Service Marketing

Service quality and people

Introduction

Services are already engaged in people’s daily life, almost everywhere. For example, when people go out, they can take taxis, or when you pay something use a credit card. This first service is provided by taxi companies, and the other one is by banks. On the other hand the quality of service means the life of service industries, and sometimes the quality of services decided the future of this company. In the whole service process, there are two major parts play irreplaceable role: employees and customers. So most of services’ qualities are relative to these characteristics and many quality delivery strategies can be divided into two parts according to these two factors. In this essay, we will discuss what kinds of strategies which can delivery service quality through people are needed for company to consider about and how the different strategies will influence the quality delivering process.

Definition of service quality

Definition of quality is especially difficult because of the intangible nature of the service offering. The definition of quality may be variable from person to person. So, according to the definition of service quality resources, there is no doubt that two standards exists: production-oriented and marketing-oriented. The first definition that means in order to reach quality an organization must establish requirement specifications, and the quality goal of the various functions of the firm is to comply strictly with these specifications. The second definition is more complex and changeable, and it is more focus on the customers’ needs and requires elaborate marketing research report to formulate strategies. Or can be simply understood as: Do things right. (Brown, 1991)

Why the quality of services is so important?

To business organizations, the quality of their services is the life of their product, and decided their development direction and their market shared and how to survival in the heavy...