This website uses cookies to ensure you have the best experience. Learn more

Service Marketing Essay

1303 words - 6 pages

The main achievement of Jyske Bank was their ability to improve quality service and to deliver a service matching perfectly customers’ expectations.
The gap model of service quality, developed by V.A Zeithmal, A. Parasuraman and L.L Berry, in Delivering Quality Service: Balancing Customer Perceptions and Expectations, will help us to understand how Jyske Bank managed to close the gap between customers’ expectations and perceptions (the customer gap).
Briefly, the gap model states that an organization will improve its quality service and its services marketing (closing the customer gap) by closing the four provider gaps, which are:
1) Not knowing what customer expect
2) Not selecting ...view middle of the document...

Jyske Bank’s purpose is not to attract more and more customers, but rather to build long term and profitable relationships with them.
Jyske Bank closed the gap 2 by implemented solutions allowing transforming the identified expectations into service characteristics.
At Jyske Bank, services are design according their values. As their customers are “selected” and share these values, services are likely to match customers’ expectations.
A new IT system was also developed to help employees determine customers’ needs, and to find the better solution. All this allowed Jyske Bank to provide a good service design.
Some solutions where implemented to help materialize provided services, like the development of tangibles factors like new branch design, or the new system of desk allowing customers’ to participate in the process.
Finally, by empowering employees and by decentralizing the structure, they managed to shorten processes (from 3 weeks to 10 days for a loan), meeting then customers’ expectations.
In order to close the gap 3, Jyske Bank implemented a human resource policy and processes allowing delivering services with the good standards and design.
Jyske Bank was very selective in its recruitment process. They systematically looked for people matching with the firm’s values, and who would be likely to enjoy working in this firm. Then they gave them training and good support system, to help them delivering good quality services, and empowered them, in order to increase their motivation and their interest in their work.
Thanks to an efficient internal communication, trough spot “TV” highlighted Jyske Bank values, discussion meetings between managers and front-line employees, special events like “Battle at Vejle” in which top management tested their employee motivation and interest in the firm, Jyske Bank ensured that their processes would be respected, and services delivered with good standards and design.
The Gap 4 illustrates the difference between service delivery and the service provider’s external communication. It states that customers’ expectations can increase because of the promises made by the firm.
At Jyske Bank, service marketing is all about promises made and promises kept: projecting a brand image of qualitative service provider, customers' experience must be memorable and as satisfactory as expected. All is made to allow the front-line service to meet customers’ expectations at the ‘moment of truth”.
M.J. Bitner’s Service Triangle model (1995) can help us understand how Jyske Bank managed to make, keep and enable promises.
As we saw before, Jyske Bank made some tangibles changes to improve external marketing like the creation of welcoming coffee centers or the "egalitarian" desks that put customer and banker on the same ground. Moreover, it is worth to note that Jyske's promises are expressed clearly in Jyske core values, values that customers share, and that they chose to make little advertising but relying on...

Other Papers Like Service Marketing

Event Marketing Essay

296 words - 2 pages to the people beyond information about product or service. Event marketing targets specific individuals or group at gathering spots hoping to make some great impressions. Event Marketing, who employs it? If a business is able to track and identify their target audience, they can find ways to appeal to them. A good example would be if a company sell hunting gear, then they can market at a hunting event. If a company provide a product

Apple Essay

306 words - 2 pages interface, and with a good e-business service. The main aim of this essay is to critically analyze the marketing strategy of Apple Iphone 4. The essay is organized around three parts. The first part discusses the current mix of Iphone 4 from four basic aspects (the product, price, place, and promotion) and three addition aspects (physical layout, provision of customer service, and processes of the marketing strategy). Following this, the second

Marketing And The Marketing Process

1265 words - 6 pages return. Marketing consists of actions taken to create, maintain, and grow desirable exchange relationships with target audiences involving a product, service, idea, or other object. Companies want to build strong relationships by consistently delivering superior customer value. Five is markets are the set of actual and potential buyers, who share a need or want that can be satisfied through exchange relationships, of a product or a service

Domestic And Global Marketing

1907 words - 8 pages ” (Microsoft Encarta, 2007). Marketing needs channels of distribution to sell and deliver products or services to buyers which may include distributors, retail markets, and wholesalers (Kotler, Keller, 2006, pp. 25-26). A marketer uses a service channel, which may include storage brokers, transportation facilities, warehouses, banks, and insurance agencies who work as a liaison for the marketer (Kotler, Keller, 2006, p. 26, 89). There are two branches

Checkpoint 1 Answers

672 words - 3 pages 1. (TCO A, B, C) Describe a value proposition and provide an example. How important is value to the consumer? (Points : 5) There is no universal definition of the term value proposition. Value proposition in marketing is a statement that summarizes why a consumer should buy a product or service. Basically, value proposition should convince a potential consumer that the product or service will solve his/her problems and it is impossible to

Marketing

2441 words - 10 pages 1 Marketing Operations Term Paper By Richard Adams2 Introduction A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product/service because they have a need, or because a product/service provides a perceived benefit. Two major factors of marketing are the

Dominant Logic

558 words - 3 pages Service-dominant logic: continuing the evolution Stephen L. Vargo & Robert F. Lusch Received: 3 July 2007 / Accepted: 6 July 2007 / Published online: 1 August 2007 # Academy of Marketing Science 2007 Abstract Since the introductory article for what has become known as the “service-dominant (S-D) logic of marketing,” “Evolving to a New Dominant Logic for Marketing,” was published in the Journal of Marketing (Vargo, S. L., & Lusch, R. F

Marketing

336 words - 2 pages 3. Positioning strategy 4. Marketing mix actions 4 P’s 5. Financial/budgeting 6. Implement, monitor, control VALUE PROPOSITION: It’s an offer of value set benefits costumer receive an exchange for what they give up and link to a marketing strategy. Or It’s an offer that communicate the sets of benefits that receive an exchange for what they give up or exchange or pay. ATTRIBUTES FOR SERVICE QUALITY: Fogli (2006, p.4) define service

Mrhgdhdhdh

487 words - 2 pages they are important in the total mix. They are necessary to complete the strategy of products and services. To help you understands how the seven P's work together, read on below. The basic Four P's of Marketing Product This is the most important thing in the mix, the physical product or the service that the entity is offering for sale to the public. You will need to market this to the customers by telling them the unique features and

Evaluate Marketing

596 words - 3 pages . The Four Seasons is among the very best hotels in Australia. It has approximately 500 employees including housekeeping staff, kitchen, security, barista, room service and maintenance etc. Manage the Marketing Process Case study Houzit Marketing Management plan 1. Marketing activities Marketing objectives The market for home-wares in Brisbane is estimated last year at $175 million per annum with an anticipated growth rate of the percent in

Marketing Plan Template

1504 words - 7 pages Marketing and Product Objectives 11 Product and Service Descriptions 11 Marketing Program 12 Sales Process and Impact 13 Financial Data and Projections 14 Marketing Organization 15 Implementation Plan 16 Evaluation and Control 17 Executive Summary The Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its

Related Essays

Service Marketing Essay

1664 words - 7 pages Encounter The worst service encounter that I have experienced in the past few months was at Taipan USJ True Fitness. The causes of my dissatisfaction came from one of the three expanded marketing mix, participants/people (Fisk, Grove and John, 2008). On a particular day, I received a short-text marketing message from Taipan True Fitness which stated I was entitled to have a complimentary access to their premise for 3 months. Brilliant marketing I

Service Marketing Essay

976 words - 4 pages [pic] SERVICES MARKETING Assignment 1. What are the different scales used to measure service quality? Distinguish between SERVQUAL Scale and SERVPERF Scale? Which one is still dominating in services? Ans. SERVQUAL or RATER is a service quality framework. SERVQUAL was developed in the mid-1980s by Zeithaml, Parasuraman & Berry. SERVQUAL means to measure the scale of Quality in the service sectors. The service

Service Marketing Essay

2728 words - 11 pages This assignment was undertaken to design a new service or redesign an existing one based upon our newly acquired services marketing expertise. To have a good understand about the Service Marketing subject we thought to design a new service organization hypothetically using the knowledge that we gathered over the last semester. It’s a restaurant with some modifications to the traditional way of doing a restaurant. Upon designing the service, we

Product And Service Marketing Essay

307 words - 2 pages Product and service marketing are fundamentally different A service, unlike products, is an action that one person can offer another that is intangible and does not result in ownership of a physical product. Different marketing tactics work better for services versus products. A business needs to develop marketing plans for both services and products. A few of the differences between service marketing and product marketing, when a business