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Essay / Research Paper Abstract
This 9 page paper looks at three concepts associated with the delivery and marketing of services; the service concept, customer segmentation and customer expectation with specific reference to the gap model SERVQUAL. Each concept is discussed individually, with an explanation of the theory and application. The bibliography cites 9 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TEservconcpt.doc
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Unformatted sample text from the term paper:
applied. This paper will look at three different issues; the service concept, customer segmentation and customer expectation with specific reference to the gap model SERVQUAL. The Service Concept
The service concept may be defined as the "foundation upon which the components of the service delivery system are built" (Higginson, 2009, p3). The service concept is therefore a broad
concept that needs to be viewed in a holistic manner. In this context the service concept is more than the service itself, with the Services are provided and the brand.
This incorporates many different aspects that are inherent within the way that the service is perceived, including brand associations, the emotional aspects of the service and the underlying vision of
the firm in the way that the services provided. Therefore, it is more than a vision, more than a service and more than a brand. In order to appreciate the
nature of the service concept it is necessary to first define what is meant by a service. Kotler and Keller (2008, p445) argues that there are five categories of goods
and services mix, with services playing an important role in a number of different types of offering. The first is the category of pure tangible goods; these are companies offering
goods such as soap powder, so the service concept may be considered as applying in a very loose terms for example in after sales service (Kotler and Keller, 2008, p445).
The second class are the is tangible goods where there is a low level of accompanying services, these include goods where the firm relies on sales, for example automotive sales,
where the goods are the Main product, but will not be sold about the services to support those sales (Kotler and Keller, 2008, p445). The third class may be seen
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