Superior Customer Service and Marketing Excellence: Two Sides of the Same Success Coin

2000 ◽  
Vol 25 (3) ◽  
pp. 3-14 ◽  
Author(s):  
A. Parasuraman
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Marketing Strategies ◽  
Corporate Marketing ◽  
Integral Component ◽  
Two Sides ◽  
Intensity Of Competition ◽  
Market Success

Companies that rely solely on conventional marketing strategies — characterized by a heavy emphasis on aggressive advertising and other promotional activities — will find it more and more difficult to defend, let alone expand, their market turf. Because of the increasing intensity of competition in a number of sectors, a revised corporate-marketing mindset with superior customer service as its core is nec essary for attaining and sustaining market success over the long term. In this perspective piece, Parasuraman discusses the meaning and measurement of service quality, and offers managerial guidelines for delivering superior service by invoking key insights from a multiyear, multi-sector stream of research on cus tomer service. He advances arguments for broadening the scope of marketing to include the delivery of customer service as an integral component and demonstrates that a judicious blending of conventional marketing and su perior customer service is the best recipe for sustained market success.

Manufacturer‐Distributor Relationships and Channel Service Quality

1996 ◽  
Vol 7 (2) ◽  
pp. 33-42 ◽  
Author(s):  
Jos Lemmink ◽  
Martin Wetzels ◽  
Kitty Koelemeijer
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Price Competition ◽  
Customer Perceptions ◽  
Long Run ◽  
Customer Dependence ◽  
Customer Services ◽  
Characteristics Development ◽  
High Degree

In today's marketplace for fast‐moving consumer goods, many brands exist with similar characteristics. Development and maintenance of product differentiation becomes increasingly difficult to realize for manufacturers. Consequently, non‐price competition particularly by offering high quality customer services, becomes increasingly important as a marketing instrument by producers towards distributors. In this article, an empirical investigation has been conducted into the interrelationships between customer services offered by an international beverage manufacturer and customer sentiments towards partnership and dependence. It appears that despite the well‐established premium brand offered by the manufacturer and the context of a long‐term relationship, customer service significantly affects customer dependence and closeness of the relationship. Furthermore, a high degree of partnership increases customer perceptions of dependence and quality of services. In the long run, manufacturer‐distributor relationships striving for service quality and partnership will benefit from mutual reinforcement.

scholarly journals Fostering Employee’s Service Quality and Customer Satisfaction: Evidence from Emerging Pakistan

2019 ◽  
Vol 3 (3) ◽  
pp. 47-67
Author(s):  
Farhan Muhammad Muneeb ◽  
Muhammad Salman Chughtai ◽  
Uzma Anjum ◽  
Jiyun Ma
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Service ◽  
Research Work ◽  
Daily Routine ◽  
Competitive Advantages ◽  
Functional Aspects ◽  
Literary Sources ◽  
Telecom Industry

Providing quality services is a key condition for the stable functioning of companies in a changing environment. Given the fact that delivering exceptional quality services deemed to foster firm competitiveness, worldwide service quality and customer satisfaction captivate serious considerations from across the globe. An analysis of literary sources allows us to conclude that customer satisfaction and service quality have long-term predictors to enhance firms’ values. Employee service quality plays a significant role in satisfying customer’s needs in these digital times not only to accomplish firms’ particular objectives but also to socialize firms globally – to sustain customer’s confidence among competitors. The relevance of solving this scientific problem lies in the lack of research work, which highlighted functional aspects of employee’s service quality, yet numerous firms from across the globe are pugnacious to progress services, deteriorating money on ill-conceived service daily-routine packages and undermining credibility with management rhetoric not supported up with some strategic actions. Thus, this study aims to bring a deeper insight view, bonding employee’s service quality and customer satisfaction. A survey distributed on a sample of 278 customers of Telecom industry through electronic and simple forms. A statistical package social science (SPSS) was conducted to calculate the collected data. The results of data analysis revealed that three out of five predictor variables ‘assurance’, ‘responsiveness’, and ‘reliability’ have a significant impact on customer satisfaction while ‘empathy’ and ‘tangibility’ have an in-significant impact on customer satisfaction. According to the results of the study, it was concluded that ensuring customer satisfaction in changing conditions becomes a strategic prerequisite for creating competitive advantages of the company, improving the quality of customer service, in the context of easing pressure on profitability and achieving strategic long-term goals of the company. Therefore, this study peculiarly predicts that employee’s service quality is a crucial antecedent of customer satisfaction explicitly within the context of Telecom Industry in emerging Pakistan. Keywords: Service Quality, Customer satisfaction, Telecom industry of Pakistan, Profitability, Economic instability.

Tingkat Kepuasan Nasabah Pada Bank Syariah Mandiri Cabang Bogor

2019 ◽  
Vol 4 (2) ◽  
pp. 34
Author(s):  
Priyo Wismantoro ◽  
Fika Dwiyanti
Keyword(s):  
Quality Of Service ◽  
Customer Satisfaction ◽  
Service Quality ◽  
Competitive Advantage ◽  
Customer Service ◽  
General Level ◽  
Customer Focus ◽  
Quality Improvements ◽  
Level Of Satisfaction

Business banking is a service business based on principles of trust and t5he customer is a major asset. Under conditions of business competition among banks strict bank that has resulted in only a competitive advantage (compatative advantage as well as a competitive advantage) who can reach the highest position in the eyes of cusmers or the public. Competitive advantage can be obtained from the quality of customer servicr, so the focus on customers (customer focus), responsive to the development of customer desires and continuously innovate is an acitivity that can be done to anticipate the cimpetitive conditions. In this case, the bank should always evaluate the quality of service given to customers and is reflected in the level of customer satisfaction obtained. Rate the quality of service branch of bank syariah mandiri bogor whole is still under service, because it still was below expectations, this is evident also that the general level of service is still not meeting customer expectations, because the level of hope (expectation0 the customer is generally higher than the level of performance (perfromance) or perception(perception)customer.        Empathy dimension of service quality dimensions are most critical or have any impact on the most powerful influence on the level of satisfaction. In this case, the willingness og bank syariah mandiri branch bogor provide individual attention in serving its clients is crucial. Empathy dimension attributes inclide individual attention, operational time , personal attention, giving interests, and understand the needs. These attributes is the main priority of service quality improvements are intensive and comprehensive.           Customer service strategy to be implemented by the management of bank syariah mandiri in perspective five dimensioris of service quality(tangibles, realiability,responsiveness, assurance and empathy) looks not optimal. In an effort to provide the best service (service excellence) and focus to the customer(customer focus), then the customer satisfaction can be obatained with significantly improved and the improvement of quality of serivice aspects and impticalions of the strategy need to be consldered

Consumer Awareness, Consumer Protection, Service Quality and Loyalty: The Case of Long-term Insurance Consumers in Namibia

2019 ◽  
Vol 118 (8) ◽  
pp. 172-189
Author(s):  
Magreth B Tjizumaue ◽  
Krishna Govender
Keyword(s):  
Service Quality ◽  
Consumer Protection ◽  
Structural Equation ◽  
Insurance Industry ◽  
Business Practices ◽  
Consumer Awareness ◽  
Growth And Survival ◽  
Term Insurance ◽  
Protection Legislation

Due to the absence of appropriate Consumer Protection legislation in Namibia, there seems to be a lack of consumer protection, which may result in consumers being exploited. Since the literature reveals that Consumer Awareness, Consumer Protection, Service Quality and Customer Satisfaction influence Customer Loyalty, the aforementioned relationship was explored among consumers of long-term insurance products in Namibia. The researcher embedded the study in the Services Marketing and User’s Satisfaction/Dissatisfaction theory and developed a framework for creating a more aware consumer and thus contribute to the growth and survival of the long-term insurance industry in Namibia.  A survey was conducted using a questionnaire, among a judgmental sample of 407 long-term insurance consumers in Namibia and Structural Equation Modelling was used to analyse (eight) hypothesized relationships among the research constructs alluded to in the title of this study. In summary, it was ascertained that if the customers are fully aware (have sufficient knowledge of the products and their consumer rights), they will feel protected against unfair business practices. Furthermore, if they perceive having received quality services, they are more likely to be satisfied with the service provider and will therefore, remain loyal.

THE IMPACT OF SERVICE QUALITY ON BRAND LOYALTY OF DTAC SELULER SERVICE USERS

2017 ◽  
Vol 9 (1) ◽  
Author(s):  
Debby Arisandi
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Service Provider ◽  
Brand Loyalty ◽  
Service Industry ◽  
Positive Impact ◽  
Relevant Literature ◽  
Field Research ◽  
Main Research ◽  
The Impact

<p>Purpose- In the GSM seluler telephony sector, the main condition for protecting the subscriber base is to win customer to be loyalty, a key necessity for the maintenance of a brand loyalty in the long term. To achieve this aim, service quality must be measured and identified. This paper’s aim is to measure the effects of service quality towards brand loyalty on DTAC seluler service provider. This study will explore the relationship between service quality and brand loyalty in the seluler service industry.</p><p>Design/methodology/approach- The main research target sample covered 200 seluler phone users in Prince of Songka University, Hatyai campus. Field research was conducted. The questionnaire was formed by a synthesis of existing constructs in relevant literature. Reliability tests, descriptive statistic, and regressions analyses were performed to both confirm scale reliability and answer the research questions. The data were analysed by moderated regression analysis to test the hypotheses.</p><p>Findings- The findings of this study show that an overall service quality directly affects brand loyalty. Network quality, customer service, pricing structure and billing system are the service quality dimensions that have significant positive influence on brand loyalty, which in turn has a significant positive impact on brand loyalty 43,5%. Therefore, it plays a crucial role in winning customer loyalty.</p><p>Originality/value- It is of great importance for seluler operators in a mature market such as that of Thailand, to understand what the drivers of brand loyalty are. The present study produced useful findings, which can be utilized by seluler service provider managers, in their effort to develop and implement successful brand loyalty strategies. With respect to the findings, pricing structure has the most importance than others dimensions of service quality which provides positive outcomes on brand loyalty, not only in the present but also in the future. So, the effect of pricing structure on brand loyalty becomes greater than the effect of others dimenstions of service quality. Therefore, any GSM operator who wishes to preserve its existing subscriber base should concentrate on winning its subscribers’ loyalty, especially for DTAC.</p>Keywords- Seluler Services, Brand Loyalty, Service Quality

Island tourism: Participation behavior of tourists

2020 ◽  
Vol 48 (5) ◽  
pp. 1-11
Author(s):  
Hsiao-Ming Chang ◽  
Ching-Hui Lin
Keyword(s):  
Service Quality ◽  
Information Sources ◽  
Perceived Value ◽  
Behavioral Model ◽  
Positive Influence ◽  
Marketing Strategies ◽  
Destination Image ◽  
Travel Information ◽  
Quality Perceptions ◽  
Intention To Revisit

There is a lack of empirical research on tourists' participation behavior in island tourism. Therefore, we developed a behavioral model of this type of participation, including the variables of travel information sources, destination image, service quality, satisfaction, and perceived value. We adopted convenience sampling to survey 430 tourists who had participated in marine recreational activities while visiting Jibei Island in Penghu, Taiwan. The results of partial least squares analysis show that travel information sources affected the island's image and the service quality perceptions of tourists; and the island's image, service quality, satisfaction, and perceived value had a positive influence on tourists' behavioral intention to revisit the island and recommend it as a travel destination to family and friends. Our findings provide a reference for island tourism operators to formulate marketing strategies.

The role of service fairness in the service quality – relationship quality – customer loyalty chain

2015 ◽  
Vol 25 (6) ◽  
pp. 744-776 ◽  
Author(s):  
Apostolos Giovanis ◽  
Pinelopi Athanasopoulou ◽  
Evangelos Tsoukatos
Keyword(s):  
Service Quality ◽  
Relationship Quality ◽  
Customer Loyalty ◽  
Higher Order ◽  
Equation Modeling ◽  
Content Type ◽  
Order Construct ◽  
Service Fairness

Purpose – The purpose of this paper is to extend the well-established nomological network of service quality-relationship quality-customer loyalty by introducing service fairness – a distinct service evaluation concept. Specifically, the study aims to investigate the impact of service fairness on relationship quality as a complementary to service quality driver, and the direct and indirect effect of service fairness on customer loyalty in the presence of service quality and relationship quality in a no failure/recovery effort service context. Design/methodology/approach – A telephone survey of a random sample of 408 customers of auto repair and maintenance services was implemented using a structured questionnaire with established scales. Data were analyzed with partial least squares path methodology, a structural equation modeling methodology. Findings – Interactional fairness is the most important formative determinant of customers’ overall fairness perception, followed by procedural and distributive fairness. Relationship quality measured as a higher order construct, made of satisfaction; trust; affective and calculative commitment, is the main determinant of customer loyalty. Also, it partially mediates, along with service quality, the relationship between service fairness and customer loyalty and fully mediates the effect of service quality on customer loyalty. Finally, service fairness has the highest overall effect on customer loyalty. Research limitations/implications – The sample is industry-specific and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications – Interactional fairness is of utmost importance to customers of the investigated industry. So, customers should be fairly treated at every point of contact. Also, service quality is heavily affected by service fairness. Thus, fair service leads to high-perceived service quality. Third, service quality affects customer loyalty only through relationship quality. Only when service quality is coupled by long-term quality relationships, signs of customer loyalty appear. Finally, service fairness influences customer loyalty mainly through service and relationship quality and has the highest overall effect on customer loyalty. So, fairly treating customers is crucial for developing long-term relationships that lead to customer loyalty. Originality/value – The role of service fairness in the service quality-relationship quality-customer loyalty chain is investigated and using a higher order construct for relationship quality.

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