To what extent is it diffrent to manage services when compared to products?What do organisations need to consider when managing and marketing a service?

Managing and Marketing Service

Introduction

Business organizations are constantly seeking ways to enhance their performances in to compete actively and aggressively in the market . In the marketplace , two different business organisations are present , this include the product industry and the service industry . In this regard , the context of service industry will be given attention . In addition , this will provide insights on the difference on managing and marketing service and marketing and product marketing

Service Management

As a company it is important that the corporation knows , how to handle its

business properly since it is undeniable that there are many people who want to have a long lasting career in terms of business . In the business arena , the management of a certain organisation especially those in the service provider company must have the capability to handle every situation positive or negative that may come along their way . In fact , service industry must successfully responded to global competition by recognizing that survival in the business pitch is dependent upon reconstructing their operations to deliver better , faster and cheaper (Knod Schonberger , 2001 . According to Johnston Clark (2001 product and service design involves translating customer needs into product and service requirements , formulating quality goals and cost target , documenting specifications , refining existing products and services , and developing new ones as well . With these , product and service design can affect or influence a large proportion of an organization 's functional area , especially the marketing and operations pitch

There are many factors that must be considered when handling or managing a certain organization and one of which is the determination of the best services (Grtznfeldt Strother , 2006 ) to offer to meet and satisfy the needs of the target market . Customer satisfaction is a major issue in almost all sectors . This can basically determine the success and profitability of a company as a satisfied customer would most likely to `spread the good word ' or would have be happy to do business again with the firm . It is an important theoretical and practical issue for market researchers and consumer researchers (Meuter et al , 2000 . With positive results in most research , the significance of customer satisfaction and customer retention in strategy development for a market oriented ' and customer focused ' firm cannot be underestimated (Watt , 2007

Specifically , Froehle (2006 ) stated that customer service satisfaction and retention are critical for retail banks , because of their impact on the company 's profit . With this , there is the challenge for different service industries to deliver a satisfactory quality service . The other one is service quality but it can be said it is not purely intertwined with customer satisfaction as a customer can be satisfied even though the service is not of high quality (Palmer , 2005_ . But then , customer satisfaction is considered a must for customer retention and loyalty and undoubtedly helps in realizing economic goals like profitability market share , return on investment and other corporate target (Hackl Westlund , 2000

It is in service operations management where the principles of service operation strategy...