Question One
The effect of intangibility is that the clients cannot easily experience the service through the senses. Therefore, a marketer needs to develop a strong brand to make a service seem tangible. Furthermore, customers conclusion depends on what they can experience and touch, for example, company’s website, employees etcetera.
Inseparability comes in that the customer cannot enjoy the service until they consume it. That is, for it to be consumed it must be produced at the same time and is inseparable from its provider. The marketer, therefore, needs to pay attention to the role of human service providers to customer’s experience.
The effect of variability is that the service is inseparable from the provider. Therefore, if variability is to be low, then the marketer needs to continually invest in training, retraining, and management of people.
Perishability. A service cannot be saved for future use, and hence the fluctuating demand is related to the perishability of services. When the demand is predictable, the service provider will ensure availability of appropriate production capacity at all times. The marketer, therefore, must ensure full utilization of the services by synchronizing supply and demand.
Question 2
The marketing manager should interface with areas responsible for elements of workplace design, job design, employee selection and development processes to implement a service-profit chain approach.
The potential impediments to the implementation of the service-profit chain in the organization include customer turnover, failure to develop customer loyalty, customer dissatisfaction, and poor customer relationship. Customer dissatisfaction impacts heavily on business and managers need to address such for the better health of a given organization.
The benefits of the service-profit chain are that it enhances customer satisfaction and therefore, translates to increased profitability due to return customs.
Question 3
I received a bad service in a restaurant. Empathy. When I walked into the restaurant, the waiter did not smile back while taking my order. I tried talking they were not in good moods to respond to the question I was asking about the food or the services they offered. Assurance. The waiter kept me guessing whether they knew what they were up to. They did not have confidence in themselves while serving me. Responsiveness. The waiter was slow in their action, and I took a long time waiting to be served the food I had made an order on. Reliability. The waiter was not reliable. They said they were going to bring my order in an hours’ time instead they stayed longer and never seemed to care. Tangibility. The waiter was dressed in a dirty apron and was never smart and presentable.
I Received a good service at the airport. Reliability. The airport attendant was swift in their actions. They said they would finish the booking process in less than 15 minutes and they just did that. Responsiveness: they responded quickly to all my issues. Assurance: they gave me an assurance they knew what they were doing. They had confident in themselves and never looked doubtful. They also had badges confirming their certification hence an assurance they were experts in their various fields. Empathy: They were friendly to me and accorded me their listening ears without any form of harassment. Tangibility: they were presentable and looked sharp in their work uniform. Their appearance was on point giving one a sense of identification and peace of mind. The waiting lounge was also well groomed just like the attendants themselves.