1 Service Marketing Mix Theory
In any business, focusing on personnel and staff, process of service, and physical environment are crucialprinciples that deliver to customer’s satisfaction. Therefore, Service marketing mix, which is the business tool in marketing, integrates 7 essential elements which are Product, Price, Place, Promotion, People, Process, and Physical evidence.
– Product is when any goods or activities are provided by the main business to fulfill the needs and wants of the customers and as well as gaining their attention to try out the products.
– Price means the amount of money that costs the product or the service or the overall price customers to exchange for the benefits when using the product or the service. The price will predict the future of business salary, so when the business is in a situation where they are currently facing with a competitor they cannot set up a price how they would like. This is because the customers will compare the price and quality of service between your company and the competitor and they will decide for their future picks from these factors. From the customer’s’ point of view, setting up a price is a crucial matter when they have to decide which company to go for and will the price be worth to the service after they have made a decision. Therefore, the company must build up the trust and valuable services in customers mind, then we can estimate the cost for the product. An example of airline service, for the same flight there is a price difference in business and economy class. Of course the price for business class is definitely higher than the economy, hence they will receive a privilege to leave the plane first, has a wider seat, better food and services, receive a fast service due to less number of flight-attendants on business class. However, this Price factor is not the primary one that customers think it matters the most but still is important factor after the primary.
– Place refers setting up a location or channel for the customers where they can acquire the service by themselves. There are 4 pathways to provide a service for the customers; services at stores, delivery to the customers houses or wherever they wish, services through a representative and services via electronic devices where technology becomes a support to the company and reduces the cost from hiring the employees. The services are provided with full utility, convenience and available for 24 hours for instance services for booking advance flights through computers. For the location of the service shows how easily to reach the service and as well as the communication is essential
– Promotion
– People
– Process
– Physical evidence
2.1.2 Customer Satisfaction
There have been many studies on customer satisfaction as there is the influence on customer profitable rate and retention rate. (Wongleedee, 2017). A customer is known as a stakeholder of a company who provide a payment to exchange something in return. When customer receives either services or a product and feels happy with them then it is a sign of customer satisfaction. Customer satisfaction is defined as “a marketing term that measures how product or service is supplied by a company meet or surpass a customer’s expectation.” (Beard, 2014). One of the research study has found that customer satisfaction can help any company to build profitable and long relationship with their customer (Eshghi et al. 2007). It is therefore obviously that in any businesses, customer satisfaction is said to be a primary source from a managerial point of view. It is a key to a successful business and has been approved as the most academically topic in a research.
Price fairness is one of the essential role of customer satisfaction, and they both have a strong relationship in any businesses. Kotler and Armstrong (2010) (cited in Hanif et al. 2010) defined price that “the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using product or service”. the previous study found that “customer services and price fairness play a very important role in making customer satisfied” (Hanif et al. 2010). Also, Xia et al. (2004) found that charging a fair price creates a customer loyalty and satisfaction. Therefore, when companies give an amazing customer experience, they need to ensure that they are setting a reasonable price.
Customer satisfaction is one of most essential topics in the aviation industry. In any company is trying to understand and identify what are customers’ need and want. In order to develop a customer’s satisfaction, what a company should focus on to increase or change customer’s’ point of view is the probity and reliability of proving that a suitable service is provided, as well as a relationship between a company and customers. In addition, a company need to focus on the improvement of service quality and also makes sure that you are providing or offering a fair price to a customer (Gustafsson et al. 2005).
- 1.3 Customer Loyalty
Customer satisfaction can lead to customer loyalty. Oliver 1999 (cited in Srivastava & Rai 2012) defined loyalty that “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing…” The study has shown that when customers with loyalty are satisfied with the service and relationship between manager of a company will therefore attract more customers to the company (Khan, 2012). Those loyal customers prove that the company is actually trustworthy and satisfying. However, based on the previous study suggests that the company manager should improve the skills and the relationship between customers through their product and service (Khan, 2012). Eventually the company will become more successful with many loyal customers.
1 Service Marketing Mix Theory
In any business, focusing on personnel and staff, process of service, and physical environment are crucialprinciples that deliver to customer’s satisfaction. Therefore, Service marketing mix, which is the business tool in marketing, integrates 7 essential elements which are Product, Price, Place, Promotion, People, Process, and Physical evidence.
– Product is when any goods or activities are provided by the main business to fulfill the needs and wants of the customers and as well as gaining their attention to try out the products.
– Price means the amount of money that costs the product or the service or the overall price customers to exchange for the benefits when using the product or the service. The price will predict the future of business salary, so when the business is in a situation where they are currently facing with a competitor they cannot set up a price how they would like. This is because the customers will compare the price and quality of service between your company and the competitor and they will decide for their future picks from these factors. From the customer’s’ point of view, setting up a price is a crucial matter when they have to decide which company to go for and will the price be worth to the service after they have made a decision. Therefore, the company must build up the trust and valuable services in customers mind, then we can estimate the cost for the product. An example of airline service, for the same flight there is a price difference in business and economy class. Of course the price for business class is definitely higher than the economy, hence they will receive a privilege to leave the plane first, has a wider seat, better food and services, receive a fast service due to less number of flight-attendants on business class. However, this Price factor is not the primary one that customers think it matters the most but still is important factor after the primary.
– Place refers setting up a location or channel for the customers where they can acquire the service by themselves. There are 4 pathways to provide a service for the customers; services at stores, delivery to the customers houses or wherever they wish, services through a representative and services via electronic devices where technology becomes a support to the company and reduces the cost from hiring the employees. The services are provided with full utility, convenience and available for 24 hours for instance services for booking advance flights through computers. For the location of the service shows how easily to reach the service and as well as the communication is essential
– Promotion
– People
– Process
– Physical evidence
2.1.2 Customer Satisfaction
There have been many studies on customer satisfaction as there is the influence on customer profitable rate and retention rate. (Wongleedee, 2017). A customer is known as a stakeholder of a company who provide a payment to exchange something in return. When customer receives either services or a product and feels happy with them then it is a sign of customer satisfaction. Customer satisfaction is defined as “a marketing term that measures how product or service is supplied by a company meet or surpass a customer’s expectation.” (Beard, 2014). One of the research study has found that customer satisfaction can help any company to build profitable and long relationship with their customer (Eshghi et al. 2007). It is therefore obviously that in any businesses, customer satisfaction is said to be a primary source from a managerial point of view. It is a key to a successful business and has been approved as the most academically topic in a research.
Price fairness is one of the essential role of customer satisfaction, and they both have a strong relationship in any businesses. Kotler and Armstrong (2010) (cited in Hanif et al. 2010) defined price that “the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using product or service”. the previous study found that “customer services and price fairness play a very important role in making customer satisfied” (Hanif et al. 2010). Also, Xia et al. (2004) found that charging a fair price creates a customer loyalty and satisfaction. Therefore, when companies give an amazing customer experience, they need to ensure that they are setting a reasonable price.
Customer satisfaction is one of most essential topics in the aviation industry. In any company is trying to understand and identify what are customers’ need and want. In order to develop a customer’s satisfaction, what a company should focus on to increase or change customer’s’ point of view is the probity and reliability of proving that a suitable service is provided, as well as a relationship between a company and customers. In addition, a company need to focus on the improvement of service quality and also makes sure that you are providing or offering a fair price to a customer (Gustafsson et al. 2005).
- 1.3 Customer Loyalty
Customer satisfaction can lead to customer loyalty. Oliver 1999 (cited in Srivastava & Rai 2012) defined loyalty that “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing…” The study has shown that when customers with loyalty are satisfied with the service and relationship between manager of a company will therefore attract more customers to the company (Khan, 2012). Those loyal customers prove that the company is actually trustworthy and satisfying. However, based on the previous study suggests that the company manager should improve the skills and the relationship between customers through their product and service (Khan, 2012). Eventually the company will become more successful with many loyal customers.vv
