SMS2041 Relationship Marketing in Services - Management Assignment Help

Assignment Task

Task

Question 1 Week 4( 11 marks)Distinguish between core, facilitating and supporting services, and explain the potential value each service offers. Provide example for each service and discuss. (Word count: 500 words)
ANSWER: ** Answer box will enlarge as you typeTo accomplish its role, a service consists of two product elements. The core product and supplemental services are the two product parts. The core product is the set of advantages and solutions provided to customers, whereas supplementary services are activities that are related to the core product.
Information, order taking, billing, and payment are examples of facilitating services. Consultation, hospitality, safekeeping, and exclusions are examples of facilitating services.
Core services - Core Services: A service that is the transaction's core goal. A haircut, for example, or the services of a lawyer or a teacher. Supplementary Services: Services provided as a result of the purchase of a tangible item. For example, restaurants with a minimum bill value may offer home delivery services. The core service should provide the consumer with the promised outcomes, justifying the related real or nominal expenses. A voice messaging service, for example, should allow for the secure storing of voice messages of a given size (measured in minutes) for a set length of time (e.g. measured in days). Users should be able to access and listen to their messages on the go, save them, and delete them as desired. Customers are prepared to pay varying costs for corresponding service levels determined by factors such as storage capacity and retention term, depending on the value generated for their company.
Facilitating Services - Facilitating product Services or goods that must be present for the guest to use the core product . For example, a first-class corporate hotel must have check-in and check-out services, telephones, a restaurant, and valet service. Facilitating products for one market segment may be supporting products for another.
Supporting Services - Support service is a service that is necessary for the proper execution of a product, programme, or process. A separate department is in charge of the support services. To succeed in business, it is critical for any corporation to have excellent support services. Support services are critical for customers and clients to receive fast aid. It can also be used to give instructions on how to use a specific project. To improve their relationship with stakeholders, the company should provide support through numerous channels. Currently, 3/4 of customers use social networking sites such as Facebook, Twitter, Instagram, LinkedIn, and others to express their problems in public forums. The customer's behaviour is heavily influenced by after-sales support services. As a result, all businesses should work on increasing customer satisfaction through a variety of actions.
Child care and dependent care assistance.
Emergency assistance.
Educational testing assistance.
Reasonable accommodations
Question 2 Week 7(7 marks)
From a customer perspective, what defines value in each of the following service settings:
a nightclub
a hairdressing salon
a tax accountant
A nightclub provides entertainment and beverages so it combines both mental stimulus processing and people processing. The core benefits are relaxation and entertainment . Pricing sometimes involves a substantial cover charges (similar to an admission fee) Also customer usually expects to pay prices for their drinks that are above what they might be charged in an ordinary bar . The better the entertainment and the more dramatic and more luxuorious the servicecape the higher the price will be . the longer customer remain in the club the more drinks they will consume and thus the more they will spend .the staff sometimes pressure customers to keep ordering additional drinks .
A hairdressing salon creates value by giving a customer clea, trimmed and more stylish hair (sometimes involves tinting as well) . usually a pricing menu is displayed . Customers may pay a stated price for each element of the service e.g so much for a wash ,so much for a cut, so much for tinting , perming etc . Sometimes there is an all price covering multiple elements . customers can expect to pay more for a well known stylist , a a prestegious salon or a more luxuorious service cape because all imply higher equality .
Professional firms are usually concerned with the billable hours of each professional staff members, a rate that is based upon salary plus a substantial margin for overheads . the cost of providing legal services is thus a function of how many hours different professionals at different billable rates devote to preparing and delivering that service ,whether it involves backroom research, courtroom appearances or face to face consultation . in some instances however where the specific advice given is known to have a particular value (eg how much tax will the customer avoid having to pay)firms may relatte the fee to some proportion of the value obtained by the customer .
Question 3 Week 8(11 marks)
In the workplace, every employee is subjected to some level of stress. Workers in frontline or low-wage occupations, on the other hand, may be more prone to particular stressors, or may experience whole new stressors, as opposed to their white-collar colleagues. When left ignored, frontline stress not only sabotages morale, productivity, and retention; it also has a direct impact on the bottom line. The factors that make frontline work stressful and difficult are as follows:
Outsider Mistreatment-The ability of frontline personnel to communicate with irate consumers is critical to their survival. On the phone, in live chat, or in person, agents must deal with a wide range of situations, personalities, and temperaments. It takes a unique kind of worker to place clients – a lot of them, over and over – and knowing the relevance of each job's requirements is crucial. Companies frequently fail to recognise the link between job elements and a candidate's collection of skills, motivations, and talents (and whether or not they genuinely complement the challenges of the work). It takes a unique kind of worker to place clients – a lot of them, over and over – and knowing the relevance of each job's requirements is crucial. Companies frequently fail to recognise the link between job elements and a candidate's collection of skills, motivations, and talents (and whether or not they genuinely complement the challenges of the work).
Continuous Performance Monitoring- Electronic surveillance has grown commonplace in the workplace, particularly among businesses that employ frontline staff. Collecting workforce data isn't a terrible thing in and of itself; it's really very valuable for increasing quality of hire, service, and determining an employee's strengths and weaknesses so they can improve. While this type of monitoring can provide significant benefits to businesses, it may also create a stressful environment for employees by placing pressure on frontline staff to maintain a high level of performance. Instead of pushing employees to perform better, the Canadian Mental Health Association explains how it frequently causes frontline employees' performance to decline, potentially affecting product quality.
Environmental or Physical Stress- Physical discomfort isn't typically thought of as an issue that can affect an agent's ability to perform their job. However, it has a significant impact on productivity, morale, and service quality. Long periods of time spent at a desk can be taxing on an agent's body, especially if breaks are few.
Measures can be taken to improve the condition of frontline workers are as follows:
Present a clear vision to the frontline wokers as they often feel disconnected with the corporate .Provide more robust technology solutions
Give frontline staff decision-making abilities
Solicit regular feedback
Invest in better onboarding resources
Communicate results
Recognize and reward high performance
Value their opinions
Provide Growth Opportunities
Question 4 Week 9(7 marks)
Select a bad and a good waiting experience you had recently, and contrast the two situations with respect to the aesthetics of the surroundings, diversions and other people waiting. (Word count: 300 words)
People tend to remember bad experiences more clearly than good experiences in my opinion. A recent experience that left a bad taste in my mouth is with Groupon. My friend and I have been looking into purchasing a new mattress for months. We finally decided to go with a memory foam mattress from this website because we have one in our guest bedroom that everyone seems to love. We chose the option to purchase the foundation with the mattress as well. Last week, the foundation showed up but there was no mattress in sight. I called Groupon’s customer service and I was on hold for approximately 56 minutes before I reached a representative. I am not exaggerating. There must have been many people calling Groupon because it was Black Friday and people must have had issues making purchases. The hold
music was also on repeat and it got to the point where my boyfriend and I came up with our own lyrics for the music. I wasn’t sure if I was going to be angry on the phone or super nice so that the representative would be more willing to help me with the issue. After spending 15 minutes on the phone with the representative, I felt like nothing was done. She told me that another representative from a different department would be contacting me within the next three days to figure out the problem. I even asked if it was three regular days or three business days because it was Friday when I called. She said Saturday and Sunday counted and that I would receive a call by Monday. It is currently Monday and past business hours. I highly doubt I am getting a call from Groupon today.
Now that I am done ranting about my bad experience, let’s talk about a good experience. When I am not busy, I go grocery shopping at least two times a week because I get our grocery at different stores. There are things I get from Costco in bulk, fresh produce from Sprouts, specialty items from Trader Joe’s, and then everything else from Fry’s. I don’t usually have to wait very long at Trader Joe’s and Sprouts at checkout. The store associates tend to call other people to work the registers when they see there are lines. Even though I tried to avoid all grocery stores the day before Thanksgiving, I had to make a stop at Fry.

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