Superior Service Quality can be a Success Factor

Essai , 2002 , 9 Pages , Note: A-

Gestion d'entreprise - marketing en ligne et marketing hors ligne

Companies today are faced with a highly competitive environment. For this reason it has become a challenge to differentiate a company′s product from that of competitors, to maintain and/or expand the customer base, increase outcomes, and ultimately to enhance firm performance. Creating a product (good or service) that is unique in the eyes of the customer is becoming increasingly difficult. In order to achieve this goal, the company has to develop a good strategy. Reducing costs, and offering lower rates, or other pricing options may be only a partial answer. Meeting customer expectations for quality of service will also be an important key factor to maintain customer loyalty or to lure in new customers.
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Inhaltsverzeichnis (Table of Contents)

• Superior Service Quality can be a Success Factor
• Service Quality and Firm Performance
• Why Superior Service Quality Can Be a Success Factor
• Potential Shortfalls in Service Quality
• Why Increasing Service Quality Might Not Enhance Firm Performance
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This essay explores the relationship between service quality and firm performance, analyzing the potential benefits and drawbacks of increasing service quality as a strategy for achieving competitive advantage. It aims to provide a balanced perspective on the topic, considering both the positive and negative impacts of service quality enhancement.

• The importance of superior service quality in achieving competitive advantage
• The impact of service quality on customer satisfaction and loyalty
• The relationship between service quality and profitability
• Factors that can hinder the effectiveness of service quality improvement initiatives
• The importance of considering target customer segments and specific service offerings in service quality enhancement strategies

Zusammenfassung der Kapitel (Chapter Summaries)

• The first section defines the key concepts of "service quality" and "enhanced firm performance," establishing the framework for the essay.
• The second chapter highlights the benefits of superior service quality, outlining how it can lead to increased customer loyalty, higher profits, and improved employee motivation.
• The third section delves into potential pitfalls that can arise from service quality initiatives, such as increased costs and the possibility of misaligned customer expectations.
• The final chapter explores specific situations where increasing service quality may not lead to desired results, emphasizing the importance of segment-specific approaches and cost-benefit analyses.

Schlüsselwörter (Keywords)

The essay focuses on the key concepts of service quality, firm performance, customer satisfaction, competitive advantage, and profitability. It also explores themes such as customer segmentation, cost-benefit analysis, and the importance of staff empowerment in achieving superior service.

• Université: University of Otago (Marketing department)
• Cours: Service Marketing
• Note: A-
• Auteur: Kathrin Mössler (Auteur)
• Année de publication: 2002
• Pages: 9
• N° de catalogue: V4860
• ISBN (ebook): 9783638129664
• Langue: anglais
• mots-clé: Superior, Service, Quality, Success, Factor, Service, Marketing