Consumer Satisfaction With Services, Essay Example

Introduction

In modern-day environment which is competitive, the clients are quick to deny services that do not meet their requirements. The key is to provide the possible level of service quality to the customer demands. This paper outlines the concept of improving the position of the organization in studying the service quality and operation strategies. The paper communicates the steps that service department needs to improve service quality, increase customer satisfaction and gain a competitive advantage in Sullivan’s Auto World.

Providing the example of a current business situation of Sullivan’s Auto World, it is worth saying that all the service revenues of Sullivan’s Auto World have declined. To begin searching through the service strategies in order to satisfy the client, it is initially necessary to treat the sales and service department separately. Looking into the marketing process, Grönroos defines three elements, which are the basic background in satisfying clients and improving the work organization; they are customer value concept, customer relationship management and marketing concept.

Sales Department

In view of Beth (119), the major dimension of sale strategy is costing and pricing. This process has to be based on physical product. The strategy is to understand what concept the Sullivan’s Auto World may take in order to improve the working organization. Some other scholars argue that an organization must either focus or falter; moreover, they articulate the idea that customer segments are the best focus to choose. Price is another factor that one should consider to extremely important; price appears to influence customers’ attitude towards the companies dramatically. It is one of the important factors in determining customer perception of automated service quality. From the perspective of a customer, price is the most significant incentive for engaging customers in online purchases and the most critical element for comparison. It has to be taken into consideration that the company should indisputably create the website. The thing is that the contemporary market standards require “ maintaining meaningful relationships with customers”, which emerged to be important  marketing goal (Lovelock & Wirtz 363).

Obviously, customer expectations are partial beliefs or assumptions about services that occur as standards or reference points against which a services performance is judged. These customer expectations are formed on the basis of previous experience, and ideas of what organization should provide. Sales department have to be structured according to the profits and debts. It is advisable to make the discounts for permanent customers. It is also recommended to take the time to formally recognize the team who has improved the most in the short-term.

Service Department

According to Wirtz, in order to innovate in customer service, the company should definitely provide the clients with all possible information, consultation, safekeeping, and hospitality (156). Taking a view of Sullivan’s Auto World, all the aforementioned components of successful customer service were not followed by the discussion organization.  Consequently, it is currently important to work on the rearrangement of the service department. Apparently, a creative design of the waiting room would obviously lead to positive shifts in terms of customers’ attitudes towards this very company. It is worth mentioning that visual design elements play the important role in attracting the customers.

Considering the keys to successful customer service, one cannot but encounter the significance of the blueprint concept.  One should become aware that in accordance with blueprint construct, it is necessary to crate the scheme of the organization process; this scheme is needed so as to predict as well as organize the process of customer actions such as the time of making reservation to repair the car, the schedule of returning the car to the client, the organization system while the customer is expecting to receive service. The second tool is to conduct a thorough survey of the employee interactions with the clients. Grönroos offers the “functional quality of the service”. In addition, Grönroos suggests developing a service quality model, which is based on testing a group of business executives; this procedure is aimed at figuring out how the quality of services is perceived by customers.

It is worth taking into consideration the fact that some scholars emphasize five dimensions, which are important for customers. These five dimensions are tangibility, reliability, responsiveness, assurance, and empathy. As a result, it would be useful to apply these dimensions to the Sullivan’s Auto World. Analyzing the measures that the company, which is under discussion can take in order to innovate in customer service, it is necessary to make mention that, first of all, the customers have to feel the team’s willingness to prove prompt service. Regarding the assurance characteristics, the employees have to show the knowledge and competence as well as the ability to convey trust and confidence. Customized attention is the key to attracting and cooperating with clients during long period of time.

Conclusion

To sum up, improving the experience of working organization and service quality are the key factors for the long-term cooperation with the customers. Moreover, one should also understand that the company Sullivan’s Auto World needs to make a service operation system more structured and organized in order to deliver the services that satisfy the customers. The last but not the least, customer contact is one of the main criteria in satisfying the customers.

Works Cited

Beth, Chung. A Service Market Segmentation Approach to Strategic Human Resource Management. Journal of Quality Management 6 (2001): 117-138. Print.

Grönroos, Christian. Service Management and Marketing, Marketing Theory. A Customer Relationship Management Approach. Chichester: John Wiley, 2000. Print.

Lovelock, Christopher, and Jochen Wirtz. Services Marketing: People, Technology, Strategy, Pearson Prentice Hall, 2007. Print.

Wirtz, Jochen. “Consumer satisfaction with services: integrating recent perspectives in services marketing with the traditional satisfaction model”, Asia-Pacific Advances in Consumer Research 1 (1994): 153-9. Print.