The importance of service marketing has been recognized by modern enterprises, more and more enterprises make use of services marketing strategies to achieve the purpose of increasing profits. However, as service marketing is different from traditional product marketing, many companies can not make a better use of service marketing strategy. In this paper, it takes TESCO as an example to explore how an enterprise develops its service marketing strategies. First, www.51lunwen.orgit theoretically analyzes the characteristics of services marketing and its main difference with product marketing, pointing out the importance of services marketing for TESCO. Then it develops a blueprint of service marketing for TESCO according to the characteristics of service marketing and the factors which consumer consider would determine the quality of service, and then it describes how TESCO implements relationship marketing and concludes that how it should measure service quality and customer satisfaction.
Report Summary…………………………………………………………………… .2
Chapter I Introduction……………………………………………………………….2
Chapter II Body………………………………………………………………………3
2.1 The characteristics of service marketing…………………………………………..3
2.1.1 Intangibility……………………………………………………………………...3
2.1.2 Inseparability……………………………………………………………………3
2.1.3 Heterogeneous…………………………………………………………………. 3
2.2 The importance of service marketing for TESCO………………………………..4
2.3 A service blueprint for TESCO……………………………………………………4
2.4 The potential risk of the blueprint…………………………………………………5
2.4.1 Perceived Risk…………………………………………………………………..6
2.4.2 Communication risk…………………………………………………………….6
2.5 TESCO’s relationship marketing strategies……………………………………….7
2.6 The importance and evaluation methods of service quality and customer satisfaction……………………………………………………………………………8
Chapter III Conclusion……………………………………………………………..9
List of References…………………………………………………………………..10
List of References
Bateson, J E G. (1979) ‘Why We Need Services Marketing’ Conceptual and Theoretical Developments in Marketing [J]. Chicago: American Marketing, 131-146.
Berry L L & Parasuraman (1993). Building A New Academic Field. The Case of Services Marketing [J]. Journal of Retailing, (Spring), 136.
Fisk, Raymond P., Stephen J. Grove, and Joby John (2000). Interactive Services Marketing [M]. Boston: Houghton Mifflin Company.
Fitzsimmons, James A. and Mona J. Fitzsimmons (2001), Service Management: Operations, Strategy, and Information Technology (3rd Edition) [M]. Irwin/Mcgraw-Hill,
Gordon, I. (1998). Relationship Marketing [M]. John Wiley and Sons, Canada Ltd, Toronto.
Grönroos, Christian. (2000) Service Management and Marketing: A Customer Relationship Management Approach (Second ed.) [M]. West Sussex, England: John Wiley & Sons, Ltd.
Kasper, Hans, Piet van Helsdingen, and Wouter de Vries, Jr. (1999) Services Marketing Management: An International Perspective [M]. West Sussex, England: John Wiley & Sons.
Palmer Adrian. (1997) Principles of Service Marketing [M]. McGraw Hill, London.
Shostack, G L. (1977) Breaking Free From Product Marketing [J]. Journal of Marketing, 41, 73-80.
