Define services in the marketing context and explain how they can be classified.
Requirements: 5 to 10 pages ( 1500-2000 words )
Instructions Please pay attention to some of the service experiences that you encounter in your everyday life. Choose one to analyze using the framework discussed in the PowerPoint slides and Chapter 14 (15th) or Chapter 9 (16th) of the textbook. The paper should respond to the prompts given and address each of the questions individually to earn full credit. Part 1: Defining and Classifying Services 1) Define services in the marketing context and explain how they can be classified. Refer to established frameworks or models in your explanation. ***For this assignment, you can lean on the SERVQUAL model (reliability, responsiveness, assurance, empathy, and tangibles) or the IHIP model (Intangibility, Heterogeneity, Inseparability, Perishability). 2) Discuss how the characteristics of services – intangibility, inseparability, variability, and perishability – affect consumer risk perceptions associated with purchasing services. Provide examples to illustrate these effects. Part 2: CompanyÕs Strategy to Mitigate Perceived Risks 1) Identify a company that effectively helps consumers overcome perceived risks associated with purchasing its services. Explain the strategies employed by the company to mitigate these risks. 2) Offer suggestions for further strategies the company might employ to reduce perceived risks for consumers. Part 3: Service Quality Analysis 1) Choose a company with which you have personal experience and analyze its service quality using the SERVQUAL dimensions: reliability, responsiveness, assurance, empathy, and tangibles. Provide specific examples for each dimension based on your experience. 2) Using the SERVQUAL dimensions as a guide, offer suggestions on how the company could improve its service quality. 3) Analyze how the company incorporates customers into the co-creation process of its service. Provide examples and suggest ways to enhance co-creation opportunities, possibly through the use of self-service technologies.
Instructions: ¥Please use 12-point font in Times New Roman, Calibri, or Arial, set 1-inch margins, and use double spacing. ¥Please submit your assignment as a Word document. ¥Keep your paper between 5Ð10 pages in length (1500-2000 words). ¥Cite the sources using APA. ¥Your analysis should be grounded in concepts discussed in class and supported with real-life examples. ¥Be specific in your examples and provide a rationale for your suggestions. ¥Ensure to maintain a logical flow in your analysis. ¥Before uploading your document, check your work and correct any spelling or grammatical errors.
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