SERVICE MARKETING

Service Marketing

Service Marketing

Introduction

Ever since the world trade has progressed and the globalisation has taken a toll, the facets of the business arena have drastically changed. An important role that the globalisation has played is not only regarding the increasing shift of organisations, companies or firms to go global, but also the fact that this shift has drastically enhanced the competition within the respective region or country, as well. Mainly because, a country cannot imagine triumphing in the international arena, until unless, it possesses a consolidated position in its own region or country.

Moreover, courtesy the trends in business and trade, there were numerous aspects in the world that gave an immense encouragement to a different sphere of business, in which the success and profitability of the firm lays in facilitating the customers and addressing to their intangible needs and desires. For facilitating the intangible and other needs and desires of the customers, the sector that has existed for quite long, but in modern times has taken a shape of a totally independent industry, is the service sector.

As the name entails, the sole purpose of this industry is to gain profitability by helping, assisting, benefiting or facilitating its targeted customer base. This industry has been extremely lucrative, especially in UK, primarily due to the expertise, the leading players possess in the various sectors within this industry.

Interestingly, this industry encompasses such sectors that have played a pivotal role in not only providing its targeted customer base with the desired and required services, but also in enhancing the economy and ameliorating the condition and position of our society. Sectors such as education, leisure, finance, NGOs or charity, retails, professional services and much more, all are main components of the service industry.

Chosen Sector: Leisure

The sector undertaken for this study is the leisure sector. Leisure sector in UK is one of the most promising and lucrative sectors within the service industry. There are numerous reasons that can be attributed to the progress, success and prosperity of this sector. The primary reasons can be the imbedded desires of almost all human beings for ease and relaxation, after their full devotion to their work or education throughout the week; Moreover, the leisure enables a person to opt and select a pastime or pleasurable activity of his/her personal interest.

The productivity or profitability of any sector is determined via its direct or indirect impact on not only the progression of the industry, but also its impression on the positive economic activities for the nations. These positive impressions denote the well being of the overall economy of the country.

As discussed earlier, the service industry has played a pivotal role in enhancing the economy and societal structure of the region. Therefore, one of the most vital aspects of UK economy is indicated by its importance as a tourist country as well, and this leisure sector within the service industry of UK, also plays a significant role in catering to a wide segment of tourists that visit UK for travelling, fun, leisure ...