SERVICE MARKETING

Service Marketing

Service Marketing

Introduction

Service marketing is referred to a field of service marketing that is related to both the marketing of products and services. Basically, service marketing involves both business to consumer and business to business services. Service marketing is a main component of many businesses found in the modern world. Service marketing is involved in banks, telecommunications, travels, etc. It is very important in the modern world to market and promote the products and services of an organization to be successful in the competitive business environment. The business organization that has been selected for this coursework is Barclays Bank. It has been observed that in many cases it is not possible for banks to market and promote all their services through advertisements. It becomes very important for banks to involve service marketing in their core processes and procedures of business (Hoffman, 2009, pp. 64). The core objective of this component of the coursework is to identify the significant marketing issues that occur in the services of banks, and could cause further problems for the service marketing activities of Barclays Bank. Further, the aim of this section will also be to relate any one service marketing issue with the service marketing strategies.

Key Service Marketing Issues for Barclays Bank

It has been discussed that service marketing is an essential component of the banking organizations to survive in the competitive marketing. So, it has been observed that Barclays bank has laid great important to the improvement of its service marketing activities to continue its effective services to the customers. It is very important to understand that customers play a very important role in making or destroying the reputation of any business organization. So, customer satisfaction is very important to be delivered by banks to retain customers and continue successful business in the market. There are various issues that banks face in maintain effective service marketing. There are also some issues that are experienced by Barclays Bank that could cause further problems for the bank to retain customers in future (Ackrill, 2001, pp. 200). The following are the most significant issues that are observed to have existed in the service marketing of Barclays Bank and could be problematic in future.

Internal Marketing

This is an issue that is related with the quality of the staff and the quality of service that is provided by them to the customers. It is very important for a bank to have competent staff with all the knowledge and information that a customer could ask for. It is also very important for a bank to have the staff that is capable of understanding the corporate culture of the bank. This is an issue that would be problematic for Barclays Bank in the next five years.

Management of Service Providing Processes

This issue is related to the management of the processes that are involved in service marketing and the coordination of the people who are responsible for providing services to customers. This is a challenge for the managers of Barclays ...