service marketing-new service design

SAFE HANDS ELDERS CARE CENTER

University of Sri JayewardenepuraFaculty of Management Studies & Commerce

Department of Marketing Management

Service Marketing

HIGH FLYERS

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01. EXECUTIVE SUMMARY

In Sri Lankan context, we are in easy position to recognize elder homes, orphanages and

day care centres for kids. But with new trends of real business world and the busy work

schedule of the executives, the existence of care centres for adults are very crucial and

significant.

Further, the senior population has increased in the last twenty years and seniors are living

longer than ever before.

With the solution for the above mentioned issue, our team, High Flyers, strived to

redesign the existing day care concept towards adult based upon our newly acquired

services marketing expertise for giving voice to the needs of older people.

"Safe Hands Elder Care Centre" is a facility where frail seniors and disabled

adults can arrive during the day if they cannot, or do not wish to, be home alone.

We provide supervision, social and recreational activities, personal care, lunch

and snacks, reading facilities, meditation facilities, leisure facilities, ayurvedic

treatment and often medical care and health monitoring from a nurse on the

premises. Most adult people need some supervision or medical services and are

able to travel to the center during the day. The center gives family members who

care for them a chance to continue working at their jobs or have some respite

during the day.

A trained group of employees of our centre serves people who need supervision and

performs activities to reduce social isolation along with providing nursing, personal care

and other medical services.

Our major centre is located in Colombo 7 to the high income level executives who

deal busy work schedules in their official life. In addition to that, a few of the

proposed branches are being established around Colombo such as Nugegoda,

Dehiwala and outside Colombo such as Kandy, Gampaha and Negombo. Different

package systems will be benefited to different kind of clients under the same

target market.

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Not surprisingly, we believe a supportive community environment is essential for adults

in the society. We practice following core values;

Adults are recognized as a valuable asset.

Adults have the opportunity to contribute and expand their talents and knowledge.

Adults strengthen our community and benefit personally by their involvement.

Adults have access to a full spectrum of services, including social, emotional,

educational and recreational opportunities appropriate to their unique needs and

interests.

Adults are treated respectfully and with dignity.

Adults of all economic circumstances are served.

While this is an assignment for us, this would really be helpful to conduct this service for

adults.

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02. Segmentation

Market segmentation is a marketing strategy that involves dividing a broad target market

into subsets of consumers who have common needs (and/or common desires) as well as

common applications for the relevant goods and services. Depending on the specific

characteristics of the product, these subsets may be divided by criteria such as age and

gender, or other distinctions, such as location or income. Marketing campaigns can then

be designed and implemented to target these specific customer segments, addressing

needs or desires that are believed to be common in this segment, using media that is used

by the market segment.

Geographic segmentation

The market is segmented according to geographic criteria—nations, states, regions,

countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines

demographic data with geographic data to create a more accurate profile.

With respect to region in our case, in urban regions like Colombo, Majority of

people work at executive levels while their work places are located in urban areas

with comparison to the rural people. Therefore it is easier to establish a place to

protect elders and make many profits with providing more facilities.

Psychographic segmentation

Psychographics is the science of using psychology and demographics to better understand

consumers. Psychographic segmentation: consumers are divided according to their

lifestyle, personality, values and social class. Consumers within the same demographic

group can exhibit very different psychographic profiles. Consumers who belong to the

upper crust of the society prefer products that spell luxury and which upholds their class,

status, social standing etc.

With respect to our case, upper class executives would not prefer to keep their

parents in elder’s homes or orphanages at law circumstances. They believe that if

it is that, it would be a damage or badly effect to their social class, life style,

personality and status. As a result of it, they bother to keep their parents with

higher facilities and safety under any kind of amount.

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Behavioral segmentation

In behavioral segmentation, consumers are divided into groups according to their

knowledge of, attitude towards, use of or response to a product. It is actually based on the

behavior of the consumer.

With respect to our case, different level of executive people possess different

attitudes, thought and knowledge towards elder care services. We provide them

relatively different customized services for them in accordance with the behavior

of consumer.

Occasions

Segmentation according to occasions is based on the arising of special need and desires in

consumers at various occasions. For example, for products that will be used in relation

with a certain holiday. Products such as Christmas decorations or Diwali lamps are

marketed almost exclusively in the time leading up to the related event, and will not

generally be available all year round. Another type of occasional market segments are

people preparing for their wedding or a funeral, occasions that only occurs a few times in

a person’s lifetime but happens so often in a large population that it can be considered a

market segment.

In our service we, Safe Hands Elder Care Centre, identify different occasions

participated by executives such as business seminars, training programmes, annual

trips, official tours etc.

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03. Target Marketing

Targeting is the second stage of the Segment, Target, and Position (STP) process. After

the market has been separated into its segments, the marketer will select a segment or

series of segments and 'target' it/them. Resources and effort will be targeted at the

segment.

The first is the single segment with a single product. In other word, the marketer targets a

single product offering at a single segment in a market with many segments.

Secondly the marketer could ignore the differences in the segments, and choose to aim a

single product at all segments i.e. the whole market. This is typical in 'mass marketing' or

where differentiation is less important than cost.

Finally there is a multi-segment approach. Here a marketer will target a variety of

different segments with a series of differentiated products.

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Upper class

Middle Class

Lower class


In our safe hands elder care service, we have targeted upper level executives segment to

provide our service. We have decided to one product one segment strategy to cater for

upper class people needs.

We care elders providing different services such as supervision, social and recreational

activities, personal care, lunch and snacks, reading facilities, meditation facilities, leisure

facilities, Ayurvedic treatment and often medical care and health monitoring from a nurse

on the premises.

As we provide above mentioned essential services for elders, we are in position to grab

upper class executives in formidable fashion.

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04. Positioning

In marketing, positioning is the process by which marketers try to create an image or

identity in the minds of their target market for its product, brand, or organization.

A company, a product or a brand must have positioning concept in order to survive in the

competitive marketplace. Many individuals confuse a core idea concept with a

positioning concept. A Core Idea Concept simply describes the product or service. Its

purpose is merely to determine whether the idea has any interest to the end buyer. In

contrast, a Positioning Concept attempts to sell the benefits of the product or service to a

potential buyer.

For Safe hands elder care service, we have decided to position our service based

on high security and high comfort towards adults. We have targeted the upper

class people in the society. Most of the persons who are in the upper class they are

expecting the secure and comfortable service. Upper class executives are always

willing to pay much amount for attaining high security and high comfort service.

Therefore we, Safe hands elder care centre, have to deeply position a sound image

in consumer mind that they always accomplish high security and high comfort

under the amount they are ready to pay for.

The positioning concepts focus on the rational or emotional benefits that buyer will

receive or feel by using the product/service.

The following benefits can be attracted to buyers under the concept of positioning.

Communicates consumer wants or satisfaction.

Communication of characteristic/benefit helps create separation.

Building trustworthiness towards safe hands.

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The following benefits can be achieved to Safe hands elder care under the concept of

positioning.

Communication of characteristic/benefit helps create separations from other

services such as elder homes, orphanages etc.

Appeals directly to a fundamental, broad-based consumer want – saving money.

Strong association with individual or group.

Creates immediate distinction and uniqueness.

Association with positive attributes or feelings.

Generate robust, strong awareness.

A successful positioning concept must be developed and qualified before a "positioning

statement" can be created. The positioning concept is shared with the target audience for

feedback and optimization; the Positioning Statement (as defined below) is a business

person's articulation of the target audience qualified idea that would be used to develop a

creative brief for an agency to develop advertising or a communications strategy.

Differentiation

Differentiation in the context of business is what a company can hang its hat on that no

other business can. For example, for some companies this is being the least expensive.

Other companies credit themselves with being the first or the fastest. Whatever it is a

business can use to stand out from the rest is called differentiation. Differentiation in

today’s over-crowded marketplace is a business imperative, not only in terms of a

company’s success, but also for its continuing survival.

In Sri Lankan context, we are in easy position to recognize elder homes,

orphanages and day care centers for kids. But for the service, we provide is not

available in Sri Lanka. Therefore no competitors for us in the market. It easily

helps us to differentiate our service from the existed related services.

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How does Safe Hands Elder Care Centre differentiate from the related services provided

by others?

Services are provided for short time periods in accordance with customized way.

Unique and high quality facilities such as;

Newly designed buildings with modern technology.

Comfortable rooms with A/C and Non A/C.

Customized healthy foods and beverages.

Ayurvedic treatment.

Calm environment and religious activities.

Leisure activities. (Gymnasium, swimming pool etc.)

Meditation facilities.

Safety, personal care and close supervision.

Affordable prices for high level executives.

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05. Marketing Mix Strategies of Safe Hands

Marketing strategy is a process that can allow an organization to concentrate its resources

on the optimal opportunities with the goals of increasing sales and achieving a sustainable

competitive advantage. Marketing strategy includes all basic and long-term activities in

the field of marketing that deal with the analysis of the strategic initial situation of a

company and the formulation, evaluation and selection of market-oriented strategies and

therefore contribute to the goals of the company and its marketing objectives.

In order to success elder care service in our target market, we have decided following

strategies based on the 8Ps of service.

Product

Product strategy identifies, in broad terms, how you plan to sell your products to your

market place. It documents how the people in our market place. It documents how your

business positions its products and services and it contains your strategies for selling.

So we have decided to include some specific features to our elder care service as a

product strategy. So, with the elder care service there are different packages with the

needs of different customers, different kind of facilities are offered to our target market.

We provide supervision, social and recreational activities, personal care, lunch and

snacks, reading facilities, meditation facilities, leisure facilities, ayurvedic treatment and

often medical care and health monitoring from a nurse on the premises.

Price

Pricing is the process of determining what a company will receive in exchange for its

products. Pricing factors are manufacturing cost, market place, competition, market

condition, and quality of product

We have decided a high pricing strategy to capture the upper class market segment.

because it is required to give a high quality feeling with the high price of elder care

service. Further high income earning executives are in a position to pay high amount as

they highly concern on their social class and status. As a new product which is going to

be introduced, we are trying to use market skimming pricing strategy.

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We offer promotional pricing strategy such as special prices and discounts to our target

customers. So, we have decided following prices for different elder care packages

Registration fee = Rs.3000

One day package =Rs.3000

Two day package =Rs.5000

Three or more day package =Rs.5000 + (2500* No of days)

Specially created services such as Ayurvedic service, gymnasium service, A/C

rooms are added additional 1000 rupees per day.

Place

Where business sells its products or services and how it gets those products or services to

our customers.

Our major centre is located in Colombo 7 to the high income level executives who

deal busy work schedules in their official life. In addition to that, a few of the

proposed branches are being established around Colombo such as Nugegoda,

Dehiwala and outside Colombo such as Kandy, Gampaha and Negombo.

The main reason to locate our business places in these areas, because most of the upper

class people are living in these areas and also most of the work places are located in such

areas. So, our strategy is to improve the accessibility of our target customers & improve

the availability of other services which are relevant to elder care center such as hospital

facilities.

Promotion

The specific blend of advertising sales promotion, public relations, personal selling and

direct marketing tools that the company uses to persuasively communicate customer

value and build customer relationship. It is simply the specification of five promotional

mix or promotional plan. A promotional mix specifies how much attention to pay to each

of the five subcategories, and how much money to budget for each.

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A promotional plan can have a wide range of objectives, including sales increases, new

product acceptance, creation of brand equity, positioning, competitive retaliations, or

creation of a corporate image. Fundamentally, however there are three basic objectives of

promotion. These are

1. To present information to consumers as well as others.

2. To increase demand.

3. To differentiate a product.

For the purpose of promoting the safe hands care service we are going to use advertising

& direct marketing.

As advertising strategies , we have decided to use TV advertisements (Hiru TV,

Sirasa TV& MTV) while news bulletin is telecast. Also we have decided to put

advertisements in the business magazines such as Aratuwa, Mirror, LMD, and

Business Today.

As direct marketing strategies , we have decided to use online advertisements

such as web sites (www.safehands .com), social networks (Twitter, my space).

Process

Sequence of interdependent and linked procedures which, at every stage, consume one or

more resources (employee time, energy, machines, money) to convert inputs (data,

material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage

until a known goal or end result is reached.

When considering about safe hand alder care service, we have decided to provide

efficient quality service for our customers as our processing strategy. Because

most of the upper level persons are very busy persons. So they will not be able to

waste long time period to drop their elders in to the elder care center. So, with this

strategy, we hope to capture majority of demand from our target segment of upper

class people.

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People

People are the most important element of any service or experience. Services tend to be

produced and consumed at the same moment, and aspects of the customer experience are

altered to meet the individual needs of the person consuming it. Most of us can think of a

situation where the personal service offered by individuals has made or tainted a tour,

vacation or restaurant meal. Remember, people buy from people that they like, so the

attitude, skills and appearance of all staff need to be first class. People have an important

role in service delivery, they are relied upon to deliver and maintain transactional

marketing and people play an important part in the customer relationship.

So, as a marketing strategy for our Safe hands elder care service we decided to

recruit most suitable and qualified persons for our organization. So, we allocated

lots of funds to recruit most suitable persons from the labour market. Also our

plan is to develop a good training program to improve the performance of the

employees which we are going to recruit. Because our customers will expect calm

and peaceful service from our employees. So, with the proper training program for

our employees it will help to provide better service and ultimately it will result to

increase the satisfaction and loyalty of our customers.

Physical Evidence

Services as we know are largely intangible when marketing. However customers tend to

rely on physical cues to help them evaluate the product before they buy it. Therefore

marketers develop what we call physical evidence to replace these physical cues in a

service. The role of the marketer is to design and implement such tangible evidence.

Physical evidence is the material part of a service. In our redesigned service, the

following physical evidences can be identified;

In the case of developing strategy on physical evidences we decided to build an

attractive building for our Safe hands elder care center. Also we have proposed to

develop the calm and peaceful environment within our safe hands care center.

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The design of the building itself, signage around the building, and parking at the

building, how the building is landscaped and the environment that surrounds the

building.

The interior of the service environment which how well it is equipped, internal

signage, how well the internal environment is laid out, and aspects such as

temperature and air conditioning.

Packaging.

Internet/web pages.

Paperwork.

Brochures.

Furnishings.

Uniforms and employee dress.

Loyalty card.

Productivity

In what is your offering a good deal for the customer? This is less about you as a business

improving your own productivity for cost management, and more about how your

company passes this onto its customers. Remember that this always needs to be tied with

quality; you supply the best, and use the best products, procured fairly at the lowest cost.

In our service, we offer our customers high quality service without being wasting

time. Here especially we would make sure that the sons and daughters of the

adults are delivered a productive service.

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06. Nature of service environment

The nature of the service environment is highly affect to success of service sector

business .The physical service environment that customers experience is the end point of

the service delivery system captured in the place and time elements of the 8Ps. In high

contact services, it will result to improve the customer satisfaction with the good service

environment of the business. So, service environment communicate and determine the

positioning of the service, shape employees as well as customer productivity, guide

customer through the delivery system and may represent a core components of a firm’s

search for competitive advantage.

The Russell model of affect

As shown above emotional responses to environments can be described along two main

dimensions Pleasure and Arousal. Pleasure is direct, subjective response to the

environment, depending on how much the individual likes or dislikes it. Arousal refers to

how stimulated the individual feels, ranging from deep sleep to the highest level of

adrenaline in the blood stream.

In the case of Safe hands elder care service we decided to build contentment (relaxing)

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environment within the organization. So it will help to attract and increase the satisfaction

of our customers with the pleasant environment. Because consumers of our safe hand care

center are in the elder hood. So they are expecting peaceful environment also the sons or

daughters of the elders are willing to stay their parents in a secure environment. So, it is

essential to develop calm and peaceful environment in the environment.

The impact of ambient conditions

Ambient conditions are those characteristics of the environment pertaining to our fine

senses. Even when not consciously noted, they may still effect people’s emotional well

being, perception and even attitudes and behaviors. Say

Music

People tend to adjust their pace, either voluntarily or involuntarily to match the music. A

survey conducted in a restaurant reveals higher sale while playing music in slow beat,

than fast beat.

So, we have organized some special music arrangements for our customers such as

classical music within the organization. It helps them to have sound mentality and

develop the elders’ physical health as well.

Scent

An ambient smell is one that pervades an environment may or may not be consciously

perceived and is not related to any particular product. In aroma therapy it is generally

accepted that scent have distinct characteristics and solicit certain emotional,

psychological and behavioral responses. Research has shown that scents can have

significant impact on customers’ response.

In the case of our organization we have planned to recruit separate group of employees

with the responsibility to clean the environment of the organization. It will result to

develop clear environment with the environment with good smells. So ultimately our

customer’s impression can be increased with the proper conditions in the organization.

Colour

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Colour is stimulating, calming, expressive, disturbing, impression, cultural, exuberant,

and symbolic. It pervades every aspect of our lives, shines the ordinary and gives beauty,

drama to everyday objects. Research in service environment has shown despite differing

colour preferences, people generally drawn to warm colour environment. Red though

belongs to warm category is perceived to be negative.

So, we have planned to develop a big building for our organization, in order to

give a cool feeling for the persons who are looking the organization we planned to

paint our building with cool colours such as Blue, violet and Green.

Signs, Symbols, and Artifacts

Many things in the service environment act as explicit or implicit signals to communicate

the firm’s image, help customers to find their way, and convey rules of behavior. In

particular the first time customers will automatically try to draw meaning from the signs

and artifacts and will try to draw clues to help them form expectations about the level and

type of service that is being offered.

The challenge for services cape designers is to use signs, symbols, and artifacts to

guide customers clearly through the process of service delivery.

For our organization we planned to build attractive logo for our organization. It

will help to give a good feeling about safe hands care service to our customers

In order to develop Safe hands care environment we have planned to develop following

things.

Newly developed attractive building

Different religious places for different religious customers

proposed Eco friendly environment in calm and peaceful manner

Medical centers for all the customers to provide treatments in special situations.

Facilities to enjoy the life of elders such as places to play (carom) & swimming

pools

Special body therapy treatments for elders.

Our strategy is to develop our organizational environment as a strategy to attract huge no

of customers for our Safe Hands Elders Care Center.

07. Customer Involvement

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Although the industries within each category may appear at sight to be very different,

analysis will show that they do, in fact, share important process related characteristics. As

a result, managers from different industries may obtain valued insight by studying another

industry within the same category and then create useful innovations for their own

organization. Four different types of processes often have distinctive implementations for

marketing, operations, and human resource strategies. Therefore understanding different

methods of customer involvement is real crucial and significant.

Four types of customer involvement

People processing

Possession processing

Mental stimulus processing

Information processing

As we, Safe Hand Elder Care, is offering service for elders, our customer involvement

as a process, lays under People processing

This is a service which directed at people’ bodies. Acquiring this service, a customer must

physically enter the service system. Because they are an integral part of the process and

cannot obtain the desired benefits by dealing at arm’s length with services suppliers.

If elder as a customer wants the benefits the people processing services have to offer he

must be prepared to cooperate actively with the service operation. Also non-financial

costs play a key role because services provider has to sacrifice a lot of time period

because elders are huge responsibility for the entity. Further employees of this entity have

to bear great mental and physical effort. In addition to that, customer should consume the

service when services provider produce it. Under these circumstances, employee should

deliver the service by thinking about adult’s characterized needs and convenience.

It is more significant to offer kind hospitality and safe keeping for the adults in our firm

which lays under the theory of flower of services. Flower of services of Safe Hand Elder

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Care Centre has been further analyzed later part of the report.

Behavior of other customers’ response affect to customer decision making process. So

employees have to provide a good service for building strong relationship with existing

customers and to acquire more potential customers.

Service Encounter

Service encounter is the period of time during which customer interacts directly with the

service organization. It is dyadic interaction between a customer and service provider.

Service encounter is crucial, because this is a service, spending with people. As a high

contact services, customer visits the service facilities in person and is actively involved

with the service organizations and its personal throughout service delivery. Hence

consumer satisfaction does not depend on what they provide, but how it is provided.

Quality customers receive in the service can be identified under two different way. They

are;

Technical Quality-It is what customers receive during service, or what remains

when a service is over.

In our case, customer has a great and enjoyable time with proper health and

personal care with the service we provide.

Functional Quality- How process is performed and its influence on overall

impression of quality.

We deliver various facilities of service to adults under well trained service staff so

that their impressions may lead toward the firm.

Functional quality is more important and predominant to Safe Hands Elder Care Centre

than that of technical quality.

People Processing

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08. Flower of service

Information

Customers often requires information about how to obtain and use a product or service. In

the case of our business we developed the following methods as our information services

to obtain service.

Web site

We have proposed to develop a web site with the name of www.safehands.com.

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Park the Car

Explain the requirements needed for the certain time

Period

Registration and part payment

Check-in

Comfortable accommodation with special care and related

activities for short time period

Settle the bill

Take the elder from the center

Explain the different packages provided

Customer information entered in database and medical inquiry.

Carrying the elders with luggage

Calm environment, Comfortable room, Religious activities, Healthy

food & beverages, Leisure activities, Medical test, Ayurvedic

service

Billing center / post payment

Greetings


Email

Our email address is [email protected]. Our customers can request the procedures

that they can use to get the service from us via email.

Business magazines

We proposed to put advertisement in the prestige business news papers such as LMD,

Vogue, Business today.

TV advertisements

Our target market is upper class customers so, they are very busy throughout the day

therefore we have planned to put our advertisements at the time of news is being

telecasted. (7.00 p.m -10.00p.m)

Order taking

Customers need to know what is available and may want to secure commitment to

delivery. The process should be fast smooth, polite and accurate.

In the case of our elder care service we proposed to use online reservation, check

in, Telephone reservation. In addition to above methods we are using manual

filling applications.

Billing

Bills should be clear accurate and intelligible.

We have developed a specific form bills which can be printed by using machines.

So we have proposed to develop software with the purpose of printing bills.

Payments

Customers may pay faster and more cheerfully, if you makes transactions simple and

convenient for them.

In order to provide quick transaction facilities we proposed to use online

payments, credit card payments and direct payments. t will help to improve the

customer satisfaction with quick billing facilities. our customers (persons who are

caring elders in their house) do not like to waste time because of their busy life.

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Consultation

Value can be added to goods and services by offering advice and consultation tailored to

each customer’s needs and situation.

So we have planned to use psychological counseling, meditation and developed mentality.

Hospitality

Customers who invest time and effort in visiting a business and using its services deserve

to be treated as welcome guests.

We planned to make customized healthy foods and beverages because some customers

may have some diseases. So with that we have to prepare some tailored foods to fulfill

needs of our each customer. Also we planned to prepare toilets with the different

requirements of our customers and maintain them in clear manner. Again we proposed to

supply personalized security service for our customers. because most of our customers are

expecting a service as in their houses. Also when entering new customers and existing

customers we planned to implement warmly welcome service for them. So it will help to

give first screen idea about service of our organization.

Safekeeping

Customers prefer not to worry about looking after the personal possessions that they bring

with them to a service site.

In order to develop good safe keeping service within our elder care service

organization, we proposed to recruit separate security persons for our

organization. Also we planned to give proper training program for the employees

who are caring elders in the organization with the purpose of improving the

service for elders in a secure manner.

Exceptions

Customers appreciate some flexibility when they make special requests and resolve

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problems.

In order to develop good safe keeping service within our elder care service

organization, we are in position to offer advanced treatments through direct

contact with the help of banks and consultants. And further we provide specialized

services for adults and solve the issues they are encountered in being within the

premises.

09. Service Recovery System

+ =

Why does customer complain?

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Do the job right the first time

Effective complaint handling

Increased satisfaction & loyalty

Identify service complaints

Resolve complaints effectively

Learn from the recovery experience

-Monitor complaints-Maintain complain &

suggestion boxOnline feedback – e-mail, skype, twitter

-Evaluation forms-Telephone hot line

-Develop effective recovery system

-Training employees to handle complaints effectively

-Conduct root cause analysis

-Parato analysis


When customer feels discrimination between expected and actual service they have

experienced. In our organization, we need complaints to increase the service quality by

overcoming failures.

We are having several methods to identify and handle the customer complaints. They are;

Customer hotline

Feedback forms

Suggestion box

Online complaints (Web site and E-mail)

Service recovery

The existence of proper recovery system in the organization is really vital to encounter

customer complaints. It helps the firm to accomplish and build strong customer loyalty

and retention.

Here, one member has to be appointed to collect and sort client complaint which

navigates the administration to make possible actions to solve the particular customer

inconvenience.

We can categorize complaints as follows;

Service quality improvements

Pseudo complaints

Unfair complaints

Then the firm is possible to call back the identified consumers to express thanks and

gratitude so that the administration is in a position to provide service quality in an

advanced way.

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10. Factors Influencing Customer Expectations of Service

The zone of tolerance is usually defined as the range of customer perceptions of a service

between desired and minimum acceptable standards. In essence it is the range of service

performance that a customer considers satisfactory. Performance below the zone is seen

as dissatisfying and performance above the zone is seen as delighting. The importance of

this zone of tolerance is that customers may accept variation within a range of

performance, and any increase or decrease in performance within this area will only have

a marginal effect on perceptions.

These are the examples under the adequate service level.

Cool & calm environment

Security place

Accommodation & Healthy Foods

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Personal Needs

Beliefs about what is possible

Perceived Service

Alterations

Situational Factors

Desired Service

Adequate service

Explicit & Implicit service

promisesWord of MouthPast experience

Predicted services


These are the service that comes under desired level.

Ayuruvedic Spa

Advance counseling

Swimming pool & Gymnasium

11. Relationship marketing

It was first defined as a form of marketing developed from direct response marketing

campaigns which emphasizes customer retention and satisfaction, rather than a dominant

focus on sales transactions.

There are 4 main aspects that can be seen under relationship marketing. Such as,

,

• Understanding customer expectations.

• Building service partnerships.

• Empowering employees.

• Total quality management.

Understanding customer expectations

Companies must be able to identify what the customer want and market a product to them

that exceeds their expectation.

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In our case, the safe hand elder care centre identified the hidden social problem in urban

society. And the customer preference towards this issue. Then create the new service

according to their perceptions also more than they expected (delightful).

Building service partnerships

Companies must work closely with their customers to add information and

services beyond their traditional products to increase the value of their offerings to

customers.

Basically this is not an traditional business. Also this is a kind of social service in one

aspect. Therefore our positioning strategies are differing from traditional business. We

must deal with our customers very friendly and trustfully and also highly respect for their

ideas and critics to enhance our service and to add more value to our customers.

Empowering employees

Companies must encourage and reward their salespeople for taking initiative and

using creativity in helping solve customer problems.

Normally, we trained and hired skill full labours and we must aware about their specific

qualities and abilities. Because of we deal with elders or old peoples. Therefore

employees must need some specific interpersonal skills rather than other businesses.

Total quality management

This is the process by which the company strives to improve customer satisfaction

through the continuous improvement of all its operation.

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To do this safe hand elder care centre maintain good overall operational and planning

system. In additionally, company maintain effective recovery system, skill full employees

and special kind of managerial tools like ROOT CAUSE ANALYSIS, PARETO

ANALYSIS.

ELEMENTS OF RELATIONSHIP MARKETING

Comparison between traditional marketing and relationship marketing

TRADITIONAL MARKETING

1. Transactional based

2. Aim to seek new customers

3. Focus on single save

4. Discontinuous customer contact

5. Importance of product benefits

6. Short time scale

7. Less emphasize on service

8. Quality is concern of production

9. Persuasive communication

RELATIONSHIP MARKETING

1. Focus on customer relations

2. Continuous customer contact

3. Important of customer benefits

4. Longer time scale

5. High customer service

6. Quality is concern of all

7. Regular communication

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RELATIONSHIP MARKETING

QUALITYCUSTOMER

SERVICEMARKETING

service marketing-new service design

Health & Medicine