1. How MYA Should Address Service Quality Issues
A poor service quality gives out a message that the company does not focus on its customers that can be pretty bad for the business. To improve the service quality, the first thing that MYA and its employees need is patience. Because people come here to get a cosmetic or plastic surgery and going through that physical transformation can be hard for people. The employees of MYA should be patient enough to take care of the customers and handle the issues that they are facing with calm and composed behaviour. This will help represent a positive attitude of the company, and customers will feel more satisfied (Cronin, et al., 2000).
As this is the aim of MYA to provide consultation, assessments, surgery and offer post-surgery services, the attitudes of its customer is significant for a premium service. Throughout the whole process, the customer needs full attention and support from the team and in the case of MYA, that lack of attention can lead to bad customer reviews and poor service quality. Therefore, the management of MYA should make sure that the employee community has enough communication skills and patience to listen to the customers that they don’t feel that their issue is being handled hastily. After the surgery, if the customer is not provided enough information about the preventions and precautions, his/her surgery might get affected. This situation is most likely to result in a service quality issue. Therefore, MYA staff should have enough knowledge about the process that the customer is going through and answer his queries at all stages. It has been argued by marketing experts that most service quality issues can be handled with a positive attitude of the company and in the case of MYA, this idea has strong practical implications (Meninguad, et al., 2001). MYA does not deal in an industry where the customer enters the shop, buys the product and leaves; it is a long-term process that takes time, effort and attention from both sides. Therefore, MYA should be able to read the customer and his personal and psychological needs. It is to be ensured that the needs of the customers are addressed beforehand according to their preference so that any future service quality issue can be prevented. Taking care of the service issues proactively would not only decrease the customer churn rate but is also most likely to increase customer referral rate (Zeithami, 2009). 2. Keys Involved in Managing Service Marketing Mix For its marketing mix, there are four keys that are involved in making it desirable and make the service premium for the customers. As the main four parts of the marketing mix model include price, product, promotion and place, it won’t be wrong to say all four elements are important for MYA’s marketing techniques and tools. First of all, MYA needs to focus on its products and the services that it is providing to the customers. This is always the key element in every marketing no matter what the nature of the product is (Manchanda & Lewis, 2004). As mentioned earlier, MYA’s customers are generally, and should be very sensitive and careful about the treatment that they are getting. Therefore, to manage its marketing mix and incorporate that model …show more content…
MYA should target on how to keep the customer satisfied and see what models of marketing and customer satisfaction should be incorporated to do that. Something that might be very useful is marketing automation to make sure that the customers are regularly updated about any new product or services that are being introduced. This will also convey a message to the customers that MYA is filling them in. As MYA gets calls about its services and appointment timings, it will be a great idea to get a contact center automation that will reduce the hassle not only for the customer for the staff of MYA as well. For marketing and selling, it needs to focus on what type of products and services are preferred by the customers and should also get their feedback and suggestion regarding any changes in the services provided. Moreover, this service provision should be smooth and well-structured so that the customer feels comfortable (Prasongsukarn,
A poor service quality gives out a message that the company does not focus on its customers that can be pretty bad for the business. To improve the service quality, the first thing that MYA and its employees need is patience. Because people come here to get a cosmetic or plastic surgery and going through that physical transformation can be hard for people. The employees of MYA should be patient enough to take care of the customers and handle the issues that they are facing with calm and composed behaviour. This will help represent a positive attitude of the company, and customers will feel more satisfied (Cronin, et al., 2000).
As this is the aim of MYA to provide consultation, assessments, surgery and offer post-surgery services, the attitudes of its customer is significant for a premium service. Throughout the whole process, the customer needs full attention and support from the team and in the case of MYA, that lack of attention can lead to bad customer reviews and poor service quality. Therefore, the management of MYA should make sure that the employee community has enough communication skills and patience to listen to the customers that they don’t feel that their issue is being handled hastily. After the surgery, if the customer is not provided enough information about the preventions and precautions, his/her surgery might get affected. This situation is most likely to result in a service quality issue. Therefore, MYA staff should have enough knowledge about the process that the customer is going through and answer his queries at all stages. It has been argued by marketing experts that most service quality issues can be handled with a positive attitude of the company and in the case of MYA, this idea has strong practical implications (Meninguad, et al., 2001). MYA does not deal in an industry where the customer enters the shop, buys the product and leaves; it is a long-term process that takes time, effort and attention from both sides. Therefore, MYA should be able to read the customer and his personal and psychological needs. It is to be ensured that the needs of the customers are addressed beforehand according to their preference so that any future service quality issue can be prevented. Taking care of the service issues proactively would not only decrease the customer churn rate but is also most likely to increase customer referral rate (Zeithami, 2009). 2. Keys Involved in Managing Service Marketing Mix For its marketing mix, there are four keys that are involved in making it desirable and make the service premium for the customers. As the main four parts of the marketing mix model include price, product, promotion and place, it won’t be wrong to say all four elements are important for MYA’s marketing techniques and tools. First of all, MYA needs to focus on its products and the services that it is providing to the customers. This is always the key element in every marketing no matter what the nature of the product is (Manchanda & Lewis, 2004). As mentioned earlier, MYA’s customers are generally, and should be very sensitive and careful about the treatment that they are getting. Therefore, to manage its marketing mix and incorporate that model …show more content…
MYA should target on how to keep the customer satisfied and see what models of marketing and customer satisfaction should be incorporated to do that. Something that might be very useful is marketing automation to make sure that the customers are regularly updated about any new product or services that are being introduced. This will also convey a message to the customers that MYA is filling them in. As MYA gets calls about its services and appointment timings, it will be a great idea to get a contact center automation that will reduce the hassle not only for the customer for the staff of MYA as well. For marketing and selling, it needs to focus on what type of products and services are preferred by the customers and should also get their feedback and suggestion regarding any changes in the services provided. Moreover, this service provision should be smooth and well-structured so that the customer feels comfortable (Prasongsukarn,