Services Marketing

Question: How the delivery process and service environment could be improved. Answer: It is important for every service providing company to indulge in developing a quality service environment to obtain consumer satisfaction, client service and the purchaser experience. In the context of the company named ARC MEDICAL GROUP, Malaysia the requisitions are the same. Now under the guidelines of the Service Marketing theory, a critical analysis and some recommendations can be made for the improvement of the service environment. As discussed by Haksever et al. 2015, the Gaps model theory of service quality talks about the gap between the customer expectation and the service provided by the companies. The ARC MEDICAL GROUP is also facing this issue. The other gaps mentioned by the theory are the four different kinds of providers gap. They are the lack of knowledge of the customer expectations, designing of the right service standards, not delivering these standards and not matching the promises. If the ARC MEDICAL GROUP tries to avoid these customer satisfaction issues, they need to follow some strategic alterations. As discussed by Fisk 2013, it is important for a healthcare service provider to ensure a high quality ambient condition. In addition to this, the company needs to focus on its condition of the functionality. As the company named ARC MEDICAL GROUP is providing a diverse pattern of services, it is typically important for them to follow some major guidelines to be more effective in the delivery proc ess and the improving the service environment. Recommendations: If the company aims to eradicate the issues identified in the Gaps model theory, they need to follow the guidelines of the service marketing theories. As opined by Haksever et al. 2015, to eliminate the described gap between the service providers promise and the lack of service delivery the philosophy of Word of Mouth should be followed. By providing high-class customer service, a business develops its ground for word-of-mouth marketing. If the ARC MEDICAL GROUP can provide a better quality service, it will collect a number of referrals, which will encourage customers to recommend them to others. For the improved quality of the service delivery, the ARC MEDICAL GROUP needs to follow the approach of process improvement. As opined by Krn 2014, to meet the gap of promised quality and the provided service the company needs to be focused on the process improvement. It may include the online registration, using the better quality of products and instruments, and designing the standard of service so that the employees can also deliver a better service. As they are operating in the healthcare sectors, they need to be more focused on the ambiance. As discussed by Rao and Oumlil 2015, according to the Gap model, the company has to know that the customers want a serene and peaceful environment in such a setup. They need to use the lights, which are more soothing to the eyes, and mild music can be offered to the consumers. The consumer need has to be totally understood. The company may follow a strategy of survey or customer recommendation for the improvement of the service environment. References: Haksever, C., Cook, R.G. and Chaganti, R., 2015. Applicability of the gaps model to service quality in small firms.Journal of Small Business Strategy,8(1), pp.49-66. Krn, S., 2014. Analysing customer satisfaction and quality in constructionthe case of public and private customers.Nordic journal of surveying and real estate research,2. Rao, C.P. and Oumlil, A.B., 2015. Some critical distribution problems in services marketing. InProceedings of the 1988 International Conference of Services Marketing(pp. 235-245). Springer International Publishing.