Service Encyclopedia of Lovely Professional University

Submitted To:-

Ms. Gaganjeet HOD, LSB

Submitted By:-

Ahmad Mustafa Reg. No.10811688 Roll No. R1801A16

Introduction

With education increasingly becoming the primary determinant of overall development in the emerging knowledge economy, it becomes interesting for students, teachers, and all those who omy, are concerned. With a huge no. of schools, colleges and universities across India, they provide ge nd information on various career courses important educational institutes like IITs, IIMs, JNU, DU courses, and other MBA colleges. Keeping in mind the needs of the working professionals there is online s. needs o education and different distance-learning courses. The education loan has made it easier for those who were intelligent and god gifted to continue their higher education at best institutes of India est and abroad as well.

Service marketing environment
The physical service environment plays an important role in shaping the service experience and delivering customer satisfaction. Rather it is an important component of LPU’s overall value propostion. Since service environment also known as sevicescapes of LPU relates to the style and appearance of its physical surroundings and other elements which is encountered by students (customers) at service delivery sites. Designing service environment is an art and after this implementation is the big part. It infleunces buyer behavoiur in three ways viz. • Message creating medium: symbolic cues to communicate the distinctive nature and quality of the service experience. • Attention creating medium: to make the servicescape stand out from other competing establishments, and to attract customers from target segments. • Effect creating medium: colors, textures, sounds, scents and spatial design to enhance the desired service experience, and/or to heighten an appetite for certain goods, services or experiences. LPU has an extra-ordinary service environment and the action part is also of high degree. Taking reference from the servicescapes model , I will be defining the service environment of LPU. 1. Environmental dimensions which includes ambient conditions, space/function, signs and symbols. 2. Moderators like employee and customer (student) response moderator. 3. Internal responses which includes cognitive, emotional and psychological responses of employees as well as students. 4. Then, Behavioral approach will be studied which will include interactions and feedback regarding attractions and satisfaction level.

Service segmentation
Here the aim of my study would be that what the different attributes are on the basis of which LPU divides their populations into different segments. It will include

segmentation on the basis of market research which guides the marketers to define the attributes that make markets, prospects and customers unique. Segmentation model output is used to define and predict the success levels of sales & marketing initiatives, providing the supporting metrics to ensure the efficiency of each initiative. Since education in present world has become the basic necessity of every successful individual. So the main differential aspect is the disposable income present in the pockets of target prospects. Still the easy availability of education loan also propels the management of LPU to go for intensive promotions of its programs to be run at the main campus. As the target customers of LPU are both the parents and their children, so the segmentation would be two-focused strategy whereby parents would be identified and guided properly as per their expectations. To cater the overall north India LPU has set many offices say at Delhi and Jammu and Srinagar as well so that more and more students get admitted. The infrastructure of LPU is now famous and also in process all over North India in particular and all over India in general. All the states of India are targeted as the mission of LPU is “to be the international university in 2020”.

Customer requirements and Expectations
The main customers of LPU are its students and the faculty. The pre-requisites of students are: 1. Highly skilled and experienced faculty 2. Good infra-structure 3. High IT enabled features 4. Practical curriculum for academics and extra-curriculum activities 5. Good placement 6. Updated content of syllabi. 7. Flexible timing of classes as per courses 8. All types of courses A good structured questionnaire and depth interview will be conducted to complete this project. Other aspects like Quality Concerns of LPU services from all perspectives, Integrated Gaps Model of Service Quality of LPU, Draft Service Recovery Strategies used or proposed by LPU management, Design Service Blue Print and Set Standards of LPU from long run point of view, Draft Positioning Maps by asking questions to existing students (using questionnaire), Design Servicescapes from competitors and its missionary point of view, Employee & Customer role in service delivery, Integrated Services Marketing Communication, Pricing of Services, Delivering Service through Intermediaries and Managing waiting Lines.

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