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Group a

Its not uncommon to read articles and blog posts highlighting the importance
of delivering exceptional customer service, nor is it rare to read about an
increasing interest in producing participatory work that allows the customer to
act as co-curator. But to create a lasting impact we need to combine these
ideas and consider how every aspect of our work may (or may not) affect our
customers. Attention to the customer experience must be paid by all
departments in order to ensure delivery of top quality experiences and
services because this service delivery is critical to nurturing the customer
relationship, building value and ensuring sustainability. In their paper, The
Politics and Theatre of Service Design, Lara Penn and Cameron Tonkinwise
state, service designs must guide the recipient in how to make appropriate
demands of the service; but they must also guide the provider in how to meet
those varied demands in flexible ways. We need to fully understand the type
of experience our customers wantbeginning with the initial encounter and
continuing after the experience has endedand identify ways in which we can
cater to those desires as a means to fulfill mission.

Services comprise a set of economic activities like transportation, trade,
tourism, communications, banking and insurance, real estate, public
administration, defence and so on. According to an Adrian Payne four
factors are responsible for growth in the service sector. They are:
demographic, social, economic and political. Demographic changes: The
life expectancy has raised which in turn, is producing an expanding
retired population. This sector has created a new demand for travel
and leisure, as well as for healthcare, nursing and life insurance. The
need for infrastructural support services has increased due to the
development of new towns and regions.

Social changes: The number of womens in work force has increased,

and this has led to traditional domestic functions being performed
outside the home. The rise in number of double income household has
created a greater demand for consumer services, including retailing,
real estate and personal financial services. With the growing income,
the standard of life has improved. Smaller families with double income
spend ore on entertainment, travel and hospitality services.
The aspiration levels have increased due to communication and travel.
As a result, both children and adults are making new demands on
learning establishments, so that they can develop the skills needed in
order to compete. In the complex and fast changing environment. This
has opened avenues for knowledge and information based services.

Some of the factors to consider while selecting channels of distribution are as
follows: (i) Product (ii) Market (iii) Middlemen (iv) Company (v) Marketing
Environment (vi) Competitors (vii) Customer Characteristics (viii) Channel
We have to consider the following factors for the selection of channel of

(i) Product:
Perishable goods need speedy movement and shorter route of distribution.
For durable and standardized goods, longer and diversified channel may be
necessary. Whereas, for custom made product, direct distribution to consumer
or industrial user may be desirable.

(ii) Market:
(a) For consumer market, retailer is essential whereas in business market we
can eliminate retailing.

(iii) Middlemen:
(a) Middlemen who can provide wanted marketing services will be given first
(b) The middlemen who can offer maximum co-operation in promotional
services are also preferred