An Investigation new Service Marketing Trends and how it affects ethics

in Sri Lanka

Submitted in the partial fulfilment for the award of Graduate

Diploma in Management

P. A. Dinidu Roshan Madhuranga

419021413

Professional Project
Module GDM 406

-------- words
27 October 2014
DECLARATION

I declare that this Professional Project is an original work carried out by me under the
supervision of Mr Kish, Module Tutor and submitted in the partial fulfilment of the
requirement for the award of Graduate Diploma in Management.

Signature:

Name : P. A. D. R. Maduranga
 TABLE OF CONTENTS

1.0 INTRODUCTION................................................................................................4

1.1 Background to study........................................................................................4

1.2 Problem Justification.......................................................................................4

1.3 Problem Statement..........................................................................................5

1.3 Objectives........................................................................................................5

2.0 LITERATURE REVIEW......................................................................................6

2.1 Introduction to key concepts...........................................................................6

2.2 Historical background to the subject...............................................................6

2.3 Variables in your research..............................................................................7

2.4 Discussion centred on dependent variables...................................................7

2.5 Discussion centred on independent variables................................................7

2.6 Analysis of findings at country level................................................................7

2.7 Summary of your findings................................................................................7

3.0 METHODOLOGY...............................................................................................9

3.1 Research Philosophy......................................................................................9

3.2 Research Approach.........................................................................................9

3.3 Unit of analysis................................................................................................9

3.4 Data collection strategy...................................................................................9

3.5 Sampling plan..................................................................................................9

3.6 Data analysis...................................................................................................9

3.7 Time plan.........................................................................................................9

4.0 CONCLUSION AND REFLECTION.................................................................10

5.0 REFERENCES.................................................................................................11

6.0 APPENDICES...................................................................................................12
 1. Abstract

In the Modern world Services are most imported part of human life. When the human life
goes tied and Tuff, they need more and more services to satisfy their needs. Services are
every ware, any one, any Place can provide any type of service, it might be a restaurant or
it might be a little coffee shop. It’s not a matter to customer if its satisfied their levels of
needs.

Services are intangible, it cannot be hold on or stocked, if there is a Service, There must
be a two or more parties for Participate for it, one part is the Service Provider, and other
party is Consumer or Customer.

In Sri Lanka, there is a Huge Increased in Service Sector in last two Decade, during 1990
to 2000, and 2000 to 2015, there is significant Development in the Service Sector, Service
Sector moved towards in the Participation for the GDP for more than Agriculture and
Industry, according to Central Bank Report (2014) Service sector Holds a 58.8% of the
Share of GDP (%) much more than Agriculture (12.5%) and Industry (28.6) .

There is various types of Service Based Companies ins Sri Lanka, and there has a Huge
Competition among that companies for holding their place in the market, therefore
companies Followed various Types of Marketing strategies for make a big revenue and
hold a their market Share, there is ethical types of Strategies and much more unethical
Types.

This Research Discussed what is the type of Sri Lankan Service marketing Strategies,
how strong they are, how that strategies does effects ethics in sri Lankan Culture and
Social Circumstances.
 1. INTRODUCTION

1.1. Background to study

Services are all around us - as consumers we use services every day. The growth in the
service economy is widely recognized and increasingly contributes to the economic
development of many regions. Although the service sector accounts for most of the new iob
growth in developed countries, the dominance of the service sector is not limited to highly
developed nations. Many services such as those in the tourism sector contribute very
heavily to developing economies also. By their very nature, services are diverse and
therefore have often been difficult to define. However there have been many attempts to
describe services and there is an overall recognition of what they are and how they
contribute to marketing offerings and the economy.

Acceding to the Annual Report Ministry Of Finance Sri Lanka (2014, p18) The Services
sector remained the highes contributor to GDP with 57.6 percent sharee to growth in 2014
supported by the performance of the transport and communication, and wholesale and
retail sub-sectors. Importantly, Industry sector continued to maintain the highest sectoral
growth rate in 2014 recording 11.4 percent growth over 2013, with a contribution of 32.3
percent to GDP. The manufacturing subsector continued to remain as the highest
contributor to the Industry sector fuelled by the growth of food, beverages and tobacco sub
sector. In addition, the construction sub sector recorded the highest growth of 20.2 percent
in 2014. Meanwhile, the Agriculture sector recorded a slow growth rate of 0.3 percent due
to unfavourable weather conditions which affect negatively on many commodities.

Now we Can Idintifiy the Service Sector is the Mejor Sector in Sri Lankan Economy and it
holds Srong place in Future economy predictions.

2. Problem Justification

Services are the most sought after in the market today. So the strategy will be adopted by
the various agencies to educate the service. As a result, various competitive strategies not
pay for it, they always are trying. The service is due to increased competition in the
marketing. Sri Lanka, for example, Comparing the past, there is monopoly type economy
before 1972. There is one or two authorized Institututions handle the huge Service sections,
Ex;Ceylon Mail, Ceylon Radio Corporation, there was no aultanative products for totally
Satisfied our needs, that’s why there isn’t any Compition for the Service section before
1972.
But when the Sri Lankan Economy open for a Free trade, in the J. R. Jayawadhana
Governmant Dicide to allowed the enter the private sector to the the Service and Indrutry
secture and it braiks the monopoly of State.
After then sri lanka make a huge transition not only in the island, but also in south Asian
economy,
Now Sri lanka in most growing country in south asia in 2014 (according World bank midyear
report 12th June 2014) it has been hit in 7.2 percent in 2014. According to the report, Sri
Lanka's annual growth is forecast to remain broadly stable at 7.2 percent in 2014, and over
time, to moderate to about 6.9 percent in 2015 and 6.7 percent in 2016, slightly higher than
estimates of medium-term potential growth for the country.
When the economy make high ingrees its will be make a positive and negative sub results
to the Country, when the economy move fast, some time it will breik some ethical things. It
also effects to the Organaizations. Organization try to make a huge number of revenue,
there for sometime Organization Breiks the Ethics and Cultural things, unless they hold in
their market Place Strongly.
somehow during this fastest growing development it has been strong marketing campaigns.
But there has some problems because sri lanka has some ethics and culture becoming in
long years ago. Therefore it will Be a majer problem in sri Lankan service marketing feelds.

3. Problem Statement

An Investigation new Service Marketing Trends and how it affects ethics in Sri Lanka

4. Objectives

 To Find current situation of sri Lankan Service market stand on, and how its effect to
the sri Lankan economy.
  To find out what is the main themes used by sri Lankan service marketing
Companies
 To Research its how effect to the sri Lankan cultural and social situation. Because
Most service marketing Campion directly target on human based teams.
 Finally to analyse the impact of Investigation new Service Marketing Trends and how
it affects ethics in Sri Lanka.

5. LITERATURE REVIEW

5.1. What is the Service marketing

The world economy today is progressively characterised as a service economy. this is often
primarily becouse of the increasing participation of service sector within the economies of
most developed and developing countries. In fact, the expansion of the service sector has
long been thought-about as indicative of a country’s economic progress. The American
Marketing Association defines services as - “Activities, benefits and satisfactions which are
offered for sale or are provided in connection with the sale of goods.” According to Berry
(1980, p.23) In general, goods can be defined as objects, devices or things, whereas
services can be defined as deeds, efforts or performances.

5.1.1. Scale of market entities

In interesting Breaking free from product marketing (1977, p.77) of perspective regarding
the differences between goods and services is provided by the scale of market entities.The
scale of market entities presented in Figure 1.1 displays a continuum of products based on
their tangibility, where goods are tangible dominant and services are intangible dominant.
The core benefit of a tangible dominant product typically involves a physical possession
that contains service elements to a lesser degree. For example, an automobile is a tangible
dominant product that provides transportation. As the product becomes more and more
tangible dominant, fewer service aspects are apparent (e.g. salt). In contrast, intangible
dominant products do not involve the physical possession of a product and can only be
experienced. Like the automobile, an airline provides transportation, but the customer does
not physically possess the plane. The airline customer experiences the flight; consequently,
service aspects dominate the product’s core benefit and tangible elements are present, but
to a lesser degree. In comparison, fast-food businesses which contain both a goods and
service component fall in the middle of the continuum.

Figure 1.1 Scale of market entities

Source: Adapted from G. Lynn Shostack, ‘Breaking free from product marketing’, Journal of
Marketing, April 1977, p. 77.

5.1.2.The Molecular Model

The molecular model is another useful tool for expanding our understanding of the basic
differences between goods and services. A molecular model is a pictorial representation of
the relationship between the tangible and intangible elements of a firm’s operation. One of
the primary benefits obtained from developing a molecular model is that it is a management
tool that offers the opportunity to visualize the firm’s entire bundle of benefits that its product
offers customers. Figure 1.2
Figure 1.2 The Molecular Model

Source: Adapted from G. Lynn Shostack, “Breaking Free from Product Marketing,” The
Journal of Marketing (April 1977), p. 76.

5.2. The defining characteristics of a service

Intangibility: Services are intangible and do not have a physical existence. Hence services
cannot be touched, held, tasted or smelt. This is most defining feature of a service and that
which primarily differentiates it from a product. Also, it poses a unique challenge to those
engaged in marketing a service as they need to attach tangible attributes to an otherwise
intangible offering.

Marketing problems caused by intangibility

As a result of the intangibility of services, a number of marketing challenges arise
that are not normally faced when marketing tangible goods. More specifically, these
challenges include:
 the lack of service inventories

 the lack of patent protection

 the difficulties involved in displaying and communicating the attributes of the service
to its intended target market
 the special challenges involved in the pricing of services. K. Douglas Hoffman et al
 (2010, p.14)

Heterogeneity/Variability: Given the very nature of services, each service offering is unique
and cannot be exactly repeated even by the same service provider. While products can be
mass produced and be homogenous the same is not true of services. eg: All burgers of a
particular flavor at McDonalds are almost identical. However, the same is not true of the
service rendered by the same counter staff consecutively to two customers.

Marketing problems caused by heterogeneity

The major obstacles presented by heterogeneity translate into the fact that service
standardisation and quality control are difficult to achieve. Many service organisations
employ a multitude of front-line service providers. Each employee has a different
personality and interacts with customers differently. In addition, each employee may act
differently from one day to the next as a result of mood changes as well as numerous other
factors. K. Douglas Hoffman et al (2010, p.23)

Perishability: Services cannot be stored, saved, returned or resold once they have been
used. Once rendered to a customer the service is completely consumed and cannot be
delivered to another customer. eg: A customer dissatisfied with the services of a barber
cannot return the service of the haircut that was rendered to him. At the most he may
decide not to visit that particular barber in the future.

Marketing problems caused by perishability

Without the benefit of carrying an inventory, matching demand and supply within most
services organisations is a major challenge.
• Higher demand than maximum available supply
• Higher demand than optimal supply level
• Lower demand than optimal supply level K. Douglas Hoffman et al (2010, p.25)

Inseparability/Simultaneity of production and consumption: This refers to the fact that

services are generated and consumed within the same time frame. Eg: a haircut is
delivered to and consumed by a customer simultaneously unlike, say, a takeaway burger
which the customer may consume even after a few hours of purchase. Moreover, it is very
difficult to separate a service from the service provider. Eg: the barber is necessarily a part
of the service of a haircut that he is delivering to his customer.

Marketing problems caused by inseparability

 The inseparable nature of services poses a number of unique challenges for
marketing practitioners, including:
 the execution of the service, which often requires the physical presence of the
service provider
 customer involvement in the service delivery process

 services often being a shared experience among a number of customers issues

pertaining to the mass production of services K. Douglas Hoffman et al (2010, p.17)

Services marketing first came to the fore in the 1980’s when the debate started on whether
marketing of services was significantly different from that of products so as to be classified
as a separate discipline. Prior to this, services were considered just an aid to the production
and marketing of goods and hence were not deemed as having separate relevance of their
own.

The 1980’s however saw a shift in this thinking. As the service sector started to grow in
importance and emerged as a significant employer and contributor to the GDP, academics
and marketing practitioners began to look at the marketing of services in a new light.
Empirical research was conducted which brought to light the specific distinguishing
characteristics of services.

5.3. Importance of Marketing of Services

Given the intangibility of services, marketing them becomes a particularly challenging and
yet extremely important task.
A key differentiator: Due to the increasing homogeneity in product offerings, the attendant
services provided are emerging as a key differentiator in the mind of the consumers. Eg: In
case of two fast food chains serving a similar product (Pizza Hut and Domino’s), more than
the product it is the service quality that distinguishes the two brands from each other.
Hence, marketers can leverage on the service offering to differentiate themselves from the
competition and attract consumers.
Importance of relationships: Relationships are a key factor when it comes to the marketing
of services. Since the product is intangible, a large part of the customers’ buying decision
will depend on the degree to which he trusts the seller. Hence, the need to listen to the
needs of the customer and fulfill them through the appropriate service offering and build a
long lasting relationship which would lead to repeat sales and positive word of mouth.
Customer Retention: Given today’s highly competitive scenario where multiple providers
are vying for a limited pool of customers, retaining customers is even more important than
attracting new ones. Since services are usually generated and consumed at the same time,
they actually involve the customer in service delivery process by taking into consideration
his requirements and feedback. Thus they offer greater scope for customization according
to customer requirements thus offering increased satisfaction leading to higher customer
retention.

5.4. The 7 P’s of Services Marketing

The first four elements in the services marketing mix are the same as those in the
traditional marketing mix. However, given the unique nature of services, the implications of
these are slightly different in case of services.

Product: In case of services, the ‘product’ is intangible, heterogeneous and perishable.

Moreover, its production and consumption are inseparable. Hence, there is scope for
customizing the offering as per customer requirements and the actual customer encounter
therefore assumes particular significance. However, too much customization would
compromise the standard delivery of the service and adversely affect its quality. Hence
particular care has to be taken in designing the service offering.
Pricing: Pricing of services is tougher than pricing of goods. While the latter can be priced
easily by taking into account the raw material costs, in case of services attendant costs -
such as labor and overhead costs - also need to be factored in. Thus a restaurant not only
has to charge for the cost of the food served but also has to calculate a price for the
ambience provided. The final price for the service is then arrived at by including a mark up
for an adequate profit margin.
Place: Since service delivery is concurrent with its production and cannot be stored or
transported, the location of the service product assumes importance. Service providers
have to give special thought to where the service would be provided. Thus, a fine dine
restaurant is better located in a busy, upscale market as against on the outskirts of a city.
Similarly, a holiday resort is better situated in the countryside away from the rush and noise
of a city.
Promotion: Since a service offering can be easily replicated promotion becomes crucial in
differentiating a service offering in the mind of the consumer. Thus, service providers
offering identical services such as airlines or banks and insurance companies invest heavily
in advertising their services. This is crucial in attracting customers in a segment where the
services providers have nearly identical offerings.
We now look at the 3 new elements of the services marketing mix - people, process and
physical evidence - which are unique to the marketing of services.

People: People are a defining factor in a service delivery process, since a service is
inseparable from the person providing it. Thus, a restaurant is known as much for its food
as for the service provided by its staff. The same is true of banks and department stores.
Consequently, customer service training for staff has become a top priority for many
organizations today.
Process: The process of service delivery is crucial since it ensures that the same standard
of service is repeatedly delivered to the customers. Therefore, most companies have a
service blue print which provides the details of the service delivery process, often going
down to even defining the service script and the greeting phrases to be used by the service
staff.
Physical Evidence: Since services are intangible in nature most service providers strive to
incorporate certain tangible elements into their offering to enhance customer experience.
Thus, there are hair salons that have well designed waiting areas often with magazines and
plush sofas for patrons to read and relax while they await their turn. Similarly, restaurants
invest heavily in their interior design and decorations to offer a tangible and unique
experience to their guests.

5.5. Historical background to the subject

Services marketing are founded upon the fundamental concepts of marketing. The
development of service marketing concepts over the years has evolved in accordance
with the philosophy of customer orientation. A marketing orientation puts the customer at
the core of an organization's pu.rpose and activity.In many organizations the philosophy is
manifested in terms such as ‘the customer is king‘and ‘everything the organization does is
with the customer in mind’. For example, British Airways used the slogan ‘putting people
first’ inthe 19305, United Airlines used ‘you are the boss’ and Burger King invited
customers to ‘have it your way‘. However a more rational and business oriented approach
to service marketing encompasses the philosophy of marketing orientation by
concentrating on looking after customers and maximizing their satisfaction in the context
of competitive offerings while remaining profitable as an organization.
The philosophy of reaching the customer more precisely has dictated marketing activity
throughout its history. In the early part of the twentieth century, trading in ‘commodity
services’ was one form of services marketing.lndeed, this notion is recognized by Regan
[1963] as the origin of services marketing when debating the ‘service revolution’ at that
time. In reinforcing that a revolution was taking place in the early 19605, Regan and
others [_[udd, 1964; Rathmell, 1966, 1974} set about trying to define services in this new
domain. This debate recognized and anticipated the emergence of more bet\veen
operations, marketing and personnel functions in a service organization.
These issues became recurrent topics for service researchers over the following decades.
While the services marketing literature has answered many of the issues raised as
important research areas in the early 1980s, it has evolved and progressed into new and
more integrated services marketing approaches and concepts. However, during the 1980
some of the most referenced and comprehensive empirical confirmation of the main
concepts and frameworks occurred. ln many instances empirical studies helped to both
reinforce concepts and to create new concepts and theories designed to contribute to
more effective and efficient services marketing, for example, the work of Parasuraman et
al. (1985, 1983}

3.0 METHODOLOGY

3.1 Research Philosophy

Research. is a systematic and organised effort to investigate it Specific Problem
encountered.
Witch need a Solution (Sekaran and Bougies) According to Williman 2006 there are two
strategies of Reasearch Idintified as Quantitative qualitative-

Dixon st al (2002p56) States “ Becouses Reallty is messy, we need to allow the design of
the investigation to emerge as we undertake the work, Therefore , an inductive approach
uaed that allows any themes found in the initial data Collection to be further explored.
Robson(2002. 9.205) defines a case study as ‘a strategy for doing research which
involves an ernpirical investigation of a particular phenomenon within s real life context
using multiple sources of evidence‘. Such sources can include access to research already
undertaken by the organisation, primary data collection such as a survey, intenriew. and
focus group studies, as well as other published materials.
3.2 Research Approach
The distinction between qualitative and quantitative research is a Methodological issue.
The decision to choose a specific methodology shouldbe based on its suitability to answer
the research questions (Bryman, 1988). here im researching regards An Investigation new
Service Marketing Trends and how it affects ethics in Sri Lanka. There for frist of all I have
to study service marketing trends in sri lanka.

3.3 Unit of analysis

There for I have to analysis services in sri Lankan market. Regarding this case I had to
select Different Service providers in sri lanka. Both Human base and technical base.

3.4 Data collection strategy

To build this case, prtmary data will be collected by service providing companys, after then
it will be analysing to find out what is the secondary data’s can be found on it. Allso
Secondary data will be taken from Books, Web articles and journals. Also it includes.
3.5 Sampling plan
In this case sampling is very specific and unique.there for sampling is going to be
arranged based on target market groups. There for supposed to be used surveysdirect
observations Interviews and focus groups that are developed and conducted Primary
research results can be extremely valuable; however, they can also be much more time-
consuming and costly to gather than secondary research.
3.6 Data analysis

After then data annualizing should be done. There is two types of data’s can be used.
Primary and secondary data.
 Findings and Analysis
(1500 words)
This chapter analyses and evaluates the findings and is often combined with
the actual description of the results. A rationale for the questioned asked
should be given against the literature reviewed. Results should be analysed
against the views of authors, previous research, theories presented in the
literature review, and against your original research questions or problem
statement. Summarise key findings of each question and indicate if they are
inline or contradict the views presented in the literature review. You may use
graphs, charts, tables and any other form of data presentation to illustrate
your findings. The final paragraph of this section should point to the
conclusions section.

The Changing Face of Services Marketing

Marketing of Services has emerged as an important sub discipline of marketing in its own right. It
has evolved phenomenally to emerge as a major field of study with far reaching implications in
today’s increasingly service driven economies. It is then, only natural, to wonder what is the future
course that this field of study is most likely to take.

At first glance, one can see that there are as yet many opportunities available for Services
Marketing to evolve and gain in relevance as the role of the service economy continues to expand.
A large chunk of Third World economies are now beginning to move into the service domain. The
role and share of the service sector in these economies is growing with an increased monetization
of services

Conclusion and Recommendations

(1000 words)

Conclusions must be drawn from the body of evidence presented in the main
sections of the professional project. Present how the project objectives have
been achieved. Conclude in detail from the literature review and key findings.
The conclusion should be seen to flow clearly from the findings and analysis
chapter. It should indicate the limitations of the project. Present any problems
 that had been identified and formulate the subject of recommended
solutions. Recommendations may be presented in a table. You are expected
to provide your personal reflection on the project.

Maintaining Service Quality

After having attained the desired service level, the next great challenge faced by service
providers is to maintain service standards at levels of excellence. This is as important, and
as tough, as establishing service standards and attaining to them in the first place.

There are basically two approaches that any organization can have towards maintaining
service standards - a proactive approach or a reactive approach.

Proactive: A proactive approach entails actively reaching out to customers and trying to
gather their feedback on service quality and suggested areas of improvement. This can be
done by way of

 Surveys and administering questionnaires

 Gap Analysis, and
 Staff training

a. Surveys and questionnaires: Such an approach helps a brand to anticipate

customer demands and expectations and align its service offering accordingly. Also,
the findings of such surveys can help to identify common issues and demands of
customers hence helping a company to customize its service offering.
b. Gap Analysis: Another approach that is adopted for analyzing service quality is that
of the gap analysis. The company has an ideal service standard that it would like to
offer to its customers. This is contrasted with the current level of service being
offered. The gap thus identified serves both as a measure and as a basis for
planning a future course of action to improve the service offering.
c. Staff Training: Another crucial aspect of the proactive approach is staff training.
Companies nowadays spend generously on training their personnel to adequately
handle customer queries and/or complaints. This is particularly true if a company is
changing its service offering or going in for a price hike of its existing services. For
example, when a fast food chain increases the price of its existing products, the staff
has to handle multiple customer queries regarding the hike. Lack of a satisfactory
 explanation would signify poor service standards and lead to customer
dissatisfaction.

Reactive: A reactive approach basically consists of resorting to a predetermined service

recovery mechanism once a customer complains about poor service quality. It usually starts
with apologizing to the customer and then taking steps to redeem the situation. The
fundamental flaw with this approach is that, here the customer has already had a bad
experience of the brand’s service.

Measuring Service Quality

Another crucial element to be kept in mind while seeking to maintain service quality is to
have in place a metric for ‘measuring’ quality. The particular parameters selected would
depend on the type of business, service model and the customer expectations. For
example: at a customer service call center of a telecom provider, the metric for measuring
service quality could be the average time taken for handling a call or rectifying a complaint.
For a fast food outlet, the metrics for measuring service quality of the sales staff could be
the number of bills generated as a percentage of total customer footfalls or the increase in
sales month on month.

Once a system is put in place for measuring quality, a standard can then be mandated for
the service standard the organization is seeking to maintain.

Leadership in Service Industry

The past few decades has seen unprecedented growth of service industry. In fact we can
today say that the service industry is at its maturity stage. The gamut of services that make
up for the significant contribution towards the GDP of the economy are numerous ranging
from financial services, health care, hospitality, travel, insurance, information services,
retail, utilities, information technology enabled services including social network and media
services etc.

A service company needs to create that edge by doing things differently from the others,
while continuing to strive for operational excellence and efficiency from within. While
competition can easily duplicate the service offering, maintaining leadership calls for a
different mindset and thinking in terms of continuous innovation and providing enhanced
value of customer experience and service.

How to Maintain Competitive Edge in Service Industry

In the present times, doing business has become an extremely competitive game. This is
true not only for the product industry but to the service industries as well. In case of service
industry, the competition to be at the top and be the market leader is tougher simply
because of the fact that service is all about intangibles unlike the product industry that sells
a tangible product.

Getting Ahead of the Race in Service Industry

References

1. Berry, L. L., ‘Services marketing is different’, Business Magazine, May–June 1980,

pp. 24–9.

2. This section adapted from Shostack, G. L., ‘Breaking free from product marketing’, Journal of
Marketing, vol. 41, April 1977, pp. 73–80.

3. S K. Douglas Hoffman ., Jhon E. G. Bateson., Greg Elliott, Dawan Birch ., ervice

marketing : Concepts , Strategies and Cases (2010) . 1st Edn. South Melbourne
university, Australia.

4. Annual Report Ministry Of Finance Sri Lanka (2014)

5. ANALYSIS Country overview: Sri Lanka (GSMA Intelligence Country Overview: Sri
Lanka)
World bank mid year report 12th October 2014

6. Service Marketing and Management(Audrey Gilmore2013) Google Books [ Online]

Available at
https://books.google.lk/books?
id=_af9py3ae7kC&printsec=frontcover&dq=service+marketing&hl=en&sa=X&ei=XlKSVO
HDHc_luQS1pILYDA&ved=0CDAQ6AEwAw#v=onepage&q=service
%20marketing&f=false (Accessed on 15th October 2015.)
7. Philemon, B., ‘Price of coffee beans shine on world market’, IPPMedia, 2008,
www.ippmedia.com/ipp/
guardian/2008/03/05/109704.html, Aceesed on 15 th Oct 2015

8. This section was adapted from Bateson, J. E. G., Managing Services Marketing, 2n
edn, The Dryden Press, Fort Worth, TX, 1992.

9. For more information, see Martin, C. L., ‘Consumer-toconsumer relationships:

satisfaction with other consumers’ public behavior’, Journal of Consumer Affairs, vol. 30,
no. 1, 1996, pp. 146–8; and Grove, S. J. & Fisk, R. P., ‘The impact
of other customers on service experiences: a critical incident examination of getting
along’, Journal of Retailing, vol. 73, no. 1, 1997, pp. 63–85.

10. Toll, About Toll, www.toll.com.au, viewed 17 January 2009. 8. Jenrich, C., ‘It’s a
service economy! What and where are the jobs?’, Business – The Inside Scoop, 3
October 2004.
11. Berry, L. L. & Parasuraman, A., ‘Building a new academic field – the case of services
marketing’, Journal of Retailing, vol. 69, no. 1, 1993, p. 13.

11. The framework for this chapter was adapted from figures 2 and 3 in Zeithaml, V. A.,
Parasuraman, A. & Berry, L. L., ‘Problems and strategies in services marketing’, Journal
of Marketing, vol.

Appendix

3.7 Time plan for the project

 week 1 week2 week 3 week 4 week 5 week 6 week 7 week 8

Submit prposal

Prepare Introduction

Search Literature

writeup Literature Review

Prepare methodology Chapter

Prepare primary data questions
based on literrature review

begin gatharing primary data

write up the finding from primary
data collection
Analyse and discuss findings from
primary data collection
prepare conclusions and
recamendations chepter

submit the project