Sample Essay
In order to effectively manage services and market them, the customers have to be managed as well in regard to their satisfaction. Customer satisfaction for service products specifically is derived from the quality and performance of the service and their perceptions about the service. The resultant customer satisfaction determined the demand for the particular service in the market.
“Since the process of socialization can be controlled to a large extent by the organization, management should ensure that customers are effectively socialized. Through effective socialization, it may be possible to manage the service expectations of the service customers and indirectly manage their perceptions of service quality. Furthermore, the process of organizational socialization provides a means for the service organization to help customers develop more accurate role expectations and this would result in customers performing their roles better which could contribute to the delivery of higher levels of service quality.” (Govender, 1998)
As a result the service product managers have to keep breast about the changes taking place in the environment. One of the main changes that have taken place in the environment pertains to the internet and the web based networking. This has enabled customers to access service in a virtual environment creating high demand for quality and trust worthy services.
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