long-stay airport parking service case study
Week1 journal assessment1
Q1: Explain and discuss characteristics of the service in this case.
There are four typical characteristics of the service marketing which include intangibility, variability, perishability and simultaneity (Lovelocker, Paul and Jochen2011, 14).
In this case, the parking service is providing the security and safety for the customers ' cars which is definitely intangible. And the long-stay parking service also offers some special services to satisfy the different demand like the optional supplementary service. So it has the variability feature. Besides, the parking service just provides the limit time for the car security and it has the perishability characteristic. Finally, this service may involve the consumer’s participation which is the simultaneity feature.
Q2: Explain and discuss the role of the expanded service marketing mix in this case.
Q3: Explain how the value is created for the customers, and thus why they are rather to prepare to pay expensive price. In answering this you might want to consider the notion of the marketing segments.
Customer value creation refers to the consumers are more willing to receive the satisfaction and loyalty from the entities (Lovelocker, Paul and Jochen2011,7 ). According to this case, consumers are satisfied with the car parking service because their cars are in the “safety and security position” when they are in the holidays. So the service creates the “undertaking and safety” as the value to the customers. At the same time, this is the reason why that consumers are willing to pay the high price for the service. The company 's market segments may aim to a high class group. This group of people are very rich and need the big parking service entity to give them the warranty. So, this company might be with good reputation, long history and professional service which attract target customers to pay a high price to buy a “reassurance” and “no
Q1: Explain and discuss characteristics of the service in this case.
There are four typical characteristics of the service marketing which include intangibility, variability, perishability and simultaneity (Lovelocker, Paul and Jochen2011, 14).
In this case, the parking service is providing the security and safety for the customers ' cars which is definitely intangible. And the long-stay parking service also offers some special services to satisfy the different demand like the optional supplementary service. So it has the variability feature. Besides, the parking service just provides the limit time for the car security and it has the perishability characteristic. Finally, this service may involve the consumer’s participation which is the simultaneity feature.
Q2: Explain and discuss the role of the expanded service marketing mix in this case.
Q3: Explain how the value is created for the customers, and thus why they are rather to prepare to pay expensive price. In answering this you might want to consider the notion of the marketing segments.
Customer value creation refers to the consumers are more willing to receive the satisfaction and loyalty from the entities (Lovelocker, Paul and Jochen2011,7 ). According to this case, consumers are satisfied with the car parking service because their cars are in the “safety and security position” when they are in the holidays. So the service creates the “undertaking and safety” as the value to the customers. At the same time, this is the reason why that consumers are willing to pay the high price for the service. The company 's market segments may aim to a high class group. This group of people are very rich and need the big parking service entity to give them the warranty. So, this company might be with good reputation, long history and professional service which attract target customers to pay a high price to buy a “reassurance” and “no
References: Lovelocker, Christopher H, Paul G. Patterson and Jochen Wirtz. 2011. Service Marketing . Freshs Forest,NSW: Pearson Australia.