عنوان انگلیسی مقاله:

Service failure and problems: Internal marketing solutions for facing the future

ترجمه عنوان مقاله: شکست خدمات و مشکلات: راه حل های بازاریابی داخلی برای روبرو شدن با آینده

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 8 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

http://modir123.com/photo%20site/D-modir123.com%20_2_.png دانلود رایگان مقاله

چکیده مقاله

Abstract

The issues of elderly consumers remain under researched despite a rapidly aging population in most countries across the globe. We examine the service failure and complexity of problems of a nursing home for seniors and seek to contribute to the field of research in terms of exploring internal marketing solutions based on two theoretical frameworks- Service Profit Chain and the Relational Third Place theory. We aim to provide insights about why elderly people are not treated as consumers. Besides, based on comprehensive review of literature and analysis of an important case situation, we develop a new framework called Complex Organizational Problems and Solutions (COPS) by generalizing the insights we gained through the study. We find that internal marketing practices help improve employee satisfaction and service quality, which in turn leads to satisfied consumers.

Keywords: Service profit chain framework, Relational Third Place theory, Service failure, Internal marketing

مقدمه مقاله

Introduction

Understanding the psychology of elderly consumers is imperative due to the increase in the aging population (Sudbury and Simcock, 2009). Researchers have attempted to study the consumer behavior and consumption pattern of elderly consumers in the recent years (Kohijoki and Marjanen, 2013; Roschk et al., 2013; Omar et al., 2014). With the rapid increase in old age care homes, service quality issue has become very important. As a service provision, care homes for the elderly present unique challenges for managers as well as employees. In a context with highly demanding, yet vulnerable customers needing care for medical conditions, coupled with strict governmental oversight over operational issues, designing, planning and delivering, maintaining proper service quality is a major challenge for care home managers. Core service failure leads to greater increases in negative responses for satisfaction, emotional, and behavioral responses than supplementary service failure (Walton and Hume, 2012).

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png

مطالب مرتبط