Individual Assignment Services Marketing Management.pdf

FALL 2023

MKT202

Student Vương Thu HuyềnRoll Number HS173353Class MKT1719

Lecturer Phạm Khánh Huyền

INDIVIDUAL ASSIGNMENT

Services MarketingManagement

Describe an unsatisfactory encounter you recently experienced with (a) a low-contact service provider via email, mail, or phone and (b) a high-contact, face-to-face service provider What were the key drivers of your dissatisfaction with these encounters? In each instance, what could the service provider have done to improve the service?

Every day, thousands of people have to experience services that are not as they expected, both with a low-contact service and a high-contact, face-to-face service provider However, based on my own experience, these problems can be solved with simple solutions on the part of the service provider.

A low-contact service provider via email, mail, or phone

I am very dissatisfied with the online customer support This issue occurs mainly on e-commerceplatforms such as Shopee, Lazada, Tiki, etc I contacted the support team of an online electronicsstore to inquire about the defective product I received , especially clothes

The main cause of this dissatisfaction is the slow response time from the customer support team Meanwhile, these platforms' return and refund processes remain complicated and expensive for most users The product I received had problems such as: the actual size and material were not correct, the product I received was not the same as the image provided by the store on the e-commerce platform However, the store's responses were quite general and did not address my specific concerns It felt like a canned response that didn't acknowledge the details I provided about the defective product To exchange the goods, I had to wait for a response from the customer support team and even had to pay the seller's shipping costs

This dissatisfaction could have been resolved if the seller had provided actual images, dimensions, and colors, along with an appropriate return and refund policy in case the product did not meet standards and had a staff on call center to be ready to solve all problems for customers.

A high-contact, face-to-face service provider

With high-touch service, This happened at a restaurant where my family went on vacation I was very dissatisfied with the staff's service that day in the restaurant.

The main cause of my dissatisfaction is that the staff's behavior is not good enough Regarding the service attitude of the staff, they seem impatient with customers Although when my family arrived, the restaurant was not really crowded, we still had to wait for the restaurant to prepare our food for quite a while Staff are inattentive and indifferent in serving customers It's hard for me to call them quickly, and they even have an unfriendly attitude when customers call too much.

I think, to improve service, suppliers should increase employee training: Employee training programs should emphasize the importance of attentive customer service Training staff to manage orders effectively, report delays, and keep customers informed of the status of their mealcan significantly reduce wait times and enhance the overall dining experience Restaurants should actively seek feedback from customers through comment cards or online surveys Analyzing this feedback and taking constructive actions based on customer suggestions and complaints can help restaurants identify areas for improvement and make necessary changes to enhance the experience

Select one high-contact and one low-contact service Using the Flower of Service framework presented in Chapter 4, define the core product and then identify and categorize all the supplementary elements for each of the two services Describe the results of your analysis.Discuss how the petals can be used for service differentiation and competitive advantage.

A/ High-contact serviceCore Product:

Display and showcasing of Dior products, including clothing, accessories, perfumes, cosmetics, and jewelry.

Providing detailed information about the quality, design, and origin of products.

Facilitating Supplementary Services

Generating invoices for purchases, including clear details of items, prices, and any applicable discounts.

Providing receipts and explaining billing details to customers.

Assisting customers in trying on delicate or valuable items, ensuring they are handled with care.

Assisting customers with trying on products and ensuring the safe handling of delicate or valuable items.

Providing secure storage for customers' belongings while they shop.

Streaming access to a vast library of movies, TV shows, documentaries, and original content through streaming platforms.

Ability to stream content on various devices such as smartphones, tablets, smart TVs, laptops, and desktop computers.

Facilitating Supplementary Services

Detailed descriptions, ratings, and viewer reviews for movies and TV shows.

Algorithms analyzing viewing history and preferences to suggest relevant content tailoredto individual tastes.

Information about upcoming releases and additions to the Netflix catalog, allowing subscribers to anticipate new content.

Guided walkthroughs for new users, helping them set up their accounts and navigate the platform.

Question 3 (Refer to Chapter 7)

Analyze a successful advertising campaign for a service Why do you consider the campaign a success? What elements contributed to the campaign’s success?

Samsung - “Look At Me”

The goal of the campaign is to create a treatment method that is completely free, personal, private and available at any time for children with autism Parents and children with autism will not have to go to treatment centers for expensive treatments and wait a long time to find the right therapy.

The target audience of the campaign is parents of children with autism They are a group of peoplewho are familiar with high technology and are mostly proficient in using Samsung products The chosen channel was mobile based on the insight: Children with autism like to interact with digital devices.

After research, Samsung has shown that autistic children like to interact with digital devices Samsung has taken advantage of its technological strengths and created a fun, humorous, easy-to-use application with short videos to help autistic children interact more with people Samsung collaborated with doctors, experts and application developers to create 7 tasks and 7 exercises to help children practice better eye contact, thereby improving their communication skills Children

will use their smartphone cameras to read people's moods, remember faces, and express personal emotions.

Execution activities

The campaign was launched on a microsite and on online media.

Accompanied by PR articles, a short promotional film about the "Look at me" application posted on Youtube and social media; The longer version is posted on Samsung media channels such as Samsung Tomorrow Blog, Samsung website, Facebook fanpage, Twitter, Youtube and BlueLogger The application can be downloaded from Google Play.

Following the success of the launch phase, the campaign has been broadcast on TV, major online newspapers and global newspapers.

Specifically: Samsung recorded a short video about the changing journey of Jong Hyun, an

11-year-old boy with autism, after undergoing treatment with a new method At the same time, Samsung also captured the moment Cailin, an autistic girl in Canada, had a smile on her face after coming into contact with an application that Samsung created.

Global: Adage page (more than 940 shares), Campaign Brief page, Adobo Magazine, Little Black Book, AdWeek (more than 600 shares), Digital Buzz Log (scored 4.75 points on 5,500 shares, Campaign US, PSFK, Luerzers Archive, Engadget and Daily Mail (more than 500 shares).

In Korea: Posted on Herald Economy, Etoday (Newspapers), Weekly Chosun, Hankyoreh21 (Magazines) and more than 20 other online news sites.

*Why do you consider the campaign a success?

Samsung and Cheil Worldwide's "Look at Me" campaign brought home 5 Cannes Lions in 2015 as a testament to the consumer-centric strategy of creating a mobile application and helping autistic children interact better with people.

The "Look at me" campaign is one of three campaigns that helped Samsung electronics company win the "Creative Marketer of the Year" award (2016) at the Cannes LIONS International Creative Advertising Festival - a meeting event largest of media professionals and creative advertisers from all over the world (the Oscars of the advertising industry).

The campaign was successful in improving the eyes and conveying emotions of children with ADS autism “Look at me” becomes an effective companion and treatment method for parents who are looking for emotional resources for their children: 60% of children have better eye contact, 40% improve communication my feeling.

Samsung clearly demonstrates its socio-ethical stance in this advertising campaign: The campaign offers a new, completely free and private treatment method for parents of children with autism Samsung has no intention of making a profit, the company only satisfies customerneeds and does not cause negative effects to society.

*What elements contributed to the campaign’s success?Factors that helped Samsung's "Look at me" campaign succeed:

Targeting the right target audience: The target audience of the campaign is parents with

children with autism They are a group of people who are very familiar with high technology and are always looking for the best way to make the world a better place for their beloved children.

Using Social Proof: Samsung has used Social Proof by borrowing third-party influence to

attract and build trust with potential customers Specifically, in the promotional video, Samsung used comments from professors from Korea's leading universities along with data given after autistic children experienced the application.

Emotional appeal: The campaign helps Samsung evoke positive emotional triggers in

customers, which will ultimately motivate them to make purchases and stick with the brand Along with specific data on the number of people with autism in the world, Samsung helps

viewers clearly understand the current situation of autism This further increases Samsung's reputation and favorability in the hearts of customers.

Strong storytelling: The commercial realistically depicts the lives of families with autistic

children and the difficulties that mothers face Viewers seem to accompany their families on the journey of using the application to help their children improve their social skills and empathize with them, thereby increasing the number of customers using the application.

Sustainability and social responsibility: Samsung shows that it balances 3 interests: business

- customers - society when the video shows the "Look at me" application for autistic children who have difficulty making eye contact is completely free and private.

Cross-platform integration: The use of a variety of platforms and channels, including social

media, traditional media, and online advertising, ensures broad visibility and engagement with audiences across where they spend their time.

1 Marketing Community in Vietnam (2014) Brand Vietnam [Viewed 14 Oct 2023].Available from: https://www.brandsvietnam.com/campaign/33-Samsung-Look-At-Me2 Wkiki (2019) Wiki Marketing [Viewed 14 Oct 2023] Available from:

https://wikimarketing.vn/samsung-electronics-dat-giai-creative-marketer-of-the-year-cua-3 Mai Chi (2021) The Influencer [Viewed 14 Oct 2023] Available from:https://theinfluencer.vn/tong-hop-chien-dich-danh-cho-tre-tu-ky-truyen-thong-de-thau-cam-318.html

4 Jochen Wirtz and Christopher H Lovelock (2018) Essentials of Services Marketing (3rdedition) Pearson (2018)

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