Contents
CHAPTER 1- INTRODUCTION 4- 1.1 BACKGROUND TO THE PROBLEM 6
- 1.2 AIMS AND OBJECTIVES 8
- 1.3 RESEARCH QUESTIONS 8
- 1.4 RATIONALE BEHIND THE RESEARCH SUBJECT 9
- 1.5 SCOPE AND LIMITATIONS 10
- CHAPTER TWO- LITERATURE REVIEW 11
- 2.1 SERVICES 11
- 2.2 SERVICES MARKETING 11
- 2.3 SERVICE DIFFERENTIATION 14
- 2.4 HETROGENITY IN SERVICE MARKETING 15
- 2.5 SERVICE CHANNELS 16
- 2.6 PERISHABILTY IN SERVICES MARKETING 16
- 2.7 LIFE HISTORY OF SERVICES MARKETING 17
- 2.8 THEORY OF THE GAPS MODEL IN SERVICE MARKETING 18
- CHAPTER 3- RESEARCH METHODOLOGY 23
- 3.1 QUALITATIVE RESEARCH 23
- 3.2 QUANTITATIVE RESEARCH 24
- 3.3 SELECTING THE APT TECHNIQUE IN CASE OF PRESENTATION 25
- 3.4 DATA ASSESSMENT 29
- CHAPTER 4- QUESTIONNAIRE ASSESSMENT 30
- 4.1 FINDINGS AND RECOMMENDATIONS 31
- CONCLUSION 36
- REFERENCES 37
- APPENDICES 40
Description
In general, we define services as deeds, processes or performances. The services availed or given are not tangible things which can be touched, seen felt, but rather are intangible deeds and performances. The better services are the strategic asset of any organization; this talent f serving the customer has to be managed and preserved. This project presents a descriptive study, which mainly investigates on the effectiveness of 7 P’s in service marketing and service marketing as well. A case study of SUBWAY, a leading fast food restaurant, has been presented in this research and analysis of the effectiveness of their service part and betterment in the service marketing of the business. This study also investigate on the significance of 7P’s in service marketing, different features of service marketing, relevance of service management, trends in market and its effects on the revenue and brand image of the company. The research study on the case mainly helps in finding about the effectiveness of 7Ps of marketing on subway at Croydon Branch, London and it would provide an opportunity for a focused study in relation to the different P’s. The importance of the study is that it offers the opportunity to conduct a focused study in this regard. This study emphasizes the difference between service and product marketing and sustaining a good brand image, which is the precious asset treasured by all organizations.
The general purpose of this study is to address the potential impact of service marketing related issues and initiatives for the implementation of 7P’s model of marketing, the importance of service marketing and management is done to achieve a positive brand image, customer satisfaction, sustainable growth in the market, competitive edge in the market.
