Submitted by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:26Z No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:37Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Approved for entry into archive by Milena Rubi (milenarubi@ufscar.br) on 2017-10-03T18:12:45Z (GMT) No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) / Made available in DSpace on 2017-10-03T18:12:56Z (GMT). No. of bitstreams: 1 RIBEIRO_Ricardo_2017.pdf: 6264896 bytes, checksum: f87f238900b3f60b53764d03c85842be (MD5) Previous issue date: 2017-05-17 / Não recebi financiamento / Machine manufacturers and operations between the integrated solut ions of products and services that meet the needs of customers. This sector is important for national sustainable economic development. However, there is little academic research on the strategy and management of services performed by these companies, as h ighlighted in the bibliometric analysis performed in the present study. Thus, a gift aims to identify and analys e how B2B services marketing strategy executed by companies manufacturing machines and equipment and alignment with a customer expectation. The Research was developed with 4 multinational companies, leaders in the segment in which they operate, and 9 client companies, with a total participation of 29 professionals that work in the areas of marketing, sales, projects, technical technique, HR, maint enance and production. The research has a qualitative approach and is developed throu gh multiple case studies, analys ing in the field, as a service marketing strategy from the perspective of the machine and equipment manufacturers and from the customer per spective, based on a literature review on Service M arketing And industrial marketing. As a result, a conceptual framework is presented which shows that the relationship can be affected by several elements of service marketing, such as product, distribution , people and price. However, the price of technical service does not affect the relationship, but the price of spare parts has been highlighted by some customers, such as motivation to look for another supplier. It is noted that it is industrial marketing as trust and commitment are also affected by other elements of marketing services such as communication, productivity and quality. / Os fabricantes de máquinas e equipamentos fornecem soluções integradas de produtos e serviços que atendem as necessidades dos clientes. Este setor é importante para o desenvolvimento econômico sustentável nacional. No entanto, existem poucas pesquisas acadêmicas sobre as estratégias e gerenciamento de serviços executados por essas empresas , conforme destacado na análise bibliométrica realizada neste trabalho. Assim, a presente pesquisa tem como objetivo identificar e analisar as estratégias de marketing de serviços B2B executadas por empresas fabricantes de máquinas e equipamentos e o alinhamento destas com a expectativa do cliente. A pesquisa foi desenvolvida com 4 empresas multinacionais, líderes no segmento em que atuam, e 9 empresas cliente s, com a participação total de 29 profissionais que atua m nas áreas de marketing, vendas, projetos, assistência técnica, RH, manutenção e produção. A pesquisa possui abordagem qualitativa e foi desenvolvida por meio de estudo de casos múltiplos, analisando em campo , as estratégias de marketing de serviços na perspectiva dos fabricantes de máquinas e equipamentos e na perspectiva dos clientes , tomando como base a revisão da literatura sobre marketing de serviço e marketing industrial. Como resultado , apresenta - se um framework conceitual onde se nota que o relacionamento pode ser afetado por vários elementos de marketing de serviço, como produto, distribuição, pessoas e preço. No entanto, o preço do serviço de assistência técnica não afeta o relacionamento, mas o preço de peças de reposição foi destacado por alguns clientes , como motivação para procurar outro fornecedor. Nota - se que os aspectos do marketing industrial como confiança e comprometimento também são afetados por outros elementos do marketing de serviços, como comunicação, produtividade e qualidade.

Made available in DSpace on 2010-04-20T20:14:48Z (GMT). No. of bitstreams: 1 61070100608.pdf: 49534302 bytes, checksum: 01cda1389bffe8ee8a3567fdfb89c7f3 (MD5) Previous issue date: 2009-08-21T00:00:00Z / The intention to use a service category and its model receiving relevant interest in academic as predictor of purchasing behavior, as well as alternative models of behavior which assume that individuals will recall from their previous experiences with service providers. For believing this premise, usually marketers focus their efforts and actions on the choice level of service provider, forgetting to pay attention to earlier stages and to purchase services antecedents, which has an important role on the intention to use a service category. Elements linked to service as quality and price are related to consumer perceptions about the category which summed to their previous experience, expectations of benefits and financial condition will change customer intention to behave in favor or against hiring a service provider. In order to understand this process, current dissertation empirically assesses two categories of personal services (beauty salon and sports advisory) highlighting the importance of antecedents to intention to use. The addition of variables such as prior perceived quality and word-of-mouth as predictors of intention were supported, suggesting changes in the current state of the theory of intention to use. / A intenção de uso categoria de serviços e seu modelo vêm recebendo relativo interesse no meio acadêmico tanto como preditora do comportamento de compra, quanto como alternativa aos modelos de comportamento, os quais presumem que o indivíduo se recorda de suas experiências prévias com prestadores de serviços. Por acreditarem nesta premissa, normalmente os profissionais de marketing focam suas ações e esforços no nível de escolha do prestador do serviço, não atentando para as fases anteriores e aos antecedentes da compra do serviço, os quais têm um papel importante sobre a intenção de uso da categoria de serviço. Elementos relacionados ao serviço como qualidade e preço estarão relacionadas às percepções do consumidor sobre a categoria e somadas à sua experiência prévia, expectativa de benefícios e condição financeira alterarão a intenção deste se comportar a favor ou contra a contratação do prestador de serviço. Com objetivo de entender tal dinâmica esta dissertação avalia empiricamente duas categorias de serviços pessoais (salão de beleza e assessoria esportiva) evidenciando a importância dos antecedentes à intenção de uso. A adição de variáveis como qualidade prévia percebida e comunicação boca-a-boca como preditoras da intenção foram suportadas, sugerindo mudanças no estado atual da teoria de intenção de uso.

The main objective of this research is to examine the relationship between the internal and external service quality dimensions in Egyptian commercial banks. To achieve this objective, the thesis introduced the internal–external service quality model which proposes that the internal service quality has a positive impact on the external service quality. The research model was developed and tested empirically through three main stages. The first stage was based on the extensive review of the literature in order to identity the concepts and measures of the internal and external service quality. In this stage, the research objectives were identified. The second stage was concerned with the building of the internal–external service quality model which proposed that the internal service quality dimensions have a significant positive impact on external service quality. To identify causal indicators for this relationship, some control variables were used and a set of empirically testable hypotheses were developed. [Continues.]

Since the turn of the century, the focus in marketing has shifted to a service-centred view, where co-creation of value between customer and business is central. Services, which are characterized by intangible resources, co-production and heterogeneity, account for the majority of employment in society today. Much research has been done on how customers perceive services and how it affects trust and satisfaction. Therefore, this study aims at investigating the role of the service company in the value creation process by studying how they facilitate the value creation of the customer and how their value offerings can affect the customer's experience of the service. The empirical part of the study is based on interviews made with representatives from two companies, Pinchos (restaurant) and Fysiken (gym), which are classified as experience and credence services. Their perspective on customer experience and expectations has then been compared with their customers' actual experience and expectations through interviews with current or former customers. The study shows that the role of the respective companies in the value creation process in this case is great as the customers of these companies have a lot of responsibility and control over their own experiences. Therefore, value creation is a major part for both companies because they have to offer the resources that the customer needs to independently create value of the service. / Sedan sekelskiftet har fokus inom marknadsföring gått från en varucentrerad till en tjänstecentrerad vy, där samskapande av värde mellan kund och företag är centralt. Tjänster, som karaktäriseras av immateriella resurser, samproduktion och heterogenitet, står idag för majoriteten av sysselsättningen i samhället. Mycket forskning har gjorts om hur kunder uppfattar tjänster och hur detta påverkar tillit och nöjdhet. Därför syftar denna studie på att undersöka tjänsteföretagets roll i den värdeskapande processen genom att studera hur de underlättar för kunden att skapa värde och hur deras värdeerbjudanden kan påverka kundernas upplevelse av tjänsten.Den empiriska delen i studien baseras på intervjuer gjorda med representanter från två företag, Pinchos (restaurang) och Fysiken (gym), som klassats som upplevelse- respektive förtroendetjänster. Deras perspektiv på kundernas upplevelse och förväntningar har sedan jämförts med deras kunders faktiska upplevelse och förväntningar genom intervjuer med nuvarande eller tidigare kunder. Studien visar på att respektive företags roll i den värdeskapande processen i dessa fall är stor då kunderna till dessa företag har mycket ansvar och kontroll över sina egna upplevelser. Därför blir värdeunderlättande en stor del för båda företagen eftersom de måste erbjuda de resurser som kunden behöver för att självständigt kunna skapa värde av tjänsten.

This study is grounded in the evolving perspective of Service Marketing, Service-Dominant-Logic and ServiceLogic and aims to provide a holistic view of how the digitalization of interactions affects the service provided by the restaurant and in turn the customers’ value creation processes. More exactly, the study examines a digital system for information exchange, order placements and payments in a restaurant on the Swedish market. The study adopts a qualitative approach and data has been collected through the use of unstructured observations and semi-structured interviews. The findings are that the system for digital interactions has both positive and negative effects on valuecreation. It also changes other aspects of the service not directly linked to the system. If this ultimately creates more or less value for the customers is believed to depend on the customers’ individual differences, but if the system is used as a complement to the already existing service rather than as a substitute of the human interaction there are opportunities for a successful implementation.

The main objective of my diploma thesis is to analyse customers perception of Pure Jatomi Fitness brand. Based on results of a questionnaire survey, I recommended improvements that the management of the company should take into consideration in order to reach better results. In the theoretical part, I defined the concepts of service marketing, mark and its elements. Then I also focused on terms such as segmentation, targeting and positioning. The next chapter is devoted to the qualitative and quantitative research methods. In the practical part, I mentioned characteristics of Pure Jatomi Fitness company as to it's history and philosophy. I analysed the competitive market of Prague fitness centers and I presented the SWOT analysis. In the research part, I defined target segment of this fitness center chain with emphasis on analysing the perception of the respondents. In the final chapter, I proposed appropriate improvements that would strenghten the accurate position of Pure Jatomi Fitness.

This master's thesis deals with customer satisfaction issues of selected Thai restaurant in Brno. Using relevant methods are proposed appropriate measures to increase the current level of customers' satisfaction. Marketing research is used to do this, and it is conducted using a questionnaire survey. Based on the data capture, the data are being analysed and they provide input for evaluating and setting up suggestions to increase total customer satisfaction level.

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<p dir="ltr">The objective of this research was to evaluate the impact of salespeople’s characteristics on their sales process. A cluster analysis procedure was used to develop a segmentation of business-to-business salespeople. The segments were developed by seven variables that describe the percentage of time salespeople spend on specific selling activities: prospecting, building trust/ relationship, probing, presenting products/ services, handling objections, negotiating/ obtaining commitment, and service/ follow-up.  The result indicated the presence of three clusters: customer-focused, sales-focused, and balance segments.  Differences across these segments have essential implications on the choice of sales strategy. </p>

1 online resource ([13], 172 leaves) / The concept of a service-oriented approach and the role of communication in such an approach is nothing new. Service management and marketing are two constructs that are deemed invaluable for an organisation operating in the current competitive and seamless globalised business environment. Literature proposes that a market-oriented point of view is not enough anymore to achieve a competitive advantage; the core solution to an organisation's problems should lie in a management perspective that understands the internal value-generating processes of customers and employees alike. This study strives to assess the role of internal communication in creating a service-oriented approach. Particular attention is given to the support that communication can provide to an organisation wishing to establish a service-oriented approach. The evolution of the service-oriented approach is discussed along with the internal and external changes that took place in the organisational environment. A service-orientation as a possible answer to environmental changes is discussed. An assessment of the contribution of communication to service orientation was undertaken. The results of the research undertaken have led to the deduction that internal communication at George Municipality is not effective. / COMMUNICATION SCIENCE / MA - SPEC IN ORG COMMUNIC