Master thesis, 65 pages, 18 pictures, 4 table, 39 literature sources, 5 appendages, Lithuanian language. The object of the work- insurance service marketing. The subject of the work - the research of the insurance service marketing. The aim of the work – to establish and estimate service marketing significance in an insurance business and to make suggestions of marketing implementation for companies. The goals of the work: 1.To analyse the nascency determinant elements of insurance service marketing. 2.To settle and describe a conception, functions, and essential things of insurance service marketing. 3.To analyze the peculiarities of the insurance service marketing and their determinant elements. 4.With reference to facts, to settle the size of Lithuanian insurance service market, to measure the structure of insurance service suppliers’ market and its competitive ability. 5.To find out consumers’ opinion about insurance service. 6.To estimate need and conditions of insurance service marketing implementation. Methods of the research: empirical research (questionnaire), unstruktural interview, analysis and synthesis of nonfiction, statistical material analysis, graphics, comparable, generalization. Analysing Lithuanian and foreign countries nonfiction and periodic literature about insurance service marketing, it is defined the organization particularity of the insurance service marketing, its expedience of adaptability and facility in Lithuanian insurance companies.

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

Made available in DSpace on 2009-11-18T19:01:40Z (GMT). No. of bitstreams: 1 ACF184.pdf: 384059 bytes, checksum: a31414177b45e3233caa19e06b1294ee (MD5) Previous issue date: 2007 / The main purpose of this exploratory work is to investigate the attributes that motivate customers to choose services within beauty and aesthetic centers. Everyday, we are taking by surprise due to the discovery of new procedures that will make many dreams come true regarding youth¿s prolong. Customers are much more demanding now, so the beauty industry must emphasize the importance of beauty in our day lives. The old age fears, the need of men and women in getting close to the perfect beauty and looking great explaining the reason many customer looking for beauty and aesthetic centers to ¿postpone¿ the inevitable old age.This work focus on the increase of beauty and aesthetic industry market position, the quality of service provide by these centers, emphasize the concepts of service quoted by different authors, for instance, Lovelock (2006), Las Casas (2002), Kotler (1998), the characteristics of services, the behaviour of customers, the conceptualized models of service quality from Albrecht and Zemke (1998), moments of truth according to Carlzon (1994).This work presents a summary of beauty along the years; shows the methodology used and the interviews results showing the main quality service attributes in beauty and aesthetic centers; the difficulty faced and suggestion for future research. / O objetivo deste estudo exploratório é investigar quais os atributos que motivam os consumidores na escolha de serviços em ambientes de Estética e Beleza. Todos os dias somos surpreendidos por descobertas que possibilitarão a concretização do sonho tão cobiçado de prolongar a juventude. Com o mercado cada vez mais exigente, a indústria da beleza enfatiza a influência da ¿beleza¿. O medo da velhice, a necessidade que o homem e a mulher têm de parecer cada vez mais perfeitos e de se manter cada vez mais atuantes são alguns dos fatores que os induzem a adotar estratégias para retardar o inevitável envelhecimento. O trabalho aborda o crescimento do setor de Beleza e Estética; discute os aspectos relativos à qualidade do atendimento nos ambientes de Beleza e Estética; evidencia os fundamentos básicos dos conceitos de serviços citados por diferentes autores, a exemplo de Lovelock (2006), Las Casas (2002), Kotler (2000); as características dos serviços; o comportamento do consumidor; os modelos conceituais de qualidade em serviços de Albrecht e Zemke (1998); Momentos de verdade, segundo Carlzon (1994). Apresenta uma síntese da beleza através dos tempos; mostra a metodologia utilizada e o resultado das entrevistas que elegeram os principais atributos da qualidade de serviço nos ambientes de estética e beleza; as limitações do trabalho e sugestões para pesquisas futuras.

Customer satisfaction, from the service quality perspective, has emerged as a new modus operandi for assessing customers’ perceptions and/or expectations of services in order to re-orient and regulate existing services. University library administrators in Sri Lanka, realising the necessity of complying with customer perception of high quality service, have begun to search for alternative ways to satisfy their clientele on the basis of service quality. This study therefore aims to meet this need by developing a model to assess the extent to which service quality indicators and other explanatory attributes may be used to predict customer satisfaction, from a service quality perspective. The research process used in the study was the “onion model,” which involved a combination of positivist and phenomenological inquiries that led to the use of qualitative and quantitative approaches in line with the purpose of the study, which was exploratory in nature and searched for causality. The design of the study involved two main stages: the exploratory stage and the main stage. In the exploratory stage, attributes and domain identification of service quality was carried out with a sample of 262 subjects. Based upon the exploratory study, four provisional models were constructed and tested in the main study, using a sample of 1840 subjects. The model based on the performance-only paradigm and the linearity assumption between the constructs was found to be the best parsimony model that provided for enhanced predictive performance, calibration and potential insight into attributes and domain relevance. Regarding overall satisfaction, responsiveness, supportiveness, building environment, collection and access, furniture and facilities, technology and service delivery as quality domains, involvement with the service, and knowledge of the customers as situational attributes and age, member category, university and gender as socio-demographic attributes were found to be significant. The final model may be used to design a simple measurement or monitoring process of library performance, and it may also be a useful tool for diagnosing service quality locally. This research further provides a keystone for other studies and may also stimulate the momentum of current research on service quality and/or customer satisfaction / Information Science / D. Litt. et Phil. (Information Science)

Rapid changes in the economic and world order have made it imperative for university libraries to make a paradigm shift from prestige collection building to a marketing philosophy as their strategic directive. This philosophy would direct university libraries towards decision making around customers' real needs and preferences, aligning organisational competencies and processes with these needs, resulting in more effective service delivery. Changes in the world order, economics and marketing as a philosophy are presented on a time line, revealing the influence developments in technology and the Internet have brought about. Various views on the influence of these changes in the world order are presented. Marketing in service organisations is encapsulated in a service marketing triangle. Competitive advantage for the university library should be achieved if the internal processes of the library are analysed in the context of a value chain. A proposed marketing model has been presented to direct strategic thinking in the university library. / Information Science / M. Inf.

Made available in DSpace on 2016-12-01T19:18:33Z (GMT). No. of bitstreams: 1 jacqueline.pdf: 370260 bytes, checksum: 526652383e60c20f43396c8816484294 (MD5) Previous issue date: 2012-02-29 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The restaurant s servicescape can be seen as a marketing strategy that involves both aspects of environmental psychology, administration, nutrition and architecture. In order to analyze the impact of restaurant s ambience elements in the overall quality perceived by customers, this qualitative research aims to identify the elements of greater and lesser importance in the ambience for both managers and customers, through interviews in depth. In total, 10 restaurants with average ticket over R$ 51, a la carte system and located on Florianópolis, were part of the survey. Were interviewed all these restaurant s owners (10 of total) and 20 clients who frequent these kind of restaurants, at least, twice a month and spend on average R$51 per person. In addition, we collected data by personal observation in the restaurants of the research. Armed with the customers and managers view, it was possible to list the most important elements in the restaurant s environment in costumers opinion, confront to the understanding of managers and, finally, identify possible gaps in service quality. In addition, a theoretical model was proposed based on Bitner s Servicescape Model (1992), the Gaps Model of Service Quality of Parasuraman, Zeithaml and Berry (1985) and Santos Model (2006). This theoretical model constructed proposes the customization of it to various services sectors. Among the findings, it was found that the most important elements in the restaurant s servicescape, in the view of customers, are temperature, music, color and lighting. According to the customers' position about these and other elements, can be concluded that customer satisfaction with the environment involves, in particular, feelings of comfort and security. More than the beauty and architecture of the place, people value aspects which let them comfortable and safe, whether visual comfort, thermal comfort, noise comfort or food safety / O cenário de serviços de restaurantes pode ser visto como uma estratégia de marketing que envolve tanto aspectos de psicologia ambiental, como administração, nutrição e arquitetura. Com o objetivo de analisar o impacto dos elementos do cenário de serviços de restaurantes na qualidade geral percebida por clientes, esta pesquisa qualitativa propõe a identificação dos elementos de maior e menor importância no ambiente do restaurante tanto para gestores quanto para clientes, por meio de entrevistas em profundidade. Ao total, 10 restaurantes com ticket médio acima de R$ 51, de sistema a la carte e localizados em Florianópolis fizeram parte da amostra. Foram entrevistados os gestores destes restaurante e 20 clientes que frequentam, pelo menos, duas vezes por mês restaurantes desse tipo e que gastam, em média, o valor referido. Além disso, também foi realizada a coleta de dados por observação pessoal, na forma de Cliente Oculto, nos restaurantes investigados. De posse das visões de clientes e gestores, foi possível elencar os elementos mais importantes no ambiente do restaurante para os clientes, confrontar com o entendimento dos gestores e, por fim, identificar possíveis lacunas de qualidade do serviço. Além disso, um modelo teórico foi proposto com base no Modelo de Cenário de Serviços de Bitner (1992), no modelo de Lacunas de Qualidade em Serviços de Parasuraman, Zeithaml e Berry (1985) e no Modelo de Santos (2006). Esse modelo teórico construído propõe a customização para diversos setores de serviços. Entre os resultados encontrados, identificou-se que os elementos mais importantes do cenário de serviços de restaurantes, na visão dos clientes, são temperatura, música, cores e iluminação. De acordo com a posição dos clientes a respeito desses e de outros elementos, pode-se concluir que a satisfação dos clientes com o ambiente envolve, em especial, sensações de conforto e segurança. Mais que a beleza e arquitetura do local, as pessoas valorizam aspectos que lhes deixem confortáveis e seguras, seja conforto visual, térmico, sonoro ou alimentar

The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.

Las experiencias de los clientes van tomando mayor importancia en las organizaciones/ institutos educativos debido a que el mercado se vuelve más competitivo y se busca retener a los clientes a través de relaciones largas y sólidas. Hay una falta de investigación sobre la experiencia integral de los estudiantes en un servicio educativo online. Por ello, el objetivo de la presente investigación es evaluar la experiencia integral de los estudiantes en el servicio habilitante como parte del servicio de educación de una escuela de negocios. Se propone vincular los conceptos de experiencia del cliente, marketing relacional, marketing de servicios, y comunicación corporativa para conocer la experiencia general de los estudiantes. El enfoque de este trabajo es cualitativo. Se realizaron siete entrevistas a personas que pasaron por este servicio habilitante. Los resultados evidencian que el factor humano es considerado importante en el servicio educativo y que no puede ser reemplazado en su totalidad por la tecnología. También se evidencia que hay muchos factores que influyen en la decisión de un estudiante y que es necesario gestionar de manera adecuada, a través de un marco de valores institucionales. Se concluye que la experiencia integral es considerada como grata, ya que todos los elementos que juegan un rol en el servicio habilitante han sido considerados positivos; y que esta construye una expectativa hacia el resto del servicio educativo. / Customer experiences are becoming more important in educational organizations/institutes as the market becomes more competitive and they seek to retain customers through long and solid relationships. There is a lack of research on the integral experience of students in an online educational service. Therefore, the objective of this research is to evaluate the integral experience of students in the enabling service as part of the education service of a business school. It proposes to link the concepts of customer experience, relationship marketing, service marketing, and corporate communication to understand the overall experience of students. The focus of this work is qualitative. Seven interviews were conducted with people who went through this enabling service. The results show that the human factor is considered important in the educational service and that it cannot be completely replaced by technology. It is also evident that there are many factors that influence a student's decision and that it is necessary to manage them properly, through a framework of institutional values. It is concluded that the integral experience is considered a pleasant one, since all the elements that play a role in the enabling service have been considered positive; and that it builds an expectation towards the rest of the educational service. / Tesis

The diploma thesis is focused on customers satisfaction research with provided services. The goal is to find out, evaluate and determine of such steps, which will bring increasing of satisfaction in future. The theoretical part focuses on the explanation of concepts, problems in marketing research and marketing of services. The second part includes questionnaires and data evaluation procedures.

The diploma thesis follows up the treatment of marketing plan in area of concrete home care service development. The purpose of the thesis enlarges field home care service by the development of appropriately chosen marketing plan. The first, theoretical, part of thesis explains marketing including related terms, and it analyzes strategic management and the concept of strategic analysis. It describes a law about the social services and the principles of senior care in real surroundings in case of the demographics. The practical part has been articulated for the research chapter, including marketing research between home care service consumers/clients, and the analytical chapter. The result of marketing strategic analysis. On the base of detected documents was developed the marketing plan, which is covering appropriate marketing mix for development concrete field home care services. In conclusion there are valorized objectives of marketing plan realization, and there are another recommendations, whose contribute for enlarge of services and the success of the organization at the market. Keywords: demographics, field home care service, marketing, marketing mix, marketing plan, marketing strategy, senior care, strategic management