Excellence and Customer Delight in Services Marketing

Abstract

Innovation, differentiation, and e-adoption are imperative for companies to sustain in the competition. It is difficult to innovate and differentiate physical products. Service companies gain in importance because of higher scope of innovation and differentiation with the help of e-adoption. The importance of innovation in services, initiatives taken by service companies, and the roles of e-adoption and technology as enablers to achieve excellence and customer delight are discussed. The initiatives include a strategic orientation, commitment from the top management, maintaining high standards, having profit tiers, monitoring service performance, and prompt action on customer complaints. The study focuses on the differentiation incorporated in services, adoption of the internet, and the roles of the internet in the differentiation of services. The study discusses about those companies which excel in providing superior services and analyses the strategies adopted by them. Proper implementation and execution of strategies enable companies to delight customers and achieve excellence.

The New Service Realities

“…Enlightened companies in services understand the importance of generating and delivering superior services to customers (Mandal, 2021b). Such companies understand the new service realities and the associated challenges and opportunities.…”