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Marketing mix. The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers in the most effective and efficient way possible. These variables are often grouped into four key components, often referred to as the "Four Ps of Marketing."
Quality management is focused both on product and service quality and the means to achieve it. Quality management, therefore, uses quality assurance and control of processes as well as products to achieve more consistent quality. Quality control is also part of quality management. What a customer wants and is willing to pay for it, determines ...
Service quality. Service quality (SQ), in its contemporary conceptualisation, is a comparison of perceived expectations (E) of a service with perceived performance (P), giving rise to the equation SQ = P − E. [1] This conceptualistion of service quality has its origins in the expectancy-disconfirmation paradigm. [2]
Services marketing is a specialized branch of marketing which emerged as a separate field of study in the early 1980s, following the recognition that the unique characteristics of services required different strategies compared with the marketing of physical goods. Services marketing typically refers to both business to consumer (B2C) and ...
SERVQUAL is a multi-dimensional research instrument designed to capture consumer expectations and perceptions of a service along five dimensions (originally ten) which are said to represent service quality. SERVQUAL is built on the expectancy–disconfirmation paradigm, which, in simple terms, means that service quality is understood as the ...
Garvin's eight dimensions can be summarized as follows: Performance: Brands can usually be ranked objectively on individual aspects of performance. Features: Features are additional characteristics that enhance the appeal of the product or service to the user. Reliability: This is a key element for users who need the product to work without fail.
t. e. Marketing management is the strategic organizational discipline that focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of marketing resources and activities. [citation needed][1][2][3] Compare marketology, [4] which Aghazadeh defines in terms of ...
Parasuraman was one of the co-authors of the classic study on Services marketing, [3] which developed the concept of SERVQUAL. The SERVQUAL model has become fundamental in the analysis of marketing in the services sector and one of the highest cited marketing papers ever. He has also been involved in developing the Technology Readiness Index ...