Marketing of services is an integral part of a business organization. According to the experience in the Castle Pub, a lot of things influence the organization which might not be visible to the consumer. Challenges emanate from five significant areas of concern, which are intangibility, inseparability, perishability, variability, and rental/access to services. These are the fundamental characteristics of services. According to the customer/provider framework, mutual interaction is involved whereby the consumer of services determines the success of the organization. For example, if the customers in the pub would reject the meals with no offers, the pub would be in financial crisis.

The Servuction model, which designates ‘service production system,’ was formulated by Langeard, Bateson, Lovelock, and Eiglier in 1981 (Langeard, 1981). It is used to identify the challenges faced during the service experience. It is a model to demonstrate the factors influencing service experience, which are visible and invisible to the consumer. The invisible part includes the service’s invisible organization and system. In the pub, the organization’s management would affect the services, which is invisible to the customer. The operating systems in a company might influence service production negatively or positively (Wilson, Zeithaml, Bitner, and Gremler, 2012).

Moreover, visible parts comprise three components which include inanimate environment (Serviscape), customer A and B, and contact personnel. The Serviscape entails design of the Pub or the organization. These include music, business equipment, and furnishing items which attract customers. Employees who interact with customers play a crucial role in service promotion and experience as depicted by the waitress. Also, customer A receives enormous amountsof benefits, which are generated from service experience. On the other hand, customer B are those who are formed from the experience of client A. They are referred to as “shared customers” because their existence depends on customer A’s presence.

References

Langeard, E., 1981. Services marketing: new insights from consumers and managers. na.

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill.

Do you need high quality Custom Essay Writing Services?