Marketing management in the service industry: service design approach
Laurinciukaite, Kristina (2022)
Lataukset:
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022060716023
https://urn.fi/URN:NBN:fi:amk-2022060716023
Tiivistelmä
This is a product-oriented thesis and its aim was to develop a tool that would help to improve marketing management practices in a company operating within the service industry. The case company in this thesis was One Bar & Restaurant which is a business operating in the city centre of Porvoo, Finland. The author chose to use service design as a development methodology.
The first part of the thesis presents a theoretical background regarding marketing in the service industry. The author reviewed general marketing principles such as defining target customer profile, value propositions, and mission statement. Characteristics of services and service-profit chains were also discussed, which led to identifying internal marketing as one of the most important aspects of marketing within the service industry. Internal marketing includes internal communication, human resource management, and employee motivation as factors important in developing a company's service culture.
The following chapter introduces service design as the development method used in the thesis. Service design is a human-oriented, collaborative, and interdisciplinary design method which aims to improve or create new services. The author created a service design model specifically for this thesis project by reviewing and comparing different models. It involved five project stages: Research, Define, Ideate, Develop, and Implement.
The thesis project implementation started by conducting interviews with the case company's employees which helped to identify the main marketing management challenges. The author concluded that it lacked strategic planning and business vision and created the service design process problem statement: what tool can help restaurant employees implement marketing tasks consistently and according to its vision and strategy?
The ideation and development process led to the creation of a marketing management planning template which is the final product of this thesis. The product aims to enable marketing management activities to be implemented more efficiently and consistently.
The first part of the thesis presents a theoretical background regarding marketing in the service industry. The author reviewed general marketing principles such as defining target customer profile, value propositions, and mission statement. Characteristics of services and service-profit chains were also discussed, which led to identifying internal marketing as one of the most important aspects of marketing within the service industry. Internal marketing includes internal communication, human resource management, and employee motivation as factors important in developing a company's service culture.
The following chapter introduces service design as the development method used in the thesis. Service design is a human-oriented, collaborative, and interdisciplinary design method which aims to improve or create new services. The author created a service design model specifically for this thesis project by reviewing and comparing different models. It involved five project stages: Research, Define, Ideate, Develop, and Implement.
The thesis project implementation started by conducting interviews with the case company's employees which helped to identify the main marketing management challenges. The author concluded that it lacked strategic planning and business vision and created the service design process problem statement: what tool can help restaurant employees implement marketing tasks consistently and according to its vision and strategy?
The ideation and development process led to the creation of a marketing management planning template which is the final product of this thesis. The product aims to enable marketing management activities to be implemented more efficiently and consistently.