INSTITUTO POLITÉCNICO DE SETÚBALESCOLA SUPERIOR DE CIÊNCIAS EMPRESARIAIS

Departamento de Marketing e Logística

Curso de Marketing

Projeto em MarketingTema: Marketing de Serviços

Aplicado á empresa

Academia de Estudo Acompanhado e Explicações

Tânia Neves nº 073193578

Docente: Profª. Graziela Vieira da Silva

Setúbal, 15 de Novembro de 2013

A – Tema e Justificação

O tema deste projeto é Marketing de Serviços, pois nos dias que correm

é dada cada vez mais importância ao Marketing no setor dos serviços, não só

para melhorar desempenho da empresa no mercado envolvente, a sua

notoriedade e diferenciação, como também a satisfação dos clientes.

Este trabalho é aplicado à empresa Cantinho do Saber que é uma

academia de estudo acompanhado e explicações desde o primeiro ciclo até ao

ensino superior com professores licenciados em varias áreas. Para além das

explicações também promovem cursos e workshops diversos.

A Proposta de realização deste projeto foi bem aceite por parte da

empresa uma vez que poderá ajudar na melhoria dos serviços prestados.

B. Objectivos

Com a elaboração deste trabalho, pretendo por em pratica os

conhecimentos, ao nível pratico tal como teórico, adquiridos ao longo de toda a

minha formação académica. Pretendo também desenvolver mais as minhas

capacidades criativas, de investigação e de analise critica.

Este projeto possui duas fases diferentes, uma com todo o

enquadramento teórico relativo ao tema escolhido, depois da pesquisa e uma

outra fase um breve estudo da empresa.

C. Estrutura I. Enquadramento teorico

1. Marketing de serviços1.1.Defenição

Todos nós usufruímos de variados serviços ao longo dos nossos dias, tais

como serviços de saúde, de ensino , bancários, sociais, jurídicos, de

telecomunicações, de transportes, entre muitos outros. A prestação de um

serviços engloba a sua produção e a sua venda tal como de um objeto se

tratasse, para fazer face á procura por parte dos consumidores de algo com

qualidade e que os satisfaça gerando o lucro, “ os serviços podem ser definidos

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como ações,esforços, ou desempenhos” ( Hofman e Bateson, 2006 :4) e “é um

ato ou uma performance oferecida por uma parte a outra “ ( Lovelock et al.

1996:6) .

Um serviço é algo intangível, que todos necessitamos, algo que não

conseguimos ver ou sentir no entanto tem como objetivo satisfazer uma certa e

determinada necessidade de alguém, o cliente. O cliente cada vez mais está

sensível a preços no entanto estão cada vez mais sofisticados, o tempo que

têm cada vez mais é escasso e cada vez mais pretende o que seja mais

conveniente e cómodo de ter. O setor terciário é dos mais importantes para

Portugal.

Um serviço tem características diferentes de um produto tais como

intangibilidade, heterogeneidade, perecibilidade e inseparabilidade e podem ser

considerados dois tipos de serviços os industriais e os de consumo.

1.2.Caracteristicas dos serviços1.3.Classificação e tipos de serviços1.4.Qualidade dos serviços1.5.Modelo Servunction

2. Marketing Mix 3. Serviços em outras areas do Marketing

II. Cantinho do Saber – Academia de Estudo Acompanhado e Explicações

1. Descrição da empresa2. Diagnóstico interno /externo3. Aplicação do modelo Servunction4. Organigrama

ConclusãoBibliografiaAnexos

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Bibliografia

Anderson, Eugene W; Fornell, Claes; Rust, Roland T.”Customer

Satisfaction, Productivity, and Profitability: Differences Between

Goods and Services” in Marketing Science (1986-1998) 16.2

(Spring 1997): 129.

Blazevic, Vera; Hammedi, Wafa; Garnefeld, Ina; Rust, Roland T;

Keiningham, Timothy “Beyond traditional word-of-mouth”in.

Journal of Service Management 24.3 (2013): 294-313.

Elliott, Dominic; Harris, Kim; Baron, Steve “Crisis management

and services marketing” in The Journal of Services Marketing19.5 (2005): 336-345.

Frada, João José Cúcio, (2000), Guia prático para a elaboração e

apresentação de trabalhos científicos, Cosmos, Lisboa

Hansson, Linnea; Wrangmo, Anton; Klaus Solberg Søilen

“Optimal ways for companies to use Facebook as a marketing

channel” in Journal of Information, Communication & Ethics in Society 11.2 (2013): 112-126

http://search.proquest.com/

http://www.slideshare.net/?ss

https://pt.wikipedia.org

https://www.google.pt/

Jean-Marc Décaudin; Lacoste, Denis “Are services advertised

differently? An empirical examination”in The Journal of Services Marketing 24.7 (2010): 546-553

Jiang, Ying; Cheng Lu Wang.”The impact of affect on service

quality and satisfaction: the moderation of service contexts “in The Journal of Services Marketing 20.4 (2006): 211-218.

LOVELOCK, Christopher H. , (1996), Services Marketing, Prentice

Hall

PINTO, Sofia Salgado, (2003), Gestão dos Serviços – A avaliação

da qualidade, Verbo, Lisboa

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1. The impact of affect on service quality and satisfaction: the moderation of service contexts

Jiang, Ying; Cheng Lu Wang. The Journal of Services Marketing 20.4 (2006):

211-218.

Abstract (summary)

As an alternative explanation of incongruent findings in the literature, the

purpose of the present study is to introduce the concept of hedonic versus

utilitarian service context as a moderating variable in the relationship between

the affect (pleasure and arousal) and perceived service quality and satisfaction.

Design/methodology/approach - A consumer survey was conducted to test

moderation hypotheses, which was analyzed with hierarchical regression

equations. Findings - The results show that pleasure had stronger influences on

perceived service quality and satisfaction in the hedonic service context than in

the utilitarian service context. Arousal is found to influence perceived service

quality and satisfaction in the hedonic service context but not in the utilitarian

service context. Research limitations/implications - It is likely that in hedonic

related services, consumers will often use some affective criteria to evaluate

service quality, in addition to the traditional service quality measures. Practical

implications - Companies providing hedonic services should modify the content

of their services or add novelty stimulus into their services from time to time in

order to evoke the most desired consumer emotions and enhance satisfaction.

Originality/value - The proposed moderating effect of service contexts improved

predictions and explanations of the theoretical relationship between affect and

perceived service quality/satisfaction. It specifies the conditions under which

affect will or will not impact perceived service quality and satisfaction.

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2. Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services

Anderson, Eugene W; Fornell, Claes; Rust, Roland T. Marketing Science (1986-1998) 16.2 (Spring 1997): 129.

Abstract (summary)

There is widespread belief that firms should pursue superiority in both customer

satisfaction and productivity. However, there is reason to believe these two

goals ar not always compatible. If a firm improves productivity by "downsizing,"

it may achieve an increase in productivity in the short-term, but future

profitability may be threatened if customer satisfaction is highly dependent on

the efforts of personnel. If so, there are potential tradeoffs between customer

satisfaction and productivity for industries as diverse as airlines, banking,

education, hotels, and restaurants. Managers in these types of service

industries, as well as goods industries in which the service component is

increasing, need to understand whether or not this is the case. For example, if

efforts to improve productivity can actually harm customer satisfaction--and

vice-versa--the downsizing of U.S. and European companies should be viewed

with concern. It follows that developing a better understanding of how customer

satisfaction and productivity relate to one another is of substantial and growing

importance, especially in light of expected continued growth in services

throughout the world economy.

The objective of this paper is to investigate whether there are conditions under

which there are tradeoffs between customer satisfaction and productivity. A

review of the literature reveals two conflicting viewpoints. One school of thought

argues that customer satisfaction and productivity are compatible, as

improvements in customer satisfaction can decrease the time andeffort devoted

to handling returns, rework, warranties, and complaint management, while at

the same time lowering the cost of making future transactions. The second

argues that increasing customer satisfaction should increase costs, as doing so

often requires efforts to improve product attributes or overall product design.

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A conceptual framework useful in resolving these contradictory viewpoints is

developed. The framework serves, in turn, as a basis for developing a

theoretical model relating customer satisfaction and productivity. The model

predicts that customer satisfaction and productivity are less likely to be

compatible when: 1) customer satisfaction is relatively more dependent on

customization--the degree to which the firm's offering is customized to meet

heterogeneous customers' needs--as opposed to standardization--the degree to

which the firm's offering is reliable, standardized, and free from deficiencies;

and 2) when it is difficult (costly) to provide high levels of both customization

and standardization simultaneously.

To move forward from the model's propositions to the development of testable

hypotheses, we argue that services are more likely than goods to have the

preceding characteristics. Hence, tradeoffs between customer satisfaction and

productivity should be more prevalent for services than for goods. Although this

classification is not precise--many services are standardizable and many goods

have a service component--it has the advantage of allowing an initial test of the

propositions.

The empirical work employs a database matching customer-based measures of

firm performance with traditional measures of business performance, such as

productivity and Return on Investment (ROI). The central feature of this

database is the set of customer satisfaction indices provided by the Swedish

Customer Satisfaction Barometer (SCSB). The SCSB provides a uniform set of

comparable customer-based firm performance measures and offers a unique

opportunity to test the study's hypotheses.

The findings indicate that the association between changes in customer

satisfaction and changes in productivity is positive for goods, but negative for

services. In addition, while both customer satisfaction and productivity are

positively associated with ROI for goods and services, the interaction between

the two is positive for goods but significantly less so for services.

Taken together, the findings suggest support for the contention that tradeoffs

are more likely for services. Hence, simultaneous attempts to increase both

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customer satisfaction and productivity are likely to be more challenging in such

industries. Of course, this does not imply that such firms should not seek

improvements in both productivity and customer satisfaction. For example,

appropriate applications of information technology may improve both customer

satisfaction and productivity simultaneously.

The findings should provide motivation for future research concerning the

nature of customer satisfaction and productiviy, as well as appropriate strategy

and tactics for each one. It is worth emphasizing that this is an issue that is not

only important today, but certainly will become even more important in the

future. As the growth of services continues and world markets become

increasingly competitive, the importance of customer satisfaction will also

increase. To compete in such a world, firms must strike the right balance

between their efforts to compete efficiently and their efforts to compete

effectively.

3. Optimal ways for companies to use Facebook as a marketing channel

Hansson, Linnea; Wrangmo, Anton; Klaus Solberg Søilen. Journal of Information, Communication & Ethics in Society 11.2 (2013): 112-126.

Abstract (summary)

Social media has increased as a marketing channel, and Facebook is the

biggest social media company globally. Facebook contains both positive and

negative information about companies; therefore, it is important for companies

to manage their Facebook page to best serve their own interests. Although

most users are familiar with business and marketing activities on Facebook,

they use it primarily for fun and personal purposes. The most effective methods

for companies to use Facebook have not been clear. The personal nature of

Facebook presents unique challenges for companies by raising ethical and

social responsibility issues that are important to users. The purpose of this

paper is to discover how companies can optimize their use of Facebook as a

marketing channel. Design/methodology/approach - A survey was conducted.

The respondents were 158 users of Facebook in Sweden; complete answers

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were provided by all respondents. In a series of specific questions and

comments, the respondents were asked to describe an optimal marketing

solution on Facebook for companies. They rated different functions, which were

illustrated with pictures, to help in the cognitive process and to avoid

misunderstandings. Findings - Most users who have an opinion on the issue

accept marketing on Facebook, but only in the right amount. There are basically

two groups: those who think that companies have no place on Facebook and

those who want companies to be active on Facebook. The latter group

emphasizes the importance of meaningful posts without unsolicited sales

messages, and would prefer to search for the companies themselves rather

than being bombarded by company messages. By far, status updates and

pictures/images were found to be the most important functions to respondents.

Research limitations/implications - The sample consisted of only Swedish users.

Another limitation was that, since many Facebook users do not normally think

about the implications of being exposed to marketing on Facebook, they have

difficulty taking a position on many issues related to the service. Practical

implications - The results give companies a clear idea of how to effectively use

Facebook in their marketing efforts. Originality/value - A large number of

companies are currently asking themselves, "How can we use Facebook in an

optimal way?" The results in this study answer this question and lead directly to

saving time and resources for these companies.

4. Beyond traditional word-of-mouth

Blazevic, Vera; Hammedi, Wafa; Garnefeld, Ina; Rust, Roland T; Keiningham,

Timothy; et al. Journal of Service Management 24.3 (2013): 294-313.

Abstract (summary)

Business and academia alike have become aware of the crucial role of

customer-to-customer interactions. Facilitated by the increasing customer

connectedness through online media possibilities, companies need to

understand how customers influence each other and how to manage these

customer interactions. The purpose of this paper is to conceptualize an

expanded model of customer-driven influence (CDI) that presents an overview

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of the influence process and its determinants. The model covers important

issues, such as deliberate versus unintentional sender actions, verbal and non-

verbal communication, and reflective and impulsive receiver reactions.

Design/methodology/approach - This article is the result of the first Thought

Leadership Conference on Service Marketing, held in Nijmegen, The

Netherlands, June 2012. Findings - The model shows the importance of

considering goal theory in studying customer-driven influence. Both sender and

receiver can act and react in deliberate and unintentional ways. The

mechanisms for customer-driven influence are then contingent upon which

particular goal (combination) is activated. Message reception is either verbal or

non-verbal. Furthermore, the receiver can react either by reflective processing

or by impulsive processing leading to liking a particular product or wanting the

product (respectively). Accordingly, the receiver builds behavioral intentions of

purchasing and further talking about the particular product. Originality/value -

This paper synthesizes insights from the extant literature on word-of-mouth,

social influence, and dual processing of information to develop a

comprehensive model customer-driven influence. The authors' framework is

embedded in goal system theory, as it addresses fundamental self-regulatory

issues, such as the impact of implicit goal activation and essential contextual

factors on preference formation and choice.

5. Are services advertised differently? An empirical examination

Jean-Marc Décaudin; Lacoste, Denis. The Journal of Services Marketing 24.7

(2010): 546-553.

Abstract (summary)

The objective of this paper is to study the relevance of a specific approach to

services advertising by testing the absolute and relative impact of the

product/service variable on advertising strategy. Design/methodology/approach

- A content study of 4,233 press advertisements, taken from generalist

magazines, was conducted using an original analytical framework based on

competitive advantage. This framework was used to measure the impact on the

advertising strategy of the following variables: type of offer, type of market and

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industry. Findings - The research indicates that three variables significantly

influence advertising strategy: type of offer, type of market, and industry.

However, the type of industry is the most influential variable. The study shows

that the product/service contrast alone cannot adequately explain the choice of

advertising strategy. Research implications/limitations - The conclusions

indicate that the product-service variable should not be used in isolation, but

rather in combination with other variables such as the type of target and the

nature of the sector. The research, however, does not enable one to determine

the relevance of the advertising choices highlighted. Practical implications - The

framework can enable one to link marketing strategy to advertising strategy. It

enables one to clearly pose the problem of advertising strategy upstream from

questions of creative approach and executional tools. Originality/value - This

research shows that the product/service variable is not the best explanatory

variable of the advertising strategy.

6. Crisis management and services marketing

Elliott, Dominic; Harris, Kim; Baron, Steve. The Journal of Services Marketing19.5 (2005): 336-345.

Abstract (summary)

This study proposes exploring the opportunities for reciprocal learning between

the fields of crisis management and services marketing, and stimulating

research on crises experienced by service organizations through the adoption

of an interdisciplinary approach. Initially, an overview and summary are given of

a crisis management approach by organizations, in order to demonstrate the

contrast between the research perspectives adopted in the fields of crisis

management and services marketing. To demonstrate the potential for

reciprocal learning, a key construct from each field is identified and its potential

contribution to learning in the other field is critically evaluated. The comparison

between the approaches of crisis management and services marketing

highlights a concentration, in services marketing, on service failures and

recoveries at individual service encounters draws attention away from the

"bigger picture" and the multiple stakeholder roles that may trigger a crisis and,

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while a crisis management approach acknowledges customers as key

stakeholders in a crisis, it fails to give enough attention to the roles adopted by

customers in service organizations, especially through customer participation in

service production.

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