Kimia Aghayi
Doctoral Student and Researcher at the Centre for Relationship Marketing and Service Management (CERS), Department of Marketing, Hanken School of Economics.
Location Helsinki, Finland
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Well said!
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A nice wrap-up from all the learnings of the course so far! Keep it up!
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Well put!
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Kimia Aghayi made a comment
Great to see that many of you have enjoyed writing blog posts and learned a lot from reading others' as well!
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Thank you for your feedback!
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Well put!
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Hello, and thank you for sharing your thoughts! We would appreciate if you keep posting in English - which is the language of this course. So other learners can also understand and contribute to your thoughts and we (mentors) can help you if anything comes up!
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Good point!
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Thank you for your question. Basically, as long as a firm's decisions about the products are based on aligning customer needs and wants, we can say that the firm is customer-focused. In that sense, your definitions for both approaches are equivalent in that they are both customer-focused eventually; but they take different paths to get there, sometimes they go...
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Good that you find the content useful and interesting! Keep it up :)
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Thank you for your reflection, and it is a good point; marketers try to keep up with short or long-term effects in communication campaigns with customers, but the employees at some points are left behind; feeling forgotten, unengaged, or disconnected from the firm.
This could be solved in different ways, like building a strong integration between... -
@MagedMICHAEL Correct!
Also, I would go for Gap 1 in that the definition of quality might differ for managers and their customers in the first place. -
Good point. Generally, branding is about a series of activities that make customers know or feel about our business identity, including feelings, experiences, and mental associations. You could elaborate more on what activity you had in mind about branding here, but overall it could go under both layers of service offering; either in enabling and enhancing...
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Kimia Aghayi made a comment
A warm welcome to those who joined us a bit late during this round, enjoy the course, and keep posting!
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Well put!
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Also a good example, thank you!
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Thank you for sharing. Shall we take a deeper look into this example? For instance, what types of gaps do you spot in this challenge according to the Gap Model of service quality?
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Kimia Aghayi replied to Maged MICHAEL
Thank you for sharing this. So in this example, the value creation process begins with your company's efforts (provider sphere) and goes on until the customer satisfaction (customer sphere). If the customer continues being happy with the paints and for example tells about it to their fellows [which are your potential customers], the value in use of your...
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True; indeed "quality does not cost, but the lack of quality does".
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You are making a very good point!
As you see, most of the definitions of marketing are quite broad and cover almost every activity from production to end-user consumption. It is fine, but Grönroos's approach to marketing is not only holistic as well, but it has a potent customer focus and comes down to all the touchpoints that the customer has with the... -
Would you please specify your question so that we can go straight to your problem?
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Well put!
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Thank you for your question.
For example, imagine a firm, like Amazon, that overpromises on delivery time or product quality. These are “promises” made by full marketers, which leads to creating “expectations” for you. When your order from Amazon is overdue or is of low quality, you realize that what you “experienced” with the manufacturer, delivery guy, or... -
Kimia Aghayi replied to [Learner left FutureLearn]
Feel free to drop your questions or thoughts about the course materials!
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A good example that demonstrates that the service culture should be spread within the organization. Thanks for sharing/
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Nice reflections overall! You could for example explain further why do you perceive the service perspective as more difficult? You could elaborate on this by providing a relevant or personal example.
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Kimia Aghayi replied to Olubunmi Dosunmu
Good example. It was pretty interesting to see the changing preference and values of products and services during the pandemic.
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Well put!
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Thank you for your reflection and for sharing relevant examples!
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Kimia Aghayi replied to TONY KING
It would affect the variables of the formula and the final calculation of ROR. If I understand your question correctly, in the related article, in table II, the authors explained how to calculate different changes in values/ costs:
https://www.emerald.com/insight/content/doi/10.1108/08858621211236025/full/pdf
But as also was mentioned in the videos, it is... -
Yes, the firm could fit into service logic with their customers, be it the final customer or other firms that use the service for their production/ services which is called B2B marketing. The food production firms that use raw nutrition, the amazon web service (AWS) that provides cloud computing services to companies and governments, or the suppliers for...
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@SaskiaT ... Which are the Total number of purchases over the customer’s lifetime, Average purchase value, Purchase frequency, Number of products/services purchased, Time between each purchase, Number of referrals generated, Length of the customer relationship.
I hope that this helps you think more clearly about your issue. Let me know if you had more...
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@SaskiaT thank you for your elaboration and your example!
Good that we agree on the firm's side now. But for the customer side, I would say that you just mentioned all the challenges that marketing analysts have briefly in your comment :-). But there are solutions for that and it is evolving, indeed! I will explain it further, but it is out of this course's... -
Great that you find it interesting and useful!
It is basically an exercise for you to bring all your thoughts into the words in a different way than other usual course assignments. Usually, learners write the blog post at different lengths and it is OK most of the time with any word counts (more than the minimum length) as long as it is informative and... -
Thank you for reflecting on this part.
Indeed we have metrics that enable measuring values. Customer value, for example, in simple words is the "total customer benefits - total customer costs". For the benefits, we usually consider revenue per customer, profit per segment, customer lifetime value, and customer satisfaction and experience. Customer lifetime... -
Thanks for your elaboration. In the following videos, you will learn even more about the concept.
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Kimia Aghayi replied to Joycelyn Alale
Yes, thank you for your elaboration!
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Thank you for your reflection and your example., and good luck in your learning journey!
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Thank you for sharing this example!
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Kimia Aghayi replied to Pyry Peltonen
Thanks for sharing your thought. The ultimate goal of service logic is to take human value creation in to the account and try to provide more value for both the customer and the firm, right? So, about your example, let us take the service logic as a lens and try to look at fast fashion business through that lens. In what terms exactly do you think it could not...
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Service perspective also applies to B2B, as you also pointed to it nicely. You could read more about it at the following...
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That is the point actually; to find the balance spot considering all the resources and threats/ limitations.
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Nice reflection!
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True, well put!
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Kimia Aghayi replied to TONY KING
Good example. Just to have more think on that, in your opinion, this challenge would be related to which part of perceived quality criteria?
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Kimia Aghayi replied to Sanni S
This is an important aspect indeed, thanks for reflecting on that
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Kimia Aghayi made a comment
A warm welcome to those who joined us a bit late. Enjoy the course and keep posting!
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@DarrelTowndrow Would you agree with points mentioned above? Let me know if you have more thoughts or more questions.
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Thank you for elaborating on your issue! In your case, it seems that the customer creates multiple values; first, the customer’s feedback would be added to your database as a new record and that adds value to your quality control process from the strategic point of view. [more feedback= more engagement for the service].
Sometimes, customer brings an issue...
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I will provide an example to explain it more, but it would be good if you could elaborate on your thought [In what terms do you have struggles with it?]
When you buy a cell phone, for example, the value is created by you when you actually use the phone on a daily basis, provide engagements to different apps as well as a lot of data for marketing purposes...
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Thanks for sharing, Laura.
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True, well put!
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True. But the firm also needs to balance their costs and revenues for the time being whilst they try to improve their customer focus strategically... So, do you think a solid focus on outside-in management would be beneficial? What challenges the firm would face?
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Well put!
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Nice example; as both of you pointed, the value that you get from having coffee in the cafe is having a coffee + experience (making use of the coffee place; whether it is to relax, study, have a meeting for work, etc.), so you need to pay more (value in exchange) for the service in comparison to drinking coffee at home for example.
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Kimia Aghayi replied to Imane LAKHMIRI
True, it would make the service provider spend resources to maintain the service perspective, and sometimes we cannot get all the costs back from the consumer at the moment (Despite the many formulas/ debates about how to increase consumers' willingness to pay).
However, value is not always the net revenue, but it is to stay competitive in the long run......
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Kimia Aghayi replied to kong sophia
Thanks for sharing! But isn't that services that provide value become competitive not only because of technology and innovation - as you pointed out? Could you elaborate more on your thoughts?
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Kimia Aghayi made a comment
Great to see all of you here, looking forward to having great five weeks of learning and contributing to the course!
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Kimia Aghayi replied to Monique Duchen
Thanks for sharing! Don't hesitate to reflect on the contents that you learn during the course base on your business.
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Good example, thanks!
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@CynthiaJonas Indeed, one of the main learning outcomes of this course is for learners to comprehend the service logic system and how much value it brings.
Of course, investing in this perspective would cost different valuable resources for the firm, such as time, human resources, or money. Yet, the point is that you will gain an important advantage during... -
Kimia Aghayi replied to long L
Yes, well put!
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Great to hear that you enjoyed it!
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Great to hear that you got this new perspective. Thanks for sharing!
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This is a framework helping us to conceptualize phenomena happening in the organizations. Like the other frameworks in the business and management literature, it demonstrates simplified situations, yet thorough, to understand the system.
For sure there are other factors effecting and affecting this. Considering that, would you / or others like to elaborate on... -
well put!
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A solution would be to have a fair look at the firm's activities/ promotion campaigns/ service designs, whether they were successful or not. Some marketing departments have an organized database of such data, and they engage all parties through different ways to criticize the situations and provide feedback. Of course, it needs to have a state of mind of...
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Thank you for this reflection! We see how a wrong management focus - be it deliberate (a solid focus on productivity) or undelibarte (lack of knowledge, short sights)- squanders dozens of essential resources such as high-quality analytics, motivated staff, money, etc. in the firm. You nicely reflected it from the employee side.
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Kimia Aghayi replied to Dutt Way Wong
Well put! Welcome and enjoy the course!
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Kimia Aghayi replied to long L
Thank you for sharing your thoughts. In your example, co-creation is happening between the supermarket and the customer when they buy products from the supermarket. On the other hand, when customers "use" the products, share their experience of using that product with others, etc., the co-creation happens between the company and the customer.
Note that the... -
Kimia Aghayi replied to Terry Allam
Yes, thank you! Providing feedback, engagement in social media, the value of word of mouth, being loyal/ taking benefits and services from the firm, in the long run, could be the examples where customer contributes in the value co-creation process.
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True :) thanks for sharing. This also reminds me of Nokia falling down the market between 2010- 2018. The critiques were mostly about the fact that Nokia was doing great and its main focus was on its long-lasting quality of the products/ SERVICES. While (at that time) consumers were actually looking for more innovation -> So they tended to purchase Apple/...
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Good one. So we have Gap 1 where the management perceptions of expectations are not in line with expected services! Do you have any related examples/self-experiences of this situation in mind?
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Kimia Aghayi replied to Hussain Niaz
Yes, and this well-built relationship brings back value to the firm as well!
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Kimia Aghayi replied to Terry Allam
True. Personalized/ customized offers and services during the time of having the insurance can be a major value in use insurance firms provide. Would you like to think about the value co-creation in this case? What values can customers bring?
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Thanks for sharing your reflection.
As you see, what you are referring to in the South African government seems to be a service perspective. Hope that you get the hints to answer this fundamental question during the course! -
Kimia Aghayi replied to Hannah T
True. indeed we need to look for a "what to build, so they will come, stay and create more" attitude- if you want to put it in that way!
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Kimia Aghayi replied to Zun Wutt Hmon
good example.
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Nice reflection! As you see, (your) firm can benefit the value co-creation by having the service logic in mind as a long-lasting perspective.
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True. Well put, Shabana!
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Writing blog posts may be challenging first, but it is a good way to represent our thoughts and learnings comprehensively. So, do not think of the shortcomings, take it as an exercise, and it will be improved after a couple of trials :)
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Kimia Aghayi replied to Cassandra Baldassano
Thanks for sharing your thoughts. So, how do you link this issue to the service perspective? In other words, how do you think the firm - that you (as a customer) are using its product- could support you to accomplish your goals during the consumption process?
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Kimia Aghayi made a comment
A warm welcome to all of you who joined the course. Please do not hesitate to share your thoughts and questions during the upcoming weeks! Enjoy the course!
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Kimia Aghayi replied to Hans G Nedden
Thank you for sharing your thoughts! However, the goal of internal marketing is to align every aspect of a firm's internal activities/operations to ensure they are as capable as possible of providing value to customers. The same should go for the financial department, for example. The point here is the need to improve internal communication within the...
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Thank you. What approach does this bank take in your opinion? servicizing /servitization. What were the risks of the traditional report approach vs. the latter one? It would be good to explain more about the examples that you provide in terms of how they support the topics in each section.
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Kimia Aghayi replied to Raazi Ahmed
A good example of internal marketing. Thanks for sharing.
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True. Meanwhile, the customer's expectation and experience do not meet and the service culture of the firm is in danger.
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Thanks for sharing!
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A good discussion. Anyone would like to elaborate on this?
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Kimia Aghayi replied to Anna Virta
good points!
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Kimia Aghayi replied to Jouni M.
Good points! Thank you.
You are right; the banking industry will struggle a lot more in the near future (especially) if neglecting the service culture.
These two articles in hbr were quite interesting, they shed light on cryptocurrencies and the role of service management in finance market in a smooth... -
Kimia Aghayi replied to Jouni M.
Thank you for your elaboration! What factors do you think made these two groups differ in terms of service branding? Is it only the matter of size of the firm?
Indeed there have been intense debates on service branding being neglected in banks and financial sectors. One of the reasons could be the nature of service branding in these types of businesses...
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Kimia Aghayi replied to Jouni M.
Would you like to support it with some examples/ explanations?
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This is nice, thanks for your feedback!
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Good (and familiar) example! We simply lose our trust, tell others -potential customers- not to use their service, probably share our experience in the reviews (electronic word of mouth), etc. Totally harmful for the firm in the long run.
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True. Creating and maintaining the customer-focused culture plays a crucial role, and it has been neglected in most of the companies, which is strange because it seems to be simple and clear that - as you mentioned- no customer, no business!
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well put!
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Kimia Aghayi replied to Ville R
Thanks for sharing
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Can you explain it more? Or provide a relative example
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Do you have any related experiences in getting service from or working with such companies that you would like to share?
