Kimia Aghayi

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


  • Well said!

  • A nice wrap-up from all the learnings of the course so far! Keep it up!

  • Well put!

  • Great to see that many of you have enjoyed writing blog posts and learned a lot from reading others' as well!

  • Thank you for your feedback!

  • Well put!

  • 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!

  • Good point!

  • 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...

  • Good that you find the content useful and interesting! Keep it up :)

  • 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...

  • 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!

  • Well put!

  • Also a good example, thank you!

  • 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?

  • 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...

  • True; indeed "quality does not cost, but the lack of quality does".

  • 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?

  • Well put!

  • 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!

  • A good example that demonstrates that the service culture should be spread within the organization. Thanks for sharing/

  • 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.

  • Good example. It was pretty interesting to see the changing preference and values of products and services during the pandemic.

  • Well put!

  • Thank you for your reflection and for sharing relevant examples!

  • 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:
    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...

  • @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...

  • @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.

  • Yes, thank you for your elaboration!

  • Thank you for your reflection and your example., and good luck in your learning journey!

  • Thank you for sharing this example!

  • 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...

  • Service perspective also applies to B2B, as you also pointed to it nicely. You could read more about it at the following...

  • That is the point actually; to find the balance spot considering all the resources and threats/ limitations.

  • Nice reflection!

  • True, well put!

  • Good example. Just to have more think on that, in your opinion, this challenge would be related to which part of perceived quality criteria?

  • This is an important aspect indeed, thanks for reflecting on that

  • A warm welcome to those who joined us a bit late. Enjoy the course and keep posting!

  • @DarrelTowndrow Would you agree with points mentioned above? Let me know if you have more thoughts or more questions.

  • 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...

  • 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...

  • Thanks for sharing, Laura.

  • True, well put!

  • 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?

  • Well put!

  • 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.

  • 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......

  • 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?

  • Great to see all of you here, looking forward to having great five weeks of learning and contributing to the course!

  • Thanks for sharing! Don't hesitate to reflect on the contents that you learn during the course base on your business.

  • Good example, thanks!

  • @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...

  • Yes, well put!

  • Great to hear that you enjoyed it!

  • Great to hear that you got this new perspective. Thanks for sharing!