Service Marketing

1.

00011498, 00011441, 00011476, 00011958, 00011401
Service Marketing
CW1
Module Leader:
Makhsuma Abdullaeva

2.

Service Marketing | 2024
00011498
Agenda
• Company background
• Literature review
• Analysis of chosen service product
• Discussion of service Target Audience and
customer decision making process.
• Crafted Service Blueprint
• Key research findings
• Conclusion
• Bibliography
• Appendices

3.

Company background
INTER NATION
INTER NATION has
provides courses of
been successfully
General English and
offering services for
IELTS
10 years
10 branches
in Tashkent
More than
15 000
students
More than
400
employees
00011498
Service Marketing | 2024

4.

Literary Review
Title of the Article
Author(s)
Year/Source
Models
discussed
The Impact of Service Quality Dimensions on
Students’ Satisfaction
Anwar, G. and Shukur, I.
2015, https://ijsses.tiu.edu.iq/wp-content/uploads/2020/02/vol-1-issue-3article7.pdf
SERVQUAL
Service quality in the language training market in
China
Walley, K., Custance, P.
and Zhang, R.
2012,
https://www.researchgate.net/publication/235304417_Service_quality_in_the_l
anguage_training_market_in_China
SERVQUAL,
RATER
Measuring customer service quality with the RATER
framework
Cory
2017, https://www.simplesat.io/improving-customer-service/measuringcustomer-service-quality-rater-framework/
RATER
Assessment of quality of education at a nongovernmental university via the SERVQUAL model.
Abari et al.
2011, https://www.sciencedirect.com/science/article/pii/S1877042811006434
SERVQUAL,
RATER
José de Oliveira, O.
2009,
https://www.researchgate.net/publication/225083410_Adaptation_and_applicat
ion_of_the_SERVQUAL_scale_in_higher_education
SERVQUAL,
RATER
Mansori et al.
2014,
http://eprints.intimal.edu.my/59/1/Service%20quality%2C%20satisfaction%20a
nd%20student%20loyalty%20in%20Malaysian%20private%20education.pdf
SERVQUAL,
RATER
Adaptation and application of the SERVQUAL scale in
higher education
Service Quality, Satisfaction and Student Loyalty in
Malaysian Private Education
00011441
Service Marketing | 2024

5.

Literary Review
Models
discussed
Title of the Article
Author(s)
Year/Source
Quality gap of educational services in viewpoints of
students
Legčević, J.
2009, 2015, https://ijsses.tiu.edu.iq/wp-content/uploads/2020/02/vol-1-issue-3article7.pdf
The students’ viewpoint on the quality gap in
educational services.
Rahim Khanli, M.,
Daneshmandi, H. and
Choobineh, A.
2014, 2012,
https://www.researchgate.net/publication/235304417_Service_quality_in_the_l
anguage_training_market_in_China
GAPS
Mearuing service quality gap in higher education
using servqual model at Moshi University College of
co-operative and business studies (MUCCoBS):
Implications for improvement
Mwongoso, A., Kazungu,
I., Kiwia, R.
2015, 2017, https://www.simplesat.io/improving-customer-service/measuringcustomer-service-quality-rater-framework/
SERVQUAL,
GAPS
Quality gaps in higher education from the perspective
of students
Grudowski, P.,
Szczepanska, K.
2021, 2011,
https://www.sciencedirect.com/science/article/pii/S1877042811006434
SERVQUAL,
GAPS
00011441
Service Marketing | 2024
GAPS

6.

Analysis of chosen service product
Service type: mental stimulus processing, high contact (Li, Liu and Luk,
2017), education sector.
Core product: courses of general English and IELTS (Inter-nation.uz, 2023).
Overview
Supplementary products: textbooks, mobile app
Blended learning outcomes:
• Improved learner outcomes: increased vocabulary retention and speaking skills (Kamasak et al, 2020)
• Enhanced engagement and personalization - positive correlation between Duolingo and learning outcomes (Kamasak
et al, 2020)
• Greater flexibility and accessibility (Ahmad, 2021)
• Benefits for both teachers and students (Ahmad, 2021)

7.

8.

Geographic
Target
Audience
Demographic
Age
Students aged 5 to 18, covering primary, middle,
and high school levels.
Family Structure
Families with children who seek a high-quality
international education.
Income Level
Aimed at middle to high-income families
70% Tashkent residents
25% suburban
5% residents of other cities

9.

Behavioral
Target
Audience
Psychographic
Lifestyle
Parents valuing extracurricular activities, character
development, but also high quality education
Values and Beliefs
Families that value a globalized education, emphasizing
cultural diversity, open-mindedness, and a broader
worldview.
Social Class
Families seeking social mobility and investing in their
children's education for upward mobility.
Education Orientation
Parents who actively participate in their
children's academic journey
Decision-Making Process
Parents may be dissatisfied with the local
education system
Media Consumption
Utilizing online channels such as social media,
educational websites, and local forums to reach
parents who are tech-savvy and researchoriented in their decision-making.

10.

Customer decision
making process
Prepurchase stage
Three-Stage
Model of Service
Consumption
• Not educated teachers
• Probability of getting bad results from study
• Customer can be allocated in wrong group (where
students will be more educated than he/she)
• Rejection from groupmates (bullying)
Service expectations
Perceived risks
The problem of customer: Learning English
• High quality equipment and good interior
• Good friendly atmosphere
• Well eduqated, professional teachers
• High probability of getting good results (guarantee)
• Good speed of learning

11.

Actions against Perceived risks
and Reaching customer
expectations
Teachers info
Showing results and professionalism of teachers will
make it clear that there will be high educated teachers
Results info
Showing
results
of
customer’s good results
students
will
guarantee
the

12.

Actions against Perceived risks
and Reaching customer
expectations
Sunday events
Job fair events
Showing events in Internation shows
very friendly atmosphere
that they have
Career day
Traveling

13.

Actions against Perceived risks
and Reaching customer
expectations
Good design of the building will
reach
customers
expactations
regarding
• Good atmosphere
• High quality equipment

14.

Service encounter
stage
Well educated staff with high salary. They have bonuces, if they will work
better. Highly motivated and dedicated staff
Front
Good organized teaching (Oxford University Press).
Integration of technology. Bonuses for doing homework
and etc.
Service encounter range is High
Back
Proponents

15.

Post encounter
stage
Internation takes feedback from students and teachers
Help students to find a job
They invite special guests
Giving more than
expected
Mostly, students are satisfied with
Mostly, students are dissatisfied with
• Internation service
• Mobile app
• Teachers proffessionalism
• Connection with teachers out of class
• Teaching system
• Implementing offers, which they got
Survey reults
from students
Proponents

16.

Service Marketing | 2024
00011498
Service Blueprint

17.

Service Marketing | 2024
00011498
Key research findings
Our survey was completed by
114
2
1
students
managers
administrator

18.

Service Marketing | 2024
Key research findings
00011498
Demographic
Age
Gender
Student of Inter Nation
Reliability
Course schedules (avg rating=4.05)
48 (42,1 %)
48 (42,1 %)
35 (30,7 %)
61 (53,5 %)
33 (28,9 %
29 (25,4 %)
19 (16,7
%)
2 (1,8
%
14 (12,3
%
4 (3,5
%)
7 (6,1
%)
4
The course scheduleis easy to understand
16 (14
%)
3 (2,6 %)
2 (1,8
%)
3.9
The classes rarely get canceled
4 (3,5
%)
4.2
The teachers consistently arrive on time
for class

19.

Key research findings
Service Marketing | 2024
00011498
Reliability
Course materials (avg rating=4.1)
56 (49,1
%)
55 (48,2 %)
53 (46,5
%)
39 (34,2 %)
32 (28,1 %)
20 (17,5
%)
17 (14,9
%)
15 (13,2
%)
2 (1,8
%)
31 (27,2 %)
4.2
2 (1,8
%)
Accessibility of the course textbooks
3 (2,6
%)
4.1
6 (5,3
%)
The learning materials are aligned with the learning
objectives.
5 (4,4
%)
4
5 (4,4
%)
Using updated learning materials
Assessments and feedback (avg rating=4)
46 (40,4 %)
41 (36
%)
39 (34,2 %)
18 (15,8
%)
11 (9,6
%)
8 (7
%)
3 (2,6
%)
Timely assignment of grades
4
42 (36,8
%
43 (37,7
%)
14 (12,3
%)
5 (4,4
%)
Clear and useful feedback
12 (10,5
%)
3.9
5 (4,4
%)
7 (6,1
%)
46 (40,4
%)
4
Improving English thanks to feedback

20.

Key research
findings
Responsiveness (avg=3,8)
46 (40,4 %)
55 (48,2 %)
53 (46,5
%)
39 (34,2 %)
39 (34,2 %)
31 (27,2 %)
18 (15,8
%)
15 (13,2
%)
2 (1,8
%)
20 (17,5
%)
8 (7
%)
2 (1,8
%)
3,6
Teachers are easlity available outside of
class
3 (2,6
%)
3,6
Center effectively solves students
problems
Responsiveness of the teachers
(avg=3,65)
5 (4,4
%)
4
5 (4,4
%)
Center organize extra tutorials for students
Responsiveness of the center
(avg=3,88)
56 (49,1
%)
32 (28,1 %)
41 (36
%)
17 (14,9
%)
6 (5,3
%)
3 (2,6
%)
43 (37,7
%)
42 (36,8
%
14 (12,3
%)
3,7
Teacher are open of feedback and improvement
5 (4,4
%)
11 (9,6
%)
46 (40,4
%)
12 (10,5
%)
3,9
The center is open of feedback and improvement
5 (4,4
%)
7 (6,1
%)
4
The center effectively informs students about
important news/events

21.

Key research findings
Assurance
( Teacher Qualifications avg=4,1)
4.2
Teachers are demonstrably
qualified and experienced in
teaching English.
4
The teachers possess a strong
understanding of different English
language learning styles
4.2
The teachers are regularly trained
and updated on new teaching
methods and technologies
Assurance
( Center Operations avg=4,0)
4
4.2
The center has a professional The center maintains a safe and
and organized administrative
secure learning environment.
staff
The center clearly communicates its
policies and procedures for
enrollment, attendance, and
payments.
Assurance
( Technology avg=3,6)
3.5
The mobile app is reliable and
user-friendly.
3.7
3.6
Technical issues are
promptly addressed and
resolved with minimal
disruption
The technology
effectively supports
and enhances the
learning experience

22.

Key research findings
Empathy
Teacher interaction (avg rating=4)
53 (46,9 %)
53 (46,9 %)
46 (40,7%)
40 (35,4 %)
35 (31 %)
29 (25,7 %)
3.9
15 (13,3 %)
12 (10,6 %)
4
14 (12,4 %)
4.1
15 (13,3 %)
8 (7,1 %)
8 (7,1 %)
5 (4,4 %)
4(3.5%)
Creating a positive and encouraging
learning environment
2 (1,8 %)
Patient and understanding of students ‘
difficulties.
The value and respect the diverse
backgrounds, learning styles of students.
Student support (avg rating=3.9)
49 (43,4 %)
41 (36,3 %)
43 (38,1 %)
41 (36,3 %)
41 (36,3 %)
31 (27,4 %)
21 (18,6%)
17 (15 %)
4
5(4.4%)5 (4,4 %)
The staff is friendly
9 (8 %)
3.9
16 (14,2 %)
10 (8,8 %)
3.9
7 (6,2 %)
3 (2,7 %)
The opportunities for students to socialize
beside the classes
Promoting a sense of community

23.

Key research findings
Tangibles (Facilities avg rating = 4.1)
4.2
4.2
The classrooms are clean, wellmaintained, and comfortable. (4.2)
The learning materials are aligned with
the course syllabus and learning
objectives. (4.2)
4.0
Bathrooms/washrooms are clean and
well maintained. (4.0)
00011441
4.1
The materials are kept up-to-date and
relevant to current English usage. (4.1)
3.9
The locations of Internation branch offices
are convenient and easy to get to. (3.9)
4.2
The security system is available
and satisfactory in branches. (4.2)
4.2
There are discussion/learning areas, libraries
where students can hang out and conduct study
sessions outside classes. (4.2)

24.

Service Marketing | 2024
Key research findings
Manager
Service processes
• Listen to customer preferences, give optimum solution to
their problems and be patient
Recruitment, Selection, and Motivation
• Pay attention to professionalism and interpersonal
skills.
• Incentives and positive work
environment
00011498
Service Guarantees
• IELTS test photos and daily
testing
Balancing Demand and Capacity
• Adaptation during peak demand by providing online
lessons and expansion
Employee Training and Development
Loyalty Systems and Retention
• Implemented loyalty programs, for example free mock test
or free education for high IELTS score.
Complaint Handling and Recovery:
Problem
1
• Always trying to handle it and find
• Every month trainings focused on improving
interaction with the client
Technological Integration
• Latest CRM system
• Compliance withcompromise
international standards
Feedback Systems
• Every
month
feedback is collected from
Lars
Peeters
Management
students
and is| 2025
implementing
Future Outlook for Service Excellence
• Top English center, expansion

25.

Key research findings
Administrator
Service concept
Complaint Handling and Recovery:
• Teaching English to population across Uzbekistan and
help them to achieve their highest potential in education
• Always trying to handle it and find compromise on the
desk, if it is beyond their power, adress to manager
Availability of trainings
Role of contact employees in service delivery
• Marketing staff through advertising converting potential clients to come to
LC desks.
• Next step is allocation them to groups, based on level of knowledge and
preferences.
• Recruiting process is first type of training, where HR tests and
also teaches you
• Next stage is trainings with CEO, one week of trainings
(work with other administrators and learn)
• Training every month, with marketers and management sphere
coaches (events and brainstorms)
Main sources of stress with customer complaints
• Misbehave customers
• Rude applicants
• Different preferences of clients in teachers, groupmates
and timetable
Motivation and Rewards
• Motivation is teamwork as a family
• Modern design and atmosphere in the office
• Bonuses from each clients and fixed salaries are also
good payed

26.

Conclusion
Quantitative
Qualitative
The data showed that Inter Nation’s
The responses gave clear
weakness as a company its
understanding how the operation is
responsivness and also not providing
well-developed from administrative
support for students as well.
stuff till teachers, still some major
Responsivness: 3.8 on average
things are not covered like
Student support: 3.9 on average
collaboration with test - centres or
providing the professional help for
employees as well.

27.

Bibliography
Abari et al., (2011). Assessment of quality of education at a non-governmental university via the SERVQUAL model. Procedia - Social and Behavioral Sciences, 15, pp.2299–2304.
doi:https://doi.org/10.1016/j.sbspro.2011.04.097.
Available at https://www.sciencedirect.com/science/article/pii/S1877042811006434 . [Accessed 25 January, 2024].
Ahmad, J. (2021). Effectiveness of Blended Approach in Teaching and Learning of Language Skills in Saudi Context: A Case Study. English Language Teaching, 14(11), p.118.
doi:https://doi.org/10.5539/elt.v14n11p118.
Available at: https://files.eric.ed.gov/fulltext/EJ1318104.pdf . [Accessed 24 January, 2024].
Anwar, G. and Shukur, I. (2015). The Impact of Service Quality Dimensions on Students’ Satisfaction. [online] ijsses.tiu.edu.iq. Available at: https://ijsses.tiu.edu.iq/wp-content/uploads/2020/02/vol-1issue-3-article7.pdf [Accessed 25 January, 2024].
Cory (2017). Measuring customer service quality with the RATER framework. [online] Simplesat. Available at: https://www.simplesat.io/improving-customer-service/measuring-customer-service-qualityrater-framework/ [Accessed 4 Feb. 2024].
Freitas,
A.L.P.
and
Elias,
M.H.
(2021).
ASSESSING
SERVICE
QUALITY
IN
LANGUAGE
SCHOOLS:
A
MULTICRITERIA
APPROACH.
[online]
Researchgate.net.
Available
at:
https://www.researchgate.net/publication/355859700_ASSESSING_SERVICE_QUALITY_IN_LANGUAGE_SCHOOLS_A_MULTICRITERIA_APPROACH [Accessed 25 January, 2024].
Grudowski, P. and Szczepańska, K. (2021). Quality Gaps in Higher Education from the Perspective of Students. Foundations of Management, 13(1), pp.35–48. doi:https://doi.org/10.2478/fman-2021-0003.
Available at: https://www.econstor.eu/bitstream/10419/237022/1/1765850088.pdf [Accessed 25 January, 2024].
Inter-nation, 2023. Official website of Internation English School. Available at: https://inter-nation.uz/. [Accessed 25 January, 2024].
José
de
Oliveira,
O.
(2009).
Adaptation
and
application
of
the
SERVQUAL
scale
in
higher
education.
Researchgate.net.
https://www.researchgate.net/publication/225083410_Adaptation_and_application_of_the_SERVQUAL_scale_in_higher_education. [Accessed 25 January, 2024].
Available
at:

28.

inter_nation_english_school (2024). SUNDAY EVENTS & IELTS PRACTICUM. Instagram. Available from https://www.instagram.com/reel/C27ZbSBtJb8/?igsh=czUwN216dnJmNjEy [Accessed 9 February 2024].
inter_nation_english_school (2024). INTER NATION Tailandda, Krabi orolida. Instagram. Available from https://www.instagram.com/reel/C2UuiiqN7SW/?igsh=MTY3ZXpyYXQ4ajlkOQ== [Accessed 9 February 2024].
inter_nation_english_school (2024). O’zbekistonda eng katta CAREER DAY bo’lib o’tdi. Instagram. Available from https://www.instagram.com/reel/C2wt-SQNSSq/?igsh=czZ3OGlrcjFvNzJn [Accessed 9 February 2024].
inter_nation_english_school (2024). INTER NATION jamoasi Academic Supportlarni qidirmoqda!. Instagram. Available from https://www.instagram.com/reel/C24tg5YtdUh/?igsh=MXNnNmlqcmU5NDQ0Mw== [Accessed 9 February 2024].
Inter nation (no date). Nashi uchitelya. Inter-nation.uz. Available from https://inter-nation.uz/ [Accessed 9 February 2024].
Inter nation (no date). IELTS RESULTS. Inter-nation.uz. Available from https://inter-nation.uz/ [Accessed 9 February 2024].
Inter nation (no date). NASHI FILIALI. Inter-nation.uz. Available from https://inter-nation.uz/ [Accessed 9 February 2024].
Kamasak et al, (2020). The Effectiveness of Mobile-Assisted Language Learning (MALL): A Review of the Extant Literature. Researchgate.net. Available at: https://www.researchgate.net/publication/345729778_The_Effectiveness_of_MobileAssisted_Language_Learning_MALL_A_Review_of_the_Extant_Literature [Accessed 24 January, 2024].
Kim et al.(2017). A blueprinting approach to service innovation in private educational institutions. [online] Researchgate.net. Available at: https://www.researchgate.net/publication/314174777_A_blueprinting_approach_to_service_innovation_in_private_educational_institutions.
[Accessed 24 January, 2024].
Legčević, J. (2009). QUALITY GAP OF EDUCATIONAL SERVICES IN VIEWPOINTS OF STUDENTS. Available at: https://core.ac.uk/download/pdf/14419847.pdf [Accessed 25 January, 2024].
Li, E.L.-Y., Liu, B.S. and Luk, S.T.K. (2017). Customer Participation Behavior in High- Versus Low-Contact Services: The Multiple Roles of Customer Trust. [online] Researchgate.net. Available at: https://researchgate.net/publication/318433736_Customer_Participation_Behavior_in_High-
_Versus_Low-Contact_Services_The_Multiple_Roles_of_Customer_Trust [Accessed 25 January, 2024].
Mansori et al. (2014). Service Quality, Satisfaction and Student Loyalty in Malaysian Private Education. Asian Social Science, 10(7). doi:https://doi.org/10.5539/ass.v10n7p57. Available at:
http://eprints.intimal.edu.my/59/1/Service%20quality%2C%20satisfaction%20and%20student%20loyalty%20in%20Malaysian%20private%20education.pdf [Accessed 25 January, 2024].
Rahim Khanli, M., Daneshmandi, H. and Choobineh, A. (2014). The students’ viewpoint on the quality gap in educational services. Journal of advances in medical education & professionalism, 2(3), pp.114–9. Available at: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4235544/. [Accessed
25 January 2024].
Steigleder, S. & Soares, L.(2012). Using Service Blueprinting to See Higher Education from the Student’s Perspective. [online] Available at: https://www.americanprogress.org/article/using-service-blueprinting-to-see-higher-education-from-the-students-perspective/ [Accessed 25 January
2024].
Walley, K., Custance, P. and Zhang, R. (2012). Service quality in the language training market in China. [online] Researchgate.net. Available at: https://www.researchgate.net/publication/235304417_Service_quality_in_the_language_training_market_in_China [Accessed 25 Jan. 2024].

29.

Appendices
1.
Survey questions available at:
https://forms.gle/ezKMTmLQVa991Gts
2.
Interviews are available at:
https://drive.google.com/file/d/1FxYZpuhe8l5AAuZlhsY48AeM7FxL1o8p/view?usp=sharing
https://drive.google.com/file/d/1O6_5JIFiNmlXgm6DLR8LL_T0MWTqDPSI/view?usp=sharing
https://drive.google.com/file/d/1PVHaxyZXax41oJFs6W_wA04Dyz3GxjKy/view?usp=sharing
Questions are available at:
3.
4.
5.
https://docs.google.com/document/d/1-7ua8aM4LJ_-NZf6UbdGwrPc2lEk168A3Bn_gIJ4IHw/edit
https://docs.google.com/document/d/1Ff-MyOzZurdZHB8PJN6m6mS4RIxD_vswLZj5l-4E8ik/edit?usp=sharing
https://docs.google.com/document/d/1ty2R9LLKkZVwqMWPk5IQuHS3U8huJy10b-466dLPOHc/edit?usp=sharing
Reference list
Inter-nation.uz. (2022). Available from https://inter-nation.uz/ [Accessed 8 Feb. 2024].
References for images
www.instagram.com. (n.d.). Instagram. [online] Available from
https://www.instagram.com/reel/C24tg5YtdUh/?igsh=MXNnNmlqcmU5NDQ0Mw [Accessed 9 Feb. 2024].
www.instagram.com. (n.d.). Instagram. [online] Available from https://www.instagram.com/reel/C2wtSQNSSq/?igsh=czZ3OGlrcjFvNzJn [Accessed 10 Feb. 2024].
www.instagram.com. (n.d.). Instagram. [online] Available from
https://www.instagram.com/reel/C2UuiiqN7SW/?igsh=MTY3ZXpyYXQ4ajlkOQ [Accessed 10 Feb. 2024].
www.instagram.com. (n.d.). Instagram. [online] Available from
https://www.instagram.com/reel/C27ZbSBtJb8/?igsh=czUwN216dnJmNjEy [Accessed 10 Feb. 2024].