Report: Service Marketing

Table of Contents

1. Introduction of the company

2. Identifying set of sub-dimensions and their pertaining primary dimensions

3. Discussing the sub-dimensions and primary dimensions

4. Three Higher Order Constructs

5.  Strategic and Tactical Value of Management in the comprehensive hierarchical model

References

 

1. Introduction of the company

Being one of the major providers of telephone lines and exchange equipments since 2008, Chorus is largest Telecommunication Infrastructure Company in New Zealand. Chorus provides the Ultra-Fast Broadband services to the service providers in New Zealand. Chorus doesn’t sell their services directly to the consumers but provides the service to the service providers which in turn direct the services to the end customers. It owns most of the telephonic infrastructure in New Zealand and provides both high-speed copper and Fibre services throughout the country (Chorus, 2019). In 2011 Chorus demerged itself and became a separate legal entity and got listed in the New Zealand stock Exchange. 

In 2011 after demerging with Telecom, Chorus got access to most of the cabinets, copper lines, telephone exchanges, DSLAMs and some fibre back-haul. The service providers in New Zealand install their equipment at the exchange and then rent the cooper lines from Chorus (Doering, 2016). The selected long-term services for this assignment is “Business phone and broadband services over copper and Fibre” 

2. Identifying set of sub-dimensions and their pertaining primary dimensions

Sub-dimensions

Customers

Devices

Security

Staff

Entertainment

Services

Primary Dimensions

Interaction Quality

Physical Environment Quality

Outcome Quality

3. Discussing the sub-dimensions and primary dimensions

Set of sub-dimensions 

Customers: In this context the primary customers of chorus are the phone and broadband service providers like Vodafone, Orcon, and Slingshot. It provides both high and low traffic class ranging from 100Mbps to 1Gbps (Chorus, 2019). It allows the service providers to install their equipment at the exchange and provide high-quality services to the businesses. It aims at providing the customers with the facility of restoration on the same day thus allowing small business with the peace mind allowing faster service recovery, with 24*7 fault desk management. It also provides the customers with the facility of talking using VoIP using business software like VendHQ, Office365 etc.

Devices- Chorus supports various devices like copper lines, fibre lines, routers and various devices as well. They aim at providing high-speed copper services to all the businesses in New Zealand. Now households can use copper services and get to enjoy the benefit of high –speed broadband without any worry (Gholipour, 2017). They also provide Fibre devices thus providing ultra-high broadband speed to all small businesses in New Zealand. It also provides high quality routers thus enhancing the broadband speed and services and allocating equal amount of speed in all the devices connected. It also provides network-based cloud services to all the small-businesses thus helping them to carry out their business efficiently.

Security- Chorus is one of most reliable telecommunication infrastructure in New Zealand. It provides high-quality services and high security of data and information of the customers. They make sure that there is no breach of personal data and information. It’s of utmost importance to provide full security and high maintenance of data of all the users of the Chorus (Humphreys, 2019). It also provides cloud services thus helping business to upload their high data files without any distress. Businesses can easily carry out their businesses online without the need to worry about the security or any third party access.

Staffs- Chorus employs huge chain of staffs to carry forward their services efficiently and effectively. Starting from IT professionals to various engineers to installers Chorus has a huge staff list. The staffs of Chorus are highly qualified and are expertise in their following departments.  The staffs of Chorus make sure to carry out their services without any delay and make sure that they provide high-quality services to each and every user of Chorus (Chorus, 2019). The staffs of Chorus also include the service providers as well. Starting from the people working in the management department to the Finance department, everyone working under Chorus is considered as their staffs. There internal staffs are the various internal departments while the external staffs includes various service providers and the installers are many more (Jiang, 2017).

Entertainment-Chorus provides various entertainment services to customers. Starting from various television entertainment services, Chorus has a lot to offer to their customers. They aim at maintaining high-quality services to their customers by providing everything that the customers would love to enjoy along with the high-speed broadband services. Chorus makes sure that the customers enjoy high-quality speed with premium services thus making sure that the customers remain happy and entertained in all possible ways. 

Services- Chorus provides various services to their customers. Starting from high-speed copper services to the ultra-speed Fibre to cloud services, Chorus has a lot of services to offers to their customers. Now the users don’t have to worry about waiting for the services to be installed and don’t even have to worry about the speed and the quality of the broadband (Stajkovic, 2015). The cloud services provided by Chorus helps small businesses to store and transfer their heavy files without the need to worry about anything. Chorus provides same day restoration services along with 24*7 assist desk to assist the customers against any issues they are facing.

Primary dimensions

Interaction quality: This section includes various interaction quality of the Chorus including the customers, the employees, the service providers etc. Chorus aims at maintaining a good interactive quality with the various members of the organisation to maintain a good communication flow with various members (Lee, 2015). A good interaction among the various staffs ensures the smooth flow of communication and information which is highly effective for the smooth running of the organisation. Chorus makes sure that all the staffs and members communicate with each other and share their knowledge and information thus helping each other to achieve their goals. A good interaction quality is necessary for the long-term development and the success of the organisation. Chorus makes sure that the customers communicate their issues with the service providers which in turn will communicate the same to the main team that are responsible for delegating the services at various exchanges.  

Physical environment quality: This section includes the various devices and the entertainment services provided by Chorus to their customers. Starting from the various devices like the copper devices and fibre devices Chorus also offers many entertainment services to the customers (Jiang, 2017). Chorus aims at providing high speed copper services to the customers without the need to worry about the speed and the quality of the services. Chorus also aims at providing the high-speed fibre services to the customers without the need to worry about the speed and the services. In addition to the various devices Chorus also provides entertainment services to the customers as well. There are various packages that are being offered to customers depending on their needs and preferences. The services provided by Chorus are of high-quality and high-speed as well (Humphreys, 2019). Chorus also provides cloud services for business to store high data files without the need to worry about anything.

Outcome quality: This section includes the security services for maintaining the privacy of various high-security data. Chorus makes sure that the information of the users is kept in high confidence without any third-party access except the service providers. Businesses can store their high-security files and information without the need to worry about anything (Lee, 2015). The users of Chorus can use the broadband services easily and effectively and use it to carry their business online. Small businesses can carry out their transactions online with the help of broadband without any tension of breach of data. Data breach is of high importance when talking about internet services. Thousands of users interact and share their security information thrusting the broadband services they use. When it comes to security, Chorus makes sure that they provide their users high-quality services while maintaining the 100% privacy of their data. 

 

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 4. Three Higher Order Constructs

Satisfaction with the price- In this section the first order constructs taken into consideration is the price. Chorus makes sure that the services provided by the company is reasonable and within the reach of the customers as well. When there are many competitors available in the market the price at which the services are offered is of high importance (Stajkovic, 2015). Prices must be kept reasonable and the services should be quality services as well. If the prices are high and the quality of the products is not good then the users of the current services will switch to other services and it will further lead to the fall in sales. The prices should be fixed after an extensive market research and taking into consideration the same services provided by the competitors. High price will lead to customer dissatisfaction and will eventually lead to customers to switch to other telecommunication. The quality of the services should be equally improvised according to the rise in prices (Jiang, 2017). Users are willing to pay more when the quality of the services is good and better than the competitors available in the market. The customer satisfaction with the price is of high importance when running a business in competitive market.

Satisfaction with service quality- The next order construct taken into consideration is the satisfaction with the service provided to the users. Business is all about the services that are being provided to the customers. Customers are always looking forward towards receiving the best services from their service providers when they are paying the high price for their services (Stajkovic, 2015). Services provided by Chorus are of high speed and high quality with the equal distribution of services all throughout the country. They make sure that all the requirements of the users are taken into consideration and providing the best according to the needs and the requirements of the users. In a market where there is competition the company should make sure to that the services provided to the customers are of high-quality and of the within a reasonable price range. When the services are good the customers are willing to spend money for getting the best services available in the market (Lee, 2015). When taking into consideration the long-term survival of the business the service quality is of high importance for retaining the customers and for acquiring new customers. Chorus makes sure that they impart high quality services to their customers at an affordable price range.

Satisfaction with the personnel-The third order construct taken into consideration is the satisfaction with the personnel. Personnel management and satisfaction is of high importance when discussing about a company like the Chorus. When the personnel of an organisation is happy they tend to be more creative and more hard working thus helping the business to grow and development. Personnel management is a crucial factor taken into consideration for the smooth functioning of the organisation.  There are a lot of factors that ensure that the personnel working in the organisation are satisfied with the company they are working with (Doering, 2016). Dissatisfied personnel leads to unwillingness of the member to work together as a team and which in turn affects the working of the organisation. When the personnel are motivated and well acknowledged they become keener towards the achievement of the organisational goals and working together as a team.  To ensure the smooth sunning of the organisation the satisfaction of the personnel is of high importance. Satisfied personnel leads to high performance which in turn leads to better services which further leads to higher profits for the company (Chorus, 2019). Chorus makes sure that its personnel are satisfied and happy thus leading to quality services.

5.  Strategic and Tactical Value of Management in the comprehensive hierarchical model

Sub-dimension

Customers: It is the responsibility of the management in Chorus to make sure that the customers are satisfied and happy with the services being provided to them. When running a business the satisfaction of the customers is of utmost importance (Humphreys, 2019).

Devices:  The management of the Chorus organisation should make sure that the various devices that are being offered to the customers are of high-quality.

Security: The management aims at making sure that Chorus provides high security services thus preventing the breach of data and services and ensuring 100% privacy of confidential information of the customers (Gholipour, 2017).

Staffs:  The management of Chorus ensures that both the internal and the external staffs of the organisation are satisfied and are willing to work together towards the achievement of the organisational goals.

Entertainment: The management of Chorus makes sure that the entertainment services provided to the customers are high-quality and are available at reasonable price. The management of Chorus makes sure that the users get all the advantages that are being structured by the management towards the satisfaction of the users.

Services: The role of management is to make sure that the services that are being imparted to the users are of high-quality and fast (Howell, 2018). Chorus aims at providing high speed broadband services to the customers with the best package available in the market.

Primary Dimensions 

Interaction Quality: The management of Chorus makes sure that the interaction quality maintained in the organisation is efficient and smooth and easy flowing. The management makes sure that organisation has both way flow communication system thus providing a smooth flow of communications among the members of the organisation (Gholipour, 2017).

Physical Environment Quality: The role of the management is to make sure that the physical environment of Chorus are of top notch and are suitable according to the needs and requirements of the users (Doering, 2016). Management of Chorus makes make sure that the services being provided by Chorus are of high quality.

Outcome Quality: The management of Chorus makes sure that the security provided is of high quality without any breach of data and personal information. Chorus makes sure that all the details and the confidential information of the businesses are being kept with high security (Lee, 2015).

 

References

Chorus. (2019). THERE’S ROOM FOR EVERYONE’S GENIUS. Retrieved from www.chorus.co.nz: https://www.chorus.co.nz/

Doering, T. &. (2016). Forecasting and Performance: Conceptualizing Forecasting Management Competence as a Higher‐Order Construct. Retrieved from onlinelibrary.wiley.com: https://onlinelibrary.wiley.com/doi/abs/10.1111/jscm.12111

Gholipour, H. F. (2017). Sub-dimensions of consumer confidence and outgoing tourist expenditures. . Retrieved from www.tandfonline.com: https://www.tandfonline.com/doi/abs/10.1080/13032917.2018.1439075

Howell, R. (2018). The Relationship Between Team Role Sub-dimensions, Personality, and Team Effectiveness. Retrieved from stars.library.ucf.edu: https://stars.library.ucf.edu/etd/6003/

Humphreys, G. F. (2019). Overarching principles and dimensions of the functional organisation in the inferior parietal cortex. Retrieved from www.biorxiv.org: https://www.biorxiv.org/content/10.1101/654178v1.abstract

Jiang, K. P. (2017). ub-Dimensions of Destination Brand Love and Their Influences on Destination Brand Loyalty. Retrieved from scholarworks.umass.edu: https://scholarworks.umass.edu/ttra/2017/Academic_Papers_Visual/10/

Lee, C. H. (2015). Innovation, entrepreneurship, and restaurant performance. Retrieved from www.sciencedirect.com: https://www.sciencedirect.com/science/article/pii/S0261517715300169

Stajkovic, A. D. (2015). The role of trait core confidence higher-order construct in self-regulation of performance and attitudes: Evidence from four studies. Retrieved from www.sciencedirect.com: https://www.sciencedirect.com/science/article/pii/S0749597815000060

 

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