Innovation Services Marketing

Question: Discuss about theInnovationfor Services Marketing. Answer: Introduction According to Carbonell et al. (2012), customers evaluate the quality of service by comparing their needs and expectations with the particular service that is delivered to them. Restaurants as in service industry category have come up with a complex set of factors to increase customer satisfaction and fight effectively against the intense competitiveness. As commented by Prause and Thurner (2014), providing high quality services and coming up with plans to maintain customers satisfaction is important that leads to the success of a business. Service quality is made up of three dimensions, physical quality, corporate quality and interactive quality. In this respect, Loch and Kavadias (2008) revealed that when it comes to restaurant services, reliability can be regarded as the most important dimensions among a wide array of services. The targeted service should be more valued towards intangible nature of services and requires a close communication with the customers that results in bette r empathy as compared to others. Primary performance dimension of restaurant services are the technical dimensions that are available in the products offered by the particular sector. If the restaurant service is considered, it can be said that there has been major advancement in the use of technology (Loch and Kavadias 2008). Personalized food items like images on a cup of coffee or a cake are available in the recent time. On the other hand, pursuing actively on other performance dimensions to show that they care about their customers can be termed as secondary dimensions. Improving the quality of the food and coming up with better products to compete with the existing competitors in the market is the secondary dimensional performance of the restaurant service (Prause and Thurner 2014). Reading Coltro et al. (2014), it has been observed that very often customers request to make improvement in the primary and secondary performance dimensions. This requires professional involvement in innovations. There are great opportunities for the restaurant business to come up with innovative ideas and serve the customers rights. Latent dimension of performance offers an outstanding platform for a business to come up with certain strategies to fight against the competitors. One of the means of fulfilling the latent dimension criteria is to come up with certain approaches that would target the fringe users of the particular service sector (Loch and Kavadias 2008). Corporate sustainability is one of those tools used to target the fringe users of the particular service. It has to be said in this respect that lead users are those who feel an urgent need of innovation to meet their needs. Lead users often borrow the ideas of innovation from other markets and modify them for new uses. For instance, the customers might come up with certain innovative techniques and make changes in the food or other service provided by the restaurants (Coltro et al. 2014). However, the restaurants are supposed to understand those needs and come up with better plans to meet the demand of the customers. An example of sustainable innovative approach undertaken by a restaurant can be given that of McDonalds. It has been found that the organization focuses largely towards sustainability and low cost disruption. For instance, the restaurant chain uses eco friendly products for packaging purpose. In addition to this, their restaurants are equipped with sanitary fittings that use lesser quantity of water and thus promote sustainability. This is a unique example of innovation type because if its competitors are taken into consideration like Burger King or KFC, it can be said that these organizations do not come up with major innovative and sustainability plan towards the environment. When McDonalds expand their business in other countries, it understands the needs of the country and makes sustainable approach accordingly. Like, the organization has made considerable innovations in its food products in its operation in India (KFC 2016). Vegetable burgers are available for the people of Indi a as there is demand for vegetarian foods in this country. Keeping the same perspective in mind, it can be said that the organization has better opportunities to come up with better innovative techniques in case if it wants to expand in other regions as well. It is important to conduct a thorough market research of the particular region under operation and then coming up with better innovative plans to meet the demand of the consumers. Although the PVC cling Film has already created much innovation in the field of manufacturing the sheets and foil papers, it still has a large scope of innovation in the future. Accordingly, the organization may consider creating edible and highly water-soluble packages that can be used for the food as well as the non-food applications. It has been observed that the customers come with the requests of making water soluble sheets used for washing detergents. In fact, the wheat based gluten materials can be used for the same (Verhees and Verbong 2014). Again, the organization must engage in the R D activities, so as to create products that are highly recyclable. It has been observed that if one tries to recycle the food spoiled or wet food wraps or films, the products are subject to contamination, and consequently cannot be contaminated. Hence, the edible wrappers and the sustainable packages can help in the process. Besides, the PVC films are also often used for protecting meat produ cts or cooked food products, and hence the products contained in the packages, become susceptible to the contamination by the microorganisms. Although the PVC cling film products are made in a way, that they are resistant to oxygen or evaporation, the products must also be made resistant to the contamination of the microorganisms, parasites or any form of toxic substance. This will help in adding to the hygiene factor of the products (Hippel et al. 2012). Besides, it is equally a discreet idea to make the products in a way that they can be resistant to oil and fat as well. It is a well-known fact that these products are primarily used by the consumers for packing food stuffs, and hence this kind of resistance can help it gain a competitive advantage. Reference Style: Carbonell, P., Rodriguez-Escudero, A.I. and Pujari, D., 2012. Performance effects of involving lead users and close customers in new service development.Journal of Services Marketing,26(7), pp.497-509. Coltro, L., Pitta, J.B., da Costa, P.A., Perez, M..F., de Araujo, V.A. and Rodrigues, R., 2014. 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