Safe Hands Provides High Security Elder Care

SAFE HANDS ELDERS CARE CENTER
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University of Sri Jayewardenepura
Faculty of Management Studies & Commerce
Department of Marketing Management
Service Marketing
HIGH FLYERS

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01. EXECUTIVE SUMMARY
In Sri Lankan context, we are in easy position to recognize elder homes, orphanages and
day care centres for kids. But with new trends of real business world and the busy work
schedule of the executives, the existence of care centres for adults are very crucial and
significant.
Further, the senior population has increased in the last twenty years and seniors are living
longer than ever before.
With the solution for the above mentioned issue, our team, High Flyers, strived to
redesign the existing day care concept towards adult based upon our newly acquired
services marketing expertise for giving voice to the needs of older people.
"Safe Hands Elder Care Centre" is a facility where frail seniors and disabled
adults can arrive during the day if they cannot, or do not wish to, be home alone.
We provide supervision, social and recreational activities, personal care, lunch
and snacks, reading facilities, meditation facilities, leisure facilities, ayurvedic
treatment and often medical care and health monitoring from a nurse on the
premises. Most adult people need some supervision or medical services and are
able to travel to the center during the day. The center gives family members who
care for them a chance to continue working at their jobs or have some respite
during the day.
A trained group of employees of our centre serves people who need supervision and
performs activities to reduce social isolation along with providing nursing, personal care
and other medical services.
Our major centre is located in Colombo 7 to the high income level executives who
deal busy work schedules in their official life. In addition to that, a few of the
proposed branches are being established around Colombo such as Nugegoda,
Dehiwala and outside Colombo such as Kandy, Gampaha and Negombo. Different
package systems will be benefited to different kind of clients under the same
target market.

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Not surprisingly, we believe a supportive community environment is essential for adults
in the society. We practice following core values;
Adults are recognized as a valuable asset.
Adults have the opportunity to contribute and expand their talents and knowledge.
Adults strengthen our community and benefit personally by their involvement.
Adults have access to a full spectrum of services, including social, emotional,
educational and recreational opportunities appropriate to their unique needs and
interests.
Adults are treated respectfully and with dignity.
Adults of all economic circumstances are served.
While this is an assignment for us, this would really be helpful to conduct this service for
adults.

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02. Segmentation
Market segmentation is a marketing strategy that involves dividing a broad target market
into subsets of consumers who have common needs (and/or common desires) as well as
common applications for the relevant goods and services. Depending on the specific
characteristics of the product, these subsets may be divided by criteria such as age and
gender, or other distinctions, such as location or income. Marketing campaigns can then
be designed and implemented to target these specific customer segments, addressing
needs or desires that are believed to be common in this segment, using media that is used
by the market segment.
Geographic segmentation
The market is segmented according to geographic criteria—nations, states, regions,
countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines
demographic data with geographic data to create a more accurate profile.
With respect to region in our case, in urban regions like Colombo, Majority of
people work at executive levels while their work places are located in urban areas
with comparison to the rural people. Therefore it is easier to establish a place to
protect elders and make many profits with providing more facilities.
Psychographic segmentation
Psychographics is the science of using psychology and demographics to better understand
consumers. Psychographic segmentation: consumers are divided according to their
lifestyle, personality, values and social class. Consumers within the same demographic
group can exhibit very different psychographic profiles. Consumers who belong to the
upper crust of the society prefer products that spell luxury and which upholds their class,
status, social standing etc.
With respect to our case, upper class executives would not prefer to keep their
parents in elder’s homes or orphanages at law circumstances. They believe that if
it is that, it would be a damage or badly effect to their social class, life style,
personality and status. As a result of it, they bother to keep their parents with
higher facilities and safety under any kind of amount.

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Behavioral segmentation
In behavioral segmentation, consumers are divided into groups according to their
knowledge of, attitude towards, use of or response to a product. It is actually based on the
behavior of the consumer.
With respect to our case, different level of executive people possess different
attitudes, thought and knowledge towards elder care services. We provide them
relatively different customized services for them in accordance with the behavior
of consumer.
Occasions
Segmentation according to occasions is based on the arising of special need and desires in
consumers at various occasions. For example, for products that will be used in relation
with a certain holiday. Products such as Christmas decorations or Diwali lamps are
marketed almost exclusively in the time leading up to the related event, and will not
generally be available all year round. Another type of occasional market segments are
people preparing for their wedding or a funeral, occasions that only occurs a few times in
a person’s lifetime but happens so often in a large population that it can be considered a
market segment.
In our service we, Safe Hands Elder Care Centre, identify different occasions
participated by executives such as business seminars, training programmes, annual
trips, official tours etc.

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03. Target Marketing
Targeting is the second stage of the Segment, Target, and Position (STP) process. After
the market has been separated into its segments, the marketer will select a segment or
series of segments and 'target' it/them. Resources and effort will be targeted at the
segment.
The first is the single segment with a single product. In other word, the marketer targets a
single product offering at a single segment in a market with many segments.
Secondly the marketer could ignore the differences in the segments, and choose to aim a
single product at all segments i.e. the whole market. This is typical in 'mass marketing' or
where differentiation is less important than cost.
Finally there is a multi-segment approach. Here a marketer will target a variety of
different segments with a series of differentiated products.

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Upper class
Middle Class
Lower class
In our safe hands elder care service, we have targeted upper level executives segment to
provide our service. We have decided to one product one segment strategy to cater for
upper class people needs.
We care elders providing different services such as supervision, social and recreational
activities, personal care, lunch and snacks, reading facilities, meditation facilities, leisure
facilities, Ayurvedic treatment and often medical care and health monitoring from a nurse
on the premises.
As we provide above mentioned essential services for elders, we are in position to grab
upper class executives in formidable fashion.

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04. Positioning
In marketing, positioning is the process by which marketers try to create an image or
identity in the minds of their target market for its product, brand, or organization.
A company, a product or a brand must have positioning concept in order to survive in the
competitive marketplace. Many individuals confuse a core idea concept with a
positioning concept. A Core Idea Concept simply describes the product or service. Its
purpose is merely to determine whether the idea has any interest to the end buyer. In
contrast, a Positioning Concept attempts to sell the benefits of the product or service to a
potential buyer.
For Safe hands elder care service, we have decided to position our service based
on high security and high comfort towards adults. We have targeted the upper
class people in the society. Most of the persons who are in the upper class they are
expecting the secure and comfortable service. Upper class executives are always
willing to pay much amount for attaining high security and high comfort service.
Therefore we, Safe hands elder care centre, have to deeply position a sound image
in consumer mind that they always accomplish high security and high comfort
under the amount they are ready to pay for.
The positioning concepts focus on the rational or emotional benefits that buyer will
receive or feel by using the product/service.
The following benefits can be attracted to buyers under the concept of positioning.
Communicates consumer wants or satisfaction.
Communication of characteristic/benefit helps create separation.
Building trustworthiness towards safe hands.

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The following benefits can be achieved to Safe hands elder care under the concept of
positioning.
Communication of characteristic/benefit helps create separations from other
services such as elder homes, orphanages etc.
Appeals directly to a fundamental, broad-based consumer want – saving money.
Strong association with individual or group.
Creates immediate distinction and uniqueness.
Association with positive attributes or feelings.
Generate robust, strong awareness.
A successful positioning concept must be developed and qualified before a "positioning
statement" can be created. The positioning concept is shared with the target audience for
feedback and optimization; the Positioning Statement (as defined below) is a business
person's articulation of the target audience qualified idea that would be used to develop a
creative brief for an agency to develop advertising or a communications strategy.
Differentiation
Differentiation in the context of business is what a company can hang its hat on that no
other business can. For example, for some companies this is being the least expensive.
Other companies credit themselves with being the first or the fastest. Whatever it is a
business can use to stand out from the rest is called differentiation. Differentiation in
today’s over-crowded marketplace is a business imperative, not only in terms of a
company’s success, but also for its continuing survival.
In Sri Lankan context, we are in easy position to recognize elder homes,
orphanages and day care centers for kids. But for the service, we provide is not
available in Sri Lanka. Therefore no competitors for us in the market. It easily
helps us to differentiate our service from the existed related services.

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How does Safe Hands Elder Care Centre differentiate from the related services provided
by others?
 Services are provided for short time periods in accordance with customized way.
 Unique and high quality facilities such as;
 Newly designed buildings with modern technology.
 Comfortable rooms with A/C and Non A/C.
 Customized healthy foods and beverages.
 Ayurvedic treatment.
 Calm environment and religious activities.
 Leisure activities. (Gymnasium, swimming pool etc.)
 Meditation facilities.
 Safety, personal care and close supervision.
 Affordable prices for high level executives.

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05. Marketing Mix Strategies of Safe Hands
Marketing strategy is a process that can allow an organization to concentrate its resources
on the optimal opportunities with the goals of increasing sales and achieving a sustainable
competitive advantage. Marketing strategy includes all basic and long-term activities in
the field of marketing that deal with the analysis of the strategic initial situation of a
company and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives.
In order to success elder care service in our target market, we have decided following
strategies based on the 8Ps of service.
Product
Product strategy identifies, in broad terms, how you plan to sell your products to your
market place. It documents how the people in our market place. It documents how your
business positions its products and services and it contains your strategies for selling.
So we have decided to include some specific features to our elder care service as a
product strategy. So, with the elder care service there are different packages with the
needs of different customers, different kind of facilities are offered to our target market.
We provide supervision, social and recreational activities, personal care, lunch and
snacks, reading facilities, meditation facilities, leisure facilities, ayurvedic treatment and
often medical care and health monitoring from a nurse on the premises.
Price
Pricing is the process of determining what a company will receive in exchange for its
products. Pricing factors are manufacturing cost, market place, competition, market
condition, and quality of product
We have decided a high pricing strategy to capture the upper class market segment.
because it is required to give a high quality feeling with the high price of elder care
service. Further high income earning executives are in a position to pay high amount as
they highly concern on their social class and status. As a new product which is going to
be introduced, we are trying to use market skimming pricing strategy.

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We offer promotional pricing strategy such as special prices and discounts to our target
customers. So, we have decided following prices for different elder care packages
 Registration fee = Rs.3000
 One day package =Rs.3000
 Two day package =Rs.5000
 Three or more day package =Rs.5000 + (2500* No of days)
 Specially created services such as Ayurvedic service, gymnasium service, A/C
rooms are added additional 1000 rupees per day.
Place
Where business sells its products or services and how it gets those products or services to
our customers.
Our major centre is located in Colombo 7 to the high income level executives who
deal busy work schedules in their official life. In addition to that, a few of the
proposed branches are being established around Colombo such as Nugegoda,
Dehiwala and outside Colombo such as Kandy, Gampaha and Negombo.
The main reason to locate our business places in these areas, because most of the upper
class people are living in these areas and also most of the work places are located in such
areas. So, our strategy is to improve the accessibility of our target customers & improve
the availability of other services which are relevant to elder care center such as hospital
facilities.
Promotion
The specific blend of advertising sales promotion, public relations, personal selling and
direct marketing tools that the company uses to persuasively communicate customer
value and build customer relationship. It is simply the specification of five promotional
mix or promotional plan. A promotional mix specifies how much attention to pay to each
of the five subcategories, and how much money to budget for each.

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A promotional plan can have a wide range of objectives, including sales increases, new
product acceptance, creation of brand equity, positioning, competitive retaliations, or
creation of a corporate image. Fundamentally, however there are three basic objectives of
promotion. These are
1. To present information to consumers as well as others.
2. To increase demand.
3. To differentiate a product.
For the purpose of promoting the safe hands care service we are going to use advertising
& direct marketing.
 As advertising strategies, we have decided to use TV advertisements (Hiru TV,
Sirasa TV& MTV) while news bulletin is telecast. Also we have decided to put
advertisements in the business magazines such as Aratuwa, Mirror, LMD, and
Business Today.
 As direct marketing strategies, we have decided to use online advertisements
such as web sites (www.safehands .com), social networks (Twitter, my space).
Process
Sequence of interdependent and linked procedures which, at every stage, consume one or
more resources (employee time, energy, machines, money) to convert inputs (data,
material, parts, etc.) into outputs. These outputs then serve as inputs for the next stage
until a known goal or end result is reached.
When considering about safe hand alder care service, we have decided to provide
efficient quality service for our customers as our processing strategy. Because
most of the upper level persons are very busy persons. So they will not be able to
waste long time period to drop their elders in to the elder care center. So, with this
strategy, we hope to capture majority of demand from our target segment of upper
class people.

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People
People are the most important element of any service or experience. Services tend to be
produced and consumed at the same moment, and aspects of the customer experience are
altered to meet the individual needs of the person consuming it. Most of us can think of a
situation where the personal service offered by individuals has made or tainted a tour,
vacation or restaurant meal. Remember, people buy from people that they like, so the
attitude, skills and appearance of all staff need to be first class. People have an important
role in service delivery, they are relied upon to deliver and maintain transactional
marketing and people play an important part in the customer relationship.
So, as a marketing strategy for our Safe hands elder care service we decided to
recruit most suitable and qualified persons for our organization. So, we allocated
lots of funds to recruit most suitable persons from the labour market. Also our
plan is to develop a good training program to improve the performance of the
employees which we are going to recruit. Because our customers will expect calm
and peaceful service from our employees. So, with the proper training program for
our employees it will help to provide better service and ultimately it will result to
increase the satisfaction and loyalty of our customers.
Physical Evidence
Services as we know are largely intangible when marketing. However customers tend to
rely on physical cues to help them evaluate the product before they buy it. Therefore
marketers develop what we call physical evidence to replace these physical cues in a
service. The role of the marketer is to design and implement such tangible evidence.
Physical evidence is the material part of a service. In our redesigned service, the
following physical evidences can be identified;
 In the case of developing strategy on physical evidences we decided to build an
attractive building for our Safe hands elder care center. Also we have proposed to
develop the calm and peaceful environment within our safe hands care center.

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 The design of the building itself, signage around the building, and parking at the
building, how the building is landscaped and the environment that surrounds the
building.
 The interior of the service environment which how well it is equipped, internal
signage, how well the internal environment is laid out, and aspects such as
temperature and air conditioning.
 Packaging.
 Internet/web pages.
 Paperwork.
 Brochures.
 Furnishings.
 Uniforms and employee dress.
 Loyalty card.
Productivity
In what is your offering a good deal for the customer? This is less about you as a business
improving your own productivity for cost management, and more about how your
company passes this onto its customers. Remember that this always needs to be tied with
quality; you supply the best, and use the best products, procured fairly at the lowest cost.
In our service, we offer our customers high quality service without being wasting
time. Here especially we would make sure that the sons and daughters of the
adults are delivered a productive service.

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06. Nature of service environment
The nature of the service environment is highly affect to success of service sector
business .The physical service environment that customers experience is the end point of
the service delivery system captured in the place and time elements of the 8Ps. In high
contact services, it will result to improve the customer satisfaction with the good service
environment of the business. So, service environment communicate and determine the
positioning of the service, shape employees as well as customer productivity, guide
customer through the delivery system and may represent a core components of a firm’s
search for competitive advantage.
The Russell model of affect
As shown above emotional responses to environments can be described along two main
dimensions Pleasure and Arousal. Pleasure is direct, subjective response to the
environment, depending on how much the individual likes or dislikes it. Arousal refers to
how stimulated the individual feels, ranging from deep sleep to the highest level of
adrenaline in the blood stream.

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In the case of Safe hands elder care service we decided to build contentment (relaxing)
environment within the organization. So it will help to attract and increase the satisfaction
of our customers with the pleasant environment. Because consumers of our safe hand care
center are in the elder hood. So they are expecting peaceful environment also the sons or
daughters of the elders are willing to stay their parents in a secure environment. So, it is
essential to develop calm and peaceful environment in the environment.
Theimpactofambientconditions
Ambient conditions are those characteristics of the environment pertaining to our fine
senses. Even when not consciously noted, they may still effect people’s emotional well
being, perception and even attitudes and behaviors. Say
Music
People tend to adjust their pace, either voluntarily or involuntarily to match the music. A
survey conducted in a restaurant reveals higher sale while playing music in slow beat,
than fast beat.
So, we have organized some special music arrangements for our customers such as
classical music within the organization. It helps them to have sound mentality and
develop the elders’ physical health as well.
Scent
An ambient smell is one that pervades an environment may or may not be consciously
perceived and is not related to any particular product. In aroma therapy it is generally
accepted that scent have distinct characteristics and solicit certain emotional,
psychological and behavioral responses. Research has shown that scents can have
significant impact on customers’ response.
In the case of our organization we have planned to recruit separate group of employees
with the responsibility to clean the environment of the organization. It will result to
develop clear environment with the environment with good smells. So ultimately our
customer’s impression can be increased with the proper conditions in the organization.

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Colour
Colour is stimulating, calming, expressive, disturbing, impression, cultural, exuberant,
and symbolic. It pervades every aspect of our lives, shines the ordinary and gives beauty,
drama to everyday objects. Research in service environment has shown despite differing
colour preferences, people generally drawn to warm colour environment. Red though
belongs to warm category is perceived to be negative.
So, we have planned to develop a big building for our organization, in order to
give a cool feeling for the persons who are looking the organization we planned to
paint our building with cool colours such as Blue, violet and Green.
Signs, Symbols, and Artifacts
Many things in the service environment act as explicit or implicit signals to communicate
the firm’s image, help customers to find their way, and convey rules of behavior. In
particular the first time customers will automatically try to draw meaning from the signs
and artifacts and will try to draw clues to help them form expectations about the level and
type of service that is being offered.
The challenge for services cape designers is to use signs, symbols, and artifacts to
guide customers clearly through the process of service delivery.
For our organization we planned to build attractive logo for our organization. It
will help to give a good feeling about safe hands care service to our customers
In order to develop Safe hands care environment we have planned to develop following
things.
Newly developed attractive building
Different religious places for different religious customers
proposed Eco friendly environment in calm and peaceful manner
Medical centers for all the customers to provide treatments in special situations.
Facilities to enjoy the life of elders such as places to play (carom) & swimming
pools
Special body therapy treatments for elders.
Our strategy is to develop our organizational environment as a strategy to attract huge no
of customers for our Safe Hands Elders Care Center.

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07. Customer Involvement
Although the industries within each category may appear at sight to be very different,
analysis will show that they do, in fact, share important process related characteristics. As
a result, managers from different industries may obtain valued insight by studying another
industry within the same category and then create useful innovations for their own
organization. Four different types of processes often have distinctive implementations for
marketing, operations, and human resource strategies. Therefore understanding different
methods of customer involvement is real crucial and significant.
Four types of customer involvement
 People processing
 Possession processing
 Mental stimulus processing
 Information processing
As we, Safe Hand Elder Care, is offering service for elders, our customer involvement
as a process, lays under People processing
This is a service which directed at people’ bodies. Acquiring this service, a customer must
physically enter the service system. Because they are an integral part of the process and
cannot obtain the desired benefits by dealing at arm’s length with services suppliers.
If elder as a customer wants the benefits the people processing services have to offer he
must be prepared to cooperate actively with the service operation. Also non-financial
costs play a key role because services provider has to sacrifice a lot of time period
because elders are huge responsibility for the entity. Further employees of this entity have
to bear great mental and physical effort. In addition to that, customer should consume the
service when services provider produce it. Under these circumstances, employee should
deliver the service by thinking about adult’s characterized needs and convenience.

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It is more significant to offer kind hospitality and safe keeping for the adults in our firm
which lays under the theory of flower of services. Flower of services of Safe Hand Elder
Care Centre has been further analyzed later part of the report.
Behavior of other customers’ response affect to customer decision making process. So
employees have to provide a good service for building strong relationship with existing
customers and to acquire more potential customers.
Service Encounter
Service encounter is the period of time during which customer interacts directly with the
service organization. It is dyadic interaction between a customer and service provider.
Service encounter is crucial, because this is a service, spending with people. As a high
contact services, customer visits the service facilities in person and is actively involved
with the service organizations and its personal throughout service delivery. Hence
consumer satisfaction does not depend on what they provide, but how it is provided.
Quality customers receive in the service can be identified under two different way. They
are;
 Technical Quality-It is what customers receive during service, or what remains
when a service is over.
In our case, customer has a great and enjoyable time with proper health and
personal care with the service we provide.
 Functional Quality- How process is performed and its influence on overall
impression of quality.
We deliver various facilities of service to adults under well trained service staff so
that their impressions may lead toward the firm.
Functional quality is more important and predominant to Safe Hands Elder Care Centre
than that of technical quality.

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People Processing
Park the Car
Explain the requirements
needed for the certain time
Period
Registration and part
payment
Check-in
Comfortable accommodation
with special care and related
activities for short time
period
Settle the bill
Take the elder from the
center
Explain the different packages
provided
Customer information entered in
database and medical inquiry.
Carrying the elders with
luggage
Calm environment, Comfortable
room, Religious activities, Healthy
food & beverages, Leisure
activities, Medical test, Ayurvedic
service
Billing center /
post payment
Greetings

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08. Flower of service
Information
Customers often requires information about how to obtain and use a product or service. In
the case of our business we developed the following methods as our information services
to obtain service.
Web site
We have proposed to develop a web site with the name of www.safehands.com.
Email
Our email address is safehands@gmail.com. Our customers can request the procedures
that they can use to get the service from us via email.

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Business magazines
We proposed to put advertisement in the prestige business news papers such as LMD,
Vogue, Business today.
TV advertisements
Our target market is upper class customers so, they are very busy throughout the day
therefore we have planned to put our advertisements at the time of news is being
telecasted. (7.00 p.m -10.00p.m)
Order taking
Customers need to know what is available and may want to secure commitment to
delivery. The process should be fast smooth, polite and accurate.
In the case of our elder care service we proposed to use online reservation, check
in, Telephone reservation. In addition to above methods we are using manual
filling applications.
Billing
Bills should be clear accurate and intelligible.
We have developed a specific form bills which can be printed by using machines.
So we have proposed to develop software with the purpose of printing bills.
Payments
Customers may pay faster and more cheerfully, if you makes transactions simple and
convenient for them.
In order to provide quick transaction facilities we proposed to use online
payments, credit card payments and direct payments. t will help to improve the
customer satisfaction with quick billing facilities. our customers (persons who are
caring elders in their house) do not like to waste time because of their busy life.

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Consultation
Value can be added to goods and services by offering advice and consultation tailored to
each customer’s needs and situation.
So we have planned to use psychological counseling, meditation and developed mentality.
Hospitality
Customers who invest time and effort in visiting a business and using its services deserve
to be treated as welcome guests.
We planned to make customized healthy foods and beverages because some customers
may have some diseases. So with that we have to prepare some tailored foods to fulfill
needs of our each customer. Also we planned to prepare toilets with the different
requirements of our customers and maintain them in clear manner. Again we proposed to
supply personalized security service for our customers. because most of our customers are
expecting a service as in their houses. Also when entering new customers and existing
customers we planned to implement warmly welcome service for them. So it will help to
give first screen idea about service of our organization.
Safekeeping
Customers prefer not to worry about looking after the personal possessions that they bring
with them to a service site.
In order to develop good safe keeping service within our elder care service
organization, we proposed to recruit separate security persons for our
organization. Also we planned to give proper training program for the employees
who are caring elders in the organization with the purpose of improving the
service for elders in a secure manner.
Exceptions
Customers appreciate some flexibility when they make special requests and resolve
problems.
In order to develop good safe keeping service within our elder care service
organization, we are in position to offer advanced treatments through direct
contact with the help of banks and consultants. And further we provide specialized
services for adults and solve the issues they are encountered in being within the
premises.

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09. Service Recovery System
+ =
Why does customer complain?
When customer feels discrimination between expected and actual service they have
experienced. In our organization, we need complaints to increase the service quality by
overcoming failures.
Do the job
right the first
time
Effective complaint
handling
Increased satisfaction &
loyalty
Identify service
complaints
Resolve complaints
effectively
Learn from the recovery
experience
-Monitor complaints
-Maintain complain &
suggestion box
Online feedback – e-mail,
skype, twitter
-Evaluation forms
-Telephone hot line
-Develop effective
recovery system
-Training employees to
handle complaints
effectively
-Conduct root cause
analysis
-Parato analysis

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We are having several methods to identify and handle the customer complaints. They are;
 Customer hotline
 Feedback forms
 Suggestion box
 Online complaints (Web site and E-mail)
Service recovery
The existence of proper recovery system in the organization is really vital to encounter
customer complaints. It helps the firm to accomplish and build strong customer loyalty
and retention.
Here, one member has to be appointed to collect and sort client complaint which
navigates the administration to make possible actions to solve the particular customer
inconvenience.
We can categorize complaints as follows;
 Service quality improvements
 Pseudo complaints
 Unfair complaints
Then the firm is possible to call back the identified consumers to express thanks and
gratitude so that the administration is in a position to provide service quality in an
advanced way.

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10. Factors Influencing Customer Expectations of Service
The zone of tolerance is usually defined as the range of customer perceptions of a service
between desired and minimum acceptable standards. In essence it is the range of service
performance that a customer considers satisfactory. Performance below the zone is seen
as dissatisfying and performance above the zone is seen as delighting. The importance of
this zone of tolerance is that customers may accept variation within a range of
performance, and any increase or decrease in performance within this area will only have
a marginal effect on perceptions.
These are the examples under the adequate service level.
 Cool & calm environment
 Security place
 Accommodation & Healthy Foods
These are the service that comes under desired level.
 Ayuruvedic Spa
 Advance counseling
 Swimming pool & Gymnasium
Personal
Needs
Beliefs about
what is
possible
Perceived
Service
Alterations
Situational
Factors
Desired Service
Adequate service
Explicit &
Implicit service
promises
Word of Mouth
Past experience
Predicted
services

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11. Relationship marketing
It was first defined as a form of marketing developed from direct response marketing
campaigns which emphasizes customer retention and satisfaction, rather than a dominant
focus on sales transactions.
There are 4 main aspects that can be seen under relationship marketing. Such as,
,
• Understanding customer expectations.
• Building service partnerships.
• Empowering employees.
• Total quality management.
Understanding customer expectations
Companies must be able to identify what the customer want and market a product to them
that exceeds their expectation.
In our case, the safe hand elder care centre identified the hidden social problem in urban
society. And the customer preference towards this issue. Then create the new service
according to their perceptions also more than they expected (delightful).

29
Building service partnerships
Companies must work closely with their customers to add information and
services beyond their traditional products to increase the value of their offerings to
customers.
Basically this is not an traditional business. Also this is a kind of social service in one
aspect. Therefore our positioning strategies are differing from traditional business. We
must deal with our customers very friendly and trustfully and also highly respect for their
ideas and critics to enhance our service and to add more value to our customers.
Empowering employees
Companies must encourage and reward their salespeople for taking initiative and
using creativity in helping solve customer problems.
Normally, we trained and hired skill full labours and we must aware about their specific
qualities and abilities. Because of we deal with elders or old peoples. Therefore
employees must need some specific interpersonal skills rather than other businesses.
Total quality management
This is the process by which the company strives to improve customer satisfaction
through the continuous improvement of all its operation.
To do this safe hand elder care centre maintain good overall operational and planning
system. In additionally, company maintain effective recovery system, skill full employees
and special kind of managerial tools like ROOT CAUSE ANALYSIS, PARETO
ANALYSIS.

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ELEMENTS OF RELATIONSHIP MARKETING
Comparison between traditional marketing and relationship marketing
TRADITIONAL MARKETING
1. Transactional based
2. Aim to seek new customers
3. Focus on single save
4. Discontinuous customer contact
5. Importance of product benefits
6. Short time scale
7. Less emphasize on service
8. Quality is concern of production
9. Persuasive communication
RELATIONSHIP MARKETING
1. Focus on customer relations
2. Continuous customer contact
3. Important of customer benefits
4. Longer time scale
5. High customer service
6. Quality is concern of all
7. Regular communication
RELATIONSHIP
MARKETING
QUALITY
CUSTOMER
SERVICE
MARKETING

Safe Hands Provides High Security Elder Care

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