CONSUMERS PREFERRED SERVICES

Concept Paper

John Carl Calunsag

Eve Jianne Balleco
Angelie Rabena
Baby Jean Caidoc

Rina Xandria G. MIigalbin

Subject Teacher
 TABLE OF CONTENT

PRELIMINARY PAGE
Title Page
Table of Content

INTRODUCTION
Abstract
Background of the Study
Research Objective
REVIEW RELATED LITERATURE
METHODOLOGY
Plan
Calendar of Activities
Human Resources
Materials Needed
CONCLUSION
REFERENCES LIST
 Introduction

Abstract

Consumer services refers to the formulation, deformulation, technical consulting

and testing of most consumer products, such as food, herbs, beverages, vitamins,
pharmaceuticals, cosmetics, hair products, household cleaners, paints, plastics, metals,
waxes, coatings, minerals, ceramics, construction materials plus water, indoor air
quality testing, non-medical forensic testing and failure analysis.

Consumer service is an intangible product offered to households, not to

businesses. Service delivery involves service providers, e.g., company staff; equipment
such as vehicle equipment, cash registers, electronic devices; physical facilities such as
buildings; customer contacts; and individual service users.
Background of the Study

Throughout the years, Kidapawan City is slowly growing into one of the biggest

cities in North Cotabato. With a rapidly growing economy, numerous businesses are

starting to make its way in it. Amidst witnessing the city’s economic bloom, there are still

various goods and services that are not visible or offered yet. Vargo and Lusch (2004)

provided a more inclusive definition of service with the derived service perspective,

suggesting that all products and physical goods are valued for the inherent service they

provide and that the value derived from physical goods is really the service provided by

the goods not the good itself. They added, Services differ from product due to their

intangibility, heterogeneity, simultaneous production and consumption and perishability.

This resulted to concept called “opportunity cost” where opportunities are offered in the

society and returned its cost. Even though this is happening, the consumers of the city

are still looking for different services offered to satisfy their wants. These services are

what the consumers are waiting for to invest their services into the said locality.

Different establishments that offer different services are trying to make its way to

the city, like Gaisano’s Movie Theater, sports complex, gamification centers, etc… It is

viewed in a continuum because some may be very difficult to place in a distinction

category. It is important for service marketer to take step to reduce potential buyers’

perceived risk with service or goods high on the experience and credence qualities by

providing timely information and service scape elements especially in the delivery of

automobile repair service (Zeithaml et al., 2009). The said examples cited are some of
the businesses that are estimated to rise, and most likely it will boost the economic

growth of the locality within 5-10 years from now.

According to The Editors of Encyclopaedia Britannica, service industry, an

industry in that part of the economy that creates services rather than tangible objects.

Economists divide all economic activity into two broad categories, goods and services.

The purpose of the study is to know what the most preferred services in Kidapawan

City. This is conducted to determine what businesses or services the consumer wants in

the near-future.

Research Objectives

The main objective of the study is to find out the consumers’ preferred services in

Kidapawan City.

Specifically, it aims to determine:

 The most preferred services by consumers in Kidapawan City in the

next 5 to 10 years.

 The least preferred services by consumers in Kidapawan City in the

next 5 to 10 years
 REVIEW RELATED LITERATURE

Services

According to Business Dictionary, A service is a commercial enterprise that

provides work performed in an expert manner by an individual or team for the benefit of
its customers. The typical service business provides intangible products, such as
accounting, banking, consulting, cleaning, landscaping, education, insurance, treatment,
transportation services, and many more.
These services are offered to the general public for them to satisfy their
wants/needs. As an add on – the only way we can know “how” to service a guest is to
ask the right questions. It is also fundamentally imperative that a service “outside” the
request is rendered. If you give people more than what they came for, the will perceive
a higher level of friendliness and value. This does not need to be giving of a financial
nature – even just directions, recommendations or consumer advice will go a long way
towards furthering a positive impression. This comes from 15 years of high level service
(Jeremy, 2015).

Customer Demands

Customers are more demanding than ever. They have more power than they
used to. They are smarter and have higher expectations than ever before. According to
Hyken (2016), Customer demand used to be about meeting inventory and service
demands. Today, customer demand is about meeting and exceeding customers’
expectations, in other words, their demand for customer service and experience. You
must meet customers on their terms, when and where they want. All things being equal,
customer service will tip the scale in a competitive marketplace.
Furthermore Reichartz added, we are surrounded by products and services, but
which of those are the absolute essentials? The first ones that probably come to mind
are food, water, and heat, right? Even though these are the things we truly need to live,
we have so many more items in our lives. Demand forecasting is an essential activity in
sales and marketing. The demand forecasting has to be done so that the company does
not store huge inventories and at the same time, does not under utilise its operation
setup.

Economic Status

Kidapawan City was classified as a first class city per Department of Finance

Order No. 20-2005. In 2006, it yielded an income of Php268.94 million, of which 73.8

percent constituted the IRA. Of its Php314.22 million total expenditures for the year,

25.9 percent were expended on economic services. The City is considered as the

province’s industrial hub. It plays a pivotal role in the economic development of the

province and its adjacent areas. It is the commercial and trading hub of six neighbouring

municipalities. It lies at the heart of two large domestic markets: Davao City and

Cotabato City.
 METHODOLOGY

Plan

This study will use qualitative descriptive method. Its main affair to gather the
opinions of different consumers on their preferred services in Kidapawan City after 5 to
10 years. This study is designed to know what the consumers want to desire for
Kidapawan City.

Calendar of Activities
Movie Theater 12 Months
5-Star Hotel January- April
Home Based Message Services May- June
Home Cleaning Services July- September
Multi-purpose Sports Complex October-December
Home Schooling Services June-May

Human Resources

A service is any activity or benefit that one party can offer to another, which is
essentially intangible and does not result in the ownership of anything. Its production
may or may not be tied to a physical product. Services are economic activities that
create value and provide benefits for customers at specific times and places as a result
of bringing about a desired change in – or on behalf of – the recipient of the service.

Materials Needed
Email
Email is one of the most fundamental forms of customer service. It allows
customers to fully describe their problems, and it automatically records the conversation
into a resourceful thread.

Phone
When customers have problems that need to be answered immediately, phones
are the best medium to use. Phones connect customers directly to reps and create a
human interaction between the customer and the business.

Chat
Chat is one of the most flexible customer service channels. It can solve a high
volume of simple problems or provide detailed support for complex ones.

Social media
Social media is an excellent channel for mass communication, which is
particularly useful during a business crisis. When a crisis occurs, your customers'
product and service needs become the primary concern of your organization.

In Person
In-person customer service is great for businesses with strong service personnel.
Without dedicated employees, your customer service team won't be able to fulfill your
customers' product or service needs.
 Conclusion

Consumer services is important because they're on the front lines, representing

your brand, fixing problems, and building positive relationships. When customer service
is prioritized, companies enjoy a ton of benefits: more loyal customers, more positive
reviews, and more revenue. That's why focusing on customer service is so important.
So we looked at how consumers of all ages reach out business and how they want to
be contacted by these organization to make it easy for their customer to conduct
business, and an important part if achieving that is to allow consumer to interact in their
preferred channels.
 References List

Hyken (2016). Today's Customers Demand Customer Service On Their Terms.

Retrieved
from https://www.forbes.com/sites/shephyken/2016/11/12/todays-customers-
demand-customer-service-on-their-terms/#58dcaec5caa2

U.K. (2018). Definition of Service Quality. Retrieved from

https://www.ukessays.com/essays/marketing/definition-of-service-quality-

marketing-essay.php

Bhasin (2018). Types of Demand. Retrieved from https://www.marketing91.com/types-

of-demand-2/