Using Ambidexterity to Achieve Service Excellence

Bachelor Thesis from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 EBS European Business School gGmbH language: English abstract: In conjunction with the advancing process of globalization the competitive environment continually intensifies (Meyer 2002 p. 3). The possibilities to minimize costs and to increase return on sales are mostly exhausted or require a high amount of effort to be realized (Kuhn & Hellingrath 2002 p. 1). Market saturation in industrial nations caused a swift from seller to buyer markets (Meyer 2002 p. 4) where the major challenge for service companies is based in the flexible and adaptable fulfillment of ascending demands and expectations of its customers (Gouthier 2006 p. 58; Grant 1996 p. 375). Delivering an outstanding and positively surprising service to the customer can lead to competitive advantages such as a higher willingness to pay as the study by Homburg Koschate and Hoyer (2005) indicates a higher loyalty if customers are very satisfied as the Satisfaction-Loyalty Link by Jones and Sasser (1995 p. 95) depicts or a increased intention to recommend the services or products of a several provider (Mittal & Kamakura 2001).Thus topics such as service excellence gain importance where companies appeal to continually improve and even perfect their service offer in order to achieve customer delight (Jonston 2004 p. 129). Famous examples of companies that continuously strive for service excellence are Singapore Airlines and the Ritz Carlton hotels (Johnston 2007 p. 23; Heracleous & Wirtz 2010).By watching classical advertisement in television or radio several companies claim to deliver excellent service to their clients although in practical business life they fail. In order to implement service excellence managers' major issue is the combination of the apparently opposing forces of effectiveness and efficiency of their service. The view to be able to com