Enhancing Multilingual Environment Services at the University of Derby: A Reflective Commentary and Marketing Analysis

Le Li, Noor Azlin Ismail, Choo Wei Chong, Jian Hua Zeng and Qing Qing Ma
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Le Li: The School of Economic and Management in Universiti Putra Malaysia, Malaysia. & Anhui Institute of Information Technology, The School of Management and Engineering, Wuhu, Anhui Province，24100, China.
Noor Azlin Ismail: The School of Economic and Management in Universiti Putra Malaysia, Malaysia.
Choo Wei Chong: The School of Economic and Management in Universiti Putra Malaysia, Malaysia.
Jian Hua Zeng: School of Chemistry and Life Science，Hubei University of Education，Wuhan 430205，China.
Qing Qing Ma: University of Nottingham Malaysia, Malaysia.

International Journal of Science and Business, 2024, vol. 32, issue 1, 122-135

Abstract: This research focuses on the implementation of Multilingual Environment services at the University of Derby, aimed at enhancing customer satisfaction and organizational development. The study encompasses a reflective commentary and marketing analysis, evaluating the features, servuction, services theatre, and promotion strategies of the new services. Through the application of Lovelock’s classification of services and the servuction Framework, the study analyzes the intangibility, inseparability, variability, perishability, and rental/access factors of the Multilingual Environment services. Anticipated potential problems are identified, and solutions are proposed to address staff emotional issues and ensure effective service delivery. Additionally, a comprehensive marketing mix strategy, including product, price, place, promotion, people, process, and physical evidence, is developed to promote the new services. Furthermore, a reflective commentary highlights the necessary skills and knowledge for effective management, emphasizing the importance of time management, communication, critical thinking, and problem-solving abilities. Overall, this research provides valuable insights into the implementation of Multilingual Environment services, offering recommendations for improvement and emphasizing the potential for enhancing customer satisfaction and organizational success at the University of Derby.

Keywords: Multilingual Environment; Service Implementation; Higher Education; Customer Satisfaction; Marketing Analysis; Service Quality; Organizational Development (search for similar items in EconPapers)
Date: 2024
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