Service Encounters - Akbars Restaurant in Birmingham - Coursework Example

Service Encounters Case An excellent face-to-face encounter the service encounter: 14 February Name of the firm: Akbar’s Restaurant in Birmingham 1) What circumstances led to the encounter? I noticed that I missed my friend so much, after she moved houses to a neighboring estate. I hardly saw her since then and I needed us to catch up on a friendly basis. I therefore wanted us to have dinner in Birmingham. Therefore, I booked in advance for the dinner at Akbar’s Restaurant so that we can dine together. a) What exactly happened during the encounter? The staff greeted us, one of them asked my name, and immediately he recalled my booking details and escorted us swiftly towards our table. Our table was well arranged. Our waiter was very professional and friendly, and he asked if we were comfortable with our table and chairs in that had get reserved for us. Without hesitation, he handed us water and the menu for the table. He then took our orders for drinks, and he promptly returned with them and asked us if we were ready to be served with the dishes that I had already ordered online. After a short while, he brought our dishes and he had extra vegetable Kathi Roll that was being offered for appetizer. I do not like them so I asked if I could have Chilli Paneer instead. The waiter told me that the appetizer was not on offer, but he will see what to do. In a short moment, the waiter returned with the Chilli Paneer and said that the management agreed to provide me the appetizer. He then checked if our dishes were according to what we ordered and that we had enough drinks. The waiter remained aware of our table despite how full the restaurant was and when we signaled for the bill, he came immediately. He came back with our bill handed it to me. After we had finished dining, we walked out, and the waiter kindly thanked us and welcomed us to return to the hotel another time. 2. How would you rate the satisfaction/dissatisfaction with the encounter? I would rate my satisfaction a five (extremely satisfied). a) Why have I given this score? It is due to various reasons during the outcomes. Together with my friend, we were an extremely satisfied encounter. First, there were no delays in services. Furthermore, all services providers that contributed to the services fulfilled their roles and relied on exceeded what I had expected. Given the prior experience of the brand, I met all the expectations that I had in mind since we entered the restaurant to the time we left. However, I had not expected to get the discount but, overall, it was a great experience. 3. Explanation and analysis of the encounter The key thing that made the face-to-face encounter successful was the ability of the employee to create a good environment and makes us feel that our personal needs were being met and heard. We felt that our wants were met wherever possible in the service provision chain. Even though, we did not meet the one responsible for the appetizers offer that gave me the appetizer that was not being offered, it gave us individual recognition sense and empathy from over visibility line. In addition, I experienced effective relationship marketing. Particularly, the interaction marketing was from the waiter that attended us on our table. Interaction marketing shows the value that can be added by individuals and is among the three categories that scholars Berry and Seltman define. Moreover, the ability to give personalization level that elevated the encounter of service to a bespoke experience. The restaurant showed the well-organized operations structure because it was operating to what seem to be a maximum capacity. The service personnel’s attentiveness and efficiency, both backstage and front proved that the customer’s number did not diminish their services. The service encounter benefitted the evidence of cross training to the waiter because all our services were attended and met by one waiter. It is among the measures that the restaurant management has successfully controlled to ensure service provision capacity to match the customers demand throughout the night. Control over customers is also part of the service environment. It is significant to the hotel due to strong theoretical element included. It is because every service encounter is performed on the same stage. The frontline employees also play a great responsibility for their immediate audience and the table they are serving. However, every other customer also creates great audience. Additionally, it is significant to maintain the restaurant’s great audience as personal customers tend to perceive as the services part and can improve or ruin the survive encounter. For instance, Akbar’s food was delicious though I would not have been fully satisfied if the encounter was accompanied with noise from neighboring table. Hence, the noise would have stopped us from clearly communicate with the waiter. Theatre usage as a service metaphor works well in the restaurant. For instance, the audience control is as a result of using the script and role theories along with role congruence, thus, managing their customer’s interactions and behaviors continuously. 4. How likely would I be to return to this specific firm and why? The rate of me going back to the restaurant is five (extreme likely).It is because the restaurant practices good customer relationship management. The restaurant gave me more reasons to go back after giving us the discounts off my bill. The waiters encounter also managed to build a loyalty foundation as the Wheel of Loyalty framework indicates it. Thus, through the good encounter experience they have gained my loyalty. Case 2: A bad face to face encounter Date of Service encounters: 7th January 2015 Name of the Firm: National Express 1. What circumstances led to the encounter? Together with My sister, we travel to Birmingham from London to go for a vacation. Therefore, I decided to book for ticket so that we can get seats and in a good position. My sister and like sitting in window position so that we can a good adventure and look at the city as we travel in good view. a) What exactly happened during the encounter? At the bus station, we met the employees at the counter and asked if the next bus we were to board had arrived. One of the employers told us to sit down for a minute and wait for a response. We sat for about twenty minutes, and no one came to tell us if the bus had arrived or not. After we had discovered that the bus was scheduled to leave in ten minutes time, I returned to the help desk enquiring about the bus. One of the officials told me the bus had arrived, and we should go get our seats. Boarding the bus, we found out that someone else took my seat. Therefore, we had to ask the one who was in charge and in a polite manner offered some other seats. After arguing for some time with the officials due to the misplacement of my seat, I gave up and took the other empty seat. Hence, as a result, I had a journey I had an unadventurous journey, and I did not sit close to my sister. 2. How would I rate the satisfaction/dissatisfaction with the encounter? I would rate my satisfaction 1 (not satisfied at all). a) Why have I given this score? Following the service encounter, I was completely dissatisfied, and I believed it was because of the unnecessary service failure that the employees could have avoided or recovered. The service failure’s causes can be attributed to service environment’s social dimension. I cannot agree with the service provider’s lack of awareness and empathy towards my needs. Thus, the encounter ended early because of the negative internal emotions I had towards the official’s behaviors. 3. Explanation and analysis of the encounter The key reason for which my interaction with the service providers did not turn out to be positive was because I felt like the officials did not consider my concerns. First, the officials were not very busy to settle the matter before it was late. For instance, if they had informed us that the bus had arrived earlier it could have been easier to solve the problem but they instead waited until the bus was about to leave. The employee failed to address the four of the key dimensions that enhance service quality: empathy, reliability, awareness, and responsiveness. A significant possible reason of this fatal failure could have been perspective difference. The quality of service is defined by various factors. It can get transcendent, user-based, and manufacturing-based, or value based. If I did not care what seat I wanted to sit, I would not have booked the seat. It relates to one of the key frameworks for analyzing the services, the 7Ps marketing services (Schneider, 2004). The first marketing mix 4P does include; product, price, promotion and place. The Ps for the extended services are the three additional elements of the physical environment, people, and process. People are the main factors that make services variable from situation to situation. Additionally to the perishability, variability, inseparability, and intangibility the lack of services ownership lead to the unsuitable encounter. Hence, it is why the human resource management along with staff training is very significant in achieving successful encounters. However, the cycle failure I encountered from the service provider suggests organization’s poor human resource management. In addition, Heskett & Halloweel (2010) describe how employee dissatisfaction could result in poor service quality and attitude. 4. How likely would I be to return to this specific firm and why? The rate of likeliness of returning to this firm is one (not likely at all) it is because I was very dissatisfied. I felt that the service encounter turned out negative due to the service providers. The overall service scape did not even meet my expectation, and the service provider did not make any effort to establish a relationship that can inspire customer’s loyalty. Thus, it is unlikely that I will return to the National Express. CASE 3: A Good Online Encounter Date of the service encounter: 8th February 2015 Name of the firm: ASOS (An online clothing shop) 1. What circumstances led to the encounter? Following my friend’s wedding, I was asked to wear a black pair of shoes. Then when I checked to my wardrobe, I had only one pair that looked old. Pressed by the demands of getting ready for the day, I therefore, I had to purchase a new pair via this website. What exactly happened during the encounter? Since I have been using the website for a while, immediately when I placed my order they informed me about the 20% discount off on delivery fees. I also had a notification about the products that were on offer and so I chose the shoes that were on discount to save some little amount. To my enlightenment, Prada, one of the best brands was on offer. It would definitely be my choice for this special occasion. They had already informed about the promotional offer through my email, so I had to take advantage following the need of purchasing a pair of shoe. My package was delivered after six working hours as they had promised, and the 20% loyalty discount was as planned. There was also an attached gift on offer, chocolate. The person that brought the package made sure that the shoes fit me well and that I was comfortable wearing them. He also inquired if I was happy with the shoes he brought to me. 2. How would you rate the satisfaction/dissatisfaction with the encounter? I rate my satisfaction level at five (extremely satisfied) a) Why have I given the score? It is because it was an immense positive online experience and being a good expel of a synthetic personalization situation as discussed by Berry & Seltman (2007). The term gets used to creating an individual service feeling for the customers. I graded the encounter five due to the personal feeling I had about the website that through financial incentive initiatives and email, it showed the care and knowledge of their customers. It is very rare for online encounters to convince someone that they are satisfied. The site has no issues or delays with delivery and stock of the goods. In addition, their products live up to how they are presented online. 3. Explanation and analysis of the encounter The clothing website gives a great example of online service measures that effectively achieve mass customization. First, it is seen how frequency programs enhance future loyalty. I got inspired to purchase my shoes through this site after getting recognition of every purchase I had had with them that far. Emailing me the promotional dates in advance also helped me to limit my time expenditures. It is a factor that is only limited to the online service encounters by their nature. However, ASOS trims the time required to spend in delivery of service process, thus giving them a competitive advantage. Even though, the “Flower of Service” model mostly is applied to face-to-face service encounters, I believe same factors are utilized by the site. The site has a reliable information process concerning their products, a secure payment and billing system and an easy order-taking system through which it can maintain and manage its customers. Another reason for a successful encounter is the company’s swift service distribution strategy. The distribution flow model, building on from “flower of service” concept, can get used to map the promotion and information, negotiation and service product flow distribution. Efficient and smooth service distribution is arguably more significant for the online service providers as most customers are more critical and expectant when it comes to electronic channels response rates. While, the scale of SERVQUAL, is always good service quality measure for the specifically electronic service referred to as E-S-QUAL (Parasuraman, Zeithan and Malhotra, 2005). Instead, it focuses on the four main dimensions of efficiency, service fulfillment, privacy, and system availability. These are the critical dimensions that ensure e-service quality and ASOS proved to be able to give all four fronts. Additionally, the firm clearly has a great database marketing system that track customer’s behavior and allow them to create accurate, customized appeals like emails. Customization is a very effective measure in the online services provision to develop the customer’s loyalty to provide strong competitive advantage. 4. How likely would I be to return to this specific firm and why? I would rate my likeliness to return to the firm as five (extreme likely). It is because of the good encounter I had with the online supplier. The recognition and rewards are the key things that motivate me in returning to shop at that site. The gifts show how the company can deliver the personalized services while remaining reliable and timely in their technical performance. Mostly with human element, removal one gets on the face to face encounters makes the customers feel detached from the online services. However, ASOS knows how to convince the customer and make them feel recognized. Case 4: A Bad Online Encounter Date of the service encounter: 23rd February 2015 Name of the firm: Amazon 1) What circumstances led to the encounter? I lost my earphones while at a family picnic. Music forms a dear part of my life, and I was finding myself bored most times since they went missing. I therefore needed a good brand to replace my previous piece. Having a passion for music, I wanted a brand, which would outperform my previous one in terms of sound quality. I eventually settled on the brand, Audio engine, which my cousin had suggested since she used the same brand and she reports that it is incredible. She even advised me to purchase it from Amazon. What exactly happened during the encounter? I browsed the Amazon website and found many sellers, which was an impressive thing for I was spoilt for choice. Going through the website, I easily found the section for the brand of audiovisual earphones. There was a wide array of earphones of this brand, with different specifications. All I wanted was quality music and something that provided protection to my ears. I found just the right choice with the features of noise cancelling and high sensitivity. The price was just as high as were the features. I continued to make my purchase, which got me parting with 45 pounds. I was pleased to know that the shipping would be free, so I finalized the purchase using my credit card. I left my address for purposes of shipment, and I was informed that it would take up to 2 hours for my vicinity. After four hours of waiting, I personally decided to follow up on the shipment of the item. I wrote an inquiry email to the customer care. About five minutes later I receive a reply, letting me know that the particular seller I purchased from no longer worked with Amazon. What followed was that I went for two weeks without the headphones I wanted so much, simply because I could not get back my money. The particular seller could not be reached in any way and I did not have enough money on my credit card to repurchase from another seller. It was frustrating that what was supposed to be a reliable sales platform ended up this way. How would I rate the satisfaction/dissatisfaction with the encounter? I would rate my satisfaction one (not satisfied at all). a) Why have I given this score? It is because I felt completely dissatisfied with the encounter of the services that were because of poor website update. The website information did not comply with that on the ground. If they were on track, they would be up-to date on the availability of their sellers. They would ensure that all the sellers were reliable for the sake of the company’s corporate image. Explanation and analysis of the encounter The main reason of negative interaction with the service providers was the fact that they still had information of absentee sellers active on their system. The update of information was poor. Worse was that I could not get back my money, despite the problem coming from their side. The company should have arranged for me to get back my money, which they would know how to retrieve from the previous seller. The customer care was not efficient enough. Even though there were no service failures in regards to the tangible encounter elements, the company failed to address the four other domains that contribute to service quality. Service quality includes responsiveness, awareness, reliability and empathy (Normann, 1991). From this encounter, it was undoubtable that the human resource management was poor. In relation Lovelock &Witz” (2010) SERVQUAL dimensions, the encounter displayed lack of empathy. The attribute shows up in the fact that I was punished for a mistake that was not mine, and my money kept on hold. Along with the lack of apology, when I reported the issue, the staff showed poor skills on consultation, which is useful in developing customer relationships. The consultation skills also improve the “Flower of Service” supplementary service. Finally, the company should bear the whole responsibility of customer protection. They should not let the customer be cautious of which of their sellers they purchase from, if they want a good corporate image. The people concept in the 7P’s of marketing mixes very significantly (Baines, Fill & Page, 2013). The people are the key cause of diverse services from experience to experience. Lack of services ownership is among the characteristics that result to negative service encounters. The outdated information showed poor management and incompetence in technology. Hence, it is vital that the staff be trained on proper handling of the customers, and stringent measures be taken for negligence. Human resource management also comes in to ensure supervision and monitoring by a higher authority, to avoid instances of negligence. How likely would I be to return to this specific firm and why? The rate of likeliness to return to the shop is two. It is because I still have a chance of going back to the shop. Not being up-to-date on their current employees was a grave mistake and unacceptable on professional grounds. However, the product range and the service scape met my technical expectations. The company’s poor effort towards the establishment of a good relationship with their customers would, however, dampen my spirit at purchasing from them again. Reference List ASOS. Discover Fashion Online. Retrieved from http://www.asos.com/?WT.ac=Mktp_grpnav Date of Access 6th March 2015. Baines, P, Fill, C, Page, K (2013). Marketing. 2nd ed. Oxford, UK: Oxford University Press.484. Berry, L. L, Seltman, K. D. (2007). Building a strong services brand: Lessons from MayoClinic. Business Horizons. (N/A), 199-209. Heskett, J, Halloweel, R. (2010). Case 10 Shouldice Hospital Limited (Abridged). In: Yagan, S, Svedsen, E, Heine, J, Jackson, S, Kashickey, K, Williams, K Services Marketing. 7th ed. New Jersey: Pearson Education, Inc, 529-539. Lovelock, C, Wirtz, J (2010). Services Marketing. 7th Ed. New Jersey: Pearson Education, Inc. 25-217. Love Restaurant. Retrieved from http://www.loves-restaurant.co.uk/ Date of access 6th March 6, 2015. Normann, R (1991). Service Management: Strategy and Leadership in Service Businesses. 2nd ed. Chichester, UK: John Wiley & Sons. 16-17. National Express. Retrieved from http://www.nationalexpress.com/home.aspx Date of access 6th March 6, 2015. Schneider, B. (2004). Welcome to the world of services management. Academy of Management Executive. 18 (2), 144-150. Samsung experience store. Retrieved from http://www.samsung.com/uk/retail/what_are_samsung_experience_stores.html Date of access 6th March 6, 2015. Read More