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Marketing of Service - Essay Example

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Marketing of Service

In the food industry, customer satisfaction and loyalty are largely influenced by the frontline service providers. Therefore, the employees who come into first contact with customers in the Tony Roma hotel have been empowered with skills to handle multiple clients. The company has invested in professional recruiting and selection programs1. These investments are essential to the provision of world-class services at to the customers at the frontline. The company is intentional about providing quality services to both internal and external customers2. Tony Roma hotel is keen on conducting research with an aim to reinforce the brand image and facilitate marketing. The selection procedure of the frontline employees entails checking the emotional intelligence of the workers. Data mining has been an effective method of ensuring high class services are offered by the frontline employees3. Frontline services have to be scripted if professionalism is to be enforced. Studies show that the most effective organizations have structures of picking employees and a culture of excellence4. This includes the frontline services. Tony Roma has been careful to manage customer expectations. The company has used developed marketing communication to shape customer expectations. Training has significantly reduced the roles ambiguity and conflict that can affect the quality of services at the front office5. Transparency in communications has raised the morale of the frontline workers at the Tony Roma hotel. In the food industry, understanding cultural differences play a crucial role in attracting and retaining customers. The company offers training that significantly reduces ethnocentric attitudes among the workforce. The ethnic diversity among frontline employees is harnessed to become an advantage to the company. Tony Roma is heavily investing in service innovations that are unique and customer oriented. The services are aimed at giving the organization a competitive edge at the front office. In most companies, frontline employees have the least voice since they are viewed as mere front office attendants6. However, the strategic policy of Tony Roma appreciates the enormous influence of the FLEs to the mindset of the potential clients. This is the reasoning behind the empowered, competent and energized frontline employees in Tony Roma. SERVQUAL dimensions of Reliability, assurance, empathy and responsiveness The company wants the frontline office to create brand experiences and not mere services. Frontline employees are trained to engage customers in lively and professional dialogues. The frontline officers are dependable when it comes to strategic planning, liaising the necessary departments and the external environment. The employees are expected to be eloquent and courteous while dealing with clients. They are required to conduct follow up of the customer requests and services. The company emphasizes on soft skills and likable personality traits as opposed to experienced and hardened personalities7. According to the company’s management, frontline employees are the face of the hotel8. Therefore, frontline employees are supposed to have natural social skills and authenticity while dealing with customers9. The company insists that the facial expression of joy must be perceived to be authentic and ...Show more

Summary

Marketing of Service Name : Institution : In the modern evolving workplace, the frontline employees play a critical role in organizational, service delivery. Frontline employees need to feel good about their positions and capabilities. Frontline employees are can be said to be employees that develop products to the required organizational specifications, communicate directly to customers, and are viewed as the face of the company…
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