The lines of visibility refer to the management decision on what a customer should see and which waiters will be in contact with customers. The decision of the manager is to keep resources such as the chef out of sight so that the customer will believe that the staff are working hard. The internal interaction consists of the interaction between the marketing staff and the restaurant assistants, the relationship between the kitchen staff and the chef, the janitorial crew and the kitchen helpers.
The company recently retrained its staff to reduce flight delays and improve interaction with customers. The result was more passengers and the continued profitability of the company The five tangible cues or indicators of quality from the customer's perspective are these: a.) tangibles - which refers to the physical facilities, equipment and the appearance of personnel; b.) reliability -which refers to the ability to perform the promised service accurately; c.) assurance - which refers to the willingness to help the customers to provided excellent service; c.) responsiveness - which refers to the knowledge and courtesy of employees and their ability to inspire trust in the customer; and d.) empathy- which refers to the caring and individualized attention the restaurant p[provides to its customers. All the steps in the process are necessary to attain a high quality of service.
Standardization is possible and advisable throughout the process for as long as quality, reliability and responsiveness are observed by all the employees.
The potential fail points are located in the waiting time and the transaction time. Waiting time is incurred in the preparation of the menu and the drinks which may result in lower customer satisfaction. The possibilities to reduce the perceived time is by providing cable television for the customers to watch, magazines and newspapers in the area, offering of free drinks and engaging banter with the customer.
They could be designed out of the process, or what service recovery procedures could be introduced
The potential measures of performance are as follows: excellent technical quality, right image of the restaurant based on the promise of service provided by advertising and market communications and excellent functional quality. The technical quality knowledge giver is expected to know the offering in depth and detail so that information about its utility and application can be provided on demand. He or she must also be technically competent to deliver the service expected, adapting as needed to varied or changing customer need. The first service is provided by the chef and his kitchen staff. The second level of skill pertains to functional quality which is also known as customer relationship. Here it is often as simple as whether the service -giver treats the customer as a unique and important individual to be served. The waiters and service managers carry out the second type of service which consists of welcoming the customer, providing them the menu cards and collecting their bill. Service with a smile is easy to propose, difficult to impose. Smiling is
Those who provide genuine customer-centered service in the restaurant business are lavishly compensated for their willingness to serve. The convenience of restaurant may be a matter of layout, service provider skill, hours of availability or timeliness of service…
Service Marketing Name: Course: College: Tutor: Date: Introduction Service marketing is the marketing sub field that can be divided into two main fields of goods marketing and services marketing. The goods’ marketing area includes marketing of the fast moving goods of the consumers and durables.
The service buying process consists of the following steps: need identification, information search, evaluation of alternatives, buying decision, and the post-purchase evaluation. Human wants and needs are the driving forces that make people purchase any products or services.
The customers are likely to have positive service encounter with a company and its products if they are satisfied with it. In case the customers experience dissatisfaction, they are most likely to confront negative service encounter. The companies need to identify various gaps that hinder the customer satisfaction level.
The author states that the continued growth of non-profit and public sector marketing presents new and exciting challenges for marketing managers. While a product is tangible, a service is untouchable and not visible because it is not a physical material. A service is consumable and has to be experienced and cannot be owned.
It needs to be understood that customers have some pre-conceived notions and set beliefs pertaining to a product or service and a major or minor breakdown in those notions and beliefs create service failure. Service failures can be extremely costly for organizations as customers tend to switch to other organizations for better experiences and contentment in terms of services.
The paper will also identify the numerous stages in the services marketing process. It is evident from recent research that best practices in services marketing create a strong brand and eventually the brand develops the personality for the organization, service or product.
Effective services marketing are a complex undertaking activity, which involves various different strategies, tasks and skills. The study will deal with five personal encounters by the author of the study and its impact on his customer satisfaction. The author of the study will also highlight the experiences of the customer while purchasing different products and services.
As a part of the service it provides, it has a state of the art outpatient radiology imaging center and a highly skilled staff. This center meets the demanding requirements that are necessary to assist in the proper diagnosis of the medical conditions of the clients at THAMH.
From about this period it is widely accepted in the academic circles that at operational levels, in particular in organizations processing services, such as hotels, hospitals, beauticians, transportation, retail banking, the marketing of services is different and more widespread across institutionally than marketing of physical products.