This is clearly evident in the Tennents Lager, a beer brand in Scotland, wherein it had good market share with one out of four pints consumed, but it wasn't popular among younger population. The question why younger lots were not drinking the Tennents Lager was a critical incident and the challenge was to make them believe that it was their brand (Lieth Agency case study). Lieth Agency can identify the critical incidents in the similar manner by analyzing the product and its marketability as in the above mentioned case.
It is necessary to assess customer satisfaction as it is the best lead indicator of future loyalty as mentioned by Hill et al (2003:3). It is further stated that customer satisfaction will enable to know whether their expectations have been met, identify priorities for improvement for customer satisfaction and set goals for service improvement and monitor progress against a customer satisfaction index. Customer satisfaction is measure of how your organizations "total product" performs in relation to a set of customer requirements. (Hill et al, 2003:6). Similarly Vavra (1997:3) states that customer satisfaction measurement is formalized, objective tool for assessing how a business treats its clients and employees as well who testify that an organization is quality oriented. In regard to Leith Agency, the company can assess its customer satisfaction through product survey and its improvement index in terms of sales and its market share after the campaign. This will give an insight into the effect of advertising campaign on the particular product which will in turn help in assessing the customer satisfaction.
Merits of Servicescape Framework
The concept of a servicescape developed by Booms and Bitner emphasizes the impact of the physical environment in which a service process takes place (Ghanghas,M n.d) wherein it plays an important role, both negative and positive, in customer's impression formation (Lin, 2004:163-178). According to Lin (2004), servicescapes are an important tangible component of the service product that provide clues to customers and create an immediate perpetual image in customers' minds. At Leith Agency, customers can encounter interpersonal servicescape as the company has to provide few ideas and samples of the ad campaign, discuss the changes required and then strike a deal while completing talks in financial matters.
The framework plays important roles as package, wherein the customer is allowed to see a sample of their product or what they are going to get, so that client gets what he wants; facilitator, providing equal opportunities for both customers and service employees; socializer, providing cordial and friendly atmosphere to the customers in the office and differentiator, wherein the appearance and ambience of the workplace leaves an overall impression on the customers and provides pleasant atmosphere for its employees to work (Ghanghas, M, n.d).. The merits of servicescapes as mentioned above like package, facilitator, socialzer and differentiator will be helpful to the agency in developing a cordial atmosphere among its employees and making it stand apart from its competitors. Moreover, a difference in the type of working and ambience is itself a creative thinking which may entice the existing and future customers.
1. CALT Learning (2007)