Services Marketing Contents Characteristics of Service marketing 3 Service market 3 Service provided 3 USP of the service 3 Service as process 4 Service as system 5 Service management trinity model 5 Services marketing environment 6 PESTEL Analysis 6 Global trend 7 Impact of globalization 7 Future of Esquires Coffee House 7 Reference 7 Bibliography 8 Characteristics of Service marketing Service market Service can be described as a process, an act and also performance provided to the customers…
4). The organization, Esquires Coffee House, deals with coffee products and it is the only franchised coffee house in New Zealand with more than 40 stores (Esquires Coffee House, “About Us”). Service provided Service is an intangible offering to the customers with little or no transfer of physical products to the customers. Esquires Coffee House provides services to its customers by serving coffee made from 100% fair-trade organic beans (Esquires Coffee House, “About Us”). The company makes high quality coffee making it available across the globe with standardized service as well as in stylish and comfortable outlets attracting more customers. The symbol of the coffee house makes its intangible products tangible to the customers. USP of the service USP stands for Unique selling proposition and for Esquires Coffee House, USP lies on its coffee beans. The coffee beans are obtained from fair-trade organic coffee along with the latest technology used by the organization and every item is made out from topmost and fresh ingredients. As customers enjoy the coffee they can earn loyalty dollars and hence enjoy the reward by FairShare card adding to its USP (Esquires Coffee House-a, “FairShare”). ...
Coffee houses tend to follow the service process including people as its service which takes places directly with the customers. The service process in Esquire’s coffee houses is as follows Figure 1: Service Blueprint of Coffee shops Service as system Esquire’s coffee houses aims to deliver its customers with the best coffee beans available and it is done through effective operations of the beans. The selection of beans is important in the process of making coffee perfect. The operation teams make sure that the best and organic beans are used to make coffee. The marketing department has made use of all the promotional strategy to create and generate awareness among the customers. The customers in the coffee house are served within few minutes after place the order and it can be said that the delivery process is an advantage to the firm. Service management trinity model The service trinity model talks about the three functional areas, marketing, human resource and operations (Blythe & Zimmerman, p.158). Operations includes the people, the facilities such as the ambience of the coffee house in Esquire’s coffee houses and the equipment such as the latest technology that is being used by the coffee house to bring out the best quality coffee beans for the customers which is highly invisible to the customers. The operation service also includes marketing but it also highlights components such as advertisements, billing, sales and others that takes place in Esquire’s coffee houses to create awareness. The human resources should be able to recruit and train the people to fit them in the operations and marketing areas. Services marketing environment PESTEL Analysis Political: The political condition of New Zealand is at par with the ...
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