Service Marketing For Coffee Club

This assignment analyzes a bad experience at the Coffee Club and proposes a service recovery strategy with recommendations. The Coffee Club has a slow customer service, poor quality of food, and indifferent staff. The proposed restoration strategy includes educating the management, hiring skilled workforce, and regular evaluation of services.

Service Marketing For Coffee Club 0
Title: Service Marketing For Coffee Club
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Service Marketing For Coffee Club 1
Executive Summary
Service marketing is a process through which an organization creates its image in the market.
The service marketing is conducted through various methods and one of them is the customer
experience. The customer experience have to good and this can be attained by fulfilling the
customer expectations that are from an organization. The organization should always be on a
continuous improvement plan to enable that their services are always consistent and of high
quality. In this assignment, a bad experience at the Coffee Club has been analyzed and a service
recovery strategy has been proposed to the organization with many tactics and recommendations.

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Contents
Introduction......................................................................................................................................3
Analysis of the Situation..................................................................................................................4
Service Recovery Strategy & Recommendations............................................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
I enjoy going to different cafes as I am addicted to coffee and in love with the café
culture. There are many great coffee places in Brisbane with different themes. I have my share of
good and bad experiences with them. But the worst experience that I had was two weeks back at
the Coffee Club. This is the second time I was visiting this place. The first time my experience
over here was average and then I decided not to visit this place again as it was not that good. But,
I had a meeting with a friend who selected this place. This time the experience was terrible and
on certain levels horrifying. I visited the café during the morning time around 10:30 a.m. So, my
friend and I decided to go for a breakfast meal. We ordered the all-day breakfast that consisted of
baked tomatoes, served with bacon, toast, an egg cooked according to our preference, a glass of
juice and tea or coffee. The waiter said it would take eight minutes for our order, but it took
around twenty-five minutes. I would have ignored it if the café was crowded, but apart from our
table, only two other tables were occupied. So, the service at this café was very slow. When our
ordered arrived, I somehow did not like the way the food items looked at my plate, everything
was greasy with oil and water dripping on the entire plate. The tomatoes were supposed to be
baked, but they were pan-fried, I ordered a poached egg, which was well-done and with water
dripping from it, the bacon was burnt instead of being charred, the juice was not sifted and the
tea had a weird smell to it. My friend’s plate was having the same issue except he ordered a
medium fried egg, which was burnt from the base and the sunny side had undercooked egg
whites and yolks. I was flabbergasted. I called the waiter to make a complaint. When I complain
about the food he called the manager. When I tried explaining the issues to the manager, he did
not listen even for a minute and said that I must talk to the chef and he instantly vanished. My
friend and I sat there for fifteen minutes, but nobody turned up. After another ten minutes, the

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manager arrived and told us that the chef who cooked our breakfast has left and the manager left
without offering any apologies or replacement of our order. My friend and I were so irritated that
we left for another café nearby without paying.
Analysis of the Situation
Through this service failure experience, some of the issues with the café can be
prominently identified. The café has a slow customer service, the quality of food delivered is
below standard, and the café staff is indifferent towards customers and their issues. According to
service marketing GAP theory, the gap that has been identified in the coffee club incident is the
delivery gap. This highlights that the café has failed to provide good customer experience as the
manager, waiter and the chef does not care about the customers’ needs and desires (Akroush et
al., 2013). The quality of food that was served to us was very bad and showcased that it was
prepared by an amateur chef. The other issue with the Coffee Club is that the whole management
of this organization is working in an ad hoc manner due to the bad attitude that prevails in the
management from top to bottom. The management did not even care for once to provide a
replacement of dishes and furthermore, they did not even care to ask for the payment (Brewster,
2011).
The one complaint type that can be identified in this complete incident is the instrumental
complaint. I wanted to complain to the waiter so he could rectify the mistake that the café has
conducted. I addressed the complaint to the manager with the same objective as I wanted them to
improve. But the management displayed no interest in the entire situation. The main root cause
of this problem is the abrupt and indifferent behavior of the management towards the customers
(Clauzel and Riche, 2015). The management does not have knowledge about customer service,
customer experience and standard of service. The other root cause that has been identified is the

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ill-trained management from top to bottom. The manager of the café would be in his early
twenties and it seemed like he was unaware of many aspects related to the café and that’s why he
wanted the chef to address the issue (Chan, Hsiao and Lee, 2016).
This service quality of this incident has to be measured with the help of SERVQUAL
scale that will give a score to the five dimensions that are part of the SERVQUAL measuring
scale. The five dimensions of this scale are responsiveness, tangibles, reliability, assurance, and
empathy.
SERVQUAL SCORES TO COFFEE CLUB
Responsiveness 0
Tangibles 6
Reliability 1
Assurance 1
Empathy 0
Service Recovery Strategy & Recommendations
For selecting a service recovery strategy, it is very important to examine the various
processes that will enable better formulation of the service recovery program.
 Identification of Failure
The main objective for implicating a recovery program is to identify the failures
of the organization. The service failure is of four types, that includes service delivery
system failures, unprompted employee, customer requests and needs and the problematic
customers. For the organization Coffee Café, the main failure that occurred in the
organization is the service delivery system failure. This is due to the reason, as there was

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a huge gap between customer expectations and the customer experience (Dimitrovski and
Topalovic, 2013).
 Service Failure Attribution
The root cause of the incident is the bad attitude of the management towards the
customers and this is also due to the fact that the management is untrained and does not
possess the required knowledge about customer experience and customer expectations
(Ferreira, 2016). The process of service failure attribution-
 Locus (The person who is responsible for this incident)
In my opinion, on the complete incident, the main person responsible for
such a bad service experience is the management. The management is
dysfunctional and does not have the knowledge to identify and rectify their
mistakes (M. Dubas, 2017).
 Stability (Unstable or stable?)
If the Coffee Club, did not implement some changes in the organization
for improving their service quality, then the chance of such incident to occur
again is very high. But the situation can be controlled with effective measures.
 Controllability (Can’t or Can?)
The main problem with the organization is the lack of an effective
workforce that is well-trained and possess the knowledge for handling the
customers. The organization, thus, have to work on this aspect to control the
situation from expanding (Namkung and Jang, 2010).
 Selection of Recovery Strategy

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After analyzing the complete incident, the most appropriate strategy for the
organization Coffee Club is the recovery strategy of restoration. There is an urgent need
for the organization to work on their image that is deteriorating in the market and in the
opinion of the customers. The restoration strategy of recovery focus on controlling the
damage and saving the organization’s image. This strategy requires an overall
examination of the organization that includes analysis of all the management process,
distribution method, resource allocation, resource utilization and the root cause of all the
problems. The changes that will be suggested under this strategy have to be implemented
and require regular monitoring. The main focus on all these analysis will be the
organization’s objectives, high quality service, and customer experience (Silber et al.,
2009).
 Implementation, Evaluation & Recommendations
The organization Coffee Club has to implement some changes that have to be
regularly evaluated at equal intervals. The organization also requires some
recommendation that will further help the organization in high service delivery.
 Implementation
 The organization requires to educate the management about dealing and
handling the customers and the knowledge about customer experience.
This process of educating also requires proper training of the management,
they have to acquire skills of managing a café and also their individual
task (Wang, Deng and Ji, 2018).
 The Coffee Club is in an urgent need for some highly skilled workforce.
The organization has to hire a new manager, waiters, and chefs.

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 Evaluation
 The Coffee Club has to regularly evaluate their brand image in the market,
to evaluate the level of improvement the organization is making (Zhang,
Kim and Goodsir, 2018).
 The organization also should conduct regular surveys, involving the
customers to get a genuine feedback and suggestions.
 Recommendations
 It is very important for the organization to build strong bonds with their
customers. This can be done by knowing the needs and desires of the
customers. The organization has to know and understand the customer in
and out (Yang, 2012).
 The organization has to conduct a regular assessment of their services. It is
also very important for the organization to regularly perform an
assessment on the management and the employees.
Conclusion
The incident displayed a service failure in the organization Coffee Club. This is due to
the reason that bad quality service. In today’s competitive world, there is a huge competition in
every industry. The organization has to improve themselves to survive in the market. An
organization has an image in the market, whether good or bad, is due to the services they provide
to the customers. An organization that improves its mistake with time, gets more appreciation in
the market. The organization Coffee Club should implement the restoration strategy and along
with the various tactics and recommendations proposed in the report, for building a newer,
stronger and better image in the market.

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References
Akroush, M., Abu‐ElSamen, A., Samawi, G. and Odetallah, A. (2013). Internal marketing and
service quality in restaurants. Marketing Intelligence & Planning, 31(4), pp.304-336.
Brewster, Z. (2011). Racialized Customer Service in Restaurants: A Quantitative Assessment of
the Statistical Discrimination Explanatory Framework*. Sociological Inquiry, 82(1), pp.3-28.
Chan, G., Hsiao, A. and Lee, A. (2016). Exploration of Customer Compliant Behavior toward
Asain Full-Service Restaurants. International Journal of Marketing Studies, 8(2), p.46.
Clauzel, A. and Riche, C. (2015). Rencontre de service et role de la distance sociospatiale : le cas
des restaurants. Recherche et Applications en Marketing, 30(2), pp.4-29.
Dimitrovski, D. and Topalovic, S. (2013). Inquiry about key dimensions of service qualities and
guests satisfaction in restaurants. Marketing, 44(3), pp.221-230.
Ferreira, J. (2016). Café nation? Exploring the growth of the UK café industry. Area, 49(1),
pp.69-76.
M. Dubas, K. (2017). An exploratory analysis of quick service restaurants using tidyverse tools
in R. Innovative Marketing, 13(2), pp.23-40.
Namkung, Y. and Jang, S. (2010). Effects of perceived service fairness on emotions, and
behavioral intentions in restaurants. European Journal of Marketing, 44(9/10), pp.1233-1259.

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Silber, I., Israeli, A., Bustin, A. and Zvi, O. (2009). Recovery Strategies for Service Failures: The
Case of Restaurants. Journal of Hospitality Marketing & Management, 18(7), pp.730-740.
Wang, Y., Deng, Q. and Ji, S. (2018). Understanding Café Culture: Toward a Dynamic and
Holistic Research Framework. Journal of Global Marketing, 1(1), pp.1-12.
Yang, M. (2012). The Construction of IC Service and University Library’s Café. Advanced
Materials Research, 452-453(3), pp.872-875.
Zhang, M., Kim, P. and Goodsir, W. (2018). Effects of service experience attributes on customer
attitudes and behaviours: the case of New Zealand café industry. Journal of Hospitality
Marketing & Management, 1(1), pp.1-23.

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