MKTG30003 - Service And Relationship Marketing

SERVICE AND RELATIONSHIP MARKETING
Assignment Week
Name of Student
Name of Institute

2
DAVID JONES
Table of Contents
Introduction..............................................................................................................................3
Organizational Description.....................................................................................................4
Service Organization as Blue print.........................................................................................5
Service organization’s front stage and back stage function.................................................5
Moment of truth for Service organization.............................................................................6
Determinants of satisfaction/dissatisfaction (Gap Model)...................................................6
Service recovery strategies......................................................................................................7
Maturity Stages of Service recovery strategies:................................................................7
Conclusion.................................................................................................................................9
Reference.................................................................................................................................10

3
DAVID JONES
Introduction
Service is an intangible material which is offered by the organization which satisfies the need
of the customer. The aim of the organization should be to have a long-lasting relationship
with the customer in order to retain their customers to win their customer loyalty.
Service blueprint helps the organization to understand several operational issues that are
generally faced by the organization. It helps the organization to find the solution to all their
issues.
It would be correct to say that the concepts of service marketing enables the organizations to
have a good understanding about the customers and it eventually helps the organizations to
have good relationship with customers.
For David Jones, it is important to focus on continuous service improvements so that it can
deliver high value to its customers. The competition is high in the industry and the cost of
switching is very low. Therefore, service delivery matters a lot for David Jones. The
objective of this paper is to discuss the service blue print of David Jones. The paper discusses
the front stage and back stage operations of the company and analyzes the concept of service
quality for David Jones. It is expected that this report would help the management of David
Jones to develop the strategy of service marketing for its customers.

4
DAVID JONES
Organizational Description
David Jones opened their first store in 1838 in Sydeny. Since their inception, the organization
has grown upto 35 stores along with the warehouse outlets and entered into the e-commerce
market. This brand server the customers with one of the finest brands such as fashion, beauty,
home and recently it has also entered into food and beverage industry. The organization is
one of the oldest stores of Australia but also one of the most trusted one among their
customers. This report focuses on the service quality provided with them in Food & Beverage
industry known as FoodHall. The organization has also added more 30 new label for their
fashion and is also stocking with more than 6000 edible products.