Physical Evidence in Services - Doc

SERVICE AUDIT REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
Physical Evidence............................................................................................................................5
RECOMMENDATION ..................................................................................................................6
Product ............................................................................................................................................6
Physical evidence ............................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Dome is the chain of the franchisee in the Australia, seen as the European style restaurant
or cafe based in the Perth, western Australia. The company has overall 65 cafes in the country
and the major restaurants are present in the Western Australia. It has developed various locations
in the Darwin and the Tasmania as well. In has its presence in the other countries as well as
Malaysia, Indonesia, Singapore, United Arab and Philippines. Dome is the unique concept that
had been introduced by the strong team with the good track record. It had been established by the
managers for gaining the long term success and the system adopted by the members had been
proved as scalable and the robust. The brand is based on the concept of casual dining restaurant
themed as the classic cafe of Europe. The quality service that the cafe is serving to its customers
is its unique selling point in terms of the all day community appeal. Dome has adopted this as its
positioning strategy. This company was founded in the year 1993 with the well known specialty
in business of coffee roasting. After sometime it has been re-innovated as the unique cafe as a
service organization and provides the unique experience to its customers. Presently, there are
around 100 cafes that are running in the name of Dome in almost seven countries. The operations
internationally are grown by developing the territory agreements and functions as the Australian
base with the combination of the franchisee. The operations of the Dome are owned by its team
with the focus on offering the best services to the visitor.
The future prospects of the company are making the investment in the developed turnkey
system, base network, foundation system etc. as the current management and committed to the
high growth across the Australia (Othman and et.al., 2019). Dome present contains the
competitive strength against tits competitors by emphasizing on the quality, service and the food
in a more stylish way. It seeks for building the sense of communism by developing the neutral
grounds with offering the inclusive and the accommodating space.
Dome positioned its brand as the unique dining by using the physical evidence for
highlighting its position and demonstrate the service quality which is being provided by them.
Physical evidence is the major marketing tool that plays a critical role in improving the service
experience and in enhancing large customer base by satisfying their desire. Moreover, the
analysis in the study will be determining the attributes that are been used by Dome cafe for
creating its unique position in the overall market. Customer base of this company is so extensive
as it offers the wide variety from which the customer can choose from which in turn results in
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catering the needs of majority of the people. Specialization of the Dome is there unique selling
point which has been attained from the various promotional activities as they target the audience
who believes in the high quality and does not look for lower price. Dome also target the families
who look for the valuable fun dining and the casual environment with the serving of the quality
food. Thus, target market for the Dome is relatively the high income class people because it
charges high prices for its quality service and the meals.
The major purpose in preparation of this report is using the theories in terms of the
service marketing for critically analyzing the weaknesses and the strength of the service
experience at the cafe. In association to this, the report will also mention certain
recommendations that would be executed by the Dome cafe for improving its overall quality and
the service experience (Sun, Sun and Strang, 2018). Furthermore, the analysis in the report will
be focusing on mainly two marketing mixes that is product and the physical evidence with
describing the impact or the influences of marketing mix elements on people of the company.
Critical analysis-
In this section, report will be focusing on the experience that I had been gained from the service
offered by Dome cafe. The marketing mix of the service consist of the seven core elements that
are controlled by company and are used for producing the positive response from target
audience. These elements involve the product, place, price, physical evidence, promotion, people
and the processes. From these seven components this report will be based mainly on product and
the physical evidence.
Product - As per the Amofah, Gyamfi and Tutu, (2016), it is defined as the item that is been
offered for the purpose of sale. A product can be service or the item. The price of the product
depends to a great extent on the quality, market, marketing strategies and the segment that had
been targeted. Product referred as the collection of the benefits which results in satisfying the
needs and the wants of the customers. The product in terms of the service consist of core
products and also includes various supplementary services which helps in adding the value to the
service offered and enables the firm in differentiating its offering with that of the competitor. At
the time of designing the additional services, an enterprise must have to consider its positioning
strategy and also the perspective of the customers. The flower of the service model reflects the
ways in which the value of core service varies on the basis of the additional or the supplementary
services.
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Jackson and Ahuja, (2016) has segregated these additional services in two categories that
include those services that will result in enhancing the delivery of core product and on the other
side the service that will ultimately facilitate it. Facilitating service such as order taking, payment
and the billing whereas enhancing services like safekeeping, consultation, exceptions and
hospitality.
Application of flower service model in Dome
The supplementary and core services are replicated as Flower of service and it helps
firms for purpose of improving level of service along with overall satisfaction of client. The
supplementary services augment the offering of core service through facilitating its application
and enhancing appeal and value. Every professional service providers seeks for giving a unique
and comprehensive experience for client as it is potential or existing with initial objective to
cement customer loyalty and to encourage future purchases. The application of flower service
model with core along with supplementary components as its core product are coffee as
European cafe bistro (Zhang and et.al., 2019). With context to facilitate elements, during arriving
restaurant it offered with information related to short wait for any table. With context for
undertaking order, weakness could be determined for dinning with table and booking could not
be made. Customers would be greeted for entering restaurant and waiting area is offers beside
bar when there is presence of wait for table.
It supplementary services will be tea, pastries, smoothies, merchandise (mugs, instant
coffee, etc.) and frappuccino beverages. The flower of service elements will be:
Elements Details
Payment  Credit card
 Cash
Information  Menu
 Menu prices
 Receipts
Consultation  Personalised device
Order taking  Online store
 Dome App and membership Drive thru
Hospitality  Toilets
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 Free Wi-Fi
 Comfortable seats
Safekeeping  Sheltered area
Exceptions  Creating own menu
Billing  Machine display of due amount
 Invoices for separate transactions
The corporate branding specifically Dome has built corporate image through linking their
products with well established organization. The customers are offered unique experience on
basis of quality of service. Apart from this, its marketing campaign is developed for upbringing
consumers close to producers of coffee and their production to cultivated region. The application
of this branding policy through capturing customers with every senses not only with visual
advertising but along with other senses like as smell so that people get attracted with specific
aroma when they pass via stores or through offering comfy seats so people attains thinking of
Dome as place to make break of their routine and relax.
Simultaneously, there are always innovative aspects for purpose of improvement so for
constant business improvement. With context to people, there is hiring of skilled people who
attained training for performing and excellent service and motivation arises through values of
Dome along with corporate responsibilities which makes the employees feeling of proud and to
part of organization (Tan, 2019). With undertaking of physical evidence, its service is well
delivered as customers get food and drinks which is always presented carefully and tasty as well.
There must be presence of cosy and well situated stores where customers could enjoy free Wi-fi
and comfortable seats.
Furthermore, with reference to process, Dome have experienced and dynamic staff who
has division of tasks. For instance, one person staff is taking order of customers and managing
the process of payment so one or other employees make the drink. Thus, probability of
enhancement process it would be creation of application on smart phone so each and every
clients could order drink along with advance payment of bill on particular application.
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Physical Evidence
Physical evidence is considered as one of the most important part of the marketing mix. It acts as
a proof which supports the company in increasing its sales as well as revenue margin. Services
rendered by Dome cafe includes wide range of varieties including food, beverages. Dome cafe is
a franchise chain which belongs to the European Style cafe restaurant, having its business place
in Perth, Australia.
Physical evidence for Dome cafe is related with its infrastructure facility or services which it is
providing to its customers across the world. The infrastructure style of this cafe is influenced by
European style cafe restaurant and fashion which has been utilised in its business operations for
attracting more customers. The cafe is also serving its services for small kids with the name of
Dome Kids.
As per the view points of Astuti, Silalahi and Wijaya, (2015), Services are considered as
the intangible form of product on large basis when it comes to marketing term. It serves as a base
for customers to rely on and helps in making belief about the quality of service which the
company or any business organisation is providing or dealing in. These are the physical cues
which assist customers in evaluating the product and services type before buying it.
Physical evidence is the known as the material part of every service. It is that business
environment in which the company rendered or delivered its services. It supports the
performance as well as communication system of Dome cafe as customers largely rely on
services quality and features more. Every customer gets attracted towards the differentiated
nature and feature of products which the company is providing at either same or at reasonable
market prices.
Baker, (2016) gives following comments in the context of term physical evidence. As per
his thought process, physical evidence can be a useful source unless and until, customers doesn't
consume services or purchase a particular product. It is very hard to describe the state or quality
of service prior purchase, in that case physical evidence helps Dome cafe in highlighting the
strengths and weakness of its products and service.
Internal strategic factor which assist Dome cafe are its strengths which help the company
in protecting against tough competition in the market. The strong brand image and extensive
distribution chain has resulted in making it as a global supply chain. Dome cafe also serves
differentiated products and services along with its subsidiaries which has lead to increase in
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profits and customer base as well.
RECOMMENDATION
On the basis of above critical analysis, it has been assessed that Dome cafe is one of the
growing franchise in Australian market economy, which is contributing in its amount towards the
overall development of the economy as a whole. The recommendation part of this report will
discuss about all the weaknesses and threats which Dome cafe is facing in the current
competitive market. What measures should it takes so as to improve its overall service and
product quality and mechanism to be adopted to increase its sales as well as profit margin. Also,
on the basis of above analysis how opportunities available to Dome are best utilised by it for
gaining competitive advantage is mentioned.
Product
One of the main disadvantage for Dome cafe is related to the order taking process. The
supplementary service of order taking is not very good or strong. The workers of cafe are not
able to take supplementary order or bookings for tables of two customers at a time. This has
resulted in long waiting of its customers and long waiting list as well. Due to this factor,
customer’s have to face long waits which is not a good and favourable factor for both the cafe as
well as for the customer.
Long wait will either result in customer loss or dissatisfied customer. This will result in
decrease in the profit margin of the company. Also, customer will lack interest in that
organisation and will never prefer to visit as the value and quality of service has not met their
perception on the very first time. For improving this disadvantage, bookings element has to be
taken into consideration. Booking for two guests or customers has to be introduced. On non
availability of booking or in case of waiting list, the employees should be capable of explaining
to its customers that current bookings cannot be made for two guests, instead they can advise for
waiting for a table to be vacant. If the customers is averagely satisfied, they will like to switch to
some other dine area however delighted customers will always likely to remain loyal towards
their organisation. Dissatisfied customers will unlikely to repeat visit and possibility of spreading
negative word of mouth about company is always there.
Another weakness which Dome cafe is having is related to the Billing or payment
system. When a customer has to wait for getting its bill cleared it causes a sense of irritation
among them. For customers or guest it is more frustrating when a large group of people are
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having diner together and people out of them were planning to make payment with EFTPOS. For
overcoming this weakness, it is appropriate to introduce a system which allows large groups to
make payment on separate basis. On non availability of such facility, at the time of booking
advise or information related to only one payment per table should be made. This will provide
ease and convenience to customers related to payment factor. As per the evaluation of Lovelock
and Patterson, (2015), on non realization of customer expectations regarding their payment it
hampers the overall satisfaction of the customer along with decrease in the whole service
product.
Physical evidence
This term relate to the infrastructure as well as ambient conditions of the organization.
The weakness for Dome identified was related to the background music. Oladepo and Abimbola,
(2015) suggests that by having good and pleasant physical environment as well as atmosphere it
can aids to increase in customer base as they will get attracted by good and pleasant
environment. But lack of background music etc. can hinder the accomplishment of the business
marketing and organizational goal.
Music is cause of hindrance as it is hard to hear customer sitting across. The background
music can sometime affects quality time which customer wants to spend in a restaurant. This
may reduce the amount that a customer spends as well. Most of the time customers go to cafe
restaurant for having important discussion or meeting but is able to hear the other people and
their goal is then not satisfactorily achieved. This music only appears to be an issue when the
restaurant is busy as there is a lot of other background noise. It is recommended for Dome to
have light music.
Another weakness is regarding to signage. The sign depicting customers where to wait to
be seated was not always visible in some cafes and restaurants. On non effective communication
of customer’s role, they feel nervous, uncomfortable or embarrassed resulting in dissatisfaction
with the service. To ensure customers are comfortable throughout their whole service experience,
it is important to have proper signage. Also, it should be big and relocated so that it is always
visible.
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REFERENCES
Books and journals
Othman, B. and et.al., 2019. The influences of service marketing mix on customer loyalty
towards Umrah travel agents: Evidence from Malaysia. Management Science Letters. 9(6).
pp.865-876.
Amofah, O., Gyamfi, I. and Tutu, C. O., 2016. The influence of service marketing mix on
customer choice of repeat purchase of restaurant in Kumasi, Ghana. European Journal of
Business and Management. 8(11). pp.102-112.
Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice. 17(3). pp.170-186.
Sun, Z., Sun, L. and Strang, K., 2018. Big data analytics services for enhancing business
intelligence. Journal of Computer Information Systems. 58(2). pp.162-169.
Tan, C. C., 2019. A social and cybernetic psychological model for the social entrepreneurship-
driven community-based tourism (CBT) development in Chiang Rai, Thailand. Asia Pacific
Journal of Religions and Cultures (AJRC). 2(2). pp.1-24.
Zhang, S. and et.al., 2019. A collaborative service group-based fuzzy QoS-aware manufacturing
service composition using an extended flower pollination algorithm. Nonlinear Dynamics,
pp.1-24.
Astuti, R., Silalahi, R. L. R. and Wijaya, G. D. P., 2015. Marketing strategy based on marketing
mix influence on purchasing decisions of Malang apples consumers at Giant Olympic
Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and
Agricultural Science Procedia. 3. pp.67-71.
Baker, M. J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Kukanja, M., Gomezelj Omerzel, D. and Kodrič, B., 2017. Ensuring restaurant quality and
guests’ loyalty: an integrative model based on marketing (7P) approach. Total Quality
Management & Business Excellence. 28(13-14). pp.1509-1525.
Oladepo, O. I. and Abimbola, O. S., 2015. The influence of brand image and promotional mix on
consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British
journal of marketing studies. 3(4). pp.97-109.
Online
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Physical evidence as part of Marketing mix. 2019. [Online]. Available through:
<https://www.marketingteacher.com/physical-evidence-marketing-mix/>.
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