Physical Evidence in Services - Doc
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Added on 2021-02-19
Physical Evidence in Services - Doc
Added on 2021-02-19
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SERVICE AUDIT REPORT
Table of ContentsINTRODUCTION...........................................................................................................................1Physical Evidence............................................................................................................................5RECOMMENDATION ..................................................................................................................6Product ............................................................................................................................................6Physical evidence ............................................................................................................................7REFERENCES ...............................................................................................................................8
INTRODUCTIONDome is the chain of the franchisee in the Australia, seen as the European style restaurantor cafe based in the Perth, western Australia. The company has overall 65 cafes in the countryand the major restaurants are present in the Western Australia. It has developed various locationsin the Darwin and the Tasmania as well. In has its presence in the other countries as well asMalaysia, Indonesia, Singapore, United Arab and Philippines. Dome is the unique concept thathad been introduced by the strong team with the good track record. It had been established by themanagers for gaining the long term success and the system adopted by the members had beenproved as scalable and the robust. The brand is based on the concept of casual dining restaurantthemed as the classic cafe of Europe. The quality service that the cafe is serving to its customersis its unique selling point in terms of the all day community appeal. Dome has adopted this as itspositioning strategy. This company was founded in the year 1993 with the well known specialtyin business of coffee roasting. After sometime it has been re-innovated as the unique cafe as aservice organization and provides the unique experience to its customers. Presently, there arearound 100 cafes that are running in the name of Dome in almost seven countries. The operationsinternationally are grown by developing the territory agreements and functions as the Australianbase with the combination of the franchisee. The operations of the Dome are owned by its teamwith the focus on offering the best services to the visitor. The future prospects of the company are making the investment in the developed turnkeysystem, base network, foundation system etc. as the current management and committed to thehigh growth across the Australia (Othman and et.al., 2019). Dome present contains thecompetitive strength against tits competitors by emphasizing on the quality, service and the foodin a more stylish way. It seeks for building the sense of communism by developing the neutralgrounds with offering the inclusive and the accommodating space. Dome positioned its brand as the unique dining by using the physical evidence forhighlighting 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 serviceexperience and in enhancing large customer base by satisfying their desire. Moreover, theanalysis in the study will be determining the attributes that are been used by Dome cafe forcreating its unique position in the overall market. Customer base of this company is so extensiveas it offers the wide variety from which the customer can choose from which in turn results in1
catering the needs of majority of the people. Specialization of the Dome is there unique sellingpoint which has been attained from the various promotional activities as they target the audiencewho believes in the high quality and does not look for lower price. Dome also target the familieswho look for the valuable fun dining and the casual environment with the serving of the qualityfood. Thus, target market for the Dome is relatively the high income class people because itcharges high prices for its quality service and the meals. The major purpose in preparation of this report is using the theories in terms of theservice marketing for critically analyzing the weaknesses and the strength of the serviceexperience at the cafe. In association to this, the report will also mention certainrecommendations that would be executed by the Dome cafe for improving its overall quality andthe service experience (Sun, Sun and Strang, 2018). Furthermore, the analysis in the report willbe focusing on mainly two marketing mixes that is product and the physical evidence withdescribing 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 serviceoffered by Dome cafe. The marketing mix of the service consist of the seven core elements thatare controlled by company and are used for producing the positive response from targetaudience. These elements involve the product, place, price, physical evidence, promotion, peopleand the processes. From these seven components this report will be based mainly on product andthe physical evidence. Product - As per the Amofah, Gyamfi and Tutu, (2016), it is defined as the item that is beenoffered for the purpose of sale. A product can be service or the item. The price of the productdepends to a great extent on the quality, market, marketing strategies and the segment that hadbeen targeted. Product referred as the collection of the benefits which results in satisfying theneeds and the wants of the customers. The product in terms of the service consist of coreproducts and also includes various supplementary services which helps in adding the value to theservice offered and enables the firm in differentiating its offering with that of the competitor. Atthe time of designing the additional services, an enterprise must have to consider its positioningstrategy and also the perspective of the customers. The flower of the service model reflects theways in which the value of core service varies on the basis of the additional or the supplementaryservices. 2
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