HC2112 Services Marketing & Relationship Marketing
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HC2112 Services Marketing & Relationship Marketing (HC2112)
Added on 2019-11-08
HC2112 Services Marketing & Relationship Marketing
HC2112 Services Marketing & Relationship Marketing (HC2112)
Added on 2019-11-08
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Running head: SERVICE MARKETING AND RELATIONSHIP MARKETINGService Marketing and Relationship MarketingName of the Student:Name of the University:Author’s Note:
1SERVICE MARKETING AND RELATIONSHIP MARKETINGExecutive SummaryService encounter defines the point of interaction between the customers and service providingorganization. This study has selected Attica Restaurant of Australia for describing its service encounter.The study has drawn service blueprint of the restaurant by assessing its front stage and back stagefunctions. It has been found that the customer satisfaction of the restaurant is equally dependent on frontstage and back stage functions. The study has also described the moment of truth of the restaurant interms of its variety of food items. Apart from that, the study has assessed the determinants for bothcustomer satisfaction and dissatisfaction of Attica. The restaurant has wide variety of food items, butthere is lack of specialty in its service quality. Apart from that, the study has also decried the servicequality measurement and recovery stage plan for improving the customer satisfaction level of Attica.
2SERVICE MARKETING AND RELATIONSHIP MARKETINGTable of Contents1.0 Introduction................................................................................................................................32.0 Service Blueprint.......................................................................................................................23.0 Front stage and back stage functions.........................................................................................34.0 Moments of Truth for Service Organization.............................................................................35.0 Determinants of satisfaction/dissatisfaction..............................................................................35.1 Determinants of satisfaction...................................................................................................35.1.1 Variety in Food Services.................................................................................................35.1.2 Great Location.................................................................................................................35.1.3 Quality of Foods..............................................................................................................35.1.4 Excellence of Services.....................................................................................................55.2 Determinants of Dissatisfaction.............................................................................................55.2.1 Unable to Provide Service in Time.................................................................................55.2.2 Lack of Friendly Approach of Staffs...............................................................................55.2.3 Lack of Specialty in Dishes.............................................................................................56.0 Service Quality Measurement....................................................................................................56.1 SERVQUAL Model...............................................................................................................66.2 Quality Gaps..........................................................................................................................67.0 Service-recovery strategy plan in critical incidents...................................................................77.1 Specialty in Service Quality...................................................................................................77.2 Warm Behavior of Restaurant Staffs.....................................................................................77.3 Customized Quality in Foods.................................................................................................88.0 Conclusion.................................................................................................................................8Reference List..................................................................................................................................9
3SERVICE MARKETING AND RELATIONSHIP MARKETING1.0 IntroductionService encounter defines the transactional interaction between the service organizationsand customers, which make the foundation for customer satisfaction (Wong 2013). The serviceorganization selected for this study is Attica. It is a popular restaurant in Australian, whichprovide excellent quality restaurant services to the customers (Attica.com.au 2017). The studywill draw the service blueprint for the restaurant by describing its front stage and back stagefunctions. Furthermore, the study will also discuss the moment of truth for the restaurant andassess the determinants for the satisfaction and dissatisfaction of the customers. The study willalso represent the service quality measurement and recovery strategic plan for the restaurant.
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