Service Marketing and Relationship Marketing

This report focuses on the service concept and strategies adopted by Cafe 63 to maintain and enhance consumer satisfaction. It includes a flowchart of back stage and front stage operations, significance of service encounters, and managerial implications.

Running head: SERVICE MARKETING AND RELATIONSHIP MARKETING
Service marketing and relationship marketing
Name of the Student
Name of the University
Author Note

1SERVICE MARKETING AND RELATIONSHIP MARKETING
The chief focus of the service management is to ensure effective interaction between the
employees and the consumers of an organization. his standpoint holds that the value of the
“service experience” is decided by the purchaser during this “service encounter” that happens in
the “front stage.” Consumer satisfaction is a crucial aspect of business since it has major
contribution to the revenue of an organization. The purpose of this report is to maintain as well
as enhance the satisfaction of the consumers of Café 63. The service concept as well as the
strategies which are adopted by the mentioned café is elaborated in the following paragraph in a
detailed manner so that the capability of the restaurant can be analyzed in detail. A flowchart of
both back stage as well as front stage operation of the business has been provided in this essay.
With the help of the mentioned flowchart, the significance of the service encounter as well as the
managerial implication has been explained. The service encounter is provided to access as well
as analyze the capabilities of the employees with respect to the quality of service provided to the
consumers. The purpose of the managerial implication is to help the management to implement
necessary steps that are required to eradicate the loopholes and enhance the yearly revenue of the
organization.
Back stage and front Stage Flowchart

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Physical
Evidence
buyer
Activities
Front
stage/
Visible
Contact
Employee
Activities
Backstage
staff
Activities
Internal
supportive
Process
Exteriors inner
design equipment Menu Delivery
boy
Delivery
Tray
Delivery boy Exit way
Exterior
buyer
entrance
buyer
walks in
Reaches
the table
check the
menu card
Places
order
Order
received
ask for the
bill
Makes the
payment
Greeted
by waiter
Takes
order
Delivery
order
Hands
over bill
Bid
farewell
Informs about
order placement
Receives food
item or drink from
the kitchen
Enter data Generate
bill
Prepares Food
items or
Drinks
Billing system
processes bill
Line of interaction
Line of Visibility
Line of Internal
Operation
Explanation of significance of the service encounters
From the analysis of the service that is provided by Cafe 63, it has been perceived that this
cafe provides the best services in the existing market. Due to this reason, the Café has gained
popularity among the restaurants in Brisbane and was at its peak. This is was the primary reason
behind the impetus to grow and expand itself in Melbourne (Elmadağ and Ellinger 2018).
Therefore it is required to understand that how this Café provided services, which were able to
highlight the system that was followed during the services as well as at the end of the session of
the service. The steps are as follow:
1. The customers who came in were greeted with warmth by the doorman and by the staff
present at the service counter (Han, Bonn and Cho 2016).

3SERVICE MARKETING AND RELATIONSHIP MARKETING
2. Next the waiter comes forward to enquire regarding the number of members in the party,
based on which accommodation will be provided and the customers will be directed
towards their seat, followed by the presentation of the menu.
3. Ample time is provided to the customers so that they can decide on their orders. Initially
the customers are provided with a glass of water and are often enquired if they prefer tap
or sparkling water (Hill 2017).
4. Next the waiter comes forward to confirm the orders. Often there are queries like what
are the specials of the day.
5. After this the orders to the customers are considered (Jeon and Kim 2016).
6. In case the customers have ordered coffee or any such beverages, the waiter approaches
to ask for a refill according to the satisfaction of the customers.
7. While the food is served, the staff approaches the customers in order to enquire about the
quality of the food that they have served. They also make sure to ask if tey want to order
anything else from the menu.
8. A final check is done in order to enquire if the customers need anything else. If not, the
customers often ask for the bill.
9. The bill is served to the customer along with the feedback form which is needed to be
filled for future purpose (Kraak and Holmqvist 2017).
10. The change of the bill is offered following the a farewell to the consumers
11. After the bill payment is done with, the staff makes sure to check the utensils are
removed or if the customers have left anything in the restaurant.
12. After the customers are done with their eating, a thorough procedure is maintained for the
cleaning of the utensils.
13. After the customers have left and cleaning is done, a fresh tablecloth is spread on the
table if it is required.
Therefore from this, it is very well perceived that level of enthusiasm along with dedication
that is shown by the staff and management of Café 63 has led to the success of the café in the
market (Lee2016). The level of attention that has been shown towards the customers by the staff
should be maintained at all times so that the customers are satisfied at all times. This is the
reason that during the service hours, the restaurant remains filled with customers and each

4SERVICE MARKETING AND RELATIONSHIP MARKETING
individual customer have different requirement of food. Therefore care should also be taken of
the adjust capacity and dedication of the staff need, that needs to be upheld at all times (Shin,
Hur and Oh 2015).
Analysis of managerial implications
According to researchers, a key source of consumer satisfaction at restaurants is provide
by service personnel. Thus it can be said that it is the duty of the management to ensure that the
employees are highly trained so that they can provide effective consumer service and thus
consumer satisfaction can be obtained (Alhelalat, Ma’moun and Twaissi 2017). In Café 63, it is
the responsibility of the staffs at the service counter or staffs who greet the consumers to ensure
consumer satisfaction. These staffs need a variety of skills as the duty of these individual are
diverse depending upon the present job stage which they requires to adopt (Cafe63.com.au
2017). Hence the management should provide effective training to the employees. The train
schedule should include effective communication skills along with appropriate gestures.
It is quite important to implement a quality management model in order to deliver quality
services from the organizations that needs to be maintained. For understanding quality services,
the implementation of SERVQUAL model helps to analyse the services (Hur, Moon and Jun
2016).
The structural implications need to involve a proper organizational structure which in
turn manages the effective service of the food. In order to ensure proper services, proper training
needs to be provided so that the standards of service are improved. Worker action needs to be
made conscious by delegating roles that are crucial for the satisfaction of the consumers as well

5SERVICE MARKETING AND RELATIONSHIP MARKETING
as for assessing the satisfaction of the employees (Baker 2014). There is a need to observe
special occasions and national holidays by decorating the restaurants with themes to make the
restaurants look attractive so that the audiences are attracted like in events of Christmas. It is
very important to collect the feedback of the customers, which needs to be collected at every
level, in order to ensure that there is an alignment of the services of the restaurant with the
changes that made in the interest of the customers.
Conclusion:
From the above discussion it can be concluded that the mentioned organization posses the
potential to enhance its yearly revenue by implementing the above discussed managerial
strategies. Firstly, the mentioned café needs to ensure that the service level which exists in the
cafe is kept in a constant manner so that different departments that include marketing as well as
human resources can be complemented. Along with that, extent of the value of each of the
service components needs to performed so that any issue related to it can be resolved. Finally, it
can be said that for a restaurant like Café 63 it is crucial to evaluate every aspect of its operation
system in order to ensure an effective consumer-Management relationship.

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Reference list
Alhelalat, J.A., Ma’moun, A.H. and Twaissi, N.M., 2017. The impact of personal and functional
aspects of restaurant employee service behaviour on customer satisfaction. International Journal
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Cafe63.com.au 2017, Our menus. [pdf], Viewed 26 July 2018, http://www.cafe63.com.au/wp
content/uploads/2018/05/
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7SERVICE MARKETING AND RELATIONSHIP MARKETING
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