Service Marketing and Relationship Marketing

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

2SERVICE MARKETING AND RELATIONSHIP MARKETING
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).