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Service & Relationship Marketing | Woolworths

   

Added on  2020-04-01

16 Pages3835 Words317 Views
0SERVICES AND RELATIONSHIP MARKETINGServices and Relationship MarketingName of the StudentName of UniversityAuthor Name
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1SERVICES AND RELATIONSHIP MARKETINGExecutive Summary This report deals with Woolworths, which is a supermarket in Australia. Firstly theorganization’s blue print has been discussed. The blue print here emphasizes on the process chartof how a product travels from the manufacturer to the customer and what role Woolworths playsin it. Then the front stage and back stage functions of the supermarket have also been discussedin detail which deals with the face to face interactions between customers and service deliveryagents at Woolworths. Also the report deals with the various moments of truth which take placein a service organization which is how the sales persons in the organization influences themindset of a customer and looks into the things which lead to customer satisfaction ordissatisfaction. Service quality measurement and service recovery strategy have also beendiscussed in the report.
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2SERVICES AND RELATIONSHIP MARKETINGTable of ContentsIntroduction..........................................................................................................................3Presenting Woolworths as a blueprint.................................................................................3Front stage and back stage functions...................................................................................5‘Moments of Truth’.............................................................................................................6Determinants of customer satisfaction and dissatisfaction..................................................8Service quality measurement...............................................................................................9Service-Recovery and Strategy Plan for Woolworths.......................................................10Conclusion.........................................................................................................................11References..........................................................................................................................13
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3SERVICES AND RELATIONSHIP MARKETINGIntroduction A Service Organization is a company which mainly aims to get profit from the goods andservices they provide to customers. For this report Woolworths Supermarkets has been chosen.Woolworths is an Australian grocery store or supermarket chain which is owned by WoolworthsLimited. Alongside Coles, Woolworths forms almost a duopoly in the Australian supermarketsection. They specialize in mostly selling groceries (packaged foods, fruit, meat and vegetables)however; they also indulge in selling stationery items, magazines and DVDs (Keith 2012).Woolworths presently has 1000 stores spread across Australia with 968 supermarkets and 19stores for convenience. The company was first started in September 1924. Now every companyhas a service blueprint and Woolworths is no different. The blueprint shows the input processesand outputs. Then there are the front and back stage function which focus on the face to faceinteractions between sales person and customer and also looks into the communication which isnot direct. Presenting Woolworths as a blueprint A supermarket essentially is a business enterprise which provides goods and services. Itactually does not produce a physical product in such sense. Woolworths too adds value by takingin products from suppliers who are remotely based (Arli et al. 2013). They then assemble them inregional warehouses, and then distribute them to their franchises. The process ends with theselling of the products to the customers.
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