Case Study on Services Marketing of Woolworth

Services Marketing
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Executive Summary
Service organisations deliver intangible services to the customers. That is they provide
certain kinds of experiences to the customer. In the modern marketing practices, retail
organisations are a part of service industry because they provide one stop purchase
experience to customers. The following study tries to assess various aspects of service
delivery as addressed by a service organisation. This study takes Woolworth Limited as
a case study and tries to analyse various aspects of a service organisation.
At the onset, this study introduces Woolworth limited as a retail service organisation. In
continuation it investigates the blue print of the organisation and enumerates various
elements like customer action, front line and back stage functions. Further, the study
tries to understand the front line and back line functions of Woolworth. In continuation,
the firm addresses the various interaction points of the company and customers which
are also known as moments of truth.
Furthermore, the study tries to investigate the determinants of satisfaction and
measurement of service quality of Woolworths Limited. Lastly, the study assesses the
meaning of service failure and services recovery strategy. The study also enumerates a
plan for Woolworth for executing service reviver strategies in case of service failure.
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Contents
Executive Summary...........................................................................................................2
Introduction........................................................................................................................4
Blueprint of Woolworths as a Service Organisation..........................................................4
Front stage and back stage functions of Woolworth.........................................................5
Moments of truth for Woolworth........................................................................................6
Determinants of Satisfaction/ Dissatisfaction and measurement of service quality and
quality gaps........................................................................................................................7
Service Recovery Strategy Plan........................................................................................9
Conclusion.......................................................................................................................10
References.......................................................................................................................11
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Introduction
Woolworths Limited is one of the largest companies of Australia with extensive retail
interests in both Australia and New Zealand (Woolworth, 2017). It is also one of the
largest super market chains in Australia. Woolworth specialises in selling grocery and
packaged food items. Woolworth was founded in 1923 and has it’s headquarter in Bella
Vista (Woolworth, 2017). As a service organisation the firm assists customers to choose
among a range of products under one roof. It also offers take away and packaged food
items. The company has stores in more than 800 locations (Woolworth, 2017).
Woolworth is into both online and physical retailing and provides shopping experience
to its customers.
Blueprint of Woolworths as a Service Organisation
A blueprint is a map of the operational system of a service organisation which
accurately helps all the people involved in service delivery to act as per requirement
(Bateson, 2010). A service blue print or map depicts the service process, physical
evidence of service and point of customer contact (Fisk, 2013). The blue print helps in
efficient service delivery. Woolworth is a retail chain and sells its procured products both
through offline and online medium (Woolworth, 2017). The firm procures finished
products from suppliers and then assembles them in its stores or places their images on
its website so that customers can choose from the products (Woolworth, 2017).
Following is a service blue print of Woolworth
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