Services Marketing: A Case Study of The Spice Room in Australia

Running head: SERVICES MARKETING
Services marketing
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SERVICES MARKETING
Table of Contents
Introduction......................................................................................................................................3
Front and back stages.......................................................................................................................4
Service encounter.............................................................................................................................7
Managerial implications..................................................................................................................8
Service recovery............................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

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SERVICES MARKETING
Introduction
The services marketing concept is widely known as the ways by which the business
organization manage its services in different levels to ensure meeting the demands and
expectations of clients with ease and effectiveness. The business organization that has been
selected as the case study in this essay is The Spice Room located in Australia. It is one of the
best Indian restaurant originated in Australia and has maintained the culture and heritage of the
place with its great quality food items available for the guests in Australia. The restaurant
delivers the best quality Indian cuisine and boosts of beautiful decoration and marbled ceilings
covered with Indian designs, which has easily created a great ambience and enriched the lunch
and dinner experience of the guests visiting the restaurant (Thespiceroom.com.au 2018). The
meals that are delivered to the guests are produced by the exotic vegetables, fresh seafood and
meat products sourced from the farmyards and suppliers associated with the process of
management of stakeholders in business. The menu consists of a wide variety of food items that
are both exemplary and quality wise great, due to which the popular Indian dishes like biriyani,
rice and tandoor items have been popular delicacies within the customers (Lovelock and
Patterson 2015).
The customers are not only satisfied with the great quality food items that are being
provided with, but also the management of a Indian culture has resulted in gaining a positive
mindset of the restaurant. The grilled items and tandoor items are burnt with the right
temperature, which has maintained the great taste and quality too and thus the customers are
satisfied too. In spite of the economic growth in Australia, there have been fluctuations in prices
of commodities along with the higher price of wholesale food items, which has made it difficult
for the clients to understand the expenses made by restaurant to keep them satisfied and retain, as
it was found from the National Restaurant Association’s survey in Australia (FISK 2013). While
the front stage activities involve welcoming the guests and managing communication with them
about the kids of services they want, the back stage activities mainly include managing value
chain process and ensure that food services are delivered to them on time, though they should not
be informed much about the internal operations carried out (Wirtz and Lovelock 2016).
Front and back stages
The services marketing involves management of services and design emphasis to create
business to client interaction and focus more on the non-technological principles and function
including the ability to empower employees to know the customers. The font stage of The Spice
Room, Australia has prioritized on the service encounter and managed communication between
the business and its customers related to the services to be delivered by the restaurant authorities
to the guests (Nasution et al. 2014). The back stage operations are considered as the services
provided in the value chain and the customers cannot see those.
Front stage