Service Marketing of Ten Pin Bowling Company

This podcast discusses the service marketing of Ten Pin Bowling Company, including its background, customer satisfaction, SERVQUAL model, three-stage model of service consumption, and service marketing mix.

Running head: TRANSCRIPT FOR SERVICE MARKETING PODCAST
Transcript for Service Marketing Podcast
Name of the student
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TRANSCRIPT FOR SERVICE MARKETING PODCAST
TRANSCRIPT FOR SERVICE MARKETING PODCAST
Hello, everyone, today, we are going to discuss about the market report on Ten Pin bowling
company. We will discuss about the service marketing of the company. Before starting the
presentation, it is important to get an idea regarding the background of Ten Pin bowling
company. The company is highly dedicated towards offering the customers with best and
unique experience, whenever they visit. Here people can gather bets bowling experience. The
company has implemented computerised scoring screens and lanes with ramps and bumpers
with the intension of offering the guests along with their family members with best fun and
enjoyment. Currently, Ten Pin bowling company is operating more than 45 centres with
thousands of bowling lenses. In addition, the company holds huge collection of entertainment
options such as Hyperbowling, virtual reality, arcade machines, table-tennis, escape rooms,
soft play, laser tag arena, climbing walls and pool tables as well as restaurants and bars that
offer best food and drink. The company considers the fact that bowing is one of the most
fantastic leisure activities (Tenpin.co.uk. 2020). Thus, the sites operated by Ten Pin bowling
company, comprises of licensed bards, cafeteria and various art arcades in order to keep the
guests entertained. Now, before starting the presentation, let me discuss about the core
concept of service marketing.
According to Ross (2017) service marketing is defined as the process of promoting products
or services on the basis of relationship. As the prominence of service in global economy is
rapidly increasing, it has become the matter of utmost importance for the companies to
implement service marketing strategy in order to catch the attention of majority of customers.
In the highly competitive business environment, service marketing plays a major role in the
way of differentiating a company from its competitors, which is the key of attaining
competitive advantage. Relationship is one of the major factors in service marketing, which is
the key of making good rapport with the customers. Kiran (2016) put stress on the fact that
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effective service marketing plays a major role in influencing the buying decision of
customers by generating trust among them. This type of marketing requires the sellers to
listen to the customers properly and design the service accordingly for the sake of keeping
them happy and satisfied. The fundamental activity of Ten Pin Bowing is to offer the people
with best bowling experience.
Ten Pin Bowling has gained numerous popularity over the past few years. It had been
observed that in UK, the company has currently has more than 300 venues, the number of
which remains same over the past few years. However, in Wales the number of bowling
centre in the year 2017 was 2007, which was increased by merely 11 centres in the year 2008.
Still, the availability of lanes has also been decreased by 9%, some of which are even closed.
The position of Ten Pin Bowling in the market is relatively high. The acquisition of Bowlplex
by Ten Pin Bowling during December 2015 has resulted in leaving three of the most efficient
players, which include Hollywood Bowl (formerly TOBC),Tenpin and MFA Bowl, who are
being controlled in the UK centre. Among the players, Tenpin lacked the ability to be
successful than Bowl, in the way of bidding new shopping centre. MFA Bowl is the largest
player in the group, who have played in more than 30 sites.
Thus, it is important for Ten Pin Bowling to strengthen their credibility for the sake of
gaining immense popularity. It is true that, over satisfaction of the customers, who have
visited the firm is high. Some of the players have responded that they are extremely satisfied
with the service, provided by Ten Pin Bowling. There are more than 25% people who have
responded that they are extremely satisfied with the service, offered by Ten Pin Bowling. The
order to ranking acquired by Ten Pin Bowling is needed to be considered in this context.
People are highly satisfied with the quality of equipment and ease of use of scoring systems
score. This, in turn is lowering the scope of quality issues for Ten Pin Bowling. In addition,
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the company has recently introduced string machines as the new scoring system. This is also
resulting in highest ranking for the company. However, the company has acquired very low
rating in terms of decoration, cost of visit and the quality and value of food and drink. It is the
view of some of the respondents that the company needs to improve the room service and
lower the cost of living. These are the main area, where the players have showed utmost
dissatisfaction. From the customer satisfaction survey it is evident that wide ranges of people,
who are extremely dissatisfied with the service provided by Ten Pin Bowling. Basically, the
people are dissatisfied with the cost of living, decoration and quality of food and customer
service.
There lies the significance of SERVQUAL model, which is to be implemented by Ten Pin
Bowling in order to improve the quality of their services and thereby keep the visitors happy
and satisfied. As showed by Androniceanu (2017) there are six different parameters of this
model, which include Reliability, Assurance, Tangibles, Empathy and Responsiveness, which
are basically used in the service sector for the sake of satisfying critical business needs. In the
case of Ten Pin Bowling, it is important to use all the parameters for the sake of evaluating
the service quality and take necessary information in order to improve the same. Honarpour
et al. (2018) stated that assurance and Empathy are two of the most important parameters of
SERVQUAL, which are needed to be considered by the firms for the sake of managing and
improving the quality of their service. As the visitors of Ten Pin Bowling are extremely
happy with the quality of equipment and ease of use by Ten Pin Bowling, it is important for
the company to maintain good relationship with the visitors in order to retain them in the
organisation.
Al-Dhaafri et al. (2016) shaded light on the fact that assurance is one of the major factors in
keeping the customers happy and satisfied. It is the prime responsibility of the higher
authority of Ten Pin Bowling to put stress on this factor, which is the key of generating sense
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of trust among the members and develop comfortable environment, in which they can spend
their leisurely time to the fullest. Empathy is another major dimension of SERVEQUAL
model, which results in positive experience among the members by collecting feedback from
them. However, Bouranta et al. (2019) contended on the ground that sometimes the
SERVQUAL model does not work properly within the service sector. There lies the
significance of three-stage model of service consumption, which is to be followed by the
companies Ten Pin Bowling in terms of improving the quality of service. Pre-purchase, the
service encounter, and the post-encounter stages are the different stages of this model. By
applying this model in Ten Pin Bowling, we will be able to see that in the pre-purchase stage,
people used to gather necessary information about Ten Pin Bowling and book a specific time.
In the second stage, people used to access the bowling ground, playing and having tea, drink
and food. In the last step, people used to finish accessing the ground by complete playing.
Service marketing mix is the next important, which I want to discuss about. As the
competition in market is rapidly increasing, it is important for the marketing department of
Ten Pin Bowling to apply this framework in order to maximise both customer experience and
quality of service. Ebel (2019) shaded light on the fact that there are four different parameters
of this framework such as product, place, price, and promotion, which are to be followed by
Ten Pin Bowling for the sake of improving the quality of service. The first thing, which I
would like to focus on is people. As Ten Pin Bowling is facing major issue in the way of
managing customer service, it is imperative for them to hire skilled and competent staffs for
front desk. This is the way, through which the issue related to customer service can be
mitigated by maintaining healthy interaction with the customers. Another factors, which I
would like to focus on is physical environment. It is important for the higher authority of Ten
Pin Bowling to create comfortable environment, which is the key of keeping the visitors
happy and satisfied. According to Bitner’s ‘servicescape’ model, it is important to consider
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the factors like ambient conditions, space/functionality, and signs, symbols and artifacts
within the service environment (Bravi 2019).
Based on the three of the above models, it can be said that Ten Pin Bowling holds the ability
to improve quality of their service by managing the staffs properly, by hiring skilled and
competent staffs and by reducing the stress level among them. With this discussion, I am
completing the podcast. Thanks a lot for being engaged in the entire session.
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References:
Al-Dhaafri, H.S., Al-Swidi, A.K. and Yusoff, R.Z.B., 2016. The mediating role of total
quality management between the entrepreneurial orientation and the organizational
performance. The TQM Journal.
Androniceanu, A., 2017. The three-dimensional approach of Total Quality Management, an
essential strategic option for business excellence. Amfiteatru Economic, 19(44), pp.61-78.
Aquilani, B., Silvestri, C., Ruggieri, A. and Gatti, C., 2017. A systematic literature review on
total quality management critical success factors and the identification of new avenues of
research. The TQM Journal.
Bouranta, N., Psomas, E., Suárez-Barraza, M.F. and Jaca, C., 2019. The key factors of total
quality management in the service sector: A cross-cultural study. Benchmarking: An
International Journal.
Bravi, L., 2019. Additive Manufacturing: analysis of the economic context and evaluation of
the indoor air quality, with a Total Quality Management approach.
Ebel, K.E., 2019. Achieving Excellence in Business: A Practical Guide on the Total Quality
Transformation Process. Routledge.
Honarpour, A., Jusoh, A. and Md Nor, K., 2018. Total quality management, knowledge
management, and innovation: an empirical study in R&D units. Total Quality Management &
Business Excellence, 29(7-8), pp.798-816.
Kiran, D.R., 2016. Total quality management: Key concepts and case studies. Butterworth-
Heinemann.
Ross, J.E., 2017. Total quality management: Text, cases, and readings. Routledge.
Tenpin.co.uk. (2020). About Us | Tenpin. [online] Available at:
https://www.tenpin.co.uk/our-company/about-us/ [Accessed 26 Feb. 2020].
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