BMA258 Service Marketing Report: Evaluating Liv-Eat's Service Quality

This report presents a comprehensive service audit of Liv-Eat, a restaurant chain, analyzing its marketing mix elements including product, physical evidence, place, price, process, and promotion. The audit identifies the strengths of Liv-Eat, such as friendly employees, high-quality food, and strategic location, as well as weaknesses including menu accessibility and staffing levels during peak hours. Recommendations are provided to improve the overall service encounter, focusing on enhancing physical evidence through expanded seating and parking solutions, optimizing pricing strategies, and refining service delivery processes to ensure consistent quality and customer satisfaction. The analysis uses models like the Flower of Service to evaluate service offerings and suggests strategies for Liv-Eat to enhance its competitive advantage and customer experience.