Service Marketing Report: David Jones Food Hall Customer Service

This report analyzes the service marketing strategies of David Jones Food Hall, focusing on its front-stage and back-stage operations. It explores the importance of service encounters, customer feedback, and customer relationship management in delivering effective customer service. The report highlights the significance of raw materials, manufacturing processes, and organizational inputs in the back-stage operations to ensure quality service. It emphasizes the role of managers in enhancing employee productivity, motivation, and training to improve customer satisfaction. The report also discusses the impact of effective communication and employee engagement on service delivery, concluding that proper management of both front and back-stage employees is crucial for providing excellent customer service and generating positive word-of-mouth. The report references several academic sources to support its analysis.

Running head: SERVICE MARKETING
Service marketing
Name of the student
Name of the university
Author note

1SERVICE MARKETING
Service industry is one of the most promising and emerging industries in the current
market scenario. Majority of the countries are having the most contribution of service industry in
their gross domestic product compared to the manufacturing industry. However, due to the
reason that service industry deals with the customers directly, thus they always have to maintain
effective customer service to attract more customers (Jasmand, Blazevic and de Ruyter 2012).
David Jones is one of the leading organizations catering to the consumer goods ranging from
garments to food. David Jones food hall offers various food and beverages to the customers.
They are having restaurants all over the Australian regions. This essay will discuss about the
front stage and back stage operations of them in accordance to their flowchart (Mair and
Hehenberger 2014). The managerial implications will also be discussed in this essay.

2SERVICE MARKETING
Customer queries, grievances and feedback
Effective customer mechanism, customer relationship management and customer analysis
Effective customer service and customer satisfaction
Figure: 1. Front stage flowchart

3SERVICE MARKETING
Raw materials, organizational inputs
Manufacturing process, usage of newer machinery and technologies
Finished products, Brand enhancement and positive word of mouth

4SERVICE MARKETING
Figure: 2. backstage flowchart
Service encounter is one of the key aspects for service marketing. Service encounter
refers to the transfer of the service from the provider to the buyer. Majority of the issues related
to the customer in providing service originated during the service encounter (Teixeira et al.
2012). In the case of David Jones food hall, the service encounters occurred when customers
visit their restaurant. According to the front stage flow chart of them, determination of the
customer queries and feedback helps them to identify the needs and requirement of the
customers. Accordingly, the service pattern is being designed to enhance its effectiveness.
Service encounter holds an important significance in providing the effective service to the
customers due to the reason that it will help to create a positive first impression for the
customers. If the market requirement can be effectively analyzed, then it will be easy for the
organization to identify the expectation of the customers. It is eventually help them in providing
the service accordingly. Thus, if the service can be effectively designed, the satisfaction level of
the customers will get increased and enhanced (Jahanshani et al. 2014). It helps the organization
in generating positive word of mouth.
Moreover, there are various issues that should be effectively encountered by the
organization. There are various and diversified requirements for the customers which should be
met by the service provider (Wu and Wang 2012). In some cases, it becomes difficult for the
organization in meeting the unrealistic demand of the customers. Thus, it is been shown in the
front stage flowchart that effective customer relationship management and analysis of the
feedback from the customers will help to deliver effective customer service and enhanced
customer satisfaction. The more effective will be the customer feedback management, the more
will be their service delivery and encounter.

5SERVICE MARKETING
According to the backstage flowchart, raw materials are the key part for David Jones
food hall. This is due to the reason that, the quality of the raw materials such as fish, meat and
vegetables is the important determinant for the quality of the food being offered to the customers.
In addition, the organizational input such as the type of cuisine they are offering and providing
other complementary items is also important to deliver the top quality service to the customers.
The next step will be implementing newer machinery and effective production process which
will help to reduce the customer waiting period (Bon and Mustafa 2013). Thus, the less the
customer has to wait, the more will be their level of satisfaction. Blending the quality raw
materials along with having effective manufacturing process will further help to deliver the
desired service to the customers. Thus, according to me, in having an effective service encounter,
the front stage and the backstage of the organization should be equally effective. I believe that,
the more quality will be maintained by the backstage department, the more will be the
effectiveness of the service being delivered by the front stage employees.
Upper level and middle level managers have important role to play in delivering the
effective service to the customers (Bateman and Snell 2013). As earlier discussed, organizations
operating in the service sector are solely dependent on the satisfaction level of the customers.
The more effective will be the service delivery, the more will be the customer satisfaction which
will help in generating more positive word of mouth. Thus, the key responsibility of the
managers will be to enhance the productivity and the effectiveness of the employees. In this case,
implementing various schemes regarding the employees’ welfare by the managers will help to
increase the level of involvement and engagement of the employees in their workplace (Lamba
and Choudhary 2013). Managers are also responsible for increasing the level of motivation of the

6SERVICE MARKETING
employees. The more motivated will be the employees in their workplace, the more will be their
effectiveness in delivering the service to the customers.
According to me, in the case of the backstage employees of David Jones food hall,
employees should be provided with quality raw materials and effective organizational inputs.
The employees should be selected by the managers on the basis of the requirement in the
organization. Afterwards they should be properly trained according to the requirement in the
organization (Elnaga and Imran 2013). Maintaining the effective working environment in the
organization is also important for enhancing the productivity of the backstage employees.
Moreover, for the backstage employees, safety and health in the workplace also matters. Thus, it
is the responsibility of the managers to ensure the safety and health for the employees. It will
help in empowering them in delivering the desired output to the customers. In the case of front
stage employees, proper training should be provided due to the reason that front stage employees
are the ones who directly deals with the customers. Thus, the attitude and the personalities
possessed by them are important in determining the customer satisfaction.
The front stage employees should be given proper and effective training and skill
development courses regarding the customers dealing. It will help the employees in effectively
handling the customer issues and enhancing the customer experience for David Jones Food hall.
Thus, it is the responsibilities of the managers to enhance the performance of the employees
along with increasing the level of motivation and job satisfaction of the employees (Sarwar and
Abugre 2013). The more motivated and engaged employees in the organization will help to
provide effective customer service along with effective handing of the customer grievance. In
addition, managers should also implement effective communication process in the organization
in order to gather feedback from the employees. It will help to identify the issues related to the

7SERVICE MARKETING
employees and can be rectified accordingly. Thus, it will further enhance the engagement level
of the employees in their workplace. Hence, there are indirect implications of the manager are
relevant in the providing the effective customer service.
Having analyzed the backstage and front stage flowchart of the David Jones food hall, it
can be concluded that proper and effective management of the front and backstage employees in
the organization will help to provide effective customer service. According to me, it can be said
that managers are also having an important role in maintaining and enhancing the productivity of
the employees as well as the customer service being provided.

8SERVICE MARKETING
Reference
Bateman, T.S. and Snell, S., 2013. Management: Leading & collaborating in a competitive
world. McGraw-Hill Irwin.
Bon, A.T. and Mustafa, E.M., 2013. Impact of total quality management on innovation in service
organizations: Literature review and new conceptual framework. Procedia Engineering, 53,
pp.516-529.
Elnaga, A. and Imran, A., 2013. The effect of training on employee performance. European
Journal of Business and Management, 5(4), pp.137-147.
Jahanshani, A.A., Hajizadeh, G.M.A., Mirdhamadi, S.A., Nawaser, K. and Khaksar, S.M.S.,
2014. Study the effects of customer service and product quality on customer satisfaction and
loyalty.
Jasmand, C., Blazevic, V. and de Ruyter, K., 2012. Generating sales while providing service: A
study of customer service representatives' ambidextrous behavior. Journal of Marketing, 76(1),
pp.20-37.
Lamba, S. and Choudhary, N., 2013. Impact of HRM practices on organizational commitment of
employees. International Journal of Advancements in Research & Technology, 2(4), pp.407-423.
Mair, J. and Hehenberger, L., 2014. Front-stage and backstage convening: The transition from
opposition to mutualistic coexistence in organizational philanthropy. Academy of Management
Journal, 57(4), pp.1174-1200.
Sarwar, S. and Abugre, J., 2013. The influence of rewards and job satisfaction on employees in
the service industry. The Business & Management Review, 3(2), p.22.

9SERVICE MARKETING
Teixeira, J., Patrício, L., Nunes, N.J., Nóbrega, L., Fisk, R.P. and Constantine, L., 2012.
Customer experience modeling: from customer experience to service design. Journal of Service
Management, 23(3), pp.362-376.
Wu, M. and Wang, L., 2012. A continuous fuzzy Kano’s model for customer requirements
analysis in product development. Proceedings of the Institution of Mechanical Engineers, Part B:
Journal of Engineering Manufacture, 226(3), pp.535-546.