Service Marketing Report: Improving Customer Experience at Tetsuya's

This report provides a detailed analysis of the service quality and customer experience at Tetsuya's restaurant in Sydney, Australia. It begins with a service description, highlighting the restaurant's cuisine and signature dishes. The report then discusses reasons for dissatisfaction, including poor food quality, inadequate customer service, a lack of healthy menu options, and negative staff behaviors. The importance of customer service is emphasized, focusing on building customer trust, enhancing brand awareness, and fostering new partnerships. The report concludes by suggesting ways to improve service quality and productivity, such as incorporating healthy food options, improving food quality, training restaurant staff, and offering attractive discounts. A reflection statement is included, highlighting the value of the Service Industry Marketing Unit. This assignment is available on Desklib, a platform offering a wide range of study resources for students.

Running head: SERVICE INDUSTRY MARKETING
Service Industry Marketing
Name of the Student:
Name of the University:
Author’s Note:

1SERVICE INDUSTRY MARKETING
Executive Summary
Service industry marketing is intended to convey the specific value of a particular service of a
particular service firm to the customers. The purpose of effective service marketing is targeted at
differentiating a service firm from other competitors in the service market. This study has
assessed the service quality of Tetsuya's restaurant and customer experience faced in this
restaurant. It has highlighted the overall service quality of the restaurant assessing the flaws in its
service quality.
This study has described the service provided by the restaurant to the customers. It has been
found that the restaurant has different types of cuisines for preparing different types of dishes to
the customers. The restaurant mostly services 10 courses of degustation menus to the customers.
The study has highlighted the reasons for which I was dissatisfied with my experience in the
restaurant. Moreover, the quality of the food was not up to the satisfaction level and wait staffs
of the restaurant was not also prompt in delivering the foods to the table of the customers. The
restaurant also has lack of healthy and organic foods in its menu list. The important of service
quality on this restaurant has also been described in this study. Apart from that, the study has
provided effective ways of improving the service quality and productivity of the restaurant.
Moreover, the restaurant should include organic foods in its menu list and provide training to the
wait staffs to improving service quality.

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Service Description and Reasons for Dissatisfaction................................................................3
2.1 Service Description................................................................................................................3
2.2 Reasons for Dissatisfaction....................................................................................................4
2.2.1 Poor Quality Food...........................................................................................................4
2.2.2 Poor Customer Service...................................................................................................5
2.2.3 Lack of Healthy Options in Menus.................................................................................5
2.2.4 No Attractive Discounts.................................................................................................6
2.2.5 Negative Behaviors of Food Staffs.................................................................................6
3.0 Importance of Customer Service...............................................................................................7
3.1 Building Customer Trust and Loyalty...................................................................................7
3.2 Enhance Brand Awareness and Improve Public Persona......................................................7
3.3 Scope for New Partnership....................................................................................................8
3.4 Strong Moral Values and Beliefs...........................................................................................8
4.0 Ways to Improve Service Quality and Productivity..................................................................8
4.1 Healthy and Organic Foods in Menu.....................................................................................8
4.2 Improved Food Quality..........................................................................................................9
4.3 Trained Restaurant Staffs......................................................................................................9
4.4 Attractive Offers and Discounts..........................................................................................10
5.0 Reflection Statement................................................................................................................10
References......................................................................................................................................12

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1.0 Introduction
Service marketing is the marketing strategy, which is concerned about selling anything
that is not tangible (Huotari & Hamari, 2017). Effective service marketing facilitates in
differentiating from one service organization from others in the market. This study will describe
the quality of service and customer experience of Tetsuya's restaurant. This restaurant is located
at the heart of Sydney and gets popularity for its varieties of cuisines for preparing different
types of foods. The restaurant is also popular for its natural seasonal foods provided to the
customers.
In this study, I will describe my experience at my dining at Tetsuya's restaurant. Mostly, I
faced a negative experience with the service of this restaurant. This study will describe the
service of the restaurant. The study will also highlight the reasons for which I was not happy
with the experience in the restaurant. Apart from that, the study will also assess the significance
of customer service for this particular restaurant. The ways in which the service quality and
productivity of the restaurant can be improved will also be described in this study. Furthermore,
a reflective statement will also be provided in this study, which will depict the value of the
Service Industry Marketing Unit.
2.0 Service Description and Reasons for Dissatisfaction
2.1 Service Description
Tetsuya's is the most popular restaurant in Sydney Australia and it is operated by
renowned chef of Australia. It offers aesthetic fine dining experience to the customers. The
cuisine of this restaurant is based on Australian cuisine, classic French cuisine and Japanese

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cuisine, which mostly use Australian ingredients (Tetsuyas.com, 2018). The restaurant is
refurbished a heritage listed site having being influenced with the traditional Japanese style of
creating serene dining enclave. It has gained extremely popularity for its famous signature dish
namely “Confit of Tasmanian Ocean Trout” (Tetsuyas.com, 2018). It is the most popular
photographed dish in the world. Apart from iconic French establishment, the restaurant has
gained its popularity bringing innovative style of fine dining cuisine to Sydney.
Tetsuya's mostly serves 10 courses of degustation menus. Such menus are unique and
usually prepared with natural seasonal flavors and freshest possible ingredients. Apart from
providing different types of dishes, the restaurant also offers matching wine with the dishes
(Grönroos, 2016). It offers most comprehensive wine list among all other restaurants located at
Sydney. The customers just have to order at the order taking table of the restaurant and the foods
will be delivered to the customers at their dine table (Cronin, 2016). The customers can pay
through both online and offline payment method.
2.2 Reasons for Dissatisfaction
2.2.1 Poor Quality Food
The first and foremost thing that the customers want from a restaurant is its quality of
food. High and customized quality of foods results in high level of customer service (Bridges &
Hofacker, 2016). As per 7P’s of service marketing theory, the quality of food can bring the scope
of fostering customization through offering them as per their tastes and requirements (Ganesh &
Haslinda, 2014). However, in case of Tetsuya's restaurant, I experienced low quality of foods,
despite of having different cuisines. Moreover, the quality of the foods of the restaurant was not
up to satisfaction level of the customers. Most of the time, the restaurant does not use fresh

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ingredients in preparing the foods, which is ultimately degrading the quality of the foods. In this
way, my experience with this restaurant was not satisfactory.
2.2.2 Poor Customer Service
Poor customer service is the prime reason for which the customers leave the restaurant
with no intension of returning (Grönroos & Gummerus, 2014). The wait staffs and greeters of the
restaurant must have to provide excellent customer service for leading high level of customer
service. As per Servqual model of customer satisfaction, the restaurant must have to meet the
customer expectations and perceptions of the customers for fostering high level of customer
satisfaction (Rust & Huang, 2014). However, in case of Tetsuya's restaurant, the wait staffs are
quite delayed in delivering the ordered foods at the dine table of the customers. Moreover, I had
to wait a long time to get delivery of my ordered foods. Hence, my dining experience with this
restaurant was not up to my satisfaction level.
2.2.3 Lack of Healthy Options in Menus
Contemporary customers are highly health conscious and mostly prefer healthy foods at
the restaurants (Vargo & Lusch, 2016). Most of the customers prefer to have organic foods at the
menu list of the restaurant for having a healthy and hygienic dining experience. As per Service
Triangle Theory, restaurants must prepare organic foods with advanced food preparation
mechanism and organic ingredients and provide them to the health conscious customers for
leaving a greater dining experience (Chandler & Lusch, 2015). However, in case of Tetsuya's
restaurant, it has lack of organic food items in the menu list. Moreover, such foods were not
much healthy and hygienic for my health. Hence, I was not mish happy with the dining
experience of Tetsuya's restaurant.

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2.2.4 No Attractive Discounts
Attractive offers and discounts play significant role in enhancing the level of customer
satisfaction even in a restaurant (Baron et al., 2014). As per the 7P’s of service marketing theory,
it can be said that attractive offers and discounts are highly crucial for service oriented
organizations to differentiate them from other competitors in the market (Panda & Das, 2014). It
also plays an important role in enhancing the loyalty level of the customers. However, in case of
Tetsuya's restaurant, I did not get any kind of offer and discounts on my billing. Lack of identical
offerings made me unhappy with the dining experience at this restaurant. Such lack of discounts
and offers will surely reduce the overall customer loyalty of the restaurant with decreased
customer satisfaction.
2.2.5 Negative Behaviors of Food Staffs
Smooth and warm conversation of the restaurant staffs with the customers builds a
significant part of increasing customer satisfaction. Moreover, rude behavior of the staffs with
the customers highly disrupts the overall satisfaction level of the customers (Bowen, 2016). In
case of Tetsuya's restaurant, the greeting staffs and wait staffs are not much interactive with the
customers. Moreover, the staffs are not much empathetic to the customer leaving an unpleasant
experience for the customers. I also faced negative experience with my interaction with the wait
staffs of the restaurant. Hence, my dining experience with the restaurant was quite disappointing.
Such customer service will hinder the overall enhancement of the customer satisfaction.

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3.0 Importance of Customer Service
3.1 Building Customer Trust and Loyalty
Contemporary customers can build trust upon a particular service organization and stay
loyal only when they get exceptional customer service. Hence, excellent customer service is
extremely important for Tetsuya's restaurant to build customer loyalty and customer trust.
Moreover, exceptional customer service will lead to high level of customer satisfaction leading
increased loyalty level for the customers (Wuenderlich et al., 2015). The customers can more
likely to repeat their visit in the restaurant, while they get overwhelming customer experience
from the restaurant staffs. Hence, excellent customer service is extremely important for
enhancing numbers of loyal customers leading repeat customer visit.
3.2 Enhance Brand Awareness and Improve Public Persona
The reputation of restaurants is always dependent upon the level of customer services
provided by the restaurant staffs. Hence, excellent customer service is highly valuable for
Tetsuya's restaurant to enhance the brand awareness and improve the public persona.
Overwhelming customer service increased the numbers of positive reviews for the customers
leading to enhanced brand reputation in the market over the competitors (Holmlund et al., 2016).
It can also solidify the minds of the customers to search for this restaurant at their first attempt.
Satisfied customers are always likely to refer their preferred products to their close persons.
Hence, satisfied customers through excellent customer service can lead to positive word of
mouth that can result in enhanced brand strength. Positive word of mouth effectively promotes
the brand value of the restaurant to the customers (Wieland et al., 2017). Hence, the restaurant

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can also reduce their overall advertising cost through enhanced positive word of mouth resulted
from overwhelming customer service.
3.3 Scope for New Partnership
Excellent customer service is always associated with enhanced reputation and brand
strength in the market. Tetsuya's restaurant can have huge potentiality of increased profitability
through increased customer visitation. Hence, more numbers of investors and partners will be
willing to invest in this restaurant with an intention of gaining high level of profitability.
Moreover, excellent customer service can be the most certain paves of the way in which the
restaurant can build powerful partnership collaboration leading to enhanced business
opportunities (Kumar, 2014). In this way, the restaurant can also perform long term profitable
business through excellent customer service.
3.4 Strong Moral Values and Beliefs
Exceptional customer service conveys a set of strong moral values and beliefs in the
mission of Tetsuya's restaurant. It adds values to the overall service quality of the restaurant. It is
an indicator of deeper desires to build more valuable service through resolving every issue of the
customers related to the restaurant. Strong moral values and beliefs also foster positive
perception among the customers regarding the service of the restaurant (Snyder et al., 2016).
Hence, it ultimately can encourage the customers to visit the restaurants more frequently.
4.0 Ways to Improve Service Quality and Productivity
4.1 Healthy and Organic Foods in Menu
Today’s customers are highly conscious about their health for leading a healthy and
hygienic life style. They are more likely to consumer healthy and hygienic food items even at

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visiting in any restaurant (Ostrom et al., 2015). Hence, Tetsuya's restaurant must include some
healthy and organic food items in their menu list, which will attract the attention of the health
conscious customers. In this way, the restaurant will be able to provide exceptional customer
service to the health conscious customers. Hence, the restaurant staffs must recognize the
changing expectation of the customers over the time. It will help the restaurant to be updated
with the changing customer expectation. Hence, the Tetsuya's restaurant will be able to provide
excellent customer service up to their satisfaction level.
4.2 Improved Food Quality
The customers of Tetsuya's restaurant often face negative customer experience due to
lack of fresh of ingredients in the food items. Hence, the restaurant should immediately be
concerned about quality of their food items for providing high quality customer service. As per
7P’s of service marketing, quality of service gives the service firms an opportunity to
differentiate them from other rivals in competitive market (Jaakkola et al., 2015). Moreover,
Tetsuya's restaurant should source all fresh food ingredients from the unique suppliers. It would
help the restaurant in preparing fresh and hygienic food items and provide them to the customers.
It this way, the restaurant can foster high level of service quality targeted towards increasing
customer satisfaction.
4.3 Trained Restaurant Staffs
One of the major reasons of poor service quality of Tetsuya's restaurant is its
unprofessional and negative approach of the staffs while interacting with the customers. Hence,
the restaurant should immediately focus on the area of customer and staff interaction. As per
Service Triangle theory of service marketing, the quality of service of a service firm can be
improved through perfect collaboration between the firm to employee and to customers (Bellin,

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2016). Moreover, the restaurant should provide specific customer service training to the
restaurant staffs on improving their customer service ability. In this way, the staffs will learn
about ways of interacting with the customers positively and empathetically. Hence, such
restaurant staffs will surely be able to provide overwhelming customer service during their
interaction with the customers leading to improved service quality.
4.4 Attractive Offers and Discounts
Discounted price always adds to the overall service quality of any service firm. It can be
founded that attractive discount and offerings lead to uniqueness in the overall service quality of
the restaurants (Anker et al., 2015). Hence, Tetsuya's restaurant should offer attractive discounts
and offers to the customers. It will lead to positive perception in the minds of the customers
regarding the service quality of the restaurant. Moreover, the customers will get more value for
their money while paying for foods they have consumed. Hence, the benefit seeking consumers
will be highly satisfied with such great service quality and encouraged to visit the restaurant
more frequently. In this way, providing offers and discounts contribute to the overall service
quality of the restaurant.
5.0 Reflection Statement
Service industry marketing unit has given me the idea of promoting economic activities
offered by the service organizations to the customers. I have learned that effective service
marketing is directly associated with making the service firms different from the other rivals in
the market. It helps in building strong relationship with the customers through improved quality
of service. I have learnt sever service marketing theories and models in this unit, which are like
7P’s of service marketing, service triangle theory, servqual model and others. Such model and

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theories have enhanced my service market knowledge a lot. Moreover, such knowledge gathered
from the unit was very much helpful to me during my internship in a restaurant of Sydney. I was
responsible for looking after the customer service department of the restaurant. Hence, service
industry marketing unit facilitated me a lot in applying such service marketing theories for
improved customer satisfaction. Apart from that, I have learnt several ways of resolving
customer issues for improving overall service quality of service firms. Such knowledge was quite
helpful for me, while I was doing my academic research paper on service marketing topic at my
university. The knowledge from Service industry marketing unit facilitated me in incorporating
effective theories and concepts in the research project. It also helped me to conduct the research
based on practical scenario leading to high quality academic research.