Nonna’s is a famous restaurant of harbor town of Australia. It is situated at Harbour Town in Australia. They offer various types foods to their customers and their customer service quality is as good as the behavior of the staffs of Nonna’s restaurant (Nonna's Restaurant. 2017). They try to maintain the hygiene that is the most important thing to run the restaurant. Poor hygiene can bring the food poisoning that may cause of the loss of loyal customers. The main strength of the restaurant is the beautiful location. They provide good quality foods to the customers that make the restaurant famous. It became the icon of the Gold Coast. They provide three types meals in their restaurant such as breakfast, lunch and dinner. However, Nonna’s became the brand of Gold Coast. Moreover, the customers mainly rely upon the brands as it rivets better control with the dominance of market over the rivals. The strategic brand management can help the restaurant to create the large customer base for the restaurant to amidst the competitors. The management of Nonna’s should be careful about the brand awareness. This will help the customers to achieve knowledge regarding the products and services. The main motto of the restaurant is to provide delicious and healthy foods to the customers so that they can enjoy the eating together with their family. The atmosphere of the restaurant provides great pleasure to the customers and attracts them. The tag line of Nonna’s is “Eat better, Drink happy’ (Nonna's Restaurant. 2017).
The purpose of the study is to check the management and marketing strategies of Nonna’s to attract the customers. The recent study is important from the earning perspective that they provide a deep insight in the concepts and values of the customer service. To achieve the customer satisfaction, the management of the restaurant needs to be more careful. They need to look into the marketing and servicing system of the business. Grand and Jonas (2012) mentioned that in case of gaining the customer satisfaction, it is necessary to make proper strategies. The management of the business needs to focus on the branding as the customers like the brand products. They need to make plans to impress the customers so that they come repeatedly. The employees always should help the customers and keep their promises. The advertisement and marketing of the business needs modification that the management needs to look into (Vaz and Mansori2013). The eye-catching advertisement helps to attract the customers that can increase the number of customers. They can offer various offer on the special days and can make special dishes for the customers that will help the business to gain the customer satisfaction. They can change the representation style of the dishes that will attract the customers and help to gain the customer satisfaction (Bruns-Smith et al. 2015). Moreover, the employees need to communicate with the customers to know their perceptions. The employees can ask the customers about to provide suggestion to make the service quality better. In view of Blut et al. (2015), in such way Nonna’s restaurant can achieve the customer satisfaction again.
The client satisfaction is necessary in case of running a restaurant. Customer service plays the equal parts in the communication and genuine attention. The customers need to feel free and comfortable in the restaurant. The staffs need to treat the customers with care and respect by providing exciting and excellent meals. This will help to retain the customer satisfaction and this will increase the reputation of the business. For the research, the research participants will be withdrawn from the restaurant. Only the domestic guests will be chosen for the study. The inclusion criteria of the participates will be that they need to be the permanent residents of the geographical country border of the Australia. The research study will take at least 3 months to collect the data and for the data analysis. The research study will be conducted in the winter season from June-August, 2017.
At present, Nonna’s is reducing the satisfaction of the customers via the services because they repeat the same food every day, which make the customers unhappy. The customers prefer variety in the products and services. The revenues and the market share of Nonna’s are falling and the competitors are getting the advantage to grow. The recent study aims to examine the influence of the marketing and management on the customer satisfaction. Nonna’s in recent days are not able to meet the quality service to the customers. The customers want variety in foods, which they are not getting.
The research objectives are as follows:
In view of Ennew, Binks and Chiplin (2015), customer service refers to the service that the customer receives from a business. The business provides the services in exchange of money. The business management needs to be loyal before, during and after providing the services. On the other hand, Amin et al. (2013) opined that the service of a business can be healthy or poor that is depend on the customers. Only the employees can make a strong relationship with the customers that help to retain the customer services. Strong customer services include the response on time and provide good quality of foods and proper communication with the customers. On the other hand, bad service refers to the delay in response, rude behavior with the customers and poor communication with the customers (Koshki, Esmaeilpour and Ardestani 2014). This can negatively affect the customers. The employees should behave with the customers politely and handle the customers with properly. The employees need to help the customers whenever they need. This will help the customers and they will attend the restaurant again.
The service quality refers to the variables that are related to the customer services. Strong service quality of a business shows that it meets the expectations of the customers successfully and thus gain the competitive perimeter over the competitors. As stated by Han and Hyun (2015), customer services needs to have favorable and high standards always. It helps in providing the business with the favorable identity from the customers. Thus, customer services have definite levels that are attached to them. Izogo and Ogba (2015) points out that every business desires in achieving service quality since it is able to regulate, manipulate and manage expectations as well as the grievances of their customers. Bruns-Smith et al. (2015) mentioned that the customer satisfaction conforms the expectations of the client. This often provided to the customers to gain the customer satisfaction and improve the service quality. This will help to identify the problems of the business and assess the satisfaction of client.
According to Pishgar (2013), customer satisfaction refers to emotional condition of the mind of the customer that can be attached with the satisfying product and service. Customer satisfaction can be the level to which the consumers like the product and facilities that the business provides. The satisfied customers tend to purchase from a particular business repeatedly as their services and products provides benefits to the customer considerably. Andukuri (2014) supported the statement and commented that the extended customer satisfaction may occur when the business maintains the standards of products for a long time. Customers get satisfaction when the business meets their expectations. Sometimes, the business can produce products and go too far for the customer expectations. Such instances can form strong relationship in between the customers and restaurants. The management of the business needs to focus on the branding as the customers like the brand products. They need to make plans to impress the customers so that they come repeatedly.
SERVQUAL is a model that helps to explain the customer satisfaction and emphasizes the dodges in expectations of customer and their experiences. Vaz and Mansori (2013) explained that there are some rationales in the wake of the gaps that can be identified via this model:
Gap-1: Between Company’s Perception and Customer Expectation: the gaps can occur when the business does not understand services, which they need to provide to their customers so that the customers become satisfied with the actions of the formers.
Gap-2: Between Company’s Perception and Service Quality Requirements: Faults can be identified when the business can recognize the needs of their customers, yet cannot identify paths to meet out services.
Gap-3: Between Service Quality Requirements and Service Liberation: Sometimes the company might provide sufficient services to their customers (Rahman et al. 2012). However, their service quality might not be good, resulting in dissatisfying customers.
Gap-4: Between Service Delivery and Communications of Company: Customers can be satisfied much when the business informs them about the actions the business that is taken to make the customers satisfied. However, absence of proper communication leads to gap formation. Therefore, proper communication is necessary that will help to reduce the gaps and provide the customer satisfaction to the customers as well as the employees.
Gap-5: Between Service Expectation and Received Service: Due to improper course of actions, customer prospects concerning services are not convened. This kind of services, the customers can receive from the business, which do not equivalent to their expected consequently, standards, decreasing and abolishing customer satisfaction (Rahman et al. 2012).
Pishgar (2013) pointed out that the customer services affect the customer satisfaction largely. Appropriate customer service instills a sense of trust and satisfaction within the customer so they can be loyal to that particular restaurant. Large standards of post-purchase consumer service offer relief to the customers at the time when the customer state grievance. Helpful customer service can strengthen the customer that is associated with the business, favoring the consistency in the sales. Therefore, business, which is targeting to satisfy the customers, needs to ensure that they have already met all the actions of quality services on behalf of their customers. However, in food industry, convention of both the ends becomes a major issue as they often show the problems in servicing features of their products (Andukuri 2014). The present study identifies the scope of research from the outlook of reducing these challenges and supplementary the industry to satisfy the customers via superior services. Moreover, the customers mainly rely upon the brands as it rivets better control with the dominance of market over the rivals.
Amin, M., Yahya, Z., Ismayatim, W.F.A., Nasharuddin, S.Z. and Kassim, E., 2013. Service quality dimension and customer satisfaction: an empirical study in the Malaysian hotel industry. Services Marketing Quarterly, 34(2), pp.115-125.
Andukuri, R. (2014) Analysis of Customer Perception, Expectation and the Service Gap. Saarbru?cken: LAP LAMBERT Academic Publishing
Blut, M., Frennea, C.M., Mittal, V. and Mothersbaugh, D.L., 2015. How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), pp.226-229.
Bruns-Smith, A., Choy, V., Chong, H. and Verma, R., 2015. Environmental sustainability in the hospitality industry: Best practices, guest participation, and customer satisfaction.
Chris, A. (2012). Customer relationship management and customer satisfaction. African journal of business management, 6(22), pp.93
Ennew, C.T., Binks, M.R. and Chiplin, B., 2015. Customer satisfaction and customer retention: An examination of small businesses and their banks in the UK. In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference (pp. 188-192). Springer International Publishing.
Grand, S. and Jonas, W. (2012), pp.17. Mapping design research. Basel: Birkhauser
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Izogo, E.E. and Ogba, I.E., 2015. Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), pp.250-269.
Koshki, N., Esmaeilpour, H. and Ardestani, A.S., 2014. The study on the effects of environmental quality, food and restaurant services on mental image of the restaurant, customer perceived value, customer satisfaction and customer behavioral intentions:(Case study of Boroujerd's restaurants). Kuwait Chapter of the Arabian Journal of Business and Management Review, 3(10), p.261.
Nonna's Restaurant. 2017. Home. [online] Available at: https://www.nonnasrestaurants.com.au/ [Accessed 17 Apr. 2017].
Pishgar, F. (2013). The Impact of Product innovation on Customer Satisfaction and Customer Loyalty. Kuwait Chapter of Arabian Journal of Business and Management Review, 2(5), pp.135-142
Rahman, M., Khan, A. and Haque, M. (2012). A Conceptual Study on the Relationship between Service Quality towards Customer Satisfaction: Servqual and Gronrooss Service Quality Model Perspective. ASS, 8(13),pp.123-214
Vaz, A. and Mansori, S. (2013). Application of SERVQUAL Model. IES, 6(4), pp.78-90
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