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Key Aspects For Service Marketing

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Question:

Discuss about the Service Industry.
 
 

Answer:

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.

Figure: 1. Front stage flowchart

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.

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 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 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

 

References

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.

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.

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