Service Marketing: Strategies For Enhancing Customer Satisfaction

Significance of service encounter

Discuss about the Service Marketing.

In all the service industries, the experience that the client has with the brand chooses its potential. The premise on which the brand would be reviewed would be the service experiences or the exposures of the client that they have in terms of communications with the brand.

In this way, for any service based associations, the organization should take a gander at enhancing the client benefits which are the main zones where there is a current communication with the client (Coffee Shop Ruled Related Business, Gift Shop Held Functionally Related Business, 2017

The chosen service organisation for the study is the Starbucks coffee shop in Australia.

Source: (Caudwell, 2011)

The above flow chart shows how different processes are carried out for providing the customer with a great servicing experience. All of these encounters would be directly including the client like taking the order, giving out the bill to him and asking for the feedback. Starbucks has to deal with these in an effective manner so that the service encounter becomes better. The service encounters have to designed in such a manner that

The businesses are able to change the neutral emotional encounters of clients which they have while entering the premises, into the positive one (Ventola, 2005). It is important to have a great service encounter so that business can build up a great reputation and on from the scene. That Eurasian or waiting line has impact on the encounter off client and the servicing start fasting sure that the client is made of Time taken for their order. This would make the clients to perceive a control on the proceedings. 

Every service interaction is an opportunity for Starbucks to show that their brand is the best and each off the positive encounter reinforces the brand image.  This way or that service and counter can make Starbucks to be the favourite brand of the customer. The business has to maximise the use of the service and counters in interaction with the clients and understanding of the demands, wishes so that the services can be offered accordingly (Fitch, 2011). The service and counter is important as it acts as an ideal platform to get the feedback from clients, based on which the necessary improvisations can be made as and when required.

The experience course alludes to a progression of experiences ideal from the time a client comes to take the service. The experience course can be vital as any experience can be basic, as it decides consumer loyalty and dependability (Schmenner, 1995). In case it’s the initial association of the client then the underlying collaboration will be the early introduction. In this way, these collaborations must be given significance, as they are basic and impacts client’s impression of the association. For instance, a client requiring the repair service may change to some other organization on the off chance that he is put on hold for quite a while or even treated impolitely. Regardless of the possibility that the specialized quality of that firm is unrivalled, the firm may not get an opportunity to substantiate themselves before the client. At the point when the client has had numerous communications with firm, each experience will be essential as it will make a consolidated picture of that firm. Numerous positive encounters will give a picture of “high calibre” and many negative encounters will speak to an awful picture. Mix of positive and negative connections will leave the client befuddled about the quality (Zhang, Dou and Chen, 2013).

Analysis of managerial Implications

It is proposed that not all experiences are similarly essential in building long haul relations. For each association, certain experiences can go about as a key to consumer loyalty. For instance, in a coffee shop setting, an investigation of clients uncovered that experiences with the servicing staff were more critical in anticipating the consumer loyalty (Hollis, 2002). As it is properly said “one rotten one can demolish the entire wicker bin of apples.” The same applies in this as well; one negative experience can push the client away, regardless of what number of experiences had occurred before. So a firm needs to give a considerable measure of significance to such experiences.

However a few experiences are more basic. For instance, a client who has been utilizing a coffee shop services for almost 15 years is very content with the service. He has a colossal store and many records. One fine morning, when he leaves the bank the guard approaches AUD5 for stopping charges of his car. He goes inside the coffee shop and advises the worker at the counter, who guides him to the officer. The officer guides him to the Manager, who says he is vulnerable as this is another approach of the coffee shop. The client who was so content with the coffee shop services chooses to switch to any other coffee selling outlet.

As stated above, the business must make use of the service encounters in attaining the customers in whole. Just like other practices, the encounters in the service industry can’t be reviewed only on the basis of any method medical calculations. There are various qualitative aspects which also influence the service encounters. The managerial implications that these encounters can have might be straightforwardly impacting the return on investment and market shares. This is so because the encounters have direct impact on the clients’ decision regarding the brand. This holds good particularly in the example of hospitality brand where the trust is important and most of the businesses are formed on basis of word of mouth. Generally all the coffee shops of present-day are similar but they can excel or do better then others in terms of the services being offered. The management has to be aware of different service interactions that the clients will have while placing order or while handling any transaction.  This way the management must be clear on what all can have impact on the clients in a negative way. The improvements have to be done to ensure that the clients get to know of the completeness of the procedure former the time taken and quality that would be ensured so that there is no ambiguity (Giesbrecht, Schwabe and Schenk, 2016).

This makes the management clear on what all can have impact on the clients in a negative way. The improvements have to be done to ensure that the clients get to know of the completeness of the procedure former the time taken and quality that would be ensured so that there is no ambiguity (Hanser, 2012).  This way the management can get assistance in reduction of the expenses and efforts which can be there due to reworking. The lesser of reworks and lesser of ambiguity will bring in higher satisfaction. 

Starbucks can also make use of these encounters to up-sell different services that are offered by. There has been adequate and lots of systems and checking developments by other businesses to manage the demand and requirements of the business however very less effort has been there for implementing the same in an effective manner. When the psychological dimension is added to the service sector then it would increase the brand loyalty and clients who are contented and delighted with the service will actually reference the same to additional clients so that a great brand image can be played. Also the Internet transactions where the clients do not have direct involvement have to be considered in order that the complete service encounter is a great one and in an organised manner. The businesses are nowadays putting in lots of money for promotion of the brand by different channels, in case they manage to make their service part to be the best then they can actually do the minds of clients with very less expenditures and that also for a huge time span.

Conclusion

For service associations the communication between front?line work force and the client is essential as they intend to make superb service experiences (Svensson, 2004). Much research has concentrated on attempts by associations to teach the “right” sort of disposition in their front?line workers. This is the perfect open door for the organizations in guaranteeing that they leave a positive effect with the clients. This task would be taking a gander at the effect that service experiences have on hospital industry by taking a genuine circumstance that occurs in Starbucks and the path in which these can be handled.

References

Caudwell, J. (2011). Starbucks in the Stacks. The Serials Librarian, 61(3-4), pp.321-322.

Coffee Shop Ruled Related Business, Gift Shop Held Functionally Related Business. (2017). Bruce R. Hopkins’ Nonprofit Counsel, 34(5), pp.4-4.

Fitch, K. (2011). Developing professionals: student experiences of a real-client project. Higher Education Research & Development, 30(4), pp.491-503.

Giesbrecht, T., Schwabe, G. and Schenk, B. (2016). Service encounter thinklets: how to empower service agents to put value co-creation into practice. Information Systems Journal, 27(2), pp.171-196.

Hanser, A. (2012). Class and the Service Encounter: New Approaches to Inequality in the Service Work-place. Sociology Compass, 6(4), pp.293-305.

Hollis, S. (2002). Capturing the Experience: Transforming Community Service into Service Learning. Teaching Sociology, 30(2), p.200.

Schmenner, R. (1995). Service operations management. Englewood Cliffs, N.J.: Prentice Hall.

Svensson, G. (2004). A customized construct of sequential service quality in service encounter chains: time, context, and performance threshold. Managing Service Quality: An International Journal, 14(6), pp.468-475.

Ventola, E. (2005). Revisiting Service Encounter Genre – Some Reflections. Folia Linguistica, 39(1-2).

Zhang, S., Dou, W. and Chen, J. (2013). A service evaluation method for cross-cloud service choreography. Concurrency and Computation: Practice and Experience, 27(9), pp.2373-2389.