Gsbs6015 Services And Relationship Marketing Assessment Answers

Answer:

The chief focus of the service management is to ensure effective interaction between the employees and the consumers of an organization. his standpoint holds that the value of the “service experience” is decided by the purchaser during this “service encounter” that happens in the “front stage.” Consumer satisfaction is a crucial aspect of business since it has major contribution to the revenue of an organization. The purpose of this report is to maintain as well as enhance the satisfaction of the consumers of Café 63. The service concept as well as the strategies which are adopted by the mentioned café is elaborated in the following paragraph in a detailed manner so that the capability of the restaurant can be analyzed in detail. A flowchart of both back stage as well as front stage operation of the business has been provided in this essay. With the help of the mentioned flowchart, the significance of the service encounter as well as the managerial implication has been explained. The service encounter is provided to access as well as analyze the capabilities of the employees with respect to the quality of service provided to the consumers. The purpose of the managerial implication is to help the management to implement necessary steps that are required to eradicate the loopholes and enhance the yearly revenue of the organization.

Back stage and front Stage Flowchart

Explanation of significance of the service encounters

From the analysis of the service that is provided by Cafe 63, it has been perceived that this cafe provides the best services in the existing market. Due to this reason, the Café has gained popularity among the restaurants in Brisbane and was at its peak. This is was the primary reason behind the impetus to grow and expand itself in Melbourne (Elmada? and Ellinger 2018). Therefore it is required to understand that how this Café provided services, which were able to highlight the system that was followed during the services as well as at the end of the session of the service. The steps are as follow:

1. The customers who came in were greeted with warmth by the doorman and by the staff present at the service counter (Han, Bonn and Cho 2016).
   
   
2. Next the waiter comes forward to enquire regarding the number of members in the party, based on which accommodation will be provided and the customers will be directed towards their seat, followed by the presentation of the menu.
   
   
3. Ample time is provided to the customers so that they can decide on their orders. Initially the customers are provided with a glass of water and are often enquired if they prefer tap or sparkling water (Hill 2017).
   
   
4. Next the waiter comes forward to confirm the orders. Often there are queries like what are the specials of the day.
   
   
5. After this the orders to the customers are considered (Jeon and Kim 2016).
   
   
6. In case the customers have ordered coffee or any such beverages, the waiter approaches to ask for a refill according to the satisfaction of the customers.
   
   
7. While the food is served, the staff approaches the customers in order to enquire about the quality of the food that they have served. They also make sure to ask if tey want to order anything else from the menu.
   
   
8. A final check is done in order to enquire if the customers need anything else. If not, the customers often ask for the bill.
   
   
9. The bill is served to the customer along with the feedback form which is needed to be filled for future purpose (Kraak and Holmqvist 2017).
   
   
10. The change of the bill is offered following the a farewell to the consumers
    
    
11. After the bill payment is done with, the staff makes sure to check the utensils are removed or if the customers have left anything in the restaurant.
    
    
12. After the customers are done with their eating, a thorough procedure is maintained for the cleaning of the utensils.
    
    
13. After the customers have left and cleaning is done, a fresh tablecloth is spread on the table if it is required.

Therefore from this, it is very well perceived that level of enthusiasm along with dedication that is shown by the staff and management of Café 63 has led to the success of the café in the market (Lee2016). The level of attention that has been shown towards the customers by the staff should be maintained at all times so that the customers are satisfied at all times. This is the reason that during the service hours, the restaurant remains filled with customers and each individual customer have different requirement of food. Therefore care should also be taken of the adjust capacity and dedication of the staff need, that needs to be upheld at all times (Shin, Hur and Oh 2015).

Analysis of managerial implications 

According to researchers, a key source of consumer satisfaction at restaurants is provide by service personnel. Thus it can be said that it is the duty of the management to ensure that the employees are highly trained so that they can provide effective consumer service and thus consumer satisfaction can be obtained (Alhelalat, Ma’moun and Twaissi 2017). In Café 63, it is the responsibility of the staffs at the service counter or staffs who greet the consumers to ensure consumer satisfaction. These staffs need a variety of skills as the duty of these individual are diverse depending upon the present job stage which they requires to adopt (Cafe63.com.au 2017). Hence the management should provide effective training to the employees. The train schedule should include effective communication skills along with appropriate gestures.

It is quite important to implement a quality management model in order to deliver quality services from the organizations that needs to be maintained. For understanding quality services, the implementation of SERVQUAL model helps to analyse the services (Hur, Moon and Jun 2016).

The structural implications need to involve a proper organizational structure which in turn manages the effective service of the food. In order to ensure proper services, proper training needs to be provided so that the standards of service are improved. Worker action needs to be made conscious by delegating roles that are crucial for the satisfaction of the consumers as well as for assessing the satisfaction of the employees (Baker 2014). There is a need to observe special occasions and national holidays by decorating the restaurants with themes to make the restaurants look attractive so that the audiences are attracted like in events of Christmas. It is very important to collect the feedback of the customers, which needs to be collected at every level, in order to ensure that there is an alignment of the services of the restaurant with the changes that made in the interest of the customers.

Conclusion:

From the above discussion it can be concluded that the mentioned organization posses the potential to enhance its yearly revenue by implementing the above discussed managerial strategies. Firstly, the mentioned café needs to ensure that the service level which exists in the cafe is kept in a constant manner so that different departments that include marketing as well as human resources can be complemented.  Along with that, extent of the value of each of the service components needs to performed so that any issue related to it can be resolved. Finally, it can be said that for a restaurant like Café 63 it is crucial to evaluate every aspect of its operation system in order to ensure an effective consumer-Management relationship.

References

Alhelalat, J.A., Ma’moun, A.H. and Twaissi, N.M., 2017. The impact of personal and functional aspects of restaurant employee service behaviour on customer satisfaction. International Journal of Hospitality Management, 66, pp.46-53.

Cafe63.com.au 2017, Our menus. [pdf], Viewed 26 July 2018, https://www.cafe63.com.au/wp content/uploads/2018/05/

Elmada?, A.B. and Ellinger, A.E., 2018. Alleviating job stress to improve service employee work affect: the influence of rewarding. Service Business, 12(1), pp.121-141.

Han, S.J., Bonn, M.A. and Cho, M., 2016. The relationship between customer incivility, restaurant frontline service employee burnout and turnover intention. International Journal of Hospitality Management, 52, pp.97-106.

Hill, T., 2017. Manufacturing strategy: the strategic management of the manufacturing function. Macmillan International Higher Education.

Jeon, H.M. and Kim, J.S., 2016. Exploring Job Attitude of Service Employee and Its Impact on Customer Orientation in the Food Industry. Culinary Science & Hospitality Research, 22(6), pp.87-97.

Kraak, J.M. and Holmqvist, J., 2017. The authentic service employee: Service employees' language use for authentic service experiences. Journal of Business Research, 72, pp.199-209.

Lee, H.J., 2016. Effects of public-service employee age and performance of emotional labor on job pride. Social Behavior and Personality: an international journal, 44(8), pp.1339-1348.

Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher Education.

Hur, W.M., Moon, T. and Jun, J.K., 2016. The effect of workplace incivility on service employee creativity: the mediating role of emotional exhaustion and intrinsic motivation. Journal of Services Marketing, 30(3), pp.302-315.

Shin, I., Hur, W.M. and Oh, H., 2015. Essential precursors and effects of employee creativity in a service context: Emotional labor strategies and official job performance. Career Development International, 20(7), pp.733-752.