Mkt203 Services Marketing For Professional Assessment Answers

A service offering includes the set of the services commitments which uniquely define the level of service is related to the scope, availability and the pricing. Grill’d ensure that they offer the healthy burgers to their customers (Powell & Nguyen, 2013). In simple words, the service of fast food is effectively done by the company. These services are segmented into core services, supplementary and the augmented services. The below given is the diagram of the service offering that is offered by the Grill’d to their customers.

Service offering diagram 

The service offering diagram reflects the different types of services that are offered by the company to their customers which include the core services, supplementary services and the augmented services. The explanation for the same is given below: -

Core services

The core service that is offered by the Grill’d company include the delicious food with quality. The quality of the products is one of the effective services that the company offer to their customers especially in terms of the burgers which is the main product of the food chain.  

Supplementary services

The supplementary services include the service-related activities that offer the support to the core services (Kauppinen-Räisänen & Grönroos, 2015). Grill’d supplementary services are given below: -

• Reservation: - The customers at the food chain outlets can make the reservation for their tables for the regular visit as well as for the occasion or party.
• Parking services: - Customer needs space where they can park their vehicles when they visit the outlets of Grill’d.
• Billing services: - The billing services are available at the location with the help of which they can easily share their needs and requirements. This will help them in making the bill easily at the store for their ordered products (Boo, 2017).
• Free Wi-fi services: - Grill’d outlets offer the free Wi-Fi services to their customers which is considered as one of the essential services which attract the customers towards the store.
• Cashier services: - Grill’d cashier services are effective as they ask for the payment at the time when they make the bill for the products.

Augmented services

The augmented services include the value-added services which are provided by the company to their customers. These services are: -

• Effective communication with customers: - Employees of Grill’d ensure they speak less and effectively with the customers who are visiting the outlets as this is the way they can deliver the delight experience to their customers.
• The atmosphere of outlets: - The atmosphere of the outlets remains peaceful and enjoyable for the customers.
• On time delivery: - Grill’d customer ensure that they are able to deliver the food on time which helps the customers in getting the attractive services.
• Entertainment facility: - The entrainment facilities are available for the kids and youth who visit the outlets.

Service blueprint 

A service blueprint is one of the operational tools that helps in offering the guidance related to the way through which the services are offered to the customers. Grill’d company is following the numerous steps of the processes which are followed by the company for delivering the services to the customers (Pöppel, Finsterwalder and Laycock, 2018). The service blueprint of the Grill’d company is explained with the help of the diagram which is given below.  

The service blueprint diagram reflects the different process which is conducted by the company in different processes. The different stage includes: -

• Physical evidence: - The physical evidence includes the external appearances of the outlets with the menu on the counters. Along with this, the discounts are also displayed on the board which helps in making the order.
• Customer actions: - The customer performs the set of steps when they make the plan for the visit the outlets (Rashid, et.al, 2015). The initial step is arrival at the store and then makes an order with the menu that is displayed on the board. Then customer places an order and makes the payment in which they get the receipt and wait for the order. Then the customer can receive the burgers and drink.
• On-stage employee contact: - When the customer visits the place they greet the customer and take their orders. The employees of Grill’d print the receipt of payment and hand it over to the customers.
• Back-stage employee action: - The employees who are performing they obligation at the backstage they look on the screen for the new orders by the other customers and along with this prepare the food for previous customers (Grill’d, 2018).
• Support processes: - The payment system is a support system which is implemented by the company.

This show the exact processes of the company through which they can offer the services to their end customers. Each and every outlet of the Grill’d is following the same sort of the steps through which they can offer the services.

Conclusion 

In the end, it can be concluded that the Grill’d company ensure that they are offering the effective services to their customers. The services which are offered to the customers are explained with the help of the service offering diagram which reflects the three different types of services. In addition, the step by step process through which the services are delivered to the customers is also explained in the assessment related to the Grill’d company. This is one of the reasons behind the success of the company. 

References 

Boo, H. V. (2017). Service environment of restaurants: findings from the youth customers. Journal of ASIAN behavioural studies, 2(2), 67-77.

Grill’d. (2018). Grill’d [Online]. Available from: https://www.grilld.com.au [Accessed on 15^th August 2018]

Grill’d. (2018). What We're About [Online]. Available from: https://www.grilld.com.au/ [Accessed on 15^th August 2018]

Kauppinen-Räisänen, H., & Grönroos, C. (2015). Are service marketing models really used in modern practice?. Journal of Service Management, 26(3), 346-371.

Lovelock, C. and Patterson, P. (2015) Services marketing. Australia: Pearson.

Pöppel, J., Finsterwalder, J. and Laycock, R.A. (2018) Developing a film-based service experience blueprinting technique. Journal of Business Research, 85, pp.459-466.

Powell, L. M., & Nguyen, B. T. (2013). Fast-food and full-service restaurant consumption among children and adolescents: effect on energy, beverage, and nutrient intake. JAMA pediatrics, 167(1), 14-20.

Rashid, I. M. A., Rani, M. J. A., Yusuf, B. N. M., & Shaari, M. S. (2015). The Impact Of Service Quality And Customer Satisfaction On Customer's Loyalty: Evidence From Fast Food Restaurant Of Malaysia. International Journal of Information, Business and Management, 7(4), 201.