Mkt203 Services Marketing | Service Assessment Answers
Questions:
The purpose of this individual scenario analysis is to develop students’ skills in applying relevant service marketing analysis tools. This will enable students to apply learned marketing theories and concepts to a ‘real world’ business case within a safe learning environment.
Individually you are required to choose a service brand that you have recently transacted with and prepare:
Answers:
Introduction
Service marketing is essential for the success of an organisation so that the satisfaction of the customers can be maintained. According to Pollitt, Birchall and Putman (2016), service marketing in every organisation is essential for maintaining the loyalty of the customers. The assignment focuses on Starbucks a successful company that provides classic coffee to the people all over the world. Blueprint of the services provided by Starbucks is provided along with the application of service diagram of the company. A personal account is provided that describe the experiences at Starbucks.
Describing a service diagram
Services provided in a hospitality sector are essential for the satisfaction of the customers. In the case of Starbucks, the company provides its customers with three fundamentals that are essential for its success. These three factors include the core service, augmented service and the supplementary service. The core service provided by Starbucks consists of excellent coffee. Variety of coffee is served by the restaurant that helps in gaining the loyalty of the customers. At the same time, it provides free wifi as a supplementary service and helps customers by providing them with an opportunity to conduct business meetings. The augmented service of Starbucks is that along with coffee, it provides edible food items so that the customers does not be content with only coffee. As stated by Müller et al. (2016) stated that this could be considered as one of the reasons for the success of Starbucks in the global world.
Figure 1: Service diagram of Starbucks
(Source: Created by author)
Providing a service blueprint
The service blueprint of Starbucks can be described by providing a personal account of the experiences gained. While on my way to work, I happened to pass a Starbucks store and I had the curiosity of visiting the store. Upon reaching the store, I was welcomed by the employees and offered a seat. I placed my order at the counter and received a discount of 10% as I the restaurant had a certain offer going on at the time. I had gained my order within 20 minutes which I personally fell was longer given the fact that I had ordered a simple cup of coffee. Therefore, I can state that this is one part of the service that failed and can be provided with a negative point. Overall, the experience was good as the quality of coffee is excellent and the service offered by the people is splendid. Hence, a picturesque diagram can be provided for a better understanding of the service.
Figure 2: Service blueprint of Starbucks
(Source: Created by author)
Conclusion
It can be concluded that due to the presence of these services Starbucks is regarded as one of the best coffee service restaurant in the world. The manner in which the employees assist the people ensures that the company values customers. The service blueprint provides an idea about the advantages as well as the limitations that the company have that play an important role for its improvement in the business market.
Bibliography
Bach, S., and Bordogna, L. (Eds.). 2016. Public service management and employment relations in Europe: Emerging from the crisis. Routledge.
Chen, R., Bao, F. and Guo, J., 2016. Trust-based service management for social internet of things systems. IEEE transactions on dependable and secure computing, 13(6), pp.684-696.
Gummesson, E. 2014. Productivity, quality and relationship marketing in service operations: A revisit in a new service paradigm. International Journal of Contemporary Hospitality Management, 26(5), pp.656-662.
Müller, O., Junglas, I., Debortoli, S., and vom Brocke, J. 2016. Using text analytics to derive customer service management benefits from unstructured data. MIS Quarterly Executive, 15(4), pp.243-258.
Pollitt, C., Birchall, J. and Putman, K., 2016. Decentralising public service management. Macmillan International Higher Education.
Ryan, C. 2015. Trends in hospitality management research: a personal reflection. International Journal of Contemporary Hospitality Management, 27(3), pp.340-361.
