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Principles of Service Marketing and Management_3

Tham khảo tài liệu 'principles of service marketing and management_3', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER SEVEN THE SERVICE PRODUCT 155 Act I Starting the Service Experience Act I begins with the customer making a reservation an interaction conducted by telephone with an unseen employee. In theatrical terms the telephone conversation might be likened to a radio drama with impressions being created by the speed of response tone of the respondent s voice and style of the conversation. Once the customers arrive at the restaurant the stage or servicescape includes both the exterior and interior of the restaurant. From this point on front-stage actions take place in a very visual environment. Restaurants are often quite theatrical in their use of physical evidence like furnishings decor uniforms lighting and table settings they may also employ background music to help create an environment that matches their market positioning. By the time our customers reach their table in the dining room they have been exposed to several supplementary services including reservations valet parking coatroom cocktails and seating. They have also seen a sizeable cast of characters including five or more contact personnel and many other customers. Standards that are based on a good understanding of guest expectations should be set for each of these service activities. Below the line of visibility the blueprint identifies key actions that should take place to ensure that each front-stage step is performed in a manner that meets or exceeds customer expectations. These actions include recording reservations handling customers coats delivery and preparation of food maintenance of facilities and equipment training and assignment of staff for each task and use of information technology to access input store and transfer relevant data. Identifying the Fail Points Running a good restaurant is a complex business and much can go wrong. The most serious fail points marked by Q. are those that will result in failure to access or enjoy the core product.They involve the reservation Could the .