The paper entitled "Recovering Customer Loyalty When Things Go Wrong" is a perfect example of a Marketing Assignment. Developing customer loyalty is key for any business to maintain its competitive edge in the market and enhance its profitability in today’ s demanding and competitive business environment. In order for businesses to develop customer loyalty, they have to focus on building and maintaining long-term relationships by providing quality services that meet the needs and expectations of their customers. Although many businesses acknowledge the significance of developing good relationships with their customer’ s through the provision of quality services, it is not always clear how they can develop and maintain customer loyalty (Mattila, 2001; Price, Arnould & Tierney, 1995).
Nevertheless, a critical review of relevant literature in service and relationship marketing depicts that the quality of a service encounter determines whether or not customers develop loyalty to a particular service provider (Jayawardhena, Souchon, Farrell & Glanville, 2007; Noone, & Matilla, 2009). Basically, an extended service encounter is a customer’ s actual interaction with a service provider over a longer period of time, often lasting for more than 30 minutes (Price et al, 1995; Noone, & Matilla, 2009).
In this paper, I will present a reflective journal accounting of my personal experiences in relation to multiple extended service encounters with Gloria Jean’ s Coffee House on Callaghan campus, Newcastle University. Gloria Jean’ s Coffees is an Australian coffee company with over 1,000 coffee houses in 39 countries around the world. In Australia, the company has over 460 coffee houses including 14 in Newcastle and one next to Callaghan campus (Gloria Jean’ s Coffees, 2012b). The coffee house in Newcastle sells and serves a wide range of espresso coffee drinks, specialty teas, whole bean coffees, cold drinks, coffee accessories, and pastries Gloria Jean’ s Coffees, 2012).
In this reflective journal, I will describe my extended service encounters with Gloria Jean’ s Coffee House on the Callaghan campus, Newcastle University. In this case, I will describe what happened and how I felt every time I visited this coffee house. Moreover, I will analyze my experiences and evaluate each service encounter at this coffee house based on a particular set of criteria. The criteria that I will use to evaluate each service encounter include credence qualities, high involvement and people processing features as depicted by Shamma, Dyer & Liebrenz-Himez (2011).
In addition to this, based on my multiple service encounters with Gloria Jean’ s coffee house in Newcastle, I will identify three main areas of dissatisfaction and provide several justified recommendations for improvement. On May 10, 2012, my service encounter with Gloria Jean’ s Coffee House at Newcastle University was extremely frustrating due to the excessive time I spent queuing on the line and waiting for my coffee order to be delivered.
On this day, I was rushing a group meeting next to the library for a group discussion but I decided to stop for a cup of coffee. I expected that I would spend about 15 minutes at the coffee house. I entered the coffee house, found a long queue, but I expected that the queue would move fast. However, I was disappointed that even after queuing for approximately 10 minutes, I was yet to reach the counter since the queue was moving very slow. Perhaps my expectations were too high but I expect that cashiers should process customer orders as fast as possible.
I must admit that I almost lost my patience and walked out but considering the fact that the coffee house was a bit crowded and Gloria Jean’ s Coffees are made from scratch after every order, I decided to wait a bit longer. When I finally got to the cashier, I ordered a Caffé Latte, this is one of my favorite coffee blends consisting of espresso and steamed milk. After waiting for about 5 minutes, my order finally came.
From the onset, it seemed that the waiter had brought a Caffé Latte however, after tasting the coffee, I realized that what was brought was not what I ordered. The waiter had brought a Cappuccino rather than a Caffé Latte. I was dissatisfied with the service since I had to queue and wait for about 15 minutes only to get the wrong order. Since I was in a rush and could not wait any longer, I decided to drink the Cappuccino.
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