The paper “ Gordon Street Garage - Promotional Strategies, Managing Supply and Demand, Customer Satisfaction, Perceived Value, and Customer Retention Efforts” is a meaningful version of the case study on marketing. Gordon Street Garage which looks to work in the service industry has to focus on specific areas and have to develop a process through which customer satisfaction can be maximized. This requires that the employees looking to work on behalf of the service provider should look towards maximizing the satisfaction level of the customers and should look towards understanding the customer needs.
This increases the role and importance of the front line employees as they are the ones who come in direct contact with the customers and have to ensure that they understand the customer requirements in the best possible manner. Understanding the customers will ensure that the service provider is able to develop its services in such a manner that it focuses on satisfying the needs and requirements of the customer. The role of front line service provider will be of immense importance as they are the ones who will come in direct contact with the customers and if they are able to understand the customer and pass on the correct message to the management than the required changes can be done so that better services are further provided to the customers (Cateora, Mary & Graham, 2009). The organization has given special emphasis on the required area and has provided the required training to the employees who will help to ensure better service and match the requirements of the customers (Laric & Lynagh, 2009).
This clearly highlights that the script for the service provider especially those working on the front line has been well-drafted and designed and will have a positive role in shaping the overall performance of the employees. Gordon Street Garage has further ensured that the performance is properly measured based on different dimensions of reliability, assurance, empathy, and responsiveness by developing a standard code based on which the performance will be measured.
To maximize the efficiency the organization has identified the different parameters based on which the performance will be measured and has developed the required code through which efficiency and reliability will be measured (Cook & Dave, 2004).
Further, the organization has also visualized a standard that will be used to find out the manner in which the organization is able to contribute towards better customer satisfaction. Gordon Street Garage on the first instance needs to understand that the front line employees are the representative for the organization which will determine the brand image and the quality that the organization will provide to its customers. Since, the organization apart from providing the basic services of a garage looks to provide a different environment and experience where people can dine when their car or other vehicle is being repaired required better service quality (Gooderham & Nordhaug, 2003).
This has increased the importance of hiring the best talent who represents the organization so that the first image which is created is long-lasting and influences the customers towards their product and services. The area of concern for Gordon Street Garage is the external factors that might have an impact on the performance of the front line employees. Despite having proper training and employing the best employees from the market Gordon Street Garage might face different issues related to employment payment, lack of friendly environment within the department and similar other factors which might have an impact on the performance of the employees (Firoziyan, Hasangoli & Stiri, 2009).
This is the areas that Gordon Street Garage needs to watch out for and needs to develop strategies from the beginning so that they are able to focus on the correct areas and bring the required transformation through which chances of rendering better services are possible.