Managing Services and Sustainability for Service Package - Essay Example

Services are an aspect of business where different perceptions of the customer results in different ourcomes as the same services are seen by the customers differently. The fact that services depends on the perception of the people which results in creating differences has resulted in making people improve the service quality so that customers are satisfied. The importance of customer satisfaction is seen in every industry and more so in service industry due to the nature of the business. This is seen in the working of Starbucks where different service quality mechanism has been adopted to alter the behaviour of the customers. This makes it necessary that services include Information, Supporting Facility, Explicit Services, Facilitating Goods and Implicit Services to be able to provide better services and increased customer satisfaction. This paper looks to present the manner in which service component is Starbucks has been developed and the manner in which different features like Information, Supporting Facility, Explicit Services, Facilitating Goods and Implicit Services helps to ensure better customer satisfaction and enhancement of better services. Starbucks has ensured that while looking to deliver quality services the different aspect of services which will transform into better customer satisfaction is looked at. This has helped Starbucks to concentrate on the different aspect of service quality which will help to improve the business delivery process. This is seen by the fact that Starbucks has looked towards differentiating themselves by providing coffee which is freshly brewed and has a special flavour. This shows that Starbucks has been able to develop explict services for its customers so that they get something extra after visiting their stores. The importance of delivering quality services has increased as businesses faces stiff competition and with technological advancement it has become imperative that the sales man understand the requirements of the customer and try to deliver services and product which will multiply the satisfaction level of the customers. Today, in this competitive world it is essential to continuously satisfy customers which have increased the importance of personal selling. With customers being scarce the need increase. It’s important that customers are provided quality service. This requires continuous improvement. For this time has to be spent to understand the customer requirements and ensure that through personal selling the business is able to meet their needs (Hale, 2003). This concept has been properly utilized in Starbucks due to which customer satisfaction has improved and has ensured that the process of providing quality services looks at facilitating goods which is one of the prime importance while providing services. The importance of providing implicit services increases in case of Starbucks as it is very difficult to find out what customers prefer as their behaviour is irrational. Marketers need to be very alert and even a slightest of information needs to be communicated else it will result in piling of huge stocks. It is important that marketers put in their best effort and try to understand what customers want so that the product can be designed accordingly (Gable & Martin, 2005). This increases the role of gathering personal information as they come in contact with the customer and thereby understanding their requirements becomes easy. Starbucks through the process also ensures that the sales person is able to highlight the benefit for the services so that proper supporting facility to render better services can be developed. This gives a feeling of belongingness to the consumer. This also attaches the product with the consumer. The next time he goes to the market to purchase one he creates the picture of the product in his mind and purchases those. Thus his buying is affected by what he sees. So, companies need to regularly promote their product. They need to do it to the correct segment to gain maximum return. Starbucks has looked towards ensuring that the problems that the customer faces are solved by providing solutions for the problems encountered by them. It will be beneficial in the long run as they will be able to handle if such problems arise again. A good work done at this level helps to keep customers with the company and also build goodwill as the customer realizes the company is always there to help them out (Fizel, 1999). Having personal selling will thereby have an impact on the manner the business is conducted and will be able to understand the manner in which the business needs to be conducted. This has helped Starbucks to work on the smaller aspect of the business and ensure that they are able to provide services which are explicitly based on customer preferences. This has also provided with technological development will help to understand the manner in which the business can look towards satisfying customers. This will help the business to develop a framework through which the requirements of the customers are better understood (Anthony, 1998). This will help the business in dealing with the customer requirements in a better way and will ensure that the business is able to gain efficiency and ensure that they are able to deliver better services. This will also help to understand the customer and will help the business to keep them with the business for a longer period of time. Starbucks has been able to look in different directions and based on it develop the services so that better customer services can be provided which looks at the different core constituent of services so that better services can be provided. This helps to understand the dominant strategy for Starbucks is to identify a workforce that best fits the organization. This helps the organization to ensure that the employees are able to take responsible position in the organization (Rousseau & Barends, 2011). This helps to understand the internal work force requirement and compare with the employees available so that job can be designed accordingly and employees most suitable for the organization found out (Singh, 2008). Starbucks as a result has looked towards a recruitment and selection strategy based on best fit. This has helped to hire the best talent and ensure that the efforts of the employees can be directed towards a common goal. This has also helped to develop the T & D strategy as based on it Starbucks is able to calculate the future workforce and develop training and other programs to meet the requirements of the employees. The compensation strategy as a result has a mix of basic pay and incentives which employees receive. This is based on the performance level and helps to justify the recruitment and selection strategy of best fit. This ensures motivation and helps the management in ensuring that the employees work towards a common goal (Greenwood, 2002). This has helped them to delelop their services as looking towards including the different aspect of business to ensure better services has developed a framework through which better customer satisfaction has been achived. Starbucks has looked towards presenting different sales promotion tactics as discounts, loyalty programmes, deals, coupons, contests, refunds, sampling, special displays and so on. This helps to make wide changes in the manner Starbucks has worked so that better strategies to provide customer services can be ensured which looks towards inclusing the different factors through which customer experience can be enhanced (Lucas & David, 2008). This helps to ensure that the customer looks towards purchasing the product because of low price or the additional benefit associated with purchasing the product Customer satisfaction and loyalty is an aspect which is important for every company irrespective of their size and stature. Starbucks has ensured that the customers are satisfied and remain loyal look towards providing quality product and services that matches to the customer requirements. This ensures that customers don’t jump from one company to another thereby enabling them to ensure that companies have a pool of loyal customers. Services are something which is felt and cannot be seen. It is consumed as the same time and the quality of service has a different relevance on different individuals based on the needs and requirements of the person. This thereby has a different role and impacts every customer in a different way which Starbucks has understood and based on it has been able to develop a business framework through which better services which looks towards fulfilling the different requirements of Information, Supporting Facility, Explicit Services, Facilitating Goods and Implicit Services are properly delivered (Smith, 2010). The quality of service has an important role to play while rendering services. For example the hose keeping services which look after cleanliness and maintenance in hotels help to determine the way services have an impact on the customer and the way it helps to satisfy them. This increases the role of the service provider as they need to look into different aspect of the services and design their process in such a way that it yields maximum satisfaction and helps to ensure that the impact on the customer is sound. Services are differentiated by the customer based on their perception and feeling about it. This makes it imperative that the service provider looks into the different role which has an impact on services and the mechanism which will help to improve it so that the satisfaction level increases and the customer become loyal towards it. This can only be achieved when information, supporting facility, explicit services, facilitating goods and implicit services are developed in a single strategy where consumer satisfaction gets enhanced and better services are provided to the customers as witnessed by Starbucks (Yoo, Shin & Yang, 2006) Marketing of services creates problem as it is a specialized service and requires the knowledge and expertise to ensure high customer satisfaction. The magnitude of the problem magnifies for promotional of insurance services as it is a high contact service which requires that the front line personnel have the required knowledge to be able to communicate the policy clearly (Visser, 2000) Promoting insurance services faces another problem of commoditizing the product as personal line product and selling it as per the requirements of the customers. Since, the front line personnel has to deal with all the intricacies of promoting the insurance product and needs to provide correct information so the magnitude of the problem magnifies (Smith, 2003). This problem can be overcome by ensuring that the front line personnel has the required experience and knowledge to handle the different queries raised by the customers. Along with it the front line personnel should be able to understand the requirements of the customers and suggest a policy that will fetch him maximum value in the long run and meets the requirements (Spekman, Werhane & Boyd, 2007). This will help to ensure long term relationship and will enable the personnel to sell insurance services easily. Customers are referred to as partial employees especially in the service industry because they have a huge role and help to identify the success or failure of any service provider. Since, services have different characteristics from product so involving customers participation in the service production process helps to improve the quality of service (Rousseau & Barends, 2011). This is an aspect which Starbucks have understood and based on it has been able to develop better services for its customers. Involving customers in the service production process ensures that the services are delivered based on the requirements of the customers. Involving the customers helps to understand their requirement better. It helps to identify the areas which customers look in a service and ensuring that those areas are worked upon helps to enhance services. Involving customer in the service production process also ensures that timely changes can be made. It helps to understand the human perception better and the different areas which different customers look at (Singh, 2008). This ensures that the management is able to understand the core areas that customers want in the services. It ensures that the perception of customers becomes clearer in the minds of the service provider and the company can bring about the changes in the required time. This will ensure that the service is of high quality and as per the requirements of the customers (Van, 1992). Starbucks has thereby been able to ensure that they are able to develop strategies so that the different elements of services like information, supporting facility, explicit services, facilitating goods and implicit services have been able to be developed. This has been possible due to the framework which will thereby help to develop a business fundamental through which the business has been able to provide quality services and ensure that the business has been able to ensure that the service delivery process is complete and will thereby help to ensure the service element has been developed based on different factors. This has thereby ensured that services are better developed on the framework of information, supporting facility, explicit services, facilitating goods and implicit services where every aspect of the business is fully satisfied. References Anthony, R. 1998. Management Control Function. 2nd Edition, Harvard Business School Press, Prentice Hall, UK Fizel, J. 1999. Does efficiency matters in managers. Journal of Management, 25 (4), pp. 567-585 Gable, M. & Martin, T. 2005. Machiavellian Managers: Do they perform better. Journal of Business & Psychology, 5 (3), pp. 355-365 Greenwood, M. 2002. 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