Choosing a Service Providers: Factors that Customer Focused - Case Study Example

Executive Summary The report evaluates the different service providers namely Crazy John’s, Bunnings Warehouse, Boost Juice, Bakers Delight, and Arnott’s Biscuits Holdings shows that different aspect are being laid stress on to ensure higher customer satisfaction. The analysis shows that a customer focuses on different factors and based on it judge the quality of service which is provided. This requires that the service provider understands the customer and based on it develops their services so that customers feels satisfied. This has to be matched by having the properly trained and qualified employees who are able to understand the products and the customers and look to satisfy them through proper services. Table of Contents Introduction 3 Service Provider 1: Crazy John’s 3 Service Provider 2: Bunnings Warehouse 5 Service Provider 3: Boost Juice 7 Service Provider 4: Bakers Delight 10 Service Provider 5: Arnott’s Biscuits Holdings 11 Conclusion 13 References 14 Introduction Organizations look to provide proper service so that customers can be attracted towards the product. This requires proper understanding of the different factors which has an important role in determining the consumer purchasing habits so that strategies can be developed based on which consumers can be attracted towards the product or services. The report looks to analyze 5 different service providers with whom different encounters have taken place so that the different factors which had a role is attracting customers can be identified. This will help to develop strategies through which satisfaction level for customers can be increased and the chances of accomplishing the business goals increases. Service Provider 1: Crazy John’s This section looks to provide details about the first service provider which is as Name of the Service Provider: Crazy John’s Type of Service: Mobile Phone Retail Chain Date: 5th April 2013 Time: 14:00 Manner in which encounter took place: The encounter with Crazy John’s took place personally as I was looking to purchase a new mobile handset and my search for a new handset brought me to Crazy John’s. Since, the mobile phone retail chain has a presence in Australia and is largely known to different people it has resulted in bringing a change in the demand for new mobile and I visited the place personally. Circumstances that led to the encounter: The prime reason which led to the encounter was that I was looking for a new mobile handset and my search took me to Crazy John’s. Further, since the store was also located nearby and had a wide range of products to choose from attracted towards it. The diversity in the range of products plus the additional benefit as the stores states to be the cheapest increased the dependency on the store and increased the likelihood of visiting the store. This was added by the good friendly nature of the sales personnel and the different offers and discounts which were also available. The culmination of different factors which would have increased the overall satisfaction helped to ensure that the requirements could be met. Rating of different parameters in Crazy John’s: The rating for the different parameters is as (1 – Terrible and 5 – Delighted)   Rating Parameter 1 2 3 4 5 Service Quality       √   Offers         √ Friendliness of sales personnel       √   Locational Factors       √   Reputation       √   Communication     √     Attitude of employees       √   Various Products       √   The different rating which were provided to different parameters which were observed are shown above Reason for Rating: The overall rating shows increased satisfaction as Crazy John’s was able to justify what was heard in the market. The fact that the store had different products which met the different requirements ensured that the customers had an option to choose from many. The friendly nature of the person by welcoming and understanding the customer requirements before showing any product shows the manner in which the customer demands were understood. This was matched by the fact that the store was easily accessible and looked to provide customers with different products and ensured to provide different offers (Clemons, 2008). The other aspect was that Crazy John’s ensured to have different offers and justified their words by offering products at the lowest price which thereby helped to improve the overall satisfaction as after visiting the store the level of satisfaction increased considerably. Process which could have improved satisfaction: Crazy John’s can further develop their business by ensuring that they are able to increase the level of satisfaction. This can be achieved by ensuring that employees who have the required knowledge in the field of consumer behavior are hired. This will help to understand the customer requirements better and will be able to satisfy the customers (Clemons, 2008). Along with it Crazy John’s needs to improve the quantity and quality of work force so that they are able to deliver superior performance and ensure better satisfaction for customers. Chances of using the same service again: There is a high likelihood that I will use the services of Crazy John’s again as I was satisfied with the service as the store delivered according to my expectations. Service Provider 2: Bunnings Warehouse This section looks to provide details about the second service provider which is as Name of the Service Provider: Bunnings Warehouse Type of Service: Hardware Chain Date: 23rd March 2013 Time: 14:00 Manner in which encounter took place: The encounter with Bunnings Warehouse took place over the phone as I was inquiring about some material. Circumstances that led to the encounter: The prime reason which led to the encounter was that I was looking for some information about a particular product which is available in hardware store. I was in search of finding out a certain quality about a ply wood for which I had to contact Bunnings Warehouse as it is a warehouse chain and is renowned for its services. Rating of different parameters in Bunnings Warehouse: The rating for the different parameters is as (1 – Terrible and 5 – Delighted)   Rating Parameter 1 2 3 4 5 Service Quality    √     Friendliness of sales personnel    √     Problem was Solved √        Reputation       √   Communication    √     Attitude of employees      √   Knowledge about Products     √    The different rating which were provided to different parameters which were observed are shown above Reason for Rating: The overall rating shows dissatisfaction as Bunnings Warehouse was unable to answer the different queries which I had. On the first instance the store manager was very adamant and instead of solving the queries started to post questions. Even the description which I was provided regarding the ply wood was not satisfactory and none of my queries were answered properly (Firoziyan, Hasangoli & Stiri, 2009). Despite having a good reputation Bunnings Warehouse didn’t look towards customer satisfaction by solving the different queries which I had and instead focused on other customers as I had to continuously wait for a long time before being allowed to speak to the concerned person. Process which could have improved satisfaction: Bunnings Warehouse can further develop their business by ensuring that they are able to increase the level of satisfaction. This can be achieved by ensuring that employees have the required knowledge about the product and are ready to share it. This will help to understand the customer better and will be able to satisfy the customers (Firoziyan, Hasangoli & Stiri, 2009). Bunnings Warehouse has to look towards a rigorous training program where they need to be informed about the products and also need to undergo training programs which will help to understand the style of communicating with customers. Chances of using the same service again: It is very unlikely that I will use the services of Bunnings Warehouse again as I am totally dissatisfied with the service as the store didn’t deliver the service standards as I was expecting. Service Provider 3: Boost Juice This section looks to provide details about the third service provider which is as Name of the Service Provider: Boost Juice Type of Service: Retail Chain selling fruit juice Date: 7th April 2013 Time: 14:00 Manner in which encounter took place: The encounter with Boost Juice took place personally as was looking to purchase some fruit juice for the party which was to be held at my place. Since, the retail chain dealing in fruit juice has a presence in Australia and is largely for its wide variety of fruit juice I visited the store personally to meet my requirements. Circumstances that led to the encounter: The prime reason which led to the encounter was that I had a party in my place and required different type of fruit juices to be served to the guest. Further, since the store was also located nearby and had a wide range of products to choose from attracted towards it. The diversity in the range of products plus the additional benefit as the stores states to be the cheapest increased the dependency on the store and increased the likelihood of visiting the store. This was added by the good friendly nature of the sales personnel and the different offers and discounts which were also available. The culmination of different factors which would have increased the overall satisfaction helped to ensure that the requirements could be met. Rating of different parameters in Boost Juice: The rating for the different parameters is as (1 – Terrible and 5 – Delighted)   Rating Parameter 1 2 3 4 5 Service Quality       √  Offers     √    Friendliness of sales personnel       √   Locational Factors     √    Reputation       √  Communication     √    Attitude of employees       √ Various Products       √ The different rating which were provided to different parameters which were observed are shown above Reason for Rating: The overall rating shows increased satisfaction as Boost Juice was able to justify and deliver the products which I was looking for. The fact that the store had different products which met the different requirements ensured that the customers had an option to choose from many. The friendly nature of the person by welcoming and understanding the customer requirements before showing any product shows the manner in which the customer demands were understood. In addition to it the store had different flavors of juices which I was searching for helped me to purchase the product easily (McDermott, 2013). The staff hired was trained and had the required knowledge about the products which ensured better customer satisfaction. Process which could have improved satisfaction: Boost Juice can further develop their business by ensuring that they are able to increase the level of satisfaction. Boost Juice need to lay stress on ensuring that the provide the same quality products and provide complete description about the products so that customers based on their requirements are able to choose the one they require (McDermott, 2013). Chances of using the same service again: There is a high likelihood that I will use the services of Boost Juice again as I was satisfied with the service as the store delivered according to my expectations. Service Provider 4: Bakers Delight This section looks to provide details about the fourth service provider which is as Name of the Service Provider: Bakers Delight Type of Service: Bakery Franchise Chain Date: 5th April 2013 Time: 14:00 Manner in which encounter took place: I personally visited Bakers Delight with the purpose of purchasing some bakery items Circumstances that led to the encounter: The prime reason which led to the encounter was that I was looking to purchase some bakery items due to which I visited Bakers Delight. Since, the store is renowned so purchasing from it as compared with other was a better choice. Rating of different parameters in Bakers Delight: The rating for the different parameters is as (1 – Terrible and 5 – Delighted)   Rating Parameter 1 2 3 4 5 Service Quality       √   Freshness in Products         √ Friendliness of sales personnel       √   Locational Factors       √   Variety in Products       √   Communication     √     Attitude of employees       √   The different rating which were provided to different parameters which were observed are shown above Reason for Rating: The overall rating shows increased satisfaction as Bakers Delight was the product which was delivered by Bakers Delight was fresh. The products were made instantly and quality was the key. Along with it the availability of a huge product list and the availability of all products helped to provide different products to choose from (Hawkins, Best & Coney, 2006). Even the hospitality shown by the entire staff was very warming and ensured that customers who visited their stores were happy and satisfied. Process which could have improved satisfaction: Bakers Delight need to work on the same business fundamental and has to ensure that quality products which are fresh are supplied. This will help to keep up the reputation and will provide an opportunity to increase their market share Chances of using the same service again: There is a high likelihood that I will use the services of Bakers Delight again as I was satisfied with the service as the store delivered according to my expectations. Service Provider 5: Arnott’s Biscuits Holdings This section looks to provide details about the fifth service provider which is as Name of the Service Provider: Arnott’s Biscuits Holdings Type of Service: Biscuit Producer Date: 5th April 2013 Time: 14:00 Manner in which encounter took place: I contacted the company through mail Circumstances that led to the encounter: I contacted the company because one of the products which I purchased from one of the store was not as per the stated requirements and was even expired Rating of different parameters in Bakers Delight: The rating for the different parameters is as (1 – Terrible and 5 – Delighted)   Rating Parameter 1 2 3 4 5 Service Quality       √   Queries was solved         √ Friendliness of sales personnel       √   Timely Reply       √   Availability of personnel       √   The different rating which were provided to different parameters which were observed are shown above Reason for Rating: The overall quality of service was very satisfying as the company personnel responded to the mails and even called. The matter was considered as utmost important and the old products were totally removed from the stores (Gaspar & Shepherd, 2011). The company even ensured that my product was replaced and took stern actions so that such acts were not repeated. Process which could have improved satisfaction: Arnott’s Biscuits Holdings has to ensure that they take care of selling products which are fresh and not outdated. The products have to such that it satisfies the customers and need to be ready to take action as was seen in my case. Overall development in sales service will help to improve customer satisfaction. Chances of using the same service again: There is a high likelihood that I will use the services of Bakers Delight again as I was satisfied with the service as the store delivered according to my expectations. Conclusion The report thereby shows the manner in which different parameters led towards service satisfaction of a customer and highlighted the different aspect which needs to be focused on for better services. Along with it improvements in all areas which helps to understand customer better and deliver services as per the high standards will ensure that the quality of service improves and customers become better satisfied. References Clemons, E. (2008). How information changes consumer behaviour and how consumer behaviour determines corporate strategy. Journal of management information systems, Fall, 25 (2), 13 -40. Firoziyan, M., Hasangoli, T. & Stiri, M. (2009). Investigation of the effectiveness of the services on different processes affecting consumer decision. Commercial Management Magazine, 1 (3), 125-146. Gaspar, M & Shepherd, M. (2011). Guide to assignment writing and referencing, 4th edn, Deakin University, Geelong, Victoria. Hawkins, D., Best, R. & Coney, K. (2006). Consumer behavior, compilation of the marketing strategy, Translated by Ahmad Roosta & Atiyeh Botahi, Sargol publication, Tehran. McDermott, J. (2013). Blackberry is no longer just for the suits. Advertising Age, Feb. 11, 84 (6), 20 Read More