Service Scenarios in Dodo Australia, Hungry Jacks, Thrifty Car Rentals, Australia Post and Apple - Case Study Example

Running Head: SERVICE ENCOUNTERS ANALYSIS Name Course Tutor Date Executive summary In the modern contemporary world of business, competition has pushed businesses to devising innovative ways to gain an advantage over their rivals. Strategies have shifted towards the consumer and new creative ways are being used to leave them fully satisfied. Every encounter with a customer or a potential one for that matter is crucial to the survival of the business. Reputation is everything especially where services are involved. In this report, five service encounters will be closely evaluated to determine the attainment of key fundamentals in the service industry this report will evaluate service scenarios in Dodo Australia, Hungry Jacks, Thrifty Car rentals, Australia Post and Apple. Subsequently, each scenario will be evaluated in theoretical model and recommendations suggested Table of contents Executive summary………………………………………………………………………………..2 1.0. Introduction With liberalization of markets and easier access to consumers, businesses are always doing their best to attract as many consumers as possible. In this view, their main aim is to maintain and grow market share with incumbent consumer satisfaction. Consumer satisfaction is one of the greatest assets that any business could have. They way business offer this satisfaction makes all the difference. Quality services, fair pricing and great products are the top priorities for consumers any time they seek to make a purchase. Establishment of long-term relationships assures good recommendation and subsequent repurchases.  A simple way for a business to gauge its performance is by evaluating its portfolio in regard to consumer data. This evaluation is weighed through consumer growth, retention reorders, recommendation, and feedback (Lovelock, Patterson., & Walker, 2011). Theoretically, this may be the ultimate goal of every business but other operating dynamics may hinder their achievement. The ability to overcome these challenges makes the difference between excellent and poor performance. In this report, a practical approach to different scenarios will be used to weigh against theoretical expectations. 1.0 Dodo internet provider encounter Dodo is a multiservice provider company with products ranging from mobile broadband, internet, insurance, gas and electricity and mobile phone services. Being one of the commonest internet providers, I decided to try their services in internet installation and connection. Initial contact was okay with respectful staff who replied to my emails promptly during the initial stages. However, the company did not live up to its standards. The connection took a week longer than agreed. After the connection, slow internet speeds that I was never warned about were common. After calling and writing to the company for assistance, the usual response was that they were working on it and never followed up to confirm this. Setting up the internet took longer than expected and there was misinformation regarding this. After-sale services were also unsatisfactory. 1.1 Scenario analysis The bargains obtained from the company were below expectations and left me unsatisfied. Disconfirmation of expectations model applies in this scenario perfectly. The promise and expectations I got during the application process were totally different from what I received. Initially the response was okay but once the purchasing decision was made it all changed for the worse. Service evaluation was poor as it did not conform to my high expectations. Furthermore, the customer support given thereafter was unsatisfactory further disorienting me. As a result, I had to cope with these challenges and sometimes still do. The improvement and customer services could do better. Using the customer service and quality model, satisfaction is measurable through comparison of value achieved and value paid for (Kasper, Helsdingen, & Gabbott, 2006).Though there was slight improvement with time, in future I will look for other alternatives away from this one. 2.0 Hungry Jacks encounter Hungry Jacks is one of the largest fast foods companies in Australia. It is a franchise of the lager multi international Burger King Company. Being in the brutally competitive fast food industry, one would expect that their services and qualities are top notch. Also, given the scale of their operations and outlets in every street, their reputation ought to be good. They have a corporate promise which states that “The Burgers Are Always Better At Hungry Jacks”. Being a regular customer, the services are highly compliant given the sensitivity of the food industry. The main competitors who offer similar services include the famous McDonalds, KFC and other small scale outlets. My encounters in most of their outlets have been significantly satisfactory and repurchasing or reordering is always an option. The quality of service is good with clean and delicious products. In addition, staff service is quick and prompt to solve any arising problems. In one of the instances, I went for my usual chicken and fries only to discover they had a free offer on their new organic beef burger to loyal customers. It is always a pleasure enjoying their tasty products. Additionally, their huge variety of products like veggies burgers, salads, drinks and desserts are always fresh and tasty. The only concern I have over the fast food is the health aspect associated with fast foods. However, this is more of a personal choice and the company may not do much in affecting personal diets, hungry Jacks have tried in this sector by introducing healthier foods that have less sugar and calories. 2.1 Encounter analysis The service quality paradigm would suffice to evaluate the encounter. In the context of this model, quality can be regarded as the ability to meet specific expectations and fulfillment to the customer. Service quality can be described as how well the consumer is attended to and the response given to the service provide. Basically the services are based on the very strategy of the organisation to pay attention to every small detail to create an overall efficient effect. The mission of the company is always to provide better services and products to their consumers at all times. They have instituted systems and invested in personnel live up to the expectations Based on this quality service model, the company has ensured that all personnel are aware of this and its systems are designed to do exactly that. The interaction of the two is efficient and majority of consumers are pleased with the efforts (Bruhn & Georgi, 2006). The decision to influence others and to make subsequent returns is based on this quality satisfaction and the expectations that previous satisfaction will be replicated. Consumer information based on marketing of products is not exaggerated and previous consumers can attest to that. The assurance of quality and value is guaranteed at Hungry Jacks at all times. It is worth noting that, the image created is passed on to friends, family and colleagues who further add to the chain of a lager satisfied consumer list. As long as the company can keep up with the quality service, more and more consumers will continue coming. In this competitive industry, the fast food has deeply entrenched itself in the consumer. However, with a growing consumer base, there is always the chance of reduction in quality. Hungry Jacks should watch out for this. 3.0 The Apple Inc. Australia encounter The Apple Corporation is one of the most prestigious companies in the world. Their main products include mobile phones and computers. The line of iphone phones is one of their major products. It also has a wide range of computers which are a favorite for many users in the world. As an adamant user of Apple products, I always keep up with the latest technology and developments. There is always an improvement in their gadgets and maintenance of high quality products. The release of their products is always met by huge preorders, months before retail begins. With the demand so high, their strategies have to top notch to avoid consumer frustrations. Days before a new iphone is released, people queue in Apple retail shops waiting to get their hands on the gadgets. My encounter with Apple recently was when I wanted to purchase one of the latest phones. The company is well aware of the demand crisis that hits them every time there is new release. In the previous version, they have the Apple app store application which allows user to do online shopping at Apple stores of their choice. This application came in handy during the ordering period. I did not have to go there physically to purchase the phone. The convenience of the app allows you to shop online and make orders at your own convenience. In this particular situation the assistance of an online expert provided by the company also came in handy. Though most transactions were online, the customer service was at a personal level. Just like in previous occasions, Apple did not disappoint. There services came with detailed descriptions from the knowledgeable specialists who gave the personalized services. Additionally, the advice on the transition from the old to the new model was also very helpful. I was also made aware of things that at I could do in the app store that I did not know of. It was a purchasing experience worth every cent. The free information was a plus to the Apple services. There after the phone was shipped to me on time and without ever having to physically visit an Apple shop 3.1 Scenario analysis The disconfirmation of expectations model is perfectly applicable to this scenario. When an individual is utilizing online platforms for shopping, their expectations are that it would surpass physical experience. In this view, a comparison is made with a past experience and conclusions are thereafter drawn. Consequently, it is under the results of comparison that satisfaction or dissatisfaction with particular services is drawn .This model is supported by Serenko and Stach (2009). The applicability of the Apple application store was confirmed beyond expectations. Additionally, not only the purchase was facilitated by the application but also the other consumer services in pre-sale and after sale services. Furthermore, these services were free of charge. The high satisfaction and meeting of expectations is well supported by the disconfirmation of expectations model. Serenko and stach (2009) argued at the level of success of online purchasing will increase if the consumer experience meets expectations. In future, there would be no hesitation in using the same online platform to make another purchase. It is recommended that Apple maintain the same level of service and further growth will surely be achievable. 4.0 The Thrifty Car Hire experience Self-driving comes with some level of comfort unlike other forms of transport like public or otherwise. Furthermore, the intention of the drive is also a determining factor. Recently I intended to take a road trip with a couple of friends. My car is not big enough to accommodate all of us. The viable option seemed to hire a station wagon for the trip. Arrangements were made beforehand with the above-mentioned company. Their services seemed all right though the pricing was a bit high. Anyway, we decided to take the vehicle on the said day, having seen it beforehand and made full payments. A day before the trip when we went to pick the car we were informed that it was out on hire and was expected to be returned any time in that day. Disappointed, at the poor service we sought alternative options as we could not postpone our trip. Even worse, the refund was to take another two weeks after the incidence. 4.1 Scenario analysis The SERVQUAL (service quality) model would be well applicable in this scenario. According to (Bateson & Douglas, 2002), the best way to measure service quality is through customer experience. In this case, the experience was wanting and so was the quality. The expectations from this company were to offer simple car ire services which they did not. Additionally, other plans ended up being disoriented as a result. The general evaluation that resulted from the incidence was poor service and the same service would, in future be sought elsewhere. According to Petterson and Johnson, (2003) lack of consistency in consumer service would lead to perception of poor quality service. To make matters worse, it took forever to get refunded. With such levels of dissatisfaction, the likelihood of seeking services there is minimal. 5.0 Australia post experience Australia post is a company offering a wide range of products from courier, services, parcels and mails, finance and insurance, among other services. My encounter came when I intended to send an urgent parcel out of the country. Being an urgent delivery, I had to pay more for the service. This included packaging and shipping. The delivery time was crucial in this case. Even if the parcel was delivered there were many delays in Australia and in the tracking system. The delivery ended up taking longer than expected given its urgency 5.1 Scenario analysis This scenario can be analyzed using the 7ps model. The seven Ps model covers pricing, people, product, promotion, placing, positioning and packaging. In this context, the focus will be on pricing and people. The pricing of a commodity of service will affect the perception that people have over it. Fair pricing will receive positive reception while high prices receive negative perceptions (Palmer, 2005). The delivery period ended up being close to ordinary parcels. The attribution theory can explain the inconsistency in pricing and delivery time for such a scenario. The pricing policy makers should set prices that people can be satisfied with. The people aspect revolves around the consumer and company personnel. The delays show laxity at some point this may have resulted from low motivation which reduced overall productivity. It could also be as a result of laxity on the side of the employer in employer to hire adequate and competent staff Conclusion and recommendations It is clear from this report that customer service and satisfaction are crucial to any business. The consumer is the biggest and most significant person that a business could have. They should be treated like kings and queens. Generally, the five evaluated have scored highly with one exception. Each and every business should put up systems that would enable them satisfy consumers to the highest levels possible. There are many strategies that can be followed depending on the kind of business. This will ensure consumer base growth and retention. References Bateson, ,. J., & Douglas, H. (2002). Essentials of services marketing – concepts, strategies & cases. Fortworth: The Dryden Press. Bruhn, M., & Georgi, D. (2006). Services marketing: Managing the service value chain. Harlow: Pearson Education. Kasper, H., Helsdingen, ,. P., & Gabbott, M. (2006). Services marketing management: A strategic perspective. Chichester: John Wiley & Sons. Lovelock, H., Patterson., G., & Walker, R. (2011). Services marketing. An Asia Pacific perspective. Pearson: Prentice-Hall. Palmer, A. (2005). Principles of services marketing. Berkshire: McGraw-Hill. Pettersson, P.G. & Johnson, L.W. (1993). Disconfirmation of expectations and the gap model of service quality: An integrated paradigm. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6: 90-99. Serenko, A. & Stach, A., (2009). The impact of expectation disconfirmation on customer loyalty and recommendation behavior: Investigating online travel and tourism services. Journal of Information Technology Management, 20(3): 26-41. Appendices Read More