The paper "Service Scenarios in Dodo Australia, Hungry Jacks, Thrifty Car rentals, Australia Post and Apple" is a great example of a marketing case study. With the 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. The way business offers 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 the 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. 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 a 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.
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