Chick- choice is a speciality restaurant in the neighbouring city of Columbus. The facility is a mid range eatery famous among locals, tourists and student community. It is most famous for its choicest chicken specialities made from organic free range birds, besides exotic desserts and shakes.
The service attributes and their modification process is listed below.
S.No. Service attributes Modification
1 Freshness of ingredients Monitoring of procurement
2 Quality of raw materials Monitoring and customer audit
3 Ambience Re do of furnitures and accessories
4 Promptness of service Training of staff
5 Positive Customer feedback Increased customer focus
6 Quality of Preparation Training and quality enhancement of kitchen staff
7 Soft skills of staff Training of staff
8 Variety of dishes Inclusion of more items
9 Customer Relationship Management Increased customer focus
10 Parking and air conditioning Re do of services
11 Cleanliness Training and monitoring of housekeeping staff
2. Incorporation of 7 Ps of marketing
(a) Place – Choosing the right place for service delivery. In this case it is enhancement of ambience and customer experience.
(b) Promotion – Advertising the service through word of mouth, referrals and direct promotion.
(c) Price – Managing the price in the range suitable to majority of customers.
(d) Packaging – The quality of presentation needs to be enhanced and should compliment the quality.
(e) People – Training the people to deliver the best customer experience.
(f) Process – Using process enhancement tools by training of people and implementing standard operating procedures.
(g) Physical evidence – The service should command the price asked for. It includes everything, the preparation, quality of product, the service attributes like promptness, courteous attitude, soft skills and the ambience of the place that together give physical evidence.
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