Service Marketing and Relationship Marketing Service Encounter

Question: Discuss about the Service Marketing and Relationship Marketing for Service Encounter. Answer: Discussion Service encounter encompasses the interaction between the organization and its customers. It measures the degree to which organizations are able to provide enough customer satisfaction through their service (Noone et al., 2012). Quay Restaurant is extremely popular through providing personal and rich experience to the customers. It is one of the best original cuisines, where purity of flavor, texture and balance is paramount. With an intension to provide genuine and personalized experience to the customers, the restaurant has divided the whole service process into front stage service and back stage service (Gazzoli et al., 2013). Each of front and back stage operation has unique functionality towards serving the customers in customized way. Service encounter in Quay Restaurant is measured through customers arrival at the restaurant to dispose the leftover and leave. The above flow chart suggests the front stage and back stage operation Quay Restaurant. I have realized that in front s tage operation, the restaurant has attractive external appearance, which gives its exact overview. The restaurant has their own customized website from where the customers can get its ideas (Ryu et al., 2012). After entering into the restaurant, the customers can see the menu printed on the wall and quickly select their own preferred menu. Apart from wall menu, the restaurant has also paper menus and takeaway items, which facilitates the customers to scrutinize the menu items. The restaurant provides memorable dining experience to the customers through diversified Australian ingredients cooked with passion and immigration (Kang Hyun, 2012). Knowledgeable, warm and professional staffs of the restaurant have extended the genuine hospitality in service. The restaurant has large display for various food items on offers so that the customers can identify those easily. The customers can avail separate counter for each of the food items, which is extremely comfortable to the customers. Apart from providing regular restaurant service, this organization also provides scope to book it for the occasion like wedding, birthday and others (Bradley et al., 2013). Self-serve counter with different sauces and cutlery and napkins provide extra benefit to the customers. Customers can also enjoy ambient candlelight dinner with soft jazz music, which is extremely entertaining to them (Sderlund, 2013). For the entertainment facility of the customers, the restaurant has TV set on its wall. After entering into the restaurant, the customers get warm welcome by the reception staffs and stand in the queue for placing order for their food. In the cash counter section, the staffs make smooth payment for the customer orders and handover the receipt to them. After receiving the receipt, the customers move towards the specific food counter and hand over the receipt to the staff. The staffs verify the receipt and provide food and drinks to the customers. I have also understood that in front stage operation, the restaurant has table with movable chairs. Customers can seat on their preferred chair after receiving the food items. Back stage operations of this restaurant do not necessarily have direct interaction with the customers. These kinds of service operation have indirect interaction with the customers but have major impact on the satisfaction level of the customers. Back stage employees are responsible for registration system of the restaurant in case of booking in occasion. Apart from that, I have noticed that back stage employees are responsible for preparing food for the customers in customizable manner. They need to prepare high quality and hygienic food for satisfying the customers (Lai et al., 2014). Furthermore, in order to keep the floor clean, the back stage employees take care of daily cleaning of the restaurant. Managerial implication is referred by utilization of practical information for making practical decision. It is denoted as the recommendation to be offered by the managers to keep the restaurant service up to customer satisfaction level. Furthermore, it also provides the mechanism to enhance the service quality of the restaurant. From my perspective, I can say that the manger of the restaurant should hire efficient web developer for designing attractive web page for the restaurant. Apart from that, the manager should also hire talented interior designers for making attractive eye-soothing interior design of the restaurant (Sharma Wu, 2015). Reception desk of any restaurant is very vital, as it creates first impression of the restaurant to the customers. In case of reception desk, the manager of Quay Restaurant should hire most talented and influential employee, who can interact with the customers effectively. They should provide warm welcome to the customers in personalized manner. From my point of view, the manager of the restaurant should effectively lead the staff to offer skillful and dedicative service to the customers. It is the responsibility of the manager to understand the unique needs of the customers and suggests the staffs to provide service accordingly (Kim Lee, 2012). Apart from that, the demands of the customers are changing day by day according to changing life style. Therefore, the manager of Quay Restaurant should train the staffs as per those changing needs to meet those needs of the customers. The manager should also ensure effective coordination among each department of the restaurant so that no service gap is arose. Effective restaurant manager also ensures proper planning for smooth operation of every department. The major managerial implication of the restaurant lies in handling customer complaints effectively (Kang Hyun, 2012). The manager should immediately resolve the customer complaints before it destroy the reputation of the custo mers. All the information concerning the customer service of the restaurant should be updated to the manager to ensure its smooth operation. Apart from that, the manager should sometimes visit the customer table to ensure that they are actually satisfied by the service. Conclusion While concluding study, it can be said that Quay Restaurant is highly popular for its customized and personalized service to the customers. The restaurant has divided its whole operation in to two stages namely front stage operation and back stage operation. Front stage operation of the restaurant has direct interaction with the customers. On the other hand, back stage operation has no direct relationship with customers but has major influence on customer satisfaction. In case of front stage operation, the staffs provide excellent welcome and memorable experience through effective customer service. On the other hand, in back stage operation of this restaurant, the staffs prepare food and keep the restaurant surface clean and hygienic to keep the customers satisfied. Furthermore, the managerial implication of the restaurant lies in keeping effective coordination among every department. References Bradley, G. L., Sparks, B. A., Zapf, D., McCollà ¢Ã¢â€š ¬Ã‚ Kennedy, J. R., Jimmieson, N. L. (2013). Taskà ¢Ã¢â€š ¬Ã‚ Relationshipà ¢Ã¢â€š ¬Ã‚ Self: A Framework for Understanding Service Encounter Behaviors.Psychology Marketing,30(6), 512-528. Gazzoli, G., Hancer, M., Kim, B. (2013). 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