final report_group 5_section b (2)
TRANSCRIPT
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Service and Customer
Management
Final Report
Little Woods
Submitted by:
Group 5 (Section-B)
Jayakrishnan Nair N J (11023)
Sourabh Rai (11053)
Prasad Krishna (11094)
Bhushan Atul Ashok (11131)
Rishi Kumar Gandhi (11164)
Submitted to:
Dr. Mohan N J Monteiro
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Table of content:
Introduction: ............................................................................................................................... 1
Positioning Services: .................................................................................................................. 1
Competitive advantage through Market focus: ...................................................................... 1
Developing an effective positioning strategy: ....................................................................... 1
Market Analysis: .................................................................................................................... 1
Internal Corporate Analysis: .................................................................................................. 1
Competitor Analysis: ............................................................................................................. 2
7 Ps of Service marketing for Little Woods: ............................................................................. 2
Managing relationship and building loyalty: ............................................................................. 3
Consumer Behaviour: ................................................................................................................ 3
Pre-purchase stage: ................................................................................................................ 3
Service Encounter Stage: ....................................................................................................... 3
Post Purchase Stage: .............................................................................................................. 6
Three parts of this script that went smoothly and conformed to our expectations:............ 6
Three parts of this script that deviated from our expectations: .............................................. 7
The Servicescapes Model- An Integrative Framework: ............................................................ 7
Internal Responses: ................................................................................................................ 7
Environment and Cognition: .................................................................................................. 7
Environment and Emotion: .................................................................................................... 8
Environment and psychology: ............................................................................................... 8
Service Blueprint: ...................................................................................................................... 9
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Introduction:
Little Woods is one of the most popular restaurants on the Chamundi Hill road being visited
by a number of people from Siddhartha Nagar and the nearby apartments. The various
varieties of food items along with the lightening fast service makes it one of the most sought-after restaurants in the vicinity.
Positioning Services:
Competitive advantage through Market focus:
Market focussed strategy is one of the strategies where an organisation provides a variety of
services in a limited market. When we put Little Woods on the positioning map, it comes
around moderate service with moderate price.
Developing an effective positioning strategy:
Market Analysis:
Location:
The restaurant is strategically located on the main road which leads to the Chamundi Hills.
Its readily visible by anyone who travels on this road. The display boards on the road side
also attract a lot of people to take note of the location of the restaurant.
Composition:
Little Woods has had a strong competitor named Pate Bharlo (now Cafe Hotel) which used tooffer both vegetarian and non-vegetarian food. Generally its found that pure vegetarians do
not prefer to eat in a restaurant which offers both vegetarian and non-vegetarian food items.
So, it can be said that the target audience of Pate Bharlo was non-vegetarian people. Inspite
of such a focussed target market, Pate Bharlo eventually had to wrap up its operations due to
huge losses and lack of customer base. At the same time, Little Woods performed very well
and its customer base kept on increasing. This shows that most of the people in the target
market are vegetarians.
The more a restaurant offers varieties, the more benefits a person derives. When someone
sees another variety of an item in a particular category, he tends to order that item and thus
derives more benefit. This happens in any category of food items. Hence, its important to
offer more and more variety of offerings in order to provide more benefits to the customers
and retain them in the long run.
Internal Corporate Analysis:
One of the resource constraints of Little Woods is the space constraint. Little Woods has a
limited space and hence it targets a limited segment on the basis of the geographic area in and
around Siddhartha Nagar.
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Competitor Analysis:
The founders of Little Woods have a vast experience dealing with this business. They have a
couple of more restaurants in Mysore and this has helped them to know the tastes of the
people and create harmonious relations with the vegetable vendors.
Little Woods is a pure vegetarian restaurant. Hence, it has created a very much focussed
market for itself where most of the people who are pure vegetarians are its customers. The
other set of customers are the ones who eat both vegetarian and non-vegetarian items.
7 Ps of Service marketing for Little Woods:
Product:
Core products of Little Woods are North-Indian food items, South-Indian fooditems, juices, ice-creams. Little Woods product includes vegetarian items
Supplementary products include the parking facility, ambience, lighting, music etcwhich creates a wonderful and hassle-free experience for the customers.
Quality level of the food is in par with many of the major restaurants Product line includes South Indian, North Indian, Beverages and snacks Parcel facilities are available with home delivery services provided
Price:
They provide flexibility; certain dishes are available in North Indian and South Indiantastes
Price level of all the dishes are quite affordable They provide certain allowances for regular customers as well as students of institutes
nearby to attract them
Place:
It is on the way to Chamundi which is tourist destination thereby trying to attractdevotees and other tourists
It is a single outlet restaurant Since the restaurant is located in a main road it is easily accessible to general public It has a good parking space which makes the place suitable for travellers
Promotion:
Word of mouth publicity is one of the most effective methods of marketing and this isthe reason why it is viewed positively by the people
The roadside boards on Chamundi Hill road and a big banner in the Siddhartha Nagarcircle are the other promotional aspects used by Little Woods
People:
Little Woods provides on the job training to the new employees where they are taughtthe intricacies of the work to be done.
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Employees patiently hear any grievances by the people and get it rectified as soon aspossible in order to give the best possible service to the customers.
They are fluent in Kannada and Hindi but they do not understand English Most of the Customers are those people who live nearby and devotees/travellers to
Chamundi Hill. The students from nearby institute also goes there
Process:
Level of customer involvement is very low as they do not provide adequate training toemployees
Flow of activities include Home delivery service, parcel provisions, serving inrestaurant, also a provision to provide food in customers vehicles
Physical Evidence:
They have employee dress code but it is rarely followed They have 2 floors with closed space and an open area They provide good ambience but they do not have separate air conditioned area They play music in the restaurant which is melodious
Managing relationship and building loyalty:
Little Woods offers 10% discount on the final bill for the SDMIMD students. However this is
given only when the amount exceeds Rs 200. This is offered to the other regular customers
too.
Consumer Behaviour:
Pre-purchase stage:
We have already visited Little Woods a number of times since the last one year and are
familiar with the quality of the food served over there. Most of the Wednesdays when the
mess remains off, we usually go there to have a sumptuous dinner. Even this time, expecting
a very delicious food, we visited this restaurant which has become one of the most popular
restaurants to visit among the student community in SDMIMD. The most important factors to
visit it by us are the proximity to our college; and the appetizing taste as well as the wide
variety of food available over there.
Service Encounter Stage:
Customer Waiter Chef Cashier1. Form a group of 6
friends and arrive in
the hotel
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2. See if there is a
table for 6. If not,
then we ourselves
pull some chairs and
tables to make sure
that everyone caneat together
3. Waiter comes with a
glasses of water and a
menu card
4. We discuss the
items to be ordered
ourselves
5. We call the waiter
to place an order
6. Waiter arrived and
took the order in his
notebook
7. Waiter goes
to the kitchen
and
communicates
the order to the
chef
8. Waited for 10
minutes after which
we call the waiter toask him how much
more time will it
take.
9. He tells us 15
minutes more, hearing
which we order cold
drinks.
10. He gets the cold
drinks in 5 minutes.
11. After 10
minutes, thechef hands
over our order
to the waiter in
a tray.
12. The waiter gets the
food for everyone to
devour.
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13. We find out that
the waiter has
actually brought
Chilli Paneer Dry
instead of Chilli
Paneer Curry andVeg Hyderabadi
instead of Paneer
Hyderabadi.
14. We straightaway
notify the waiter about
the issue and ask him
to take away the items
which we didn't order
and ask him how much
more time will it take
to get the items whichwe had previously
ordered. He tells us
that we have to wait
for 10 more minutes.
15. We start eating
whatever items we
have on the table
and notice that we
do not have onions,
which are usually
complementary for
SDM students. We
call the waiter.
16. We ask for the
onions, which he
promptly arrives with
within 2 minutes.
17. 10 minutes had
already passed and
our 2 items had not
yet arrived. Wecalled the waiter
again.
18. The waiter told us
that we had to wait for
5 more minutes and
apologised for the
delay when he saw us
getting irritated with
the delay.
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19. The items
surprisingly arrived
within the next 2
minutes and we ate
the delicious spicy
food which we hadbeen waiting for so
long.
20. We ask the
waiter for the bill.
21. The waiter goes to the
cashier to get the bill.
22. We find out that
the items which we
had been mistakenly
given previously had
also been billed andthe customary
discount given to the
SDM students was
also not included.
23. We ourselves go to
the cashier and tell him
the issues, which he
addresses promptly.
24. We pay the bill and
leave the restaurant.
Post Purchase Stage:
Three parts of this script that went smoothly and conformed to our
expectations:
Taste:
The taste definitely conformed to our pre-purchase expectations. We had visited Little
Woods a number of times before and had already developed a taste for it. The taste of the
food items has always been up to great standards and we have never had any deviations in the
taste every time.
Ambience:
The ambience of the restaurant is one of the best in this area. The colour scheme on the wall
blends with the architecture very beautiful. Soft music is played in the background which
gives us a very good feeling while eating the food.
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Manager/Cashier Behaviour:
The manager was very kind and listened to our problems and straightaway corrected the bill
without asking the waiter for any kind of confirmation. He trusted us and solved the issue in a
jiffy.
Three parts of this script that deviated from our expectations:
Table and Chair Arrangements:
We were highly disappointed that we ourselves had to arrange the tables and chairs so that all
the 6 of us can sit together. Even the waiters did not help us. They were just carrying out their
usual work without even asking us if we needed any kind of help.
No timely Delivery:
We were told initially that the food will arrive in 10 minutes. But in reality, it took almost 25
minutes for us to see the dishes on our tables.
Communication:
We sincerely feel that there existed a big gap in the communication between the different
parties involved. The order which we had given was not communicated correctly with the
chef by the waiter. The waiter also had not communicated well with the cashier, which is
definitely the reason for the discrepancies in the bill.
The Servicescapes Model- An Integrative Framework:
We know that employees and customers in service firms respond to dimensions of their
physical surroundings cognitively, emotionally and physiologically, and that those responses
are what influence their behaviours in the environment.
Internal Responses:
Cognitive - knowledge structure Affective - feelings & emotions Physiological- changes in
Environment and Cognition:
The perceived servicescape may elicit cognitive responses influencing peoples beliefs about
a place and their beliefs about the people and products found in that place.
Belief:
In little woods , particular environment cues such as the type of furniture in the restaurant,
ambience of the restaurant, lighting of the restaurant may influence customer beliefs about
little woods and then customer tries to predict the quality and price of the food.
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Categorize:
Categorization is the process, by which we assign a label to an object; perceptions of the
servicescape may simply help people to distinguishing a firm by influencing a firm how it is
categorized.
In the resturant industry a particular configuration of environmental cues suggests that fast
food where generally self service system is there whereas another configuration suggests
elegant sit down restaurant where you can order for the food. In little woods we have
second type of configuration in which pepole come, sit and take food.
Environment and Emotion:
In addition to influencing cognitions, the perceived servicescape may elicit emotional
responses that in turn influence behaviours. Emotion eliciting qualities of environments are
captured by two dimensions: pleasure and displeasure and degree of arousal.
For example, environments that elicit feelings of pleasure are likely to be ones where people
want to spend money and time, whereas unpleasant environments are avoided. In little woods
we have seen that people are ready to spent money and time for the service they have in
restaurant.
Environment and psychology:
The perceived servicescape may also affect people in purely physiological ways.
In a particular restaurant noise that is too loud may cause physical discomfort, the
temperature of a room may cause people to shiver or perspire, the air quality may make it
difficult to breathe, and the glare of lighting may decrease ability to see and cause physical
pain. All of those physical responses may in turn directly influence whether or not people
stay in and enjoy a particular environment. In little woods we have seen that physical
discomfort is not there.
Relative comfort of sitting in a restaurant influences how long people stay. When they
become uncomfortable sitting on a hard surface in a fast food restaurant, most people leave
within a predictable period of time. In little woods we have seen that sitting arrangements are
very good. The floor of restaurant is also is very good.
In addition to directly affecting behaviour, physiological responses may influence seeminglyunrelated beliefs and feelings about the place and the people there.
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Support
Processes
(Backstage)Line of visibility
Line of interaction
Line of internal interaction
Service Blueprint:
_________________________________________________________________________
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___________________________________________________________________________
Parking area Dining area
Arrive at
the
restaurant
Enter the
restaurant
Go to the
table
Go through
the menu
Place the
order
Receive
foodEat
Receive
and pay bill
Leave the
restaurant
Greeted by
the waiter
Shown the
table bythe waiter
Provide
menuTake order
Serve
beverragesServe meal
Clear
dishes andtrash
Collect
paymentand return
receipt
Check table
availability
Place order
in kitchen
Pick up
order
Process
payment
Prepare meal Inform waiter
Physical
Evidence
Customer
C
o
n
t
a
c
t
Pe
r
s
o
n
(Onstage)
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Service Blueprint: is a technique used for service innovation.
Service blueprint consists of 5 components:
1) Customer Actions2) Onstage / Visible Contact Employee Actions3) Backstage / Invisible Contact Employee Actions4) Support Processes5) Physical Evidence
1) The customer actions include:o Entering into the restauranto Go to the tableo Review the menuo Place ordero Receive foodo Eato Pay cash/chequeo Receive changeo Leave the restaurant
2) The onstage employee actions include: Greet customer Show customer to table Provide menu Take order Serve beverages Serve meal Clear dishes Take cash and bring change
3) The backstage employee actions include: Check table availability Place order in kitchen Pick up the order Process the payment
4) The support process includes: Preparing meal Informing waiter
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5) The physical evidence component includes: Parking lots Waiting area Dining area Menu Serving trays Dishes Foods Bill