Delivery in day(s): 5
MKT335 Marketing of Services Oz Assignment
It was the year 1984 when Papa john established its first restaurant. During the initial period, the founder had purchased old equipment for making Pizza and started its process. In 1993, the company entered into the public sector and within one year it came up with almost 500 stores. Today it is known as one of the large pizza company in the world with presence in almost 50 countries. For the business like Pizza, service plays a very important role in the growth and leadership development of the company (Papajohnes, 2018). It is the service which makes this company different from other competitors in the same segment. To maintain this service quality the Papa John utilize one of the important flow charts that include the front stage as well as backstage operations of the Papa John’s company which is known as service blueprint (Gronroos & Ravald, 2011). The focus is also on the service encounters faced by Papa John`s along with managerial implications related to service.
Service Blue Print
The blue print is basically a concept which includes both the supportive and operational process of the company. It is actually a tool in the hands of the company management which helps the company to compare their performance with the performance of the competitors. Blueprint also includes those activities which we cannot measure but can feel their impact on the image of the company (Mon & Pil, 2017). Every process follows some fixed path or a prerecorded way which is known as the chart that directs the flow of any company value creation. For any service organization service, blueprint has the significant position. It is this service blueprint which helps the Papa John`s to hold their strong customer base by providing the best quality service which is being expected from the service provider like Papa Jhon`s. This service blue print also provides them with the necessary support which is required to solve any kind of conflicts.
This chart reflects the front stage flow of the Papa John`s Pizza operations. It stands in the form of the daily logo which reminds them about their success in the segment of Pizza. In this chart, a systematic flow of operation is maintained in order to make a daily impact on the potential customers. They have actually formed a separate mode of reorganization in which they want their customers to remember them with the help of their symbols, employees’ uniform, their sitting arrangement and their warm welcome for the customers (Hossain, Enam & Farhana, 2017). These elements act as the component of trust for the potential customers and the reflection of their services. The front stage process is actually focused on three main components which are the mark of any form of restaurants. One is employees, process flow and aesthetics of the restaurant.
The front end stage begins when the customer recognizes the logo of the restaurant and decides to check-in the restaurant. During the arrival of the customer, the employees of the restaurant welcome the customer with the warm heart. Then the customer movies towards the counterpart of the restaurant and started selecting the item from the list of items which they want and then place their order (Wang, Lee & Trappey, 2017). The employee which is present on the counter side confirms the order with the customer and collects the necessary data from the customer. Then the customer makes the payment and a bill is generated in two forms one is given to the customer and another bill is passed to the back end. During preparation of item, the customer waits for the order at their sitting arrangements. The prepared order is made available at the counter within the short span, from where the customer picks their order. It can be said the front end stage is actually the interaction point between customers and the employees, warm welcome, placing an order, sending details at the back end stage and finally enjoy this delicious hot pizza (Lee, Wang & Trappey, 2015). It can be said that front-end stage is actually the reflection of all the training and cost which has been spent by the management on these service professional providers in the form of quality service offering to the customers.
The backstage flow service chart actually acts as a support pillar to the front stage flow chart. It is the significant operation work of the backstage to handle the information related to the customer and their placed order which is stored in the computer system of the restaurant. After storing the data, the order is placed in the kitchen section of the restaurant which starts preparing the Pizza. After the pizza is prepared it is then packed in the pizza box and then it is delivered to the counter of Papa John`s restaurant from where the customer can pick up their delicious order. Backstage is actually an intermediary for the front end and the support section of the Papa John`s restaurant which connection the customer order with its preparation along with the information of the customer (Szende & Dalton, 2015). Backstage act as the backbone of excellence service of the Papa John`s in order to satisfy the regular visiting customer because these are the people who will recommend other people form Papa John`s Pizza. It is this backstage which ensures that the satisfaction index of the customer always remain at the upper side of the ration because business is totally related to the satisfaction of the customer which actually helps the restaurant to increase its sale and create such a clean and welcoming service provider in the business market. This flow chart clearly indicates that the staff is well aware of their role and responsibility towards customers as well as management of the restaurant.
The significance of service encounter
Service encounters are one of the significant experiences faced by the service provider during interaction with the customers. It can be said that it is actually a transaction with one person or many persons to offer satisfying service to the customer. If we consider it from customer view it can be said that the service encounter is the impression which a customer feels during their visit to the restaurant. This is also called the moment of truth and is known as the moment when the customer interacts with the service firm (Matson-Barkat & Robert-Demontrond, 2018). Therefore, service encounter is when the awareness of the purchaser is placed into actual lifetime involvement in relation to the service. All the assurances which the service provider makes are replicated in the service encounter. Service encounter act as underpinning to “Gratification of Service Excellence” and it is the instant when the possibilities by the service group are preserved or wrecked. I have confronted two patterns of service encounter with Papa John`s and I might say that I am captivated by what way Papa John`s conveys out its service provision while handling the customer gratification each time.
The first service encounter I had with Papa John`s was over mobile to their consumer behaviour support structures. I contacted the customer backing team due to some billing problem, and I was on the view that it is good to get hold of a person, relatively than discussion with some robots. On calling Papa John`s I originate a very calming, comforting and serving office and the individual welcomed me with my engraves and good-naturedly attended to my issues deprived of even expressing a solo word. Once I was ended with my difficult, the agent guarantees me that she will make certain that she delivers a First call determination to me. I was bizarrely satisfied to catch this, after some 3-5 minutes of conversation time, captivating all particulars, getting in touch with the repayment team, the client agent was able to assist me with my problem. I was so glad that I even inscribed a postal to the Papa John’s team and made certain that they raise the value of the person who communicates with me over mobile. I might further rate the experience with Papa John`s to be enjoyable and pleasing (Nikbin, Marimuthu & Hyun, 2016).
The second type of encounter I confronted with Papa John`s was while placing an online order. I needed to order for one of my guests at my place and everyone was in favor of Papa John`s. I just logged in to their Papa John`s app, and to my amazement, the app was enormously customer welcoming, with easy steering tabs, and an overabundance of information to look through before making the real purchase. Inside 5 minutes I was able to order for Pizza, flanks and other object and I was offered with a tab that Delivery in 25 minutes or Pizza will be free. This privilege by Papa John's gave me a self-assurance in their delivery facilities, and to my wonder, the pizza reached my place in only 20 minutes. The delivery guy was in uniform, he welcomed me nicely. In my mind, I would rate Papa John`s 5 stars as there was not even one malfunction in their service delivery. It made me the loyal customer of Papa John's and ever since I have blowout positive words about Papa John's. Thus, it demonstrations that an optimistic service encounter leads to customer gratification and makes optimistic advocacy and similar act in case of undesirable service encounter (Sweeney, Armstrong & Johnson, 2016).
Implication for Managers
The services cannot be deposited, they are fragile, and thus the client has to wait in order to obtain service. Executives in a service group have the main part to play, similar to the executives employed in a product corporation. Due to the four components of alterations between the services and the products, the part of the executives becomes quite serious in the service encounter (Boo, 2017). The implication for managers here is that they should deliver the client with an appealing atmosphere which retains them busy while his product is being ready. It is the look out of the manager to guarantee the purchaser is involved and enjoying the atmosphere of the restaurant, else there are probabilities that client might not wait and leave. It is the obligation of the manager to make certain that purchaser without even experiencing service is involved with the brand. To some extent, this can be consistent, and this occurs by virtue of providing excellent training to the staff at the store. Therefore, it can be said that the part of manager is to add the points of physicality, do away with the issue of perishability, inseparability, and heterogeneity from the restaurant (Jalilvand et. al., 2016). It is after all this, Papa John`s is able to deliver a compressing customer experience to its respected consumers. Feedback from clients after feeling the service is of prime significance as well, as it is the clients who can deliver an accurate reflection of the Papa John`s service performs or rate it consequently. Thus, the implication for the manager here is to recognize the gap in their present service performs and close this gap with a strategy to advance customer gratification.
If the Papa John`s is able to offer the expectable level of services as apparent by the client then customer will turn into a faithful client and will spread positive word of mouth about their service. The implication for the managers is to recognize the openings in the present operations and pervade the fundamentals of physicality to involve the clients while waiting for the facilities to be brought.
1. Boo, H. V. (2017). Service environment of restaurants: findings from the youth customers. Journal of ASIAN behavioural studies , 2(2), 67-77.
2. Gronroos, C., & Ravald, A. (2011). Service as business logic: implications for value creation and marketing. Journal of Service Management, 22(1), 5-22.
3. Hossain, M. Z., Enam, F., & Farhana, S. (2017). Service Blueprint a Tool for Enhancing Service Quality in Restaurant Business. American Journal of Industrial and Business Management, 7(07), 919.
4. Jalilvand, M. R., Pool, J. K., Nasrolahi Vosta, S., & Kazemi, R. V. (2016). Antecedents and consequence of consumers’ attitude towards brand preference: evidence from the restaurant industry. Anatolia, 27(2), 167-176.
5. Lee, C. H., Wang, Y. H., & Trappey, A. J. (2015). Service design for intelligent parking based on theory of inventive problem solving and service blueprint. Advanced Engineering Informatics, 29(3), 295-306.
6. Matson-Barkat, S., & Robert-Demontrond, P. (2018). Who's on the tourists' menu? Exploring the social significance of restaurant experiences for tourists. Tourism Management, 69, 566-578.
7. Mon, L. C., & Pil, L. S. (2017). A Proposal for the Optimization of Halalizing Korean Restaurant Service Processes. International Information Institute (Tokyo). Information, 20(9A), 6245-6260.
8. Nikbin, D., Marimuthu, M., & Hyun, S. S. (2016). Influence of perceived service fairness on relationship quality and switching intention: An empirical study of restaurant experiences. Current Issues in Tourism, 19(10), 1005-1026.
9. Papajohnes. (2018) History of Papa John’s [online]. Retrieved from: https://www.papajohns.com/international/
10. Sweeney, J., Armstrong, R. W., & Johnson, L. W. (2016). The effect of cues on service quality expectations and service selection in a restaurant setting: A retrospective and prospective commentary. Journal of Services Marketing, 30(2), 136-140.
11. Szende, P., & Dalton, A. (2015). Service blueprinting: Shifting from a storyboard to a scorecard. Journal of Foodservice Business Research, 18(3), 207-225.
12. Wang, Y. H., Lee, C. H., & Trappey, A. J. (2017). Servicedesign thinking blueprint approach incorporating TRIZ and service QFD for a meal ordering system: A case study. Computers & Industrial Engineering, 107, 388-400.