Service and relationship marketing

Service and relationship marketing

Introduction

Service and relationship marketing is the process in which different organizations and companies are marketing their products to the potential group of clients. The sector of the services currently is becoming critical as most of the industries of around 705%, especially the ones in the UK. Services are considered to be vital because most consumers are consuming different kinds of services (Sheth, 2017). Therefore, in this assignment, we are going to discuss Adetails about the service and relationship marketing, and we are going to look at the restaurant services. Our organization has majored in restaurant service provision, especially in the United Kingdom and therefore, we are going to discuss Woodspeen restaurant which is located at West Berkshire specifically at a place known as Newbury.

Part a

Woodspeen restaurant is one of the most popular restaurants situated in the UK at a place known as Newbury at the West of Berkshire. The restaurant has got a very slick homey atmosphere that has attracted most of the clients to come and enjoy the comfort and the restaurant. The restaurant is equipped with wooden chairs, especially at the dining areas. It has also a pub made with the natural fibre fabrics that provide warmth and comfort to most of the clients. The restaurant provides several services to meet the needs of the clients and ensure each and every client is serviced to his or her satisfaction in the restaurant (Ballantyne & Nilsson, 2017).

The primary services provided at the Woodspeen restaurant is seasonal food which is sourced in a social manner whenever it is possible, and some of the seasonal foods are grown in the farm of the restaurant. Alongside the seasonal food, the restaurant also provides stylish bar services and light, and it also provides airy restaurant services and the restaurant ensures a warm welcome to the customers (Burton, Story,  Raddats & Zolkiewski, 2017). The woodspeen restaurant company also offers cookery school; this school is instrumental because it helps in teaching most of the people who are willing to get the skills of cooking some of the best foods in the United Kingdom. The Woodspeen restaurant company has accommodation services in which various people from different parts of the world can afford to get comfortable accommodation when they visit the UK, especially at the West of Berkshire. Our restaurant also provides conference facilities for various organizations and different groups at affordable prices.

The type of service at the woodspeen restaurant is the best dining services in which the menus are more elaborated and a bit expensive. The woodspeen offers a presentable atmosphere of grace and elegance. The restaurant has no restriction to a specific dressing code to the clients so long as one is presentable. The restaurant has employed chefs who are well trained mostly in the culinary school, and they have many years of experience. The restaurant also offers the five-course meal and some of the most expensive wines to the clients (Grönroos, 2017).

Our company majorly deals with the food components, and therefore, fundamental services of marketing are critical to our company. For example, foods are perishable an in most cases they cannot be stored once they have been cooked. It is, therefore, important that the company has to ensure that clients are available to come and consume the foods which have been cooked. Therefore, perishability is one of the critical aspects of our company. Intangibility is also another aspect of service marketing in our company, in the food industry, it is impossible to display to come and see the foods, touch them, weigh them or even sniff the food before deciding to eat. What our company does is to ensure that our services are of high-quality ad that will help to win the interest of most of the clients to trust and consume our foods (Gummerus, von Koskull & Kowalkowski, 2017).

Variability is as service marketing is vital to our company because our management has been keen and more attention has been increasingly paid to the consumers to ensure by ensuring that we are providing quality foods staffs and quality services to the clients consistently.  Inseparability is also another vital aspect of service marketing because our hotel rooms are not taken for home consumption, but the services are consumed at the point in which it is provided (Gummesson, 2017). Non-ownership is also instrumental in our service marketing because all the consumers of the services at our restaurant do not end up becoming the owner of the hotel because the customers are only allowed to pay for the services in order to access and use service. It is, therefore, important that our company applies crucial fundamental service marketing because this helps us to be able to improve our services to the clients and ensure that at the end of the day they are contented with the kind of the services that our restaurant is offering to them.

Part b

According to (Bittner, 1992), servicescape is considered to be a model that is emphasizing on the impact of the physical environment where the service provision is taking place. Therefore, servicescape is the environment in which most of the services are getting delivered, and it also exposes where the company and the clients are interacting. Therefore, our company is mapped based on the servicescape model, it servicescape model has been instrumental to our company because it has been able to help us understand the behaviours of our clients within the restaurant. Our clients have been consistent with consuming our services at the restaurant because of the best servicescape model that our restaurant has been able to expose to them. The beauty of the restaurant and the natural environment full o fresh air and beautiful sceneries around the restaurant has been playing a key role of attracting most of the customers to come and consume our foods and the services that our restaurant is offering.

Woodspeen Restaurant Company is a beautiful and slick, with the kitchen tables and private dining gives experience groups of people between, 8 to 16 people and this is a rare opportunity in the whole world. The restaurant is an ideal setting for private business dinner and any special occasion. Our restaurant cookery school is set on the lovingly restored famous nestling in the West Berkshire countryside. Our restaurant provides seasonal foods which are inspired by the process of the homegrown ingredients. It has a Michelin star and a warm winning wine list, and the atmosphere is very comfortable and relaxed.

The woodspeen restaurant also has conference facilities which are very comfortable and entertaining to most of the clients who are coming for conferences and workshops. It has luxury and comfortable furniture which have motivated most of the customers to come back for the same services. This has made most of the customers to be able to retain the restaurant for conference activities. The restaurant has also leisure and recreational facilities such as warm swimming pools, playing grounds for different games where different groups and individuals are able to come and enjoy and exercise (Bittner, 1992).

The environment of the restaurant is also very clean, cleanness is one of the most vital aspects in a restaurant and therefore, most of the clients find it possible to come to Woodspeen restaurant because of the neat environment and cool surrounding. This has motivated most of the clients to come and be our common clients because that kind of tidiness is very rare to most of the restaurant that they have been visiting around the UK.  The seats of the restaurant are very comfortable allowing most of the clients to feel at home when they reach at the restaurant with every corner of the restaurant connected with internet that helps most of the people to access the internet and do what they want to do online(Bittner, 1992). The environment of the Woodspeen restaurant is full of fresh air because of the different kinds of trees planted around the restaurant. The restaurant is decorated with most of the best colours which are attractive and pleasant to most of the customers, and the interior of the restaurant is making most of the customers to feel that they are at home with cool and soft music.

Part c

In this case on one of the chosen model of the servicescape, is the layout accessibility which is considered to be the way the facility is arranged in terms of the furnishing, service areas, equipment and the passageways and it also includes the spatial relationship among these elements. In every facility, the effective layout should ensure that there is ease exit and entry to where the service is provided and should ensure that ancillary and services places that include the restrooms, concessions and even souvenir stand to be easily accessible (Hanks & Line, 2018). Any interesting and effective servicescape layout is supposed to promote and fulfil hedonic and pleasure needs. When the services areas are made comfortable and accessible, most of the clients will be able to spend more time enjoying the services provided. For example, in the Woodspeen restaurant, there is an effective layout, and this makes most of the clients to spend their time within the restaurant.

Facility aesthetic is considered to be the architectural design functions and also the interior design and the décor. These are contributing to the attraction of the servicescape. For example, when a client is getting into the restaurant and any other leisure facility, they will mostly evaluate the attractiveness of that particular restaurant or the casino interior design of the facility. Most of the customers spend time in the service facility observing the interior of the facility, especially if that is their first visit. The observation they will make will either influence them to be regular customers or to run away from the facility (Kucukergin & Uygur, 2019). The customers may be affected by the colours used to paint the facility, the covering of the floor an even the seats. In most cases, dull colours and paints will not attract most of the customers, and this will tend to keep away most of the clients from the facility. Other interior design that may also attract the clients within the service facility includes proper pictures, ornaments designs, banners and many other fixtures.

Cleanliness is also very vital to the servicescape of a facility, especially in services places where clients are spending a lot of time for their leisure services. Most of the customers usually relate cleanliness with the quality of the servicescape of a given facility. For example, in the restaurant, cleanliness is a vital aspect that every client wants to see, and in most cases, a restaurant with high standards of cleanliness will make most of the clients to spend their time there enjoying the services of the facility. For example, cabbages cans within the restaurant environment should be emptied every time to avoid irradiating clients because that sends most of them away. It is, therefore, important that most of the service provider facilities should ensure that neatness is observed and maintained with the facility because that will promote and will influence most of the clients to become regular customers to the facility (Loebler, 2017).

Part d

Based on my recommendation strengthening the customer service skills is one of the best ways an organization can use to improve the service offering to the clients. It is vital that the organization should make sure that the service team is having the required skills that will help in managing the needs of the customers. For instance, the team should be able to be patient, empathy and consistent because customers will come of different behaviours with some asking a lot of question, some are irritating, and some will be too much talkative. Therefore, it is vital for the service team to be able to handle all type of customers. The team should also be able to adapt a different kind of customers because some are full of surprises and be able to contain their moods. The service team should be able to communicate clearly and pass the correct information to the client, and mostly the organization should encourage the team to use the authentic positive language (Parise, Guinan & Kafka, 2016).

Giving customers a chance to provide their feedback will also help the organization to improve the services to the clients. For the organization to be able to learn the best experiences, the bad expectance it is vital to provide an opportunity to the customers to be able to provide their feedback concerning the services the organization is providing. The reason for this is to help the organization to adjust on some of the areas that they are not receiving positive feedback from the customers (Ryu & Lee, 2017). Client’s feedback is playing an essential role because it helps the organization to know whether the client is satisfied or not contented, and this will make the organization to make proper arrangements to fix everything in order. Therefore, it is vital that most of the organization should ensure that they provide a system that will help the clients to provide their feedback concerning the services offered.

The organization should also enhance the customer service strategy in order to improve their services to the customers. Most of the clients will feel very comfortable when you get to them personally (Loebler, 2017). For instance, make a call to them or send an email to them appreciating them will motivate most of them to come and consume your services, unlike when you create automatic emails and bots. It is also essential to be available to the clients and ensure that they can reach. Make sure that you meet the clients and talk to them, and it is also possible to provide the customers with your address because this will ensure that they can reach you when they need your services and hence this will always keep the organization at the top of every other organization because they clients are free to reach the management of the organization and their needs can be settled immediately.

The organization should improve the interaction with the customers as this will help to maintain most of the clients. The service team in the organization should have active listening skills to the customers because this will help the customers to feel free and their needs attended to at the appropriate time. It is vital that the organization should be ready to pay attention to the needs of the clients because that will motivate them to come back for the same services in the next day or even a different service within the organization and that will promote the organization (Hanks & Line, 2018).

Conclusion

Service and relationship marketing is vital to most of the organization because, through that, they are able to sell their services to different kinds of clients and maintain them. It is essential that the service provider organization should be in the front line to implement some of the best strategies of service marketing that will ensure that their services are valued by the customers. An organization should realize that service provision requires special means of acquiring customers because it requires one to win the interest of the customer in case of any failure to win the interest of the customers then the business is likely to fail (Parise, Guinan & Kafka, 2016).

References

Ballantyne, D., & Nilsson, E. (2017). All that is solid melts into air: the servicescape in digital service space. Journal of Services Marketing.

Bitner (1992) Servicescapes: The Impact of Physical Surroundings on Customers and Employees; Journal of Marketing 56 (2): 57

Burton, J., Story, V. M., Raddats, C., & Zolkiewski, J. (2017). Overcoming the challenges that hinder new service development by manufacturers with diverse services strategies. International Journal of Production Economics, 192, 29-39.

Grönroos, C. (2017). Relationship marketing readiness: theoretical background and measurement directions. Journal of Services Marketing.

Gummerus, J., von Koskull, C., & Kowalkowski, C. (2017). Guest editorial: relationship marketing–past, present and future. Journal of Services Marketing.

Gummesson, E. (2017). From relationship marketing to total relationship marketing and beyond. Journal of services marketing.

Hanks, L., & Line, N. D. (2018). The restaurant social servicescape: Establishing a nomological framework. International Journal of Hospitality Management, 74, 13-21.

Kucukergin, K. G., & Uygur, S. M. (2019). Are emotions contagious? Developing a destination social servicescape model. Journal of Destination Marketing & Management, 14, 100386.

Loebler, H. (2017). Humans’ relationship with nature–framing sustainable marketing. Journal of Services Marketing.

Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411-420.

Patrício, L., Gustafsson, A., & Fisk, R. (2018). Upframing service design and innovation for research impact.

Ryu, K., & Lee, J. S. (2017). Examination of restaurant quality, relationship benefits, and customer reciprocity from the perspective of relationship marketing investments. Journal of Hospitality & Tourism Research, 41(1), 66-92.