SERVICE MARKETING

FIELD STUDY: PUNJABI DHABA

GROUP 1 GOKUL RAM VISHAKH.S ARAVIND.S

CONTENTSINTRODUCTIONSERVICE BLUEPRINT OF PUNJABI DHABASERVICE QUALITY DIMENSIONS OF PUNJABI DHABASERVICE TRIANGLE ANALYSIS OF PUNJABI DHABAANALYSIS OF PUNJABI DHABAS SERVICE USING GAP MODELSERVICE ENCOUNTER CHART OF PUNJABI DHABA

INTRODUCTIONAbout Punjabi Dhaba:Location: Kazhakootam (Near Techno Park), Trivandrum, Kerala.Started On: 25th October 2005Employees: 15 membersSpecialty: North Indian FoodsPricing of foods: 40Rs to 200RsTiming: 5.30 pm to 9.30 pmInitial Investment: 2 lakhTurnover: 2.5 lakh/monthExpense: 1.75 lakh/monthProfit: 75k/month In future they are planning to open a new restaurant near Infosys, Trivandrum. The aim of this restaurant is to offer both North Indian and South Indian cuisine. They are also planning to renovate their current restaurant to attract more customers by providing excellent services including home delivery. The target customers of Punjabi Dhaba are North Indian people who are staying around Kazhakootam. The normal customers are Techno park employees, travelers who are passing by Trivandrum - Kollam high way and the local people who are staying near Technopark. The restaurant can serve 44 customers at a time and also has parking facility for the same.

SERVICE BLUEPRINT OF PUNJABI DHABADuring our several visits to the Restaurant, we have tried to examine and understand the various facilities in the restaurant and the way in which these are used by the customers. A Service Blueprint portrays the customer experience and the service system, so that the different people involved in providing the service can understand it objectively, regardless of their roles or their individual points of view. A Service Blueprint is also helpful for enhancing the employee performance by using it as a means to give training for them. Following is an attempt to blueprint the activities of Punjabi Dhaba.We now look at each of the components of the blueprint and the role and process through which they deliver the service.

Physical Evidence: these are those assets or facilities of the restaurant which the customers can see and feel. These play a significant role in formulating the expected and perceived service quality. The most important physical evidence in our case is the Restaurant hall, furnitures and the way they arranged. When a customer enters into the restaurant they can see a very clean and multiple tables arranged in such a way that make the customers comfortable to sit and eat with their friends and family. For a restaurant which targets mainly north Indian people, the restaurant name, servants talking in Hindi and the songs played in Hindi make the customers to believe that they are getting a north Indian Panjabi food. However the restaurant has to improve a lot in terms of cleanliness and ambience. Employees should wear a north Indian kind of dress and talk to the customers in Punjab will make the customers to feel that they are in real Punjabi restaurant.Customer Actions: in our blueprint we have focused only few customer actions like selecting the menu, ordering and paying. All these actions are interlinked and they do have a corresponding onstage employee action. There is no separate person look at customers who are coming to get parcel from the restaurant When we went there we had to wait a long time to give order and there is no chair or anything to sit and wait. A person who is sitting in the cash counter asked as what you want after a bit of time. I think that is because few of the employees know languages other than Hindi. The designs and standards should be modified to tackle these problems and also the employees should be trained to talk few basic local words to attend a customer.Employee actions (visible): these are the responses to the various customer actions. These employee actions attending the particular table, issuing menu card, taking order, explaining the availability and non availability of the food stuff in case of any failure, deliver the food to the right customer at right time, etc. each of the customer action will trigger an onstage employee action which will be visible to the customer. These visible employee actions play an important role in the service delivery. Employee actions (invisible for customer): these are those activities or actions that aid the onstage employee actions. For example, passing the order to the particular kitchen person. Because not every employee trained in all kind of food preparations. So the employee should be trained and updated with the availability of food stuffs and the specialization of employees who are preparing the food. Similarly another example would be, there should not be any mix or confusion in delivering the ordered food to the right person and delivering it to the right customer.Support Processes: these are the internal services, steps and interactions that take place to support the employees in delivering the service. In this restaurant the support functions are cooking machines, swipe machine, training programs and telephone.

SERVICE QUALITY DIMENSIONS OF PUNJABI DHABAFor analyzing the service quality of Punjabi Dhaba, First we went their as a customers and had Punjabi foods and observed each and every aspects of service quality through the concepts we have learned i.e. we observed the ambience, waiting time for delivery of food, employees dealings, reponsivess and behavior towards customers etc. On our second visit we have asked some questions to owner Sajeev Kumar (about the employees training, reliability of dhabas service) and some of the customers (3 to 5 customers). Results are 3 of them are happy with the service provided by Punjabi dhaba and have received the expected service for the money they are giving. And 2 customer is not satisfied with the physical evidence or ambience of restaurant; he also said that nobody is there to greet the customers at the entrance.Now we are going to explain the service quality of Punjabi Dhaba using the concepts service quality dimensions such as: Reliability- It is defined as the ability of Dhaba and its employees to perform the promised service dependably and accurately. Responsiveness- It is the ability of Dhaba and its employees in attentiveness and promptness in dealing with customer requests, questions, complaints and problems. Assurance- It is defined as employees knowledge and courtesy and the ability of dhaba and its employees to inspire customer trust and confidence. Empathy- It is defined as the caring, individualized attention that the firm provides to its customers. Tangibles- Tangibles are appearance of physical facilities, equipments, personnel, and communication materials of Dhaba.

RELIABILITY They delivers the food with in promised time after taking order (5 to 8 minutes). Customers dont have to wait for Telephonically ordered takeaways through . Home delivery at the promised time. Less errors in taking orders between customers and employees, no mistakes in bills. .

RESPONSIVENESS Employees in the dhaba gives prompt service to its customers. When the customer calls the waiter in between having foods, they will comes quickly but sometimes busy with other customers.

ASSURANCE Employees in the dhaba have good knowledge of all items in the menu. Employees in the dhaba are consistently courteous with the customers. Slight problems in interaction with local customers due to language.

EMPATHY No personal and individual attention to customers. Not convenient working hours to its customers.

TANGIBLES Bad ambience (Not air-conditioned, Old fans full of dust, Old big TV, Dull colour. Physical facities in the Dhaba are not visually appealing. Employees dont have uniforms, Employees not groomed well. Bad lightings. Menu card visually not appealing

SERVICE TRIANGLE ANALYSIS OF PUNJABI DHABAThe service triangle is a strategic framework which shows the three interlinked groups (Company, Providers and Customers) that work together to develop, promote and deliver services. Providers can be the firms employees. In the case of Punjabi dhaba providers are servers or waiters, ordertaker. And customers are mostly of North Indian Technopark employees, local customers in that area.

Standard quality North Indian food at affordable price.Advertisement through word of mouth, pamphlets, charity, Ads in school and college magazines.No marketing personnels Owner himself is looking that now.

Direct Training by owner to employees.Cross training.Weightage and pay based on experienced employees.Recruiting is done by owner COMPANY (PUNJABI DHABA)

INTERNAL MARKETING EXTERNAL MARKETING

EMPLOYEES (15 EMPLOYEES) INTERACTING MARKETING CUSTOMERS

Employees behavior, responsiveness towards customers is good.Employees will take orders and delivered promptly to customers.Employees will apologize if any wrong service delivered and rearrange the food as per the customer wishGood knowledge of all the items in menu

External Marketing: This is about Making the promise. Here the efforts of Punjabi Dhaba engage to develop its customer expectations and make promises to its customers regarding what is to be delivered. The service that Punjabi Dhaba promises to deliver is Standardized quality North Indian foods at affordable prices. Dhaba doesnt have any Marketing team. Owner himself is doing that now. Punjabi Dhaba is advertised through word of mouth (mostly by techno park employees), pamphlets, and charity, Ads in school and college magazines.Internal Marketing: this deals with enabling the promise. The company cannot deliver the promise without the help of its employees. Owner will recruit the staffs by giving advertisement in news papper and he himself will give initial training and after that employees will be cross trained and employees will be paid based on the their experience, Most of the employees are from North India.Interactive Marketing: this is also known as real-time marketing. Here is where promises are kept or broken by the firms employees. The people representing the Dhaba are playing a critical role here. ie eventhough the food is good and if it is not served by employees well then customers wont come to dhaba again. In case of Punjabi dhaba Employees behavior responsiveness towards customers is good, Employees will take orders and deliver promptly to customers, Employees will apologize if any wrong service is being delivered, they also have Good knowledge of all the items in menu (which they would provide to the customers as and when required).

SERVICE ENCOUNTER CHART OF PUNJABI DHABA

Customer will enter Punjabi DhabaCustomer will take his seatWaiter will take orderDeliver the orderWaiter will give the bill to customerBill will be paid by customer

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ANALYSIS OF PUNJABI DHABAS SERVICE USING GAP MODEL Listening Gap: No market research. Lack of upward communication. Inadequate service recovery.Design and standard gap: Poor service design Inappropriate physical evidence and services cape. Performance gap: Failure to match supply and demand Difficulties faced to deliver the standards during peak time. Native customers are served by same employees who dont know local language.Communication gap: Marketing only through word of mouth. Absence of social media marketing.