Question

Service Modification and Development

Assume the role of Service Marketing Manager of a specialized service company that operates in th neighboring cities of Tuskegee University. List the service attributes of your selected service center an Identify the problems associated with each service attributeeach attribute for betterment of the entire service centerOnce you are done with the service modification, explain the ways you have Incorporated the of marketing mix in designing this newly modified customer-oriented service Provide appropriate justification and example to validate your answer .

Answer 1

Chick- choice is a speciality restaurant in the neighbouring city of Columbus. The facility is a mid range eatery famous among locals, tourists and student community. It is most famous for its choicest chicken specialities made from organic free range birds, besides exotic desserts and shakes.

The service attributes and their modification process is listed below.

S.No.	Service attributes	Modification
1	Freshness of ingredients	Monitoring of procurement
2	Quality of raw materials	Monitoring and customer audit
3	Ambience	Re do of furnitures and accessories
4	Promptness of service	Training of staff
5	Positive Customer feedback	Increased customer focus
6	Quality of Preparation	Training and quality enhancement of kitchen staff
7	Soft skills of staff	Training of staff
8	Variety of dishes	Inclusion of more items
9	Customer Relationship Management	Increased customer focus
10	Parking and air conditioning	Re do of services
11	Cleanliness	Training and monitoring of housekeeping staff

2. Incorporation of 7 Ps of marketing

(a) Place - Choosing the right place for service delivery. In this case it is enhancement of ambience and customer experience.

(b) Promotion - Advertising the service through word of mouth, referrals and direct promotion.

(c) Price - Managing the price in the range suitable to majority of customers.

(d) Packaging - The quality of presentation needs to be enhanced and should compliment the quality.

(e) People - Training the people to deliver the best customer experience.

(f) Process - Using process enhancement tools by training of people and implementing standard operating procedures.

(g) Physical evidence - The service should command the price asked for. It includes everything, the preparation, quality of product, the service attributes like promptness, courteous attitude, soft skills and the ambience of the place that together give physical evidence.