Services Sector Marketing Case Study Example | Topics and Well Written Essays - 1750 words

Services Sector Marketing - Case Study Example Having a restaurant and running it is no big deal - people all across the world do that, but not many have succeeded the way that TGI Friday's has done. The business has done a remarkable job in developing its cutting edge over its competitors, doing what others haven't done, bringing up innovation and creativity, that attracts thousands of customers to its outlets all around the world, and has maintained itself and its status as the premier entertaining hang out place, with themed coverage, and instances that create a memorizing impact on the customer, pulling them to come over again and again. Customer attraction and retention is an important phenomenon when devising a marketing plan, and this is where TGI Friday's has been fairly successful in doing a remarkable job. The difference that it has created is what gives it a cutting edge. As mentioned in the company policy, amongst the critical components for the business is the ambience that it wants to create within its environment. And certainly, the business has been successful in the same. Critical incident is a derived form of critical incident technique, in which events and observations are gathered, and these observations formulate the critical incident. Critical incident techniques define process from the point of understanding and witnessing the 'incident' to the fact finding and collecting data from the participants and till the issue is resolved. TGI Friday's can identify what constitutes a critical incident by conducting research in its area or industry specific terms, and it would ultimately lead the business into identifying whether or not it has achieved customer satisfaction. For this purpose, on a general note, businesses hire consultants for rendering their services mainly to identify the variables. Researches reveal that the critical incident here, as also mentioned in the case, would be a busy time at the restaurant. Observing the various aspects related to a busy time and comparing the same to a non-busy time would yield meaningful outcome. Here, observation needs to be done by a neutral person who is neither very defending about the employees nor a very customer centric individual. The various aspects that need to be observed are mainly the delivery time, the professionalism of the servers, and manner of delivery, lag time and other several variables. These aspects should not just be observed but the participants i.e. the customers should also be asked questions about the same. A few observations during busy times, and a few during the non busy timings would definitely yield outcome that have comparative basis and thus can be compared to illustrate whether the business has achieved customer satisfaction or otherwise. Q3: Discuss the relative merits and demerits of 'blueprinting' and 'Servicescapes' as conceptual framework for analyzing the service encounter at TGI Friday's. Blueprinting is defined as a mechanism that portrays in a visual format the procedures and participants that are involved in producing a service, or in other words, it is a visual