Posted at 12.30.2018
Gloria skinny jeans in Australia is one of the most renowned coffee brands and is consumed by the individuals in almost their each day lives. Ideally you need to always get a positive experience however it you can do once that a good regular customer might face a negative experience that could influence its purchase behavior in future. In this particular report, an instant point out is given on importance of customer satisfaction and loyalty in the current highly competitive service industry along with producing the service company i. e. Gloria skinny jeans coffee store and its own achievements. Next the existing service offering of the brand is reviewed in which various ways where the service can be availed and what different categories of products can be found.
Later important features of the store are mentioned which assists with possessing a perfect service delivery system in place that helps in increasing satisfaction and increased earnings overtime. Further, a detailed reflection is done on 1 of the negative service experience by me in a Gloria jean's coffee shop in my previous university or college campus which clarifies the regions of negative satisfaction plus a sound example of service recovery process has also been illustrated which helps in understanding how firm can win back dissatisfied customers.
The need for communication operating environment is also seen in a nutshell which reflects the notion that it's a vital component and has great vitality in influencing a consumers brain. Lastly, the report concludes with vital recommendations that could be of great value for the management.
Table of Contents
Developing or keeping customer loyalty nowadays is recognized as a one of the vital marketing approaches for establishing competitive difference in ever before demanding and speedily growing business world (Raab, 2011). For building or retaining customer loyalty, one must focus upon improving the customer romantic relationship by assuring quality service environment which would maintain line with the needs and expectation of consumers. Many service organizations deliver quality services to be able to keep good customer romance yet they still neglect to understand ways to keep customer devotion (Noone, 2009). However a crucial analysis of services marketing journal reveal that quality of service face reflects the real picture of degree of customer loyalty for a provider (Hennig, 2004).
Customer satisfaction is a essential tool for success especially in a service oriented organization (Keller, 2008). Critically studying a service delivery system through the use of blue print technique has many benefits as it helps in reflecting weaker regions of service delivery of the organization (Hooley, 2008). After clearly figuring out the weaker areas, improvements can be carried out for making certain these practices are not repeated which would lead to higher earnings and increased customer loyalty (Fletcher, 2010).
Gloria Jean's is a espresso store that were only available in 1979 in North Chicago, USA by Gloria Jean Kyetko who began its own small company by renting a small shop. Following the great success in USA and other areas of world it enrooted its footsteps in Australia in 1996 by setting up its first store in Sydney which includes extended to a total of 470 stores today. Presently, the brand has total of 910 stores located internationally which assists to the coffee requirements of 100 million customers every year in Australia (Gloria Denim jeans, 2012).
The organizations perspective is to be the most treasured and respected espresso brand in world and to be able to achieve this the company has setup a certain group of worth that are developed to excel in business and develop better partnerships through integrity and trust.
The brand has variety of product offerings which requires a setup part for delivering the merchandise. Variety of product offerings have been posted down by using a chart which shows the types of espresso, Tea, hot and frosty chocolates shakes and refreshments, berry chillers, cakes, snacks, salads etc (Appendix1). The customer has two options to choose for consumption of product offering i. e. either to dine in and relax in the lounges or caffeine tables with good friend or colleague or for the busy on the go people can make takeaway. Service delivery is basically all about the brand getting together with its customers at various ends and so it's important to really have the best service delivery when the customer interacts with the service organization representative who demonstrates the brand name or identity (Woo, 2008). Thus service encounters have a essential role that can be played in maintaining customer satisfaction especially if it's in a regular pattern such as the one inside our case of regular coffee buyers.
Gloria Denim jeans as a brand name has variety of attractive features that shows in its service delivery system such as:
Unique brand name which has good taste, superior quality and bouquet of product offering.
A standard staff even with a standardized greeting skills as 'Hi there, what can I get for you?'
The store interiors such as design, furniture, wall structure colors, counters, backend all of which are kept standard in any way stores.
Not only the store interiors but also the displays in stores such as cake pieces and mugs are displayed in a standardized way around.
Payment while ordering and not providing and name request for appropriate delivery of coffee in right hands.
A very little customization as it uses a lot of time thus standardized product packaging of products especially in case of takeaway items.
Good environment to hold out with friends, nice atmosphere, could execute a gathering for personal or business reasons easily and perfectly.
Service encounter is basically a clients or customer real experience with a company for certain length or time frame ideally which would become more than 30 minutes (Young, 2010). This survey will enlighten a negative service encounter professionally experienced by me with Gloria Jean's caffeine store in the university campus of QUT (Queensland university or college of technology). The QUT caffeine store basically functions almost all the types of espresso coffees, range of tea options, chilly coffee, pastries and even various branded retail products such as mugs and mugs. In addition, the entire experience will be examined and evaluated predicated on certain requirements such as service quality, high involvement and people digesting feature as stated by Shamma, Dyer & Liebrenz-Himez (2011). Moreover based on this negative service face with the espresso store, three key regions of dissatisfaction would be pointed out along with suggestion and ways to improve them for future encounters.
Gloria jean's has been one of the best spots for coffee at least once or twice week either before or after a lecture. On 10 of August, 2012 I experienced a negative service encounter at my college or university campus which to a great extent has influenced my coffee utilization since then. It was indeed annoying for me personally due to long queuing time and time taken for delivering my order. It was during those important lectures of my key points of marketing lecture where I had formed already got late by 10min but I thought lets take a espresso to recharge myself. When first I came into the store, I found that there surely is long queue and people holding out but I thought they might be fast and would take too much time. Regret that almost 10 minutes transferred and I was still having 1 customer ahead of me at counter-top positioning her order. Thus, my anticipations from the staff were too high that was soon diminished as the cashier was too gradual in processing purchases. I had been almost going to lose my persistence but realized the actual fact by viewing the surroundings that their products are made from scratch made me feel to hold back for some additional time. Finally it was my move and I located my order for Hot Vintage Chai latte as its one of my favorite due to the amazing cardamom smell it includes in it. After waiting for almost 6min my order was ready. By the appearance it appeared to me the right latte but when I tasted it when I reached the course I came across that that which was given to me was a cappuccino which was nowhere close to chai latte. I used to be highly dissatisfied because of this bad service face that we experienced since I put waited almost for 15min to access the end a complete wrong drink. I just experienced 1 sip and I completely trashed the cappuccino as I do not like it anytime.
Further within my next visit as i complained to the staff about the delivery of wrong order and my complete negative come across the staff was courteous enough to get apology and assured me that it could never happen again. Also to be able to rectify the prior mistake and the staff used service retention approach by giving me a choc chip muffin as a complimentary item along with my espresso order. This retention strategy utilized by him completely delighted me and calmed by dissatisfaction and anger towards the prior negative experience. The service recovery process was phenomenal and the technique used completely confused me when i started to visit Gloria Jeans frequently as I used to before. In spite of the high negative dissatisfaction and stress I put from that experience yet today I am positive and have perception that my future sessions wouldn't be bad one and my needs would be completely taken care off. Considering the case it attaches me to Finney (2010) who explained that there will always be service failures even if it's an excellent undertaking business as they are inevitable. However in situations of negative service delivery the very best and faster recovery approach is most beneficial solution for being successful back customer commitment or retention (Hill, 2007).
Considering my case on scale of 1 1 to 5 for satisfaction score, I would give the experience as 3 as Primarily I used to be highly dissatisfied due to two reasons, one being the longer queue time and subsequently credited to delivery of wrong order however a complimentary muffin on my next visit delighted me and transformed the score from 1 to 3. Thus, finally it could be said that I would surely recommend this store to my other category mates and group studying in the school because of the high quality of products and service environment they provide. Therefore, I'd continue going to the espresso store in future consequently negative encounters do not occur quite often however it can occur as it is inescapable and area of the industry.
The promotion/communication element of the assistance marketing mix plays a essential role in conversing the setting of services to customers along with providing information about the service and its quality (Belch, 2009). The marketing and communication goals of the service firm i. e. Gloria Jean's during pre-purchase is always to trigger trial among the prospective target audience (Clow, 2007), many a times we see new advertising from Gloria Jeans for occasion "The all new green tea chiller- just sip and renew yourself" such ads are services which are meant to generate trial among the target audience but when the buyer goes to the nearest store and experience a poor service encounter then the complete rationale behind the communication is lost. Same is in the event when the customer is actually consuming the product or is going to buy (Keller, 2008). For instance one would think of experiencing cold caffeine when its quite hot outside froma particular top quality coffee shop, but the moment he gets into the store and recognizes the ad on stand saying "new nudie fruzie" creates a thought at heart to try something new and experience it since it can be obtained there. Thus, point of purchase advertising would work best in service offering nevertheless the service delivery process should go smooth to be able to get the best out of this communication (Aitken, 2008). Overall it can be said that advertising may be used to overcome the intangibility of the assistance and assist the customers to make a more informed assessment of the service offer (Kitchen, 2008).
In today's market the majority of the marketing professionals tend to believe that it is very difficult to accomplish service brand commitment however still they try their best by applying a regular operating system because of their customer's convenience in order that they develop commitment in their head (Hooley, 2008). Same is seen in case there is Gloria jean's where it has constant operation strategy which helps in familiarizing the customer along with repeat sales however a few of the elements that needs to be focused after would be psychic cost such as lack of instore communication during service delivery or even sensory cost such as hygiene and cleanliness during and after service delivery.
Since in a service delivery process the customer and the personnel both are positively mixed up in process of delivery, it is essential that the customer appreciates off by reading the signage in store instructing where to get started on and finish off the service buying process. Since no proper instructions are placed such as "order here" or grab here- communication difference occurs. Another important suggestion is to avoid too much personalization such as in case there is the order it could appropriate for taking only the first name along with assigning a particular order amount on the receipt rather than asking the full name and writing it on the coffee cup. Research shows that personalization assists with increasing customer commitment vice versa research also suggests that a whole lot of information about customer creates pain. Finally, one of the most crucial recommendation would be to have a appropriate physical evidence in form of backstage area so that many unwanted rubbish and materials can be dumped off which would create an hindrance in delivery of service and also together reduce customer satisfaction.