IMDR

SERVICE MANAGEMENT ASSIGNMENT

Secondary Research backed up by P +rimary research at Vaishali

Customer reaction to failures in the follow four service stages: 1. 2. 3. 4. Reception Ordering Meal Consumption Checkout The study found that in both casual dining and fine dining restaurants, service failure in stage 3 (consumption) most strongly diminishes overall customer satisfaction, followed by stage 4 (payment and exiting), stage 2 (order taking and delivery), and finally stage 1 (greeting and seating). The relative impact of service failure on behavioural intentions varies by service stage and restaurant type. In casual dining restaurants, service failure in stage 3 had the most effect in diminishing diners intent to come back and willingness to recommend the restaurant to others, followed by service failure in stage 4. On the other hand, for fine dining restaurants, service failure in stage 2 was the most critical influence on diners likelihood of returning. Additionally, stage 4 was the most important determinant in fine restaurant diners willingness to recommend the restaurant to others. PRIMARY RESEARCH ANALYSIS

Step I Reception

Step II Ordering

Step III Meal Consumption

Step IV Checkout

For the primary research, we went to restaurant named Vaishali at FC road and met the manager Mr. Iyer, who was busy with his work but spared 5 minutes for us. As rightly mentioned in our secondary research that the most service failure took place at level 3 i.e. meal consumption and he told us the same that customers are least bothered about how they are wished by the guard or the door keeper, and are concerned more about the meals i.e. How does food taste? Is it cold or hot? Whether it is fresh or not etc.

PGDM-II

GROUP-3rd

IMDR

SERVICE MANAGEMENT ASSIGNMENT

Similarly they are least bothered that how did the guard wish them or if he greeted them at all. Check-out was again not the major point of failure as the people visiting the restaurant are frequent movers that included students and executives and have not solely come with a purpose of party usually at the day time. So our primary research at Vaishali proved that people are not much interested in other three factors where to meal consumption still was a point of concern and a major point of service failure perceived by customers. Also the value-price equation set in the mind of Customers comes into play. The Customers who are coming to Vaishali have a set of perceived expectations about the restaurant which is generally good South Indian food. They have ISO certification and being a regular customer to the restaurant, I can say that every time I go, the taste of food doesnt change. So there is standardization in terms of the taste to prevent Service Failure. So there are very less chances of service failure in Step 3. Also a routine steps are followed for payment of bill. The waiter asks you that shall I bring the bill and depending on your reply, he brings the bill. So Step 4 is also standardized in Vaishali. Also Step 1 and 2 are also in a way Standardized. But there is a chance of Service Failure in Step 1. As generally in Vaishali you have to wait before getting a seat with other customers. And one or two persons stand to allot you a seat. Without them it would be a mess because everyone wants to dine first. So if the person by mistake or intentionally allots someone a table before you and that person actually came after you, then it would be treated as unfair and can be a point of service failure. Also different set of customers will have different value proposition in their mind. For e.g. a customer who is visiting Vaishali for the first time and a loyal customer of Vaishali. When a customer visits Vaishali for the first time, he will have different perceptions about the restaurant. He may have heard about the food and service from friends etc. So he may be more susceptible to service failure at Step 1 then the loyal customers who often visit the restaurant. So if the waiting time is high, he may want to go to another restaurant etc. But when a loyal customer will visit the restaurant, he knows from the past experience that one has to wait before getting a table. So chances of service failure are very less for him at Step 1. Price: - The difference in prices of the food shapes the value-price equation of the customer. In Vaishali the prices are economic and so customers do not expect a very high standard of services, but they think that they are getting the best value for money in the service. Also minute flaws in service can be overlooked in Vaishali. Needs Satisfied: - At Vaishali, customers come to have a good food. This set of needs has to be taken care by the organization to satisfy the customers and prevent service failure. Servicescape: - The servicescape at Vaishali is not very fancy. They do not have airconditioned dining area etc. but it is moderately good. Also the customers are not dissatisfied with the serivcescape.
GROUP-3rd

PGDM-II

IMDR

SERVICE MANAGEMENT ASSIGNMENT

Pankaj advertisement Pvt. Ltd. (Gwalior Madhya Pradesh)

The owner name is Mr. Pankaj. He started this company about 15 years before. It is big and no. 1 advertisement company in Gwalior. Their business is to give advertisement only in Newspaper and magazines. Service Failure - : 1. Manpower shortage. 2. Electricity problem. 3. Negative feedback. Implication -: On asking regarding service failure and how you handle it. He told it is part of every business. He told some time manpower problem happen. Sometime shortage of manpower is there because of which other people face over work load. Sometime they face electricity problem. At that time all the works stop and he has to arrange alternatives. He also face problem regarding negative feedbacks. He told it is human tendency to find fault in work. At last he said His business is doing well by god grace.

PGDM-II

GROUP-3rd

IMDR

SERVICE MANAGEMENT ASSIGNMENT

Investment Advisory Service

Investment Advisory Service is a business that provides investment advice or counsel to an investor in exchange for fees. Investment advisory services may interact directly with a client (e.g. by managing assets), or may provide passive, general advice on which securities or industries are bullish or bearish. Investment advisory services managing a certain amount of money must register with the SEC; the actions of all investment advisory services are governed by the Investment Advisors Act of 1940. Importantly, it is a criminal offense for investment advisory services to provide false or misleading information, and to sell or buy their own securities to or from a client. Whats an investment advisor representative? An investment advisor representative (often referred to as an "IAR") generally is defined by most states as a person who, for compensation (1) makes any recommendations regarding securities; (2) Manages accounts of clients; (3) Determines which recommendation or advice regarding securities should be given; (4) Solicits or sells investment advisory services, or (5) Supervises employees who perform any of the foregoing. Firm visited: Anand Rathi, Marketyard. Manager / IAR: Vikram Shah

Service Failure: The IARs are the technical analysts who provide information about the future prices of shares, mutual bonds, bullion market, etc. They make the predictions based on various aspects like past performance, market scenario, future govt. policies & regulations, future market growth, fund management in case of bonds. The only kind of service failure that can happen is that the predictions may go wrong. Since these are only predictions and not any guarantee, the advisees cannot go against the firm. Overcoming the service failure: There is no such specific mechanism to overcome the service failure. They just continue to gain knowledge as to what went wrong and tries analysing technicalities and uncertainties.

PGDM-II

GROUP-3rd

IMDR

SERVICE MANAGEMENT ASSIGNMENT

RIA BEAUTY PARLOUR Q .1 Tell us something about yourself and your Beauty Parlour? She is a professional beautician, certified. She is running the parlour since 10 years. It is located at Parvati. It can accommodate only two customers at a time. She is running it on her own.

Q.2 what kind of services do they provide? Shampoo, conditioning. Haircuts. Spa. Facials. Bridal make up. Head massage and body massage. Waxing. Bleaching. Pedicure and manicure.

There are some other merchandise that she keeps for sale like shampoos, conditioners, face packs, nail colours, kajal etc. Q.3 How many Employees are there and typical structure of the parlour? She is only one working there. She has no help and she runs it on her own. She attends only one customer at a time. There is no structure as such as she is the sole employee and the owner of this parlour. Q.4 Tell us about your Process of Services Delivery to the consumers? Customer calls before coming. Customer comes. Tell her which service they want. Service is given Payment is accepted only through cash.

Q 5: How do they identify Service Failure and how do they overcome it? She said that sometimes the service failure is noted when the customers complain. Also she notices some on her own with the way the customer behaves. The service failures are: Lack of space, so customers have to wait if they havent taken an appointment. Lack of change to pay to the customers. Cards are not accepted causing inconvenience to some customers.
GROUP-3rd

PGDM-II

IMDR

SERVICE MANAGEMENT ASSIGNMENT

Can attend only one customer. Locality in which it is situated is such that people dont want to get expensive spa treatments. The method to overcome is that when her customer comes for the first time she tells them that next time they come she can call before coming as they dont have to wait for long .also she makes sure she gets a lot of change from home to avoid an problems. She tries to multi task sometimes as she cannot keep her customers waiting for long. She also keeps magazines so that the customers are kept entertained during the waiting time.

PGDM-II

GROUP-3rd