service marketing management Essay examples

1373 Words Feb 27th, 2014 6 Pages
Service Marketing Management

Introduction
For this assignment I will be choosing a service organisation, with reference evaluating the service processes, service people and resource utilisation and how these approaches can possibly lead Starbucks to success. My evaluation of service processes, service people and resource utilisation will be appraised with references to purpose and limitation with regard to how the effective management of these areas will lead the organisation to success.
Service process
Service processes are not just services which satisfy customer needs and meet the organisations strategic intentions. Excellent service is ‘the result of careful design and delivery of a whole set of interrelated processes.’
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(ManagersDoor.com, 2014) (Starbucks Coffee Company, 2014)
The Volume
‘For a café the volume of output is low, less labour, less systemisation, and each staff member completes a wider variety of tasks which results in higher unit costs’. (ManagersDoor.com, 2014). Nevertheless, Starbucks based in Harrow, their output volume is higher than a normal local café, as the demand for coffee, sandwiches and cool drinks from the customers is high. Thus due to the less systemisation and staff members completing a wide variety of tasks does result in higher unit costs. (Starbucks Coffee Company, 2014)
The Variety
Starbucks offers many different products such as drinks, food and nutrition. All of the Starbucks products are made from the finest quality. Therefore they are providing their customers with the finest service by providing the customers what they are demanding. Nevertheless their service has high variety dimension as they are providing the customer with the food, drinks or nutrition they way the customer demands. They do not have a defined routine of the way the make the food, drinks or the nutrition’s for the customers, as customers are ever-changing. (Starbucks Coffee Company, 2014) (ManagersDoor.com, 2014).

The Variation
Customer demand changes dramatically over time as customers are ever-changing and it can be difficult to keep up with the customers. For Starbucks customer demand is generally high.

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