SERVICE MARKETING

REPORT ON:
“Buffalo Wild Wings (B-DUBS Jubilee Hills)”

Team No- 10
Ritam Chakraborty- 19021141086
Twinkle Pandita- 19021141128
Harshit P Gondole- 19021141046
Ankita Agarwal- 19021141020

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SL No. PARTICULARS PAGE
NO.

1. Insights to service 3

2. Service Design, Layout and 4

Process

3. Why this particular company? 5

4. Service marketing challenges 6

5. Servicescape 7

6. Service Quality 8

7. Service Blueprint

8. Suggestions/ Improvements 11

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 INSIGHTS TO SERVICE
We experienced a good change in mood just by entering the place.
 This place has got some cool interiors with nice music. The service was fast and
quick. Quality food up to the mark.
 The vibe was powerful, and the crowd was great. The place had a good seating
arrangement and the theme was of sporty look.
 The memorabilia display was nice to watch.
 Continuous steaming of sports was an icing on the cake .

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SERVICE DESIGN AND LAYOUT

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 WHY THIS PARTICULAR COMPANY?
Buffalo Wild Wings, being famous for sports bar and also for its hot chicken wings. But its history dates
back to 1982 when it was first opened in Ohio, USA. This American food chain can be described in only
three things: Wings. Beer. Sports. That’s why we chose Buffalo Wild Wings for our survey. They have a
successful business plan,fun,food, sports and an environment preferred to watch sports ,play games and
a good time to spent with friends. There are plenty of screens around the outlet so that the live action is
not missed even at a blink. They have positioned themselves in such a way that if someone wants to
grab some food while watching a live match, they think of B-Dubs. And B-Dubs is already famous for
providing at par services including capturing the energy of a stadium that wows people whenever they
visit the restaurant. With gaming consoles and arcade games, they keep the customers occupied and
want the customers not to feel bored while their order is being prepared. Also, the restaurant is situated
at a prime location (Jubilee Hills) which is quite popular amongst people living in and around Hyderabad.
Reviews of the restaurant is also good and the restaurant is awarded Times Best new American
restaurant of the year 2018, Restaurant India Awards - Best Debutant Sports Bar of the year 2018,
Radio City Business Excellence Award 2018. And who doesn’t love Beer and Wings while watching your
favorite game?!

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 SERVICESCAPE

Elements of the physical Servicescape that affect customers include both exterior and interior
attributes which have shown above as customers mostly rely on these parameters to assess their
satisfaction during and after consumption.

A video of Servicescape have also been provided through

6 pen drive.
 MEASURING CUSTOMERS PERCEPTIONS OF SERVICE QUALITY
(SERVQUAL) TOWARDS BUFFALO WILD WINGS (B-DUBS)
RESTAURANT, JUBILEE HILLS, HYDERABAD, TELANGANA

The SERVQUAL aims at measuring customer perceptions of service quality towards B-Dubs
restaurant by conducting this analysis we can generated a number that how many number of
customer are satisfied with the service and how many are not. Buffalo Wild Wings is in the
metropolitan city of Telangana and is an American casual dining restaurant with lively sports bar
chain dishing up wings amid lots of large-screen TVs.
The questionnaire was used to collect the primary data. The target population is customers with
prior experience of B-dubs restaurant, Jubilee Hills, Hyderabad- location of our research and the
sample size of the study is 40.
The five SERVQUAL parameters- tangibles, reliability, responsiveness, assurance and empathy
is used to measure the expectations and perceptions of the customer on the service quality of B-
Dubs restaurant.

CUSTOMER EXPECTATIONS OF SERVICE

Customer expectations are beliefs about service delivery that serve as standards or reference
points against which performance is judged. Because customers compare their perceptions of
performance with these reference points when evaluating service quality, thorough knowledge
about customer expectations is critical to service marketers.
CUSTOMER PERCEPTIONS OF SERVICE
Customer perceptions is how customer perceive services, how they assess whether they have
experienced quality service and whether they are satisfied with the service.

GAP SCORES
PARAMETERS EXPECTATION PERCEPTION DIFFERENCE RANK
SCORES (E) SCORES (P) (P-
E)/QUESTIONS
TANGIBLES 27 25 -0.50 5
RELIABILTY 33 27 -1.20 2
RESPONSIVENES 25 20 -1.25 1
ASSURANCE 28 24 -1 3
EMPATHY 32 28 -0.80 4

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Reliability has the highest expectation score and the second highest perception score which
implies that the customers at a restaurant expects a very high level of service on reliability and
they even perceived high level of reliability service dimension from the restaurant. Customers
wants to get the right service at the first time, and they want the restaurant to show sincere
interest in solving their problems. Therefore, reliability was one of the main problems of B-Dubs
restaurant.
Responsivenessis the main problem of B-Dubs restaurant among the other five parameters. It
implied the restaurant did not provide prompt service to customers. The restaurant did not
response to their request immediately and did not inform them when the service will be
performed, and lack to willingness to help them. Thus, the restaurant needs to improve this
dimension to show that they are aware of good customer relationships.
Assurance is the third highest gap among five dimensions. Although the gap is smaller when
compared to reliability and responsiveness dimension, B-Dubs restaurant should focus on
assurance and trust as well.
Empathy dimension is the second lowest gap among the other five dimensions. For restaurant
services, customer want individual attention and personalized service. This dimension also needs
improvement and B-dubs should consider and improve in empathy for better service offer.
Tangibles is the lowest expectation score. It implies that the restaurant matches the customer
expectation most when compared to all five dimensions. It can be said that the restaurant has
good facilities and equipment. The appearance of the restaurant’s employee was neat and clean
which is necessary to establish a feeling of confidence and credibility for the customers.
Therefore, tangible dimension is also important in improving service quality at a restaurant.

The result of the study shows that the restaurant must work on its responsiveness dimension as it
is viewed as the important aspect by the customers in evaluating service quality then followed by
reliability then assurance and then empathy and then tangibles which was low level in influence
on overall service quality. Therefore, the restaurant must emphasize on improving
responsiveness and reliability as the top priority since they showed the biggest gap and perceived
by customers that it was most important as well. Although tangibles, is the least important
dimension among the others, the restaurant remain to combine tangible with other dimensions to
create a service quality strategy for the restaurant.

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IMPROVEMENTS AND SUGGESTIONS

The restaurant needs to be aware about the responsiveness dimension and make it the top priority
along with the reliability dimension. In addition, the restaurant should
 Train its employees,
 monitor their marketing communication,
 conduct customer relationship program in order to close the gap and to secure long-
term relationship.

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