Service Marketing

Service - Restaurant of Hotel Anand International, Bodh Gaya

Submitted to-
Prof. Medha Shrivastava

Group 6
Submitted by-
Ankit Raj 1109
Mahak 1132
Sagar Srivastava
Sanket Mahajan 1248
Surabhi Singh 1164
Swapnil Jaiswal 1165
Vaibhav Arora 1168
Varun Paul 1267
1. Problem Statement:

Analyze the service of Anand International Restaurant and provide feasible solutions to reduce
the waiting time of service delivery.

2. Service Blueprint

A service blueprint provides a thorough overview of the

service and related experience's end-to-end, front-to-back,
and cross-channel delivery. It is a potent tool that offers
both a broad overview of the user experience and a close-
up look at what is happening on a more in-depth level.
Through our service blueprint of Anand International
restaurant, we tried to understand the different stages of the
customer journey and what should be the appropriate
responses from the restaurant’s end. Any failure in
delivering the expected response from the restaurant’s end
was monitored and probable solutions were proposed.
3. Customer Journey Map
 4. Customer Variability

Customer-introduced variability-can take five forms:

i. Arrival variability:

All customers do not want the service at the same time or at times convenient for the company.
A simple solution is to require customers to take appointments, but in many circumstances
customers themselves cannot foresee or delay their needs.

ii. Request variability:

Customer’s requirements can vary widely and a service provider needs to have a flexible
operation system, which essentially means having more variety of equipment’s and employees
with diverse skills.

iii. Capability variability:

ADVERTISEMENTS: Some customers perform tasks easily and others require hand holding.
Capability variability becomes important when customers are active participants in theproduction
and delivery of a service.
iv. Effort variability:

When customers perform a role in a service delivery process, they differ in terms of the effort
they put in performing the role.
Variability Customers Classic Low Cost Classic Uncompromis
Accomodation Accomodation Reduction ed Reduction

Arrival All the Make sure Hire lower-cost Can create a

customers do plenty of labor. Provide sperate fast
not feel hungry employees ( discounts on food roof top
at the same Automate few Happy hours.
culinary & wait lounge.
time and tasks like
hence arrive staf)f are on making chapati
hand Require Table Also the
restaurant at and drinks.
reservations restaurant can
varying times.
Provide self- provide buffet
The restaurant service facility. Provide
service as
has 6 culinary separate
well.
staff members timings for
and 12 wait different
staff members meals (e.g
to assist Breakfast will
diners. Thus, if
be served till
there is a
sudden influx 11 am only)
of customers,
It becomes
difficult to
attend them.

Request Bodhgaya is a
tourist The culinary Keep semi- Demand that Identify
 destination, staff should be cooked food customers potential
hence the specialized in on hand in make customers
restaurants making order to fulfil reservations based on their
occasionally
different food requests for particular needs
struggle to
meet the cuisines (ex- on schedule. types of
Seafood, special Restriction
demand for
several Italian, Automate few service. service range
different continental, tasks like
cuisines at Thai etc) making chapati Convincing
once.(ex- and drinks. customers to
Seafood, Train wait staff pay a premium
Italian, Provide self-
employees to for unique
continental, service facility.
Thai etc) handle multiple services
kinds of
requests Restrict
service range

Capability Customers Ensure that Provide self- Target

who dine in employees are service facility Customers customers
restaurants able to that require no should be according to
have trouble understand special skills. required to their capacity
communicatin customers raise their
g changes to food Employ
level of
the food preferences. cheaper labour
items. capability
before using
the service.

Effort In addition to Utilize Identify

collecting Make sure Provide self- incentives( like customers
cash, the there are staff service facility. selfie counter) based on their
restaurant members to encourage interest.
accepts cards. available who Employ clients to exert
Therefore, cheaper labour more effort. Utilize a
can make up
customers normative
must exert for lethargic strategy to
Automate few
some effort to customers encourage
tasks
make card clients to
payments at exert greater
the main effort.
counter.

Subjective Food is not Ensure that Provide self Convince Targeting

Preference typically there are service customers to clients based
 served on the personnel facilities that align their on their
customers' available who allow for expectations subjective
plates by can recognise personalization with your choices.
restaurant and address . value
waitstaff. As a varying proposition.
result, expectations.
consumers
have divergent
attitudes;
some desire
solitude and
space, while
others prefer
waiters to
serve the food.

5. Service failures and service recovery

Service Failure
6. Service Recovery process

Anand Restaurant’s staff can follow a procedure listed below:

● Offer a swift and genuine apology. Apologies would not admit guilt; they are simply a
method to acknowledge that the customer is dissatisfied.
● Listen closely to the customer and determine the cause. It could be a training problem, a
staffing problem, or an honest error. Regardless of the explanation, it would be necessary
to identify the root cause so that it is simpler to make the customer satisfied and mitigate
the issue
● Understanding how the customer feels, and then determining the cause. It could be a
training issue, a staffing issue, an honest mistake. Whatever the reason, it is essential to
know what that cause is so that it will be easier to make the customer happy and mitigate
the issue moving forward.
● Offer an appropriate solution, make it so as quickly as possible. The urgency will
demonstrate the seriousness towards better customer experience.

In general, the responses can be categorized in following types:

1. Compensatory responses: free of charge dish, discounts on bill, free beverage coupon, cash
compensation.

2. Corrective responses: total replacement of food/cutlery, cleaned, fixed, changed, filled in

a survey form, chased out, threw away, took off, fired the staff, checked.

3. Empathetic responses: apologized, explained, concerned, promised, smiled.

4. Authority intervention: admitted inspection by health authority, changed chefs, Food and
drug authority inspection.