Service Marketing Audit
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Transcript of Service Marketing Audit
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Gap 4: The Communications Gap
As stated in Service Marketing: Integrating Customer Focus Across the Firm , gap 4
illustrates the difference between service delivery and the service providers external
communications (Bitner , et al. 42). This gap mainly encompasses the expectations customers
perceive through the marketing communications and pricing of the service.
I ntegrated Services Marketing Communications
Questions to Evaluate
In terms of Integrated Services Marketing Communications , the following questions were used
as guidelines to evaluate Boardwalk Burgers and Fries:
1. H ow well do all company communications including the interactions between company employees and customers express the same message andlevel of service quality?
2. H ow well does the company communicate to customers about what will be provided to them?
3. Does the company avoid overpromising and overselling?4. H ow well do different parts of the organization communicate with each other
so that service quality equals what is promised?
A ssessment of Boardwalk Burgers and Fries
The Boardwalk Burgers and Fries franchise clearly communicates a consistent message and level
of service to its customers. However , the interaction between employees and customers in the
College Park location needs to be improved in order to maintain this message. Through the
company website and public relation events , it is apparent the overall message of the franchise is
that Boardwalk Burgers and Fries is a fun , friendly , casual restaurant where each customers
meal will receive personal attention. The company mainly uses blue , gold , and yellow colors
with pictures of waves and suns , reminding the customer of summers at the beach. A company
testimonial even states , They are just like I remember them growing up at the beach , tying in
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the nostalgic feel (Boardwalk Fresh Burgers and Fries: Testimonials). The restaurants are
primarily located at concert venues , ballparks , and amusement parks where the restaurants can
use this nostalgia to play a role in creating memories.
The restaurants communicate a casual persona. They are decorated using the same colors as the
website , and the environment does not constrict any customer to feel as though he or she must
dress or act in a certain manner. Also , when we entered the restaurant , we were greeted with H i.
H ow are you?. Also , one cashier joked with us , making us feel welcomed and comfortable.
When the customers order is ready , an employee simply calls out the number reflected on the
receipt. Along with the food distributed in aluminum foil and plain white paper bags , the overall
ambiance is informal.
When the College Park location opened , the Baltimore Oriole mascot visited and interacted with
customers. This public relations event tied in the nostalgic appeal while creating a fun and
entertaining atmosphere. Being located near the University of Maryland campus and next to a
few apartment complexes , Boardwalk Burgers and Fries also distributes coupons in the
University of Maryland newspaper , The Diamondback.
The company advertising makes promises for the level of the quality of food given to the
customer. The website and printed menu display pictures of the signature burgers such as Bleu
Burger and BBQ Bacon Cheddar Bacon. When pictures are illustrated to the customers , each
restaurant must prepare the food to that specification. Also , Boardwalk Burgers and Fries pridesthemselves in offering fresh food products stating , we only use fresh ground beef that has never
been frozen. Every morning , we hand make every single burger pattyOur famous fries are
hand-cut everyday and only made to order(Boardwalk Fresh Burgers and Fries). Although all of
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the group members food tasted fresh and very good , this statement sets a promise to the
customers that their food will be made with the freshest ingredients. In the College Park location ,
being able to see the employees cook each order makes it more difficult for the employees to not
adhere to these promises.
Although the advertisements and company website establish informality in service , the
interaction between customers and employees was inconsistent in maintaining a friendly ,
comfortable environment. Through multiple encounters , at times , the employees offered free
sodas and free chicken fingers and fries platter when they tried to close the restaurant early , but
at other times , the employees were overly flirtatious and rude , making group members feel
uncomfortable. Also , on one visit , the employees at this specific Boardwalk Burgers and Fries
did not prepare an order correctly. Although the employees were notified of this mistake , they
failed to prepare the order correctly in a suitable amount of time. On another occasion , the
cashier displayed a very poor attitude , and then proceeded to get into a verbal argument with
another employee. This behavior not only veered the attention of customers to this argument , but
also made the cashier shy away from her duties , causing a line of customers to build. This poor
customer service creates an unfriendly , uncomfortable atmosphere which contradicts the
franchises overall message.
P ricing
Questions to Evaluate
For evaluating the pricing of the food products of Boardwalk Burgers and Fries , the following
questions were used:
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1. Is the company careful not to price so high that customer expectations areraised?
2. Does the company price in line with customer perceptions of value?
P ricing A ssessment
Boardwalk Burger and Fries prices are consistent with its overall message of a fun , fresh , quick
restaurant. To its customers , Boardwalk offers a mid-priced array of food products that is more
expensive than the value-oriented McDonalds or Burger King , but less expensive than a
prestige-oriented sit down restaurant. The restaurants customers expect to receive better quality
food for its price , especially when the customer has the option to pay less at a fast food restaurant
chain. Boardwalk Burger and Fries also establishes hedonistic value by supplying pleasure and
enjoyment through the taste of the food and a fun-filled atmosphere.
Boardwalk Burgers and Fries main competitor is Five Guys Burgers and Fries. The following
exhibit is the menu from both restaurants. Although Boardwalks menu is more extensive , the
pricing is highly competitive. As displayed , the hotdogs and hamburgers are more expensive at
Five Guys Burgers and Fries. H owever , the french fries are more expensive at Boardwalk ,
primarily because they are its signature item.
Considering the prices are fairly in line with each other , Boardwalks current prices do not vary
too high or too low from any customers expectation. The restaurant has the ability to price lower
than a sit down restaurant because the customer is not receiving a high quality experience of
comfortable seating or individualized wait service. On the other hand , Boardwalk is able to price
higher than such fast food restaurants as McDonalds or Burger King because it offers a
customizable menu and each item is prepared at the time of order to ensure freshness. Therefore ,
Boardwalk Burgers and Fries is able to maintain its mid-level pricing by continuing to offer a
higher quality product at the customers convenience.
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Exhibit
Boardwalk Burgers and Fries Menu
Build-a-BurgerBuild your burger just how you like it.
Single Burger (4 oz) : 3.19Double Burger (8 oz) : 4.39
Sandwich A dd-OnsStep 1: Bun
White or Wheat
Step 2: Extras : each 60 centsBacon , American , Swiss , Cheddar , Bleu Cheese
Step 3: Free Unlimited Toppings
Lettuce , Tomatoes , Pickles , Relish , WhiteOnions , Red Onions , Grilled Onions , SauteedMushrooms , Green Peppers , Jalapeno Peppers
Step 4: Free Unlimited SaucesMayo , Ketchup , Mustard , Chili , Ranch , ChipotleSauce , BBQ Sauce , H oney Mustard , A-1 Sauce ,
Hot Sauce , Buffalo Sauce
Signature BurgersBleu Burger : 5.59
Mushroom Swiss Burger : 5.59
BBQ Bacon Cheddar Burger : 5.59
ChickenCustomize with your choice of Sandwich Add-
OnsGrilled Chicken Sandwich : 4.99Chicken Tender Sandwich : 4.99
Chicken Tender Platter (w/ fries) : 6.29
DogsCustomize with your choice of Sandwich Add-
Ons
Hot Dog : 2.99
Boardwalk FriesRegular : 2.39Medium : 3.09
Large : 4.99Chili , Cheese , or Gravy Cup each 75 cent
Chili Cheese Fries : 3.99
Salads and WrapsGrilled Chicken or Crispy Tenders
Boardwalk Salad (Romaine , Tomatoes , Onions , Cheese , and Bacon) : 6.29
Garden Salad (Romaine , Tomatoes , Onions , andCheese; No Meat) : 5.29
Bacon Ranch Wrap : 5.49Honey Mustard Wrap : 5.49
Chipotle Wrap: 5.49
Dessert:Funnel Cake FriesRegular (10) : 1.99Large (20) : 2.99
Milkshakes (vanilla , chocolate , strawberry , mintchocolate chip , or cookies and cream) : 3.29
Kids MenuH ot Dog Meal : 4.49
Chicken Tender Meal : 4.69Grilled Cheese Meal : 4.19
DrinksSoda : 1.79
Bottled Water : 1.49Kids Drink :1.39
(This menu derived from the Boardwalk Burgers and Fries restaurant at the CollegePark , MD location)
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Gap 4 Recommendation
Boardwalk Burgers and Fries does not need to adjust its pricing of service , but rather needs to
focus improvement on its integrated service marketing communications. As stated in a previous
recommendation , a more intensive recruitment and hiring process will help alleviate some
problems associated with the inconsistencies in the interaction between customers and
employees. This will aid in establishing a consistent message with the franchises overall
message of Boardwalk Burgers and Fries being a fresh , fun , comfortable restaurant.
Considering the restaurant is located in College Park , its main customers are students and faculty
members from the University of Maryland. Opening this past summer , the restaurant is still fairly
new so the company needs to reach out to the students through on campus events and
advertising. In terms of advertising to students , discounted food items would be most appealing.
Therefore , employees could pass out coupons to students on campus or to the apartment
complexes near the restaurant. Also , since the restaurant is not located within walking distance of
the campus , this restaurant would appeal to students who drive. Boardwalk Burgers and Fries
could partner with the Department of Transportation Services to offer discounted or free items to
commuters in order to drive traffic into the restaurant. The restaurant is located at a bus stop for
the University of Maryland shuttle. Therefore , the company could make flyers to post on the
shuttles as this could grab the attention of students traveling home from classes.
The restaurant can also plan on-campus events by partnering with various clubs and committees.
At the events , Boardwalk could offer food items and set up public relations events such as the
one with the Baltimore Oriole mascot. Through these events , Boardwalk Burgers and Fries has
the ability to display its freshness in the products while exhibiting its nostalgic , fun , and
friendly atmosphere.
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Works Cited
Bitner , Mary Jo , Dwayne D. Gremler , and Valarie A. Zeithaml. Services Marketing: Integrating
Customer Focus across the Firm . Boston: McGraw- H ill Irwin , 2009. Print.
"Boardwalk Fresh Burgers and Fries." Famous Fresh Cut Fries and Fresh Lean Burger Restaurants -
Boardwalk Fresh Burgers & Fries . Boardwalk , 2010. Web. 26 Nov. 2010.
.
"Boardwalk Fresh Burgers and Fries: Testimonials." Famous Fresh Cut Fries and Fresh Lean Burger
Restaurants - Boardwalk Fresh Burgers & Fries . Boardwalk , 2010. Web. 26 Nov. 2010.
.