Service Description and Reasons for Dissatisfaction
Discuss about the Service Industry Marketing for Tetsuya Restaurant.
Service marketing is the marketing strategy, which is concerned about selling anything that is not tangible (Huotari & Hamari, 2017). Effective service marketing facilitates in differentiating from one service organization from others in the market. This study will describe the quality of service and customer experience of Tetsuya’s restaurant. This restaurant is located at the heart of Sydney and gets popularity for its varieties of cuisines for preparing different types of foods. The restaurant is also popular for its natural seasonal foods provided to the customers.
In this study, I will describe my experience at my dining at Tetsuya’s restaurant. Mostly, I faced a negative experience with the service of this restaurant. This study will describe the service of the restaurant. The study will also highlight the reasons for which I was not happy with the experience in the restaurant. Apart from that, the study will also assess the significance of customer service for this particular restaurant. The ways in which the service quality and productivity of the restaurant can be improved will also be described in this study. Furthermore, a reflective statement will also be provided in this study, which will depict the value of the Service Industry Marketing Unit.
Tetsuya’s is the most popular restaurant in Sydney Australia and it is operated by renowned chef of Australia. It offers aesthetic fine dining experience to the customers. The cuisine of this restaurant is based on Australian cuisine, classic French cuisine and Japanese cuisine, which mostly use Australian ingredients (Tetsuyas.com, 2018). The restaurant is refurbished a heritage listed site having being influenced with the traditional Japanese style of creating serene dining enclave. It has gained extremely popularity for its famous signature dish namely “Confit of Tasmanian Ocean Trout” (Tetsuyas.com, 2018). It is the most popular photographed dish in the world. Apart from iconic French establishment, the restaurant has gained its popularity bringing innovative style of fine dining cuisine to Sydney.
Tetsuya’s mostly serves 10 courses of degustation menus. Such menus are unique and usually prepared with natural seasonal flavors and freshest possible ingredients. Apart from providing different types of dishes, the restaurant also offers matching wine with the dishes (Grönroos, 2016). It offers most comprehensive wine list among all other restaurants located at Sydney. The customers just have to order at the order taking table of the restaurant and the foods will be delivered to the customers at their dine table (Cronin, 2016). The customers can pay through both online and offline payment method.
No Attractive Discounts
The first and foremost thing that the customers want from a restaurant is its quality of food. High and customized quality of foods results in high level of customer service (Bridges & Hofacker, 2016). As per 7P’s of service marketing theory, the quality of food can bring the scope of fostering customization through offering them as per their tastes and requirements (Ganesh & Haslinda, 2014). However, in case of Tetsuya’s restaurant, I experienced low quality of foods, despite of having different cuisines. Moreover, the quality of the foods of the restaurant was not up to satisfaction level of the customers. Most of the time, the restaurant does not use fresh ingredients in preparing the foods, which is ultimately degrading the quality of the foods. In this way, my experience with this restaurant was not satisfactory.
Poor customer service is the prime reason for which the customers leave the restaurant with no intension of returning (Grönroos & Gummerus, 2014). The wait staffs and greeters of the restaurant must have to provide excellent customer service for leading high level of customer service. As per Servqual model of customer satisfaction, the restaurant must have to meet the customer expectations and perceptions of the customers for fostering high level of customer satisfaction (Rust & Huang, 2014). However, in case of Tetsuya’s restaurant, the wait staffs are quite delayed in delivering the ordered foods at the dine table of the customers. Moreover, I had to wait a long time to get delivery of my ordered foods. Hence, my dining experience with this restaurant was not up to my satisfaction level.
Contemporary customers are highly health conscious and mostly prefer healthy foods at the restaurants (Vargo & Lusch, 2016). Most of the customers prefer to have organic foods at the menu list of the restaurant for having a healthy and hygienic dining experience. As per Service Triangle Theory, restaurants must prepare organic foods with advanced food preparation mechanism and organic ingredients and provide them to the health conscious customers for leaving a greater dining experience (Chandler & Lusch, 2015). However, in case of Tetsuya’s restaurant, it has lack of organic food items in the menu list. Moreover, such foods were not much healthy and hygienic for my health. Hence, I was not mish happy with the dining experience of Tetsuya’s restaurant.
Attractive offers and discounts play significant role in enhancing the level of customer satisfaction even in a restaurant (Baron et al., 2014). As per the 7P’s of service marketing theory, it can be said that attractive offers and discounts are highly crucial for service oriented organizations to differentiate them from other competitors in the market (Panda & Das, 2014). It also plays an important role in enhancing the loyalty level of the customers. However, in case of Tetsuya’s restaurant, I did not get any kind of offer and discounts on my billing. Lack of identical offerings made me unhappy with the dining experience at this restaurant. Such lack of discounts and offers will surely reduce the overall customer loyalty of the restaurant with decreased customer satisfaction.
Lack of Healthy Options in Menus
Smooth and warm conversation of the restaurant staffs with the customers builds a significant part of increasing customer satisfaction. Moreover, rude behavior of the staffs with the customers highly disrupts the overall satisfaction level of the customers (Bowen, 2016). In case of Tetsuya’s restaurant, the greeting staffs and wait staffs are not much interactive with the customers. Moreover, the staffs are not much empathetic to the customer leaving an unpleasant experience for the customers. I also faced negative experience with my interaction with the wait staffs of the restaurant. Hence, my dining experience with the restaurant was quite disappointing. Such customer service will hinder the overall enhancement of the customer satisfaction.
Contemporary customers can build trust upon a particular service organization and stay loyal only when they get exceptional customer service. Hence, excellent customer service is extremely important for Tetsuya’s restaurant to build customer loyalty and customer trust. Moreover, exceptional customer service will lead to high level of customer satisfaction leading increased loyalty level for the customers (Wuenderlich et al., 2015). The customers can more likely to repeat their visit in the restaurant, while they get overwhelming customer experience from the restaurant staffs. Hence, excellent customer service is extremely important for enhancing numbers of loyal customers leading repeat customer visit.
The reputation of restaurants is always dependent upon the level of customer services provided by the restaurant staffs. Hence, excellent customer service is highly valuable for Tetsuya’s restaurant to enhance the brand awareness and improve the public persona. Overwhelming customer service increased the numbers of positive reviews for the customers leading to enhanced brand reputation in the market over the competitors (Holmlund et al., 2016). It can also solidify the minds of the customers to search for this restaurant at their first attempt. Satisfied customers are always likely to refer their preferred products to their close persons. Hence, satisfied customers through excellent customer service can lead to positive word of mouth that can result in enhanced brand strength. Positive word of mouth effectively promotes the brand value of the restaurant to the customers (Wieland et al., 2017). Hence, the restaurant can also reduce their overall advertising cost through enhanced positive word of mouth resulted from overwhelming customer service.
Excellent customer service is always associated with enhanced reputation and brand strength in the market. Tetsuya’s restaurant can have huge potentiality of increased profitability through increased customer visitation. Hence, more numbers of investors and partners will be willing to invest in this restaurant with an intention of gaining high level of profitability. Moreover, excellent customer service can be the most certain paves of the way in which the restaurant can build powerful partnership collaboration leading to enhanced business opportunities (Kumar, 2014). In this way, the restaurant can also perform long term profitable business through excellent customer service.
Poor Quality Food
Exceptional customer service conveys a set of strong moral values and beliefs in the mission of Tetsuya’s restaurant. It adds values to the overall service quality of the restaurant. It is an indicator of deeper desires to build more valuable service through resolving every issue of the customers related to the restaurant. Strong moral values and beliefs also foster positive perception among the customers regarding the service of the restaurant (Snyder et al., 2016). Hence, it ultimately can encourage the customers to visit the restaurants more frequently.
Today’s customers are highly conscious about their health for leading a healthy and hygienic life style. They are more likely to consumer healthy and hygienic food items even at visiting in any restaurant (Ostrom et al., 2015). Hence, Tetsuya’s restaurant must include some healthy and organic food items in their menu list, which will attract the attention of the health conscious customers. In this way, the restaurant will be able to provide exceptional customer service to the health conscious customers. Hence, the restaurant staffs must recognize the changing expectation of the customers over the time. It will help the restaurant to be updated with the changing customer expectation. Hence, the Tetsuya’s restaurant will be able to provide excellent customer service up to their satisfaction level.
The customers of Tetsuya’s restaurant often face negative customer experience due to lack of fresh of ingredients in the food items. Hence, the restaurant should immediately be concerned about quality of their food items for providing high quality customer service. As per 7P’s of service marketing, quality of service gives the service firms an opportunity to differentiate them from other rivals in competitive market (Jaakkola et al., 2015). Moreover, Tetsuya’s restaurant should source all fresh food ingredients from the unique suppliers. It would help the restaurant in preparing fresh and hygienic food items and provide them to the customers. It this way, the restaurant can foster high level of service quality targeted towards increasing customer satisfaction.
One of the major reasons of poor service quality of Tetsuya’s restaurant is its unprofessional and negative approach of the staffs while interacting with the customers. Hence, the restaurant should immediately focus on the area of customer and staff interaction. As per Service Triangle theory of service marketing, the quality of service of a service firm can be improved through perfect collaboration between the firm to employee and to customers (Bellin, 2016). Moreover, the restaurant should provide specific customer service training to the restaurant staffs on improving their customer service ability. In this way, the staffs will learn about ways of interacting with the customers positively and empathetically. Hence, such restaurant staffs will surely be able to provide overwhelming customer service during their interaction with the customers leading to improved service quality.
Poor Customer Service
Discounted price always adds to the overall service quality of any service firm. It can be founded that attractive discount and offerings lead to uniqueness in the overall service quality of the restaurants (Anker et al., 2015). Hence, Tetsuya’s restaurant should offer attractive discounts and offers to the customers. It will lead to positive perception in the minds of the customers regarding the service quality of the restaurant. Moreover, the customers will get more value for their money while paying for foods they have consumed. Hence, the benefit seeking consumers will be highly satisfied with such great service quality and encouraged to visit the restaurant more frequently. In this way, providing offers and discounts contribute to the overall service quality of the restaurant.
Service industry marketing unit has given me the idea of promoting economic activities offered by the service organizations to the customers. I have learned that effective service marketing is directly associated with making the service firms different from the other rivals in the market. It helps in building strong relationship with the customers through improved quality of service. I have learnt sever service marketing theories and models in this unit, which are like 7P’s of service marketing, service triangle theory, servqual model and others. Such model and theories have enhanced my service market knowledge a lot. Moreover, such knowledge gathered from the unit was very much helpful to me during my internship in a restaurant of Sydney. I was responsible for looking after the customer service department of the restaurant. Hence, service industry marketing unit facilitated me a lot in applying such service marketing theories for improved customer satisfaction. Apart from that, I have learnt several ways of resolving customer issues for improving overall service quality of service firms. Such knowledge was quite helpful for me, while I was doing my academic research paper on service marketing topic at my university. The knowledge from Service industry marketing unit facilitated me in incorporating effective theories and concepts in the research project. It also helped me to conduct the research based on practical scenario leading to high quality academic research.
References
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Negative Behaviors of Food Staffs
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