SERVICES MARKETING

You are the new Vice President of Marketing and Operations of Dave & Buster’s, the video arcade, restaurant and bar venue, https://www.daveandbusters.com/. A large part of your position will focus on the overall customer service experience, which will include many facets of service operations and marketing. One of the first things you want to assess is the link between the consumer and the service process design (Chapter 8). The book states, that according to Jason Barger: “People will forget what you do, but people will never forget how you made them feel.” Therefore, service processes need to be designed with emotional intelligence. Discuss how you would use the 7 key principles in the chapter to design your emotionally smart service process. Keep in mind, that along with an explanation of the principles, I am looking for your ideas on how you would use/apply them. How do they relate to your specific business? Next, you know that feelings are a key driver of customer responses to service environments (Chapter 10). Discuss this theory and use Russell’s Model of Affect to set your strategy. Talk about this model and explain how you would set your targets for the affective states you would like your customers to be in and why. As you continue to analyze your service process and develop your service environment, you begin to consider managing your customer relationships and how you will build customer loyalty. Chapter 12 discusses the idea of building a foundation for loyalty and the Wheel of Loyalty is presented. It shows core strategies that explain how to develop a loyal customer base. While the Wheel of Loyalty is strategic, discuss what tactics/programs/campaigns you will develop to support the core strategies. How will you execute the strategy of the Wheel of Loyalty with your tactics? Additionally, discuss The Customer Pyramid and consider how your loyalty plan will target the different tiers of your customer base. In Chapter 14, the concept of identifying and correcting service quality is presented, along with The Gaps Model in Service Design and Delivery. Choose the top 3 of the 6 gaps that you think are the most relevant ones to your business. Discuss them, and support the suggestions given in each of them to close the service quality gaps. Again, how would you support and execute the suggestions. Lastly, summarize what it takes to build a world-class service organization (Chapter 15). Consider the four levels of service performance that are presented in the chapter. Explain what it takes to bring the three service functions - Marketing, Operations and Human Resources – from losers to leaders. How is this relevant to your specific business?                                                                                                                                      

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