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AMB340 Service Audit Report - Analysis and Recommendations - Eat Street Northshore (ESN)
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Báo cáo Kiểm định Dịch vụ AMB340 - Phân tích và Khuyến nghị - EatStreet
The newly reopened Eat Street Northshore (ESN), deemed one of the best twilight markets in Brisbane, offers a unique fun-filled experience built from 180 repurposed recycled shipping containers. This venue features over 60 multicultural traders including five themed bars, eclectic shops, and micro restaurants (Eat Street Northshore, 2021). According to Lovelock’s classifications, restaurants and bars are high-contact people processing services, involving highly tangible products, whereby, consumers are physically present, as service production and consumption occur simultaneously (Wirtz & Lovelock, 2018). Due to the impact of COVID-19 and the nature of highly competitive markets, it is essential that ESN adopt appropriate competitive strategies to ensure long-term survival. To survive in a competitive market, service quality and customer satisfaction is crucial to isolate customers from competition, create sustainable advantages, reduce failure cost, encourage loyalty, and increase positive reputation (Wirtz & Lovelock, 2018). Due to the nature of individual stalls trading within a larger premise, this audit will primarily focus on Jake and Elle’s Kitchen (JEK) and Eat Street Northshore to evaluate their current service marketing strategies and provide further recommendations.
1.0 Introduction ................................................................................................................ 2
2.0 Service Marketing Mix Analysis .................................................................................. 2
2.1 Service Product and Positioning ......................................................................................... 2
2.2 Pricing, Productive Capacity and Demand ......................................................................... 6
2.3 Physical and Electronic Distribution .................................................................................. 7
2.4 Integrated Service Marketing Communication .................................................................. 8
2.5 Service Process .................................................................................................................... 9
2.6 Managing People ................................................................................................................ 11
2.7 Servicescape and Physical Evidence .................................................................................. 11
3.0 Recommendations ...................................................................................................... 13
3.1 – Recommendation 1 .......................................................................................................... 13
3.2 – Recommendation 2 .......................................................................................................... 14
3.3 – Recommendation 3 .......................................................................................................... 15
4.0 Appendix ................................................................................................................... 16
5.0 References .
Báo cáo Kiểm định Dịch vụ AMB340 - Phân tích và Khuyến nghị - EatStreet
The newly reopened Eat Street Northshore (ESN), deemed one of the best twilight markets in Brisbane, offers a unique fun-filled experience built from 180 repurposed recycled shipping containers. This venue features over 60 multicultural traders including five themed bars, eclectic shops, and micro restaurants (Eat Street Northshore, 2021). According to Lovelock’s classifications, restaurants and bars are high-contact people processing services, involving highly tangible products, whereby, consumers are physically present, as service production and consumption occur simultaneously (Wirtz & Lovelock, 2018). Due to the impact of COVID-19 and the nature of highly competitive markets, it is essential that ESN adopt appropriate competitive strategies to ensure long-term survival. To survive in a competitive market, service quality and customer satisfaction is crucial to isolate customers from competition, create sustainable advantages, reduce failure cost, encourage loyalty, and increase positive reputation (Wirtz & Lovelock, 2018). Due to the nature of individual stalls trading within a larger premise, this audit will primarily focus on Jake and Elle’s Kitchen (JEK) and Eat Street Northshore to evaluate their current service marketing strategies and provide further recommendations.
1.0 Introduction ................................................................................................................ 2
2.0 Service Marketing Mix Analysis .................................................................................. 2
2.1 Service Product and Positioning ......................................................................................... 2
2.2 Pricing, Productive Capacity and Demand ......................................................................... 6
2.3 Physical and Electronic Distribution .................................................................................. 7
2.4 Integrated Service Marketing Communication .................................................................. 8
2.5 Service Process .................................................................................................................... 9
2.6 Managing People ................................................................................................................ 11
2.7 Servicescape and Physical Evidence .................................................................................. 11
3.0 Recommendations ...................................................................................................... 13
3.1 – Recommendation 1 .......................................................................................................... 13
3.2 – Recommendation 2 .......................................................................................................... 14
3.3 – Recommendation 3 .......................................................................................................... 15
4.0 Appendix ................................................................................................................... 16
5.0 References .
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