Delifrance Service Firm Audit Essay

5715 words - 23 pages

325-662Services and RelationshipMarketingDeborahHui.170623AslinaRahim.173933JoshuaLoe.179019KimMcArthur.1469894,284wordsAcknowledgementsMany thanks to Anthony Smith and the team at Delifrance for their support and assistance in preparingthis service audit report.ExecutiveSummaryDelifrance operates in a highly competitive environment and must meet and exceed customer valueexpectations if the business is to have a long-term future. To improve customer perceptions of value, bothpre and post-purchase, Delifrance must focus on the five dimensions of service quality:reliability,responsiveness, assurance, empathy and tangibles.The Service Audit conducted by our team reveals that Delifrance needs to rectify a number of serviceshortcomings that directly influence customer perception of value and satisfaction. These areas identifiedinclude:reducing customer waiting and queuing times;lack of appropriate directional signage and cues forcustomers, including pricing information;lack of behind-counter process for coffee ordering and deliveryto customers;and, the general cleanliness of the store.SituationAnalysisDelifrance is located on Bourke Street in Melbourne, close to RMIT.s city campus and opposite theTarget Shopping Centre. This French-style cafébakery is situated in a highly competitive environment,densely populated with numerous alternative providers. All of these businesses compete for the lunchtimecrowd that is the main staple of the city cafébusiness.Subway, Delifrance.s main direct competitor is located next door. This franchise business prides itself init.s healthy .Eat Fresh. image and has well-developed production processes, customer and service providerrole scripts. Laurent Bakery has a very similar product offering to Delifrance and competes as anupmarket French cafébakery. The main direct and indirect competitors are outlined in Appendix1.Customer expectations of service quality at all caféand fast food environments have increasedsignificantly in the past decade, largely due to the emergence of franchise fast food businesses and theirprocess driven service factories.Recently two social cultural trends have strongly influenced competitive actions in the fast food industry:i) healthy eating;andii)ioitcaitshopfCoesn1.Food service businesses have had to modify their product offerings to respond to cultural trends.Concerns over rising rates of obesity have shifted customer preferences away from highly processed fastfoods and towards freshly prepared meals and juice bars. Following the successful introduction of coffeesuper-chains, Starbucks, Gloria Jeans and Hudson.s to the Australian market, customer expectations ofcoffee and café standards have risen considerably.For further detail of the SW OT Analysis see Appendix 2.CustomersTarget M arketsDelifrance has three discrete customer segments that purchase in one of two modes.Customer segmentsi) University studentsii) Business peopleiii) Shoppers and touristsModesi)...

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