Zeithaml, V.A., Parasuraman, A., and Berry L.L., 1990, Delivering Quality Service: Balancing Customer Perceptions and Expectations, The Free Press, New York…
Costa coffee founded in 1971 in London, UK. Now, it has become the biggest top coffee shop chain in UK. However, Costa should be prepared for danger in times of peace. In this report, some suggestions will be proposed to improve Costa coffee’s marketing mix over the next three years. We begin with a brief description of the data we collected, then go on to analyses coffee shop market environment in UK; the next section looks at Costa coffee’s current statement of marketing mix, and finally we give recommendation of the marketing mix in the next year for Costa Coffee. Section 1 Primary research method Primary data was collected in the form of questionnaire with 15 questions, which was posted on the Internet. Also, questionnaires were filled out on the street in Nottingham randomly, and 32 of them are valid. Respondents are of different age, gender and employment current statement. The data collected covers people’s feeling towards Costa, products improvement (especially food, drinks, service and environment), extended promotion necessity, channels to know Costa, payment term preference, Costa store accessibility etc. (More details, please refer to the Appendix) The purpose of the questionnaire: 1. Segment the market by personal information; find out the target market; explore potential market for future development 2. 3. Justify our assumptions are aligned with customers’ needs. Figure out strengths and weakness of Costa.…
Defining service quality may mainly be based on assumptions because of the intangible nature that services have. Moreover, there are many circumstances that might shape the definition of service quality differently. (Brown, 1999) Despite the intangibility that describes the services, the second very important element when giving theory based on service quality is that services are heterogeneous. Presenting them varies from producer to producer or from client to client. Finally, the last characteristics describing…
In this report, the mission statement for Caffe Nero is make sure food and service are excellence in all four areas to achieve their aim. Besides that, Caffe Nero also providing their customers with good quality coffee and comfortable environment to their customers. There are 3 main important to be successful - A high quality and well defined offering, focus on brand value, selective site acquisition and disciplined roll-out.…
Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1990) Delivering Quality Service: Building customer perceptions and expectations. The Free Press, New York…
Nowadays, for a company to be successful in the business world one must have a good marketing plan to be successful. One way to accomplish a successful business plan is to use something known as the marketing mix or the four P’s of marketing. These four P’s of marketing are known as the product, place, price, and promotion. If one uses these four P’s one will notice that each of these cover their own part in marketing, which will help make a successful marketing plan. In this paper one will see what each of these four P’s are in marketing. Also one will see how each of these four P’s is used in the marketing plan for Dutch Bros Coffee.…
Starbucks is an international coffee company that is based in Seattle, Washington. It is known as ‘’SBUX’’ in the NASDAQ stock market. Starbucks is considered to be the largest coffee company in the world, due to having $10.7billion revenues in 2010 and having 16,850 shops in 40 countries (Lepore 2011). It mainly focuses on selling drip brewed coffee, espresso hot drinks, sandwiches, pastries, salads….etc.) In 1999, Starbucks experimented with a restaurant which was opened in the San Francisco Bay area which was called ‘’Circadia’’ (Tice 1999). Café Nero is another coffee company. It is an Italian style coffee shop that happens to be based in the United Kingdom. It follows the standard tradition of coffee houses worldwide, by selling espressos, iced lattes and sandwiches. However, it does have a distinctive menu in comparison with other coffee houses. It sells iced fruit drinks which are called ‘’fruit boosters’’, in addition to iced milkshakes which are known as ‘’frappe- milkshakes’’. Café Nero has a scheme of attracting customers by using a reward scheme for customers. Whenever a coffee has been purchased, a customer’s loyalty card gets stamped with a Café Nero logo stamp, and once the loyalty card has nine stamps, the customer is entitled to a free drink of his choice. It is stated by the chairman and CEO of Café Nero: Gerry Ford that the company wanted notice its customers and keep track of the loyal customers, therefore the loyalty card scheme was introduced since the initiation of Café Nero and it has not changed (Hancock 2007). This essay aims to discuss the marketing strategies of both companies, Starbucks and Café Nero and provide a critical analysis of the marketing strategies given for both companies, and finally a conclusion will be drawn.…
Service encounter is person-to-person interactions between customers and service providers. Over the past six weeks, I realized my interaction with the service providers played a vital role in improving my perceptions regarding service quality, as they also influenced my satisfaction and brand perception. As a result, the good service I received had increased my long-term loyalty, lead to positive word-of-mouth and higher profitability for the service organizations I encountered. On the other hand, I found those service organizations that provided unpleasant customer experiences were solely focused on operational profitability, rather than on creating value to customers. In order for those companies to gain market share and be able to stay in the long run, I recommend them to focus on reducing service defection, as it will ultimately lead to an increase in value for the service organization and customers. Indeed, reduced operating costs, improved comprehension of customer needs, effective targeting and increased opportunity of cross selling of bundled products/services could be achieved as customer loyalty increased. This summary will further emphasizing the importance of enhancing service performance by examining the similarities and differences among my service encounters, as well as pointing out potential suggestions for those service organization that could not meet my adequate expectation as an ordinary customer.…
The success of the service marketing depends upon addressing a number of key issues, like what a company is going to produce; how much it is going to charge; how it is going to deliver its products or services to the customer. Traditionally these considerations were known as the 4Ps (Product, Price, Place and Promotion). But as marketing became a more sophisticated discipline, a fifth P was added (People). And recently, two further Ps were added, mainly for service industries (Process and Physical evidence).…
Management & Marketing McCollough, M.A., Berry, L.L., Yadav, M.S. (2000), “An empirical investigation of customer satisfaction after service failure”, Journal of Services Research, 3:121-137 McDougall, G.H.G., Levesque, T. (2000), “Customer satisfaction with services: putting perceived value into the equation”, Journal of Services Marketing 14 (5): 392–410 Meng, J., Elliott, K.M. (2009), “Investigating Structural relationship between Service Quality, Switching Cost and Customer Satisfaction”, Journal of Applied Business and Economics Mohr-Jackson, I. (1998), “Managing a Total Quality Orientation Factors Affecting Customer Satisfaction”, International Marketing Management 27, 109-125 Parasuraman, A., Zeithaml, V.A., Berry, LL. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49(4):41-50 Paterson, P.G. Spreng, R.A. (1997), “Modeling Relationship between Perceived Value, Satisfaction and Repurchase intentions in Business to Business Services Cintact: an empirical examination”, International Journal of Service Industry Management, 8 (5)414-434 Porter, M. (1985), Competitive Advantage. New York, Free Press Reichheld, F.F., Sasser, W.E. (1990), “Zero defection: quality comes to services”, Harvard Business Review,Vol. 68 No. 5, pp. 105-11 Riemann, L., Leitet, C., Pommier, T., Simu, K., Holmfeldt, K., Larsson, U. (2008), “The native bacterioplankton community in the central Baltic Sea is influenced by freshwater bacterial species”, Applied Environmental Microbiology 74: 503–515 Rust, RT., Zahorik, AJ., Keiningham, TL. (1995), “Return on Quality (ROQ): Making Service Quality24 / Journal of Marketing, October 2002 Financially Accountable”, Journal of Marketing, 59 (April), 58–70 Schneider, B., Bowen, DE. (1985), “Employee and customer perceptions of service in banks: Replication and extension”, Journal of Applied Psychology 70 (3) 423-433 Shaharudin, MR. Muzani, K. Yusof, M. (2009), „Factors Effecting Customer Satisfaction in After Sales Service of Malaysian Electronic Business Market”, Canadian Social Science, 5(6): 10-18 Surprenant, CF., Solomon, MR. (1987), “Predictability and personalization in the service encounter”, Journal of Marketing, Vol.…
✓ Ahmed, I., Nawaz, M., Usman, A., Shaukat, M., Ahmad, N., and Iqbal, H. (2010). Impact of Service Quality on Customers ' Satisfaction…
Waldman, David A. Mohan Gopalakrishnan. (1996). Operational, Organizational, and Human Resource Factors Predictive of Customer Perceptions of Service Quality. Journal of Quality Management, 1(1): 91-107.…
Lancaster University Management School Working Paper 2004/046 Diagnosis and Improvement of Service Quality in the Insurance Industries of Greece and Kenya Rand, Graham K The Department of Management Science Lancaster University Management School Lancaster LA1 4YX UK ©Rand, Graham K All rights reserved. Short sections of text, not to exceed two paragraphs, may be quoted without explicit permission, provided that full acknowledgement is given.…
Customers are the purpose of what marketers do and rather than them depending on marketers, we very much depend on them. That is the main reason why organizations today are focusing on customer satisfaction and loyalty. Satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they receive, regarding the fulfilment of some need, goal or desire (Zhang & Feng 2009). Customer loyalty is actually the result of an organization creating a benefit for a customer so that they will maintain or increase their purchases from the organization.…
On the service industry is more important nowdays to have a good service consumers are more and more informed or focus on those points. To satisfied customers expectation is a difficult task to please this industry, but can be master with success when is provide a great service to the customers (Pizam A. 2010).…