Customer_satisfaction

Fairwood is the fast food chain in the sector of accommodation, cafes and restaurants and provides tangible action directly at customers’ bodies. It is profit organization and a discrete service which has no formal relationships between the business and customers. The level of customer contact is low in meeting individual customer needs. Although there are many types of food products but have consistently to the whole customers’ needs. As sustainable competitive advantage is gained, business can be achieved through developing and maintaining a service differentiation (Hoffman, Bateson, Elliot & Birch 2010). In case the Fairwood is multiple site of services channel that customer goes to services organizations on service delivery system. For the service relating to supply, it is wide of demand fluctuations over time when peak demand regularly exceeds capacity. This is front stage and backstage operations of Fairwood. The service blueprint can indicate the possible fail points with brief explanation. Table 2.1 shows the example of simple blueprint that identify there are the bottleneck on receive order counter. This is because the customer’s specific needs or requests cannot be fulfilled such as unsuitable meal order, and customers’ errors like losing buying tickets. That makes receive order counter easily to have bottleneck and customer need to back the cashier again. The result is the maximum output per hour is the least in the whole service process.

The main negative service encounter in Fairwood is the failure of customer needs and requests. As Fairwood has the standard set of menu, it is hard to fulfil the special needs for customers such as providing the vegetarian meal to vegan. They can only change to choose other meals which are lack of flexibility on menu. The staff cannot modify and meet the preferred needs of customers in the services delivery system. In addition, the order system also easily makes customer error. For example, if customers lose their