Services Marketing Tgi Friday's Case Study Report
Module Title: Services Marketing
Module Code: MC6061
CASE STUDY: Creating a drama at T.G.I. Friday’s
Table of Contents What are the connections between theatre and T.G.I. Friday’s? Is the dramaturgical analogy a good one? Why? 3 What is meant by a critical incident? How can TGI Friday’s identify what constitutes a critical incident and assess whether it has achieved customer satisfaction? 4 Analyse the service interaction process at T.G.I. Friday’s based on the following concepts/models: ‘blueprinting’, ‘servicescapes’,’ cyberscape’ ’Servuction’, ‘service experience’, ‘service quality’ and ‘service failure/recovery’. 5 Servuction 5 Service experience 5 Service Quality 5 Service failure / Recovery 5 Evaluate the different types of service technologies used by T.G.I. Friday’s. How successful was T.G.I. Friday’s Social Media Campaign? 6 References 8 Websites 8 Journals 9 Books 9
What are the connections between theatre and T.G.I. Friday’s? Is the dramaturgical analogy a good one? Why?
T.G.I Fridays is a global food chain providing American style food and service in a number of countries including Brazil, Canada, Germany and Japan. The company was founded in 1965 and is currently based in Carrollton, Texas. (Businessweek.com Accessed 12 Nov 2012).
One of the primary attractions of the T.G.I Fridays restaurants is it’s over the top, theatrical dining experience that it provides to the customers. With reference to the case study, it is shown that ambience is one of the four key philosophies of the company, an ideal that is enhanced on their website through the statement, ‘At Friday's®, we like the good times to roll smoothly. Our team isn't just in high spirits and having fun, they're also at the top of their game. Big personalities and a willingness to go the extra mile means our team aim to make every visit to Friday's® is a memorable one’ (t.g.ifridays.co.uk Accessed 12th November 2012). The theatrical feel provided by
Module Code: MC6061
CASE STUDY: Creating a drama at T.G.I. Friday’s
Table of Contents What are the connections between theatre and T.G.I. Friday’s? Is the dramaturgical analogy a good one? Why? 3 What is meant by a critical incident? How can TGI Friday’s identify what constitutes a critical incident and assess whether it has achieved customer satisfaction? 4 Analyse the service interaction process at T.G.I. Friday’s based on the following concepts/models: ‘blueprinting’, ‘servicescapes’,’ cyberscape’ ’Servuction’, ‘service experience’, ‘service quality’ and ‘service failure/recovery’. 5 Servuction 5 Service experience 5 Service Quality 5 Service failure / Recovery 5 Evaluate the different types of service technologies used by T.G.I. Friday’s. How successful was T.G.I. Friday’s Social Media Campaign? 6 References 8 Websites 8 Journals 9 Books 9
What are the connections between theatre and T.G.I. Friday’s? Is the dramaturgical analogy a good one? Why?
T.G.I Fridays is a global food chain providing American style food and service in a number of countries including Brazil, Canada, Germany and Japan. The company was founded in 1965 and is currently based in Carrollton, Texas. (Businessweek.com Accessed 12 Nov 2012).
One of the primary attractions of the T.G.I Fridays restaurants is it’s over the top, theatrical dining experience that it provides to the customers. With reference to the case study, it is shown that ambience is one of the four key philosophies of the company, an ideal that is enhanced on their website through the statement, ‘At Friday's®, we like the good times to roll smoothly. Our team isn't just in high spirits and having fun, they're also at the top of their game. Big personalities and a willingness to go the extra mile means our team aim to make every visit to Friday's® is a memorable one’ (t.g.ifridays.co.uk Accessed 12th November 2012). The theatrical feel provided by
References: GI Friday 's Free Burger (500,000 Fans for Woody) - YouTube. 2012. TGI Friday 's Free Burger (500,000 Fans for Woody) - YouTube. [ONLINE] Available at: http://www.youtube.com/watch?v=YpJD8GG90pE. [Accessed 05 December 2012]. Helena Spice. (2012). Eating Out Review - UK - July 2012. Available: http://0-academic.mintel.com.emu.londonmet.ac.uk/display/590248/?highlight=true#search_this_report. Last accessed 28th Nov 2012. T.G.I Fridays. (2012). Meet Your Fridoids . Available: http://www.tgifridays.co.uk/london-mill-hill/your-team. Last accessed 25th Nov 2012 Tomorrow Awards - T.G.I TGIFridays Woody Campaign. 2012. TGIFridays Woody Campaign. [ONLINE] Available at: http://vimeopro.com/user4466199/work/video/15168005. [Accessed 05 December 2012]. Journals Conrad Lashley, (2000),"Empowerment through involvement: a case study of TGI Fridays restaurants", Personnel Review, Vol ‘Timeshare Management: The Key Issues of Hospitality Managers’ By Tammie J. Kaufmann, Conrad Lashley, Lisa Ann Schreier, 2009 Books Adrian Palmer, 2011. Principles of Services Marketing. 6th Revised edition Edition. Mcgraw Hill Higher Education. ‘Customer Satisfaction Measurement Simplified’ a step by step guide for ISO 9001:2000 Certification. By Terry G. Vavra, 2002 ‘Critical Incidents’ Service Failures that matter Most ‘Network World’ By Joan Wexley 1995, pg22 ‘Service Quality in Leisure and Tourism’ By Christine Williams, John Buswell, 2003