The chosen organization that shall be analyzed is Thringstone Supermarket, a well run, off license/newsagent located in a village called Thringstone, based in Small Heath.

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Gurdarshan Mudhar – P01070281

Service Operations Management

1.1 Introduction

The chosen organization that shall be analyzed is Thringstone Supermarket, a well run, off license/newsagent located in a village called Thringstone, based in Small Heath. The organisation is owned by a married couple named Mr and Mrs Varu who are the sole proprietors.  They sell a variety of products and ensure that customer needs and wants are met.

Thringstone Supermarket has many regular customers, as this is one of the main Supermarkets as you enter in to the village. The supermarket is one of the local stores that are recognized by its entire local people as it offers a great variety of products. Within the Supermarket many products are sold including:

•        Groceries                                                        

•        Confectionary

•        Newspapers, Magazines

•        Cards

•        Stationary

•        Alcohol

•        Foods such as dairy products

•        Frozen foods

•        Automated Teller Machine (ATM)

2.0 DESCRIPTION OF THE SERVICE CONCEPT

The service concept “is the way in which the customer perceives the organizations services” (Johnston and Clark 2001). There are four key elements that form the service concept:

•        The Service Experience – Customers encounter different experiences which may vary from time to time when using a particular service. Mr. and Mrs. Varu can contribute to the service concept by delivering a friendly customer service experience, to make customers feel welcomed, this is what they expect. The customers want to do their shopping in a stress free, friendly environment and this is what Mr and Mrs Varu aim to achieve.

Customers also like the noise level to be kept to a minimum when shopping so that they are not easily distracted and so that they can talk amongst themselves.

•        The Service Operation – Mr. and Mrs. Varu and the staff have a personalized basis with there customers, they recognize the majority of there customers and are on a first name basis. There is a trusting relationship between the customers and Mr. and Mrs. Varu and staff, therefore can guarantee that they can ask for assistance when needed without any negative attitude, therefore Mr. and Mrs. Varu provide assistance when required in a friendly manner to help deliver the service successfully.

•        The Service Outcome – This is the result the customer has received from the service provided. Mr. and Mrs. Varu aim to provide customer’s requirements by delivering there service and products successfully without any problems i.e. queues, no stock available, therefore customers can tell their friends and family by word of mouth that they ‘received high quality service at Thringstone’s.

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•        The Service Value – Shoppers value the experience and outcome in any organization, therefore the value must be cost effective otherwise customers will go elsewhere. Mr. and Mrs. Varu need to ensure that there customers are receiving a value for money service. Mr. and Mrs. Varu ensure that no out of date stock is displayed because customers only want to purchase goods that are to date and having out-of-date stock will give Thringstone’s a bad reputation which will send customers elsewhere because they are not receiving value for money products.

        Also, as they are situated in a village, and ...

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