SERVICE MARKETING

FIELD STUDY: PUNJABI DHABA

GROUP 1
GOKUL RAM
VISHAKH.S
ARAVIND.S


CONTENTS
INTRODUCTION
SERVICE BLUEPRINT OF PUNJABI DHABA
SERVICE QUALITY DIMENSIONS OF PUNJABI DHABA
SERVICE TRIANGLE ANALYSIS OF PUNJABI DHABA
ANALYSIS OF PUNJABI DHABAS SERVICE USING GAP MODEL
SERVICE ENCOUNTER CHART OF PUNJABI DHABA














INTRODUCTION
About Punjabi Dhaba:
Location: Kazhakootam (Near Techno Park), Trivandrum, Kerala.
Started On: 25
th
October 2005
Employees: 15 members
Specialty: North Indian Foods
Pricing of foods: 40Rs to 200Rs
Timing: 5.30 pm to 9.30 pm
Initial Investment: 2 lakh
Turnover: 2.5 lakh/month
Expense: 1.75 lakh/month
Profit: 75k/month
In future they are planning to open a new restaurant near Infosys, Trivandrum. The aim of
this restaurant is to offer both North Indian and South Indian cuisine. They are also planning to
renovate their current restaurant to attract more customers by providing excellent services
including home delivery.
The target customers of Punjabi Dhaba are North Indian people who are staying around
Kazhakootam. The normal customers are Techno park employees, travelers who are passing by
Trivandrum - Kollam high way and the local people who are staying near Technopark. The
restaurant can serve 44 customers at a time and also has parking facility for the same.


SERVICE BLUEPRINT OF PUNJABI DHABA
During our several visits to the Restaurant, we have tried to examine and understand the
various facilities in the restaurant and the way in which these are used by the customers. A
Service Blueprint portrays the customer experience and the service system, so that the different
people involved in providing the service can understand it objectively, regardless of their roles
or their individual points of view. A Service Blueprint is also helpful for enhancing the
employee performance by using it as a means to give training for them. Following is an attempt
to blueprint the activities of Punjabi Dhaba.
We now look at each of the components of the blueprint and the role and process through which
they deliver the service.

Physical Evidence: these are those assets or facilities of the restaurant which the customers
can see and feel. These play a significant role in formulating the expected and perceived
service quality. The most important physical evidence in our case is the Restaurant hall,
furnitures and the way they arranged. When a customer enters into the restaurant they can
see a very clean and multiple tables arranged in such a way that make the customers
comfortable to sit and eat with their friends and family. For a restaurant which targets mainly
north Indian people, the restaurant name, servants talking in Hindi and the songs played in
Hindi make the customers to believe that they are getting a north Indian Panjabi food.
However the restaurant has to improve a lot in terms of cleanliness and ambience. Employees
should wear a north Indian kind of dress and talk to the customers in Punjab will make the
customers to feel that they are in real Punjabi restaurant.
Customer Actions: in our blueprint we have focused only few customer actions like selecting
the menu, ordering and paying. All these actions are interlinked and they do have a
corresponding onstage employee action. There is no separate person look at customers who
are coming to get parcel from the restaurant When we went there we had to wait a long time
to give order and there is no chair or anything to sit and wait. A person who is sitting in the
cash counter asked as what you want after a bit of time. I think that is because few of the
employees know languages other than Hindi. The designs and standards should be modified to
tackle these problems and also the employees should be trained to talk few basic local words
to attend a customer.
Employee actions (visible): these are the responses to the various customer actions. These
employee actions attending the particular table, issuing menu card, taking order, explaining
the availability and non availability of the food stuff in case of any failure, deliver the food to
the right customer at right time, etc. each of the customer action will trigger an onstage
employee action which will be visible to the customer. These visible employee actions play an
important role in the service delivery.
Employee actions (invisible for customer): these are those activities or actions that aid the
onstage employee actions. For example, passing the order to the particular kitchen person.
Because not every employee trained in all kind of food preparations. So the employee should
be trained and updated with the availability of food stuffs and the specialization of employees
who are preparing the food. Similarly another example would be, there should not be any mix
or confusion in delivering the ordered food to the right person and delivering it to the right
customer.
Support Processes: these are the internal services, steps and interactions that take place to
support the employees in delivering the service. In this restaurant the support functions are
cooking machines, swipe machine, training programs and telephone.

SERVICE QUALITY DIMENSIONS OF PUNJABI DHABA
For analyzing the service quality of Punjabi Dhaba, First we went their as a customers and had
Punjabi foods and observed each and every aspects of service quality through the concepts we
have learned i.e. we observed the ambience, waiting time for delivery of food, employees
dealings, reponsivess and behavior towards customers etc. On our second visit we have asked
some questions to owner Sajeev Kumar (about the employees training, reliability of dhabas
service) and some of the customers (3 to 5 customers). Results are 3 of them are happy with
the service provided by Punjabi dhaba and have received the expected service for the money
they are giving. And 2 customer is not satisfied with the physical evidence or ambience of
restaurant; he also said that nobody is there to greet the customers at the entrance.
Now we are going to explain the service quality of Punjabi Dhaba using the concepts service
quality dimensions such as:
Reliability- It is defined as the ability of Dhaba and its employees to perform the
promised service dependably and accurately.
Responsiveness- It is the ability of Dhaba and its employees in attentiveness and
promptness in dealing with customer requests, questions, complaints and problems.
Assurance- It is defined as employees knowledge and courtesy and the ability of
dhaba and its employees to inspire customer trust and confidence.
Empathy- It is defined as the caring, individualized attention that the firm provides to
its customers.
Tangibles- Tangibles are appearance of physical facilities, equipments, personnel, and
communication materials of Dhaba.




























RELIABILITY They delivers the food with in promised time after
taking order (5 to 8 minutes).
Customers dont have to wait for Telephonically
ordered takeaways through .
Home delivery at the promised time.

Less errors in taking orders between customers and
employees, no mistakes in bills.



.


RESPONSIVENESS Employees in the dhaba gives prompt service to its
customers.
When the customer calls the waiter in between having
foods, they will comes quickly but sometimes busy
with other customers.







ASSURANCE Employees in the dhaba have good knowledge of all
items in the menu.

Employees in the dhaba are consistently courteous with
the customers.
Slight problems in interaction with local customers due
to language.
EMPATHY No personal and individual attention to customers.
Not convenient working hours to its customers.
TANGIBLES Bad ambience (Not air-conditioned, Old fans full of dust,
Old big TV, Dull colour.
Physical facities in the Dhaba are not visually appealing.
Employees dont have uniforms, Employees not
groomed well.
Bad lightings.
Menu card visually not appealing



SERVICE TRIANGLE ANALYSIS OF PUNJABI DHABA
The service triangle is a strategic framework which shows the three interlinked groups
(Company, Providers and Customers) that work together to develop, promote and deliver
services. Providers can be the firms employees. In the case of Punjabi dhaba providers are
servers or waiters, ordertaker. And customers are mostly of North Indian Technopark
employees, local customers in that area.


COMPANY (PUNJABI DHABA)

INTERNAL MARKETING EXTERNAL MARKETING


EMPLOYEES (15 EMPLOYEES) INTERACTING MARKETING CUSTOMERS











Direct Training by owner
to employees.
Cross training.
Weightage and pay
based on experienced
employees.
Recruiting is done by
owner


Standard quality North
Indian food at affordable
price.
Advertisement through
word of mouth,
pamphlets, charity, Ads
in school and college
magazines.
No marketing personnels
Owner himself is looking
that now.




Employees behavior,
responsiveness towards
customers is good.
Employees will take orders and
delivered promptly to
customers.
Employees will apologize if any
wrong service delivered and
rearrange the food as per the
customer wish
Good knowledge of all the
items in menu


External Marketing: This is about Making the promise. Here the efforts of Punjabi Dhaba
engage to develop its customer expectations and make promises to its customers regarding
what is to be delivered. The service that Punjabi Dhaba promises to deliver is Standardized
quality North Indian foods at affordable prices. Dhaba doesnt have any Marketing team.
Owner himself is doing that now. Punjabi Dhaba is advertised through word of mouth (mostly
by techno park employees), pamphlets, and charity, Ads in school and college magazines.
Internal Marketing: this deals with enabling the promise. The company cannot deliver the
promise without the help of its employees. Owner will recruit the staffs by giving
advertisement in news papper and he himself will give initial training and after that employees
will be cross trained and employees will be paid based on the their experience, Most of the
employees are from North India.
Interactive Marketing: this is also known as real-time marketing. Here is where promises are
kept or broken by the firms employees. The people representing the Dhaba are playing a
critical role here. ie eventhough the food is good and if it is not served by employees well then
customers wont come to dhaba again. In case of Punjabi dhaba Employees behavior
responsiveness towards customers is good, Employees will take orders and deliver promptly to
customers, Employees will apologize if any wrong service is being delivered, they also have
Good knowledge of all the items in menu (which they would provide to the customers as and
when required).











SERVICE ENCOUNTER CHART OF PUNJABI DHABA









B














Customer will enter Punjabi
Dhaba
Customer will take his seat

Waiter will take order




Deliver the order



Waiter will give the bill to
customer
Bill will be paid by customer
ANALYSIS OF PUNJABI DHABAS SERVICE USING GAP MODEL
Listening Gap:
No market research.
Lack of upward communication.
Inadequate service recovery.
Design and standard gap:
Poor service design
Inappropriate physical evidence and services cape.
Performance gap:
Failure to match supply and demand
Difficulties faced to deliver the standards during peak time.
Native customers are served by same employees who dont know local language.
Communication gap:
Marketing only through word of mouth.
Absence of social media marketing.