The chosen organization that shall be analyzed is Thringstone Supermarket Essay Example for Free

The chosen organization that sh completely be analyzed is Thringstone Supermarket EssayThe chosen organization that sh entirely 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 atomic number 18 the sole proprietors. They sell a variety of products and determine that customer selects and wants atomic number 18 met.Thringstone Supermarket has m whatsoever continuous 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 have intercoursed by its entire local people as it offers a great variety of products. Within the Supermarket m some(prenominal) products are sold includingGroceriesConfectionaryNewspapers, MagazinesCardsStationaryAlcoholFoods such as dairy productsFrozen foods alter Teller Machine (ATM)2.0 DESCRIPTION OF THE SERVICE CONCE PTThe divine serve up concept is the way in which the customer perceives the organizations services (Johnston and Clark 2001). There are four primaeval elements that form the service concept The Service Experience Customers encounter different experiences which whitethorn vary from time to time when exploitation a particular service. Mr. and Mrs. Varu brook 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 unplowed to a minimum when shopping so that they are not easily distracted and so that they so-and-so talk amongst themselves. The Service Operation Mr. and Mrs. Varu and the staff have a personalized basis with thither customers, they recognize the majority of at that place customers and are on a first name bas is. There is a trusting relationship between the customers and Mr. and Mrs. Varu and staff, therefore can batten 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 abet 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 customers 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 Thringstones. The Service quantify Shoppers value the experience and outcome in any organization, therefore the value must be cost effective otherwise customers pass on go elsewhere. Mr. and Mrs. Varu need to ensure that there customers are receiving a value for bullion service. Mr. and Mrs. Varu ensure th at no out of date stock is displayed because customers only want to purchase goods that are to date and having out-of-date stock allow give Thringstones a bad reputation which will send customers elsewhere because they are not receiving value for bills products.Also, as they are situated in a village, and its miles to the nearest town centre, there ATM must be working at all generation so customers can access their money easily instead of having to make journeys into town.The de family elements for Thringstone Supermarket is available in appendix 13.0 The ServicescapeAn organizations servicescape describes the physical and informational surroundings of the pitch of the service provided. To secure strategy advantages from the servicescape, the needs of ultimate users and the requirements of various functional units must be incorporated into environmental design decisions. (Bitner 1992).* The physical appearance can determine where all products are kept. This can be identified as the puzzle out layout, where all similar products are put together, i.e. freezer foods are kept in one place.* The physical appearance of Thringstones also creates an impression to the customers. The letterhead is in white lettering with a red background. This makes Thringstones stand out and therefore inviting due(p) to the bright and bold letters.* Customers require baskets to out there shopping in to, which allows the customers to shop comfortably and without difficulty.* Thringstones is located in a small village, which is easily kindly to customers therefore the physical location of Thringstones is ideally suitable for customers.* The layout of the shop can stand by customers, access products easily. The aisles are kept clear and lightheaded at all times in order for customers to gain access to products.* Health and Safety for customers is very important, i.e. if there is a wet floor, a wet floor sign is there for customers. Mr. and Mrs. Varu ensure that security cameras a re placed around and outside the shop.* Mr. and Mrs. Varu use an automated stock control constitution which informs them when stock is low. This can lionise control on the availability of products in stock.3.1 Influencing customer behaviorMr. and Mrs. Varu believe customers behavior can be determined by the servicescape.* The freshness, clarity, and lightness influences customers behavior in the way theyshop at Thringstones . If Thringstones has boxes of goods and baskets around the store this will influence the customer to shop in another place.* Products are neatly presented at Thringstones so that they are attractive to look at. Special displays are rank out for the best presentation. A messy environment will make customers think in two ways about where to shop.* Availability of goods is always there i.e. if customers require a certain product that is not in stock, Mr. and Mrs. Varu can make sure that he orders it in so that it is made available for the customer the next time round.* Long queues will make customers uncomfortable, especially if they are in a hurry.Mr. and Mrs. Varu could loose money due to this.4.0 Process MappingThe service sour map combines the insights of flowcharting the service delivery process with the power of multivariate data analysis techniques (Collier 1991).The design of the service is important because the customer is directly and immediately involved in the delivery transaction. The customer is present and involved and they may even serve themselves. Appendix 2 provides a service process map for Thringstones.4.1 Analysis of Process MapA method for analyzing the process map is by answering a set of questions to derive maximum advantage from it, these questions are obtained from Johnston Clark (2001).* Does the process support the strategic intention?Mr. and Mrs. Varus main objective is to provide a high quality service for there customers. Therefore, Mr. and Mrs. Varu must ensure all customers are able to purchase the rele vant stock by firstly checking there stock availability and secondly by ensuring there shelves are fully stocked otherwise delays will be caused by staff having to get the stock from the back office.* Does each employment provide added value?At Thringstones added value activities are existent such as providing baskets, carrier bags and freezer bags. If these were not available customers would have to use there hands to carry their shopping, therefore Mr. and Mrs. Varu would be losing a lot of money due to customers purchasing limited goods.* Who owns and has responsibility for the process?Mr. and Mrs. Varu as well as the customers are responsible for the service process. Without either of them the process would not exist. Appendix 4 identifies the roles and responsibilities for the staff and customers.* How can the process be improved?Mr. and Mrs. Varu must ensure that stock is available at hand for customers, in order to meet there requirements.To maintain that customers can cont inue to shop in a clean and relaxing environmentTo ensure staff are fully trained to provide high quality customer service, and are able to deal with all types of customers in the correct manner i.e. difficult customers.If customers are waiting in long queues then Mr. and Mrs. Varu must realize that a new till may be required so delays will not take place.To provide a service where another member of staff packs the customers goods, this will speed the process up in the queues.* How efficient is the process?The process is very efficient as it aims the meet the organizations objectives. However this can only be achieved by ensuring that there is a continuous customer flow without any delays. Delays cause inefficiencies, which point to dis fulfill customers, therefore Mr. Mrs. Varu are not fulfilling there business objective, which could cause a loss in gain.5.0 The Service Quality Gap ModelThe service quality is the gap between a customers expected service and perceived service. A service quality gap model for Thringstones is available in appendix 3, and appendix 3.1 provides an analysis of the Service Quality Gap Model.6.0 Job DesignMr. Mrs. Varu authorize there staff for them to obtain the initiative to make decisions without consulting them first. Empowerment makes employees feel recognized and motivated as empowerment increases employees morale. Therefore empowering there staff will increase there productivity, reputation and provide a better service encounter.Appendix 4 provides the five dimensions to empowerment for Thringstones7.0 Suggested improvements/recommendationsOverall Mr. and Mrs. Varus Supermarket is an operation, which is customer orientated, like any other business operation he wishes to make as much profit as possible and at the same time keep customers satisfied by meeting their requirements. However, like any other business there is still, room for improvement and with the help of such policies and strategies, productivity and profit ca n be achieved for his business. This can be implemented in three was1. Increasing the number of tills in the shop2. By introducing a Computer Bar cryptogram system3. Staff can be trained to be multi-skilledBy increasing the capacity of tills, by adding in a further till can help in reducing the queuing system. As capacity is linked to time, many customers are not prepared to wait and maybe forced to shop elsewhere, this will lead to a reduction in sale and profit. Therefore by adopting this approach Mr. and Mrs. Varu can result in happier customers, and increase in productivity and even profits maybe achieved.Another area for improvement could be that a barcode system could be implemented, because at present Mr. and Mrs. Varu are running on a manual of arms tilling system whereby they type in the price by hand and this is also another indicator of time wasting, thus leads to frustration for customers. This bar coding system could be implemented by scanning products through a comput er which informs them what stock is in and it can also speed up the process dealing with all the customers without them having to waste time in queues.By using the computer bar code system this can help implement the good In -Time Process. Instead of Mr. and Mrs. Varu going to the cash and carry, he can check on the computer of the goods, which are running low, and have them delivered by the cash and carry, this will result in less money being held in stock and also lead to extra space saved by not having outcaste stock, which can instead be converted into extra shop floor space.Thirdly, staff are to be trained so that they are multi-skilled. This will enable them to carry out a variety of jobs rather than just the ordinary replenishing of stock. For example, if they are till trained then the delivery system will be faster and this will lead to customer satisfaction.Overall, Mr. and Mrs. Varu can have competitive advantage over other newsagents in the area, as they will be using the more traditional approach and therefore by saving storage space, they can convert the back office area into shop floor space, which performer they can sell extra products and will mean that customers are happy with the delivery of the service.BibliographyBooksJohnston, R and Clark, C (2001), Service Operations Management, Financial Times assimilator HallGalloway, L, Rowbotham, F and Azhashemi, M (2000), Operations Management in Context, Butterworth Heinemann OxfordLecture NotesLecture Two Job Design in ServicesLecture tail fin the Design of Service OperationsJournalsBitner, M.J., Servicescapes The impact of physical surroundings on customers and employees, Journal of Marketion, vol.56, April 1992, pp. 57-71.Gurdarshan Mudhar P01070281