By:

1. Syed Irfan Ali (185206)

2. Suchit Dhagat (185215)
3. Alpesh Aadhru (185201)
 TABLE OF CONTENTS

S. No Description Page No

1 INTRODUCTION 2

SERVICE QUALITY MODEL AND

2 6
GAP ANALYSIS

3 PRODUCT ANALYSIS 12

4 PRICING ANALYSIS 14

5 PLACE / DISTRIBUTION ANALYSIS 19

6 PROMOTION ANALYSIS 20

7 PEOPLE 25

8 PROCESS 30

9 PHYSICAL EVIDENCE 33

CONCLUSION & LEARNING

10 37
VALUES

1
I. INTRODUCTION
i. INDUSTRY STRUCTURE

Service- Service is essentially intangible in nature which does not result in ownership.

Product
Goods Service
Tangible Intangible

Comparatively easy to Comparatively difficult

evaluate to evaluate

ii. CATEGORIES OF PRODUCT/SERVICE:-

1. Pure Good- No Service Involved
2. Major Goods with accompanying Service-
3. Equal amount of Goods & Service
a. E.g restaurant
4. Major Service with Accompanying Goods
5. Pure Service

Our service industry, i.e. Restaurant comes in parameter ` 3 ’ , i.e. Equal amount of Goods &
Service.

iii. SERVICE CHARACTERISTICS

1. Intangibility
a. Service cannot be seen & Touch
 Service of waiters were not tangible,
 Service provided by waiter for cleaning the table.
 Bill desk.
 Food preparation
2. Inseparability
a. Cannot separate out service provider & service receiver
 Food outside home you need to go to restaurant.

2
 3. Variability
a. Standardization is difficult
Standardization accordingly to customer is difficult.
e.g. Customer ordered One (01) bowl of Dal for 2 persons & people are 4
dining. So accordingly requirement is for 4 people.
 Standardization will vary due to this
McDonald s, KFC, Burger King- Don’t cooks Wednesday- 50% off-
Sometime 30% discount.
McDonalds cannot serve Punjabi thali-> won’t server.

4. Parish ability
a. Service cannot be stored.
Production & Consumption Simultaneously.
Food preparation and food consumption by customer goes simultaneously
Service rendered by waitress for 1 dining is over after dining finished
Human Resources & service given by waiters, bill desk.

“At restaurant it comes in `1’ & `4’category “

iv. PROCESS PERSPECTIVE OF SERVICES

High Involvement Low Involvement

INVOLMENT

People Possession
Tangible People Processing
Possession Processing
Actions Service

Intangible Mental Stimulus

Information Processing
Actions Process

 Purchase department of raw material comes in people processing service &

Quality control department possession processing.
 Flavour, Smell or Product menu prepare the mental stimuli process in
customer
 Knowing the dish & product information processing.

3
 v. SERVICE CONTINUUM

Search Experience Credance

• Tangibility High • Tangibility • Intangibility High

Moderate
• Customer • Customer Enjoy
evaluates Outputs • Customer Benifets
Experience
• e.g Laptop, • e.g. Online Food
Mobile, • e.g. Hotel PVR, Service, Car
Automobiles Restraunt, Repair, Software,
Tourism, Theme Day Care
Park

For our case, i.e. Restaurant that is experience kind of service continuum.

Because:-

In restaurant both aspects are important tangible & intangible.

Customer Experience both tangible & intangible

Tangible is moderate because customer gives preferences to service as well.

E.g. feel like King seating at dining table.

vi. SERVICE WITHOUT OWNERSHIP

 Only avail the service, Pay Charges/ rent

1. Labour, Skills People 4. Environment
2. Service of Tangible Goods 5. Network
3. Rent for space

 In restaurant person don’t own the place they rent for few hours while
dining.
 They pay charges for environment
 They pay charges skill labour- waiter in our case
 They pay charge for ambiance
 Pay charges for furniture

4
vii. 7 P’S OF SERVICE MARKETING

5
II. SERVICE QUALITY MODEL AND GAP ANALYSIS
Service Quality Criteria:-

i. SERVICE TRIANGLE

Profitabi
lty

Service Producti
Quality vity

1) Profitability
 Favorable ambiance leads to repeat dine.
 Positive Word of mouth.
 Service variants- extra packs will lead to more profitability.
 Hence, service from restaurant of high quality will lead to repay dine and hence
more profit.
2) Service quality
 Quality of food
 Hygiene
 Preparation of food
 Organic food
 High quality ingredients
 Highly mechanized cooking way
 Cleanliness of utensils
 Star ratings
These are all directly proportion to profitability as this will lead to repeat dine and
thence more generation of revenue.

3) Productivity
Customer walk-in
Variations
Advertisements

6
 Discounts
Promotional offers
Theme or unique way of delivery food & service

This would also lead to profitability.

ii. RELATIONSHIP OF SERVICE TRIANGLE

 Service Directly Proportional to Profitability
 Productivity directly proportional to Profitability
 Service Directly proportionality Productivity

Efficiency

Productivity

Effectiveness

o High efficiency - .i.e. customer service, waiters suggest food menu and
o Effectiveness of cook while food preparation.
o Efficiency of behind the stage personals

This will streamlines. E.g. raw materials procurement etc.

And high effectiveness will enable more productivity

Expectation

Word of Personal
Activites
Mouth Experience
7
iii. GAP MODEL

GAP-1: KNOWLEDGE GAP

Difference between Company Perceptions of Consumer Expectation and Expected Service.

e.g.

1) When a customer dine at Fast Food Centre, viz KFC, McDonalds, Dominos, Burger
King, Subway etc-> Company’s perception are that customer would gives
preferences to quality. On the other hand-> customer on fast food junction generally
gives preferences to quick delivery as well as quality
2) So to overcome this company should clearly define their mission statement to match
with the customer expectation.

GAP-2- POLICY GAP

Difference between management defining the service quality standard and management
perception of customer expectation.

In our case for Restaurant.

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 1) Internal management should maintain the service quality standard to match with
customer expectation.
2) E.g. 3,4,5 Star restaurant maintains the service standard. They take complaint very
serious and put all efforts to overcome such faults.
3) So to overcome this company should clearly define their mission statement to match
with the customer expectation.

GAP-3 DELIVERY GAP

Difference between Service Delivery and management defining the service quality
standard.

1) Many times it happens that tough the management have made service quality as per
the customer expectation yet companies could not fill the customer expectation.
2) Examples, like Dominos defining standard for 30 min delivery but they could not
meet their service delivery during peak days and peak hours.

GAP-4 COMMUNICATION GAP

Difference between Service Communication and Service Delivery.

1) Define promote for better sales of their restaurant. Yet sometimes it happens that
claimed service could not be delivered to the customer.
2) False communication may lead to avoidation of that service.
3) To overcome this companies should address the Grievance, should have feedback
channels, etc.

GAP-5 PERCEPTION GAP

Difference between Customer Perception and Service Delivery.

1) Service delivery to customer based on company’s service quality standard should be

maintained all the time.

GAP-6 SERVICE QUALITY GAP

Difference between Customer expectation and Customer Perception of the service.

1) This is even tough the toughest GAP a company has to overcome.

2) Restaurant owners should understand first the customers’ perception towards that
service and then should do all efforts to fulfil the customer expectation.
3) e.g. Customer expectation on a Punjabi base restaurant generally should be having
North Indian taste food, preferably high spices, lots of butter, Dal & Punjabi Nan &
Sarso ka Saag, etc. But if that restaurant provides only Idly & Dosa is would lead to
customer negligence.

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 iv. SERQUAL MODEL -SERVICE QUALITY MODEL

• Reliability
R • Providing Service consistently for a longer
period of Time

• Assurance
A • Deliver what is promised, coursty & knowledge
of people.

T • Tangibility
• Leads & Trust

• Empathy
E • Ability of employees to understand customer
problem & address then properly

R • Responsivness
• Providing service at the right time & right place.

In restaurant-

1. R
Longer period of time,
Club membership,
Discounts for repeat dining
Taj hotel reliable brand
Moti mahal reliable as per elders
2. A
Maintain food quality
Maintain service quality
Cleanliness
Ambiance
Hygiene

3. T
Tangible in restaurant is food
So quality of food should be maintained
Price should be fixed and not priced very high

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 Unique Dress code should be properly maintained

4. E
Waiters understand the customer concern of dinner and suggest them accordingly.
Problem in the sense- cold food.
Served hot food.

5. R
Time of delivery of food to be maintained
Backend to front end exchange zero error made
Order misplacement should not happen.

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III. PRODUCT ANALYSIS
i. PROCESS PRESCRIPTIVE OF SERVICE

High Involvement Low Involvement

INVOLMENT

People Possession
Tangible People Processing
Possession Processing
Actions Service

Intangible Mental Stimulus

Information Processing
Actions Process

ii. SERVICE AS A PRODUCT

 Core Service:
o Core Benefits/Solutions, Problem Solving Benefits
 Purchase of Food quality
 Raw materials
 Raw materials stocking
 Preparation of food
 Food quality ordered by customer

 Supplementary Service:
o Flower of Service
o Core Product + Facility
 E.g. its Customers, Overall Value
 Billing,
 Cold Water
 Ro Water

 Delivery Process
o Deliver the Product & service
 Deliver what the order is taken at on which table number
 Delivered the quality of service promised by customer

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iii. FLOWER OF PRODUCT

Faciliting Enhanching
Service Service
Smoothing the Differentiate
efficieny Service from others

Information Consultation
Order Taking Hospitality
Booking Safekeeping
Payment Expectation

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IV. PRICING ANALYSIS
i. PRICE APPROACH
1. Cost Based Pricing:-
a. Manufacturing
b. No Competition
c. E.g. Commodity
2. Competitor Based Pricing
a. Oligopoly;
b. Few Competition
c. E.g. Automotive,
3. Value Bases Pricing
a. Benefits from
b. Value = Benefits / Cost
c. E.g. Instant Service
4. Perceived Value Based
a. From Customer side
b. E.g. Multiplex
5. Auction Based Pricing
a. Bid for that
b. E-Bay

Restaurant has “2, 3, 4” i.e. Competitor, Value Based Pricing, Perceived

Because:-
 As the same product/food would be available in other restaurant also
with good ambiance other important feature of a recognised
Restaurant,

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ii. METHOD OF PRICING STRATEGIES

Random Discounting Method Contingent Pricing

•No Pre-Schedule for offer •No preset Pricing

•Aim is to
•Stock Clearances
•Generate lot of traffic
•Maximum no of Informed customer
•E.g.
•In restaurant there would be heavy
discount on few odd days to get good
amount of foot fall in the restaurant like
Mc Donald,KFC & other fast food
restaurant.
•Price always depends on actual output of
the customer
•benefit to Customer
•Anxiety Reduction
•Intangibility aspects-More
•Eg
•In this pricing on restaurant like Havmour
or Spice & Sugar there would be the fixed
price but as per the purchase or order of
food Item & amount restaurant offer few
discount on the customer bill to delight
them.

Price Signaling Image Pricing

•Price is symbol of Quality •Idential versions of current product but different

•Three (03) Strategies name & pricing
•Best Value
•Max Benefits with minimal cost •eg.
•Price-Seeking •CCD- CCD outlet/ CCD Longue
•Highest Price
•E.g. Spa, Flight & Hotel •In restaurant dicount offer on the payment mode
•Price Aversion on credit card .
•Lowest Price •if customer were the repeat customer would get
•Information is low but Important of Quality is high the coupon discount.
•In restaurant max benfit with minimum cost in •if customer have the Club membership of any level.
Thali food, as well as in party dinners ,
•in restaurant off days discount or with some
promotional discount with few food items.

Premium Pricing Reference Pricing

• Someting Extra from Customer • Comparision of Two (02) kinds or

• Upgradation more.
• Internal
• e.g. Taj Ummed vs Crown Plaza • less benifiets
• In restaurant on the visit of regular • One Product
customer to give benifit for more • External
visit restaurant give more offer & • Compare 2 brands
facility . • e.g.
• in this case more less discount or
fixed price on regular food
product.

15
 Price Bundling
• Some Complimentary
Service
• Club More Service by
showing Individual Service
• eg. In Restaurant Free light
Snack while the food serves.
Price Skimming
• Initially keep the Price High
• When brand Equity is High
• Price low gradually to cater more
market
• e.g. Starbuck, McDonalds,
MasterChief
Ussage Discounting
• Basics of Service Consumption
• Loyalty
• More Products
• e.g.
• In Restaurant for repeat customer
discount coupons on repeat visit,
More discount to taste new food
product/item.
Periodical Discounting
• Systamatic Discounts
• Pricing depends on
fluctionating demands
• e.g.
• In Restaurant systamatic
discount on big party, special
day or special festival.
Penetration Pricing
• Earlier in market
• Initial Price Low then Price High
• e.g
• In Restaurant at instial level
Restaurant started low price &
but with continous foot fall &
peak rush hour prices were high.
Upgrading
• The earlier you purchase the Lower
the Price
• With time Increases the Price
• e.g.
• In Restaurant earlier booking of table
for rush time.
• In Restaurant pay more price to book
table at rush hour i.e. in Taj or Hayatt
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 Second Market Discounting
•Price advantage to Special Class of
People
•Special Benifits to special segments
•e.g. CSR, Discounts to Students or Old
Age
•In Restaurant like fast food special
discount on special days for Kids,or
custmer on special day or any special
festival.
Two-Part Pricing
•Basic ammenities
•Ectra Pay for Extra Service
•e.g. Air Asia
•Basic Fare
•Food- Extra
•In Restaurant pay high or less having
meal in AC zone or in the common zone
•In Restaurant for R.O. water or purchase
water bottle of any brand.
Restrained Pricing
• Pay with No Option
• Control the Customer Entry & Exit
• e.g. Popcorn, Coldrink, Multiplix
• Essential OR Optional
• In Restaurant providing special
table.
• In Restaurant providing welcome
drinks .
Geographic Pricing
•Transportation
•Rural- High
•Urban- Low
•Price as per differecnt geography
•e.g.
•In Restaurant at Home delivery charge
were higher then you visit in Restaurant.
•like Mc Donald or ordered by swiggy or
zomoto .
Loss Leader Pricing
•Discount to best selling Products
•Ready to bear losses
•Huge Demand or to generate Traffic
•Two Main Objectives
•Customer goes to competitor
•New Customer also adds
•In Restaurant given special discount to
create more rush on festival season.
Time Pricing
• Instant Service
• Service for particular time period
• e.g. Restaurant-Weekdays &
Weekends, Car service, Courier
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 iii. PRICING STRATEGIES:-

Four value Definitions:-

a) Value is Low-Price
 Lowest Price
 On Sale
 Coupon
 Highest discount

In restaurant the low pricing would occur sometime at peak period some special
days

b) Value is Everything
 Quality of Service
 Makes look good
 E.g. luxurious room

In restaurant good quality of food Item, the ambience & the services give
additional supports for Values of Restaurant services

c) Value is Quality I get for the Price I Pay

 Price 1st and Quality 2nd
 Same as Quality
 Affordable price

In restaurant Quality of Food with good quantity along with the right pricing add
values in Brand of the restaurant.

d) Value is All I Get

 Beyond money
 E.g. higher education

In restaurant segment the customer who feel delight with the services of the
restaurant staff, with the ambiance, with the environment, with the quality of
food & special discount…

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V. PLACE / DISTRIBUTION ANALYSIS
i. O. A. D.

Oppsesive Attention Details

ii. DISTRIBUTION OF SERVICE & SELF SERVICE TECHNOLOGY

Examples of SSTs:-

Self cook restaurant, e.g. pizza in Bangalore where a person can indulge with Chief and cook their
own Pizza and dine afterwards.

iii. DISTRIBUTION OF SERVICE

Customer in AEIOU

Digitalization & Technological Innovation

Design Thinking-

Imagenative

Experience Knowledge

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VI. PROMOTION ANALYSIS
i. ROLE OF COMMUNICATION IN SERVICE.

Intregated Marketing Communcication

I

C
M
Integrated marketing communication plays a very important role in promotion of
restaurants.

E.g. Promotion of Havmore Ice-Cream after the advent of Summer season become high
almost at every road crossing, lets people more aware about Havmore. They provide
billboards to carve the customer to come & visit the nearest restaurant.

ii. IMC PROCESS:-

Sender

Feedback Message

Receiver

IMC process in restaurant also starts with

1) Sender, being the Restaurant provider, viz few restaurants in Ahmedabad- Taj
Ummed, McDonalds, Dominos, KFC, Zayka, Magic Chicken, Barbeque Nation, Mango,
Mirch Masala etc.
2) Message, as the promotional message being published at BillBoards either in print
media on newspaper etc. or at Radio or on electronic media on TV or on Social
Media network on Fb & Instagram.
3) Receiver, being the customers or the potential customer who are waiting to dine at
some place.
4) Feedback, is the response from the customer about the quality and service being
absorbed by the customer from the provider.

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iii. SERVICE MARKETING TRIANGLE

Company

Customer Provider

 Company  Restaurant owners

 Customer  Diners
 Provider  Restaurant Waiters

iv. THREE FORMS OF MARKETING COMMUNICATION:-

1. Internal Marketing Communication
Company --> Provider
E.g. Raw materials provider, Channel Members, Employees viz waiters, cook,
booking staff etc
2. External Marketing Communication
Company -> Customer
E.g. Adults, Sales Promotion, Public Relation, Direct Marketing
3. Interactive Marketing Communication
Provider--> Customer
Employees to Customer
E.g. Personal selling, Service Encounter, Social Media, Service Escape

v. GAP-4
Promotion helps to overcome GAP NO-4
i.e. GAP between Service Delivery and Service Communication.
e.g. Hidden Terms & Condition, Free Calling but for limited time & region.

Viz bill board promotion of various restaurants.

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Reason for GAP-4
1. Wrong Communication 5. Ineffective management of
2. Lack of Customer Understanding Customer Expectation
3. Lack of Information 6. Overpromising
4. Lack of Integrated Service 7. Inadequate Horizontal
marketing Communication Communication
8. Inadequate pricing

vi. CHALLENGES TO MARKETERS

Manage Customer
Expectation

Manage Service Manage Customer

Promise Education

Goal= Service
Delivering Manage Internal
Address Service
greater or Marketing
Intangibility equal to Communication
promise

Company faces various challenges to market the restaurant and they must devise strategy
to overcome those challenges:-
i. Address Service Intangibility
a. Company should provide service and show the intangibility aspects of service
being provided to customer,
b. E.g Spa Resort, Village Resort
ii. Manage Service Promise
a. Company must stick to manage the customer promise.
b. The services being promised to the customer must be delivered to them in
terms of quality of food as well as in terms of service provided.
iii. Manage Customer Expectation
a. Restaurant must adher quality of food and service to match with customer
expectation.
iv. E.g. Pleasure Trove in Ahmedabad- an exquisite restaurant with delight of food and
amazing service.
v. Manage Customer Education

22
 a. Restaurant owner must educate their customer in terms of variations in food
menu
vi. Manage Internal Marketing Communication
a. Restaurant should promote for better sales.

vii. ADDRESS SERVICE INTANGIBILITY:-

 Incorporeal Existence
Provide tangible Cues to Customer
 Abstraction
Customer not having role & lack of Knowledge
 Generality
General trends in Service Quality
Differentiate in Service Quality
 Non-Search ability
No Tangible
Get to sense quality performance cues
 Mental Impalpability
Complex to understand by customer

viii. APPROACHES FOR ADDRESSING SERVICE INTANGIBILITY:-

Below strategies can be adopted for addressing the service intangibility in Restaurant:

1. Use Narrative to 8. Use Buzz/ viral Marketing

Documents 9. Leverage Social Media
2. Vivid Information 10. Aim message to Influencer/
3. Interactive Images Market followers
4. Tangible Focus 11. Create ad that generates
5. Board Icons talk-> Humorous
6. Association physical compelling
visualization 12. Feature satisfied customer
7. Service employees in 13. Generate word of Mount.
communication. 14. Employee relationship.
 Challenges of Service Promise
Difference between management of service marketing communication and Actual
Service Delivery.
Lack of accurate estimates; difficult to predict.

 Service Branding Model.

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 Brand
Brand Awarness
Equity Brand
Meaning
Restaurant can leverage the brand equity for better sales.
e.g. Taj groups of restaurants leverage the brand of Taj which is trustworthy and
reliable.
Barbeque Nation has strong brand equity due to their immense brand awareness
and its meaning of barbeque which is deeply associated for non-beg foodie.

ix. MANAGING INTERNAL MARKETING:-

 Create Vertical Communication
 Create Horizontal Communication
 Training/Induction
 Sell the Brand Inside
 Create Effective Upward Communication
 Create Cross Functional Teams
 Align Back Office Customer

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VII. PEOPLE
i. FOUR (04 CHARACTERISTICS OF SERVICE)

Intangibility Inseparability

Parishability Variability
• Production & Consumption • Customization as per
SILMULTANEOUSLY customer requirement
• Customer Involment is
required

1) Intangibility-
a. Service being delivered at restaurant is most of the times intangible in
nature.
b. E.g. services provided by Waiters, cleaning staff, etc which cannot be
materialized.
2) Inseparability
a. Service provided and service taker cannot be separated.
b. Waiters provide service explicitly to the customer for serving them
better.
c. Waiter service is of no use without the presence of customer.
3) Parishability
a. Restaurant food cooking and restaurant dining goes simultaneously.
b. Services for one dine cannot be restored once again.
4) Variability
a. Customization is available on some categories of restaurant, not on all
types.
b. E.g. customization on McDonalds veg tikki is not available.

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ii. CUSTOMER INVOLVEMENT TYPES:-

Moderate
Low High
Involment
Involment Involment
Required

Active
Services are Customer Customer
Standardized Inputs are Participation
requried
though service
Customer is
will be
Limited service required for
provided by
restraunt production and
Service
serviec delivery.
Provider.

Only customer e.g. Self cooked

Input- Payment restraunt.
e.g Buffet
service in
restraunt

e.g. McDonalds,

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iii. FACTORS AFFECTING CUSTOMER PARTICIPATION:-

Willingness to Participate

• Create desire
• Create Want

Ability to Participate

• Understanding Customer significant education

Efficiency in Process

• Simplified in Service
• Bring efficiency

Perception regarding Risk

• Role of communication

Customer Award

• Intrinsic
• Extrensic

Customer willingness to go out for restaurant is the major factor for customer
participation at restaurant.
Customer should also have the financial and other abilities to match the requirement to
dine out. Viz time constraint, monetary problems, etc
Restaurant should be efficient enough to handle the demand of peak hours. They should
be everready all the time
Communication of promotional offers, etc should be communicated to potential
customer.
Customer should be awarded like coupons, discount on net visit etc to promote for
regular comers.

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iv. CUSTOMER VALUE CO-CREATION IN SERVICE

-Co-Creation is used in Moderate & High Customer Involvement

G-D Logic
• Goods Dominent

S-D Logic
• Service Dominant

o G-D Logic
o Restaurant falls under both the categories.
o Few examples of Goods dominant restaurant are highway Dabas, fast food
centers, etc

o S-D Logic
o Restaurant service is mainly the service dominant.
o Because in a restaurant quality of food as important as providing the quality
food to the customer
o So service of cooking, billing, handling customer are also important for
making a complete success.
o Almost all restaurant e.g. all Start categories restaurant are mostly service
oriented.
o Dominos which differentiate from other on their quick service delivery.

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v. CONCEPTUAL FRAMEWORK

Motivation Practices for Experience

for Value Co- Value Co- for Value Co-
Creation Creation Creation

a) Motivation for Value Co-Creation

 Intrinsic
 Extrinsic
b) Practices for Value Co-Creation
 Participative & Citizenship
c) Experience for Value Co-Creation
 Six (06) Categories
Hedonic
Cognitive
Social
Personal Experience
Pragmatic Experience
Economic Experience

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VIII. PROCESS
i. SERVICE IS PROCESS.

Department in Industry OPERATIONS Department

Service Delivery Process / Service Blueprinting

- Standardization the service delivery process.

Physical
Evidence

Support Customer
Actions Action
Components
of Service
Delivery

Backstage Customer
invisibile visibile
Contact Contact
Employee Employee
Action Action

a) Physical Evidence

- Seen By Customer & have sensory effects

- e.g. waiter service
- Billing centre of restaurant service
- Quality of food being served; smell of the tasty dish
- Ambiance of the restaurant
- Fragrance inside the restaurant; which is unique of every restaurant
- Demo of food prepared, e.g. Sigdi in Sanand Highway, Ahmedabad has a
separate case in which the food prepared and those which are available are
placed so as to enable customer to feel how their prepared dish would look like.

b) Customer Action

- Steps choices, activities or interactions by customer

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 - Customer plays a vital role in process fulfilment of restaurant service.
- Customer walk-in to the restaurant
- Customer ordering the food
- Customer enquiring about the best food menu
- Customer use of toilet or other amenities
- Customer writing feedback or appreciation
- Customer inputs on changing the dist

c) Customer visible Contact Employee Action

- Employee persons actions in front of customer.

- E.g. Waiters in Restaurant.
- Customer seek help from waiters for ordering, billing etc.
- Front end employee connects the customer from back end providers.
- Visible contact employee attitude, behaviour, dressing style and others affects
the customer attitude towards the restaurant.
- Visible person to customer should talk in a very polite manner to the customer
while addressing the customer.
- Visible person could also be the chief sometimes in star restaurants.
- etc

d) Backstage invisible Contact Employee Action

- Behind the scenes who support the front end employee

- E.g. Food Processing unit in Restaurant, Raw material procurement
- Back stage employees are the cook, chief, raw materials providers, billing
counter persons etc.
- Backstage employees of the restaurant are the backbone of the firm.
- Cook prepares the food without even seeing the face of customer yet upto the
customer expectation.
- Backstage employees are very crucial for restaurant.

e) Support Process

- Covers the internal scene

- E.g Call Centre, Packaging
- Support persons in restaurant generally adds more value to the customer
satisfaction.
- Eg. A call back after dine to restaurant asking about the experience would give
more value to the customer and scope of improvement for the restaurant.
- Support or IT system.

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ii. COMPONENTS
 Action
 Action Flow
 Line of Interaction
 Line of Visibility
 Line of Internal Interactions
 Communication Flow
 Actor
 Physical Evidence

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IX. PHYSICAL EVIDENCE
i. INTANGIBILITY ASPECTS; CUSTOMER RELY ON TANGIBLE CUES.

Physical Evidence

Service Cap Other Tangibles

• Facility Exteriors • Business Documents
• Exterior Desigining • Stationary
• Signage • Billing Statement
• Landscape • Reports
• Parking • Employee Dressing
• Surrounding Environment • Brochures
• Interior Designining • Web Pages
• Equipment • Virtual Servicecap
• Layout
• Air Quality
• Temperatire
• Sound
• Music
• Ligntining

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ii. SERVICECAP

Perceived
Holistic Dimension Serviceacap

Socially
Physical Social Natural
Environmental Dimension Symbolic
Dimension Dimension Dimension
Dimension

Ambient Ethinic
Condition
Temperature, signal being
Employees,
Air, Noise, Ethinic away,
Environmental Stimuli Customer
Space object e.g. facinations,
Functions & Social of
Theme compatibili
Layout Music restraunt
of Restraunt
Restraunt; ty
etc Village etc

1. Servicecap of Restaurant
a. Exteriors of restaurant.
b. Parking place for vehicles.
c. Music inside the dining area.
d. Fragrance in the place.
e. Lighting in the restaurant.
f. Interior of the restaurant, e.g. theme based or unique lighting etc.
g. Signage for identification of the restaurant, e.g. Mirch Masala in Ahmedabad
has unique red chilly signage.
h. Landscape of dining area, Roof terrace dining, view from Patang hotel etc
i. Others

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2. Other Intangibles in restaurant
a. Coupons of restaurants
b. Messages on mobile app for booking and availability
c. Like track of pricing for the buffet at barbeque nation.
d. Billing, e-payment
e. Employee dressing of waiters, chief, service man etc
f. Menu cards, etc

Service Blueprinting of Restaurant

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X. CONCLUSION & LEARNING
From the above learning below can be concluded in respect of Restaurant:-

[1] Restaurant in the type of service where goods and service plays
equal amount of importance.
[2] Service of waiters is intangible and there service cannot be separated
yet they are perishable.
[3] Raw materials, flavours and information of dish forms the process
perceptive matrix.
[4] Restaurant that is experience kind of service continuum as customer
Experience both tangible & intangible.
[5] In restaurant person don’t own the place they rent for few hours
while dining.
[6] Restaurant of high quality and service of high quality would lead to
more productivity of restaurant.
[7] High efficiency and effectiveness in restaurant will also lead to better
productivity.
[8] To over different GAP i.e., GAP 1-6 various strategies have to be
adopted by restaurant.
[9] RATER of serqual model has various attributes linked to restaurant.
[10] Restaurant service has core service accompanied by supplementary
service and delivery process.
[11] Flower of service in restaurant includes- Hospitality, Billing, Payment,
Order Taking, etc having both facilitating and enhancing service on it.
[12] In restaurant generally Competitor Based, Value Based Pricing,
Perceived value based pricing strategies are being adopted.
[13] Apart from above, various methodologies of pricing are also being
practised in restaurant of various kinds, viz Image Pricing, Random
Discounting, Premium Pricing, Periodical discounts, Skimming
pricing, Time pricing, Geographic pricing, etc.
[14] Customer is delighted for the value what he get.
[15] Distribution are also planned for proper delivery of service in
restaurant even Self service technology are also implemented in
restraint for cooking own food and dining at remote place.

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[16] Restaurant promote their sales via print, electronic, social media to
increase their sales on various seasons.
[17] Promotions help restaurant to overcome the GAP-4.
[18] Various challenges are also being faced by the restaurant owners but
they overcome all to achieve Goal for service delivering of greater or
equal to customer expectation.
[19] Restaurant also leverage brand equity.
[20] Customer involment varies from low to moderate to high in
restaurant.
[21] Various factors also affect these involment of customers.
[22] Value co-creation is achieved by S-D logic as restaurant being the
service dominant.
[23] There are various processes being involved in the restaurant
integrating in the service blueprinting of restaurant. This process
includes Physical Evidence, Customer Action, Customer visible
Contact Employee Action, Backstage invisible Contact Employee
Action, and Support Actions.
[24] Restaurant has both Servicecap and other intangibles forming the
physical evidence, which mostly includes exterior, interiors, music,
menu, dressing of staff, billing etc.

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