Service Marketing - MKT350

SERVQUAL ASSIGNEMENT
BURGER n BOOST

Raihan M. Abrar
0810251

INTRODUCTION
As economic growth and social development pick up pace in Bangladesh, the food culture of the urban population seems to have undergone a significant shift. More women entering the workforce combined with the ever increasing purchasing power of Dhakaites has not only increased the ability of the people to purchase cooked/ ready-made food but also created a need-based market for it. As the availability of house help falls sharply with further strengthening of the economy, the traditional family structure that relied heavily on the culinary skills of hired help and the women in the family has been disassembled to a great degree. Due to these social and economic phenomena ,innumerable cafes, restaurants and joints can be seen mushrooming all over the urban landscape of the country, these outlets generally cater to middle and high income earners within the country and are frequently used as venues for social and business gatherings owing to the limited number of communal spaces available in the country

BURGER N BOOST (BNB)BnB is a Bangladeshi fast food brand that satisfies the desire for burgers with innovative burger recipes. It has started its operations on 23rd September in 2011 with its first store in Dhanmondi. Gradually, it has established two additional stores in Banani and Bashundhara in 2012 and 2013 respectively. Currently, with favorable responses from the customers, BnB is expanding and improving its operations to fulfill a broader demand for burgers in its market.

VISIONBnB has established with the vision to be the most favorable brand to burger lovers.

MISSIONBnB operates with the mission to satisfy each customer s need for amazing burgers by ensuring- quality food, developing unique recipes, and establishing customer friendly facilities.

CORE VALUES:
- Customers - Taste - Quality - Commitment - Cleanliness

SERVQUAL DIMENSIONS
After extensive research, Zeithaml, Parasuraman and Berry found five dimensions customers use when evaluating service quality. They named their survey instrument SERVQUAL. SERVQUAL is a theory of measuring service quality as taken by customers. In other words if providers get these dimensions right, customers will hand over the keys to their loyalty, because theyll have received service excellence. According to whats important to them. Each of the 5 Service Quality Dimensions makes an extra addition to the level and quality of service which the company offers their customers. It also makes the service far more unique and satisfying. SERVQUAL measures service quality as the discrepancy (gap) between a customer's expectations for a service offering and the customer's perceptions of the service received. The SERVQUAL customer perception tool requires customers to answer questions about both their expectations and their perceptions and to assign a numerical weight to each of the five service quality dimensions.

THE FIVE SERVQUAL DIMENSIONS ARE:

Tangibles - physical facilities, equipment, staff appearance, etc; - ability to perform service dependably and accurately; - willingness to help and respond to customer need; - ability of staff to inspire confidence and trust; - the extent to which caring individualized service is given.

SERVQUAL DIMENSIONS (CONTD.)

RELIABILITY:
The reliability Service Quality Dimension refers to how the company are performing and completing their promised service, quality and accuracy within the given set requirements between the company and the customer. Reliability is just as important as a goof first hand impression, because every customer want to know if their supplier is reliable and fulfill the set requirements with satisfaction.

BnB tries their best to provide their customers with promised service. The proper mix of ingredients and a recipe that gives a constant flavor to its customers acts as a key factor. Training their cooks to make every item on the menu as flawless as the one before that helps to ensure that every customer receives what they asked for.

With all this at hand, BnB is expanding its business by opening new outlets around the city and providing home delivery. Their recent collaboration with Hungrynaki.com has expanded their home delivery services even more.

RESPONSIVENESS:
The responsiveness Service Quality Dimension refers to the willingness of the company to help its customers in providing them with a good, quality and fast service. This is also a very important dimension, because every customer feels more valued if they get the best possible quality in the service. From their mission statement we can see that BnB operates with the full intention of satisfying their customers by ensuring quality food, developing unique recipes and establishing customer friendly facilities. Again, BnB has accomplished this by making their employees have a more indulging relation with the customers where they go and check how the food was, offer suitable choices to ones budget or appetite, give complimentary snacks or drinks, etc. Maintaining a social networking page helps them to hear from their customers later on and also show others how their customers experience was. For example the picture below shows a customers gratitude to some complimentary drinks.

ASSURANCE:
The assurance Service Quality Dimension refers to the company's employees. Are the employees skilled workers which are able to gain the trust and confidence of the customers? If the customers are not comfortable with the employees, there are a rather large chance that the customers will not return to do further business with the company.

Assurance is something BnB works on very hard. Giving the best possible service and building a more cozy relationship with their customers help them to assur every customer that they will deliver. Little tit bit choices made by the employees show their customers that they care and this builds a strong impact on the customers perceived service.

BnBs employee training helps deliver these services and build their customer base to new heights.

EMPATHY:
The empathy Service Quality Dimension refers to how the company cares and gives individualized attention to their customers, to make the customers feeling extra valued and special. The fifth dimension are actually combining the second, third and fourth dimension to a higher level, even though the really cannot be compared as individuals. If the customers feel they get individualized and quality attention there is a very big chance that they will return to the company and do business there again. BnB tries to accomplish this by a multi-step process. Firstly, they welcome to the shops through various medias, then the service provided at the stores and online site, then the employees interaction at the stores and finally staying connected through social networking sites. The picture shows how they catered to this girl, gave her a complimentary drink and later the father posted it online to show their gratitude as customers and share the happiness.

TANGIBLES:
The tangible Service Quality Dimension refers to the appearance of the physical surroundings and facilities, equipment, personnel and the way of communication. In other words, the tangible dimension is about creating first hand impressions. A company should want all their customers to get a unique positive and never forgetting first hand impression, this would make them more likely to return in the future. The dcor at BnB is consistent throughout its outlets. They use the same color toned furniture and paint to give a very contemporary feel to their customers. The red and white tells every customer that they are eating at BnB. The place is maintained well by keeping it neat and clean. Every table is cleaned almost instantly a customer leaves it. Making sure every customer doesnt have to ask for it. The trays are washed after every use and the management also emphasizes highly on hygiene to their customers.