ch. 13 mktg application response

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Tennessee Technological University *

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MKT-3400

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Marketing

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Feb 20, 2024

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pdf

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Abby Eads Ch. 13 MKTG Application Response MKT 3400 February 11, 2024 1. You have conducted a zone of tolerance analysis for your local pizza restaurant. You find that the lengths of the reliability and responsiveness boxes are much greater than those of the other three service quality dimensions. You also find that the restaurant is positioned above the zone box on reliability but below the box on responsiveness. What should you tell the manager to do? According to Halil Nadiri, Jay Kandampully, and Kashif Hussain, "The ' zone of tolerance ' is recognized in the service quality literature as representing a range of expectations and an area of acceptable outcomes in service interactions" ( Taylor & Francis Online ). Since the reliability and responsiveness boxes are the greatest, that means that these are the qualities that customers want to get out of this business the most. What I would tell the manager of this company is to focus on these two qualities. Since reliability is above the box, the restaurant is already doing well by performing its services "dependably and accurately." On the other hand, they are not meeting customer's expectations with responsiveness . Quatrilics says that responsiveness is the "willingness to help customers and provide prompt service" (Quatrilics). I would recommend that the manager and other employees work on listening to their customers and providing them with the help they need. 2. What should a restaurant server do who is faced with an irate customer who has received undercooked food after a long wait? How can he or she avoid a service failure by being empowered? What should the server do? Empowerment is when the employees decide how the services are provided to a customer. I gained a lot of experience as a waiter, therefore I have a lot of decision-making experience. When determining how to manage this, I believe the employee should pay attention to the wants and expectations of the consumer. The employee has a lot of options here, but I would like to rework the dish or cook it for a little while longer. Given how long the consumer had to wait for the food, I would also reduce the cost of their ticket. I may even offer to give them the dinner for free, depending on how long they waited. 3. Assume you were hired by the local grocery store to help assess their service quality. How would you go about undertaking the project?

If I were in charge of evaluating the quality of the services, I would run a zone of tolerance study. In addition to determining how effectively the shop satisfies the expectations of these traits, I would try to ascertain which service attributes clients appreciate most. I would endeavor to enhance the aspects that are falling short of expectations after assessing how effectively we fulfill these standards. While I would like all five attributes to be above the zone box, my first priority is to concentrate on what my clients value most, since this will help me retain them. I'll be able to discuss the less important traits when these requirements are satisfied.

References Nadiri, H. (n.d.). Retrieved from https://www.tandfonline.com/ Qualtrics; // May 21. (2023). Retrieved from https://www.qualtrics.com/blog/how-to-measure-service-quality/#:~:text=Responsiveness%3A% 20willingness%20to%20help%20customers,the%20firm%20provides%20its%20customers.

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