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Marketing of Services (Blueprinting & Physical Evidence of Pizza Hut)
Marketing of Services (Blueprinting & Physical Evidence of Pizza Hut)
Pizza hut provides services from 11am to 11pm round the year. The services provided are customer centric and are fully digitalised i.e. right from Order processing to vigilant surveillance, handled by the employees by making the use of integrated Information technology. The services also include provision of expertise training to the employees to enhance the service quality.
Services to the dine-in customers. Services to the online customers. Recovery of Customers. Services to the Employees. TRMI( Team Member Readiness Interview) TMRI forms the basis of recruitment at Pizza Hut. It includes written tests, Personal interviews and practical tests & the person is evaluated on the basis of grades.
Tangibility Spectrum:
Tangibility It talks about the furniture, menus, the interiors etc i.e. Physical facilities, equipment & appearance of personnel. Empathy Caring, individualized attention the firm provides to their customers. The mission of Pizza Hut is We take pride in making a perfect pizza and providing courteous and helpful service on time all the time. Obviously, this mission statement focuses on how they can make people happy through quality pizza. Responsiveness Willingness to help customers and provide prompt service. Employees in Pizza Hut are quick to respond to the queries of their customer since the working staff are highly trained.
Blueprinting
It is a technique for service innovation. The blueprint shows processes within the company, divided into different components which are separated by lines. The service blueprint defines: Customer Actions. Onstage (Visible Contact Employee) Actions. Backstage (Invisible Contact Employee) Actions. Support Processes. Physical Evidence.
Explanation of Blueprint
Customer Action: The process begins with the customers entering into the premises of the restaurant (inorbit mall in this regard), the physical evidence to the customers is the services provided right from the beginning i.e. parking space, pleasant atmosphere created by the music played in the restaurant, the attractive paintings, uniformed employees, seating arrangements and other aesthetic aspects provided by the employees. The second aspect in the blueprint is customer actions towards the services provided by Pizza Hut, it includes actions such as receiving the menu, placing the order, enjoying the refreshments and entertainment provided by them, receiving the bills and their feedbacks.
Onstage Interaction: The next stage is the Onstage interaction, wherein the employee reacts to the customers, this process includes greeting the customers, giving them suggestions for orders, receiving the orders, delivering the orders and then completing the process by providing the bills. Backstage Interaction: In backstage interaction/Invisible interaction, this is a process between the employees of pizza hut, and involves the management of services to the customers by registration of check in and check outs i.e. by taking a record of the customers, processing of the orders, making the orders (food), Grievances damage control, and other services related to customer assistance.
Physical Evidence
Ample parking facilities. Spacious waiting area. Dress Code & Name Blaze : Red & Black combination with the logo of Pizza Hut on one side. There is compulsion to wear blaze, so that guests feel much more comfortable talking to employee by his/her name. Designing Menus.
Cleanliness: plates, cutlery, pans, floor, dustbins, premises etc. Bell: The Pizza Hut tradition to say thank you when we ring the bell
The environment in which the service is assembled and in which the seller and customer interact, combined with tangible commodities that facilitate performance or communication of the service- Service scape By Booms and Bitner It identifies the main dimensions in a service environment and views them holistically.
From the service providers point of view: Logo, Colors, Images: The red color in the Pizza Hut logo represents freshness, whereas the yellow color depicts richness, taste and joy. Staffs Uniform: Red & Black combination with the logo of Pizza Hut on one side. There is compulsion to wear blaze, so that guests feel much more comfortable talking to employee by his/her name. Service delivery: planning your work and working your plan. The management of Pizza Hut are really strict with their planning and implementing those plans which they working on.
Also Known as Ishikawa diagrams, are causal diagrams created by Kaoru Ishikawa (1968) that show the causes of a specific event
Fish bone is a cause and effect diagram to identify potential cause of problems.
Pizza hut always try to have customer satisfaction on priority and if there customer are not satisfied, what are the main cause of unsatisfaction.
Conclusion
The success of Pizza Hut in terms of providing services to the customers has cleared a solid ground in the race of competitors and proves a significant point, the reason behind being the no. 1 in terms of casual dining. Service is an attitude in Pizza Hut. Crew members are trained to make customers feel appreciated. Customers are treated with courtesy, attentiveness, respect, and enthusiasm. Pizza Hut known for its CHAMPS i.e. cleanliness, hospitality, accuracy, maintenance, product, speed.
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