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T.G.I.

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by

Ayo Kuton

on 19 December 2013

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Transcript of T.G.I.

Analyse the service interaction process at T.G.I. Friday's based on the following:

Concepts/models
Blueprinting
Servicescapes
Cyberscape
Servuction
Service Experience
Service Quality &
Service Failure/Recovery

Critical Incidents

A critical incident is an event that can be described in detail and that deviates significantly, either positively or negatively, from what the customer expects or considers normal in the service encounter


T.G.I Fridays
Technologies used by T.G.I Fridays
Ayo.Emily.Punam.Nicola & Reanne
MC6061



Employees, Package & Ambiance

Eating at T.G.I. Friday's is about the experiences you go through whilst eating, the experience is about creating memories and the theatrical stage and furniture settings of the whole restaurant creates a show where the customers can either play a role alongside the employees or be seen as the audience.

Customer Satisfaction at T.G.I. Friday's

Customer Satisfaction Components:
Employees
Product
Package
Ambiance
What are the connections between theatre and T.G.I. Friday's? Is the dramaturgical analogy a good one?
Services marketing

T.G.I Fridays
service timer
computer program
designed to monitor service times
beneficial to customer
however difficult to commit to

mobile App
Mobile app
brand equity builder
Rewards for customer
Tabbed out
innovative
first in industry
convenient for customers
Social media campaign
USED FOR :
DEVELOPING NEW INNOVATIVE IDEA’S IMPROVING EXISTING SERVICES TRAINING NEW STAFF COMMUNICATING ROLES WITHIN THE RESTURANT
BLUEPRINTING
“all steps in a service process, that is all contacts or interactions with customers” (Palmer 2011)

SERVICE SCAPES
“The impact of physical surroundings on customers and employee’s” (Bitner 1992
THE CONCEPT IS ‘
THANK GOODNESS ITS FRIDAY’

The dining chain was first opened in Manhattan at First Avenue and 63rd street and featured the same red and white striped awnings and the signature name that was to best describe a feeling for generations to come (TGI 2013).

SERVICE QUALITY
Determinants
of the customer expectations at TGI Friday:
1-
Reliability
with the bill.
2-
Responsiveness
with prompt service,
3-
Competence
, knowledgeable, skilled, courtesy, friendliness.
4-
Communication
between the customer and security financial.


SERVICE EXPERIENCE
SERVICE AS THEATRE

'Pine & Gilmor' state that work is theatre and that the service in a restaurant can be closely compared to a theatre production and performance.

4 components to TGI Fridays service encounters
1-Service
2-product
3-Decor
4-Ambiance
So picking the right people for a drama strategy for the cast
is crucial!










1. NAVIGATION
2. INFORMATION CONTENT
3. DELIVERY
4. PRESENTATION
5. SECURITY/PRIVACY
6. REPUTATION
7. COMMUNITY
8. ENTERTAINMENT
9. PRODUCT
10. RELIABILITY
11. TRUST

CYBERSCAPES
- Cyberscape must have some reflection of the Servicescape
and its offerings
- Easy Navigation and correct up to date information
- Contact information

SERVUCTION
5 KEY SECTORS of SERVUCTION
1. PROCESSES USED
2. PEOPLE/STAFF
3. TECHNOLOGY
4. TEAM MANAGEMENT
5. CUSTOMER SERVICE ‘TOP PRIORITY’

Without Servuction, there can’t be a superior service
.

Ensures that there are 0 complaints

TGIF’s FAMOUS BIRTHDAY SONG

SERVICE FAILURE & RECOVERY
1- ‘Directors’- Managers
2- 'Costumes’-Uniforms
3- ‘Actors’- Employees
4- 'Audience-Customers
5- 'Stage’- Decor, ambiance, service range, physical facilities and attractions
6- 'Script’- Employee training, communication, and customer involvement.
The ‘Continuum of Perceived Service Quality’ model (Leonard L et all, 1985)
The service quality gap
'Checking up' on customers is a critical strategy.
Staff are required to check back with the
customer within three minutes of delivering the meal, this strategy is used to exceed the customers expectations. (C. Lashley, 1999)

REACHING THE TARGET.
Monitored timing allowance by managers between the order placed and the time it reaches the customers table.
OUTCOME
PROCESS
FAILURE TYPES
What service the customer receives?
- Food & drink order.
How they receive the service?
- Manner and approach the order is delivered in.
Recovery options that TGI Friday uses:
1-
Compensation
:
distributive justice
–the outcome exchange.
2-
Apology
:
interactional justice
- which involves the manner in which information is exchanged and outcomes are communicated.
3-
Response
:
procedural justice
-decisions made and conflicts are resolved.

(A. Smith et all, 1999)
Facebook campaign to gain fans
'woody' character
burger prize
conclusion
Thank you any Questions??
Thank you any
Questions??
T.G.I
Fridays
T.G.I Fridays uses a standardised strategy across all restaurants worldwide,the process provides an interactive service for all customers using various models creating a memorable dining experience!!

is a chain well known around the world
American themed restaurant started in 1965
in 2010 it had over 1000 restaurants operating in 61 countries.
For a successful outcome short term campaigns are not as effective 'Business week'
Full transcript