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GROUP PRESENTATION

WHAT IS THE DIFFERENCE OF MEDIUM CONTACT AND HIGH CONTACT SERVICES?

Medium Contact Services

- Less face-to-face contact with the services with the provider

High Contact Services

Customers visit the facility in person and are actively involved with the service organisation and its personnel throughout service delivery.

MK RESTAURANT

QUESTION 1:

GROUP MEMBERS

What are the four or five key lessons that any medium to high contact service organisation might learn from the success of MK restaurant?

4 LESSONS FROM MK RESTAURANT

SERVICE DELIVERY IS MORE IMPORTANT

PROCESSES AT AN MK RESTAURANTS

1. Staff takes order

2. Staff brings the raw material to the table

3. Turns on the stove

4. Provides instructions

5. Checks everything is in order

6. Handles any issues/query that arise during the extended consumption period

7. Brings the bill

(Stocks Around Us, 2013)

1. Service DELIVERY IS IMPORTANT

- how service is delivered is important as what is delivered

- frontline employees are critical to overall experience & satisfaction

3. PRODUCT CUSTOMISATION ACCORDING TO MARKET

2. CUSTOMER FOCUSED

  • Sheena Burce 3114655
  • Claire Mahady 3125472
  • Isaac Smith 3144449
  • Roberto Garcia 3107572

- They customise their menu for their Japanese customers (no parsley on the sauce)

- MK's spiciness is adjusted for the young generation

- Listens to market trends - healthy trend

- MSG Free and preservative free (due to feedback)

- MK's philosophy is to do anything within reason for customers

- To ensure consistent excellent service, MK management created 14 MK culture items for all of their employees

------to treat customers with passion & hospitality, being service minded & behaving with dignity

4. IMPLEMENTING COMPANY CULTURE

"CUSTOMERS VISIT OUR RESTAURANT BECAUSE THEY ARE NOT ONLY OUR CUSTOMERS BUT ALSO OUR FRIENDS."

Undercover Boss!

PRODUCT POSITIONING

What is perceived by a customer through actual experience of/with service, its personnel, place and means of delivery

INTERNAL POSITIONING

COPY POSITIONING

Copy positioning (led by advertising and marketing communications)

What customers do we now serve and which ones would we like to target for the future?

TARGET MARKET

  • MK Restaurant is one of the largest Thai owned chain restaurant businesses, with more than 252 outlets nationwide
  • With 25 outlets in Japan and franchises beginning in Europe

EXTERNAL POSITIONING

Children

Teenager's

Adults

Senior citizens

What does the firm currently stand for in the minds of current and prospective customers?

BACKGROUND

  • Founded in 1962 by Mrs Tongkam Metko under the name MK Cafe
  • 20 years later, a second store was opened.
  • MK Restaurant opened their 400th store in 2013.

Q2: HOW WOULD YOU DESCRIBE MK'S POSITIONING?

Positioning is the process of establishing and maintain a distinctive place in the market for an organization and/or its individual offerings

Establishes relationships between profitability, customer loyalty, employee satisfaction, loyalty and productivity.

Developed from analyses of successful service organisations.

The service profit chain displays a series of hypothesised links (or propositions) in a managerial process that can lead to success in service businesses.

HOW DOES THE SUCCESS OF MK RESTAURANT RELATE TO HESKETT ET AL'S SERVICE PROFIT CHAIN CONCEPT?

WHAT LIES AHEAD FOR MK RESTAURANTS?

EXCITING OPPORTUNITIES

CHALLENGES

REFERENCE LIST

  • Integration of PDA’s (Personal Digital Assistants)
  • “Talking Dictionary”
  • “Engineer the customers’ experience and shape their behaviour”

- Volatility of the market

- Unpredictable natural disasters

-Threat of New and Existing Entrants: ie KFC, McDonalds, Pizza Hut, Fuji, and Chester's Grill

COMBATING CHALLENGES

- Hiring of a Research Company to monitor competitors

- Hiring external Company to evaluate MK (eg. mystery shoppers) – analyzing competitive positioning

- QCQS (Quickness, Cleanliness, Quality and Service) –Appraisal of Internal Positioning

 Heskett, James L., Jones, Thomas O., Loveman, Gary W., Sasser, W. Earl, and Schelsinger, Leonard A. (1994). "Putting the Service Profit Chain to Work", Harvard Business Review, March–April, 164-174.

Lovelock, C., Patterson, P. and Wirtz, J. (2011). Services Marketing: An Asia-Pacific and Australian Perspective. 5th Edition. Prentice Hall Pearson Education: Australia.

MK Restaurant (2014). MK Restaurant Home Page. Retrieved 28/04/2014 from https://www.mkrestaurant.com/th

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