The influence of People : The Service Marketing benefits of training
In the past years the competition in the restaurant trade in Umeå is increasing. There is more choice for the customers and thereby the restaurants have to work harder to attract customers. One way is to Market themselves differently.In this research we are studying one way of diversifying Service Marketing, namely through people. Especially in the restaurant sector the frontline employee is an essential part of the service. We argue that by improving the Internal Marketing a business can ensure, through Human Resource Management, to have a service-minded and customer-oriented workforce, motivated to deliver Service Quality. Further, by strengthening the Internal Branding the workforce will work in unity with the internal and external brand, being more willing and committed to deliver high quality services. We aim to find that through having well trained frontline employees the customer will know a difference and have a better experience when visiting the restaurant.Three restaurants in the Umeå market have been chosen for our study. To collect data from these restaurants we have conducted semi-structured qualitative interviews. The contributions of this study were that training, and especially learning by doing and experience, is crucial in learning ones job according to the respondents. Also that having a good balance between having standard procedures and employee empowerment could improve the Service Quality through reliability in the service delivery. Last but not least, a concept of Reciprocal Commitment was developed showing the importance of a business investing in the employee, training being part of that investment, to get the employee to invest his/her time and commitment in the business.Through this study we have developed a model showing the influence and benefits of training in the selected restaurants. We have realised that training is not the only way, but plays an important role in Marketing through people.
Source Type:Master's Thesis
Keywords:service marketing training internal human relations management branding quality
Date of Publication:07/04/2008