Thursday, September 17, 2009

“Dadu’s – the kitchen away from home!”

“Dadu’s – the kitchen away from home!”

Date: 17-September-2009

Time: 2-15 PM to 2-30 PM

Location: Bishuda’s at XLRI, Jamshedpur

Background

I was back at XLRI from the term break. Not much had changed and I thought I’d take a walk to good old Dadu's for a ‘morning snack’ having gotten up at 2 PM on a lazy Thursday and just about in time for a 2:30 PM lecture. As I turned the corner, I thought to myself, just a couple of terms left – and then I might never see this place again … Dadu’s, truly, the kitchen away from home …

Prior Expectation

As all XLers will attest, Dadu’s offers a decent range of food items at affordable items. Being the only daytime food provider in the campus, other than the various messes, it can act as a lifeline, especially, when the mess workers have an off day, which of late has happened more regularly than one would believe. In this instance however, I had simply missed lunch having got ready to face the day only by 2:15 pm (the mess closes at 2:00 PM). Hence, I went to Dadu’s and I expected prompt service as I did not expect to be a second late for my 2:30 PM lecture.

Basis for Expectation

In an earlier post, I had decried Dadu’s OPEC-like policy of continuously raising prices. This time however, I feel softened in my stance towards the noble college caterer. His life has always been in XL and he is as much a part of the XL ethos and spirit as the XL professors or all the batches that have come, gone and those that will come.

But away from emotion, I think when one concedes that Dadu provides one with fresh rolls and patties at practically any reasonable time of the day (8 AM to 10 PM) and that too, prompt, personalized food offerings, I think the hankering over price seems out of place. At any rate, my biggest concern here was time, and the seconds were slipping away …

Actual Experience

Dadu greeted me and his assistants immediately took my order for a chicken sandwich and a ‘badaa chai’. He then enquired about my Mumbai home trip and vacation. There was the odd mention of the increase in the spread of swine flu across the nation and the improvement in the rain situation in most states, except Jharkhand, where the sun continued to beat down, unceasingly and mercilessly … He asked me to sit down and feel comfortable. The chicken sandwich and ‘badaa chai’ soon arrived and I consumed them with relish. While leaving, Dadu, the eternal businessman, asked me to inform the international exchange students of the quality of his wares, and on promising to do, I made my way back to the learning center …

Service Trinity Model

Core Service

o Good quality foodstuffs at convenient prices

o Prompt service and truly ‘fast’ food

Funding Mechanism

o Customer Pays

o Company cuts down on costs as well, since Dadu does not keep chairs or a table or furniture to make ourselves comfortable, hence keeping costs to a minimum

Customer Management System

o Greets customers and also remembers their favorite orders (mine is anything with chicken in it J)

o He gives small amounts of credit to regular customers, which is useful, if you’re looking for a quick snack between lectures and forgot to take your wallet with you, as I often do!

Employee Management System

o He pays his loyal employees reasonable wages, I think, since not much employee turnover (the same faces again and again) – of course, some are his family members

o He encourages his employees and uses basic motivation by making each handle a specific role – one only makes the rolls, one the sandwiches, one the coffee, etc.

Tangibility vs People/Possessions


People

Possessions

Tangible Acts

Dadu’s

Intangible Acts


Separability vs Core service/Delivery



Core

Delivery

Separable

Dadu’s

Inseparable


The Service Process Matrix


Degree of Interaction and Customization

Degree of

labor Intensity

LOW

HIGH

LOW

Service Factory

Dadu’s

Service Shop

HIGH

Mass Service

Professional

Service


Outcome, Interaction and Physical Evidence Quality

· Outcome was good as I got to eat something and in just 10 odd minutes flat.

· Interaction with Dadu and his assistants was pleasant and friendly – always that way and something I will probably miss at some point later on ...

· Physical evidence was not great – the shop looks a bit shabby, but it belies the friendliness and warmth (including the heat, oh for a cooler at Dadu’s) inside.

SERVQUAL Ratings

Dimension

Rating

Remarks

Tangibles

3

The lack of proper seating and poor cooling are the reason for an average rating

Reliability

4

Dadu is considered fairly reliable and of late, his prices have remained stable, leading XLers to stop by in droves

Responsiveness

5

Easily, the biggest selling proposition – prompt service is the cornerstone of Dadu’s service and it seems a sustainable competitive advantage – for most times of the day and year

Assurance

5

The entire service provided by Dadu’s is assured for the most part, be it promptness of delivery or quality of food

Empathy

5

The conversation about my vacation and myriad topics helped me to spend my idle waiting time more interactively and interestingly

[Rating is given on a scale of 1-5; 1=Very Bad, 2=Bad, 3=Neutral, 4=Good and 5=Very Good]

Critical Analysis & Suggestions

· Dadu’s is not the best service provider around, but he’s certainly the best food provider around for quite some distance – and that’s a pretty decent achievement as well! J


Jet Lite is proud to announce the departure of Flight 702 to Mumbai


“Jet Lite is proud to announce the departure of Flight 702 to Mumbai”

Date: 31-August-2009
Time: 9-25 AM to 12-00 PM
Location: Somewhere in the skies along the Kolkata – Mumbai air route

Background

I was heading back to Bombay after an exciting term 4 – and was looking forward to some rest at home. The Jet Lite flight was on time and Bombay was only 155 minutes away … Little did I know how lucky I was – 10 days later, passengers like me felt miles away from their destinations due to the industrial relations dispute that struck the company … There was no doubt, I was lucky J

Prior Expectation

I was expecting to get a quick snack (by paying for it, of course, as is the case for all low-cost carriers) and get some light rest on the Jet Lite flight after a tiring overnight train journey from Jamshedpur to Kolkata.

Basis for Expectation

I knew that the flying experience of Jet Airways was unparalleled based on prior experience. Never can I recall having faced any difficulty or disappointment on board a Jet flight. Indeed, I looking forward to flying by Jet. To me, it still was the best airline carrier, whatever a certain Mr. Mallya may say …

Actual Experience

The flight was a terrific experience. Right at the very start, when the cabin crew went around with water and a freshener, I asked an air hostess for an extra blanket to keep me warmer. The heat of Jamshedpur had obviously left its mark, and I was taking my time getting used to the 21oC in the flight. I ordered a big chicken sandwich and a mixed fruit as soon as the food tray came along after a cursory glance at the menu and prices. The price range was decent, and on consuming the snack, I realized it was more than just value for money as it left me no longer hungry. Also, I finally felt sleep coming onto me. And so, I drifted off to the Land of Nod…. I have had many dreams in my time. Being woken up by a beautiful air hostess out of a dream – in reality – beats most of them! J
When the plane landed, it was a perfect landing, with not the slightest hint of a bump, and the solid concrete of the runway came into view. My luggage was the 3rd piece on the conveyor and thanks to Jet’s efficiency, I was the first one from my flight to get a paid taxi-cab (Bombay taxis can loot outstation travelers, BEWARE! J)

Service Trinity Model

Core Service
o   Safe and punctual flying experience
o   Hospitality on board the flight
Funding Mechanism
o   Customer Pays
o   Company cuts costs by not providing meals on flight but giving customers the option to buy snacks as per their choice (true for all low-cost carriers)
Customer Management System
o   Safety instructions are repeated faithfully on all flights – and safety manuals are also provided to all
o   Customer can ring a bell to get service immediately from the cabin crew
o   Airlines use a random sample of customers to get feedback on the hospitality and flying experience with NetPromoterScore being a component as well
Employee Management System
o   Rigorous procedures for recruitment from flying schools and air hostess academies are followed to screen out unsuitable candidates at entry stage itself
o   Customer feedback on specific members of cabin crew are also taken seriously and may be an input in employee appraisal
o   Merit-based pay and merit-based posting are followed

Tangibility vs People/Possessions

People
Possessions
Tangible Acts
Jet Lite
Intangible Acts

Separability vs Core service/Delivery

Core
Delivery
Separable
Inseparable
Jet Lite

The Service Process Matrix

Degree of Interaction and Customization
Degree of
labor Intensity
LOW
HIGH
LOW
Service Factory
Jet Lite
Service Shop
HIGH
Mass Service
Professional
Service

Outcome, Interaction and Physical Evidence Quality

·         Outcome was perfect as I reached well in time, had my baggage ready for me on the conveyor immediately, and the plane had a perfect 3-point landing as well, with no jerks or sudden stops throughout the flight.
·         Interaction with the cabin crew was good. They were spontaneous in their response, whether it was my request for an extra blanket or requests by parents concerning their little kids.
·         Physical evidence was also very good - the flight was spic and span, the rest rooms well-maintained and of course the air hostesses were also, good-looking!

SERVQUAL Ratings

Dimension
Rating
Remarks
Tangibles
5
The food, the flight interiors and other tangibles left little scope for improvement; great attention to detail was seen.
Reliability
5
Jet Airways has a great reputation and safety record and throughout the flight the calmness of the plane in the air was fantastic
Responsiveness
5
Quick and also found the right solution to each of the problems or requests they faced
Assurance
5
I was always assured of the flight’s safe landing as well as the hospitality of the cabin crew
Empathy
5
The cabin crew were very well-equipped due to extensive training and planning to handle the problems of old people and of parents with little kids
[Rating is given on a scale of 1-5; 1=Very Bad, 2=Bad, 3=Neutral, 4=Good and 5=Very Good]

Critical Analysis & Suggestions

·         Clearly, Jet Airways and Jet Lite can be considered as a ‘Best Practices’ case in Services Marketing and it is indeed a fitting way to end this blog and course. J