In the current world there are so many service provider companies. These companies have a great similarity to the theatre in the way they execute their services. The quality and manner in which the service is provided to the customer is very important.
To ensure customers are satisfied with the services provided, there is a need to ensure that there is uniformity across all the branches of the institution or company. The direct correspondence of the services of a service provider with those of a theatre makes it easier to compare the relationship between them and express the service provider services in theatrical terms (Michelli, 2007).
Service as Theatre at Starbucks
In the analysis of the service provider institutions and company, it is possible to use the theatre services as reference. This is usually helpful for making critical analyses. In this case, both front and back stage and all activities included in the performance taking into account the participants are useful in the analysis.
Service providers are usually very keen on the satisfaction their customers receive from the services they provide to them. This requires perfection in all the aspects in service provision.
This is the belief that the chairman of Starbucks has concerning what a coffee place ought to be; to him it is not just the drink but every detail mattered. The place where the cup of coffee is consumed has to be attractive.
The chairman claimed that having many Starbucks outlets close to each other would increase competition among them and this makes them increase the quality of their services making it possible for the outlet to offer services beyond the coffee.
Unity in Diversity at Starbucks
The various services provided may differ from each other. Some services have direct interaction between the service provider and the customer while others do not have the direct contact. The aspects of theatre are found in all but is more evident in service provision involving direct interaction.
To ensure uniformity, all the branches of an institution should be the same with minor differences depending on the customers. For example despite Starbuck having many branches all over the world, all these branches share many things in common and the differences that might prevail may be due to the location and customer’s culture.
Such differences come up when an outlet wishes to identify more with the local regions, for instance the “Sydney Starbucks have paintings by local artists” (Ground Control 3).
Creating a Customer Experience
In the past years, the marketing mix was not efficient in analyzing crucial aspects encountered in the marketing of services. Due to these challenges, modern marketing mix has incorporated some new aspects. All the participants in the process of execution should be managed very well. This ensures good coordination between them and provision of up-to standard services.
The theatrical constituents applicable in the comparison with the service provision includes; actors who are compared to the service personnel, the audience who are compared to the customers, the setting which is compared to the venue and the service performance which is compared to the actions influencing the customer’s experience.
Different combinations of these aspects give different results in the service industry; “Starbucks realized it is not so hard to make a cup of coffee. The challenge is to get the whole experience right” (Ground Control 4). Each aspect participant should be equipped with the necessary skills which can be attained through proper training.
For example Starbuck usually ensures that their staff goes through training to equip them with the necessary skills, ensure the customers are fully satisfied, the venue is well prepared and the services offered are as expected. This is due to the fact that the overall success of the service provider is not dependent on one aspect but on the combination of all (Ground Control, 2003).
Identifying with Local Regions
People differ in their preferences and how they usually like their issues handled. This thus brings the necessity of presentation of various services differently depending on the customer’s preferences. Services may be provided by people, machinery or both. People may also differ in tastes and economic strength but all of them should get the services offered to their satisfaction.
Schultz claimed that at Starbucks “we are not in the coffee business serving people; we are the people business serving coffee” (Ground Control 5). For example, Starbuck provides their customers with different coffee according to their economic strength and tastes.
The colours and music presented to the customers is mainly based on their tastes. This has been very useful in making sure that their customers are fully satisfied (Grove, Fisk and John, n.d.).
Conclusion
In conclusion, it has been observed that the service provision by the service provider institution can be analyzed in respect to the services provided in a theatre. This allows critical evaluation of each aspect which when applied in a company results in improvements and development. This is evident in the analysis of the operations of Starbuck Company.
References
Ground Control. (2003) Ground Control. [Online] WWW.theage.com
Grove, S., Fisk, R and John. (n.d.). Service as theatre: Guidelines and Implications. Service Marketing. pdf
Michelli, J. (2007) The Starbucks experience: 5 principles for turning ordinary into extraordinary. New York: McGraw-Hill Professional.