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Communications and organizational culture
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
4.13.2 Communications and organizational culture
The interviews carried out with the staffs and management based on the opinions of interviewees about internal communication (staffs and management) and external communication (staffs and management with external customers). The respondents believe that communications skills and management are responsible to reduce the gap betwe en company’s objectives, and goal alignment with employees to improve the performance of service. In addition, the respondents think that openness of the communication management impact directly on customer satisfaction and it contributes to receiving the customers’ feedback more effectively which could easily deliver service that meets their needs and close the gaps between customers and company. The interviewees claimed that the role of internal communication between top management and employees should be clear and transparent, where is possible to ensure the flow information between company objectives and its 66 employees by coordinate the internal marketing services efficient (tasks assigned, employees duties) with external marketing strategies. The result information from the staffs’ opinions suggested that the internal communication of th e company’ commitment should have expanded the responsibilities and authorities to its employees through make decision, goal alignment, and share thoughts with senior management. In addition, the respondents think the importance of the information flow between staffs and management through let the staffs know all details and issues related to the restaurant and engagement to solve it so that ensure to improve work performance promptly. The respondents of the staff highlight that corporation committed a rigid hierarchy and inflexible rules and procedures with its staff which had the direct effect on conveniently and open communication between employees and customers. The staffs felt the difficulties of interact ing with customers’ needs in the way of solving the custome r’s problems spontaneously, due to the significant role of the supervisor who responsible for the customers’ requirement. This kind of service management could create the gap 1 between management perceptions – customer expectations, when the company’s perceptions fail to understand what customers actually need due to insufficient communication between contact employees and top management, (Wilson, et al., 2012, 98). The interview with the management of the Shahrazad Oy has shown that the manager or supervisor has a strong authority to interfere with its staffs when the important concerns of customers arise. The manager has justified that due to the lack of the Finnish language competence of the frontline-line employees (waiters) to grasp the specific needs of customers, thus the manager claimed to oblige to interferes with the conversation when waiters are disabled to understand what customers complain or need. The interview with the management has also covered the direct feedback and specification from the explicit customer expectations. The management 67 admitted that insufficient external communications are the result from what customers complain regarding firm’ advertising and products promise, this consequence of creating the gap (4) which concerns with external communications to customers -service delivery. It is a discrepancy between what the firm communicates and what it actually delivers to its customers (Wilson, et al., 2012, 102). The interview conclusion from m anagement’ prospects demonstrated that the company has been using ineffective marketing channels (social media) with external customers. All advertising campaigns or promotion of new products or events are launched mainly on Facebook site which seems that is an insufficient way to update customers with sufficient information since the most of the customers were fewer participating of the social media platform of the restaurant (Shahrazad Facebook page). Download 1.33 Mb. Do'stlaringiz bilan baham: |
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