Page 125 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes Competitive Data

Accuracy of Order
Back orders

Parts Availability
Exceptions to Procedures
Violations of Regulatory Codes
Examples of Soft Service Standards are:
Safety

Convenience
Cleanliness
Availability

Consistency
Hospitality
Credibility
Waiting Time, Transaction Time
Accuracy of Transaction

Friendly Personnel
Knowledgeable Personnel
Helpful Personnel

Costs
Value Received

Case Study Case: The Body Shop and Marketing

he Body Shop recorded rapid growth during the 1970s and 1980s. However, its founder,
TAnita Roddick had publicly dismissed the role of marketing. It is well-known that she
publicly ridiculed marketing for putting the interests of shareholders before the needs of
society. She also held in similar low esteem the financial community that she referred to
as “merchant wankers.” While things were going very favorably, nobody seemed to
mind her sceptical approach. After all, it was possible that she had actually found a new
way of doing business, and the results so far stood to prove it. But how even such a famous
and admired person as Anita Roddick could manage indefinitely without consulting the
fundamental principles of marketing, wondered marketing experts and others. By the end
of the 1990s, The Body Shop was experiencing bad times and the sceptics among the
marketing and financial field were quick to point out the folly of its founder’s apparently
idiosyncratic ways.
From a high in 1992, The Body Shop shares dropped to a low witnessed at the start of 2003,
despite the market index rising over that period. Profit remained similarly depressed,
Contd...

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