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BMK302/03 Services Marketing

Table of Contents
GRAB FOOD.............................................................................................................................................2

GAPS......................................................................................................................................................4

SUGGESTIONS....................................................................................................................................6

References..................................................................................................................................................9
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1.

GRAB FOOD

Grab Food is an online food delivery application that assigns taxis and private cars to commute
to the near location sharing to deliver the food that is ordered through the application. In the last
year, the company faced problems of delivering food to the customers. As the delivery of food
was the new work for the company, it took a big disappointment to the customers as the orders
were canceled at the last moment. As hired as a services control manager, I am evaluating the
gaps that have been made a reason for the canceled order.

Figure 1. Grab Food Company Logo

Ever since the Internet was familiarized to the world, it has steadily advanced into a large stage
for businesspersons and establishments. Now, in many have advanced countries, the most
extensively used method of selling and buying is considered to be the use of the internet provides
stout-the-clock accessibility of numerous product options for clients to choose from. E-
commerce, as a new way of doing business, has ultimately expanded rapidly as sellers now give
consumers the skill to purchase online anywhere and anytime in the world. In many businesses,
from large to small organizations, consumers’ widespread recognition on the internet has
increased chances for the owners of the business. Also, the new online payment arrangement has
done business transactions are easy on web-based facilities with the online delivery of food
services [ CITATION Ilh18 \l 1033 ].
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For many consumers, shopping online is much easier because it aids to save their precious
period. It is considered useless shoppers visit stores to buy the products they want, and also
choose to save their energy and time and expect a convenient shopping facility provided by
businesses. So obedience to customer demand and satisfaction don't need to be very important,
and as such a service quality and satisfaction of customer are undoubtedly two main concepts of
your two common commercial ideas and real-life businesses do.

In today's highly competitive world, the best approach to earning a competitive advantage over
the competitors in the business industry confirms that the company works to create pleased
customers they may want to return with to deliver a high-quality service.

Simply put, customer satisfaction has great business value survival and upholds their resilience
as it is very hard to find new one's customers rather than keeping the old customer satisfied. It
results in that the owner of the business needs to gratify their customers and sometimes it is hard
to maintain the effectiveness of continuing services [ CITATION Cha19 \l 1033 ].

Though, in the relatively new online marketing industry too budding, entrepreneurs have been
experiencing difficulties in keeping the quality of service and a lot of efforts to discover the key
achievement factors for upholding high-quality facility and obtaining the satisfaction of the
customer, online food delivery service providers have not seen any success. Similar to any other
newcomer, online business holders have been in the spotlight dares while working as the practice
is new. Also, online businesses or businesses of food delivery were available failings to reach
their customers due to travel problems.

There are biggest challenges these e-commerce businesses face especially concerns about a late
delivery, little communication with customers, is slow feedback, bulk order load, etc. Other
issues related to consumer acceptance includes easy use of websites, security concerns as well
complex payment methods

In the context of Malaysia, there are many difficulties and challenges the food delivery service
providers are facing. For example, the season of rain in this case the country could pose a major
problem with delivery services of food as the climate and certain national difficulties are likely
to happen while working in Malaysia. Otherwise, unparalleled events such as traffic jams, heavy
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rain, or a heavy load of orders caused difficulties in submitting orders on time [ CITATION Kee20 \l
1033 ].

As business in the online service delivery industry grows steadily a competition where no new
entrants join each day race, the release of satisfaction of the customer with food delivery has to
continue examined. Extensive customer information and service Strong, i.e. service quality, leads
to customer satisfaction.

GAPS
The Grab Food Company have faced the following gaps which were not filled at the time and the
company has faced the worst feedback from the customers:

1. The gap between Production Perception and expectations of the customer

The gap rises when the service provider or management does not properly evaluate customer
needs or wants. It also rises from inadequate communication between managers and employees.
There is an absence of market segregation. This gap happens due to inadequate research in the
market. Instance- food owners may have thought that the customer wants the best taste of the
food, but the consumer is very concerned about the food they offer.

2. The gap Between Management Comprehension and Service Quality Specification

This type of gap rises when service providers or managers may not fully understand customer
needs, but may not set a standard of performance. It can be caused by poor appliance building,
Poor Physical Evidence, New Informal Approach Development Process.

3. Gap between Quality Specification of service and Delivery service

This can arise from the conditions that exist for personnel of service. It may be due to unsuitable
training, inability to work, or refusal to meet the standards of service. It could be due to improper
testing and return schemes. Unemployment is a major cause of this reason. The failure in the
matching of supply and demand can create this gap. There is also control, powerlessness,
understandable and framework. It can be as the restaurant has certain specific food standards but
the staff may not be given instructions which are proper on how to comply with the standards of
the restaurant.
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4. The gap between external communication and service delivery

Consumer expectations are strongly influenced by statements made by company representatives

An example would be a restaurant that prints on its menu that serves 100% Vegetarian Food but
in reality, also serves non-vegetarian food. In this case, consumer expectations are not met.

5. Gap between Informed Service and Expected Service

This gap arises when the customer does not understand the excellence of the service. For
Example, the manager of the restaurant may continue to visit their customer to verify customer
satisfaction and quality, but the customer may understand this as a sign that something is amiss
or something is incorrect with the service delivered by the restaurant staff.[ CITATION lap19 \l 1033
]

6. Flexible Preferences of customers

The main purpose of any food delivery facility would be to increase its share in the market by
providing the best worth to consumers at a lower cost. The players in the food delivery market
have raised the marketing game to a level where consumers are spoiled for choice no matter how
growing the opposition grows. This makes the customer unbalanced and affects the reliability of
the product. In an effort to control customer attraction, catering businesses submit marketing
strategies to raise engagement.

7. Adherence to food quality values

Due to the high request for online orders, distributing food from a restaurant far from the
purchaser's location while upholding the highest value becomes a major challenge for delivery
partners. Differences in the food that is aided on restaurants and the doorstep create an important
gap in which food companies have to work hard to win.

8. Customer Expectations Management

No matter how huge the captured market might be, it is an unsuccessful attempt if industries are
unable to meet the wants of the customers. The aspect of customer satisfaction here is not the
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duty of the delivery companions alone but of those who work from the origin, the employees of
the restaurant. Therefore, it is challenging to seal the gap that occurs among delivery companions
and restaurant owners in order to work together and meet the expectations of customers firmly.

2.

SUGGESTIONS.
The following suggestions are for a company to overcome the gaps the faced:

1. Ensure Clear Communication

Phones order is quite very active but may also appear to be inactive. There is a chance that your
employees will write down incorrect orders, even if the customer has not properly defined their
order. Make sure your employees are properly trained to communicate with customers properly
over the phone. Training them to check the order to make sure there is no difference, politely.
Also, be aware that it offers clear collection options to make it easier for consumers to
comprehend and place their orders.

2. Create a Stellar Online Menu

The online menu which is excellent, easy to read, concise, and conveys all the necessary
information and also with the clear CTA is very important. This online menu can be anywhere,
can be on the site of restaurant, website or the other delivery service providers which are
different. Most of the delivery orders come from online channels like Grab Food. The online
menus help in the increase in the customer’s interest in the food they will order. It is also
important to have a stellar arrival page for the online orders which will force the customers to
click on the “Order now” button.

3. Place an order and follow delivery to the technology

Companies can use technology to their benefit by placing orders on the delivery agents of the
food, and then follow the orders when they have been shipped. With the Grab Food’s Delivery
app, customers can place orders for free passengers. They can track the whole delivery process to
check driver enactment and improve ways. It aids the customer to register delivery time, track
the staff for delivery, and analyze the time which it takes for the orders of delivery. This unit also
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helps to categorize consumers according to their orders and to improve home delivery orders
which are constructed on that data.

4. Provide Good Service

Outstanding service and offering an amazing experience of customer is not restricted to serving
customers. It should also be transferred to the restaurant’s delivery orders. Be aware that food
delivery is hot, hot food delivery makes the customers consider that food that has just been
prepared while delivering hot food gives the look that it may be depleted, parting a negative
influence on consumers. This can be maintained by keeping path of time of delivery and
confirming that orders reaches the customers on time.

The company should remember to prepare the delivery boys with tightly packed bags of food
that keep the hot stuff warm and cool the new stuff on the go. For things like ice cream, drinks
and use dry ice to keep them fresh and frozen.

Packaged food safely in imported automobiles. Care must be taken that the food is not spilled
and spoiled in bowls as loose food will ultimately appear unattractive and alluring to customers.
The company can use a different packing process and use the containers which are non-spill for
orders intended for delivery.

Pay attention to the additives needed, it can be very frustrating for the consumers when ordering
pizza and not getting chili flakes or oregano. The whole ordering experience of the food and
snacks must be simple and satisfying for consumers. Therefore, the company should make sure
that customers are provided with the appropriate condiments, napkins, and the necessary
tableware, and all your instructions.

Caring for this information is not only required when the staff deliver the order but also while
using the drivers who deliver third-party companies. Delivery boards like Swiggy and Zomato
have a system of star ratings. Upholding a high rate will mean that consumers will be able to
order from the company, but to get a good rating, the supplements, and the food must be
flawless, and there should be no problem with spills from the company’s end.

5. Appropriate Address and Client Communication

Many of the orders of delivery are delayed because the preparation takes longer, but also it
happens because of the longer time in delivery. The delivery drivers may find it difficult in
accessing the provided access. This obstacle is small but can be easily controlled by the proper
communication with customers. Calling the customers before placing a delivery order to verify
the address and requesting the appropriate landmarks if the address given is incomplete.

Using CRM software which has the name, contact information, and the address of the customer
to avoid requesting the address each time during the delivery. Providing the delivery boys with
the GPS to help them find the consumer's address as well.

6. Focus on packing

Packing is a serious feature of food delivery that can make or halt a restaurant delivery. Make
sure to pack food properly so that the food is not spilled, and the food is in worthy form.
Importantly, the food should be good to eat as well, as if it was served in the restaurant. The
company can also use good wrapping to build product memory in the restaurant. Make sure the
restaurant's logo and theme are indicated on the packaging.

7. Have a standard delivery process

The release of the delivery partners of the restaurant does not have a meaning that the company
has to compromise on the efficiency of the service of the company. Number or specific delivery
responsibilities should be given to the staff and the drivers. The out-of-service drivers should be
familiar with their area which they cover and making sure that the internal staff knows that
exactly who is in charge of placing the order so that they can keep the order ready to deliver.
This will result in leaving more time for the drivers to math with the contents correctly and any
mistake is avoided. Having a quality restaurant delivery process will help the company simplify
the operations. When it comes to the restaurant's delivery, the time cannot be compromised as it
takes time to deliver or the effectiveness of the arrangements. The people who order food have
the desire to find out food as early as it is possible, and delays in the delivery can make them
hesitate to order from the company in the future. On the other hand, inaccurate orders can
complete the information of the customer.

With the growing technology and the demographics which are changing, the future of delivery at
home is in reality brighter than before. The Grab Food Company has faced a lot of disruption
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because of the gaps that were not filled before the realization of it when the orders were not
fulfilled and they have to cancel all the orders. The above-written gaps clearly show that these
were the reason for the service failure. Hence, the company has to make sure that they provide a
customer a top-notch service even while the food or even grocery is being delivered to the
customers. Hopefully, all the necessary information has been garnered on how to increase the
sales of delivery and which can help in acquiring more profit and increase the number of
customers. [ CITATION Res21 \l 1033 ]
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References
Chai, L. T. (2019). Online food delivery services: making food delivery the new normal. Journal
of Marketing advances and Practices,.

Gyaan, R. (2021). 9 Steps To Improving Your Restaurant Online Food Delivery Sales.

Ilham, R. (2018). Improve quality of e-loyalty in online food delivery services: a case of
Indonesia. Journal of Theoretical and Applied Information Technology.

Keeble, M. A. (2020). Use of online food delivery services to order food prepared away-from-
home and associated sociodemographic characteristics: a cross-sectional, multi-country
analysis. International journal of environmental research and public health,.

lapaas. (2019). Gap Model of Service Quality(5 Gap Model) | Understand your Customer better.

TheRestaurantTimes. (2021). 7 Challenges Faced by Food Delivery Services and How to