Subway Business Model

1.0 Introduction

Services are the process or the performance that are offered by one person to another. Services play an important role in meeting the satisfaction of the customers (Fitzsimmons, 2011). Subway is one of the fast food restaurants which produce healthy sandwiches. This report will indicate the distinctive characteristic of services, service blueprint of Subway, servicescape of Subway, service encounter, service gap model, strategic positioning of Subway using the dimension of complexity and divergence, and the improvement in the delivery service using technology.

2.0 Distinctive characteristic of service

Distinction of services is made between resources and input. Cunsumers are the input whereas the facilitating goods and employee

The purpose of service encounter is to identify the consumer’s satisfaction and loyalty as well as the service firm’s delivery process. The first impression of the consumer towards the organisation is based on the first interaction with the organisation (Dzama, 2013). There is a triangle service encounter triad which can be described as the relationship between the three parties, the customer, the contact personnel and service organization. Culture is the pattern of custom and the behaviour that is shared by the organisation. (Fitzsimmons,2011). The cultures of Subway are to be diversity and inspiring in terms of healthy and active lifestyles (Subway,2014). From the aspect of contact personnel, Subway will organize selection process to choose the right contact personnel such as abstract questioning and role playing. Other than that, providing training for the contact personnel is crucial in order to enhance their communication skills with customers and their ability to solve problem. Subway’s consumers behave in a good manner. They provide quick response of what ingredients they prefer for their sandwiches and prepare the cash

The first gap is the gap between the service providers’ perception and the consumers’ expectation. Consumers’ expectations come from advertisements, the brand image of the organization and their past experiences. This gap occurs due to the service provider has lack of perceptive about the consumers’ wants and needs. The second service gap is the gap between management perception and the standard level of the service quality. This gap will result when the service provider is unable to meet the customers’ wants and needs with the specific target standard level of service quality. The gap between the service delivery and the service quality specification is the next gap. This may occur when there is a poor training of the workers, lack of teamwork, and the unwillingness of the workers to meet the standard performance that has set by the management. Another gap is the gap between external communication and the service delivery. Normally, media advertisement will influence the customers’ expectation and they will usually rely on the external communication in order to set their expectation. Therefore, the delivery of service that does not fulfil the customers’ expectation will cause the gap. The fifth gap is the gap between the experience service and the consumer’s expectation. This will happen when the consumer has