Service Quality

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What is Service Quality

• According to you ?

• According to your “boss”

• According to your guests?

What is Service Quality

• Service Quality is to delight your guests and creating

fantastic memories by giving a service to fit expectations,

wishes and situation of the guests with the primary process

as perfect as possible - given the limits set by the

company.

according to the CrazyWaiter

R A T E R• Reliability: ability to perform the promised service dependably and accurately

• Assurance: a combination of the following • Competence - having the requisite skills and knowledge • Courtesy - politeness, respect, consideration and friendliness of contact staff • Credibility - trustworthiness, believability and honesty of staff • Security - freedom from danger, risk or doubt

• Tangibles: physical facilities, equipment, and appearance of personnel

• Empathy: a combination of the following: • Access (physical and social) - approachability and ease of contact • Communication - keeping customers informed in a language they understand and really listening to them • Understanding the customer - making the effort to get to know customers and their specific needs

• Responsiveness: willingness to help customers and provide prompt service

Reliability ranks first with restaurant consumers, and then tangibles, assurance, responsiveness, and empathy.

DINESERVE

• Derived from ServQual

• 29 items

• Judged / measured on a 7 points scale (Likert-scale)

Stevens, Knutson and Patton (1995)

Dimension 1. Tangibles

• The restaurant has a visually attractive parking area and building exterior

• The restaurant has a visually attractive dining area

• The restaurant has staff members who are clean, neat, and appropriately dressed

• The restaurant has a decor in keeping with its image and price range

• The restaurant has a menu that is easily readable

• The restaurant has a visually attractive menu that reflects the restaurant’s image

• The restaurant has a dining area that is comfortable and easy to move around in

• The restaurant has rest rooms that are thoroughly clean

• The restaurant has dining areas that are thoroughly clean

• The restaurant has comfortable seats in the dining room

Dimension 2. Reliability

• The restaurant serves you in the time promised

• The restaurant quickly corrects anything that is wrong

• The restaurant is dependable and consistent

• The restaurant provides an accurate guest check

• The restaurant serves your food exactly as you ordered it

Dimension 3. Responsiveness

• The restaurant during busy times has employees shift to help each other maintain speed and quality of service

• The restaurant provides prompt and quick service

• The restaurant gives extra effort to handle your special requests

Dimension 4. Assurance

• The restaurant has employees who can answer your questions completely

• The restaurant makes you feel comfortable and confident in your dealings with them

• The restaurant has personnel who are both able and willing to give you information about menu items, their ingredients, and methods of preparation

• The restaurant makes you feel personally safe

• The restaurant has personnel who seem well trained, competent, and experienced

• The restaurant seems to give employees support so that they can do their jobs well

Dimension 5. Empathy

• The restaurant has employees who are sensitive to your individual needs and wants, rather than always relying on policies and procedures

• The restaurant makes you feel special

• The restaurant anticipates your individual needs and wants

• The restaurant has employees who are sympathetic and reassuring if something goes wrong

• The restaurant seems to have the customer’s best interests at heart

Some models

CLIENT COMPANY

CO

NC

EPT

REA

LITY

EXPECTED QUALITY

DEFINED QUALITY

REALIZEDQUALITY

PERCEIVED QUALITY

Quality Square

“Carré de la Qualité”, source unknown

ServQual

Zeithaml et al (1990)

Gap 1: between consumer expectation and management perception

This gap arises when the management does not correctly perceive what the customers want

• Insufficient marketing research

• Poorly interpreted information about the audience's expectations

• Research not focused on demand quality

• Too many layers between the front line personnel and the top level management

Gap 2: between management perception and service quality specification

Although the management might correctly perceive what the customer wants, they may not set an appropriate performance standard.

• Insufficient planning procedures

• Lack of management commitment

• Unclear or ambiguous service design

• Unsystematic new service development process

Gap 3: between service quality specification and service delivery

This gap may arise through service personnel being poorly trained, incapable or unwilling to meet the set service standard.

• Deficiencies in human resource policies such as ineffective recruitment, role ambiguity, role conflict, improper evaluation and compensation system

• Ineffective internal marketing

• Failure to match demand and supply

• Lack of proper customer education and training

• Lack of motivation

Gap 4: between service delivery and external communication

Consumer expectations are highly influenced by statements made by company representatives and advertisements. The gap arises when these assumed expectations are not fulfilled at the time of delivery of the service.

• Over-promising in external communication campaign

• Failure to manage customer expectations

• Failure to perform according to specifications

Gap 5: between expected service and experienced service• This gap arises when the consumer misinterprets the service quality.

For example, a waiter back checks a table every course while the guest thinks it’s too much

CrazyWaiter’s Service Pyramide

Service Quality <> Customer satisfaction

Customer satisfaction <> Loyalty

Service quality -> Good experience -> Good memories

Wow Factor! Service Excellence !

Exceeding expectations

But we want more :

A lot of gaps is due to management errorsbut you are the end of the chain :

THE STRONGEST LINKin Service Quality is

YOU

The role of “just a waiter” for Service Quality

• Communicate with the management about guest wishes/expectations andsystem errors

• Find everything something you and the team could do better

• Improve knowledge about the products you sell

• Improve your skills

• Unexpected Acts of Service

• Teamwork, help eachother and accept help

• Be a nice, genuine, sincere waiter

And the most important thing?

Having fun in the work you doand passion for the guest !

Some inspiration

Questions ?

Contact / feedback

http://www.crazywaiter.com

http://www.twitter.com/crazy_waiter

http://www.pinterest.com/crazywaiter/