...RMIT International University Vietnam Bachelor of Commerce Program Assignment Cover Page SERVICE AUDIT REPORT SERVICE AUDIT REPORT Executive summary This report will provide analysis about Lygon’s service and also recommendations to solves limitations and weakness of that service through apply theory and knowledge of service quality courses. In the first part, background information about Lygon service is presented. Lygon café is a restaurant established in 2004 at RMIT Vietnam in Ho Chi Minh City. It provides eating experience for customers includes RMIT’s staff, teachers and also students. It face to four competitors located at RMIT VN involve Highland Coffee, Bobby Café, Global Café and Shabu Sushi. The average revenue is above VND 100 million in month and decrease on Tet or semester break. Similar to Shabu Sushi, Lygon stays on high performance and price on positioning map. In the second part, through blueprint chart, processes will be displays clearly to help reader more understand. Then, based on this chart, failing and waiting point will be analyzed to find way to solve by using poka-yoke. Next, analyze current strategies Lygon uses to manage capacity and demand. Also, some limitations exist in those areas. The main problem is that capacity excess demand because Lygon does not provide effective promotion to attract customer buy more. Moving to look at how Russell's model, the restaurant tries to create relaxing feeling to customer though less features, greener...
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...A Conceptual Model of Service Quality and Its Implications for Future Research Author(s): A. Parasuraman, Valarie A. Zeithaml and Leonard L. Berry Source: Journal of Marketing, Vol. 49, No. 4 (Autumn, 1985), pp. 41-50 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251430 . Accessed: 07/11/2014 07:27 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. . American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing. http://www.jstor.org This content downloaded from 202.175.6.45 on Fri, 7 Nov 2014 07:27:25 AM All use subject to JSTOR Terms and Conditions A. Parasuraman,Valarie A. Zeithaml, & Leonard L. Berry A Model of Service Conceptual Its Quality and Implications for Future Research The attainment of quality in products and services has become a pivotal concern of the 1980s. While quality in tangible goods has been described and measured by marketers, quality in services is largely undefined and unresearched...
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...bite. With the hectic lifestyle nowadays, it is no surprise that more people tend to eating-out in fast food restaurants. Thus, fast food restaurants are competing among each other, advertising their brands in order to attract customers. As the customers now have a huge range of fast food patterns and restaurants to choose, local fast food restaurants have to be sensitive in current demand and be innovative to ensure they meet their customer satisfaction. This research will focus only on service quality as a factor influencing customer’s satisfactions. The aim is to do an investigation about the service quality and customer satisfaction at A&W restaurant, Seksyen 7, Shah Alam. Using 5 SERVQUAL instruments, questionnaires will be designed and distributed to respondents. The findings will create awareness of service quality and customer satisfaction, thus help to develop future marketing strategy. 1.0 Introduction 1.1 Fast Food Industry The fast food industry is also known as Quick Service Restaurants (QSR). As its name suggests, fast food is any food that can be prepared and served within a short span of time. That being said, the concept encompasses all those restaurants and stores which sell or serve preheated or precooked food items to its customers (www.buzzle.com/articles/fast-food-industry.html) According to Bender and Bender (2001), fast food is a general term used for a limited menu of foods that lend themselves to production line techniques and that are typically...
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...Service Quality Service quality is a term which describes a comparison of expectations with performance. A business with high service quality will meet customer needs whilst remaining economically competitive. Improved service quality may increase economic competitiveness. This aim may be achieved by understanding and improving operational processes; identifying problems quickly and systematically; establishing valid and reliable service performance measures and measuring customer satisfaction and other performance outcomes. Definition Service quality is a business administration term used to describe achievement in service.It reflects both objective and subjective aspects of service. The accurate measurement of an objective aspect of customer service requires the use of carefully predefined criteria. The measurement of subjective aspects of customer service depends on the conformity of the expected benefit with the perceived result. This in turns depends upon the customer's imagination of the service they might receive and the service provider's talent to present this imagined service. Pre-defined objective criteria may be unattainable in practice, in which case, the best possible achievable result becomes the ideal. The objective ideal may still be poor, in subjective terms. Service quality can be related to service potential (for example, worker's qualifications); service process (for example, the quickness of service) and service result (customer satisfaction)...
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...Service Quality Introduction During the past ten years I have devoted my time primarily to the field of quality in services, mainly as a researcher but also as a consultant. In order to understand how to manage and improve quality in service companies, we must first understand the partly unique characteristics and production logic of services. Therefore, I will begin by discussing the quality concept and the logic of service production, then go on to consider the quality concept in a service context and end with 13 propositions on quality improvement. I will also mention some trends in service quality. This study is based on recent research on and experiences from leading service companies. One important source is my research report “Service development with built‐in quality” (1996, in Swedish). Service ‐ a customer result The International Standardization Organization (ISO) defines a service as a part of the total production concept. A product is the result of a production process. To produce means to create added value, that is to say ‐ the created value is larger than the sum of resources expended during the production process. This added valued is continuously assessed in a market economy, and customer choices play a key role. Services are often “invisible” and thus difficult for the supplier to explain and for the customer to assess. This places special demands on marketing to prevent wrong, often excessive expectations of the market. The expectations which are created...
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... Introduction Pg2 Part I Pg 2 Service encounters, service relationship and level of customer contact. The framework of evaluation of services encounter Part II Pg4 Customer expectations and customer emotions in the services encounters Customer Satisfaction and Service Quality The rate of service quality, Service failure and service recovery Part III Pg5 Recommendation: Service gaps model 8 Conclusion. Part IV Pg6 Reference List. Appendices INTRODUCTION. The purpose of this report is to critically and thoroughly evaluate five (5) service encounters from five (5) different industries. This evaluation will largely be in term of the service quality marketing theory. It consist of the relationship between service quality and customer satisfaction, then finding the gap and reasons for the pointed gaps, and why customer expectations and emotions are vital to service provider and finally the recommendation for further improvements in customer satisfaction maximization. Part I. Customer satisfaction is the utility a customer derive from consumption of a given service. Nevertheless (Giese and Cote) customer satisfaction covers three (3) vital elements which are (1) Summary affective responsive that varies in intensity. (2) Satisfaction focus around product/service choice, purchase and consumption and (3) Time of determination which...
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...Table of content Case summary 3 Quality at book stores 4 Quality problems of the stores 5 Parato Analysis 6 Book stores costs of poor quality 8 Reasons for doing the Survey the way it was done 9 Programs to improve quality 11 Obstacles to hinder the changes at the book stores and quality improvement 13 Benefits can be obtained from quality improvement programs 14 Case summary Tech is a major state university which owns 2 book stores one on campus and one off campus at a nearby mall. Both stores sell school supplies, text books, school apparels and gifts and both the stores have customers inside as well as outside the university. With the aim of providing employment opportunities to the university students there is a long standing policy of hiring tech students as part time employees. Although sales and profits of off campus store have been satisfactory and steady over past years there has been some incidents which can affect the quality of the service they provide. Therefore the executive director, Mr. Watson has taken some actions in finding the problems and the reasons behind. Survey results have shown that there are some issues regarding the quality of the service of off campus book store and following are survey findings, critical evaluation and some recommendations for improvements… Quality at book stores Book stores fall under the category of retailers as they buy books and other stationary materials and sell them to end...
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...Service Quality: The Future of the Services Industry “Why is quality such an important issue in the marketing of services? Why is quality more difficult to manage in service industries than it is in the case of physical goods? Use examples to support your answer.” The concept of service quality is a relatively new construct in the marketing discipline which first emerged in the 1980’s when organisations began to consider quality not only in the already established manufacturing sector but in the rapidly evolving service industries sector also. Specifically defined service quality is a subjective experience which results from ‘an evaluation process in which the customer compares their perceptions of service with their expectations’ (McColl-Kennedy 2003). In the late 1990s and early part of the 21st century service organisations began to realise the importance of service quality and strived to narrow the gap between the customers perceptions of service and their expectations in order to deliver a quality service that linked to customer satisfaction, retention and patronage. This relisation that service quality was an important source of competitive advantage and long-term profitability for service organisation’s advocated the paradigm shift in marketing from a focus on manufacturing quality to incorporate service quality also. Moreover the modern day services firm strives to deliver a quality service on a routine basis, however due to the uncontrollable and unpredictable...
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...icedTHE SERVICE EXPERIENCE AS THEATER Stephen J. Grove, Clemson University Raymond P. Fisk, University of Central Florida INTRODUCTION Services marketing play a major role in the economies of the United States and the entire world, this has been indicated by the increased interest in the etiquette of how most people are taking it up, the past decade reflects a growing appreciation of the part they play in the frugalities. Lovelock 1991, states that services are said to be approximately amounting to seventy per-cent of the Gross National Product of the United States and the world, and supporting the same notion is Bateson 1989 who indicates that three quarters of those employed in some countries labour in service sector occupations Berry 1980, Sasser 1976, Zeithaml, and Parasuraman 1985 have given significant attention to how the marketing of services is distinguishing from the marketing of goods. The simultaneity of production and consumption of the service product is one key characteristic that differentiates services marketing, according to the above mentioned scholars and researchers. They noted that services exist only in the time in which they are rendered and they cannot be disassembled. Essentially, services are fashioned from the interaction between service providers and customers and, as such, service quality is comprised of both process and outcome dimensions. These various aspects of service delivery underscore the notion that services are complex, behavioural...
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...Science and Education Service Quality Management in Hotel Industry: A Conceptual Framework for Food and Beverage Departments Ala`a Nimer AbuKhalifeh1 & Ahmad Puad Mat Som1 1 School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia Correspondence: Ala`a Nimer AbuKhalifeh, School of Housing, Building and Planning, Universiti Sains Malaysia, Penang, Malaysia. Tel: 60-4-653-3741. E-mail: ana11_hbp046@student.usm.my Received: March 8, 2012 Accepted: May 15, 2012 Online Published: July 16, 2012 doi:10.5539/ijbm.v7n14p135 Abstract URL: http://dx.doi.org/10.5539/ijbm.v7n14p135 Service quality has been an important subject of research involving food and beverage (F&B) departments of hotels. Despite a substantial number of studies on service quality, the reasons why guests revisit a hotel and why a high-quality service from the F&B department is needed have remained unanswered. This paper aims to review existing literature on service quality management in the F&B departments of hotels, its process, and the effective service quality management framework. This paper discusses famous models, and explains Parasuraman’s dimensional framework of service quality management in the area of F&B and its application to the hotel industry. The conceptual paper suggests application of the dimensional model in the F&B department and encourages hotels to improve its management to better satisfy their guests. Keywords: service quality, hotel industry, parasuraman...
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...Service Quality Surveys Many organizations struggle with measuring service quality appropriately. The most popular survey form is based on five dimensions that are “consistently ranked by customers to be most important for service quality, regardless of service industry” (Qualtrics, 2015, para. 1). The dimensions are tangibles, reliability, responsiveness, assurance, and empathy. These dimensions are utilized to measure the gap between customer expectations and the perception of actual service delivery. This method of measurement, when used effectively, can benefit any company in many ways. This measurement tool is called SERVQUAL. Unfortunately, the effectiveness of service quality surveys are only utilized to their fullest when developing a consistent and ongoing information system that identifies consumers’ points of view, experiences, and feedback from many different points in time. This creates better understanding, a clearer vision, and more informed decision-making, furthering adequate recovery processes. SERVQUAL SERVQUAL is a 22/22-item scale that measures five factors of service quality: reliability, responsiveness, assurance, empathy, and tangibles. This diagnostic tool determines the service quality strengths and weaknesses of an organization. There are two parts to the SERVQUAL measurement tool, hence the “22/22”: 22 questions that ask for expectations, and 22 questions that gauge perceptions. The gap score is created when the average expectation score...
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...Place (Distributing services) The service channel During the distributing process, service is literally delivered nothing. Along with experiences, performances and solutions can not be physically delivered as well. So there is, more non-physical channels begin popular. When distributing services, the built channels should get customers’ interest in buying services, let customers know how to use the service and set up local sites which can physically meet customers’ needs and wants. At the same time, convenience of physical location and operational schedule are also important for customers when the service is being presented, that is why we should create an interaction between customer and service organisation through electronic and non-electronic ways. For providing customers a more convenient service, we will operate both online platform for technology savvy customers and set up physical service stores for customer who tend to use impersonal and self-service channels. Describe and justify the brick and mortar channels Choosing physical store location is important. It reflects customers’ needs, expectations and the nature of service operation. A better store location can be an competitive advantage, so we set up some accessible mini stores such as automated kiosk and self-service machine as well as some service points which are close to customers live or work. For kiosk and self-service machine, detailed information and instructions will be easily displayed...
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...The Importance of quality customer service Chosen Organisation Customer service is of high importance for Sky. Because of Sky’s extremely large customer base which is well over 11 million people in Ireland and the UK, Sky have to employ companies that will provide high level of customer service which complies with Sky’s company policies and terms. Good customer service to Sky is the lifeline of the company. They try to provide world class customer service, this includes a 24 hour 365 days a year customer service operation. Sky have also opened a brand new customer service operation in Dublin employing over 300 people that is dedicated to providing high quality customer service to its Irish customers only. They did this because they found that Irish customers were expressing their anger because of the lack of understanding of Sky’s foreign customer service and that it was taking too long over the phone to solve problems. This came at a cost to the customer financially and because some customers cancelled it came at a cost to Sky also 5-6% per annum,(6% is equal to approximately £54 million turnover per year) so they took steps to provide its Irish customers with the customer service that they expected. Voluntary In other organisations customer service is of great importance. Voluntary organisations such as charities, community centres, playgrounds and family resource centres all have to provide quality customer service in order to operate. Their customers need...
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...Providing Quality Service Strayer University Quality Service Assurance HTM150 Dr. Cecily Anthony August 23, 2014 In the hospitality world quality service is the key difference between good, bad, and indifferent hospitality companies. When you have good customer service people will come back, bad customer service will drive people away and keep the company from attracting new guests. What a company can do is devise a guest strategy that gets the guests involved (Lewis, 2004). Some ways that the guest can be involved in hospitality are: consultant or source of expertise and quality information, marketer, part of the environment for other guests, co-producers of the experience, or as a manager of the service providers and system. Some of these sound absurd but they are very prevalent in the hospitality industry (Lewis, 2004). GUESTS AS UNPAID CONSULTANTS Many organizations will use different ways to get feedback from the guests, such as guest cards to get the guests likes and dislikes. When this happens the guest becomes an unpaid consultant and even act as quality control inspectors. As the input from the guests as to their experience becomes part of information that managers will use to make changes to the delivery system, environment, and the service product, that makes the guests consultants as the give important feedback to company (Ford, Strurman, & Cherrill, 2012). This strategy is not new as many originations use feedback from their customers to help make...
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...Impact of Service Quality on Customer Satisfaction: Evidence from the Restaurant Industry in Pakistan Ubedullah Amjad Ali Shaikh, International Islamic University, Islamabad, Pakistan ABSTRACT The purpose of this study is to contribute to the literature of service quality importance in restaurant industry. The study has been based upon the Servqual technique and Dineserv tool of improving the quality by the service providing organizations. The study is undertaken from the perspective of Pakistani Restaurant Industry and the customers' perceptions vis-à-vis restaurant dining. Two variables of Servqual, i.e. Tangibles and Responsiveness, have been examined to demonstrate the impact of service quality on the industry. The results endorse the importance of enhanced complementary service standards in restaurant industry. Ultimately, the findings provide an insight for the Pakistani restaurant service providing establishments and suggestion have been made for the caretakers of the industry on ways to improve service quality. INTRODUCTION The restaurant industry has evolved over the past few decades from merely a meals providing facility to an augmented combination of service associated features. These features are emphasized to satisfy the complementary needs of its customers. This notion of satisfaction is mainly attributed to the quality of service. Hence a lot of probing has been going on for the past few decades to rationalize and prove a direct relationship between the...
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