This report is to identify and examine the issues of service quality throughout restaurant industry. Personal survey was carried out in Hong Kong to collect positive and negative expediencies in restaurant. The personal survey categorised into five groups: staff, information, process, food quality and availability. The result will show a range of satisfiers and dissatisfies relating to the experiences in restaurant.
Nowadays, many customers are more demanding on service quality in service industry such as hospitality and tourism. Since 1880s the service quality was began toward to the worldwide trend, many restaurant companies realised that a quality of food, in itself, is not guaranteed to maintain competitive advantage (Van der wal et al, 2002). The purpose of service quality is to delivery of excellent or superior service relative to customer expectation which is recognised as a multi dimensional construct (Zeithaml and Bitner, 1996). Service quality improvements will lead to customer satisfaction and cost management that result in improved profits (Steveson, 2002). Especially for customer service has major impact in service quality, customer service has become a unique component of both product and service sectors as well as the developments in information technology many businesses found that customer are being more demanding and knowledgeable. Not only has that, according to Moore (1987) shown that many researchers had recognised that service quality could gain competitive advantages for company. Therefore, many companies are increasing attention to improve their service quality (Ghobadian et al, 1994).
This report will investigate the levels of service quality in restaurants. It will examine the importance of service satisfaction and meeting customer expectations and studying the SERVQUAL model and the total quality management model. For the purpose of this study, the service quality in restaurants includes staff, decoration and layout, location, menu and information, food quality, hygiene and food process. Customer experiences in restaurant will be assessed by identifying the experience of satisfaction or dissatisfaction by using the Critical Incident Technique (CIT).
Furthermore, customer to customer experiences is getting more important in todays experience economy, in order make customers are staging memorable, special, and above and beyond service experiences plays an important role. These customer to customer experiences will help company gain a competitive advantage in the competitive service industry.
There are many methods and models of evaluating service quality. SERVQUAL is a model that provides a technique for measuring and managing service quality, this has
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