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The discussion of the interview in the
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
4.13.4 The discussion of the interview in the
prospect of customers’ feedback The interview has discussed to staffs and management regarding the result of customers’ survey to provide a clear view of the existing gap between customers and service provider. The discussion was conducted based on the gaps result of the survey question which presents that customer s’ expectation 69 was higher than what they perceived. The collection outcomes from customers’ feedbacks were important to understand the customers’ expectations and perception and how could these feedbacks and reclamations from the customers to define the bottlenecks and weak points of the performance of service quality and bring a new idea to top management. The data collected by customers was utilized from estimat ing the customers’ satisfaction with the provided services from Shahrazad restaurant. The customers shown their satisfaction with the appearance of physical facilities of the restaurant and they were satisfied with neatness, equipment, furniture, decorate, menu layout. Meanwhile, they responded negatively with the personnel’ appearance which was justified from the staffs’ interviews that the management was fewer concerned with the aesthetic appeal and the elegant of its staffs such as uniforms of waiters and waitresses. The results of the customers’ experience according to the speed of delivery services were considering under substandard to perform prompt services, where the interview with staffs confirmed that the reason for issues were overlapping duties and ineffective multitasking among the waiters and kitchen staffs throughout the rush hours. Despite the fact, the management has supported with tools and modern equipment for promptly serve food to consumers. The customers’ satisfaction standard was rated in low for the reliable and responsiveness dimensions in a philosophy of employees’ skills and knowledge to inspire customer’ confidence and ability to perform the promised service. The management thinks these concerns of customers might consequence of the poor communication between customers and staffs. In addition, the customers felt the external communication of the company has raised their initial expectations when the advertising message did not match with products. Hence, the management thought that direct communication with its customers through the Facebook platform which targets to promote the new and variety of products has ignored to inform customers with the price of products. This was obviously concluded for the external marketing and overpromises, which shows 70 the customers ’ valuation of the product price (foods and drinks) are expensive in mindful of the customers’ experiences. The restaurant staffs and management claimed that they have been committing a high level of service quality to their customers. However, the outcomes from the customers ’ survey indicate that most of the customers are dissatisfied with existing provided services in four of a total of five attributes in SERVQUAL. These negative experiences of the quality specification of customers are definitely linked to the gap between management perception of customer ’ expectation – customer-driven service design and standards. This gap could be derived from many implications: Firstly, planning mistakes or insufficient planning procedures. Secondly, the physical environment or tangible service fails to meet customer and employees needs and inadequate maintenance and updating for tangible service. Finally, the absences of formal process management for setting service quality goal and customer requirement Download 1.33 Mb. Do'stlaringiz bilan baham: |
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