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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
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Frequency Percent Yes 41 80,4 No 10 19,6 Total 51 100,0 Figure 17 . Customers’ views of overall service quality (N=51). Table 11 illustrates the number of customers who responded with (No) answer is accounted for 10 respondents from a total of 51 participants. The two customers of this group have not provided with specific details (opinions or feedback) according to their dissatisfied experiences, these kinds of respondents could be considered as the fuzzy expectation customer who expects a service provider to dissolve problems but there is no clear understanding of what should be done. A manager should make such expectations clear to them (Ojasalo 2001, 203-205). In the other word, it could be difficult for the company to understand customer expectations about required improvements in service quality. Meanwhile, the eight customers of the same group have given the specific details within reasons for their dissatisfaction with the overall service quality. These types of customers could be defined to an 60 explicit expectation when the expectations are evident in customer’s mind in advance of the service processes and could split into realistic and unrealistic expectations. This expectation helps the corporation to adjust unrealistic expectations into more realistic ones through being very careful in what promise it makes and overcomes the overpromise which might lead to unrealistic explicit customer expectations toward the offering services (Ojasalo 2001, 203-205). Furthermore, the explicit expectation is likely to help the firm to make improvements in order to fulfill what customer’s needs. The specification of the explicit customer expectations could be found as follows below: • One respondent has expressed that the food quality of open buffet should be more treated and compensated constantly with food, and the food served incorrect temperature (cold food). As further suggested that physical facilities (bathroom) should be integrated with the restaurant since it locates far away from the restaurant hall at the main entrance to the restaurant. • Another respondent suggested that restaurant should decrease the number of tables in order to be spacious enough to customers, where to ensure more comfortable for customers. • One respondent thought that restaurant should be increased the number of staff throughout the rush hour or weekend, Also, the respondent mentioned that suffer from a long time waiting for food. • Another customer has struggled from waiting too long to be seated and waiting for food either. Furthermore, she noted that the food did not look or tasted as described the menu. • One customer complained from poor external communication as the resta urant doesn’t inform their customers about the time and date of the open buffet when it was unavailable during the workdays. • Another respondent states that the management of the eatery did not apologize to their customers who experienced from closed restaurant due to reservation it for other activities or customers. • One respondent has recognized that bathroom was not at the same level of the internal design of the restaurant. In addition, he added that is 61 difficult to access to the restaurant from car-park or walking to the main entrance. • Another customer has claimed that the fruits were unripe and the waiters didn’t take prompt measures to rectify the problem. To summarize, the above results from the customers’ feedback could assist the service provider to draw up a map to improve the current service quality in order to meet what customer needs. In addition, with these specifications of customers ’ complaints could probably detect what the fuzzy and implicit expectations of customers are and become the customer expectation less fuzzy and more obvious where could ensure the realistic expectations. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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