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The analysis results from the prospective of staffs and management
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Effective strategies for optimizing the services marketing of Shahrazad restaurant OY
5.3 The analysis results from the prospective of staffs and management
The findings result of the analyzed data from interviewing the employees and management of the restaurant was conducted to provide the answer of one of the sub-questions research: Which are dilemmas have a significant effect on the performance of the current service in customer satisfaction? The finding results of the interviews from the employees’ opinion and management interpretation showed that healthy work environment, staff well- being, and financial incentives play a vital role to motivate them so that improve the performance of delivering services. The employees claimed that company 74 should be adopted the motivation system to reward a good job performance of employees and extra bonus for working long hours or overtime hours on a weekend. Furthermore, the interviews result has found out that the two of the staffs have a problem personal life since they are living away from their family and this could badly affect the healthy work environment and other co-workers too. The results of interviews showed that the most staff are complaining from compressed work schedules and long shift-work. Hence, these issues of the work environment and employee’s wellbeing had the influence directly on the delivery of reliable and responsiveness services quality to final customers. The researcher concluded from the i nterviews’ finding that most of the employees have stressed that the top management should have expanded responsibilities and authorities of its employees for making a decision and align the goal with senior management. They thought that the company committed to strict procedures and policies with its staff which affects convenient and open communication between employees and their customers. The staffs struggled from the difficulties of interacti ng with customers’ needs and solve customer’s problems spontaneously. In addition, the employees claimed that the process of internal communication between top management and employees should be more clear and transparency which could improve the service delivery. The researcher has deduced from above the communications obstacles and boundaries within the company’ policy that generates gap 1 between management perceptions – customer expectation when the company’s perceptions fail to understand what customers actually needs due to insufficient communication between contact employees and top management. The analysis result from the interviews and customer s’ survey questions clarified that the pledges of the external communication from the restaurant were poor and disable to fulfill the service promises since the customers of restaurant thought that the advertising of the company has increased their expectation when over-promising was existing and the advertisement did not match the actual service delivery about the promotion of new products. The researcher found that there is also gap 4 which derived from the external communications and service delivery by the firm which fundamentally causes 75 the difference between customers’ expectation and perceptions in the assurance dimensions of SERVQUAL instrument. Figure 20. the summery of finding of the study The result findings have demonstrated that most of the re staurant’ employees have suffered from an ineffective role of the multi-tasks process and teamwork Internal communication • Lack of transparency, clear vision, and openness with customer. • Limited authority of employees. • Inadequate communication between customers and employees External communication • Insufficient advertisement information. • Ineffective Marketing Channel. • Unclear market message. Training employees • Lack of management to training employees. • Ineffective cross function and overlapping of tasks. • Neglect to develop Interpersonal skills and focus on staff appearance • Shortage of employees. Job satisfaction • Lack of financial incentive and recognitions • Compressed work schedule and long shift- work. • Lack of healthy work environment and poor employees’ conditions. Download 1.33 Mb. Do'stlaringiz bilan baham: |
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