Delivering High-Quality Service

Delivering High-Quality Service

Chap 6, p.145-168 ^(中169-197)

According to Webster’s New Collegiate

Dictionary :

Customer or patrons are people who exchange their money for goods & services when they visit a foodservice operation.

(搶答題)

To buy or to sell ?

 Goods

 = Food &

beverages

 (搶答題)

 Services

 = preparing, cooking &

delivery of the products

Service is intangible.

Service is not physically touched or grasped.

The service encounter between

customers and employees should be planned, organized, and controlled to ensure customer satisfaction.

p.146 (中171) (搶答題)

The entire operation must be designed around the customers

& their needs. ^(搶答題)

=

customer-driven

profit survival

It costs more

to give

poor service

than

good service

(搶答題)

The duties & responsibilities

P.165-170 (中189, 193)

 The busser ^{(餐具擺設收拾者)} is responsible for:

 (# 10小組)

 The server ^(服務生) is responsible for:

 (# 9小組)

 The captain ^(領班) is responsible for:

 (# 8小組)

 Personal hygiene ^{(個人衛生)} for service people:

 (# 7小組)

Hollander’s historical literature research (1985): ^{p.147-148 (中171-172)}

 不變的內容(定律)Endnotes #1, p.174

 Hard to generate the same level of enthusiasm.

 Employees resent their customers.

 Customers demand special treatment.

 Customers want regarding service.

 Expectation such as age, gender, race, or dress.

The National Restaurant Association’s study (1997): ^{p.148-149 (中172-173)}

 服務的問題Endnotes #2, p.174

 Complains about service > ^{food or}

atmosphere.

 Customer expectations or demands >

service system.

 Drunkenness of customers.

 Breaking of societal norms by customers.

Robert Reid (1983) assessing customer satisfaction: ^{p.149-150 (中173-174)}

 顧客滿意度評估Endnotes #4, p.174

 Use of comment cards.

 To evaluate various aspects of the meal experience.

 Increasing sales = satisfied customers

 “mystery shoppers” ^(p.150)

 “word of mouth” ^(p.150)

Service gaps ^{服務的缺口}

p.150-151(中175) (# 6小組)

 Lack of knowledge ^知識不足 p.152(中176)

 Market research orientation (# 5小組)

 Upward communication (# 4小組)

 Levels of management (# 3小組)

 Lack of standards ^缺乏標準 p.153(中176)

 Management commitment (# 2小組)

Zeithaml et al.

“Delivering Quality Service --

five dimensions of service”

五大面 向

Tangibles (實體面), reliability (執行面), responsiveness (回應度),

assurance (信賴度), empathy (親切度)

Closing the gaps ^縮小差距

p.154 (中178) (# 1, 10小組)

 Create a schedule

 Timing is key

 Read the guest

 Give them control

 Service should be seamless

 Capabilities ought to be considered

 Be consistent

 Communication must not be underestimated

 Gratuities are not included

 A guest will not forget

Setting service standards^{設立服務標準}

p.155-161(中177-182)

 Procedural aspects ^程序相關

 Incremental flow of service (# 9小組)

 Timeliness (# 8小組)

 Accommodation (# 7小組)

 Anticipation (# 6小組)

 Communication (# 5小組)



Customer feedback

 Supervision (# 3小組)

Setting service standards^{設立服務標準}

p.155-161(中177-182)

 Convivial aspects ^表象面向

 Attitude (# 2小組)

 Body language (# 1小組)

 Tone of voice (# 10小組)

 Tact (# 9小組)

 Naming names (# 8小組)

 Attentiveness (# 7小組)

Setting service standards^{設立服務標準}

p.155-161(中177-182)

 Guidance (# 6小組)

 Suggestive selling (# 5小組)

 Problem solving (# 4小組)

 Feasibility (# 3小組)

 Standardization (# 2小組)

 Customer requirements (# 1小組)

The role of servers

 Teamwork

 Finishing food preparation

 Menu knowledge

 Merchandising

Training

 Operation (technical skills) training

 Management training