Relationship Between Expectation, Quality And Customer Satisfaction Using 2 Examples From The Food And Beverage Industry Essay

The model shows the difference between customer’s perceptions and expectation of the service received by the provider (Parasuraman et al., 1985). This process is undergone to calculate the difference in the gap between the consumer perception of the service quality and the service that the customer perceived. This method relates to both the delivery process and the outcome of the service (Parasuraman et al., 1985).

Brandy and Cronin (2001) introduced their own dimensions of service quality which are 1.) service environment, 2.) customer-employee interaction, and 3.) service outcome. These dimensions are considered the sources of quality of a service. Different dimensions of service quality have been introduced and accepted in past researches and studies but the 5 dimensions of Zeithaml et al., (1988) were proved to be the most reliable and credible. One of the most important strategies service providers can use to position themselves effectively in a competitive environment, and to distinguish themselves from competitors, is to provide and improve service quality to ensure the customer satisfaction (Cronin & Taylor,

Excellence in customer service is the objective of all organisations wishing to be successful. However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations often fail to get close to their customers and correctly read their expectations.

The Food and Beverage service wraps the knowledge, technique and skills essential for those studying and working at different levels in the food and beverage sector. The operations in this department are constantly improving and developing over the years together with progress in the quality as per the ever changing customer needs and industry demands. The long established perspective of food and beverage service was considered as just a delivery process with customer being recognized as a pliant recipient of service. But now, the vision has changed to a much broader and wider extent. The customer is now seen as a prime center to the process and has an active participation in it. Accordingly, to identify the guest’s expectations has become very critical for the success of this industry.

They understand that service quality is a critical success factor for their company to stay on top of their competitors. If service quality is given the attention needed guest satisfaction will improve. If, service quality and continuous quality improvement is no acknowledge studies show that customers feel unappreciated and usually result in unsatisfactory service. Usually, this negative experience goes viral in seconds. Therefore, LongHorn understands the importance of service quality and CQI. The company understands that mistakes happen and training is needed to refresh service quality into its employees.

Perceived service quality as customer-based performances measure is also known as SERVQUAL Model. This study empirically examines organizational barriers to delivering high-quality service performance as measured by customer perceptions and expectations. Using the extended service-quality model developed by Zeithaml, Berry, and Parasuraman (Journal of Marketing, 52, 35-48) as a conceptual framework, five specific propositions implied by the model and by earlier studies contributing to its development were tested. Such testing required a complex research design involving five service companies as well as samples of customers, contact employees, and managers from each company. The results have

Excellence in customer service is the objective of all organisations wishing to be successful. However, there is often a gap between customer expectations and management perceptions of customer expectations. Organisations often fail to get close to their customers and correctly read their expectations.

Regarding the three products above ,define how customer expectation ,satisfaction and cost and culture differences are balanced .

Customer preferences are important concept within services marketing theory. According to my review, service quality have significant relationship with customer preferences. Their finding indicates that the service quality provided by staff is fundamental and crucial to the customer satisfaction in the restaurants. Furthermore, customers will choose the restaurants based on their satisfaction level. In another study by Cronin and Taylor (1992), the study have shown the perceived service quality can greatly affect customers’ satisfaction and customer preferences. Many restaurants out there will pay more attention on service quality because it will directly influencing the customer preferences which will lead to customer revisit and customer will become loyalty to the restaurants. And will directly affect he restaurant revenue. In addition, Yüksel & Yüksel (2002) stated that service quality had the most significant impact on dining satisfaction at the aggregate market

The findings of the study present very important insights in relation to the paper’s problem statement that “student’s expectation is generally anticipated to be in line with the acceptable levels of service quality in the university hostels. The results revealed that students had higher expectation levels compared to their perceptions of the service quality at the dining rooms on all the service attribute that were used to evaluate the expectations of service quality. Thus, the gap identified was the Gap between Expected Service-Perceived Service Gap. This Gap presents a challenge for hostels managers, which is ensuring that good quality provided meets or exceeds student’ expectations.

Customer service is very important element in hospitality industry. A good restaurant or a good hotel always have an excellent service first. Hotels and restaurants put added value in their products and service make guest love it. Some hotels give guest drink when they arrived or prepare small birthday gifts to their loyalty guests. But sometimes hotels spend lots of money to added value of customers’ experience but customers still don’t like their service. So, what’s happening? Hotels gave service and improved service are not customers needed or most needed. That’s the gap between you and your customer. “You know your hotel inside out, but do you ever see it through your guests' eyes? In many cases, there is a disconnect between what hoteliers think

In hospitality industry, service quality and customer satisfaction play irreplaceable roles as most of the management facing difficulty in measuring them. It is essential to understand customer satisfaction these days. As it able to allow organizations to understand how consumer defines the service and product quality.

Service quality has become a main idea for student academic to study in many industries especially in hospitality industry. In Wilson et al (2008), service can be discussed in the terms of below four characteristics:

The consistency of meeting the customer needs. In the hospitality industry, the customers need is imperative. First the customer needs to be greeted and handle with dignity and respect. This will make the customer feel comfortable about their entry into the establishment. When a customer does not receive a warm, sincere greeting on their pre-check in it may cause a tension among the hotelier and customer. The hotelier primary responsibility is to make the customers feel welcome and provide optimum service from the first contact. This need to be addressed because it will have an impact on day-to-day business and a reputation of the hotelier.

Service quality represents a fundamental aspect of delivery, which strongly influences consumer satisfaction and, as a result, loyalty. In today’s global market a customer’s service expectation has to be met and exceeded eventually in order to retain customers as well as achieve success. Perceived quality of a product or a service is becoming one of the major competitive factors in the business world and has led to the innovation of the ‘Quality Era’ (Peeler, 1996). In simple words, the comparison of customer expectations with service performance is service quality. On the other hand, customer satisfaction is defined as a pleasurable fulfilment response toward a good, service, benefit, or reward (Oliver, 1997). Both of these