Service Quality Management Case Study Essay

Today’s world competition is very strong in every kind of businesses. Every organisations must provide high quality products or services in order to survive, however their competitors also providing the same or comparable products or services. An important way to an organisation to get an edge over its competitors is to provide extra service to satisfy and delight their customers, which can retain them and also gain new customers. Therefore the achievement of customer satisfaction must be a major objective in all organisations.

The hospitality and leisure industry hug a variety of sectors and businesses across hotels, restaurants and restaurants, travel and tourism, gaming, sport and leisure. The sector is reliant on the consumer confidence and business sentiment and is facing rising pressure to deliver innovation, value and quality. Hospitality is that business that helps people to feel welcome, relaxed and to enjoy themselves. It is all about customer service and providing the best quality and experience possible for the customers. (Discover Hospitality, 2012)

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,

The customer perspectives strengths are that these measures focus on customer satisfaction. These measures address the link between customer complaints and profitability. It is expected that as complaints are reduced, sales will increase. The weaknesses of the customer perspectives are that the focus on customer complaints does not address the silent customers; that just go to a competitor when they become dissatisfied with Frieda Fizz products. These measures are appropriate for managers’ focus on product quality and the related sales growth. Managers may want to expand the customer perspective measurements to include measures on customer service as they expand into more geographic areas.

"The totality of features and( characteristics of a product or service that bear on its ability to satisfy stated or implied needs."

This is perceived to be the most critical measure for operation performance at McDonalds placing in certain solution to customer problems and improving McDonald’s current level of satisfaction. The McDonalds managers believe that observing at the time of service and talking to the customers on real-time serves as crucial element of monitoring satisfaction level of McDonald’s customer. McDonalds believe that great customer satisfaction as well as information is a valuable decision making tool as the McDonalds customer remains on the restaurant premises, encourages McDonalds  employees and managers to be responsive and communicative with customers. Amiably, feedback from McDonald’s customers after their visit, such as fax and letters is also considered as an important indicator of guest satisfaction. The real-time decision-making is implemented by McDonalds operating departments that have large degree of customer interface such as fast food services and the customer relations, as there is service delivery at McDonalds involving high degree of customer interface as McDonalds managers prefer to monitor customer satisfaction using ways of communication and observation by personal presence. As Fisher (1992, p. 21), argue that setting standards for performance measures may impose conflicts with continuous improvement at McDonalds as he noted that, ‘if standards were not carefully set, they had the effect of setting norms rather than

From the practical perspective, this study will be a guideline to food providers in order to improve in terms of food quality, price and value, and also the ambiance to influence customer satisfaction, return intention and word-of-mouth in caferteria UiTM Cawangan Selangor. The university student is currently influencing the expansion of university food service. Other than that, university students are not tolerating with the poor quality of food served by the university dining service. This is align with the government’s mission to provide cheaper price and at the same time still maintaining the quality of the food for lower income staff and the

Customer satisfaction and service quality are the two important components that direct anyone’s attention in every concept related to marketing, services, etc. (Spreng and Mackoy, 2006). In today’s competitive era, the success lies in

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

Customer care and efficient operations can give hospitality related business a decided competitive advantage, and improved technology in hospitality industry which allows these businesses change in both areas.

Service is important in the food and beverage industries, that customer always have a high expectation and needs while dining in the restaurant. To find out how well the service provided, quality is a main element to every service. According to Haksever et al (2000), “Quality is ‘the totality of features and characteristics of a product or service that bears on its ability to satisfy given needs’”. Therefore, service quality is one of the main point in every restaurants to allow them improve and upgrade their level of image and reputation. In this report, Bella Italia was chosen to have an overview of its service quality. It will be find out how well the service practice was made and which part of service can be improve within the restaurant by using the service quality analysis, service recovery, customer feedback mechanism and benchmarking.

Traditionally, Service quality can be portrayed as the result from client comparison between their assumptions about the service they will use and their insight about the service company. That implies that if the insight recognitions would be higher than the desired the service will be considered as fabulous, if the desires rise to the insight observations the service is viewed as great and if the desires are not met the service will be viewed as awful. For a service to be considered as good the organisation is required for making customers satisfied and service quality should be associated with customer perceptions and expectations. (Carlsson, 2010)

Study findings show that strong leadership systems focus on customers, motivate employees, and implement their customer service vision. They also focus great attention on gathering the information needed to track customer satisfaction, and employees overall performance. Customer service should be designed and delivered seamlessly from the customer's point of view. Customer-driven operations lead to success. Decentralized, uncoordinated customer service provision makes for a most frustrating experience for customers.

Education organizations must play their own role to provide a quality of service for students. There are research found that the most important factor influencing customer satisfaction is food quality (Sulek and Hensley, 2004). The findings of the study done by Liu and Jang (2009) stated that food quality, atmospherics and service quality are some variables that important contributors to customer satisfaction. It shows that there are always have a problem in providing food quality and atmosphere quality to customer towards meeting their satisfaction. Research done by Lee (2004), has shown that food quality and convenient location are important dimensions affecting customer satisfaction which is turn determines revisit intentions to institutional food service industries. Thus, it is important to identify these important dining attributes in the institutional foodservice operation especially in university dining facilities.

From various studies, it has been found that the restaurants are able to win the heart of their customers through good quality and tasty food meals and by giving proper services, which will fulfil their wishes. Therefore, a restaurant should look after the demands and needs of its consumers and based on that should prepare its plan for future in introducing new items in their menu and services (Padua, 2012). Different groups and organizations already have carried out many researches but researches about this particular topic are much less