Service Operations Improvement Consulting Report for Kaiser Stubn

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- Option to leave feedback. Customers’ feedback is part of the emotions the organisation wants their customers to feel, or more correctly, the emotions that their customers will want to feel as a result of the service. (Johnston, Robert; Clark, Graham; Shulver, Michael (2012-08-07). Service Operations Management (Page 165)). The feedback can be obtained from customer touchpoints, feedback forms, surveys and social networks.

- Meals names and menu fonts. One of the most important interaction with a restaurant is done through the menu. Stylish fonts can sometime not understood by customer leaving them frustrated and most likely not to order items from the menu, or if online choose not to continue with the order / reservation. And if they don’t know what “ Junge Hühnerbrust in Käsekruste auf Butternudeln, gemischtes Gemüse und hausgemachte Tomaten Basilikum Sauce ” means, why would they order it?

• Environmental - Environmental clues, such as temperature and lighting for example, may also generate ‘approach’ or ‘avoidance’ behaviour. {Johnston, Robert; Clark, Graham; Shulver, Michael (2012-08-07). Service Operations Management (Page 169)}.

- Area for kids’ entertainment

- Seating area for couples.

• Design – In the new era of fusion cooking and globe-trotting chefs, what makes or breaks a restaurant is not necessarily the food. It’s the design. {M. Willeft. Nov’ 2nd, 2012}

• Parking options

• Smoking area

• Signage

• Waitress / ordering – not receiving orders. Reminding the waitress to provide basic service.

CJM (Customer Journey Mapping)

Based on the findings, a CJM (Customer Journey Mapping) is showing the touchpoints of the customer in their journey. This allows the restaurant to: find owner to the issue, what is the impact on the customer experience and the gaps between desired and current offering.

As there is no option to leave customer feedback, it is hard for the owner to take actions on issues. He is relaying on feedback coming from his staff, or complains from un-happy customers. The owner make the efforts to check the dinners, however, in a full busy restaurant, this is not efficient as he can’t spend much time with the customers.

Gap Analysis

According to Brown and Bond (1995), "the gap model is one of the best received and most heuristically valuable contributions to the services literature".

Using SERVQUAL we can identify which gap are most needed attention.

SERVQUAL Analysis

Dimension Expectation Perception

Tangibles Make you feel like eating at home Restaurant is built in old house converted to restaurant

Austrian German design Place is suited with wooden tables and chairs. German artwork.

Staff will be dress in traditional clothes Staff wear basic black and white clothes with no logo or tag name

Reference to their online presence and option for events booking No marketing material found.

Reliability Table will be ready at time of arrival Table was ready.

Ordered will be delivered in reasonable time The first order was delivered on time. 2nd order was delayed and needed to remind the waitress

Meal size are big Meal size are VERY big

Responsiveness Staff will notify on expected time for meals to be served. Waitress advised us the expected time.

Staff is responsive to customer requests A few times there was no staff in sight for a few minutes.

Staff will deliver the order on time 2nd order needed a reminder.

Staff is will show professionalism Staff was knowable in most visits. One visit the waitress had heavy hard to understand accent.

Assurance Customers feel like the staff know what he is doing Staff show knowledge in all aspects of the restaurant

The place is suited for kids and elderly people Place is safe for kids. No easy access with wheelchair.

There will be parking Parking is shared with other restaurant.

Empathy Customer attention will address individual needs Staff responded to kids’ requests, offer suitable alternative.

Staff will be happy to help you Staff seems busy at times and not there all the time

Restaurant will be operated when we arrive The restaurant was open when we arrived.

Gap 1 - Gap between consumer expectation and management perception

- The restaurant design

- The staff uniform

Gap 2 - Gap between management perception and service quality specification

- Staff not always around

Gap 3 - Gap between service quality specification and service delivery

- Junior staff needs more training

- Floor manager need to supervise more.

Gap 4 – Gap between service delivery and external communication

- The home feeling statement wasn’t fulfilled.

Gap 5 - Gap between expected service and experienced service

- Served by heavy accent waitress

Recommendations

Based on the finding of the report, it is seems that there are a few gaps that need to be address. Some needed an immediate actions and can lead to immediate improvement. Overall it’s seems that the staff is trained for the job and provide the accepted service. The biggest issue identified is the lack of online presence. Restaurants utilizing their website