Foodservice Organizations

1
Foodservice Organizations

• Managing the Service Strategy

2
Guest Service Model
Customers
Front-line Employees
Middle Management
CEO
3
The Service Triangle
The Service Strategy
Guest
How well these factors integrate will determine
the guest experience of the organization
Service Systems
People
4
The Service Strategy

• Management must construct a service strategy
  statement
• A formal recognition by management to deliver
  products and services desired by their guests
• Identify what the guest want
• Market research
• Customer comments
• Employee interaction
• Involvement of employees in planning

5
Guest Cycle
Reservations
Arrival at the location and shown to a table
Receive bill and pay
Moments of Truth
Guest make selection from menu offerings
Is order correct?
Time passes between order and service of food
6
Frequency of Complaints and Compliments

• Dissatisfiers
• Complaint of poor performance
• Satisfiers
• Unusually good performance will elicit
  compliments
• Critical variables
• Capable of eliciting both positive and negative
  comments
• Neutrals
• Factors that are not salient to guest

7
Satisfied Customers Want

• Care and concern from service providers
• Spontaneity
• people who are authorized to think
• Problem solving
• People can work out intricacies of problems
• Recovery
• Will anybody make a special effort to set a
  problem right

8
Employee Recruitment

• Evaluating employees for front-line positions
• Level of maturity and self-esteem
• Reasonably articulate
• Aware of social norms and rules
• Ability to establish rapport with customers
• A high level of tolerance for uncomfortable
  situations

9
Training

• Product view of service
• Emphasizes service as a task
• Control
• Employee behavior
• Cost of transaction/process
• Objective and measurable standards

10
Training

• Process view of service
• Emphasizes interaction with guest
• Empowers employees
• Satisfy guests needs
• Solve guest problems