ABSTRACT - files.transtutors.com · Web viewAustralia Pty Ltd, ABN 99 154 93 7 005, HE PRV12209,...

IAP607: Individual Critical Analysis

ASSIGNMENT COVER SHEET

Please refer to the Academic Integrity Policy on the Torrens University website before completing the form

SECTION 1: PERSONAL DETAILS

First Name Surname Student ID

Elina Magar 201716237

College Course

Blue mountain International Hotel Management School Master of international hotel management.

SECTION 2: ASSIGNMENT INFORMATION

Subject Name Lecturer Name

IAP607: Individual Critical Analysis Ms. Mahalya Middlemist

Assignment Title Word Count

Critical Analysis Project 4241

Is your Assignment Being submitted on or before the published date? If yes, skip to declaration

SECTION 2A: ASSIGNMENT EXTENTION

Have you been approved for an extension? (if no skip to declaration)

Who approved your extension?

What is the approved extension date?

SECTION 3: DECLARATION

xI declare that except where I have referenced, the work I am submitting in this attachment is my own work.

x I acknowledge and agree that the assessor of this assignment may, for the purpose of authenticating this assignment,

reproduce it for the purpose of detecting plagiarism

x I have read and am aware of the Academic Integrity Policy available on the Torrens University Education website

Student Signature Date

Elina Magar 25/3/2019

RECEIPT – INDIVIDUAL ASSIGNMENT COVER SHEET – STUDENT COPY

First Name Surname Student ID

Elina Magar 201716237

Subject Name: IAP607: Individual Critical Analysis Lecturer Name: Ms. Mahalya Middlemist

1201716237 25/3/2019


Assignment Title: Critical Analysis Project

Received by

Full Name, Signature & Date:

Australia Pty Ltd, ABN 99 154 93 7 005, HE PRV12209, RTO No. 41343, CRICOS 03389E

ABSTRACTCustomer satisfaction plays an important role in any food and beverage industry.

With the increasing level of customer’s preferences and life style, creating

memorable experience for customer has become challenging job for managers. The

report is based on the managing and improving dining experience while satisfying

the needs and wants of the customer in Butcher and the Farmer restaurant.

Investigating the issues and finding the ways to improve the customer satisfaction is

the main aim of this research. This report has given brief description about how the

factors like ambience, environment, colour, theme and cleanliness along with quality

food and service makes positive impact in creating the guest experience memorable.

The data has been collected using primary and secondary sources. Face to face

interview with the assistant manager is conducted as a part of primary data whereas,

review of different journal articles is performed as a part of secondary data to collect

information and data. Furthermore, findings are generated from the interviews and

conclusion is drawn on the basis of literature review and interview analysis. Finally,

recommendation is provided on the basis of information that are gathered and

analysed.

2201716237 25/3/2019


Table of ContentsAbstract.......................................................................................................................2

1.0 Introduction...........................................................................................................6

1.1 Background to the study...............................................................................6

1.2 Problem Statement, Research Aim and Objectives...........................................6

1.3 Significance of the Research.............................................................................6

1.4 Scope of the Study............................................................................................7

2.0 Literature Review..................................................................................................7

2.1 Relationship between the Customer Satisfaction and waiting staff...................7

2.2 Customer satisfaction level with waits in multi-stage services in restaurant......8

2.3 Menu Design.........................................................................................................8

2.4 Employee empowerment for customer satisfaction...............................................9

2.5 Influence of physical ambience on customer satisfaction...................................10

3.0 Methodology........................................................................................................10

3.1 Research Design.............................................................................................10

3.2 Sample and Sampling Techniques..................................................................11

3.3 Data Collection................................................................................................11

3.4 Data Analysis...................................................................................................12

3.5 Ethical Consideration.......................................................................................12

4.0 Findings..............................................................................................................12

4.1 Updating Menu Timely.....................................................................................13

4.2 Adopting Current Trends.................................................................................13

4.3 Empowering Employees as well as Customer.................................................14

3201716237 25/3/2019


4.4 Adopting Technological Advancement............................................................14

4.5 Clear Understanding of Target Market............................................................15

5.0 Conclusion..........................................................................................................16

6.0 Recommendation................................................................................................17

Reference................................................................................................................. 18

APPENDIX................................................................................................................20

INTERVIEW TRANSCRIPT......................................................................................21

Consent Form...........................................................................................................24

4201716237 25/3/2019


1.0 Introduction 1.1 Background to the studyCreating the memorable dining experience for the customer has been one of the key

to the success for every restaurant business. In order to improve dining experience,

the employee plays an important role by providing quality service to the customer

starting from greeting them, seating them and serving them with care. Along with

employee other factors like ambience, music and environment also helps in creating

experience to the customer.

Butcher and the Farmer (BNTF) is the part of Seagrass Boutique hospitality

restaurant located in Harold park, Tramshed. The restaurant serves Modern

5201716237 25/3/2019


Australian cuisine and name of the restaurant is derived from the concept farm to

table which encourage sustainable way of eating. The main attraction is the Rozelle

Tram where the guest can dine inside the Tram.

1.2 Problem Statement, Research Aim and ObjectivesThe Butcher and the Farmer restaurant is receiving lots of negative reviews

regarding the limited food menu choice for vegetarians and about the limited dining

period. In other words, the restaurant is not being able to satisfy the needs and

wants of the customer and is running behind in terms of customer satisfaction level

which is the main problem. The main aim of research is to find out the answer to this

question 1) how Butcher and the Farmer restaurant can manage the customer

expectations in order to improve their dining experience. The primary and secondary

data has been used in order to collect the useful information or data. Andrews

(2018), states that the consumer satisfaction is the key to success for any restaurant

business. The main objective of the research is to understand the needs and wants

of the customer, understanding current trends and technological advancement to

improve service quality.

1.3 Significance of the ResearchThe findings of this study are applicable in restaurant industries where improving

dining experience is the main objective of the restaurant. This will help the restaurant

business owner or manager to understand the power of the consumer and the

impact they make in restaurant business either positive and in negative way.

Likewise, this study will help those students and researchers who has interest in

expanding the knowledge in similar topic.

1.4 Scope of the Study The report has focused solely on improving dining experience while meeting their

expectation. The research has been classified into 5 different parts stating with the

introduction as first part which gives the brief description about the background

study. The second part is literature review which consist of discussion found in the

related topic where, the third topic is methodology which discuss about data

6201716237 25/3/2019


collection method and interpretation. Fourth topic consist of the findings and analysis

of the interview followed by conclusion and recommendation as fifth part.

2.0 Literature Review2.1 Relationship between the Customer Satisfaction and waiting staff The success of business not only depends on the quality of the food and drink that

restaurant provides, environment and ambience, staff attitude along with the

attention that the customer requires in order to get memorable experience. Waiting

staff plays an important role in delivering the food and service to the customer.

According to Pratten (2004), there should have the clear understanding of the

service expected by the customer and the ways they prefer which will help the

waiting staff to meet the expectations according to the needs and desire of customer.

One of the key to successful restaurant is waiting staff where their experiences are

examined along with the ability and aptitude which is expected by the employer and

customer. Wait staff plays an important role in providing customer satisfaction, which

in turn is very crucial in determining the success and profitability of the restaurant

(Pettijohn, Pettijohn and Taylor, 2004). In order to provide quality service to the

customer it is very important to provide training to the wait staff. Customers’ needs to

feel acknowledged when they interact with your business as well as employees. So,

the turnover rate of employee will decrease if their job is secure, satisfaction and

fulfilment which have positive effect on customer satisfaction. There is a popular

phase which states that ‘A Smile is contagious’ is a great way to clarify the

connection between the employees and customer. One small effort made by the

waiting staff can make huge difference in making customer happy and satisfied as

well as focusing on employees is a prescription to positive financial result of

restaurant.

2.2 Customer satisfaction level with waits in multi-stage services in restaurantRestaurant waiting time plays a vital role in overall satisfaction of customer. The

waiting time create positive and negative experience for customer. Longer the

waiting time for service delivery, higher the chances of getting negative reviews. So,

it is very important to manage the waiting time in order to maintain the reputation and

success of the restaurant. According to Hensley & Sulek (2007), customer tend to

become less satisfied by the overall service provided by the restaurant if the waiting

time is too long and they tend to refuse to come to the restaurant in future. There are

7201716237 25/3/2019


three stages in service wait which is very essential for a manager to understand and

manage each stage properly for the satisfaction of guest and for the success of

restaurant. The three stages of wait are as follows:

1. The service- entry waits, from where the service procedure starts.

2. The in- service waits, the wait during service delivery.

3. The service- exit waits, which happens at the end of service delivery.

Having the knowledge of which wait hold the most importance can save time and

money as well as have little or zero impact on customer loyalty, where guest is

willing to recommend the restaurant to other people and tend to return back. Tobin &

Huffman (2006), states that there is converse relationship between the perceived

overlong waiting time and customer satisfaction. The anger and uncertainly

experienced by the customer can be reduced by filling empty waiting time by

distracting them through conversation in between the service delivery.

2.3 Menu Design Menu is the list of food and beverage items that the restaurant offers to its customer.

Menu plays an important role in overall success of the restaurant as well as the

guest satisfaction and menu are one of the greatest selling tool. The menu should

have proper graphic design and layout but most importantly it should meet the need

of customer in terms of food offering and the format, colour and organization.

According to Jawabreh, Al Jaffal, Abdelrazaq & Mahmoud (2018), the main goals of

menu is communicating, giving substantial proof and selling. Manager and

proprietor should consider every component while creating or designing menu. The

menu has great impact on customer satisfaction as menu is one of the vital product

of restaurant. The menu structure, description of the item in menu and variety in

menu is the indicator of customer satisfaction in restaurant (Baiomy, Jones &Goode,

2017).

Linassi, Alberton & Marinho (2016), states that every customer goes to restaurant to

fulfil their physical as well as emotional wants. So, it is very crucial that every

restaurant to offer the quality service with great ambience and has great offering of

the food item which the customer desire and needs to be satisfied. Menu should be

well planned not only in terms of its good structure but also in terms of cost and

8201716237 25/3/2019


pricing. One of the greatest challenge to the manager is to conduct menu planning

process effectively, beginning from the selection of dishes offered to the customer,

production process and guarantees the correct procedure to deliver the product in a

way to fit according to customer profile, both in terms of expenses and price to the

customer.

2.4 Employee empowerment for customer satisfaction Customer satisfaction is the main objective of any business organization and

employee empowerment has always been a key to gain customer satisfaction.

Empowerment has been characterized from multiple points of view, yet the core

element of empowerment includes giving employee a freedom to complete certain

task related to work (Sutton, Verginis & Eltvik, 2004). As the restaurant business is

labour intensive, employee’s contribution towards delivering quality service to the

guest holds an important place in success of restaurant business.

According to Gazzoli, Hancer & Park (2012), in first year almost 26.16% of

restaurant owner closed their business or changed ownership and even worse, the

percentage increased up to 57.22% for chain restaurant and 61.36 % for restaurant

business in first three years. The main reason for the restaurant failure is employee

dissatisfaction and customer dissatisfaction followed by poor management and poor

financial. It shows the importance of employee training in order to empower them

which leads in increasing level of employee motivation and engagement. The level of

employee engagement determines the customer’s attitude towards the restaurant

brand. Restaurant business are highly affected by poor customer experience which

may spread across social media platform through word of mouth. The positive

interaction with energetic staff can create lasting relationship with the organization.

2.5 Influence of physical ambience on customer satisfactionThe physical ambience has the positive and negative impact of guest satisfaction

level. The décor, cleanliness, music and interior as well as exterior design can have

the positive impact on guest. Chiguvi (2017), states that customers are the main

reason behind the presence of any business organization or restaurant. Customer

satisfaction is not only based on the product and service that is provided to the

customer for the price that is paid but ambiance of the restaurant has significant

9201716237 25/3/2019


impact associated with final satisfaction. Which in turn helps in creating the

memorable dining experience for the customer.

The customer visiting a restaurant will have certain expectation about the physical

appearance and environment which is related to the layout, ambience and theme of

a restaurant. The customer will have negative impact of the restaurant if the

expectations are not met and there is a possibility that the customer may not return

next time (Githiri, 2016).

According to Oktay (2016), the atmosphere of the restaurant plays an important role

in creating guest satisfaction, increasing revenue and market share of the restaurant.

The restaurants can differentiate themselves from competitors through physical

appearance of the restaurant and can manipulate the customer via lightning,

temperature, theme and scents.

Gaps: Although the information generate in research are timely and suitable, there is

gap because the information provided are from credible source and lacked proper

research tools and is not accurate.

3.0 Methodology3.1 Research DesignFace to face interview was conducted as a part of research design in order to collect

relevant and valid information on related topic. Different journal articles, literature

and text books were used to support and get deeper understanding of the topic.

Qualitative data were used to have the better understanding of the customer and

their needs and expectation and how their dissatisfaction level effect the overall

restaurant business.

Face to face interview is one of the best form of collecting data where both

interviewee and interviewer share the same space and can have access to more

than just verbal information (Knox & Burkard, 2009). Further, interview was

conducted with Assistant Restaurant Manager of BNTF. The relevant information

was collected in order to give more insight for the problem, after investigating and

important information were drawn according to the perception and point of view of

interviewee.

10201716237 25/3/2019


3.2 Sample and Sampling TechniquesThe process of collecting data and information from the selected statistical

population is called sample. According to the nature of research, the population

sample were selected and was limited to an individual person, an Assistant

Restaurant Manager of BNTF who is currently employed there and has brief

knowledge about overall operation of restaurant. The Assistant Restaurant manager

has better understanding of the restaurant, customer and the employee working

there as, the manager is working there since the establishment of the restaurant.

Purposive or Judgemental Sampling method was used to collect data and

information. Purposive sampling is the type of non-probability technique where the

expert can choose a representative sample that bring more exact outcomes. The

technique includes handpicking from the population based on authority’s information

and judgement.

3.3 Data CollectionData collection method is the procedure where the researcher gathers the data from

all the important sources to discover answers to the exploration issue, test the theory

and assess the results. The data collection method can be done either using primary

or secondary sources according to the nature of research problem. The primary data

is original in nature which is regarded as first-hand data collected by researcher

itself. Interview has been selected as data gathering approach because the research

gives emphasis on noting the issues inside one specific restaurant. Thus, assistant

restaurant manager of Butcher and the Farmer restaurant was chosen as an

interviewee and the data were analysed according to perspective of the restaurant

manager. The knowledge and experience of manager has given brief information on

the customer’s expectation and the ways to meet their expectation. The interview

was conducted inside the restaurant’s premises followed by the audio recording

where both open and closed ended question were asked to the interviewee. Later,

the audio recording was constructed into words and can find in appendix.

11201716237 25/3/2019


3.4 Data Analysis Data analysis is the process of assessing information using analytical and logical

reasoning to analyse every segment of the information provided. Information that are

gathered from various sources are accumulated, reviewed, and afterward they are

analysed to form a sort of conclusion or finding. Shamoo and Resnik (2009), states

that different data analysis procedures “provide an approach of illustrating inductive

interferences from data and recognizing the flag (the wonder of enthusiasm) from the

commotion (factual variances) present in the information”. Data reduction is the tool

where the gathered information or data were rearranged. Later, the analysis of data

is provided by summarizing the collected information, providing findings, conclusion

and recommendation on related topic. Likewise, the conclusion on managing

customer expectation to improve their dining experience were drawn by using

inductive reasoning.

3.5 Ethical ConsiderationEthical considerations are the very crucial factor and one of the most important part

in research. Ethical considerations should be considered while conducting any

research and interviews which prevents against falsifying of data (Simons & Usher,

2012). Similarly, this report was prepared within the boundaries of ethical

consideration and has promoted the pursuit of knowledge and truth while conducting

research. Some of the data that were collected while conducting face to face

interview with Assistant restaurant manager were kept confidential by respecting the

manager’s opinion, considering the procedures, rules and regulation of the

organization as a part of ethical consideration. Furthermore, the personal information

about the manager were kept confidential considering the reputation of both the

company and the manager.

4.0 Findings The interview was conducted with Assistant restaurant manager of Butcher and the

Farmer to collect detailed information as a part of research objectives. Relevant data

and information were obtained to the highest level possible with the help of

manager’s experience, knowledge and opinion in regard to research topic. While

conducting interview it was found that the creating memorable experience to the

customer is not an easy task, especially with the high level of competitors and

12201716237 25/3/2019


changing needs and wants of the customer. According to the Manager of Butcher

and the Farmer, providing food and service is not enough to improve dining

experience but we need to go beyond their expectation in order to create memorable

experience. Furthermore, other factors like the ambience, cleanliness, service

culture, empowering employees and customer etc. aids in improving dining

experience of the customer. The findings of the research study are as follows:

4.1 Updating Menu TimelyMenu is a selling tool of any food and beverage establishment and regarded as a

communication tool and provide tangible evidence of restaurant’s image (Baiomy,

Jones & Goode, 2017). As per interviewee, menu plays an important role in terms of

restaurant’s profitability and has great impact on customer, starting from selecting

the restaurant. The customer gets bored easily eating the same dish time and again

and tends to go to different restaurant to find something new and exciting. Thus, the

restaurant needs to update menu timely in order to keep their customer excited and

create memorable experience every time they visit the restaurant. Adding new item

to the menu is a great way to add diversity without discarding what is working. New

item in the menu can light up your business, like a new colour would for your décor

(Prange, 2017). So, it was found that when deliberately executed, menu changes

have the ability to revitalize your business, streamlining your selling power and

persuading guest to return back.

4.2 Adopting Current TrendsThe restaurant industry is facing different challenges keeping up with fast pace of

progress driven by consumer trends and changing demographics. Growing

preference for healthier food items, increasing level of customer expectation and

quickly advancing technology are replacing the traditional dining experience and

constraining on how business operates (Fultz, Rampoldt & Shaughnessy, 2019).

With the increase in spending power and increasing number of customer eating

outside is quickening the business’s reaction to these trends. As per interviewee, the

restaurant should be active in different social media and constantly giving

information about the speciality, promotion and the changes that is happening in the

restaurant. Which will keep the customer updated and prepared for the service to be

13201716237 25/3/2019


expected. According to Fultz, Rampoldt & Shaughnessy (2019), 70% of the

smartphone users prefers to visit the restaurant who views menus on their phones at

least few times in a year and 60% of the consumer are likely to visit the restaurant

offering healthy food. So, it is very important for restaurant to adopt and keeping up

with the latest trends in order to gain profitability.

4.3 Empowering Employees as well as Customer The restaurant business demands the high level of customer service and continuous

improvement of service quality. With the change in lifestyle and dining out has

become a part of day to day activity and customer’s desire are changing with the

change in time. The customer is expecting the memorable dining experience. The

challenge with the restaurant industry are the tangible elements can be easily

improved but the intangible element which is service needs attention (Akter, 2016).

The service can be improved by empowering employees by providing training to the

staff frequently which will increase the motivation level of staff as well. The

restaurant needs to demonstrate that they value their employee and their

contribution towards the company. The employees need to be constantly reminded

that they are being appreciated by the company for their contribution and needs to

trust employees for the choices and decision they make.

Similarly, empowering customer is equally important in order to create a memorable

dining experience. The service provider needs to understand the needs and the

preference of the customer and should be always ready to delight the customer. the

customer wants their service provider to interact with them and hear what they have

to say and give knowledge about the menu. Those small things can make big

difference in service industry. So, it is very crucial to give attention to every small

detail in order to create memorable experience for the customer.

4.4 Adopting Technological Advancement The restaurant business faces challenges to keeping up with the trends, lifestyle of

the customer and demographics. Like other trade brands, restaurant brands are

confronting disruption from constant technological transformation which is becoming

the leading force in redefining the customer’s need and expectation (Custer, 2018).

14201716237 25/3/2019


There is no slowing down in this trend as, the number of customer are rapidly

increasing who uses mobile devices in order to explore, order, pay and as well as to

share their food and service experience. Based on that experience, the new

customer decides to visit the restaurant. It is very crucial for brands to create and

fortify their mobile experience by creating customer inspired and brand inspired

application and offering customer loyalty programme.

According the assistant restaurant manager, customers are seeking more than just

food. They want to connect with the brand and its story. in order to do that social

media plays an important role where the restaurants are redefining their experience

by telling their stories via social media. Fultz, Rampoldt & Shaughnessy (2019),

states that 79% of the customer believes that restaurant technology increases the

convenience and customer are more likely to visit the restaurant with more

technological advancement. Thus, it is found that technological advancement plays

an important role in improving overall dining experience of the customer.

4.5 Clear Understanding of Target MarketThese days the restaurant is trying to appeal everyone which is one of the biggest

mistake they are making. Every restaurant needs to focus on who is going to be their

customer rather than focusing in the customer who they want to be their customer.

As per the manager, having the clear understanding helps the business to grow and

earn the profitability. Once you have the clear understanding of the consumer, then

the service, ambience and the food item are designed accordingly in order to meet

the needs of customer. According to Andrews (2018), target market has great

influence on everything starting from preparations of food items to the dining

experience of customer. The restaurant needs to have clear understanding whose

appetite the restaurant fulfils and according to that marketing plan and platform

needs to set. While targeting the market, it is very important to assess potential

customer and oversee what target market they are trying to appeal. So, it is found

that targeting right customer is very important for the success of restaurant business

and enhancing the customer experience.

15201716237 25/3/2019


5.0 ConclusionCustomer satisfaction has always played an important role in achieving the

organizational goal. Based on the research study, the success of restaurant industry

is not just limited to quality food and service but far more beyond that. The customer

seeks the unforgettable and memorable experience which leaves them delighted and

gives them good feeling. The overall appearance of the restaurant inside out,

ambience, music, colour and theme also play an important role in improving the

dining experience of the customer. Among them human touch is very crucial in any

service industry and no one can beat the experience provided by the touch of

human. Furthermore, the restaurant should focus more in providing training to the

employees to improve their performance level and keep them motivated to achieve

the organizational goal. The report has given brief insight about adopting the latest

technologies and current trends to provide exceptional service to the guest.

According to Fultz, Rampoldt & Shaughnessy (2019), there are more than 79% of

people who believes that the technology growth increases the level of convenience

and it is a lot easier for customer to check the menu offered by restaurant via

internet. The potential customer tends to make decision depending upon the

reviews, social media page and mouth to mouth recommendation. Thus, the study

suggest that the Butcher and the Farmer should make the strategy to understand the

needs and wants of the customer in order to improve service quality and provide

memorable experience.

Furthermore, the study suggest that it is impossible for any business to appeal

everyone, so instead of targeting everyone the restaurant need to focus on

appealing the potential who are likely to eat in the restaurant. Gradually, the

restaurant need to focus on all those factors which have positive attitude towards

improving the guest satisfaction level and improving the profitability and image.

The findings of the research study are applicable to those restaurants facing the

same issues as well as to those student and researcher who are seeking more

insight about the same topic. At the end, the trends are constantly changing so does

the needs and wants of the customer. So, it is the responsibility of restaurant

manager to keep up with the changing trends and keeping the restaurant updated

and equipped in order to improve the customer satisfaction.

16201716237 25/3/2019


6.0 RecommendationThe greatest challenges the restaurant business is facing these days are not being

able to keep up with the change in trends, lifestyle of customer and the technological

advancement and Butcher and the Farmer is no exception. In order to improve the

dining experience of the customer and to gain organizational goal, the restaurant

needs to understand the needs and wants of the customer. The BNTF needs to train

the employee to interact with the guest and gain insight about their needs and wants

and the service needs to be provided accordingly. Furthermore, the restaurant needs

to value the contribution provided by the employee towards the organization and

needs continuous appreciation and appraisal to keep them motivated towards work.

Not only that, the manager should keep the restaurant updated with latest

technologies to reach towards the customer and communicate the product and

service that are being offered. The restaurant should keep their customer excited by

constantly updating the menu and offering new product every time they visit the

restaurant.

Therefore, the restaurant should focus not only is providing quality service and food

but also the other factors that might affect the business and can improve the

customer satisfaction level in positive way. The manager should give attention to

small detail which affect the customer satisfaction level and should keep in mind that

small things can make big difference in customer’s satisfaction level.

17201716237 25/3/2019


Reference Akter, S. (2016). Employee Empowerment & Its Impact on Restaurant Business in

Bangladesh. IOSR Journal of Business and Management (IOSR-JBM), 18(2),

01-14. doi: 10.9790/487X-18220114

Andrews, R. (2018). Restaurant Target Market: Find and Understand your USP.

Retrieved from https://restaurant.eatapp.co/blog/target-market-restaurants

Baiomy, A. E., Jones, E., & Goode, M. M. (2017). The influence of menu design,

menu item descriptions and menu variety on customer satisfaction. A case

study of Egypt. Tourism and Hospitality Research, 1467358417708228.

Chiguvi, D. (2017). Impact of Ambiance Conditions on Customer Satisfaction in the

Restaurant Industry; Case Study of Debonairs Pizza Outlets in

Botswana. International Journal of Science and Research (IJSR), 6(2). doi:

10.21275/ART20164140

Custer, T. (2018). How technology is disrupting the restaurant industry - Interbrand.

Retrieved from

https://www.interbrand.com/best-brands/best-global-brands/2018/sector-

overviews/technology-disrupting-restaurant-industry/

Fultz, P., Rampoldt, J., & Shaughnessy, D. (2019). Retrieved from

https://assets.kpmg/content/dam/kpmg/pdf/2016/07/kr-gtl-an-appetite-for-

change.pdf

Gazzoli, G., Hancer, M., & Park, Y. (2012). Employee Empowerment and Customer

Orientation: Effects on Workers' Attitudes in Restaurant

Organizations. International Journal of Hospitality & Tourism

Administration, 13(1), 1-25. doi: 10.1080/15256480.2012.640180

Githiri, M. N. (2016). Influence of Physical Environment on Customer Satisfaction

and Return Intention in Kenyan Rated Restaurants. Asian Journal of Social

Science Studies, 2(1), 11.

Hensley, R. L., & Sulek, J. (2007). Customer satisfaction with waits in multi-stage

services. Managing Service Quality: An International Journal, 17(2), 152-173.

Jawabreh, O., Al Jaffal, T., Abdelrazaq, H., & Mahmoud, R. (2018). The Impact of

Menus on The Customer Satisfaction in Restaurants Classified in Aqaba

Special Economic Zone Authority (ASEZA). Journal of Tourism, Hospitality

and Sports, 33, 29-39.

18201716237 25/3/2019


Knox, S., & Burkard, A. (2009). Qualitative Research Interviews (pp. 4-5). Qualitative

Research Interviews.

Linassi, R., Alberton, A., & Marinho, S. V. (2016). Menu engineering and activity-

based costing: an improved method of menu planning. International Journal

of Contemporary Hospitality Management, 28(7), 1417-1440.

Oktay, E. (2016). A study of the relationship between service atmosphere and

customer loyalty with specific reference to structural equation

modelling. Economic research-Ekonomska istraživanja, 29(1), 706-720.

Pettijohn, C. E., Pettijohn, L. S., & Taylor, A. J. (2004). The relationships between

food service wait staff skills, satisfaction, commitment and their levels of

customer orientation. International journal of hospitality & tourism

administration, 5(2), 43-59.

Prange, J. (2017). Why Your Restaurant Menu Should Always Be Changing.

Retrieved from

https://restaurantsuccess.touchbistro.com/touchbistro-blog/why-your-

restaurant-menu-should-always-be-changing

Pratten, J. D. (2004). Customer satisfaction and waiting staff. International Journal

of Contemporary Hospitality Management, 16(6), 385-388.

Shamoo, A. E., & Resnik, D. B. (2009). Responsible conduct of research. Oxford

University Press.

Simons, H., & Usher, R. (2012). Situated ethics in educational research. Routledge.

Sutton, J., Verginis, C., & Eltvik, L. (2004). Empowerment and customer satisfaction

strategies in multi-cultural hotel restaurant environments: the Dubai

case. Journal of Foodservice Business Research, 6(3), 77-104.

Tobin, E. R., & Huffman, L. M. (2006). Examining the impact of service times on

overall guest satisfaction perception in the casual dining

environment. Hospitality Review, 24(1), 5.

19201716237 25/3/2019

https://restaurantsuccess.touchbistro.com/touchbistro-blog/why-your-restaurant-menu-should-always-be-changing

https://restaurantsuccess.touchbistro.com/touchbistro-blog/why-your-restaurant-menu-should-always-be-changing


APPENDIX

1. Could you please state your position and your responsibility in Butcher and

the Farmer Restaurant?

2. How many years of experience you have in this restaurant?

3. Do you think increasing level of customer’s expectation is making impact on

restaurant business?

4. What are the changes restaurant is making in order to meet the customer

expectation and to improve their dining experience?

5. Out of all changes that the restaurant has made, which do you think is more

effective and helpful in order to improve their dining experience?

6. Does menu impact the guest interest in selecting the restaurant?

7. Do you think improving service quality is enough for creating memorable

experience?

8. What are the current trends that you think should be adopted in order to

improve dining experience of the guest?

9. What is your opinion on restaurants adopting the latest technological trends?

10.Finally, how much would you rate your customer restaurants service culture

out of 10?

20201716237 25/3/2019


INTERVIEW TRANSCRIPTInterviewer: Hello Good afternoon, my name is Elina and I would like to conduct a

small interview session as a part of my School project. Could you please tell me your

position and your responsibility in Butcher and the Farmer restaurant?

Interviewee: Good afternoon Elina, my name is Otakar Novak and I am Assistant

restaurant manager at Butcher and the Farmer restaurant. My responsibilities

include managing the whole restaurant as we do not have restaurant manager,

making rooster, handling functions, managing staff and recruiting staff and many

more.

Interviewer: Could you please tell me how many years of experience you have in

this restaurant?

Interviewee: I am working here since the establishment of this restaurant and it’s

been more than 3 years now.

Interviewer: Could you please tell me more about the increasing level of customer’s

expectation and its impact on restaurant business.

Interviewee: With the change in time and trends, it is getting hard to please the

customer and make them happy and it is impacting on restaurant business

negatively. We are getting lots of negative comments about the service and

restaurant and with each comment we are trying our best to improve service and

provide memorable experience to our guest.

Interviewer: What are the changes that the restaurant is making in order to improve

their dining experience?

Interviewee: First and the most important changes that the restaurant has made is

changing the menu completely. The old items from the menu are completely taken

out and whole new menu with different dishes are created. We started providing

21201716237 25/3/2019


more training to the staff in order to empower them which eventually leads to quality

service.

Interviewer: Out of all changes that the restaurant has made, which do you think is

more effective and helpful in order to improve their dining experience?

Interviewee: Out of all changes I think creating completely new menu has been one

of the effective tool in order to improve the dining experience of the customer. I think

the new menu has given more choices to the customer in terms of vegetable items

as well as meat items and most importantly it is sharing menu.

Interviewer: Does menu impact the guest interest in selecting restaurant?

Interviewee: Definitely and in my opinion, menu plays an important role in decision

making. Everybody loves to go to the place which provides quality food and service.

So, menu is the key selling tools of any restaurant business.

Interviewer: Do you think improving service quality is enough for creating

memorable experience?

Interviewee: In my opinion, improving service quality is one of the main key to

create memorable experience but this only is not enough to create memorable

experience. There are other things like the ambience, food, environment and theme

of the restaurant which aids in creating memorable experience to the guest.

Interviewer: What are the current trends that you think should be adopted in order to

improve dining experience of the guest?

Interviewee: Most important trends that every restaurant and our restaurant need to

follow is keeping updated in social media platform. with the increasing number of

people using social media, it has become one of the biggest platform to reach out to

the people and keeping the guest updated with the information about the restaurant

and service. People are getting more concerned about their health and adopting

healthy food and prefers to visit the restaurant which offers healthy food items.

Interviewer: What is your opinion on restaurants adopting the latest technological

trends?

22201716237 25/3/2019


Interviewee: I think it is always wise to keep updated with the latest technology as it

aids us in managing the restaurant smoothly. We can keep a track of our customer

with the use of latest technology and help in giving personalized service to the

customer.

Interviewer: Finally, how much would you rate your customer restaurants service

culture out of 10?

Interviewee: I will give 9 out of 10 to our restaurant service culture, as we scored

100% mystery customer report in terms of service quality and food.

23201716237 25/3/2019


Consent Form

24201716237 25/3/2019


25201716237 25/3/2019

Date post:	24-Jul-2020
Category:	Documents
Upload:	others
View:	0 times
Download:	0 times

ABSTRACT - files.transtutors.com · Web viewAustralia Pty Ltd, ABN 99 154 93 7 005, HE PRV12209,...

Documents