SERVICE QUALITY

Unit Objectives

▪ Explain the importance of quality in service.

▪ Illustrate the ways to satisfy customers.
▪ Deal with customers and incidents
professionally.
▪ Handle complaint effectively.
 Unit Topics

▪ The importance of quality service

▪ What is service
▪ Importance of service
▪ Service components
▪ The server
▪ Customer satisfaction
▪ Interpersonal skills
▪ Dealing with incidents
▪ Customer relations
▪ Handling complaints
 The Importance of Service Quality

▪ Managers faces an increasingly

sophisticated customer who are
increasingly difficult to satisfy.
▪ They compare the difference
between their expectations and
the product they experience. If the
restaurant exceeds their
expectations then they will be
▪ satisfied.
If the restaurant does not deliver, then there is a gap between
the expectations and the perceived characteristic of the
service or product delivered.
 Service

▪ Service is a critical ingredient in a restaurant’s

recipe for success. Guests often have different
expectations for service, depending on the kind of
establishment they visit.
▪ Cleanliness, consistency, and friendly, competent
service may bring customers back to the
restaurants, but guests’ expectations for service
are much higher for fine dining establishments.
▪ In addition to delicious food and elegant décor,
guests expect the service to enhance a fine dining
experience. It is the “added value” that guests
expect from fine dining restaurants.
 What Actually is Service?

Service is defined as a combination of:

▪ Attitude
▪ Common sense
▪ A strong desire to do a good job
▪ A cheerful smile and good grooming
▪ Making people happy and feel good
▪ Always a cheerful “Yes” and never a “No”
▪ Co-operation and a willingness to help other
co-workers do their job
▪ Serving with courtesy and efficiency all the time
 Personal Qualities for Server

▪ Must like and enjoy serving people

▪ Must be cooperative
▪ Must be capable and reliable
▪ Must be healthy
▪ Must be able to accept criticism and retain
composure
▪ Must be able to smile even in the face of adversity.
SMILE IS A MUST.
▪ Must master the art of Social Skills
 The Importance of Service

▪ Service is vital ingredient in a restaurant’s success and

guests often have different expectations for the kind of
service, the cleanliness of the establishment, consistency
of the quality of food and drinks and the friendliness of the
service personnel
▪ Service is the essential link between the customer and the
food, drinks and other services offered in an
establishment.
▪ The server is the lived advertisement to the customer of
the establishment.
▪ Although the components of service may seem intangible,
poor service can drive away customers, even if the rest of
the dining experience is excellent. For that reason, the
entire staff needs to be aware of the service components,
guidelines, protocol and etiquette.
The Importance of Service Quality

Good service Bad service

 The Importance of Service Quality

Quality is a race without a finishing line.

Customer Satisfaction
 Factors that Affects
Customer Satisfaction
▪ Welcome, décor and ambiance
▪ Level of efficiency in taking reservation / reception
▪ Location of table
▪ Presentation and cleanliness of the menu
▪ Recognition of the host
▪ Availability of dishes
▪ Speed and efficiency service
▪ Quality of food and drinks
▪ Courtesy and friendliness of staff
▪ Observance of the standard service
▪ Obtrusiveness / attentiveness of staff
▪ Handling of complaints
▪ Bidding goodbye
Interpersonal Skills
 Interpersonal Skills

Interpersonal Skills is the interaction between the

guest and the server in the “Sequence of Table
Service”
Things to observe when talking with guest:
▪ Talk to other member of the staff ONLY after excusing
oneself
▪ Do not Interrupt the interaction between customer and
staff
▪ Do not serve customer while talking to others
▪ Do not talk across the room
 Addressing Customers

▪ “Sir/Maam” should be used

when the name of the
customer is not known
▪ If the name is known, guest
must be address by its
family name.
▪ If the guest has a title, it is
appropriate to address the
guest by its title.
▪ Greeting such as “Good
afternoon” (as in the case
maybe) must be the
standard when in contact
with guest
 Dealing with Incidents

When an unforeseen incident arises, it must be

handled promptly and efficiently without causing
any disturbance to the other dining customer in the
restaurant.
Quick action will soothe any irritation of the
customer and if handled properly will ensure a
return visit to the establishment
Complaint of any nature should be referred
immediately to the Supervisor or Manager
In case of accidents, which an outside assistance is
NOT needed an incident report must be made by
the Manager, signed by the people involved and
kept on file for future reference
 The Oscars

The Academy Awards, informally known as

The Oscars, are a set of awards given
annually for excellence of cinematic
achievements. The awards were first given
in 1929.
As one of the most prominent award
ceremonies in the world, the Academy
Awards ceremony is televised live in more
than 100 countries annually.
It is also the oldest award ceremony in the
media; its equivalents, the Grammy Awards -
Music, Emmy Awards - Television, and
Tony Awards - Theater
 Dealing with Incidents

Spillages

Causes: Accident or Negligence

▪ By the server
▪ By the guest
 Dealing with Incidents

Returned Food

Reasons:
▪ Wrong order delivered
▪ Poor presentation
▪ Food is not cold/hot enough
▪ Sanitation (objects in food)
Dealing with Incidents

Lost property
Dealing with Incidents

Illness
Dealing with Incidents

Alcohol
Over-Consumption
Dealing with Incidents

Unsatisfactory
Appearance
Dealing with Incidents

Dealing
with Children
Dealing with Incidents

Lost Children
Dealing with Incidents

Customer Mobility
Dealing with Incidents

Blind & Partially

Sighted Customers
Dealing with Incidents

Customers with
Communication Difficulties
 Recording Incidents

▪ Place
▪ Date
▪ Time
▪ Nature of incident
▪ Individual, signed reports from those
concerned
▪ Action taken
▪ Name, address and phone number of the
customer involved, and also of the staff
involved
 Customer Relations

Is an interactive process between the customer and

the service giver, the purpose of which is to satisfy
customer needs and wants
 Components of Customer Service

Yourself
▪ Role and self-concept
▪ Competence, knowledge, skills, attitude and values
▪ Interpersonal relationship
The Company
▪ Company image
▪ Product and services
▪ Intra-organizational teamwork
The Customer
▪ Needs and wants
▪ Expectations to your company’s concern
 Customer Relations

1. Recognize the symptoms of a deterioration in

customer relations
▪ Increasing complaints about products/staff
▪ Arguments between staff
▪ Increasing accidents
▪ Poor staff morale
▪ Mistakes by staff
▪ Breakages or shortages of equipment
▪ Guests arriving without prior bookings being noted
▪ High turnover of staff
 Customer Relations

2. Minimizing customer relations problems

▪ Why is that member of staff not smiling or being
courteous to customers
▪ What are the problems of each department in
working with other departments
▪ How does each department’s problem affect the
others
▪ What are the difficulties that a customer could
experience?

▪ Is the emphasis in the work areas put on the

customer?
 Customer Relations

2. Minimizing customer relations problems (continued)

▪ What problems can be solved by physical changes?

▪ What problems exist because information to
customers is insufficient?
▪ Are members of staff given enough information about
the establishment and locality before they meet
customers?
▪ Are foreseen problems minimized?
▪ Are members of staff informed of set procedures for
foreseen problems
 Customer Relations

2. Minimizing customer relations problems (continued)

▪ Are complaints used as an opportunity to show care

for customers
▪ Are there set procedures for dealing with
complaints
▪ Are there set procedures for dealing with difficult
customers
▪ How can staff be encouraged to identify and propose
solutions for their problems?
 Handling Complaints

▪ Do not interrupt the customer.

▪ Apologize.
▪ Restate the complaint briefly back to the customer to
show you have listened and understood.
▪ Agree by thanking the customer for bringing the matter
to your attention
▪ Act quickly, quietly and professionally
 Handling Complaints

Never

▪ Lose your temper

▪ Take it personally
▪ Argue
▪ Blame another member of staff or
another department.
Valid complaints provide important feedback for the
management and should be used to improve service