Project

TEMASEK POLYTECHNIC

School of Engineering

SERVICE QUALITY & MANAGEMENT (EBZ2006)

SUBJECT LEVEL: 2

Project
Title of Project: Interpreting Tampines West McDonalds
using RATER model
Diploma Business Process and Systems Engineering

Tutorial Class TE02

Date 28 / 07 / 2023

Name 1: Douglas Loo

Name 2: Kwan Jia Wei

Name 3: Nathaniel Yeo

Name 4: Loh Wan Ling

Name 5: Xiao Xuan Feng

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 Content Page

Contents
Background Information......................................................................................................................4
Google Reviews Collection..................................................................................................................5
RATER.................................................................................................................................................6
Reviews Consolidation.........................................................................................................................7
Dashboard.............................................................................................................................................8
Comment On Level Of Quality Services...........................................................................................12
Individual Reflections........................................................................................................................13
References..........................................................................................................................................16

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 Background Information

Tampines West Community Club McDonald’s Background:

Tampines West CC McDonald’s is located in a location that is within walking distance from many
neighbourhood schools, including Temasek Poly, St. Hilda’s Secondary, and many more. This
location makes it convenient for students to get a quick bite before they head home or back to
school.

In San Bernardino, California, two brothers named Maurice and Richard McDonald founded
McDonald's in 1940. The initial concept of starting up the restaurant in 1940 was a drive-in
barbecue restaurant, which was then turned into a hamburger and milkshake restaurant in 1948.
Burgers, drinks, pie, and potato chips—later replaced by French fries—were among the foods that
the restaurant intended to produce in large quantities quickly and at a low cost. The meat of the
hamburger was cooked, wrapped ahead of time, and placed under heat lamps. This allows
customers to receive their orders quickly, as the burgers are already premade. Initially, their items
were selling at half price at competing restaurants. Ray Kroc, a kitchen appliance salesman, was
impressed with McDonald’s business model and saw the potential for expansion and growth in the
restaurant. Therefore, he bought the rights to franchise the restaurants nationwide, starting off in
Des Plaines, Illinois. By 1961. Ray Kroc had bought the company entirely and ran it by himself,
making him the most successful travelling salesman. Although Maurice and Richard McDonald
were the ones who created the restaurants, it was arguably Kroc who founded McDonald’s.

Throughout the years, McDonald’s continued to expand both domestically and internationally.
Today, McDonald's is one of the most popular fast-food restaurants in the world. In the early 21st
century, McDonald’s had established around 34,000 outlets across 115 countries. McDonald’s
became the go-to family restaurant, appealing to both adults and children. McDonald’s had faced
difficulties due to concerns about the health effects of consuming fast food, leading to obesity. The
company responded to the concerns by introducing healthier menu choices such as salads and fruits.
This was one of the reasons that led to McDonald’s success, as it was innovative and adaptable to
coming up with new menu items to meet consumer preferences. For example, the introduction of
the "Big Mac" in 1968, the "Happy Meal" in 1979, and even a breakfast menu in 1972 offered
hotcakes, muffins, burritos, and more. Although burgers and fries are the mainstays of McDonald’s
menu, the restaurant has not failed to continuously add new items to cater to diverse tastes and
cultural preferences worldwide.

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 Google Reviews Collection

Gather Google Reviews of this food place

Tampines West CC McDonald’s has an average rating of 4.0/5.0. This indicates that most reviewers
have had a positive experience and are satisfied with their experience. However, it is also valuable
to read the actual reviews and consider the specific comments and feedback provided to get a more
comprehensive understanding of the rating.
Based on all the low ratings, the issue with TP McDonald’s isn’t the bad quality of food or the bad
service attitude. Rather, the issue is with the speed of the overall process being too slow, especially
during lunch or dinner hours.

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 RATER

Break the reviews down into RATER based on the comments and their ratings.

For “Reliability” dimension, the average rating we have collected and calculated is 2.38, and the
median is 2.
For “Assurance” dimension, the average rating we have collected and calculated is 2.58, and the
median is 3.
For “Tangibles” dimension, the average rating we have collected and calculated is 3.2, and the
median is 3.5.
For “Empathy” dimension, the average rating we have collected and calculated is 2.44, and the
median is 2.
For “Responsiveness” dimension, the average rating we have collected and calculated is 1.99, and
the median is 1.

The highest rating is “Tangibles” which has an average rating of 3.2, and a median rating of 3.5.
The lowest rating is “Responsiveness” which has an average rating of 1.99 and a median rating of 1.

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 Reviews Consolidation

Consolidate all these reviews and categorise them into the various dimensions.

We have collected at least 80 reviews on Google for each dimension of the RATER, “Reliability”,
“Ratings”, “Assurance”, “Ratings”, “Tangibles”, “Empathy”, and “Responsiveness”.

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 Dashboard

Rater Dashboard for Tampines West CC McDonald’s

We utilized an Excel pivot chart to craft a comprehensive dashboard for analyzing the
service quality of Tampines West CC McDonald's across the various RATER dimensions.
The RATER dimensions include Reliability, Assurance, Tangibles, Empathy, and
Responsiveness.
To create the dashboard, we first counted the frequency of each rating given by customers,
ranging from 1 to 5, for each RATER dimension. This data was then visualized using
different types of charts, such as bar charts and line charts, to effectively present the
distribution of ratings and highlight any trends or patterns.
The charts for each RATER dimension were consolidated onto a single worksheet to form
the complete dashboard. This allows for a holistic view of the restaurant's service quality
performance across all dimensions.
In order to enhance interactivity and ease of analysis, we incorporated an Excel Slicer
feature into the dashboard. The Excel Slicer provides a user-friendly interface with a set of
buttons representing the count of 1 to 4-star ratings for each RATER dimension within the
pivot table. By selecting one or more buttons, users can dynamically filter and view the
count of ratings for each RATER dimension in real time.
Overall, the Rater Dashboard for Tampines West CC McDonald's provides a powerful
visual tool for understanding customer perceptions and identifying areas of strengths and
improvement within the service quality dimensions. It enables users to easily explore and
analyze the data, making informed decisions and driving continuous improvements in the
restaurant's overall service quality.
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Service Quality RATER Dimensions: Average Ratings and Performance Levels
The bar graph above presents the average ratings and performance levels of various service
quality RATER dimensions for Tampines West CC McDonald's. The graph showcases five
key dimensions: Reliability, Assurance, Tangibles, Empathy, and Responsiveness. Each
bar represents the average rating for the respective dimension, based on customer reviews
and feedback. The colour coding system uses green to indicate excellent performance like
Tangible dimension, yellow for satisfactory performance like Reliability dimension, and
red for areas that require improvement like Responsiveness dimension. Additionally, we
have added Excel Slicer to display a set of buttons that represent unique RATER
dimensions within the pivot table. By selecting one or more buttons, you can easily filter
and display the average ratings of each RATER dimension in real time.

In this analysis, the restaurant's performance is evaluated across these dimensions to gain
insights into its overall service quality. The average ratings help gauge customer
satisfaction with each aspect of the dining experience. Understanding these ratings is
crucial in identifying strengths that can be leveraged to maintain high levels of customer
satisfaction and loyalty. It also highlights areas of improvement that the restaurant can
focus on to enhance the overall service quality and address any potential issues.

By visualizing the ratings and performance levels in this bar graph, decision-makers at
Tampines West CC McDonald's can make data-driven decisions to optimize their service
offerings and continue providing a delightful customer experience. The ultimate goal is to
consistently exceed customer expectations and create a positive and lasting impression for
all patrons.

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VBA Command Buttons at Dashboard Sheet
The first button is to go to the Raw Data Sheet of RATER Tampines West CC McDonald's
Review. Clicking the Command Button can direct the user to the raw data sheet where all
the individual reviews and data related to the RATER dimensions for Tampines West CC
McDonald's are stored. This sheet contains detailed information, including customer
comments, ratings, and other relevant data points.

The second to sixth button is to go to the Screenshots of the individual RATER dimension
of Tampines West CC McDonald's Google Review. These screenshots may be included for
reference or to provide visual context to the data analysis.

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Return to the Dashboard Sheet Button
When the user clicks the Return to Dashboard Command Button, it takes them back to the
dashboard sheet. The dashboard sheet contains summarized information, charts, or key
performance indicators related to the RATER Tampines West CC McDonald's review data.

Comment On Level Of Quality Services

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Comment on the level of quality services for:

The critical dimensions rendered

Reliability: According to the reviews, the outlet's service and food consistency have been a
concern. Some customers mentioned instances of quick service, but others reported
experiencing slow service, leading to dissatisfaction due to extended waiting times.

Assurance: Customers expressed dissatisfaction with the outlet's customer service.

Complaints included incorrect or missing food orders, and some mentioned long waiting
times during peak hours, which negatively impacted their experience.

Tangibles: The outlet's seating arrangement received mixed feedback. While the space was
considered spacious, customers noted limited indoor air-conditioned seating, leading to
crowding during peak hours. Additionally, insufficient cash counters or self-ordering
kiosks contributed to longer waiting times.

Empathy: The customer service was inconsistent, with some customers praising the staff
for their friendliness and respectfulness. However, others felt their requests were ignored,
indicating a need for better training to ensure consistent and attentive service.

Responsiveness: The majority of reviews indicated slow service and instances of missing
items in orders. Customers reported even off-peak orders taking a long time to be served.
The delivery service also faced complaints about extended waiting times, and customers
found the customer service response unsatisfactory.

The dimensions of service that require improvement.

Reliability: To enhance reliability, the outlet should implement rigorous order-checking

processes before serving or delivering orders. This will help prevent incorrect or missing
items, leading to a better overall customer experience.

Responsiveness: To improve responsiveness, the outlet must prioritize the maintenance of

self-ordering kiosks to avoid any breakdowns. This will help streamline the ordering
process and reduce waiting times.

Individual Reflections
Individual Reflections (from each member of the group)
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Please include a short paragraph of your personal reflections (2-3 sentences)

Douglas Loo:
The project aimed to assess and interpret customer experience by using RATER and visualize the
reviews by designing a chart for interpretation. This reflection discusses the process, challenges,
and outcomes of the project, highlighting how these tools were useful in enhancing service quality.

RATER, which stands for Reliability, Assurance, Tangibles, Empathy, and Responsiveness, served
as a comprehensive framework to evaluate various aspects of service quality at Tampines West
McDonald's.

Reliability: Reliability measures how consistent Tampines West McDonald's is in providing its
services, assessing how well-defined their procedures are for handling similar issues and how
consistently their staff follow these procedures when dealing with different customers at different
times.

Assurance: This refers to the level of confidence the customer has in Tampines West McDonald's.
It's about how certain the customer feels that they will receive the service they requested.

Tangibles: Tangibles focus on the outward appearance and aesthetics of Tampines West
McDonald's, including aspects such as the cleanliness and ambiance of the place, the appearance of
the staff, and the place.

Empathy: Empathy gauges how well the Tampines West McDonald's understand and relate to the
customers' perspectives and feelings.

Responsiveness: Responsiveness indicates how quickly Tampines West McDonald's addresses the
needs, requests, and inquiries of customers.

Conclusion: The project proved to be a valuable initiative in interpreting customer experience. The
application of the RATER provides a comprehensive understanding of service quality dimensions.

Kwan Jia Wei:

Overall, I feel that the RATER dimension project is instrumental in shaping the approach
to service quality. It revealed areas that require further attention and investment.
In conclusion, the RATER dimension study project is a transformative experience. I found
out that using this framework can provide us with a structured approach to evaluate and
improve our service quality. By embracing the RATER framework, valuable insights can
be gained to drive an organization’s commitment to delivering exceptional customer
experiences.
Nathaniel Yeo:
Initially, we faced several difficulties trying to do this project such as learning how to use
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the RATER system and implementing models using Excel. Thankfully, our teacher had
taught us basic SQM skills we could implement to show how to analyze the business
process of a given company (in our case, Tampines West McDonalds’), and use them to
identify areas of improvement.

Similarly, we also learned how to use dashboards in Excel to analyze the data we collected
quickly without having to read through all of it, which would be time consuming.

There were other issues that came about; a lack of time to meet as a group as I had a
different schedule to the rest of my group, but we were able to manage our time between
this and other projects as well. Overall, this subject allows me to learn what service quality
management and evaluation is, implement it in a real-world scenario, and how to improve
the process in said case study.

Loh Wan Ling:

This subject has allowed me to gain valuable insight about how a company customer
service impacts their customers’ satisfaction. Service Quality And Management has taught
me effective ways to look into the company processes and identify areas for improvement.

One of the key takeaways from accomplishing this project is the deepened understanding
on how to improve customer service by conducting a research and analyzing actual
customer reviews on Google. We gather reviews and categorize them to different
dimension of what we have learnt in this subject using RATER, “Reliability”,
“Assurance”, “Tangibles”, “Empathy”, and “responsiveness”. By looking through all the
reviews, we were able to gain real world perspectives on problems customers face. The
five dimensions of the RATER tools helped us organize and breakdown all the feedback
efficiently and allows us to analysis all the reviews with much ease. By doing so, we are
able to gain a clearer understanding of the strengths and weaknesses of a company’s
customer service. After analysis of all the weaknesses in the company, we are able to plan
out improvement needed to strengthen the company processes.

In this project, we also used Excel to categorize our data and to create dashboard. I find
that by creating a dashboard, it helps us better analyze data in a short period of time,
instead of going through and reading through all the review one by one.

I feel that our time management for this project is alright, despite having to juggle with
other projects that we have. Even though there were some challenges on this project, for
example the feedback was contradicting as some of them were good but some of the
reviews were also bad. However, I am glad that this subject can allow me to figure out how
to analyze the overall feedback by using RATER, it is an effective tool in this project.
Overall, this subject has broadened my knowledge of service quality evaluation and
management.

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Xiao Xuan Feng:
Throughout the project, I gained valuable insights from the service quality analysis. Using
the 5 Dimensions tool, I learned to assess service quality by examining various functional
aspects rather than just contact points. However, I faced communication challenges within
the group as many members were unresponsive on WhatsApp, hindering our progress. To
overcome this, I empathised with my teammates and took on a more proactive role,
contributing extensively to the project. This experience not only improved my teamwork
and communication skills but also enhanced my understanding of service quality
assessment using different methodologies. It taught me the significance of adaptability and
cooperation when working in a team and the importance of seeking alternative approaches
to achieve project deliverables effectively.

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 References

1. E. K. Yarimoglu, “A review on dimensions of service quality models - jmm-net.com,” A

Review on Dimensions of Service Quality Models,
http://jmm-net.com/journals/jmm/Vol_2_No_2_June_2014/5.pdf (accessed Jul. 21, 2023).
2. F. Dwita, “(PDF) the effect of moment of truth, service quality and customer ...,” The Effect
of Moment of Truth, Service Quality and Customer Satisfaction on Customer Loyalty,
https://www.researchgate.net/publication/367002022_The_Effect_of_Moment_of_Truth_Se
rvice_Quality_and_Customer_Satisfaction_on_Customer_Loyalty (accessed Jul. 21, 2023).
3. “McDonald’s,” Encyclopædia Britannica, https://www.britannica.com/topic/McDonalds
(accessed Jul. 21, 2023).

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