Respecting courtesy the companion waited until the customers meal had arrived before eating, but during the waiting period, the companions meal had cooled. However, the meals were artistically and arranged and pronounced delicious by both customers. While consuming the meal, the customers glass of complimentary tap-water was not refilled unless she specifically requested it. After the meal was consumed both customers went to pay at the counter where they discovered that the hot chocolate, despite not having been ordered or consumed, had been added on the total of the bill. After some dissent, the hot chocolate was removed from the bill, but it served to cast a pall over the experience as a whole.
The SERVQUAL model created by Valarie A. Zeithaml, A. Parasuraman and Leonard L. Berry in 1988 will be used to analyse the scenario to identify service failures. This model has long been used to determine the difference between and organisations service performance and customer service quality needs (Fedoroff, P. N.D.) The five quality gaps are: Management Perception gap (Gap 1), Marketing gap (Gap 2), Service Quality Specification gap (Gap 3), Service Performance gap (Gap 4) and Consumer Expectation gap (Gap 5).
The naïve expert customer entered the restaurant based on personal needs and expected a certain level of service from past experiences dining in other restaurants. The customer experienced Gap 5 of the SERVQUAL model; described to be the difference between customer expectations and service providers perceptions of service rendered, Fitzsimmon & Fitzsimmon (2001). This gap seemed to have been largely contributed to by a service performance gap because actual delivery of service did not seem to meet specifications set by management (Gap 3).
An analysis of service using RATER principles from the customers perspective to determine why Gap 3 contributed to Gap View More »