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Measure the service quality in the Shatin Saint's Alp Teahouse by using the SERVQUAL survey model.

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Introduction

ABSTRACT The purpose of this report is to measure the service quality in the Shatin Saint's Alp Teahouse by using the SERVQUAL survey model. It was hoped that the questionnaire might act as an information tool, highlighting the potential problem of the company, and providing some recommendations to the company for improvement. BACKGROUND Saint's Alp (International) Company Limited opened the Hong Kong first Saint's Alp Teahouse in July 1994.Being the premier purveyor of the finest Taiwanese Teahouse, Saint's Alp has indeed brought a new flare to the local food and beverage scene as well as the art of tea appreciation. Now, there are 39 Saint's Alp Teahouses in Hong Kong. Overall Findings The questionnaire included 23 questions designed to capture respondents' views on expectations of service, perceptions of the services provided by Shatin Saint's Alp Teahouse and thus any gap between the two. Respondents were asked to score each question on a scale from 1 to 7 where 1 represented low opinions of service and 7 high opinions. 40 useable questionnaires were returned for analysis There are 60 % of respondents fall in the 16-20-age category. Males and females were almost equally represented with 60% female and 40% male participation. According to the survey and the our observation we conducted, we find the following problems: Tangibility: It includes the physical appearance of the service facility, the equipment, the personnel, and the communication materials. ...read more.

Middle

4. The Teahouse should make improvement, especially if the dishes need longer time to prepare, they had better informed the customers when placing their ordering. Assurance 1. The company should provide training for their employees about the restaurant environment, product knowledge, and also case studies about how to deal with customer's need. 2. There are two main ways to reduce the above problems. First, the number of table can be reduced from 31 to 22. Then the environment will be less crowed, safety problems will also be improved. 3. The company can review its recruitment criteria to employ some elaborators who are polite in work. It should set the minimum requirement of courtesy to let the staff understand the importance of politeness, and remind them to attain this required level. Reliability 1. Set up clear division of labor: ask one or two employees to deal with the "waiting" issue. For example, one employee is responsible for two jobs: cashier and handle the waiting customers. 2. Implement "first-come-first-served" policy: customers who come earlier will have seats first. We may distribute tickets (with numbers) to customers and identify their orders. 3. We could smooth demand by providing "teatime" at a cheaper price during non-peak hours. The price incentive would attract customers to come and the demand would rise within this period. The demand would fall during peak hours on the contrary. 4. The Teahouse should prepare adequate amount of food. ...read more.

Conclusion

3. Give menus to the customers - Employees need to give enough menus for customers. - Employees need to introduce the menus to customers. - Employees need to make sure that customers have enough time to read the menu. 4. Employees take orders for the customers - Employees need to write down the order carefully and accurately. - Employees need to repeat the orders to the customers. 5. Customers wait for the food - Employees need to inform the customers about the approximate waiting time for the delivery of food. - Employees need to apology customers when the waiting time is too long. 6. Employees prepare the food for the customers - More employees need to help cooking so that food can be done efficiently 7. Employees deliver the food for the customers - Employees need to tell customers what is delivered. - Employees need to memorize the table number. 8. Customers pay the bill - At least one employee must be responsible for the cashier work. - Employees need to count the bill accurately. - Employees need to say "Thank You" to customers after they leave. 9. Employees clean the table Employees need to clean the table quickly and thoroughly. Conclusion To conclude, Saint's Alp Teahouse actually has good brand name in customers' heart. According to our findings in the survey, customers generally have high expectation of its service. Therefore, if Shatin Saint's Alp Teahouse can follow the proposal we suggested to improve its service, it can minimize the customer gap and establish goodwill in the market. 1 ...read more.

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