Content
1.0 Introduction........................................................................................1
2.0 Service Package...............................................................................2-3
3.0 Service Blueprint.............................................................................3-4
3.1 Service Improvement......................................................................4-5
4.0 Dimensions of service quality.........................................................5-6
5.0 Walk Through Audit.......................................................................6-7
5.1 Service Gaps Model.........................................................................7-8
6.0 Recommend.........................................................................................9
7.0 References..........................................................................................10
8.0 Appendices...................................................................................11-12
SG2037 1
Case Study
1.0 Introduction
Pizza Hut company is the world's largest restaurant group - the global restaurant group Yum, Yum currently has more than 32,500 family restaurant chain in more than 100 countries worldwide, is a global leader in multi-brand restaurant industry collection. Appearance of the roof as a significant sign of the restaurant Pizza Hut, now the world's largest pizza chain monopoly. 1958 American young brothers Frank and Dan Camey, borrowed $ 600 from his mother in the United States Wichita opened the first Pizza Hut restaurant. 1968 Pizza Hut opened its first overseas branch in Canada, from the beginning to the international market. In more than one hundred countries around the world, received more than 4.00 million digits of customers every day, more than 1.7 million pizzas baked. Pizza Hut has a restaurant on turnover and the number is rapidly becoming the world's first pizza restaurant chain enterprises.
2.0 Service Package
Service Package is supporting facilities, including aids to achieve the interests of dominant and recessive constitution, emphasizing the nature of the service. Usually "Service Package" by the four parts together constitute: supporting facilities, ancillary items, the dominant service, hidden services. Supporting facilities
The general election will be in place and convenient transportation, easy access to the place, its facilities generally have rules and regulations signage, advertising licensing legislation, the introduction of new products, toilets, childers's toys. Pizza Hut has a uniform appearance of the image, unified identity, unified management standards. It is a prominent personality in the physical market, with a consistent and unified cultural SG2037
2
channel concept. These areas of planning and design, and related hardware are designed
to
provide
high-quality
value-added
services
to
customers(Willian B. Martin, Ph.D, 1996), so that customers are fully satisfied on the senses, thereby greatly increasing the likelihood of customers to buy the brand. Auxiliary product content
Including children's toys, the latest packages and so on. Customers who purchase and consumption of material goods, the product on the market presents specific form, but also to meet consumer demand and a particular form, is realized in the form of core products. Usually by level of quality, product features, product design and product packaging, only the best products to maximize meet customer needs. Dominant service
Professional areas: beef products to go through more than 40 quality checks; over a certain period after food preparation, they do not sell discarded. Meatloaf provisions must be elected by the 83% and 17% of shoulder pork meat mixed so. Strict standards so that customers at any time, any place the food tasted the same quality of Pizza Hut. Recessive Service
Positive initiative of sales and service staff attitude and level of service for communicating with customers, work quickly to complete a meal. Provide targeted services and care services are recommended by the most basic services.
3.0 Service Blueprint
Service blueprint with intuitive, easy communication, easy to understand the advantages and encourage enterprises a comprehensive, in-depth and accurate understanding of the services provided, the process of design services targeted to better meet the needs of customers. Help enterprises establish and improve the service operating procedures, clear service responsibilities, and conducting staff training. Will make it clear what the task, which employees play a key role in the service, the organization will see the depths of the internal behavior associated with the first SG2037
3
service between the effects. Help enterprises to effectively guide customers to
participate and play an active role in the service process, a clear focus on quality control activities and enable service delivery process more reasonable. Process helps to identify the service provider point of failure and weakness, improve service quality.
SG2037 4
SG2037
5
4.0 Dimensions of service quality
Five dimensions of service quality model is currently the most widely used service quality evaluation model, by A. Parasuraman, L. Berry and Zeithaml, L. Three scholars in the 1988 investigation to get(Cronin Taylor, 1994). The theory for the evaluation of the quality of service sets the following targets: reliability, responsiveness, security, empathy and tangibles. Dimension Ⅰ: Reliability
Reliability refers to service enterprises reliable, accurate ability to fulfill commitments. Pizza Hut will act in accordance with the customer service expectations of services, time arrangements, error-free implementation of the commitments. When customers encounter difficulties, the staff will express concern and help. Dimension Ⅱ: Response
Refers to the rapid response to customers needs. Pizza Hut meal will try to shorten the waiting time of customers, the service when problems arise, the staff will be the fastest to solve the problem. And will inform the customer service packages provide a specific time. Dimension Ⅲ: Security
Security refers to the ability of employees to express trusted knowledge and rational attitude. Including skills to provide services to customers respect and etiquette, always pay attention to customer needs, and timely and effective communication. Pizza Hut employees and the company will provide appropriate support to enable them to provide better service. Dimension Ⅳ: Empathy
Empathy refers put ourselves for the sake of customers and pay special attention to the individual customer. Service personnel need to have the ability to be close to customers, and the sensitivity of customer demand for the new. Pizza Hut will offer a separate service for the customers. Such as pregnant women or people with SG2037
6
disabilities. Time Pizza Hut and services provided meet the needs of customers. Dimension Ⅴ: Tangibles
Tangible refers to facilities, equipment, personnel, and physical and other promotional materials. Pizza Hut employees have uniform clothing, has modern facilities and services to match. And detailed information on their own.
5.0 Walk Through Audit
Because the customer is a participant in the service process and his or her impression of the quality of service is affected by a number of observations. Environmental audit is a systematic review of customer service as a useful management tool provided by the view(Parasuraman, Zeithaml, Berry, 1992). From the walk-through audit sample questions, these questions cover nine categories of variables: 1) maintenance items, 2) person-to-person service, 3) waiting, 4) table and place settings, 5) ambiance, 6) food presentation, 7 ) check presentation, 8) promotion and suggestive selling, and 9) tipping.
In assessing the reliability of audit procedures used when the client system, the auditor for the steps to check the accounting system, as well as the reliability of the internal control procedures, know the final location of the project. It can identify those major
factors
directly
related
to
the
customer's
satisfaction
or
dissatisfaction(Blackwell and Steinbach,1999), based on measurements and statistical data of the customer view of these factors, and then get a comprehensive customer satisfaction information.
The chart below is a walk through audit:
Walk through audit conducted by:__________________________________________ Building: _____________________________________________________________ Building Address: ______________________________________________________ Facility Manager or Building Contact:______________________________________ Type of Building : ______________________________________________________ SG2037
7
Primary Objective: _____________________________________________________
5.1 Service Gaps Model
Gap analysis model to guide managers find the root cause of quality problems caused and look for appropriate measures to eliminate the gap. Gap analysis is a direct and effective tool that can detect differences between service providers and customers on the concept of service exist. These gaps are clearly develop strategies, tactics, and to ensure consistent quality and realistic expectations of the quality of the theoretical basis. This will give the customer a positive evaluation of the quality and improve customer satisfaction.
There are five factors gaps in service, Gap 1 - understand customer expectations; Gap 2 - Not Choosing the right service design and standards; Gap 3 - failure to provide standard services; Gap 4 - service delivery and external commitments not match. Gap 5 - that is, the gap between customer expectations and customer perception of services.
According to the survey report shows that each region has its own culture and SG2037
8
customs are different, but the concept is the same as Pizza Hut. Responsible for some of the region do not understand the local customs and understand customer expectations, resulting in some of the dissatisfaction of customers. Some ideas and Pizza Hut customs service design and standards are not the same, but the person in charge did not go according to local concept design, so I chose the wrong cause some dissatisfaction. Sometimes Pizza Hut advertising materials do particularly sharp, but did not reach the customer would expect when you go to buy, so customers will be a bit disappointed. In some places, Pizza Hut delivery and external commitment to service does not match, resulting in a lot of doubts about its customers. Finally, when customers go to Pizza Hut when customer expectations with external commitments may be so, but really to feel Pizza Hut, customer perception gap between concept and felt the service, it will be very disappointed.
6.0 Recommend
With the continuous development of society, businesses are developed to saturation stage. Today's fast-food industry is Pizza Hut, McDonald's and KFC three dominant. Strong competitors, so they had to develop their own advantages. Such as Pizza Hut has been done to fulfill commitments to customers and constantly improve enterprise system, and strive to meet customer needs in order to ensure that Pizza Hut position in the fast food industry. First, Pizza Hut to understand the culture of each region, according to the different cultures and flavors that are suitable for local customers taste. And combined with the local culture, the development of consistent design and service concept. For example, some ethnic groups do not eat beef, they believe the cow is sacred, so to make compliance with customs food. So, Pizza Hut to develop and implement new service strategies to ensure that they meet customer needs.
SG2037 9
7.0 References
Willian B. Martin, Ph.D, 1996: Managing Quality Customer Service .
Blackwell, SA, Steinbach SL, Barnes J. H, Garner, DW and Bush, V. The Antecedents of Customer Loyalty[J]. Journal of Service Research, 1999, (1)
Parasuraman, Zeithaml, Berry. SERVQUAL,A Multiple – Item Scale for Measuring Consumer Perceptions of Service Quality [J]. Journal of Retailing, 1988，64，1 (Spring)：12-40.
Cronin, Taylor. Measuring Service Quality : A Reexamination and Extension [J]. Journal of Marketing, 1992, (56): 55-68.
CroninTaylor. Servqual Versus SERVQUAL:Reconciling Performation Based and Perception – Minus – Expectations Measurement of Service Quality[J] . Journal of Marketing ，1994，（54）：125-131. SG2037
10
Dotchin, John, and John S. Oakland. "Total Quality Management in Services: Part 1: Understanding and Classifying Services." International Journal of Quality and Reliability Management 11, no. 3 (1994): 9–26.
Verma, Rohit. "An Empirical Analysis of Management Challenges in Service Factories, Service Shops, Mass Services, and Professional Services." International Journal of Service Industry Management 11, no. 1 (2000).
Mamman, A. (1996). Workforce diversity: A diverse employee in a changing workplace.Organization Studies,17(3), 449–477.
SG2037 11
About our services
SG2037 12
SG2037 13
Content
1.0 Introduction........................................................................................1
2.0 Service Package...............................................................................2-3
3.0 Service Blueprint.............................................................................3-4
3.1 Service Improvement......................................................................4-5
4.0 Dimensions of service quality.........................................................5-6
5.0 Walk Through Audit.......................................................................6-7
5.1 Service Gaps Model.........................................................................7-8
6.0 Recommend.........................................................................................9
7.0 References..........................................................................................10
8.0 Appendices...................................................................................11-12
SG2037 1
Case Study
1.0 Introduction
Pizza Hut company is the world's largest restaurant group - the global restaurant group Yum, Yum currently has more than 32,500 family restaurant chain in more than 100 countries worldwide, is a global leader in multi-brand restaurant industry collection. Appearance of the roof as a significant sign of the restaurant Pizza Hut, now the world's largest pizza chain monopoly. 1958 American young brothers Frank and Dan Camey, borrowed $ 600 from his mother in the United States Wichita opened the first Pizza Hut restaurant. 1968 Pizza Hut opened its first overseas branch in Canada, from the beginning to the international market. In more than one hundred countries around the world, received more than 4.00 million digits of customers every day, more than 1.7 million pizzas baked. Pizza Hut has a restaurant on turnover and the number is rapidly becoming the world's first pizza restaurant chain enterprises.
2.0 Service Package
Service Package is supporting facilities, including aids to achieve the interests of dominant and recessive constitution, emphasizing the nature of the service. Usually "Service Package" by the four parts together constitute: supporting facilities, ancillary items, the dominant service, hidden services. Supporting facilities
The general election will be in place and convenient transportation, easy access to the place, its facilities generally have rules and regulations signage, advertising licensing legislation, the introduction of new products, toilets, childers's toys. Pizza Hut has a uniform appearance of the image, unified identity, unified management standards. It is a prominent personality in the physical market, with a consistent and unified cultural SG2037
2
channel concept. These areas of planning and design, and related hardware are designed
to
provide
high-quality
value-added
services
to
customers(Willian B. Martin, Ph.D, 1996), so that customers are fully satisfied on the senses, thereby greatly increasing the likelihood of customers to buy the brand. Auxiliary product content
Including children's toys, the latest packages and so on. Customers who purchase and consumption of material goods, the product on the market presents specific form, but also to meet consumer demand and a particular form, is realized in the form of core products. Usually by level of quality, product features, product design and product packaging, only the best products to maximize meet customer needs. Dominant service
Professional areas: beef products to go through more than 40 quality checks; over a certain period after food preparation, they do not sell discarded. Meatloaf provisions must be elected by the 83% and 17% of shoulder pork meat mixed so. Strict standards so that customers at any time, any place the food tasted the same quality of Pizza Hut. Recessive Service
Positive initiative of sales and service staff attitude and level of service for communicating with customers, work quickly to complete a meal. Provide targeted services and care services are recommended by the most basic services.
3.0 Service Blueprint
Service blueprint with intuitive, easy communication, easy to understand the advantages and encourage enterprises a comprehensive, in-depth and accurate understanding of the services provided, the process of design services targeted to better meet the needs of customers. Help enterprises establish and improve the service operating procedures, clear service responsibilities, and conducting staff training. Will make it clear what the task, which employees play a key role in the service, the organization will see the depths of the internal behavior associated with the first SG2037
3
service between the effects. Help enterprises to effectively guide customers to
participate and play an active role in the service process, a clear focus on quality control activities and enable service delivery process more reasonable. Process helps to identify the service provider point of failure and weakness, improve service quality.
SG2037 4
SG2037
5
4.0 Dimensions of service quality
Five dimensions of service quality model is currently the most widely used service quality evaluation model, by A. Parasuraman, L. Berry and Zeithaml, L. Three scholars in the 1988 investigation to get(Cronin Taylor, 1994). The theory for the evaluation of the quality of service sets the following targets: reliability, responsiveness, security, empathy and tangibles. Dimension Ⅰ: Reliability
Reliability refers to service enterprises reliable, accurate ability to fulfill commitments. Pizza Hut will act in accordance with the customer service expectations of services, time arrangements, error-free implementation of the commitments. When customers encounter difficulties, the staff will express concern and help. Dimension Ⅱ: Response
Refers to the rapid response to customers needs. Pizza Hut meal will try to shorten the waiting time of customers, the service when problems arise, the staff will be the fastest to solve the problem. And will inform the customer service packages provide a specific time. Dimension Ⅲ: Security
Security refers to the ability of employees to express trusted knowledge and rational attitude. Including skills to provide services to customers respect and etiquette, always pay attention to customer needs, and timely and effective communication. Pizza Hut employees and the company will provide appropriate support to enable them to provide better service. Dimension Ⅳ: Empathy
Empathy refers put ourselves for the sake of customers and pay special attention to the individual customer. Service personnel need to have the ability to be close to customers, and the sensitivity of customer demand for the new. Pizza Hut will offer a separate service for the customers. Such as pregnant women or people with SG2037
6
disabilities. Time Pizza Hut and services provided meet the needs of customers. Dimension Ⅴ: Tangibles
Tangible refers to facilities, equipment, personnel, and physical and other promotional materials. Pizza Hut employees have uniform clothing, has modern facilities and services to match. And detailed information on their own.
5.0 Walk Through Audit
Because the customer is a participant in the service process and his or her impression of the quality of service is affected by a number of observations. Environmental audit is a systematic review of customer service as a useful management tool provided by the view(Parasuraman, Zeithaml, Berry, 1992). From the walk-through audit sample questions, these questions cover nine categories of variables: 1) maintenance items, 2) person-to-person service, 3) waiting, 4) table and place settings, 5) ambiance, 6) food presentation, 7 ) check presentation, 8) promotion and suggestive selling, and 9) tipping.
In assessing the reliability of audit procedures used when the client system, the auditor for the steps to check the accounting system, as well as the reliability of the internal control procedures, know the final location of the project. It can identify those major
factors
directly
related
to
the
customer's
satisfaction
or
dissatisfaction(Blackwell and Steinbach,1999), based on measurements and statistical data of the customer view of these factors, and then get a comprehensive customer satisfaction information.
The chart below is a walk through audit:
Walk through audit conducted by:__________________________________________ Building: _____________________________________________________________ Building Address: ______________________________________________________ Facility Manager or Building Contact:______________________________________ Type of Building : ______________________________________________________ SG2037
7
Primary Objective: _____________________________________________________
5.1 Service Gaps Model
Gap analysis model to guide managers find the root cause of quality problems caused and look for appropriate measures to eliminate the gap. Gap analysis is a direct and effective tool that can detect differences between service providers and customers on the concept of service exist. These gaps are clearly develop strategies, tactics, and to ensure consistent quality and realistic expectations of the quality of the theoretical basis. This will give the customer a positive evaluation of the quality and improve customer satisfaction.
There are five factors gaps in service, Gap 1 - understand customer expectations; Gap 2 - Not Choosing the right service design and standards; Gap 3 - failure to provide standard services; Gap 4 - service delivery and external commitments not match. Gap 5 - that is, the gap between customer expectations and customer perception of services.
According to the survey report shows that each region has its own culture and SG2037
8
customs are different, but the concept is the same as Pizza Hut. Responsible for some of the region do not understand the local customs and understand customer expectations, resulting in some of the dissatisfaction of customers. Some ideas and Pizza Hut customs service design and standards are not the same, but the person in charge did not go according to local concept design, so I chose the wrong cause some dissatisfaction. Sometimes Pizza Hut advertising materials do particularly sharp, but did not reach the customer would expect when you go to buy, so customers will be a bit disappointed. In some places, Pizza Hut delivery and external commitment to service does not match, resulting in a lot of doubts about its customers. Finally, when customers go to Pizza Hut when customer expectations with external commitments may be so, but really to feel Pizza Hut, customer perception gap between concept and felt the service, it will be very disappointed.
6.0 Recommend
With the continuous development of society, businesses are developed to saturation stage. Today's fast-food industry is Pizza Hut, McDonald's and KFC three dominant. Strong competitors, so they had to develop their own advantages. Such as Pizza Hut has been done to fulfill commitments to customers and constantly improve enterprise system, and strive to meet customer needs in order to ensure that Pizza Hut position in the fast food industry. First, Pizza Hut to understand the culture of each region, according to the different cultures and flavors that are suitable for local customers taste. And combined with the local culture, the development of consistent design and service concept. For example, some ethnic groups do not eat beef, they believe the cow is sacred, so to make compliance with customs food. So, Pizza Hut to develop and implement new service strategies to ensure that they meet customer needs.
SG2037 9
7.0 References
Willian B. Martin, Ph.D, 1996: Managing Quality Customer Service .
Blackwell, SA, Steinbach SL, Barnes J. H, Garner, DW and Bush, V. The Antecedents of Customer Loyalty[J]. Journal of Service Research, 1999, (1)
Parasuraman, Zeithaml, Berry. SERVQUAL,A Multiple – Item Scale for Measuring Consumer Perceptions of Service Quality [J]. Journal of Retailing, 1988，64，1 (Spring)：12-40.
Cronin, Taylor. Measuring Service Quality : A Reexamination and Extension [J]. Journal of Marketing, 1992, (56): 55-68.
CroninTaylor. Servqual Versus SERVQUAL:Reconciling Performation Based and Perception – Minus – Expectations Measurement of Service Quality[J] . Journal of Marketing ，1994，（54）：125-131. SG2037
10
Dotchin, John, and John S. Oakland. "Total Quality Management in Services: Part 1: Understanding and Classifying Services." International Journal of Quality and Reliability Management 11, no. 3 (1994): 9–26.
Verma, Rohit. "An Empirical Analysis of Management Challenges in Service Factories, Service Shops, Mass Services, and Professional Services." International Journal of Service Industry Management 11, no. 1 (2000).
Mamman, A. (1996). Workforce diversity: A diverse employee in a changing workplace.Organization Studies,17(3), 449–477.
SG2037 11
About our services
SG2037 12
SG2037 13