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Restaurant business is by far one of the most favorable and most popular competition in business sector and the newly opened restaurant also more and more in recent. Their location should be strategic and service quality need to be improve in order to attract customers as well. There are five major dimensions to measure service quality such as reliability, responsiveness, assurance, empathy and tangible. Most of them use Medical nurse and automotive repair services method to measure the relationship between service quality and customer satisfaction which is developed by Parasuraman, Zeithaml, and Berry. Customers’ satisfaction can affect an organization career development, for example, if most of the customers are not satisfied with the restaurant about their customer service, types of food, hygienic conditions and so on, these all will affect their organization operation. We have a principle says that “customers is a king”, so employees need to take some proper or needed actions to make the customers satisfied because customers is the leading role for all business organization and the results can be different which is due to different characteristics of customers such as age, income and knowledge. Besides that, some research find out that customer satisfaction can directly affect their loyalty whereas some research testify that satisfaction does not affect loyalty as several customers will switch to another products which offer better things when they need similar products in their life .
Measure of Superiority (MSS) is the difference between service quality performance and customer expectation. The score can be either positive or negative depends on satisfaction level of expectation by customer. The table illustrates the expectation and performance on each quality of services dimensions which provides customers satisfaction. The result show that customer satisfaction has been achieved when the sum of performance score 19.1 is bigger than expectation score 18.99, MMS score is positive. The gap score of responsiveness 0.03, assurance 0.05, empathy 0.15, and tangible 0.07 is positive, that means performance score is greater than expectation score while reliability represent a negative gap score (-0.19), this dimension causes customer dissatisfaction.
Measure of Service Adequacy (MSA) score is acquired by subtracting minimum expectation from customers from service performance in restaurant business and if the performance is greater than customer expectation then the score will become positive. With the MSA being positive and the minimum expectation score met, this five dimensions of service quality had reflects that customers satisfaction has been fulfilled. Besides that, we found that all of the attributes of each dimensions are greater than the minimum expectation from customers especially is “promptness of the employees serve their customers” (Diah Yulisetiarini, 2014, P6)in reliability acquired highest score while “easiness in purchase transaction process” and “ customers feel easy to communicate with employees” attributes gets 0.33 the lowest marks compared to other attributes.
Measure of Service Adequacy (MSA) score is acquired by subtracting minimum expectation from customers from service performance in restaurant business and the score will become positive when the performance is greater than customer expectation. This five dimensions of service quality had reflects that customers satisfaction has been fulfilled because all has met the minimum expectation score and MSA is positive. We found that all of the attributes of each dimensions are greater than the minimum expectation from customers especially is “promptness of the employees serve their customers” in reliability acquired highest score while “easiness in purchase transaction process” and “ customers feel easy to communicate with employees” attributes gets 0.33 the lowest marks compared to other attributes.
With comparing the anticipated performance and observed performance, the area of accepted service is demonstrated by Zone of Tolerance. The maximum expectation subtracts minimum expectation of the customers is to get the score of Zone of Tolerance. “Promptness of the employees to serve the customers’’ attribute is the greatest zone whereas assurance dimension which related to “customers feel safe when they are in the restaurant” attributes is the thinnest zone of tolerance.
Cartesius diagram use to measure the restaurant performance and the customer expectations. This diagram consists of four quadrants A, B, C, and D which is separated by X-axis and Y-axis. The mean score of the overall attributes of restaurant performance represented by X-axis whereas the mean score of the overall attributes of customer expectation represented by Y-axis. Moreover, the mean scores are calculated from the list of satisfaction attributes for X-axis and Y-axis is 3.80 and 3.82. Quadrant A is located above the mean score of X-axis and before the mean score of Y-axis. Quadrant A is a quadrant that dissatisfaction among customers, due to the restaurant management has less attention on customers. In this cause, the service performance of the restaurant should be improved. Next is quadrant B, it located above the mean score of X-axis and after the mean score of Y-axis. In this quadrant, the performance of the restaurant management is good. The restaurant has conducted well customers’ perceive attribute and those attributes have satisfied customers. Furthermore, quadrant C is located below the mean score of X-axis and before the mean score of Y-axis. The restaurant management service attributes is low priority and less important. So, in this quadrant do not need further attention. Besides that, quadrant D is located below the mean score of X-axis and after the mean score of Y-axis. Even though, the restaurant management has well delivered the service, but the customers do not considered important attributes. The restaurant manager should expand more on other important attributes to improve the performance of the restaurant.
There are several critiques we can get from the article. First, a look at the introduction tells us that it is too long. Some points are emphasized too much and repetition occurs here and there. This problem causes unnecessary portion to constitute a large part of the introduction and as a result, the introduction becomes lengthy.
Second, some tables did not explain clearly the parts they have. For example, table 7 only stated the mean score of expectation (Y) and the mean score of performance (X) in the vertical columns without explaining their function in a clear way. Misunderstandings may occur if the readers of the article only scan through the article.
Third, the article contains parts that are repetitive. The usages of some words are repeated many times throughout the whole article making it seems to overstress some points. The elaboration for the point also contains sentences that are unnecessary due to it repeating the same thing as the previous sentences.
Fourth, the diagram used in the article which is Cartesius Diagram, is very confusing to the readers. The overall data for the whole research is squeezed and put on display in the diagram. The too-large data is too much for a single diagram to explain. In our opinion, the data should be separate into different diagrams to allow better understanding.
The whole article does not only consist of negative points. The positive point, which is the fifth point, will be about the part called abstract. The abstract of this article is very good as it is simple and clear, not to mention that it is straight to the point making it easier for the readers to understand the general view of the article.
Last but not least, the whole article of this research serves as a very good extension of knowledge in conducting business in the future. Applying the formulas and knowledge gained from this article will be very useful in trying to set up a successful business.
As a conclusion, restaurant businesses try to put more effort in order to maximum customer satisfaction to attract more customers and increase their business in their restaurant. There are some weakness shows in the critique part. By this way, they can observe and try to do it best for their restaurant.