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Essay / Research Paper Abstract
This 8 page paper looks at how a restaurant manager may assess the service levels in term of interaction. The paper starts with an explanation of how service levels and the experience will be judged on the interaction and not only the physical aspects of the meal. The paper then looks at how primary research could be conducted using the SERVQUAL approach to assess areas of interaction that could be improved. The bibliography cites 14 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEinterestt.rtf
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Unformatted sample text from the term paper:
Impressions 4 1.3.2 Human Interaction 5 2. Primary Research 7 2.1 The Interview 7 2.1.1 The Setting 8 2.1.2 The Questions 8 2.2 Analysing Research Results 9 2.2.1 How to Use SERVQUAL 10 2.2.2 Understanding the Results 11 REFERENCES 13
1. Introduction There are many factors that have to be considered when looking at the way in which a service involving interaction with
a customer should be designed. Often, the setting up and retuning of business will focus tangible aspects. For example, with a restaurant there may be the focus on good quality
food and the prices to ensure the restaurant makes a profit. However, a restaurant, as with many other services, is an interactive experience and needs to be analysed in this
way, looking at the less tangible aspects and the interactive elements that results in thoughts and feelings that support or undermine the experience the restaurant is trying to provide.
1.1 Creating Customer Satisfaction To develop a positive restaurant experience a manager needs to understand how and why interaction is so important and how they can manage this to
meet the needs and desire of the customer, as it is only by meeting those needs and exceeding them that customers can be turned in advocates and disciples (Kotler, 2003).
This does not replace the attention needed for the tangible aspects, but compliments and supports them, and without the correct service interactions the intangible aspects of the business may prove
fruitless as customers may be unwilling to return. 1.1.1 Understanding the Experience When a customers buys any goods or services they are not buying the tangible goods, but the
facilities or utility they provide. Kotler (2003) argues that when a drill is bought, it is not the drill that is desirable, but its ability to make holes which is
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