WEEK 5

Service Provider: - Center Point, Jamshedpur

Service Experience: - I have been to Center Point on several occasions before, but have frequented the place more for the buffet breakfasts and lunches, which have been satisfactory if not good. But the last visit which was for a dinner out in a group of 8 people, was an epitome of bad service and the perfect example of Howa restaurant should not treat its customers. It was very disappointing and made CP fall several notches in perceived service quality. The annoyingly long wait time first to get a table (which was more than double of the promised wait time) and then the even longer wait to get the food completely put us all off. As if this was any less, the fuss over using CP coupons which we had just made matters worse. The experience has assured that I’ll think twice (atleast!) before going there another time or recommending it to somebody else.

The Servqual analysis below elaborates my experience further

Servqual :-

Outcome

Reliability: - 4

The rating is relatively high, because all said and done, the quality of the food (outcome) was good despite the bad service. The delay however ate into the perception of the quality of the food, which would have been higher had the service been good.

Responsiveness: - 1

We were initially asked to wait for 15 min. and we chose to wait in the reception area. We were then asked to move to the bar since it would take a LITTLE longer. We ended up waiting in the bar for over 40 min. Even after we were shown to our table (we had placed our food order while in the bar), it took painfully long for the food to arrive. So the service was extremely low on responsiveness.

Empathy: - 2

Since the staff didn’t seem to have any empathy in the delivery of the service, it had a negative impact on the impression of the outcome as well, although the food served was actually good.

Assurance: - 4

Since assurance has to do with expertise, in this case the chefs knowing what ingredients to use in what quantity in order to dish out the – I would rate them fairly high on this aspect, because, despite the shoddy service, the outcome is stays – the food always tastes good.

Tangibles: - 5

The tangible in the case of a restaurant being food, I would rate them high on this aspect, since the food was really good, and sort of silenced our anguish from to the wait and bad service.

Process

Reliability: - 2

I was expecting a much better service, from my past experience of that very place, which hadn’t been so bad. But the fact that the service this time round was exceptionally bad, means that there is no reliability in their processes – you might get lucky one day and good service, while on another day be subjected to lousy service.

Responsiveness: - 3

Responsiveness of service should ensure that the customers are told exactly how long they have to wait - first to get a table, and then to get the food. Processes which are not structured well, under or over estimate the wait time and hence do not rate high on responsiveness. Also the process had glitches in accepting prepaid coupons which were issued by the hotel itself and it led to unpleasantness in the payment process.

Empathy: - 3

Empathy in the process should ensure that customers are treated as if they are valuable to the business (which they are) and should value their time and sensibilities. Although the time factor was absolutely disregarded, the process did take care of having no-smoking tables in the restaurant and catered to the preferences of the customers.

Assurance: - 1

Process assurance was totally out of place because we were promised a table in 10 min and given one in 45 min. The concept of ‘assurance’ seemed absolutely missing.

Tangibles: - 5

The waiters are properly dressed, the music (although boring and repetitive) is played at a decent volume, the menu cards are fine and the drapes and spreads are clean and ironed.

Physical Evidence

Reliability: - 3

The kitchen area is partly visible from some tables in the restaurant. And from whatever is visible, it looks like the kitchen is clean, the equipment used is decent and hence the food made in there is safe.

Responsiveness: - 5

The setting of the restaurant although slightly packed looks accommodating. The restaurant, bar and restrooms are duly labeled. The menus explain the ingredients in most dishes. So the place appears ‘responsive’ to customer needs.

Empathy: - 4

The color schemes are soft and appealing. The music is soft and unobtrusive. So over all the ambience does sort of exude warmth.

Assurance: - 2

There’s not much assurance that the place provides. I can’t be assured of good service each time. I can also not be sure that I’ll get the same table the next time I go. Sometimes the things on the menu available at one time are not available when you go there the next time round.

Tangibles: - 5

The restaurant is well maintained. The furniture and décor is quite decent. The lighting is not too bright and not too dim and the drapes and spreads are clean and ironed.

WEEK 4

Coffee should be black as hell, strong as death, and sweet as love…….

[But the coffee outlet should be all heavens J ]

Service Provider: - CCD, Bishtupur

Service Experience: - I am a regular visitor to the CCD. I am gradually coming to the opinion that this outlet of CCD is a prime example of customer dissatisfaction. They do everything to ensure that the customer just finishes his coffee in record time and vanish from their place! Though the air conditioners fully functional, they operate in only two modes – very cold or switched off! I go there, sit on the sofa, wait for the waiters to come….but they won’t come on their own. I can easily see that none of them are busy enough to have an excuse for not taking orders promptly. Now, I would myself go to the counter and place the order. The following is the usual conversation that happens in this scenario –

‘Two grande mugs’

‘Sorry sir, we don’t have grande mug today’

‘OK, then two cappuccinos please’

‘Sorry again sir, we actually don’t have any hot drink tonite’

‘Oh damn, they what do you have in cold drinks, may I please ask’

‘Sir, I think Café Frappe is the only drink we can offer you now – do you want it? (He wants me to say no…its written on his face!)’

(But inscrutable coffee aficionado that I am) ‘Yes sir, please give us two café frappe’

Probably these fellows know that CCD has no competition in Bistupur, and hence they are just providing the bare minimum service possible. During Durga Pooja, they had a special festival menu card (I have no idea why does CCD indulge in seemingly unethical practice), and they were not revealing the new (more than double) rates to the unsuspecting customers beforehand.

Hence, my vengeance shall be reflected in the servqual analysis now J

Servqual :-

Outcome

Reliability: - 3

I am giving 3 because they always give the same kind of useless service everytime, and hence are reliable in the linguistic sense of the word!

Responsiveness: - 1

I think Gods might respond to my pleas faster than the pampered waiters of CCD!

Empathy: - 1

Yeah, empathy…we go all sweating there only to find that the gentlemen have kept the AC off, so that the customers leave early and they close the shop as soon as possible. We go there to sip coffee and watch cricket and they change the channel…saying that its against there policy to play sports channel. The very next week, I find them watching football on the TV!

Assurance: - 1

The only assurance that I get there is that I wont be physically kicked out. Ofcourse they leave no stone unturned in kicking me out psychologically.

Tangibles: - 2

Sometimes its difficult to assess if the coffee that I am drinking is a hot or cold coffee.

Process

Reliability: - 2

They have exemplary reliability in providing sick service. I can see that the attendants are doing everything, except making attempts to prepare my coffee!

Responsiveness: - 4

If I find the hot coffee not so hot, then they do warm it again. So, they are being somewhat responsive in their processes.

Empathy: - 1

When I try to call any waiter to know how much more time they will take in providing me that elusive cup of coffee, I will find all the waiters looking in every possible direction, except mine!

Assurance: - 1

All I am assured of is the fact that I will get my coffee somehow (Miracles do happen in CCD!).

Tangibles: - 5

The waiters are properly dressed, and the music is played at a decent volume level.

Physical Evidence

Reliability: - 2

They keep re-arranging the furniture. Earlier they had a very comfortable sofa, now they have changed it to a not so comfortable one L And when asked about it, they had the audacity to tell me that the customers sat for a long time on the earlier sofa, hence they replaced it!

Responsiveness: - 5

The settings of the outlet are commensurate with the expectations of the customer. The overall look is very youthful.

Empathy: - 2

There are two sections in the CCD – one of which is at the top, led by a staircase. This portion is more serene and comfortable. But this section is normally kept closed, for no apparent reason!

Assurance: - 2

I am assured that the roof won’t fall on my head. Other than that there is hardly any assuranceJ

Tangibles: - 5

The outlet is well maintained for sure. The walls have nice hangings and displays. I think the lighting can be made dimmer.

Week 3

Service Provider: - Daulat Opticals

Service Experience: - there was a minor repair for the specs and so I went to the shop to get it done. The owner of the shop some how recognized that I was from XLRI ( even though I did not wear any of XL shirts) and asked his assistant to help me out and repair as soon as possible. I was a happy for the special attention I was getting. The repair did not take long and when it was done, I was told that there is no charge as it is a very minor repair. I was very happy with the service. But once I got back to hostel, the repaired part became loose again as it was not properly done. I had to go to the shop again. The owner was very friendly again and he apologies and got it fixed. Once thing I realized from this whole experience is that even though a organization might have a vision and mission, all the employees should understand that and try to work towards that. In my experience with Daulat Opticals, the owner was very friendly but the person who repaired my specs (whom I have not interacted with) did not do his job properly and this led to a bit of dissatisfaction.

Servqual :-

Outcome

Reliability: - 3

This is the only experience I had with Daulat Opticals and the outcome on my first trip was a badly repaired specs

Responsiveness: - 6

The specs were delivered in a very short time so I think the responsiveness is high

Empathy: - 6

The owner was very friendly and he showed individual attention( probably because of his high opinion of XLRI )

Assurance: - 6

The owner was very assuring( probably because of this I did not bother to collect a receipt also)

Tangibles: - 2

The service provided the first time was very bad.

Process

Reliability: - 3

The service provided was not the same on both the occasions. The first time it was bad and the second time it was satisfactory.

Responsiveness: - 6

Even though the service being provided to me is free, the owner was sorry for what happened the first time and got my specs repaired immediately.

Empathy: - 6

I was not treated as any other customer even though the service being provided has no returns.

Assurance: - 6

I was told how long the repair would take so I had the option of either waiting or go out and get some other work done. The specs were ready by the promised time.

Tangibles: - 6

The assistant as well as the owner were appropriately dressed.

Physical Evidence

Reliability: - 6

The shop was well maintained and I felt it was a good place to get my specs repaired.

Responsiveness: - 6

Empathy: - 6

Assurance: - 6

Tangibles: - 6

Week 2

Entries by Vidya Pramod ( B06120)

Bala Dosa

Bala prepares and serves dosa’s right near the entrance to the campus. I had dosa on the 3^rd of October at 7.45 PM.

Expected Service:- Good and hot dosas for a reasonable price. The service should also be prompt.

Experienced Service

Reliability:- 6

Most of the times Bala tells how long it would take for my dosa to be ready and most of the times he is correct. Some times I get my dosa earlier than promised. The last time when I went there it took around 15 mins for my dosa to be prepared and this was in sync with the time that Bala suggested.

Responsiveness:- 7

As I can speak Tamil, I chitchat with Bala. He also wishes when ever I pass by. He is also prompt in taking the order and acknowledges it by repeating the order so that there is no confusion. Some times when the ingredients are less ( for example if the chutney is less and by the time I get my order the chutney could be over ), he would tell it at the time of order itself. The last time when I went there I wanted fired idly. There were a couple of idlies but someone else has already ordered fried idly so Bala told me this and I changed my order.

Empathy:- 7

I am always given individual care at Bala’s. When I order my Dosa, if I tell him I am in mood to eat spicy food, he adds additional “podi” ( powder used as a substitute for chutney ) in the dosa itself.

Assurance: - 7

Bala is highly knowledgeable about the product. He prepares variety of dosa’s and one can ask him to make modifications based on the taste and he does it( most of the times with a smile). It has always been a enjoyable experience eating at Bala’s.

Tangibles:- 3

The only thing that is not upto standards is the cleaning of plates and utensils. The plates are not properly washed ie the washing is done right behind the Dosa counter and one can see the whole process. Sometimes soap is not used but the plates come out “looking” clean. A couple of people who have seen the cleaning process now get their Dosa’s parceled and have them in their rooms. But considering the price of the Dosa’s served, one cannot expect more from such a small place.

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Entries by Yashaswi ( B06122)

CAFETERIA

The cafeteria has just changed hands and the proprietor of the GH1 mess has been made in-charge of it.

Expected: - I don’t have much expectations left from the xlri cafeteria. Still I hoped against hope that it might have good snacks and good tea.

Experience: - Well, no surprises here! The tea was same as that of the mess. I think the decision to hand over the reins of the cafeteria to the mess incharge is utterly wrong, since now they have a chance to put the remaining tea and coffee for sale. Though they have promised to make special tea, I doubt if they would keep up with the promise when the sales increase. The snacks was OK – could have been better…..much better. And they took a hell lot of time for delivery. There is immense scope for improvement….or even this new owner might not be able to run the cafeteria successfully because he has a very shrewd competitor (Dadu’s) who keeps varying his product mix in order to keep the customers interested.

SERVIQUAL ANALYSIS POST ENCOUNTER

	PERCEPTIONS (Rating)	EXPECTATIONS (Rating)
RELIABILITY	1. 2 2.3 3.2 4.2 5.1	1.3 2.4 3.2 4.3 5.2
RESPONSIVENESS	1.1 2.2 3.1 4.1 5.2	1.3 2.3 3.2 4.2 5.2
ASSURANCE	1.2 2.1 3.3 4.2 5.2	1.3 2.2 3.3 4.2 5.2
EMPATHY	1.2 2.1 3.2 4.2 5.1	1.4 2.3 3.4 4.3 5.2
TANGIBLES	1.1 2.2 3.4 4.5 5.5	1.5 2.5 3.5 4.4 5.5

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Entries by Sonali Ahuja ( B06113)

The services encountered are listed below table-wise. The Perceptions column gives the rating of the service experience on the various SERVIQUAL parameters, post-encounter. The Expectations column gives ratings for level of service expected from excellent companies in that sector, on the same parameters.

For measuring expectations, the Matching Expectations format has been used.

The reasons substantiate the ratings based factual information, feelings, prior expectations and whether or not they were met.

Encounter – Cellar, XLRI Jamshedpur Date – 1^st Oct 2007

Cellar	PERCEPTIONS (Rating) Cellar, XLRI	EXPECTATIONS (Rating) Cellar at Housing Society, Pune	REASONS
RELIABILITY	1) 1	1)6	I had placed an order for a Reliance recharge voucher (which he didn’t have in stock) on 1st Oct morning and told that it would be there by evening. After repeated reminders, he still didn’t bring it until today evening(4th Oct). This has happened on earlier occasions too.
	2)5	2)7	I had to send a document by courier urgently and couldn’t go myself as I had class. The person at the cellar posted the document for me from a courier service outlet at Bistupur.
	3)5	3)6	Although there was a delay in him bringing what I ordered for, he brought the right product. There was (and normally never is) no mistake in understanding on his part.
	4)1	4)6	More often than not there is a delay in getting anything that is not stocked and ordered for
	5)3	5)5	Promises are made about getting things at a certain time, so the information bit it duly provided (although hardly adhered to)
Total Reliability Score	15	30	Difference = 15
RESPONSIVENESS	1)4	1)6	Whenever the goods ordered for are in stock, they are promptly fetched from the store and given. If however you order for something to be brought from the market, there is an inevitable delay.
	2)5	2)6	The person at the cellar does take the effort of procuring the goods not stocked, from the market, even if it is a single piece of a low value product.
	3)5	3)5	Even if there are many people at the cellar, he doesn’t ignore any customer. He may politely ask you to wait for a while or also allows you to fetch your stuff yourself.
Total Responsiveness Score	14	17	Difference = 3
ASSURANCE	1)1	1)6	There’s very little at the cellar that instills confidence in me. There are certain things that the owner knows are always in demand, and still not stocked. Although I can be sure that he will bring whatever I order, if it doesn’t come up to a certain point, its quite useless.
	2)5	3)6	I feel safe in the sense that I know he doesn’t cheat. He even lets you take goods on credit in case you don’t happen to have cash on you at the time of purchase.
	3)4	3)6	The person at the cellar is mostly pleasant-tempered and willing to cater to your requests.
	4)5	4)5	There was a problem with recharging my phone with the voucher I purchased, and the person was able to resolve it. He also generally has knowledge about promotional offers on products etc.
Total Assurance Score	15	23	Difference=8
EMPATHY	1)4	1)6	The person at the cellar caters well to you even when there is a crowd and is willing to let you walk to the shelves and see the products for yourself.
	2)4	2)6	The person at the cellar caters well to you even when there is a crowd and is willing to let you walk to the shelves and see the products for yourself.
	3)2	3)6	I wouldn’t say it has the customers’ best interests at heart because it would otherwise have lived up to its promises of providing ordered goods on time, knowing that they are important to the customer.
	4)5	4)5	There is never a communication gap or misunderstanding on the part of the person at the cellar. So he does understand customers’ needs well.
Total Empathy Score	15	23	Difference = 8
TANGIBLES	1)3	1)5	The racks and containers are not the kinds you see in modern stores. They are slightly old and outdated.
	2)3	2)6	The shelves, counters, furniture etc. at the cellar are quite old, rusty and primitive looking.
	3)4	3)6	The people at the cellar appear fairly neat and well-kempt, although they do not wear any uniforms.
	4)5	4)5	The posters, danglers, streamers etc. about new products are all there and visibly hung to attract attention.
	5)5	5)6	Although it doesn’t open very early in the morning, it is open until 2130 hrs, which is quite convenient.
Total Tangibles Score	20	28	Difference = 8