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.