Introduction
The report focuses on the services undertaken by Cafe 63 so that it can maintain the satisfaction of the customers. The service concept and strategies that are adopted by Cafe 63 is elaborated in a detailed manner so that the capability of the restaurant can be analysed. The operating system required for commencing the services is elaborated and a blueprint is provided that highlights the fail points and critical points that is needed to be taken into consideration. At the same time, service delivery system that is followed by Cafe 63 is analysed to determine its effectiveness in the market and the advantage it may receive after its shift between cities. The service employee management is provided to understand the capabilities of the employees with respect to providing quality service keeping in mind the needs of the customers. A specific choice of quality management model is also provided for proper analysis of the services and the products.
Operating system
In order to gain effective quality from the services provided, organisations tend to indulge in a manufacturing line approach so that it can maintain its quality and satisfaction of the customers. However, Hill (2017) is of the opinion that customers prefer the unique services that are provided by organisations in terms of the quality of the products as well as its tastes. Hence, it can be said that such a concept can be traced back to the theory proposed by Levitt. As observed by Baker (2014) the idea of maintaining a standardised system of production was implemented by Levitt.
This was done so that the consistency of the quality can be maintained and expectations of the customers can be achieved. In the case of Cafe 63, the restaurant is considered as a place that provides relaxation to the customers. Therefore, the expectations of the customers are that it needs to deliver fast services with good quality of food so that customers can relax in the homely atmosphere provided by the restaurant. As stated by Pollitt, Birchall and Putman (2016) conducting a proper market research can help in bringing about the positives of customer satisfaction and the manner in which every need of the customer can be met.
In the case of Cafe 63, the restaurant set certain themes that provide the customers with a likeable atmosphere and at the same time help in attracting customers for various purpose such as conducting office meeting or private parties. The unique business strategy of this particular approach is that the restaurant is always indulged in constant booking which in turn provides opportunities for an increase in profit. However, certain aspects of the restaurant need to be improved so that customer satisfaction can be attained. For example, it is necessary for Cafe 63 to increase the number of employees so that the quality of services along with timely service of the products is done. A balance between the services and the taking of orders need to be maintained so that excess pressure is not exerted upon the employees.
As observed by Müller et al. (2016) excess staff can help in bringing about improvement in the product line of an organisation. In the modern world, however, Cafe 63 can implement the use of social media so that it can be able to communicate and maintain connection with the customers particularly with the people registered with the restaurant. This can help in ensuring that a recurring yearly order is achieved so that the popularity and the services of the restaurant can be kept intact. Therefore, these applications can help Cafe 63 to indulge in proper control over the operational system adopted.
Service blueprint
Service delivery system
Analysis has shown that the services provided by Cafe 63 are considered as the best in the market and it is for this reason that the popularity of the restaurant in Brisbane was at its peak. The same reason provided Cafe 63 with the impetus to expand in Melbourne. In order to understand the manner in which the service is provided by the restaurant, following steps are provided that highlights the system followed during and after the end of a service session.
- The customers are greeted warmly by the available staff at the door and the service counter
- The waiter enquires about the number of people and based on it they are directed to a table and presented with the menu
- Time is provided so that the customers can decide on the menu to be ordered
- Any queries regarding the menu, such as the specials for the day or on the house food are informed to the customers
- The order of the customers are considered and water (if required) are served
- An approximate time is provided to the customers within that the menu has to be delivered
- The menu, is provided to the customers and if necessary then the remaining of the menu is provided momentarily
- In the case of coffee, a refill is offered according to the satisfaction of the customers
- A check up is done on the customers about the quality of food and if any more is required to be ordered
- After the customers are done with eating, a thorough cleaning of the utensils is made
- A final check up is done to understand if the customers require any more food
- The bill is served along with any feedback from that is required to be filled for future purpose
- The change of the bill is provided and the a farewell is made to the customers
- A final check up of the table is done to ensure that used utensils are removed and whether the customers have forgotten any thing
- A proper tablecloth is spread in required
The service process adopted by Cafe 63 signifies the level of enthusiasm along with dedication required for completing a service properly. The attention towards the customers needs to be provided all the time so that he satisfaction level can be attained. The example only points to one of the customers that are served. During service hours, the restaurant remains full with customers with each people having arrived at different hours and have different requirement of food. Hence, the adjust capacity along with dedication of the employees need to be upheld at all times.
Service employee management
Service personnel provide a key source of customer satisfaction at restaurants. As stated by Chen, Bao and Guo (2016) it is the duty of the employees to ensure that a proper service is provided so the customer satisfaction can be attained. In Cafe 63, it is the duty of the employees at the door or at the service counter to ensure that effective services are provided to the customers. These employees require different skills as the duty of these people are varied depending upon the current job stage they need to adopt. The role played by the employees is mainly to maintain the happiness of the customers and strike a balance between the professional duty as well as the personal life that they possess.
Han, Bonn and Cho (2016) most of the business remain profitable only if the employees as well as the customers remain loyal to them. Hence, to ensure that employee loyalty is maintained, Cafe 63 need to adopt strategies related to the motivation of the employees. This can be done by offering the employees benefits that involve both monetary strength and relaxation in the form of non-monetary benefits. Rewards and recognitions for a task that is done need to be provided so that employees can be encouraged to continue working hard for the restaurant. Elmada? and Ellinger (2018) are of the opinion that cross-organisational relationships can be formulated so that employees can be treated as families.
This can help in building personal relationships with the employees and an emphatic situation can be maintained that can help in bringing about an improvement in the performance. Cafe 63 adopts the policy of listening to the grievances of the employees in these context so that the needs of the employees as well as the customers can be balanced for the benefits of the restaurant.
Quality management model
As stated by Hur, Moon and Jun (2016) it is essential to implement a proper quality management model so that the quality of services provided by the organisations can be maintained. In order to understand the quality of service that is provided by cafe 63, it is necessary to implement the SERVQUAL model that helps in analysing the gaps that exist in the services. These gaps are described in an individual manner. The gaps are identified based on the five dimensions required for the analysis of services provided by Cafe 63.
Gap 1: Cafe 63 does not have a proper organisational structure that may help in the effective and efficient service of the food. Therefore, it needs to adjust to specific service delivery system for fulfilling the requirements.
Gap 2: The employees can be provided with required training method so that it can help in improving the standards of the service. This can be done by increasing the number of employees and putting the new employees in an on the job training.
Gap 3: Employee action need to be made aware by delegating roles that are important for the satisfaction of the customers as well as for understanding the satisfaction of the employees.
Gap 4: Special occasions and national holidays need to be celebrated by decorating the restaurant with themes that can help in attracting the interests of the audiences. For example, during Christmas Cafe 63 can be lit with bright lights and a secret Santa can be arranged for the employees.
Gap 5: Feedback of the customers needs to be collected at every level so that to align the services of the restaurant with the changes in the interest of the customers.
Conclusion
Therefore, it can be concluded that every level of service is important so that satisfaction of the customers can be attained. Cafe 63 need to ensure that the level of services that exists in the restaurant is kept in a constant manner so that it can ensure that different departments such as human resources or marketing can be complemented. At the same time measurement of the value of each of the service component, need to be done so that any problem relating to it can be solved. Hence, for a restaurant like Cafe 63 it is essential that it evaluates every aspect of its operations system and ensure that support of the stakeholders are obtained so that it can continue to develop in the Australian market. The component of services needs to be implemented in an effective manner so the Cafe 63 can build a successful business in Melbourne as it was in Brisbane.
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