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Recognizing that superior shivice quality is a prerequisite for business success is obvious in the restaurant business. While the quality of goods (food, beverage) can be measured objectively (portion size, recipe, temperature), service quality relles on the customers' expectations and their perceptions of the experience. SERVQUAL The SERVQUAL instrument for assessing service quality was developed in the 19805 by Parasuraman, Zeithaml and Berry and it remains the most enduring and objective tool for measuring service quality across numerous industries. To implement SERVQUAL effectively, comprehensive data collection is needed. For this assignment, you will bypass this substantial step by patronizing a restaurant and providing a straightforward and personal evaluation of its service based on SERVQUAL'S RATER (Reliability. Assurance, Tangibles, Empathy, Responsiveness) model. Assessment 1. Choose a restaurant. 1. Choose a restaurant. 2. Review the RATER acronym and reflect on how you anticipate the visit will evolve using those parameters. Thinking clearly at this step will help to uncover the gaps after your visit. 3. Visit the restaurant as a customer, experiencing and making note of the service. Write a report evaluating the service based on the five RATER dimensions, ensuring that you find at least one example for each. Analyze your examples, using the SQ=P - E equation in your discussion for each. This equation reveals the differences between what you thought would happen, and what actually happened. If the gap is negative, suggest a way to close the gap. Your report should have an introduction to the restaurant, its name, location, type of restaurant and anything else that is relevant, Use a separate heading for each of your RATER dimensions. Gaps How customers understand service quality: SQ =P - E The difference between perception and expectation is the gap. The gap can be positive or negative. SQ is service quality P is the customer's perception of service E is the customer's expectation of service When expectations exceed perception, service quality is low - the guest didnt get what he/she anticipated. When perception of service is When expectations exceed perception, service quality is low - the guest didnt get what he/she anticipated. When perception of service is greater than expectation, the business has "exceeded guest expectations." The use of this equation gives us the ability to uncover gaps in service - the inconsistencies between what the guest expected and what the guest experienced. Conclude with vour overall imnressinn of tha canira and. You are welcome to add more pictures and formatting to the tiple page. In our program, we reguire ApA citation style, but don't enforce APA for all formotting on assignments. SERVQUAL roport example - Protected View - Savisd to this PC P Search (A)t+Q) Hraw Design tayout References Mailings Review View Help ful F fles from the linternet ean contain vieuses. Unless you need to edit it's safer to stay in Profected Virw Contents Introduction. Your Chosen Restaurant Reliability Assurance Tangibles. Empathy. Responsiveness. Conclusion . . References. You might begin your report by discussing the importance of service to the restaurant industry, and/or. the use of SERVQUAL as an evaluation tool. Your Chosen Restaurant Given some background about your restaurant - name, location, history, target cllentele, etc. You may also choose to include your perception of the business before your visit. What were you expecting in terms of service and ambience? Reliability Assurance Tangibles Empathy Responsiveness Under each of these headings, provide and discuss your service example. This is the analysis section of the report, so ensure that you coverfall the angles. You will use the P - E equation here to explain how you felt about each example. Conclusion This section wraps it all up, restating your overall perception of the restaurant service and whether you felt it was a worthy experience. Never introduce new material in a conclusion. References If you used any contributing material (SERVQUAL background, my lectures or Powerpoints, the restaurant's website, for instance) here is where you will list your sources. We use APA reference format in our program, and for a website, it looks like this: Hardware Grill. (n.d.). Our story. Retrieved from http://www.hardwaregrill.com/our-story You can access NAIT Library's APA Style Guide here