Service Value Evaluation on the Restaurant


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Chapter 1: Introduction to Service Value Evaluation

In current competitive business scenario it has become essential for the companies to find the exact needs of the customers to develop the products and services accordingly and get an edge over the competitors. The huge amounts of investment are being made for research and developments for finding these needs (Cetron and Davies, 2008). The importance of undertaking the customer expectations increases in service industry as more analytical approach is used by the customers while selecting any service and the company has to delight their customers to ensure their loyalty with it (Manwa, 2011). In current dynamic environment the discussion about customer behavior has been changed a lot especially in the service industry that can be concluded business companies, hotels and restaurants as well.

This present study is based on evaluating the service industry in term of “the Restaurant Experience” of customers forward to the Thai restaurant in London, United Kingdom. It has been explored by the Soriano (2001) the eating in restaurants has become a part of peoples' lifestyle in European countries and they are spending more in the restaurant service sector. Therefore, the number of restaurants in London, UK, has been growing up every year because of changing in people lifestyle, behavior and dining out is becoming more popular.

Nowadays, customers are seeking for quality, value and also desirable atmosphere of the restaurant where away from the pressure situations in their daily life. The number of restaurants in UK was 107,212 restaurants in 2008 (McCormick, 2010). People who live in London want their food delicious and fast (International Enterprise Singapore, 2010). Moreover, comfortable and confident feeling, polite staff and pleasure memories are considered by customers. There are many people prefer to have meal outside the house especially for dinner time (Johns and Pine, 2002).

Chapter 2: Literature Review

In general, a literature review is an academic document which reviews and analysis the width and depth under the topic of literature in order to find out what is known (Olhoff, 2011). In this section, main points of the service in restaurant are divided as following. First of all, customer expectation is explained in order to understand what actually customers want from the restaurant is. Secondly, service and different of service characteristics are considered. Third, the service quality will be described and summarized. Next, service quality measurement and models are explained namely. Besides, the background of two Thai restaurants where are provided as source of information. This literature review will be present a basis for the model which are relevant on the service of the restaurant.The brief arguments on the meaning, concepts and model are as under.

Customer Expectation

The customer is one of a key element for many service performances and also included in the restaurant operation. The individual's restaurant expectations have been developed over the years owing to change of social environment and culture, healthy dieting consciousness, high education standard. Markovic et al. (2010) predicted that customers will look fornew experiences from the restaurants, which can satisfy theirneed and change of expectations. Hence, thecustomer's expectations are significant to know, understand and meet.

Customer Satisfaction

The satisfaction is the outcome of the customer evaluation in service delivery process and it can be a key important factor for company or restaurant to improve their service quality.Additionally, expectations and perceptions are also crucial elements in order to deliver a good service quality (Clark and Johnston, 2008).

As mentioned above, the understanding and knowing what customer expects also has an importance in delivering a good quality of a service. In addition, Parasumaran et al. (1991) stated that customers actually expect on a basis service which delivered by service providers. For instance, restaurant customers expect a good taste of food, respectful staff and cleanness from restaurants. Hotel guests expect a polite staff, safety and clean room. Mohsin et al. (2005) suggested that there are five important things that customers expect from the restaurants are; value of money, good quality and diversification of products and services providing, staff-related skills, good presentation and manners of restaurant staff, and well-timed service. Thus, customers have a satisfied sensory experience toward a restaurant when they have a good response and happy feeling about the service (Andersson and Mossberg, 2004).


There are many studies pointed out that food, restaurant environment and also staff services should be main keys success of making restaurant experience in term of service quality (Ryu et al. 2011).The study of service is significant in the restaurants. The word “service” generally means the standard or level of service that served by a company or organization is a good quality of the work that they can act for you as their customer (Collins COBUILD English Dictionary, 2003). According to Oxford Advanced Learner's Dictionary defines service as the process of serving of guests in restaurants, hotels and also stores (2005).There are many meaning of service that explained by theoreticians and also researchers. Moreover, Dibb et al. (2012) described service meaning as: Service is the relevance of human and mechanical attempts to people or things for providingthe intangible advantages to customers.Kotler and Armstrong (2012) defined service as activities or advantages offered in order to sell which are intangible and cannot occupy by anyone.

Chapter 3: Research Methodology

The systematic and scientific approach through which relevant data is collected and analyzed is termed as research methodology (Miles and Huberman, 1994). It facilitates the in-depth study of the concerned issue and arriving at proper solution. It serves as a back- bone of every research by providing complete guidelines and framework for conducting the research. It allows researchers to work with various techniques and methods available to conduct the research (Ramos, 1989). In addition to this, it compiles the researcher to justify his selection of methods and techniques used for the research work. In other words, Research Methodology is the way to systematically solve the problem. It includes both qualitative and quantitative approach to solve the problem (Munhall, 1988). It emphasizes on the relevance, suitability, reliability, affordability and applicability of the data collected and methods used during the research process.

At the same time, it takes into consideration the limitations and criticisms too. The main aim of the research methodology is to accurately portray the characteristics of particular individual, group or a situation through the application of various techniques and methods. It involves the rational approach to arrive at particular conclusion (Blodget, Bakir and Rose, 2008). For accomplishing the objectives and aim of the research, researcher follows systematic steps and procedure to solve the problem into consideration. The researcher should be well-equipped with different tools and techniques used in the research process.

It is one of the most important of the whole study, as it gives insight into various tools and techniques can be used during the course to carry out the report. This chapter analyses and evaluates their usefulness and relevancy to the subject and gives a selection of the best and most to the context of the examination (Bradbury and Reason, 2001). Various steps and procedures have been implemented in this part which is being used by the researcher. The main of undertaking this chapter is to enhance knowledge of the reader about the different tools and techniques that can be used to execute a research (Boyatzis, 1998). It also gives a set of tools and procedures which have been used in the report and were of great importance during the course of whole study.


  • Albrecht, K. 1985. Achieving excellence in service. Training and Development Journal.
  • Alpert, F. and Roberts, C., 2010. Total customer engagement: designing and aligning key strategic elements to achieve growth. Journal of Product & Brand Management.
  • Andersson, T.D. and Mossberg, L. 2004. The dining experience: do restaurants satisfy customer needs?.Blackwell Publishing Ltd: Food Service Technology.
  • Andrews, R. 2003. Research Questions. London: Continuum International Publishing.
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  • Babbar, S. and Koufteros, X. 2008. The Human Element in Airline Service Quality: contact personnel and the customer. International Journal of Operations and Production Management.

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