Small-Cale Chinese Restaurant in Hatfield - Dissertation Example

They compare the perceived benefits received against the perceived costs in terms of sacrifices they make. If they are not treated fairly, the perceived customer value is not derived. The study also finds that the two restaurants under study have their own restaurant management methods. One has an authoritative structure with formal procedures and policies while the other nurtures a culture of service, with its roots in the Chinese culture, characterized by guanxi and harmony. Both have created their own points of differentiation.

One thrives on food quality and the other on service quality. The study concluded by recommending that restaurants should adopt experiential marketing which would enable evaluating and understanding customers’ point of view, their expectations and perceptions. Customer feedback should be adopted as a strategic imperative which is being ignored by one of the restaurants under study. Employee empowerment is another human resources strategy that should be adopted. While a customer-focused approach is essential the finer details of the strategy would depend on the size of the restaurant, the level of the restaurant, the clientele it serves, the cuisine it has on offer and on the objectives and goals of the company.

Acknowledgement The presentation of this dissertation has been a challenging and one of the most satisfying experiences in my academic life. It has been possible to complete this study only with the support, guidance and patience of the following people: Ms Bunce Sally, my tutor, whose patience and guidance has been a motivating factor. She undertook to be my supervisor despite her academic and professional commitments. Her persistence in corrections helped me achieve this level of work. The owners of two.

The hospitality sector, being a service sector, maintaining service quality is a major challenge. Competitive advantage and consequent success relies heavily on the service delivered. Globalization and internationalization have made the business environment even more challenging. The delivery of service depends upon several factors, the human resources being the most important factor. Every interaction in the service sector is a service encounter and such encounters take place at various levels.

With services being intangible, heterogeneous, perishable and inseparable, how these elements are perceived by the customer would lead to customer satisfaction. Besides, elements of human “chemistry” may affect service delivery as some might be more committed to successful service encounters (Lashley, 1998). However, assessing customer expectations of satisfactory service becomes difficult. With the globalization of the food industry, the British appetite for global food transformed national eating habits.

Asian cuisine became palatable along with the traditional English fish and chips or burger chips. As per a survey conducted by, Valued Opinions, a company that conducts paid surveys, Chinese food is Britain’s favorite takeaway. A market research report by Mintel also shows that Chinese cuisine has come out on the top for the first time as the nation’s most popular takeaway meal. By now, more and more western people enjoy Chinese cuisine in the UK as they find Chinese food is not just delicious, but green and healthy as well.