Service Quality in Buffalo Wild Wings Restaurant - Report Example

Service Quality Service Quality Introduction Service quality is an important part of success for restaurants like Buffalo Wild Wings. I went there to the restaurant and found that there were several problems related to its management and service quality. There was no concept of service quality which is based upon understanding the needs of the customers. Moreover, there is the need for a collaborative strategy which can be used for achieving the critical goals of the operations. Promptness is another area which needs to be enhanced by the restaurant. The restaurant needs to focus on developing viable and proactive strategies for success. It needs to have a collaborative approach which can be used to attain long term success. Unique Practices in Operations Buffalo Wild Wings has complex operations which were observed by me when I went there for having food. The restaurant has some levels of service quality which is based upon reliability and consistency. The restaurant has some levels of reliability which is an important factor that must be taken into account when making decisions. Moreover, the restaurant strives to create a congenial environment for the entire customers. Service quality is based upon service assurance which is also implemented within the organizational environment. However, there are some problems related to operations in the restaurant. The physical structure of the restaurant is considerably good. The décor, seating, and lighting are all adequate which has the potential to create a fun and relaxed environment for visitors. I was enamored with the decoration and the seating as it was considered to be elegant and powerful. The restaurant’s waiters are not properly trained as I went during the time when a football match was being watched. The waiter was very busy and was not properly responding to my requests. Service quality at the restaurant is poor as the waiters are unreliable and unresponsive. I had to repeat the orders several times and give the waiter a reminder about the meals that we ordered. Particular aspect of Operations I was surprised at the lack of empathy at the operations of the restaurant. There was no concept of understanding the needs of the customers. Moreover, the workforce did not have the proper training and development to listen carefully. Empathy is about listening properly and responding to requests in a polite and courteous manner. The workforce at the restaurant apparently does not seem to be bothered to learn about the needs of the customers. This is a major problem because it can create negative impression about the restaurant’s image and reputation. The restaurant does not properly train its employees. Knowledge and courtesy is important part of the job for waiters. The waiter serving us was unable to assure me that the dinner would be served in an efficient manner. Moreover, there was a failure on the part of the waiter to deliver trust and confidence. I was also disappointed with the extremely poor service where the waiters were unable to be friendly. They did not provide some form of entertainment or extra service which is also important part of the restaurant business. I also saw that some of the waiters were rude and intolerant towards other customers. The restaurant was full because of the football match that was being run. Rudeness and intolerance can lead to low customers for any restaurant. It was clear that the restaurant does not properly train its waiters. This is shown by their apparent lack of interest in any aspect of the process to serve the customers. Some of the waiters did not even have a friendly attitude towards the customers. Some of them were simply standing and talking to each other. They lacked the motivation to provide high levels of service quality. Motivated staff members in any restaurant can help to achieve high levels of efficiency and effectiveness. Moreover, they can create a collaborative strategy that can be used to assist the development of the restaurant. For this it is essential to have a comprehensive training program. But the restaurant does not seem to have such a concept of service quality. Empathy and Service Quality Empathy is an important part of service quality because it is based upon developing morality and ethics. It is part of the service quality process because the person must be able to understand the feelings and sentiments of the target market. The individual must be able to develop a comprehensive strategy for change which is based upon understanding the needs and requirements of the customers. Long term welfare is a key goal which must be met in a dynamic manner by the individual. Buffalo Wild Wings does not seem to focus on empathy towards customers. The waiters do not have an idea that each customer is different as I was able to witness their inability to deal with the needs of customers. Customers on different tables were yelling and arguing with the waiters who did not seem to be bothered with delivering good service quality. Each customer is different which means that the employees should learn to recognize such differences. This helps to develop a proper relationship which can lead to holistic approaches towards resolving key problems. The waiters did not have the ability to have multiple perspectives which is key element of success. Empathy is beneficial because it provides considerable knowledge about the individual in a dynamic manner. Another benefit is that empathy helps to create a system of presence in the customer. The waiters at the restaurant were not bothered about empathy because they only wanted to complete their jobs. The waiters did not have openness which is to be clear and precise with the customer. I saw that my waiter was not providing me with complete answers to questions that I asked about the different food and beverages in the menu. This is a major problem which must be addressed by the restaurant. Empathy helps to create high levels of openness which can be used to fight deceptiveness. The power of empathy is such that it is an important part of service quality. Empathy is an important part of service quality since it is concerned with developing a strong relationship with the customers (Lee et al, 2000). It should be developed at the restaurant through the use of collaborative and innovative strategies. Moreover, there is the need for efficient and effective approaches which can be used to attain long term success in a short period of time. The development of innovative approaches is critical to success as it leads to positive outcomes. Empathy is also about taking customers to be unique individuals who will benefit in the growth of the restaurant. This aspect of service quality was lacking in the staff members in the restaurant who took the customers for granted. The waiters were not bothered about making the customers comfortable in the restaurant. High levels of consistency and uniformity must be demonstrated in order to ensure the success of restaurants. However, this restaurant did not have any such concept. The management appeared to be unconcerned about the rush at the restaurant. This means that they did not want to focus on meeting the needs of the customers and checking if the waiters were able to provide friendly and prompt service. Another problem was that the management appeared to be oblivious to the fact that there were a huge number of customers in the restaurant. Smart management is able to understand the need for monitoring the situation carefully. They are able to craft a superior strategy for success which is based upon achieving high levels of success within a short period of time. Conclusion At the Buffalo Wild Wings restaurant it was clear that empathy aspect of service quality was not being practiced. This is a major flaw since empathy is concerned with values like understanding, innovation, collaboration and happiness. Empathy helps to ensure that the obstacles to action can be combated in an efficient manner. The staff members at the restaurant did not seem to have a way of knowing the needs of the customers. Moreover, they seemed to be devoid of the ability to have multiple perspectives which is key element of success. Empathy is beneficial because it provides considerable knowledge about the individual in a dynamic manner. Another benefit is that empathy helps to create a system of presence in the customer. The waiters at the restaurant were not bothered about empathy because they only wanted to complete their jobs. Service quality must be enhanced by the restaurant through the presence of clear and precise goals. There must be the application of innovation and creativity which can be used as a tool for achieving critical success within a short period of time. The development of success is based upon the need to confront problems in a prudent manner. Service quality at the restaurant should be able to provide consistent levels of support. They should be able to develop appropriate strategies that can be used for achieving critical success. Read More