GROUP 5 EBOOK Let's Get Started SERVICE QUALITY OF PAK LAH CAFE
CONTENT ANALYSIS GOOD REVIEWS VS BAD REVIEWS TABLE OF CONTENTS IN THIS E-BOOK, WE'LL TALK ABOUT HOW THE CUSTOMER VIEWS PAK LAH CAFE AND THE COMMENTS THEY LEAVE REGARDING THEIR QUALITY SERVICE. GROUP 5 EBOOK TASTE PRICE MENU STAFF ENVIRONMENTAL SPEED PLACE BENCHMARK
THE FOOD WAS REALLY NICE DELICIOUS AS HELL. BEST FOOD IN UTM. FOOD IS QUITE DELICIOUS AND ECONOMICAL. THE FOOD IS GOODRECOMMENDED TASTE SERVICE MARKETING EBOOK GOOD REVIEWS PRICE AFFORDABLE PRICE FOR STUDENTS GOOD FOOD WITH REASONABLE PRICE. CHEAP PRICES CHICKEN & CHICKEN CHOP IS THE CHEAPEST & MOST AFFORDABLE IN UTM MENU STAFF VARIOUS CHOICE OF FOOD VARIETY OF FOOD ESPECIALLY BREAKFAST THERE ARE MANY TYPES OF LUNCH DISHES. BREAKFAST FEW OF VARIETY & TASTE GOOD BEST SERVICE THE WORKERS ARE ALSO OKAY AND FRIENDLY ENVIRONMENT PLACE CLEANLINESS IN SATISFACTORY CONDITION. DINING AREA IS COMFORTABLE THE ENVIRONMENT ALSO QUITE NICE, SOOTHING AND PRETTY CLEAN. THE PLACE IS NICE AND CLEAN. CONVENIENT PLACE CONVENIENCE TO HAVE THIS RESTAURANT JUST AROUND SCHOLAR INN GOOD PLACE FOR BREAKFAST LOCATED NEARBY SCHOLARS INN,UTM
BAD REVIEWS FOOD NOT NICE AND EXPENSIVE SERVICE MARKETING EBOOK TASTE PRICE FOOD IS VERY OILY AND AWFUL. THE FOOD SOMETIME A BIT SPICY. NOTHING NICE ABOUT IT, FOOD NOT TASTY. THEIR RICE QUALITY CHEAP AND CHICKEN NOT COOKED WELL. MENU STAFF ENVIRONMENT SPEED PLACE NOTHING MUCH TO HAVE THERE FOR BREAKFAST. NICE PLACE BUT NEED MORE MENUS NOT MANY CHOICES. THE AFTERNOON MENU IS THE SAME EVERY DAY STAFFS ARE WORKING HARD BUT DISHEVELLED SERVICE A LITTLE BIT BAD THE STAFF ARE ARROGANT. THE STAFF ARE VERY RUDE AT THE COUNTER. WAITRESS NOT FRIENDLY SOMETIMES THE TABLE IS A BIT OILY FOR SOME REASON. SMELLY DUE TO DRAINAGE CLOGGED OUTSIDE THE CAFE. NOT THE SAME AS IN THE PICTURES. THE PLACE IS UNCOMFORTABLE. THE FOOD WAS DELIVERED TOO SLOW. THE SERVICE IS SLOW ESPECIALLY AT NIGHT. HOT MEALS AT NIGHT ARE EXTREMELY SLOW PLACE IS OLD AND RUN DOWN.
1 2 SERVICE MARKETING EBOOK SERVICE DELIVERY SYSTEM (SDS) AUDIT & CUSTOMER EXPERIENCE ANALYSIS Eizzan Cafe Kafe Khalisyah Der Cabin Bistro The 3 competitors of Pak Lah Cafe: Target market and Market Segments CAFE ATRRIBUTE PAKLAH CAFE EIZZAN CAFE KAFE KHALISYAH DER' CABIN BISTRO TARGET MARKET MARKET SEGMENTS G E OG RA P HIC Student Lecturer Staff Student Lecturer Staff Student Lecturer Staff Families with children College students Teenager Seniors Location: - Skudai, 80990 Johor Bahru -Near to residential area. Location: - UA4, UTM, 80990 Skudai, Johor -Near to residential area. Location: - UTM, 80990 Skudai, Johor -Near to residential area. Location: - PTD105987, Taman Kulai Permai, Kulai - In urban area D EM O G RA P HIC Age: 18-50 years Income: low & middle Gender: male & female Race: varying of race Age: 18-50 years Income: low & middle Gender: male & female Race: varying of race Age: 18-50 years Income: low & middle Gender: male & female Race: varying of race Age: Toddlers-50 years Income: varying income levels Gender: male & female Race: vary of race PS YC H OG RA P HIC B EHA VIO RA L Lifestyle: concern of nutrition Personality trait: openess to experience Lifestyle: concern of nutrition Personality trait: openess to experience Lifestyle: concern of nutrition Personality trait: openess to experience Lifestyle: enjoy western food Personality trait: love to trying a new menu Dining with: friend, solo & partners Dress type: formal, casual, work attire, trendy & workout wear Dining with: friend, solo & partners Dress type: formal, casual, work attire, trendy & workout wear Dining with: friend, solo & partners Dress type: formal, casual, work attire, trendy & workout wear Dining with: family, friend & partners Dress type: formal, casual & work attire
SERVICE MARKETING WORKBOOK 3 Service Quality Management CAFE SERVICE QUALITY PAKLAH CAFE EIZZAN CAFE KAFE KHALISYAH DER' CABIN BISTRO R E A LIBILITY They must do some online ordering, such as through Food Panda or Grab Food, or have their workers deliver to the nearest location. The cafe must employ a large number of workers to speed up customer orders and not make customers wait. The cafe must set a cheap and reasonable price for students. TA N GIBILITY E M P AT H Y R E S P O N SIV E N E S S A S S U R A N C E The cafe's equipment must be replaced, and it must adopt a more appealing and clean cafe design. The facilities of the cafe need to be improved, such as the arrangement of physical facilities and getting more table dining for customers. The cafe must provide clean and neat clothes for the employees to reflect the cafe's cleanliness. The cafe must-add new menu items, such as rice with numerous side dishes, are required. The price at the cafe must be reasonable according to the target market and also reasonable for students at nearby universities. The employees of cafe should get adequate support from the service firm’s management to do their jobs well. The employees of cafe must be courteous to customers after they have completed their service at the cafe, and customers will feel safe in their transactions after they are satisfied with the services provided in the cafe by the cafe's employees. (Arked Lestari) (Arked Meranti) The cafe's equipment is welldesigned, but it needs to be decorated more in order to attract more customers. The facilities of the cafe need to be improved, such as getting more table dining for customers. The parking space must be expanded for customer convenience. The cafe must train its employees to provide excellent service for all customer requests. The employees of cafe must be friendly to customers to attract more customer loyalty. To increase customer loyalty, the cafe must provide more training to employees to maintain and improve their skills in providing good service for every request from customers. The employees of cafe must be efficient in serving each customer and responsible for any issues that get feedback from customers, whether the services satisfy them or not. If customers provide feedback and comment on the cafe's food, the cafe must improve and take some responsibility for its service quality.
SERVICE MARKETING WORKBOOK Customer Satisfaction and Expectation 4 5 Intangible Services Pak Lah Cafe Pak Lah Cafe used a classical design which is a traditional Malay-style design for a cafe. The cafe is spacious, clean and bright. The classical design made people easily emphasise this cafe. Large spoons and forks show the unique characteristics of the restaurant. Eizzan Cafe Food photos are displayed on the board in a big way to attract customers' appetites, and customers can know what food is on sale. Kafe Khalisyah Kafe Khalisyah uses large price displays to explain their food and prices to customers clearly. Der Cabin Bistro Der Cabin Bistro used a modern design, a container-style design for their cafe. The cafe employee was wearing the same cloth to differentiate employees from customers. The outdoor spaciousness has become a characteristic of the cafe. Attributes Pak Lah Cafe 4/5 339 Google Reviews Eizzan Cafe Kafe Khalisyah Der Cabin Bistro 4,8/5 236 Google Reviews Food Variety "There are many types of dishes" “Variety of choices" "Variety of halal food to be chosen." "Various options of western food" Cleanliness "Cleanliness in satisfactory condition" “Clean and comfy” "Clean, hipster aesthetic cafe" "Clean & Cozy" Staff Hospitality "The workers are also okay and friendly" "The staff was humble and generous for offering additional veggies & appologize for the delay" "The workers are nice and polite to the customers" "Their service was commendable. The staff asked us how the food was and this shows they are genuine in always improving their food and service" Price "The price is suitable for students" “Suitable cafe for students at reasonable price” "Place to eat with affordable price." "Affordable price and the portion is so large" Atmosphere "The environment also quite nice, soothing" "Enough space for hang out with friends and air circulation is good because not too crowded" "Environment is a bit hot and need to install a good ventilating system for better airflow." "Environment is very good"
6 7 CUSTOMER ORIENTED MENU STRATEGIC LOCATION SERVICE MARKETING EBOOK Core Value Proposition Positioning Map VARIETY CHOICE Pak Lah Cafe studies the customer behaviours and serve different types of food based on the menu that customer pick the most. The location of Pak Lah Cafe is close to student area and faculties in the university, which makes the cafe students and lecturers first choice to go to for breakfast, lunch or dinner. In Pak Lah Cafe, the food is serve by self serve, where customers can pick various combination of dish, or they can go to the counter and order food to be freshly made such as chicken rice, nasi lemak or nasi ayam penyet.
8 9 Cafe Pak Lah Cafe Kafe Khalisyah Der Cabin Bistro 1. Event catering 2. Wedding catering 3. Akikah 4. Offers RM40 coupon per each room in Scholar’s Inn – for the customers who stay in Scholar’s Inn 1. Self service 2. Menu is clearly displayed on the wall 3. Provides few payment methods 1. Provides seating area for the customers when they are waiting for a seat. 2. Provides free tissues 3. Collaborate with Food Panda and Grab Food to provide food delivery 4. Foods portions are big 5.There are many available parking spots 6. Wheelchair accessibility – outdoor and no stairs SERVICE MARKETING EBOOK Servicescape of Pak Lah Cafe Service Offered Provides tables of different sizes and different number of seats Provides 1 recycle bin and 1 rubbish bin 2 counters for cashier and order counter Suggestion: Little changes
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