Remington Steakhouse

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The Remington Steakhouse
[Assessment of Service Quality Satisfaction]
To: Management
From: Caroline Hall
Date: September 27, 2012
RE: Service Quality-Satisfaction-Retention-Word of Mouth Study

After conducting a survey to evaluate the service quality satisfaction of customers from Remington Steakhouse in comparison to its competitors, we have developed a few strategic recommendations in order to further improve customer satisfaction.

Research findings suggest that consumers consider five dimensions in their assessment of service quality. The dimensions represent how consumers organize information about service quality. These dimensions include: Reliability: Ability to perform the promised service dependably and accurately. Responsiveness: Willingness to help customers and provide prompt service. Assurance: Employees’ knowledge and courtesy and their ability to inspire trust and confidence. Empathy: Caring, individualized attention given to customers. Tangibles: Appearance of physical facilities, equipment, personnel, and written materials.

The survey that was conducted took six general restaurant attributes and evaluated their importance to customers from 1 (not important at all) to 7 (very important). The six attributes included food quality (tangibles), quick service (responsiveness), reasonable prices (assurance), large portions (tangibles), good atmosphere (tangibles) and competent employees (empathy). From the survey our consensus of the general importance of these attributes are as follows:

Importance of Restaurant Attributes
Food Quality| 6.09|
Quick Service| 5.99|
Reasonable Prices| 5.39|
Large Portions| 4.95|
Good Atmosphere| 4.74|
Competent Employees| 3.12|

From here our query was how Remington’s customer’s perception of these attributes compared to its competitors. Our survey concluded the following:

Perception Measures of Importance

| Remington| Longhorn| Outback|
Food Quality|...
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