Service Blueprint for Service Improvement in the Restaurant Author: Miss Pruetsapa Hirunopaswong, Dr. Ardiporn Khemarangsan Hotel and Tourism Management Program, Silpakorn University International College
Abstract As the competition in the restaurant industry become more. Service quality becomes important to achieve the success restaurant. Service Blueprint is one of the methods that use to apply to improve the service system. The process of blueprint is a necessary tool that the restaurant can view all of process of the restaurant’s operation between the customer and providers. The paper aims to examine and apply to improve in the service processes of the restaurant by using the Service Blueprint to be the technique that used to understand customer service experiences. For the service blueprint design, an in-depth interview and a quantitative research method was used based on a customer expectation on the target customer who always to dining-out in the restaurant. The providing emphasize on value co-creation and design characteristics of service systems, and identifying the most important service system characteristics perceived by the customer, is the important way to improve the service.
Keywords: blueprint, service, improvement, restaurant Introduction The trend of food and beverage industries in Thailand is growing in the positive direction because the customer behavior on eating out (Thansettakij Newspaper, 2012). Many reasons, hungry, social business and personal reason, affect guests to visit the restaurant. Whatever the reason, customers expect their dining experience to be positive (Ninemeier and Hayes, 2006). Developing high-quality dining experience (Rong and Jun, 2012) is the better way to create value of service to attraction (Sandström et al, 2008). Increasing market competition and growing customer service demands influence the organization to improve efficiency the service processes (Mascio, 2007). The good service process is the first for the restaurant to gain competitive advantage, to marketing success and to growing (Hee
Graduate School of Silpakorn University
The 2nd national and International Graduate Study Conference 2012
and Young, 2001). Restaurants that use the delivery of high service quality have the stronger competitive position (Kit and Ka, 2001). Customer Satisfaction and Customer Expectation The outcome of customers’ evaluation of a service is the satisfaction that based on a comparison of the recognition of service delivery with their previous expectations. (Johnston and Clark, 2005). Thus restaurant need to understand the customers’ service expectations (Johnston and Clark, 2001:2005; Ford and Heaton, 2000), that is an essential for delivering greater service because they represent implicit performance standards that customers use in assessing service quality (Andronikidis et al, 2009). Understanding customer expectations performed an importance part for delivering the customer satisfaction. Customer expectations include two levels are desired expectation and adequate expectation. Desired expectations represented the customer wanted the service to perform that the service “should be”. While adequate expectations are the satisfactory performance that the service “will be” (Yen and Soe, 2010). Customer Experience and Service Process Services are the experience that depends on human and delivery system. Because of the growing of Service Business, the organization should move into the customer experience management that is importance to creating customer loyalty by creating meaningful and memorable. (Bitner et al., 2007). Experience can be determined as the aggregate and increasing customer awareness created during the process of learning about, obtaining and using a product or service (Jiang, 2008). Customer experience has been treated as embedded in service quality. It is also measured by comparing...