UMAC 2017 | IRM Coursework SERVQUAL Presentation Conrad Lobby Lounge
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This document summarizes research conducted at the Conrad Lobby Lounge in Cotai Strip, Macau to evaluate customer satisfaction and identify areas for improvement using the SERVQUAL methodology. A questionnaire was distributed to 104 customers and results showed overall high ratings for reliability, responsiveness, assurance and empathy but lower scores for tangible aspects. Suggestions include diversifying the menu, upgrading hardware like blankets and music, and providing more information to customers about redemption programs. The research aims to help the lounge deliver a unique service experience and serve as an example for other local F&B establishments to assess themselves.
UMAC 2017 | IRM Coursework SERVQUAL Presentation Conrad Lobby Lounge
- 1. Back to Basics theDelivery of aUnique ServiceExperience M. Sc in Inte rnatio nalInte g rate d Re so rt Manag e m e nt F&BService Conrad Lobby Lounge MB74630 Jovita TOU MB74634 Katrina UN MB74524 Jiaqi CHEN MB74690 Jane CHAN MB74631 - Samantha LAM MB74684 ZackFONG Mentor: Prof. Dr. Glenn McCartney Date of Presentation: 20 Nov 2017
- 2. Tableof Content Introduction & Objective Questionnaire Result Implications Suggestions
- 4. Introduction Conrad Lobby Lounge Located right at the center of Cotai Strip Sands Cotai Central. Next to the Conrad Lobby. Tens thousands passes by each day. Operates 20 hours a day covers all meal period and wide range of food High fluctuation of business and not directly related to hotels occupancy.
- 5. Objective Using SERQUAL to evaluate the strengths and weaknesses of the Conrad lobby lounge in orderto find a way to provide an unique service experience to customers. Method Date of Research From October 28 to November 3 Survey Method Personal one-to-one interviews and distributed SERQUAL questionnaire to customers by service team. Mission To understand consumers expectation on creating a unique service experience.
- 12. Questionnaire 150 authentic printed copies. 120 are collected within time frame 104 are validated.
- 13. Background Statistic n=104 3% >18yo; 53% age 18-34 ; 44% age >35 60% female ; 40% male 16% Local ; 26% HK ; 36% PRC ; 25% Foreign
- 14. RESULT
- 15. Result
- 16. Result Overall the score of the five dimensions, the score range of item mean in each dimension is from 4.31 to 4.69. Furthermore, the reliability, responsiveness, assurance and empathy factor can reach the dimension average score (4.54), only tangible dimension have the score under average. It shows that the Conrad Lobby Lounge should put more attention in this dimension. 26/11/17
- 17. IMPLICATIONS
- 18. Implications- Menu Diverse Menu ---- menu design plays an important role in the food and beverage industry as it can enhance the satisfaction of the guest enjoying the food and service in the particular restaurant or lounge or even hotel.
- 20. SUGGESTIONS
- 21. Suggestions Suggestion from SERVQUAL result: Provide alternative solutions to solve tangible problems --- Blankets --- Music show Provide more types of choices on the menu with up selling training
- 22. Suggestions Suggestion from observation: More information about this redemption to customer, such as having a page on menu for promoting, decorating an attractive area for gift display, training and encouraging staff to do cross selling.
- 23. CONCLUSION
- 24. Conclusion Overall rating is high at 4.54; lowest at Tangible at 4.31, highest at Assurance with 4.69 Suggestion of improvement with menu diversify & hardware upgrading. The team hope this SERVQUAL module could also help local F&B service for self-accessing and self-correcting.
- 25. THANK YOU