Quailty Service Essay
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UNIVERSITY OF THE WEST INDIES
QUALITY SERVICE MANAGEMENT (MS32I)
ASSESSING THE CUSTOMER SERVICE BRAND OF CHILITOS RESTAURANT
Group Members
Jhenell Chung - 620011075
Danielle Douglas-620013499
Stephen Fenton - 620012299
Carleen Rhone – 620011244
Rhianna Smith - 620011681
Elizabeth Swaby - 620011313 Lecturer: Dr. A. Crick
TABLE OF CONTENTS
INTRODUCTION 3
CHILITOS 4
BRAND COMPONENTS 5 Functions 5 Benefits 5 Association 6 Personality 7 Promise 8
CUSTOMER SERVICE STRATEGY 9 Customer Service as a necessity 9
MAINTAINING/IMPROVING THE CUSTOMER SERVICE BRAND 12
REFERENCES 18
APPENDICES
INTRODUCTION
Chilitos was established as a family owned Jamaican/Mexican restaurant chain with two separate locations one in Kingston off Hope Road and the other in Montego Bay in close proximity to the Hip Strip. It has developed a notable reputation for its fantastic menu of “‘JaMexican’” meals, music and a wide selection of delectable beverages and a great place to unwind in a therapeutic atmosphere.
The restaurant’s brand however, is in need of rebuilding. It is it our belief that customer service is the foundation needed to see this reshaping through. Often entrepreneurs and mangers do not realise the importance of people i.e. employees in conducting business with customers. Customer service falls by the way side when many firms seek to differentiate themselves. In brand building customer service is one of the key pieces of the puzzle but often is the one that is most ignored. Aligning customer service and their brand is an essential but under-used way to attract and retain customers, differentiate the business, and boost brand loyalty for the unforeseeable future.
In order to assess the quality of the service being administered by Chilitos, mystery shopper assessments were performed. In addition, a quality service survey (see Appendix 1) was prepared and distributed to 15 customers, which aided in assessing the customers’ service
UNIVERSITY OF THE WEST INDIES
QUALITY SERVICE MANAGEMENT (MS32I)
ASSESSING THE CUSTOMER SERVICE BRAND OF CHILITOS RESTAURANT
Group Members
Jhenell Chung - 620011075
Danielle Douglas-620013499
Stephen Fenton - 620012299
Carleen Rhone – 620011244
Rhianna Smith - 620011681
Elizabeth Swaby - 620011313 Lecturer: Dr. A. Crick
TABLE OF CONTENTS
INTRODUCTION 3
CHILITOS 4
BRAND COMPONENTS 5 Functions 5 Benefits 5 Association 6 Personality 7 Promise 8
CUSTOMER SERVICE STRATEGY 9 Customer Service as a necessity 9
MAINTAINING/IMPROVING THE CUSTOMER SERVICE BRAND 12
REFERENCES 18
APPENDICES
INTRODUCTION
Chilitos was established as a family owned Jamaican/Mexican restaurant chain with two separate locations one in Kingston off Hope Road and the other in Montego Bay in close proximity to the Hip Strip. It has developed a notable reputation for its fantastic menu of “‘JaMexican’” meals, music and a wide selection of delectable beverages and a great place to unwind in a therapeutic atmosphere.
The restaurant’s brand however, is in need of rebuilding. It is it our belief that customer service is the foundation needed to see this reshaping through. Often entrepreneurs and mangers do not realise the importance of people i.e. employees in conducting business with customers. Customer service falls by the way side when many firms seek to differentiate themselves. In brand building customer service is one of the key pieces of the puzzle but often is the one that is most ignored. Aligning customer service and their brand is an essential but under-used way to attract and retain customers, differentiate the business, and boost brand loyalty for the unforeseeable future.
In order to assess the quality of the service being administered by Chilitos, mystery shopper assessments were performed. In addition, a quality service survey (see Appendix 1) was prepared and distributed to 15 customers, which aided in assessing the customers’ service
References: Brand Association. (2008). Retrieved March 22, 2012, from Management Study Guide: http://managementstudyguide.com Brand Promise Chilitos. (n.d.). Retrieved March 25, 2012, from JAMAICA Travel and Culture: http://www.jamaicatravelandculture.com/ CHILITOS - A marriage of Jamaican and Mexican styles Chilitos ‘JaMexican’. (n.d.). Retrieved March 13, 2012, from Facebook: https://www.facebook.com/ Chilitos Mexican Crick, A. (2012). Building a Service of Culture [PowerPoint]. Kingston, Jamaica: University of the West Indies: Bachelors in Management Studies Shaw, C., & Ives, J What is Brand Personality? (2008). Retrieved March 22, 2012, from Management Study Guide: http://managementstudyguide.com Appendix 1 – Quality Service Survey