University Hospitality Management: Cape Lighthouse Case Study Report

This report analyzes a hospitality case study centered on the Cape Lighthouse restaurant. The study examines the expectations of customers regarding service quality, including prompt attention, coordinated service, and appropriate responses to issues. It delves into the impact of customer service on restaurant success, highlighting the importance of customer satisfaction and the consequences of poor service, such as negative word-of-mouth and loss of business. The report proposes a series of actions the General Manager should take, including apologies, compensation, and staff training. Additionally, it outlines strategies for gathering customer feedback through surveys and feedback forms to identify persistent problems. Finally, the report details policies and procedures related to booking, staff conduct, customer service, and complaint management, offering solutions to the issues encountered in the case study, such as booking problems, staff presentation, and customer service issues, and providing actionable steps to improve the customer experience. The report is contributed to Desklib, a platform providing AI-based study tools.

Running head: HOSPITALITY
Hospitality
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
Answer 1..........................................................................................................................................2
Answer 2..........................................................................................................................................2
Answer 3..........................................................................................................................................2
Answer 4..........................................................................................................................................3
Answer 5..........................................................................................................................................4
References........................................................................................................................................7

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Answer 1
According to the case study, Mr. and Mrs. Jones expected their expectations to be
fulfilled in terms of the service provided by the staffs of the restaurants. The customers expect to
be informed that the will be shortly guided to their table and apologizing for the inconvenience
caused by the restaurant (Wilson et al. 2012). Additionally, the customers also expect to receive
their entrees, main course, and drinks in a coordinated manner. If the restaurant fails in
delivering so, the customer expects an explanation along with an apology (Jahanshani et al.
2014).
Answer 2
Customer service is the key that determines the success of the restaurant business (Orel
and Kara 2014). The customers expect to have their requirements fulfilled by high-quality
customer service (Shanka 2012). If the customers leave the restaurant dissatisfied, they will not
return to Cape Lighthouse in the future. Rather a poor customer service would spread negative
word of mouth for the restaurant business (Dabholkar 2015). The customers visiting the
restaurant would not recommend the place to their families and friends. This would cut down the
customers and business for the restaurant thereby, making it difficult for the restaurant to survive
in the competitive market (Ryu, Lee and Gon Kim 2012).
Answer 3
As a General Manager of Cape Lighthouse, I would retrieve the contact details of Mr. and
Mrs. Jones and send them an apology letter along with apologizing them personally over the

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phone. In order to compensate the loss encountered by Mr. and Mrs. Jones, the restaurant would
like to arrange a dinner for them in their desired table and offer 30% discount for the couple. For
future, we would like to train the staffs how to handle such situations without hampering the
customer service.The apology letter to Mr. and Mrs. Jones would be drafted as follows:
Dear Mr. and Mrs. Jones,
On behalf of Cape Lighthouse, I, the General Manager of the restaurant would like to
extend my sincere apologies for the negative and poor customer service that you have received
from our restaurant.
Our goal is to provide excellent customer service that we failed to deliver. Our staffs were
extremely unhelpful and unapologetic in considering and fulfilling your expectation and making
your anniversary special. I am fully aware of your reason to be angry and disappointed in
receiving poor customer service.
As a General Manager, I would like to apologize for ruining your special day and would like
to compensate the loss happily.
Regards,
General Manager of Cape Lighthouse
Answer 4
As a General Manager of Cape Lighthouse, it is significant to know if the experience
encountered by Mr. and Mrs. Jones are occurring on regular basis. Customer feedback is the best
way to know whether this was the first time that the issue has taken place or poor customer

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service is a persistent problem for the restaurant. As a General Manager, the approaches
undertaken by me will be:
 Gathering the contact details of the customers within a range of 3 months of Mr. and Mrs.
Jones incident
 I will then email a survey form to the selected customers and request them to fill the form
and share their feedback
 I will also inform the customers about the survey in their contact number through a text
message
 Additionally, for the present customers, I will provide a feedback form before payment
for sharing their experience in terms of customer service.
Answer 5
According to the given case study, the issues encountered include booking, staff
presentation/greeting/hosting, and customer service procedure. The policy and procedures
include:
A. Booking Policy
Name: Restaurant Reservation Policy
Aim: To enable table booking service for the customers prior their visit to the restaurant
Details: Name of the person/s, number of people, preferred table, time of the visit.
Procedures: The customers need to book the table prior 1 month and a follow up from the
restaurant before a week and before 2 two days.

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The requirement to train staffs: The staffs need to be trained with respect to handle and
manage calls along with maintaining the reservations.
Monitoring the effectiveness of the policy: by analyzing, the customers are coming on the day
of their booking and their expectations and requirements are fulfilled.
Policy is made available to the customers
B. Staff Presentation/Greeting/Hosting
Name: Code of Conduct Policy
Aim: To provide excellent customer service
Details: the policy ensures that the staffs are well presented in front of the customers thereby,
greeting, and hosting the customers diligently.
Procedures: Upon arrival, the staffs need to guide the customer to the table and ask them their
preferred drinks and order food. The drinks and the foods should be served in a coordinated
manner.
The requirement to train staffs: How to communicate with the customers along with hosting
and greeting them.
Monitoring the effectiveness of the policy: By considering the customer's feedback
Policy is made available to: the customers
C. Reporting Requirement Policy
Name: Reporting Requirement Policy

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Aim: To ensure that the customers reach the right person during any issue
Details: The policy ensures that if the customers encounter any issue during their visit to the
restaurant, they are able to contact the responsible authority easily.
Procedure: In implementing the policy, the customers should approach the staffs and request for
communicating with the responsible authority.
Requirement to train staffs: The staffs should be aware of the responsible people handling the
issues faced by the customers and help the customers communicate with the person without any
delay.
Monitoring the effectiveness of the policy: By considering the feedback of the customers
Policy is made available to: the customers
D. Customer Service Procedure
Name: Work Ethics Policy
Aim: To provide excellent customer service
Details: The policy ensures that the staffs maintain minimum time taking the orders and
delivering it the table in a synchronized manner.
Procedures: The drinks need to be served with the entrees or 15 minutes prior to serving the
entrée. The main course needs to be served only after the entrees are finished and taking
permission from the customers and for serving the desserts.

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Requirement to train staffs: The staffs need to be trained on how to approach and
communicate with the customers
Monitoring the effectiveness of the policy: By considering the customer feedbacks
Policy is made available to: the customers
E. Dealing with Complaints Policy
Name: Complain Policy
Aim: To ensure that the complain of the customers are attended and responded without any
delay
Details: This policy ensures that complain of the customers are attended and responded instantly
and provide suitable compensation instantly.
Procedure: Upon the visit of the customers, the customer complains needs to be attended by the
staffs and resolve the matter at their earliest.
Requirement to train staffs: The ability to handle complains and provides suitable solutions.
Monitoring the effectiveness of the policy: By considering the feedback of the customers
Policy is made available to: the customers

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References
Dabholkar, P.A., 2015. How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.
Jahanshani, A.A., Hajizadeh, G.M.A., Mirdhamadi, S.A., Nawaser, K. and Khaksar, S.M.S.,
2014. Study the effects of customer service and product quality on customer satisfaction and
loyalty.
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer satisfaction,
and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer
Services, 21(2), pp.118-129.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality
Management, 24(2), pp.200-223.
Shanka, M.S., 2012. Bank service quality, customer satisfaction and loyalty in Ethiopian banking
sector. Journal of Business Administration and Management Sciences Research, 1(1), pp.001-
009.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
Integrating customer focus across the firm. McGraw Hill.

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