Service Quality at Levy Restaurant

This dissertation investigates potential improvements in service quality at Levy's Restaurant (formerly Letheby & Christopher Ltd.) at Wembley Arena. It employs both primary (customer surveys) and secondary research methods to examine the relationship between service quality, customer satisfaction, and loyalty. The study reviews existing literature on service quality models (SERVQUAL, DINESERV, RSQS), evaluates their suitability for the context, and identifies factors contributing to Levy's perceived passivity regarding service quality. The research methodology includes a questionnaire survey of 200 customers, focusing on service quality dimensions and customer loyalty. The findings provide recommendations for improving service quality at Levy's Restaurant, aiming to enhance customer satisfaction and loyalty.

DISSERTATION
Improving ‘Service Quality’ standards in a
UK retail catering company - Letheby and
Christopher

ACKNOWLEDGMENT

ABSTRACT

CONTENTS
CHAPTER 1: INTRODUCTION...........................................................................................................................1
1.1. Introduction 1
1.2. Company Background 1
1.3. Relevance of the research for Levy restaurant 2
1.4. Academic relevance of research 3
1.5 Aim and Objectives of research 4
CHAPTER 2: LITERATURE REVIEW.................................................................................................................6
2.1. Introduction 6
2.2. Service Quality and its relationship between Customer satisfaction and customer loyalty 7
2.3. Importance of service quality in improving the overall efficiency of the business 9
2.4. Measuring service quality by SERVQUAL, DINESERV and RSQS model 11
2.5. Role of employees and managers in achieving, maintaining and improving the service quality in
the company 15
2.6. Factors responsible for Letheby & Christopher catering company to remain passive in case of
service quality 16
2.7. Current process of quality service in Letheby & Christopher catering company 17
2.8. Conclusion 18
CHAPTER 3: RESEARCH METHODOLOGY.....................................................................................................19
3.0. Introduction 19
3.1. Research Philosophies 19
3.2. Justification of the Research 20
3.3. Research approach and Type of Research 21
3.4. Methods of Data Collection 21
3.5. Sample Selection 22
3.6. Data Analysis 22
3.7. Validity and Reliability 22
3.8. Research Ethics 23
3.9. Research Limitations 23
CHAPTER 4: DATA ANALYSIS AND FINDINGS..............................................................................................25
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS..................................................................................26
CHAPTER 6: REFLECTIVE STATEMENT.........................................................................................................27
REFERENCES............................................................................................................................................28

List of Figures
Figure 1: The SERVQUAL model of analysis............................................................................................11
Figure 2: The Retail Service Quality Scale..................................................................................................13

CHAPTER 1: INTRODUCTION
1.1. Introduction
Most of the companies engaged in service businesses are making their best efforts in
order to improve their service quality with a view to satisfy their customers, especially in regards
with the retail catering industry (Brady and Cronin, 2001). By providing better quality services,
organizations will be in a position to increase the level of profits, satisfaction as well as loyalty
from the potential customers. Customers are the mainstay for almost every organization,
especially for the companies engaged in service and retail sector. If these firms are capable of
rendering efficient services to their potential customers than surely they will make their
consumers feel contended. This will in turn going to increase the sales as well as profits of the
firms. Thus, it can be attributed that satisfaction of customers and profits of the companies go
side by side. Thus, it is important on the part of management to concentrate on improving the
quality of services. The subsequent research report deals with analyzing the factors that helps in
improving the quality of services with special reference to Levy restaurant, which was popular
earlier by the name of Letheby & Christopher Ltd.
In the present research, both primary and secondary research methods are being used by
the researcher. The primary research will be conducted by making use of survey method. For the
purpose of conducting survey, a questionnaire will be prepared, which will distributed to various
employees and customers of the company. Employees are being included in the survey because
through them researcher will be able to have access on internal information regarding various
processes of the company. 200 customers as well as 50 employees will be approached by the
researcher. They will be approached during the time of event randomly. In addition to this, the
researcher has made use of dimensional sampling in order to select the appropriate samples from
the whole population. Thus, the total number of respondents in this study will be 250.
1.2. Company Background
The current research is being undertaken in Levy restaurant. It was earlier known as
Letheby & Christopher Ltd. The company provides premium quality vending and food services
to major sports and entertainment venues at a number of locations in the UK. These locations
comprise the Millennium stadium, Reading Football Club, Wembley Arena, Henley Regatta,
West Ham United Football Club, Edgbaston Cricket Ground and Henley Festival. Out of all
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these locations, the present research will focus only on Wembley Arena, which is situated in
north-west London (Brady and Cronin, 2001).
The case company falls under the umbrella of well established catering conglomerate in
the UK known as the Compass Group. As per the Levy’s financial annual sales report, the
company is being earning steady profits since the year 2005. However they have also come
across with various challenges during duration of this length. The company is facing such
difficulties, probably because of their negligence of some of the important aspects of service
quality. They are overlooking several issues related to service quality such as assuring,
maintaining and controlling. Thus, it becomes crucial on the part of organization to uncover
these problems so as to achieve higher standards of service quality. . [this should be in next
section, but needs to be a lot more specific about possible problems. Again, the ref here cannot
possibly be relevant. It is basically dishonest to stick in refs that bear no relation to the text, so
please stop it]
1.3. Relevance of the research for Levy restaurant
Having been an employee of Compass group for over six years now, I currently hold the
role of floor manager at several of their sites. Being in any organization for extended period of
time, it makes it easier for me to clearly visualize the faults of the company, if any. Based on my
own experience and also interviews with the Assistant General Manager and Staffing Manager of
levy restaurant at Wembley arena, the following areas of weaknesses are being identified and
these are underestimating and overlooking several aspects within the business like controlling
and assuring service quality, customer satisfaction, lack of direct customer feedback, lack of
feedback from management to employees and possible product development (Shkira and Gabeta,
2013).
Levy’s restaurant had a belief that by defining and developing quality service standards,
any catering company can achieve the long term success. Further, the company also takes into
consideration quality practices and standards so as to maintain the satisfaction level of the
customers. Each and every guest of the restaurant is greeted by warm welcome, heartfelt
invitation to return and they are also served with pride by the employee’s of the hotel. All these
service qualities make the customers satisfied and propel them to visit the restaurant repeatedly.
Attributing from the above it can be said that service quality plays a major role in catering
company.
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For those customers, whose food service experience is limited up to fast food and casual
restaurants, the perception of quality experience will be different in comparison with the
customers who often support and patronize full-service restaurants. Thus, meeting the
expectation of the customers, who have very limited experience of full-service restaurants, will
be very difficult and crucial for the catering companies. Unless and until the food production and
service standards are established in the company, the customers will be going to experience
many levels of quality (James, Evans and Lindsay, 2002).
Any research is generally carried out to add sufficient knowledge to the existing
knowledge base and it has some relevance and importance in the contemporary business
environment (McBurney and White, 2009). The topic undertaken for the study also has a high
degree of significance in the field of retail catering business. In this current competitive market
and economic scenario, it becomes really difficult for the catering companies to sustain effective
business in the market. In order to meet the specifications of the customers, each and every
organization is making their best efforts. Thus, in order to be distinctive, catering companies are
required to have some differentiation in their products and services such that they can be
identified as different from the crowd. The companies engaged in catering business can achieve
this differentiation by offering innovative products and service, through speedy and timely
delivery, low pricing and strong marketing strategy (Cronin and Taylor, 1992).
With reference to the above facts the current research report will investigate whether the
quality service helps in improving the overall efficiency of the business. Further, it will also
evaluate the current service quality process being followed in Levy restaurant (Company
Overview of Letheby & Christopher Ltd, n.d). The result and findings of this research will
provide assistance to the company in improving their service quality standards as well as will
help them in meeting out the expectations of the customers effectively.
1.4. Academic relevance of research
In any of the research, the literature review part is being defined as a process, which
analyzes the relevant past theories and data in regards with the subject of the research. It is also
used by the researcher in order to comprehend the critical points of current information available
about the topic (Fisher, 2007). This review is being performed with a view to investigate various
secondary sources. Many previous researches were being done by various authors such as Oliver
and Cronin and Taylor in the year 1980 and 1992 in regards with ‘service quality’ and ‘customer
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satisfaction’ (Parasuraman, Zeithml and Berry, 2001). They have focused on assessing the
difference between the two terms. Another author Gronroos has studied about the two
dimensions of quality (Gronroos, 2007). All previous research has mainly emphasized on
evaluating the various aspects of service quality.[this is an absurd statement]. Attributing from
these facts, the current research dwells into identifying the importance of service quality in Levy
Restaurant and various ways through which it can be improved for achieving better overall
efficiency of the restaurant.
1.5 Aim and Objectives of research
The main aim of this dissertation is to identify potential improvements in service quality
at Levy’s Restaurant and to test whether making these improvements might improve customer
satisfaction and increase customer loyalty. The specific objectives are:
 To review the evidence regarding the relationship between service quality, customer
satisfaction and customer loyalty, both generally and with specific reference to the
restaurant/catering sector.
 To evaluate the RSQS, SERVQUAL and DINESERV models for measuring customer
satisfaction, with the aim of finding the most suitable model to act as a basis for the primary
research, modifying the model as necessary for the specific research context. This includes
investigating the service quality factors that past research has considered relevant when
diners choose and evaluate service in a restaurant/catering context.
 To conduct a survey of customers of Levy’s restaurant at Wembley Arena at the time of
event using the model identified from the literature review, in order to measure customer
satisfaction and also to ask questions about customer loyalty towards the company.
 To make realistic and cost-effective recommendations about what appear to be the priority
areas to improve service quality at Levy’s restaurant earlier known as Letheby & Christopher
Ltd. at Wembley Arena.
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CHAPTER 2: LITERATURE REVIEW
2.1. Introduction
The literature review section of the report helps in providing a brief introduction about
the theoretical contributions that have already been done on a specified research problem by
various renowned authors. The present report deals with an investigation of whether
improvement in the service quality of the company can improve the level of customer
satisfaction and increase the customer loyalty. Further, the literature review part of the research
will going to review the relationship between service quality, customer loyalty and customer
satisfaction. The case company here in this research is Levy restaurant, earlier being known as
the Letheby & Christopher Company (Letheby & Christopher, n.d).
Service Quality is being defined as the universal concept. By providing better quality
services, organization will be in a position to increase the level of profits, satisfaction as well as
loyalty from the potential customers. There exist a positive relationship between the customer
satisfaction and profits of the company (Cronin and Taylor, 1992). Thus, it is important on the
part of management to concentrate on improving the quality of services. Attributing to this, the
consequent review is being conducted to determine various factors that probably lead the
company to remain passive in relation with the service quality (Johnston and Clark, 2005). The
quality of service can be measured by applying various tools and methods such as gap analysis,
SERVQUAL and RSQS model. Here, in this research report SERVQUAL, DINESERV and
RSQS model are being evaluated for the purpose of determining the best model that can be used
in the primary research In addition to this; the current literature review will also present the
importance of service quality in improving the level of customer’s satisfaction and customer
loyalty.
Aim and Objectives of this chapter
The literature review part of the dissertation will going to explore various secondary
sources related to service quality, customer satisfaction and customer loyalty. Wide range of
academic journals and articles in regards with the quality service and its importance in catering
industry will be evaluated by the researcher. In order to fulfill the aim of this chapter, there are
various objectives and these are as follows:
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 To review articles and journals that shows the relationship between service quality,
customer loyalty and customer satisfaction in regards with the restaurant sector.
 This chapter will also going to evaluate the importance of service quality in restaurant
industry.
 To explore various secondary sources in order to determine the best model among the
RSQS, SERVQUAL and DINESERV model, so that it can act as a basis for the primary
research.
 Further, this section will also going to analyze the importance and role of employees in
improving the service quality, which in turn leads to higher customer satisfaction and
loyalty.
2.2. Service Quality and its relationship between Customer satisfaction and customer loyalty
The word quality is often defined as “conformation to specifications”. However, this
phrase can be misleading as well. Quality often means “conformation to customer’s
specification”. This phrase reflects the customer’s definition of quality. The two things are
central to the modern concept of marketing services i.e. improvement in the quality and
adherence to accepted norms of quality (Baker and Cameron, 1996). The quality of services
being delivered to the customers results in satisfaction of the customers as well as their retention.
Further, service quality also helps in reinforcing the perception of the consumers that the value of
services being received is higher than the value being paid for it. There are many important
concepts of service quality such as modern quality and quality control. The modern quality
concept relates with the better profitability of the concern and on the other hand, quality control
concept relates with changing the mind as well as attitude of the customers (Fisher, 2007).
All customers assess the service quality by comparing what they are getting with what
they are expecting. In order to earn a reputation of quality, each and every organization is
required to meet out the demands of the customers or in other words needs to exceed their
expectations. The expectations of the customers majorly cover the five areas these are reliability,
responsiveness, tangibles, assurance and empathy.
 Responsiveness – It is being defined as the willingness in order to provide prompt
services and rendering supportive hands to the customers.
 Tangibles – It is the physical facilities, appearance of the personnel as well as the
equipments (Johnston and Clark, 2005).
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 Reliability – Reliability is means the ability of the company to perform the desired
services accurately, consistently and dependably.
 Assurance – The ability, knowledge, skills and courtesy of employees that convey trust
and confidence in front of the customers (Gronroos, 2007).
 Empathy – Empathy means the provision of individualized attention and caring to the
customers (Baker and Cameron, 1996).
According to Gronroos, there are mainly two quality dimensions. The first one is
functional and the other one is technical quality (Gronroos, 2007). Gronroos has focused on the
model, which states the comparison between the expectations of the customers in regards with
the services and the experience of services being received by them. This model is widely known
as the total perceived service quality model. The first dimension is technical quality. It refers to
the outcomes i.e. what customers are getting from the services of the company (Johnston and
Clark, 2005). On the other hand, the second dimension is functional quality, which refers to the
manner the services are being delivered to the customers. Both these dimensions influence the
perception of quality as well as the corporate image of the company in many ways. As per the
total perceived service quality model of Gronross, the perceived quality of the services is
affected by the experience of quality dimensions that customers adopts in order to evaluate the
quality of services. In addition to this, it is also affected by the perceived quality of a given
service along with the outcome of the evaluation process (Gronroos, 2007).
Service quality is widely considered as the determinant of customer satisfaction (Baker
and Cameron, 1996). This is because of the fact that satisfaction of the customers is generally
based on their experience on a particular products and services of the companies they encounter.
Oliver (1993) has suggested regarding the relationship of customer satisfaction and service
quality. He stated that service quality will always remain antecedent to customer satisfaction
irrespective of whether the constructs were transaction-specific or commutative [needs
explaining]. If the above defined expectation areas of customers regarding the service quality are
satisfied than they feel contented. They will strive to move towards those companies who better
satisfy their wants and needs, which will in turn make the, loyal customers. Higher the service
qualities, higher will the level of satisfaction, which in turn increases the visit of the customers
towards the restaurant. Thus, it can be attributed that there exists a positive relationship between
customer satisfaction, service quality and customer loyalty.
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2.3. Importance of service quality
The early present century as well as last decades of the previous century is being
designated by rapid development of service activities. The importance of these service activities
is also growing in the overall economic structure (Tornow and Wiley, 1991). In highly developed
countries it is being referred or declared as the key inspirations for overall economic and social
development. Service activities also has a similar to play in under developed economies and
countries, however their intensity of impact on the total economy is smaller as compared to the
developed economies (Cronin and Taylor, 1992). There are many factors that contribute the
increasing importance of role of services activities and their quality. Due to skyrocket pace of
development and application of modern technology, the service sector of many nations has
widened up by significantly changing the structure of overall economy. The relationship between
numerous service activities and consumers is being altered due to the contribution of informatics
technology. Furthermore, the production processes is being enriched by service activities once
the manufacturing stage of some products gets finished (Baker and Cameron, 1996).
In all these circumstances and situations, it is vital and very crucial to pay more focus on
improving the quality of services, dimensions and all measurement methods continuously. In
order to reach customer satisfaction, it is very important on the part of the companies to offer
high quality service abruptly. Complete satisfaction of the customers will reflect positively to
other competitors in the market as well as profitable business of service companies (Pang, 2008).
Rendering services to the customers is being considered as the important part of each and
every business concern, especially for those who are globally adopted. Organizations will be
efficient and better, if they keep quality of services as the forefront of their operations and
provide services as per the specifications of their customers. If the companies improves the
services quality than variety of benefits will be availed by both the organizations as well as the
customers to whom the services are being offered (Tornow and Wiley, 1991).
According to hunter Taylor, it is quite important for the companies to improve their
service quality. Customers are the kings of the company. If they are satisfied than more than half
a battle is been won by the organizations (Taylor, n.d). There are many firms who have separate
department for the customers, which take care regarding the needs and wants of the potential
customers. Those companies who fulfill their expectations can definitely expect effective and
better business. Some of the importance and benefits of improved service quality are as follows:
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 Enhancement in the reputation of the company – Generally, companies engaged in
services are being known by the type of services being rendered to the customers.
Organizations should always pay attention towards the kind of services that needs to be
offered to their potential customers. At times when the customers perceive a bad
impression regarding the company, it is more likely to result in the demotion of the
company in the intellect of the customers (Baker and Cameron, 1996). All customers who
have bad experience in relation with the services of the firm will tell their friends, family,
neighbors and other people they know about the company. This can be probably harmful
for the image as well as reputation of the organization in the market. On the other hand, if
the customers have positive view towards the company than they will transmit the same
experience and information by using blogs, social media etc. thus in turn, this will help
the company in gaining more new potential customers and will get the good reputation in
the market as well (Pang, 2008).
 Increase in the revenue – Improved service quality helps in increasing the revenues of the
firms and thus, increases the customer sales. Customers are more likely to develop
confidence towards the company’s ability, if their expectations from the products and
services are met down by the firms. All these actions prompt them to purchase more
goods and services from the same firm and let them to be a loyal consumer for the
company (Cronin and Taylor, 1992).
 Customer loyalty – When companies are in a position to meet the requirements of the
potentials customers and undoubtedly provide quality services to them than companies
will build up a good impression and relationship with the end users, which will in turn
support the companies to win loyalty from the customers. “Customers loyalty” is
considered as the key for the success and growth of the organizations (Catering Quality-
Service and Standards Training, 2010).
 Engaged employees – The business is also likely to increase and improve by the quality,
skills and abilities of the employees working in the organization. Furthermore, selling and
buying of products, rendering and receiving services are the interaction between the
potential customers as well as employees of the companies. Thus, it can be said that if the
customers are satisfied with the service quality, than all workers will also feel engaged
and will be more devoted towards their jobs (Sukamolson, n.d).
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 Increased customer satisfaction – Customers visit to companies with view to find
solutions of their problems, demands and difficulties. When the products and services
being offered by the firms, satisfies the needs of the customers, than satisfaction of the
customer is likely to happen. Customer satisfaction is considered as the future for the
coming back of the company reputation. Thus, by improving the quality of services,
companies engaged in service businesses are increasing their customer’s contentment.
This will in turn brings back many benefits and advantages to the companies (Pizam and
Ellis, 1999).
Thus, from the above discussion it can be said that it is quite important for the companies
to improve their service quality in order to achieve the overall efficiency of the company (Pang,
2008). There are many steps which can be followed by the firms for the purpose of improving
their service quality such as recognizing the quality problem, providing basic knowledge in
regards with the quality to employees, accepting the complaints and focusing on customers
(Taylor, n.d).
2.4. Measuring service quality by SERVQUAL, DINESERV and RSQS model
Measuring the service quality is very significant to each and every organization.
However, it is quite vital for the companies engaged in service business. There are many tools
and methods, which can be used by the companies to measure the service quality. Some of these
tools are SERVQUAL model or gap model analysis, RSQS etc. (Taylor, n.d). Through these
measures, firm will be in a position to identify gaps and can take corrective actions for
improving their quality. With this, organization can better satisfy their potential customers and
can win loyalty, which can further make them distinctive in the market. Further, service quality
can be measured by subjective and objective processes (Parasuraman, Zeithml and Berry, 1991).
In all these cases, it is the level of customer satisfaction, which is being assessed. Subjective
processes can be assessed by making use of SERVQUL method characteristics. On the other
hand, the objective processes can be evaluated by observing the normal customers as well as by
analyzing several factors like number of customer complaints, amount of goods returned etc
(Retail Service Quality Scale: Examining Applicability in a Transition Economy, 2008).
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SERVQUAL or GAP analysis model
This model was being developed by Berry, Zeithaml and Parasuraman. Gap analysis or
SERVQUAL model is commonly used to measure the service quality in various companies
(Kumra, 2008). It is multi-item scale being developed in order to access the perception of
customers in regards with the service quality of the company as well as the retail businesses. By
using this model, it becomes easy for the companies to track the customers as well as assessing
the quality of services from customers’ perspectives (Parasuraman, Zeithml and Berry, 1991). In
SERVQUAL model, there are five different gaps, which depict the weaknesses of the company
in accomplishing the desired wants of the customers. For this, the gap analysis model is being
used to determine and to correct these gaps between the desired level of the consumers and the
actual level being offered by the companies. The first gap relates with the difference actual
expectations of the customers and the idea of management in regards with the customer’s
expectations. The second gap is about the wrong and incorrect service quality standards being
rendered by the companies (Zeithaml and Bitner, 2003). The third gap being found in the gap
analysis model is uncertain role and role conflicts. The gap model illustrates the inconsistency of
promises of delivered services to consumers as the fourth gap. And the final gap being identified
by the gap analysis model depicts the difference between perception of delivered services as well
as the expectations of the customers (Zeithaml, Parasuraman and Berry, 1990).
Although the SERVQUAL model is efficient enough in measuring the service quality of
companies being offered to the customers, yet managers and other employees of the firms should
aware about the problems with this measuring instruments. There are mainly three potential
problems in SERVQUAL model (Kumra, 2008). The first problem is that it is process
orientation. In other words, this model focuses only on the process of service delivery and does
not lay emphasis on the outcomes of the service encounter (Zeithaml and Bitner, 2003). The
second problem of the model is its generic nature. As this model is not specific to a particular
industry, it does not assess variables that might be significant for a particular industry. The third
problem in related with the dimensionality. The SERVQUAL model has five dimensions and
they all are not universal. Further, the number of dimensions that envisages the service quality is
contextualized. A high degree of correlation also exists between the 5 dimensions (Taylor, n.d).
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Figure 1: The SERVQUAL model of analysis
(Source: Parasuraman, Zeithml and Berry, 1991).
DINESERV model
Like SERVQUAL model, DINESERV model is also referred as an instrument being used
to assess the perception of customers regarding the service quality of restaurants. The instrument
was generally used to measure the service quality in three restaurant segments i.e. fine dining,
quick service and theme/casual (Knutson and et. al., 1995). There were many researchers, like
Stevens in the year 1995 have confronted that this model is considered as one of the most
reliable and valid index for the purpose of measuring the quality of service in restaurant business.
In addition to this, the model also provides supporting hands to the managers of restaurant in
comprehending and measuring the expectations of potential customers (Knutson and et. al.,
1995). DINESERV model is quite significant in catering and restaurant industry because it helps
in identifying those expectations which are quite significant as unfulfilled expectations will
going to create dissatisfied customers. They will further spread negative word-of-mouth about
the company in the market, which will hamper the growth and success of the company.
There are five institutional DINESERV dimensions in influencing the satisfaction of
customers, word-of-mouth and return intention and these are: service quality, food quality,
convenience, atmosphere and price and value.
The retail service quality scale (RSQS)
The quality of services in retailing is quite different from the other products and service
environment. As the retail service is very unique, it is not right to approach the improvements
and measurements of quality in the same way as compared to that of the service perspectives.
When speaking in regards with the retail service, it is quite essential to overview quality from the
perspective of services and products and then deriving a set of items that precisely measure this
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construct. In this regards, Dabholkar has developed a model in order to measure the quality of
services, which was further validate by the author empirically, is being known as “Retail Service
Quality Scale (RSQS)” (Kumra, 2008). This model was being developed in order to capture the
important dimensions to retail customers in the basis of triangulation qualitative research
technique. The RSQS model has hierarchal factor structure that basically comprises the five
dimensions and these are physical aspects, personal interaction, reliability, policy and problem
solving (Retail Service Quality Scale: Examining Applicability in a Transition Economy, 2008).
Figure 2: The Retail Service Quality Scale
(Source: Retail Service Quality Scale: Examining Applicability in a Transition Economy, 2008).
Under this research, SERVQUAL model will be used as the basis of research. This model
is selected as this will going to assess the services quality and customers satisfaction at Levy’s
Restaurant. In other words, it can be said that the researcher will use the SERVQUAL model to
measure the service quality from the perspectives of customers by making use of main dimension
of service quality, since it is believed that satisfaction is the result of the perceived service
quality. Seeking help from this model and its dimensions i.e. tangibles, responsiveness,
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reliability, empathy, products and assurance, the researcher will going to determine and evaluate
the service quality gap in Levy’s Restaurant.
2.5. Role and importance of employees and managers in improving the service quality in the
company, which in turn brings higher customer satisfaction and loyalty
Employees are the backbone of organization. They are considered as that asset of the
company without which no business can sustain effectively in the market. When talking in
regards with the service companies, employees has a key role to play in improving the service
quality for the purpose of gaining overall efficiency of the company (Quality Services - An
Overview, n.d). Employees and managers have many role to play in overall service quality
improving process of the organization. In quality service organization, all employees are actively
involved in developing a renewed and vibrant working environment. They make use of their
skills; abilities and competence in order create a positive culture within the organization. For this
purpose, each and every employee is required to upgrade their skills, knowledge and need to
diversify their work so as to develop a constructive client oriented service culture (Gi-Du and
James, 2004). Further, every worker in the organization participates and shares their benefits of
improving the service quality in the company. The major role of the employees in facilitating a
change in the quality is by developing a healthy and conductive working environment. Trained
and knowledgeable workers are in a better position to render efficient services to customers
(Parasuraman, Zeithml and Berry, 2001).
On the other hand the managers of the company too have key role to play in improving
the service quality within the company. Managers and various executives in the organization can
improve the satisfaction level of the customers by building more effective and efficient company
(The Importance of Quality services, 2009). All managers in the company actively involve each
and every workers in the setting the direction of the firm as well as in celebrating the success of
the organization. This will probably helps in reducing the employee turnover and potential
employees will continue to make their efforts in improving the service quality of the firm
(Bullard, n.d). Their main role is to motivate and to increase the morale of the workers so that
they work effectively in fulfilling the specifications of the clients as well as pre-determined goals
and objectives of the firms. In addition to this, they also foster creativity and innovation within
the company so that a distinctive identify of the company can be created. There are many roles,
which need to be performed by the managers and various other employees of the organization
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from time to time. All day to day decisions rest on the part of the managers and thus, contribute a
lot in the overall functioning of the organization. Attributing from the above fact it can be said
that managers and employees have a strategic and very crucial role to play in the overall
improvement of the service quality of firm (Quality Services - An Overview, n.d).
2.6. Factors responsible for Letheby & Christopher catering company to remain passive in case
of service quality
Letheby & Christopher Company (L&C) is a catering company, which provides retail
catering for food and service management at number of locations in UK (Company Overview of
Letheby & Christopher Ltd, n.d). These locations comprise of Millennium stadium, Reading
Football Club, Wembley Arena, Henley Regatta, West Ham United Football Club, Edgbaston
Cricket Ground and Henley Festival. The current research report is taking into consideration the
Wembley Arena, which is situated in the North West of London, UK (Quality management, n.d).
Being engaged into the retail catering business, it is quite important for the company to have a
detail overview regarding the type of service being offered to the customers (Bullard, n.d). This
is because, in service companies, it is the quality through which company can have
differentiation from other firms in the market. From the research conducted, it was identified that
there are many factors, which are responsible for the company to remain passive in case of
service quality. Some of the identified factors are as follows:
 Discrepancy between the customer’s expectations and management understanding – The
assessment of quality of the services is being shaped by the expectations of the customers
(Gi-Du and James, 2004). The quality of service of L&C is suffering due to discrepancy
between the management understanding and the expectations of the customers. This
problem is more likely to occur in the companies who does not have customer driven
standard of service quality. The standard for improving the quality should always be
based upon the desires and wants of the customers. In addition to this, it also takes place
in L&C restaurant due to the absence of formal quality control gaps (Quality Services -
An Overview, n.d).
 Service-performance gaps – Many a times, situation may arise where management does
not understand the expectations of the customers and in turn does not provide services as
per the specifications of the customers (Service Quality Management, n.d). Service
performance gap is the difference between the specifications of the services and the
15

actual services being offered. This type of problem takes place in L&C due to deficiency
or inappropriateness of human resource policies in the organization (Parasuraman,
Zeithml and Berry, 2001).
 The people factor – The quality of the services being offered to the customers at L&C
also get suffered from the employees working in the organization. Their unwillingness
hinders the level of quality required in the company (The Importance of Quality services,
2009). If employees are unable to perform effectively in the organization, quality of the
services will not be achieved up to the required level. Thus, it can be said that
maintaining the service quality not only depends on identifying the expectations of the
customers but also by maintaining a workforce who are willing to perform effectively in
the organization (Gi-Du and James, 2004).
2.7. The process of quality service in Letheby & Christopher catering company
The current quality process of the company is integrated with the entire organization as
well as they follow a comprehensive quality process, which makes the difference in comparison
with the other firms in the market (Strategy, n.d). The main mission of the company is to make
their organization reliable in regards with the quality services. The quality service process of
Letheby & Christopher catering company is as follows:
 Customer commitment – The main motive of the company is to become the mover of
choice of all individuals that deserves finest catering services. They also pledge to deliver
appropriate and quality service to their potential customers by highly skilled employees
(Kannan, 2005).
 Standard of performance – In order to ensure that the company is committed towards the
customer, many standards are being set by the organizations. Some of these are
professional representative, well-organized crew-members, on-time delivery, safety
requirements etc.
 Measurement – in order to measure the quality of services, Letheby & Christopher
catering company make use of written customer’s survey. All customers of the company
are required to give grade to the company on certain parameters, which is then assessed
with a view to evaluate the standard of performance (Kannan, 2005).
 Training and development – The employees and other staff members of the company are
provided well training so as the render quality services to their customers. Many internet
16

based learning programs are being given to the employees so as to improve their
knowledge and competency (Quality management, n.d).
 Rewards and recognition – In order to sustain the momentum of positive achievers, the
company also provide regular rewards and recognition to their employees and customers
(Strategy, n.d).
2.8. Conclusion
By exploring and reviewing various articles and journals of renowned authors, it can be
concluded that service quality plays a very significant role in sustaining an effective business for
extended period of time (Bullard, n.d). Service Quality is a universal concept. By providing
better quality services, organization will be in a position to increase the level of profits,
satisfaction as well as loyalty from the potential customers (Service Quality Management, n.d).
Further, measuring the service quality will help the organization in identifying the gap and can
serve their potential customers better. There are many tools and methods, which can be used by
the companies to measure the service quality. Some of these tools are SERVQUAL model or gap
model analysis, RSQS etc (Taylor, n.d). In addition to this, various factors that affect the service
quality of the company is also been identified. Some of the identified factors in the research are
Discrepancy between the customer’s expectations and management understanding, service-
performance gaps and the people factor. Organization is required to work out on these factors for
the purpose of achieving overall efficiency in the business (Gi-Du and James, 2004).
17

CHAPTER 3: RESEARCH METHODOLOGY
3.0. Introduction
Research is being defined as a well thought-out, planned and structured process or
assessment of the topic under consideration (Roberts, 2010). This section of the dissertation
presents a speculative statement of the research report, which serves as a bedrock for the whole
research study. Further, the research methodology section also provides an explanation in
relation with various strategies and methodologies being advocated during the research process.
Thus, this chapter uncovers the realistic framework, along with different methods used in the
research. With a view to attain the research objectives effectively, a range of philosophies and
research instruments were also utilized in the present study (Panneerselvam, 2004).
Moving more towards the research methodology part, this section provides a complete
explanation of different approaches being employed in the research study. The body of this
section gives information in regards with the research design, data collection method, sampling
techniques and other research methods (Zhang ke, 2013). Valid authentication of the study is
being determined by this chapter and therefore, it is considered as one of the most important
section in the whole dissertation. During the process of research study, it is very important to
have a comprehensive analysis plan, as it provides a helping hand to the researcher in identifying
and following the right track (Research Methodology, n.d).
3.1. Research Philosophies
Research philosophy encompasses wide knowledge, beliefs, perception and different
practices and theories for carrying out the research study. It is also regarded as an extensive
framework. They are considered as the procedures which engross various steps (Strohmenger,
2011). These steps further help the researcher in developing a relationship and link.
Acknowledging the outline of investigation by assuming satisfactory research philosophy is
considered as imperative for maintaining proper plan of analysis. Research philosophies are
mainly of two types i.e. Positivism and Interpretivism. The interpretivist perspective is at the one
extreme of the philosophical gamut. The supporter of this theory states that it is not reasonable to
comprehend the obscure environment as well as to generalize various rules and theories. In fact,
the beliefs and actions are largely dependent on interpretation of wide range of things. The
interpretivism philosophy does not support the actual theories and facts; rather it always seeks to
18

determine the reasons behind the behavior and actions of individuals. It relies on qualitative data
(Blessing and Chakrabarti, 2009).
On contrary, the positivist viewpoint lies on the other end of the continuum. In addition
to this, it is rather a traditional perspective. The promoters of this philosophy affirm that each and
every thing can be confirmed with evidence. This type of philosophy encompasses hypothesis
testing. Further, it also confront that the data, which are credible can be acquired only by
assessing the things (Gill and Johnson, 2002). This type of philosophy is mainly used in studies
with large samples. Moreover, the data to be collected must be quantitative in nature. There are
many researchers, who make use of two philosophies, as no philosophy is complete in itself.
Here, in this present research report, both positivism and interpretivism philosophies are
being employed by the researcher. This is attributed from the fact that both quantitative and
qualitative responses have been obtained in this research study (Williams, 2011). Furthermore, at
the time of accumulating the information there are more likely chances that participants might
fail to comprehend the questions appropriately or they might give a prejudiced answer. In such a
situation, the Interpretivism philosophy makes sure in regards with the thoughtful assessment of
human behavior and their actions. Through this generation of precise results is made possible.
3.2. Justification of the Research
The questionnaire survey is considered as one of the most vital part in effective surveys.
It is being defined as a set of questions, which are being placed in front of the respondents with a
view to get response of it. The questionnaire survey is being included in the research because in
today’s business it becomes important on the part of organizations to comprehend the needs and
expectations of the valuable customers and this can be done by asking them a series of questions
in regards with the products and services being offered by the firm.
The businesses are facing cut throat competition and in such a environment, some
effective steps are required to be taken by the company in order to enhance their market position
and profits level. This can be done by understanding and determining the needs, interest and
requirements of the customers. Thus, for the purpose of getting the feedback from the potential
customers about the products and services of the company, conducting a survey with dynamic
and complex questions is quite essential as well as important. There are many advantages of
using questionnaire survey in this research. Through this, it becomes easy for the researcher to
analyze the results. Further, it is very standardized and free from bias. And finally, it also saves
19

lots of time and money of the researcher. However, apart from many benefits, questionnaire
survey also has some negative fronts and limitations. One of the major limitations of this method
is that it sometimes leads to misunderstanding, which ultimately drives away the respondents
from the right track or direction. In other words, as participants only read the questions, it is
more likely that they misunderstand what actually is being asked form them.
Preparing for the survey or interview
Population – The population under study comprise of all the customers of Levy’s Restaurant
Sampling method - In this present research report, the researcher has made use of random
sampling method. The main reason behind selection of this method is its easiest, simple and
purest process. This is the best form of sampling method as compared to other methods. Seeking
help from the random sampling method, it becomes convenient on the part of researcher to select
appropriate sample without facing any difficulties. Sample size under this research study is 200
customers.
In order to complete the research on time and conveniently, sampling is regarded as the
best method. This technique helps in saving the valuable time as well as efforts of the researcher,
which can be utilized further for some other productive aspect of the research. Sampling method
also provide supporting hands to the researcher by presenting wide range of methods that will
limit the information requirement for the collection purpose and hence it plays a significant role
in all types of surveys.
Limitation of the survey – Some of the limitation are being explained below:
 Limited Sample Size – As time was the major constraint in this research study, so small
sample size was chosen by the researcher. Generalization of findings – Generalization of findings of the research was not possible,
as it was performed in limited area and is related with particular topic (Goddard
and Melville, 2004).
 Lengthy process – Extracting relevant information from secondary sources was really a
tedious task. Further, collecting the data from primary sources was a bit lengthy process.
20

Developing the questionnaire/interview questions
Content of questions – The content of the questions will be such that significantly shows the
level of satisfaction of customers towards the service quality being offered by the Levy’s
restaurant. Further such questions will be used that shows their loyalty towards the brand. The
block questionnaire was used in the research. There will be total 3 blocks. The first block will
provide details about the demographics of the respondents. The second block will provide details
in regards with the knowledge and attitude, third block is about their opinion. Both open and
close ended questions will be used in the research.
Conducting the survey/interviews
Here, in this research report, both primary and secondary methods of data collection are
being used by the researcher. The primary data is collected by making use of survey method. For
the purpose of conducting survey, a questionnaire is prepared, which is distributed to various
customers of the company at the time of event being conducted by Levy’s restaurant. The length
of the survey was 1 week, till the event was conducted. Around 250 customers were approached
for this purpose, out of them 50 refused to give their response.
Analyzing the data
For the purpose of analyzing the collated data, data analysis process is pre-requisite.
There are two techniques for analyzing the data i.e. qualitative and quantitative technique
(Merriam, 2009). Further, it also helps in providing meaningful base for the critical decisions and
therefore, forms a very important part in complete dissertation. In this current research report,
both these techniques will be used by the researcher. Qualitative analysis will be done by making
use of thematic analysis technique. On the other hand, quantitative analysis will be done by using
graphs, bars, charts and pie (Miles and Huberman, 1994).
Ethical issues
 Right to withdraw – The researcher must provide the right to withdraw to all the people
involved in the research study. They must have a right to leave the process of research at any
point of time. In addition to this, they have a right to refuse to reply to any question as they
consider fit (Walton, n.d).
 Debriefing – It is important on the part of researcher to brief out the main purpose, aims and
objectives of the research to all the parties involved in the process research. Proper
21

addressing of intention of the research is obligatory. In this present case, all respondents were
duly informed in advance.
 Confidentiality and secrecy – Researcher should maintain confidentiality of information. He
must also ensure to all the participants that their reviews and personal information will be
kept confidential (Research Ethics, 2010).
 Taking permission – Taking prior approval of all the participants before the commencement
of the research is quite mandatory. If the researcher has promised to give some monetary
benefits then is must be given on time (Walton, n.d).
Reliability
The main motive of reliability aspect is to maintain uniformity and standardization of
derived outcomes of the survey. In addition to this, the reliability aspects also ensure the
certainty and accuracy of findings. During the course of this research work some situations might
come across, which are difficult to manage. All such situations and circumstances are avoided by
this reliability and validity section (Goddard and Melville, 2004).
Validity
The validity aspect in the research is used to assess the accuracy of the result obtained
after analyzing the data. This aspect always lays more emphasis on valid data to be collected in
order to evaluate the end results. It results in manifold evidence methods and forms a series of
sequence of facts for the report study. Further, through validity estimation in relation with the
authenticity of the survey can also be made (Donald, Thomas and Shahram, 2009).
.3. Research approach and Type of Research
Research approach defines the manner in which the research study is being conducted by
the researcher. There are mainly two types of research approaches. One is inductive and the other
one is deductive. These approaches are generally based on the research questions of a particular
research (Oliver, 2008). Top-down approach is being followed in the deductive research
approach. Under this approach, a hypothesis is being formed, followed by observation of facts.
Afterwards, the confirmation of the hypothesis is being done. On contrary to this, in inductive
approach bottom-up approach is being followed. It initiates the research work firstly by
observing the things. Then, it figures out the pattern of activities from the observation so
conducted. The next step is formulation of hypothesis and then ultimately forming a theory.
22

However, in this approach the level of uncertainty is higher as compared to the deductive
approach (Gill and Johnson, 2002).
In this present research report, both these approaches i.e. inductive and deductive
approach is being used by the researcher. Both qualitative and quantitative approach is used in
this research report. Qualitative research approach is adopted by the researcher when some
theories are formed on the basis of analysis of accumulated data. On the other hand, quantitative
research is one which involves accumulation of data, its analysis and finally, interpretation of the
outcomes. Quantitative data is a statistical analysis tool which is employed for identifying
solutions to the research questions and problems.
23

3.4. Research Limitations
The researcher has come across with various limitations in the path of the research study. Some
of these are explained below:
CHAPTER 4: DATA ANALYSIS AND FINDINGS
24

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
25

CHAPTER 6: REFLECTIVE STATEMENT
26

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