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The Concept Of Food And Beverage Service Quality Marketing Essay

Food and drink service is a intricate and painstaking work, the waiter serving the people somewhat than materials. Food and beverage products are only intermediary contact restaurants and customer. The ultimately the task of food and beverage service is servicing to the people; only good service can draw in and maintain live customers. Operating improvement on quality and management, many food and beverage companies often don't realize the real needs of customer support in the business of just blindly improve facilities and equipment, the effect is a forest for the trees and shrubs, duplication of work. Therefore, to increase the food quality of service enterprises, they need to first clarify this is of quality of service, find out the real needs of customers, and then places forward countermeasures. From needs of the customers perspective, submit to enhance the quality of service means catering enterprises. In this essay, first, it analyzes the concept about the quality of food and drink service; pursuing, it discusses the countermeasure about food and beverage service improvement.

The idea of food and drink service quality

Quality of food and drink service refers to services to meet the needs of the characteristics of customer support combined. Broadly speaking, the quality of food and beverage service includes three elements, namely, facilities and equipment, in-kind services, the quality of products and services; from the small sense in conditions of quality of service is the catering services, mainly refers to work by the restaurant waiter service provided, excluding food formed part of the value form (Ender, 2000). In this essay, mainly the grade of service is this is of a narrow sense. To increase the quality of service wedding caterers business, they must first understand the food and beverage service needs of customers for services. From a sensible viewpoint, food and drink service, customer demand for wedding caterers enterprises mainly in the following areas:

1. Timely and fast service efficiency. Along with the accelerated pace of modern life, customers become progressively demanding for enough time, the current customer problems or dissatisfaction for the response time. So, if they want to make customer satisfaction, it is important that services must be quickly, if the client wait too long, even if the dishes, even the best quality drinks, also cause customer dissatisfaction (Rose, 2000).

2, Courtesy and value in service attitude. Polite patterns and language portrayed admiration for others, reflects a good training personnel, it is to make customers happy and satisfied with one of the essential elements.

3, Warm and honest in service passion. In the whole service process Customer always desire staff maintain filled with energy, dedicated working express, to provide themselves with positive, energetic, smiling, warm services. This service is genuine, heartfelt, self-conscious, rather than passive, negative, and stylized.

4. Cordial and friendly service details. When the client receive services that customers want service person to be humane, to good, friendly, and might not exactly reveal tired, frigid, anger, stiffness, tension and fear of expression, to utilize words and deeds of goodwill and friendly sense to eliminate the length between the friends (Bolman & Offer, 2003).

5. Understanding and comforting service skills. Each customer is from different countries and regions, different values, different values, so the course can look in the service many unexpected problems. At this time, the customer service staff will need to make adaptable use of service skills, to comprehend the customers, understanding and goodwill of humility, to all the embarrassing situation to occur.

The improvement countermeasure of food and drink service

1. Strengthen management and ensure quality

About this target in food and drink service, there are two aspects (Wright, 2000): First, pay attention to staff training. Food and drink service provides first-class services, there's a great romantic relationship with catering service quality and service skill, so increased personnel training and better the quality of their services and skills, corrected their attitude are important, even more important is the fact that Staff in-depth knowledge of business value to customers indicating. Value to customers depends upon many factors, include product factor, service factor, and people factor, visualize factor and so on.

2. Increase service, versatile operation

In the meals and drink service, to meet passengers mental health needs of quickness, the restaurant can put together in advance lots of junk food, simple methods, and speed up the service velocity. In additional, food and drink service should be versatile functioning, delegate some right of disposal on customer-service problems. For instance, let's assume that customers complained to the waiter said no fresh vegetables require replacing. Just imagine that the waiter ask the captain or supervisor to recognize and offer with, or immediately shut their agreed went back, apologized to the guests. Obviously, the latter is way better in meet customer needs more psychological, because customers want one-stop services (Romano, 2000). So, let customers be happy with the service at the earliest opportunity, to dispose of the correct delegation of power becomes very necessary. It is worth to mention that, compared to other restaurants in the community, tourist hotels in the restaurant business is more a lack of flexibility. Basic Hotel divided up into many departments, food and drink department is just one of the office and other departments in terms of the level is even. Food and drink department must organize the partnership between other departments, operating on a constrained, if insufficient manpower to solve the personnel department, the expenditure to the Money Department for endorsement, price concessions, special discounts, free costs, etc have certain methods and degree of restrictions, so it is very passive in the operation. In this manner, it is especially important that disposal to solve the customer service problems on the correct.

3. Pay attention to culturally Atmosphere

Food and beverage service shouldn't only give customers food with color, smell, preference, condition and devices, in addition, food and drink service staff should focus on the beauty of the spirit, once people entered the restaurant can feel some sort of "breathing" or "flavour. " To create a flavor and taste of this central aspect is the atmosphere to produce and fortify a culture. To begin with this culture came from the vision to build, in addition, it will come from reading (Adebanjo, 2003). An area in France, a study revealed, 60% of the customers that go to the restaurant itself, the goal is to find delight. Thus, Food and drink service not only material goods but also offers rich cultural products enjoy a high level. Only food and drink service carry to the cultural connotation and displays, it can better meet the cosmetic needs of customers.

4. Development and brand

Food and drink service should focus on the "creativity", taking care of of the development is about specialty products, kinds in the laundry always turn it new, new materials, new preferences; on the another side, services must have features. Food and beverage service, half food and drink, half service. Distinctive services will have a multiplier result. On the other hand, people must pay attention to brand building. Brand is to identify businesses and products, and different from other competitors with a significant feature of the tag. Additionally it is to strengthen a robust means of product differentiation, company's "selling things" and competitiveness.


In summation, under normal circumstances, the hotel's service requirements, service types of procedures and service standards are certain, however the needs of different customers are mixed, so that it is felled with more variables. In the course of food and drink service, service staff wishes to make all guests feel satisfied, it must meet different customers for different services. To be able to achieve this goal, restaurants should provide customized service, a service in line with the needs of different customers with different content services. The main characteristics of food and beverage is individual services, and quality of service depends largely on the amount of customer satisfaction, it's important to fully represent the "people first" concept to focus on friends seeking food consumption according strong internal needs. Thus the process of service should be politeness rituals, smiling service, value for customs and practices of customers, no subject who can obtain the same warm and thoughtful. Focus on customer identity, set up a suitable location, such as business discussions, lovers dating involve personal privacy, should choose the appropriate concealed location. In short, customers have to be absolutely well known.

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