COMMUNICATION STYLES, CUSTOMER SATISFACTION METHODS, TYPES OF CUSTOMERS, CUSTOMER SATISFACTION OUTCOMES, COMMUNICATION METHODS, SERVICE QUALITY CHARACTERISTICS, SERVICE QUALITY COMPONENTS

1. PREPARED BY:
MUMTAZUL ILYANI
CHAPTER 6
SERVICE AND
COMMUNICATION
IMPACT ON CUSTOMER
SATISFACTION
FOOD &
BEVERAGE
OPERATION

2. INTRODUCTION
Communication is simply the act of transferring information
from one place, person or group to another.
Every communication involves (at least) one sender,
a message and a recipient.

3. COMMUNICATION STYLES
♣ Your communication style has a huge impact on customer satisfaction and
the way you and your catering business is perceived.
♣ Communication styles can be classified as:
1. AGGRESSIVE COMMUNICATION
• Style in which individuals express their feelings and
opinions in a way that disrespect the rights of
others. Aggressive communicators are verbally or
physically abusive.
• Inability to have an open mind, being a poor
listener, failing to empathise or sympathise with
others, unable to understand another perspective,
interrupting others and monopolising conversations.

4. COMMUNICATION STYLES (CONT…)
2. PASSIVE COMMUNICATION
• Style in which individuals have developed a pattern of
avoiding expressing their opinions or feelings, protecting
their rights, and identifying and meeting their needs.
• People who are indirect, tend to always agree, avoid
speaking up and are hesitant to voice their opinions.
3. ASSERTIVE COMMUNICATION
• Style in which individuals clearly state their opinions and
feelings, and firmly speak for their rights and needs without
violating the rights of others.
• Active listeners, state clearly their views and expectations,
make non-judgmental observations which can be useful
feedback, express openly their feelings and views, are
honest in their views.

5. ♣ Excellent communication is likely to lead to loyal customers, as guests wish
to feel valued and treated with respect and care.
♣ Higher levels of customer satisfaction also increase profits because:
Repeat visits bring
more income
Happy customers
tend to spend
more
Satisfied
customers will
bring their
friends/relatives
Advertise and
recommend the
venue to others
Satisfied
customer will
leave better tips

6. ♣ Satisfied customers will lead to the following transition:
♣ Customer service and good communication skills can turn visitors into
customers and then promoters of your business.
Strangers Visitors Customers Promoters

7. WAYS TO ACHIEVE CUSTOMER SATISFACTION
1. SURVEY - collecting information about
customer preferences and needs.
2. INFORMATION - providing updates and
useful content via social media, newsletters and
email marketing.
3. PROMOTIONS - offering special promotions
to all customers.
4. GIFTS - rewarding loyal customers with
various incentives including discounts.

8. FACTORS AFFECTING COMMUNICATION IN
BUSINESS
1. Status and role of the individual communicating.
Ex: bad manners from a staff have different impact when the
individual is a junior waiter and the restaurant manager.
2. Cultural differences.
It is important to be able to understand how certain
mannerisms, words or even tone may be perceived
differently due to the person’s cultural background.
3. Communication channel.
When taking a booking over the phone, responding via email to an
online order and dealing face to face with a complaint we must be
aware that interaction through different channels requires different
etiquette.

9. FACTORS AFFECTING COMMUNICATION IN
BUSINESS (CONT…)
4. Feedback mechanisms
Ex: Complaint boxes, feedback forms, email addresses for customer
views are some examples that can be used.
5. Environment
Ex: ambience, restaurant atmosphere
6. Noise
Ex: discussion over the phone in a busy restaurant
7. Distractions
Ex: other customers requiring attention

10. TYPES OF CUSTOMERS
• Returning due to the food, the
brand and customer service.
1. LOYAL
CUSTOMERS
• Focusing on offers, and special
deals.
2. DISCOUNT
CUSTOMERS
• Visiting due to an advertising or
recent suggestion.
3. IMPULSIVE
CUSTOMERS
• Being attracted to a specific dish
or aspect of service.
4. NEED BASED
CUSTOMERS
• Searching for the next restaurant
to which they become regulars.
5. WANDERING
CUSTOMERS

11. OUTCOME OF CUSTOMER SATISFACTION
1. Increased customer loyalty - become regular
customers
2. Repurchase – repeat customers
3. Differentiation - unique selling point of the restaurant
4. Increased customer lifetime value - satisfied customers
spend more and bring their friends
5. Positive word of mouth - satisfied customers tell their
friends and advertise their favourite restaurant
6. Cheaper to maintain customer base rather than
attracting new customer

12. COMMUNICATION METHODS
• A communication which happens
through word of mouth, spoken words,
conversations.
1. VERBAL
COMMUNICATION
• Process of sending or receiving of
wordless messages. Such as gesture,
body language, posture, tone of voice or
facial expressions. This is all about the
body language of speaker.
2. NON-VERBAL
COMMUNICATION
• A communication happens through any
word written. Message can be
transmitted via email, letter, report or
memo.
3. WRITTEN
COMMUNICATION

13. FOOD PREPARATION
IMPORTANCE OF
COMMUNICATION
RELATED TO
EQUIPMENT
2. The
state/condition of
existing
equipment
1. Whether the
necessary
equipment is
available
3. Specific
equipment that
must be
purchased
4. Skills that are
required for the
use of certain
equipment
5. Training
needed for staff
members for the
use of specific
equipment

14. Ways to keep customers happy:
1) DURING SELLING
1. Customers may feel that they are the centre of
staff attention and that they are valued.
2. Staff should demonstrate empathy when
customers complain.
3. Customers should feel that they are important
to the restaurant.
4. Staff should communicate frequently during
the meal.
5. Customers must receive incentives for
returning.

15. Ways to keep customers happy: (cont…)
2) DURING SERVING
1. Staff should focus on customer satisfaction.
2. Service should adapt to customer needs and
be customer-oriented.
3. Suitable policies should be in place ensuring
customer needs are met.
4. Service should be aligned to the solution
necessary for customer requests.
5. As customers have other options, it is
important to fight for their loyalty.

16. Ways to keep customers happy: (cont…)
3) DURING SATISFYING
1. Staff should listen to customers’ feedback and
respond.
2. The business should reflect on how it is
treating its customers.
3. Certain protocols should be followed to ensure
that customer problems are addressed.
4. Any cases of dissatisfied customers should
lead to valuable lessons for the restaurant.

17. SERVICE QUALITY
The ability to meet customer expectations and address
customer problems
‘Quality’ can be defined as a standard measure of how well a
product or service conforms to the
specified standards, so as to meet the customer requirements

18. CHARACTERISTICS TO DEFINE SERVICE QUALITY
• A person can assess the quality of service accurately
only when exposed to it repeatedly.
• This implies that consistency in maintaining quality
standard is important.
1. TRANSCENDENT
• This is reflected by differences in product and its
ingredients or attributes.
2. PRODUCT-BASED
• Based on personal views/from the customer’s
perception.
• A service offering that meets the customer need &
wants
3. USER-BASED
• Products are designed and manufactured according
to predetermined specifications.
4. MANUFACTURING-BASED
• This approach is based on cost and prices.
• Better performance at lower cost is recognized as a
quality product.
5. VALUE-BASED

19. COMPONENTS OF SERVICE QUALITY
• Appearance of physical facilities,
equipment, personnel, and communication
materials.
1. TANGIBLES
• Ability to perform the promised service
dependably and accurately.
2. RELIABILITY
• Willingness to help customers, provide
prompt service and deal with any customer
requests.
3. RESPONSIVENSS
• Employees’ knowledge & courtesy and their
ability to inspire trust & confidence.
4. ASSURANCE
• Caring, individualised attention given to
customers.
5. EMPATHY

20. GAP MODEL
It shows the five major satisfaction gaps that organizations
must address when seeking to meet customer expectations.
Is a framework which can help us to understand customer
satisfaction.
If the customers are dissatisfied then it will be because of
one of the five customer service “gaps”.

21. GAPS IN SERVICE QUALITY
GAP 1 – difference between managements understanding of
customer expectations and the actual expectations of customers.
GAP 2 - difference between management’s understanding of the
customer needs and the translation of that understanding into
service delivery policies and standards.
GAP 3 – difference between what service is provided and what was
expected by the customer.
GAP 4 – difference between promise to customers and what is
actually delivered.
GAP 5 - difference between the actual performance and the
customer expectations of the service.

22. BEHAVIOURS OF
DISSATISFIED CUSTOMER
1. Remain quiet even though a number of problems may occur.
Not very helpful to restaurant staff, as it is difficult to identify
that something is wrong.
2. Keep complaining about every small issue or concern they have,
confusing staff about the real problem.
3. Reassure staff that everything is fine, trying not to be difficult,
even though they did not received good quality of service.
Does not help management to improve the service.