A Research On Quality Function Deployment To The Service Managemengt In Restaurant

Over the last few years,researchers on hospitality business have witnessed an expeditious progress in the research field of service quality and customer satisfaction.However,most of the previous researches focused primarily on custmers but did not emphasize the same omportance on the generation of intra-organizational service and delivery process.This study intends to tackle management issues of external and internal services as well as innovations of subsequent services bases on the framework of Quality Function Deployment.The concept of QFD and its development will be introduced first and then followed by detailed step-by-step explanation of its procedures.In order to provide a clear demonstration concerning the application and analytical techniques of QFD,an empirical study on the Piccolo Italian Restaurant in Dalian was conducted to apply Quality Function Deployment on the Food and Beverage Industry.Two main focuses of this study are the customers of the restaurant and the competitors.Personal interviews with individual customer were conducted first.The results were analyzed with content analysis method to identify what the customers need and what aspects of services the cunstomers concern most.Secondly,surveys were conducted to gather information on the importance of satisfaction,comparison with competitors,and indices and order of customers'needs.Thirdly,customers'needs and the quality improvement of the restaurant are put in matrix.This maxtrix is evaluated and analyzed.The results are used as the basis for setting priority for quality improvement.This study tries to introduce QFD as the extension of Total Quality Management on Food and Beverage Industry and its customer satisfaction.Questions concernning the reliability and validity of QFD are discussed. Application of QFD in other related service sectors are also reviewed, particularly in the hospitality industry. It was found that in dimensions of customer needs and concerns of service properties,"food quality" was mosr important, "a comfortable dining area," was the second, the physical dimensions of the " the health and safety of restaurant " and "attitude of restaurant staff friendly enthusiasm "were the third. Although the restaurant staff friendly attitude of enthusiasm was significantly higher than many competitors, they still need to strengthen the staff attitude,manners and staff training, in order to maintain its leading market position. They must make efforts to improve the cooking methods and procedures to innovate frequent replacement for the menu on the issue of customer needs. They also need to do more work to takecharge of the restaurant's new menu in the design to make the customer experience with value for money services on design and management,.Finally, taking into account the status of restaurant operations and financial pressure, we summed up the 10 service design and management needs to correspond to the needs of customers, and vested in three departments:management, restaurant and kitchen department field. This arrangement is based on the restaurant service delivery system to allocate the actual implementation of high quality skills development method, the manager can change the use of its resource allocation strategy basing on the actual situation. Quality Function Deployment method has a higher degree of competitive strategy analysis than the value of other services with superior quality and customer satisfaction improvements of the department.Finally,suggestions and directions for future researches are offered with emphasis particularly on the restaurant management.