Customer Service

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Group C Project
Improving Customer Service
Applebee’s

GEB 3213
Ms. S G
10/20/2014

Team C
September 4, 2014
Adjunct Instructor
Lake Sumter State College
9501 U.S. HWY 441
Leesburg FL 34788

Dear Ms. G:

In this document you will find the report that you requested in August. We have provided important information and suggested recommendations on the improvement of customer service to be made at the local Applebee’s in Eustis, Florida.

Our analysis of the customer service at Applebee’s covers topics that will help with the improvements on many different areas of interest. The area of focus included four major categories; the overall customer service being provided, the cleanliness of the restaurant, the preparation and quality of the food, and the functionality of the website for the restaurant. We believe the results gathered from our research along with implementation of suggested recommendations will help the business achieve greater sales and maintain employee retention.

On behalf of Team C we would like to thank you for this opportunity to conduct this research on Applebee’s of Eustis. If you have any questions or recommendations please feel free to contact us at (/). We will be happy to answer any questions referring to your possible inquiries or recommendations about our research. We look forward to continuing to build a professional relationship with you in the future.

Sincerely,
Team C Member

Table of Contents
Introduction ……………………………...…………………………………………. 4 Background History…… …………………………………………………………… 4-5 Mission Statement
Values
Food ……………………….………………………….…………………….………. 6 Menu Presentation
Customer Experience ……………………………….……………….……... 7-8 Atmosphere
Appearance
Website ………………………………………………………….…………………. 9-11 Online Ordering
Employment Opportunities
Synthesis
Power Point
Recommendations …………………………………………………….…………… 12-14 References .………………………………………………………………………… 15

Introduction
Customer service is an essential part of the overall customer experience, not only the ability to meet customers’ needs but to exceed them on a larger scale. As a food service provider restaurants must provide service before, during, and after purchase. The backbone of the restaurant industry is, essentially, repeat customers. Good customer experience fosters loyalty and customer loyalty depends largely on customer satisfaction. Customer service in restaurants is about the hospitality that the customer receives from the host/hostess, the wait staff, and the management staff. Customer satisfaction is what keeps that customer returning time and time again to the same restaurant. In order to offer Applebee’s some insight for improved customer service, Group C has conducted a secret shopper survey. We visited the restaurant, observed the overall customer service being provided, the cleanliness of the restaurant, the preparation and quality of the food, and the functionality of the website for the restaurant.

Background/History

Applebee’s first restaurant opened on November 19, 1980 in Decatur, Georgia. The founders of what was then known as TJ Applebee’s Rx for Edibles & Elixirs were Bill Palmer and his wife TJ Palmer. Mr. Palmer had previously been employed by Burger King as a Franchise District Manager. While working there he came to the realization that he no longer wanted to make money for another company, but for himself. TJ had faith that the two of them could accomplish anything together. So, they proceeded to open the first Applebee’s restaurant. The success of Applebee’s has grown; there are more than 1900 franchise locations across the United States and Europe. In 1986 the name of the restaurant officially changed to Applebee’s Neighborhood Grill and Bar. In 2008 the name of the company changed to Dine Equity (Palmer, 2006)

Mission Statement

A company’s mission statement defines the purpose of the company. It guides the company’s actions and focuses on the...
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