CUSTOMERS

’ MEAL
EXPERIENCE
AND
DESIRED
ATTRIBUTES
OF FOOD
AND
BEVERAGE
SERVICE
PERSONNEL
LESSON LEARNING OBJECTIVES

AT THE END OF THIS LESSON, THE

STUDENT SHOULD BE ABLE TO:

1. DISCUSS AND UNDERSTAND

CUSTOMERS' NEEDS;
2. EXAMINE OTHER FACTORS THAT
INFLUENCE CUSTOMERS' MEAL
EXPERIENCE;
3. DESCRIBE THE CHARACTERISTICS OF
CUSTOMER SERVICE IN FOOD AND
BEVERAGE SERVICE OPERATIONS;
4. RECOGNIZE THE RELEVANCE OF
HANDLING CUSTOMER COMPL AINTS; AND
5. IDENTIFY DESIRED ATTRIBUTES OF FOOD
AND BEVERAGE SERVICE PERSONNEL.
 CUSTOMERS’ NEED

P H Y S I O LO G I C A L P S YC H O LO G I C A L
ECONOMIC NEEDS SOCIAL NEEDS CONVENIENCE
NEEDS NEEDS

In the food service These are the Social needs are Psychological needs The most
industry, the needs based on the feeling of are self-esteem basic reason,
customers' the value of belonging. It is needs. This is the eating out or
physiological needs money. The satisfying when feeling of prestige buying food
are to satisfy their customers will the customers' and fulfi lling lifestyle from a food
appetite or thirst. look if the size, sense of needs. Some people service
People eat out or portion, level of belonging is eat at a particular establishment
purchase food or service, speed achieved when establishment to is simply
drinks in food service of service, and they go out with fulfi ll their convenient.
outlets because of outlet location their friends, psychological needs.
hunger and thirst. are worth the business
price they pay meetings, get-
together
functions, and
the like.
 FACTORS AFFECTING
CUSTOMERS’ MEAL
EXPERIENCE
• Food and beverages off ered in the
menu;
• Service quality;
• Level of cleanliness and hygiene;
• Perceived value for money and
price; and
• Atmosphere and ambiance.

4
 1. FOOD ANG BEVERAGES OFFERED IN THE MENU

Food and beverages off ered must have various options that can be
appropriate to multiple needs of customers. Consider off ering halal or
children's meals to widen your market range. Ensure that all menu items
listed are always available. Unavailable food or beverage items from the
menu may create disappointment to the customer. Also, the outlet must
be fl exible to the demands and needs of the customers. Special requests
on the methods of cooking or ingredients may be given considerations.

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2. SERVICE QUALITY
 3. LEVEL OF
CLEANLINESS AND
HYGIENE

Any food service outlet is

expected to be clean on the
premises and equipment used.
The staff must practice proper
hygiene. The appropriate
hygiene and grooming reflect
the organizations' image. The
premises' cleanliness
demonstrates that the food and
drinks produced are clean and
safe for consumption.
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 4. PERCEIVED VALUE FOR MONEY AND
PRICE

$3B $2B $1B

The money spent must be appropriate to the quality of food,
service types, and ambiance provided by the food service
outlet.

Advertising creates customers' expectations; however, food

service outlets must be careful. Forming too many
expectations in customers' minds might also cause
customers' disappointment during the meal experience.
5. ATMOSPHERE AND AMBIANCE
Giving importance to the needs and other considerations in choosing a
restaurant can meet the customer's expectations. The augmented dining
experience can be achieved if things are worked out in a planned manner.
Higher customer satisfaction can always be achieved by giving a customer-
oriented service and by mingling customer service characteristics in food
service operations. Achieving customer service satisfaction may not be an
easy task, especially in the food and beverage service industry. There may
be situations wherein a restaurant's waiter or staff may encounter
complaints because of poor customer service.
CUSTOMER SERVICE
WHAT IS CUSTOMER
SERVICE?
Customer service is the assistance given to customers and
allocating an amount of attention to details.
A CONTOSO
Food service
personnel is going above and beyond, providing the extra mile of
service to its customers to attain customer satisfaction.
Customer service, and food service operations, can be defined as
being a combination of the following five characteristics:
1.Service Level
D
2.Service Availability C

3.Level of Standard
4.Service Reliability
5.Service Flexibility
 CUSTOMER SERVICE

S E RV I C E LEVEL OF S E RV I C E S E RV I C E
S E RV I C E L E V E L S TA N D A R D RELIABILITY FLEXIBILITY
AVA I L A B I L I T Y

This is the intensity It is based on what The quality of food This is the extent This is the extent
or the limitations in was agreed upon at and drinks, decor of consistency of to which
the person's ability the onset. The staff and ambiance, the product and alternatives are
to give the attention must inform the equipment and tools services off ered- made available and
expected and customers about used, and staff consistency with to which there can
required in the available foods professionalism the taste, service, be variations and
operation to and drinks, level must be and the like. alterations in the
customers. Always policies, and the appropriate to the standard products
bear in mind that like. establishment's that can be
when you are standard level. off ered.
working, you do not Customers will not
own your time. You complain if we
should provide all provide fair
the necessary expectations.
service that your
HANDLING CUSTOMER
COMPLAINTS
 Develop Complaint-handling
Policy
Developing a complaint-handling policy will
help the staff know what to do when
customer complaints occur. The customer's
complaint policy must assure that the food
service outlet values the customers'
feedback and that the outlet is committed
to resolving the issues fairly, timely, and
effi ciently.
Once the policy is created, develop procedures in handling
customer's complaints. When there is a complaint-handling
procedure, the service staff would be able to respond quickly to
the complaint because they know what to do. Complaint-
handling procedure will ensure that complaints will be handled in
the same way every time they occur. The procedure should be
simple and easy to understand.
PROCEDURES IN
HANDLING CUSTOMER’S
COMPLAINTS:

• Listen attentively
• Empathize and apologize
• Take action
• Make a follow-up
• Records facts and details of the
complaint
Desired Attributes of Food
and Beverage Service
Personnel
1.Good personal hygiene and
grooming Desired
2.Good manners and right
conduct
Attributes
3.Complaint handling of Food
4.Attentiveness and
5.Good sense of responsibility
Beverage
6.Punctuality
7.Memory and anticipation Service
8.Technical skills and knowledge Personnel
9.Local knowledge
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