Customer Satisfaction In The Tavern Business example essay topic

Broadway Tavern Customer Satisfaction Project Report Presented to the Faculty of the Greenville College in partial fulfillment of the requirement For the degree of Bachelor of Science with a Major in Organizational LeadershipbyRichard Starr Micheal Taylor Goal 27 April 20, 2001 This is to certify that the report prepared By: Richard Starr Entitled: Broadway Tavern Customer Satisfaction Has been accepted by the faculty of Greenville College. Signed: Primary Instructor: Date: Academic Director: Date: Table of Contents Abstract... 4 CHAPTER 1... 5 Description of the Problem... 5 Statement of Purpose... 5 Setting of the Problem...

5 History and Background of the Problem... 6 Scope of the Project... 7 Importance of the Project... 7 CHAPTER 2... 8 Literature Review... 8 CHAPTER 3...

10 Research Strategy and Data Collection Plan... 10 Summary of Chapter 1 and 2... 10 Research Strategy... 10 Data Collection Plan... 11 CHAPTER 4... 14 Result, Conclusion, and Recommendation...

14 Summary of Chapter 1, 2, and 3... 14 Summary of Results... 14 Conclusions... 15 Recommendation...

15 References... 16 Appendix A - Survey Instrument... 17 Abstract Customer Satisfaction is a crucial part of a successful business and can make or break a business. Customer satisfaction in the tavern business is an important element, if you do not meet the needs of your customers they will gladly go to another tavern or bar. The tavern business is unpredictable whereas when times are good, people are going to party and drink. On the other hand, when times are bad, people are going to drink out of anger or depression.

So providing great customer service is a must. A tavern isn't like the power company where you only have one choice; there are numerous bars to choose from. The purpose of this project is to see if the customers who patronize the Broadway Tavern are satisfied with the customer service which they receive. In my research strategy in completing my project had one primary objective, my customers such as gender, age, and martial status. The secondary objective was to find out if my customers' needs are satisfied. The results of the surveys that my customers at the Broadway Tavern completed show that they are satisfied with the overall service that they receive.

Chapter 1 Description of the Problem Statement of Purpose Customer Satisfaction is a crucial part of a successful business and can make or break the business. The purpose of this project is to see if the customers who patronize the Broadway Tavern are satisfied with the customer service that they receive. Setting of the Problem In the Centralia vicinity (Centralia, Wa mac, and Central City) within one town and two villages there are approximately twenty different taverns or bars. With so many choices, customer satisfaction is an important part of the business. There are things that one looks at before one chooses a tavern or bar to patronize. For example, where the place is located?

Who else goes there? What their prices are compared to rest of the field? What selections of beer and liquor do they offer? Also, when does the tavern have a dollar beer night, draft specials, mixed drink specials or any other promotions?

Another example is does the tavern have lunch specials, do they offer food all night, and do they give food away. Customers also look to see if the bar offers entertainment such as TVs, video games, pool billiards, darts, air hockey, washers, shuffleboard, or karaoke. A problem that I have to look at, that I have no control over, is the drinking laws, such as DUI, DWI, and illegal transportation and consumption. The threat of getting a DUI discourages people to stay away. History and Background of the Problem The Broadway Tavern is the tavern that I'm doing the survey on; it is located in Central City, IL. Central City is a small village that is connected to Centralia, IL.

The Broadway Tavern is at 123 North Broadway or Route 51 North. Hugo Pill first started the tavern in the 1800's. The bar was called Nacks Exchange and consisted of a saloon, post office, general store, and some doctor's offices. Later, Ramous Biaggi bought Nacks Exchange and called it the Broadway Tavern. Ramous and his wife owned it for many years and then left it to their daughter Cleo. Cleo ran the tavern until she was diagnosed with cancer and died.

Cleo's niece Minnie and her father Art Jr. brought the tavern and ran it for about six months to a year. My present employer, Toni and Gary Hall brought the tavern in November 5, 1994 and have owned it since. Back when it was Nacks Exchange, it was stated that Abraham Lincoln gave a speech on the second floor balcony. It has also been rumored that a man hung himself in the back storeroom. At the Broadway Tavern profanity is kept to a minimum. That has been a rule since Ramous owned the tavern.

The tavern is known for having cold frosted mugs for the draft beer. Also, they offer Italian beef that is made in the tavern. The tavern tried to be family oriented through the years. Scope of the Project This project is intended to measure the customer satisfaction at the Broadway Tavern in Central City, IL.

This project can help us improve or expand our customer service, so we can improve the customer satisfaction rating. Importance of the Project The results of the survey can direct the staff at the Broadway Tavern to focus on some improvements. From the results of the survey, we can find out how to keep customers and how to bring in more customers at the Broadway Tavern CHAPTER 2 Literature Review Customer satisfaction is extremely important for any business's uc cess, but 'nightlife' operators should hope that their guests do plenty of complaining. Better yet they should encourage their patrons to complain, and then thank them when they do so. It could spell the difference between becoming more profitable and going out of business.

Nearly half of all dissatisfied customers say nothing. They simply leave and never come back. Getting those patrons to complain and then resolving their complaints is the key to retaining their business and building customer loyalty. ' A lot of managers may think that things are going just fine because they don't hear any complaints,' said Dr. Kirk Wakefield, a consultant and marketing professor at the University of Mississippi.

'That may be the problem- customers are dissatisfied but they don't think it will do any good to complain. So, they don't. They just leave. ' A recent survey of bar patrons conducted by Wakefield indicates that about 47 percent of customers who get bad food or service will not admit they are unhappy. They simply say nothing, even when asked by the wait staff. And about 65 percent of those dissatisfied customers say they won't go back to the offending establishment.

Even worse, three-quarters of those unhappy patrons say they will tell family, friends, and co-workers about their bad experience. The good news is that more than 80 percent of those people indicate they will give the establishment a second chance if the issue is resolved to their satisfaction, with nearly a fourth actually saying that they know that mistakes do happen. They just want you to fix the mistakes. Customers tend to voice complaints if they expect that the business will be fair and pleasant about dealing with the problem, Wakefield said.

Customers will not complain when they think that the employees will act as if it is an inconvenience to fix the problem or if they think that they will have to wait even longer for the order to be fixed, and they will still be charged full price. According to Wakefield the management should send clear signals to guests (and employees) that 'Customer satisfaction is 100 percent guaranteed. ' Simply placing comment cards on tables and on the bar is not enough. Customers need to know that problems can be dealt with immediately, not after the dining or entertainment experience is over. It should be made clear that all complaints- even minor ones- are important and will be dealt with promptly and courteously.

Chapter 3 Research Strategy and Data Collection Plan Summary of Chapter 1 and 2 Basically, the tavern has always been a place for social interaction, meet your friends, have a few drinks, listen to music, etc. Patrons are wanting to have a good time and expect to be treated well for the money they spend. We, as the bar management need to realize that patrons can always go somewhere else and that we should do our best to accommodate them as much as possible. The literature review touched on the need for continued customer satisfaction and actually encouraged the customers to voice their complaints out in the open instead of letting the matter drop and going somewhere else. The continued success of any business depends on how well the customer is treated and if he has a complaint, how well the problem was addressed. Research Strategy Statement of objectives.

The research strategy was composed of two objectives. The primary objective of this survey was to see who are my customers, according to age, gender, and martial status, who come to the tavern on a regular basis. The secondary objective was to find out if my customers' needs are being satisfied at Broadway Tavern. The results of this survey should show areas that need improvement.

Research model selection. The research model chosen for this project was the descriptive study approach. The basic reason for selecting this model was to examine my customers and the services that I provide for them and see if they were satisfied. Data Collection Plan With help from my customers and owners of the Broadway Tavern my survey was completed.

While doing the project, I earned myself a position as bar manager. Procedure. This survey was to first develop my final project, but the owners of the tavern have used it to see if they need to make any changes now or in the future. The survey was composed of thirteen questions.

The questions were grouped into two sections: 1) informational data 2) satisfaction of the tavern The question in section one (one through ten) related to the customer. The nominal data collected in this section were age, gender, martial status, how many times a week a customer comes in, what time of the day a customer comes in, if they eat lunch what day, what beverage do they drink, if they drink beer, what form do they drink, package liquor, and karaoke Questions 11 through 13 were based on satisfaction of services such as being comfortable, staff being courteous and being satisfied with the service overall. Participation Selection. The selection for this project was 100 regular customers who patronize the Broadway Tavern weekly. Table 1 Gender Variable Frequency Percent male 60 60%female 40 40%Table 2 Martial Status Variable Frequency Percent Single 13 13%Married 68 68%Divorced 17 17%Widow 2 2%Table 3 Age Variable Frequency Percent 21-31 8 8%32-41 36 36%42-51 22 22%52-61 18 18%62-over 16 16%Table 4 Service Overall Variable Frequency Percent Very Satisfied 15 50%Satisfied 13 43.4%Somewhat Dissatisfied 1 3.3%Dissatisfied 1 3.3%Time and location. The survey was handed out to 100 regular customers who visit the Broadway Tavern on weekly bases.

The survey was handed out over a week. My customers were very cooperative in filling out the surveys. The data collected from the survey helped me to know what satisfied my customers and to find out who my customers are. Limitation My project has overcome some limitation. First, time was a factor. I wished I could have done this over a month time rather a week.

Second, there were some variables that my bosses would not let me use in my survey. These variables have a factor for people who patronize the Broadway Tavern. Finally, I limited the surveys to 100 regular customers. CHAPTER 4 Result, Conclusion, and Recommendation Summary of Chapter 1, 2, and 3 In Chapter 1, I started out with a brief history of the Broadway Tavern, the services it offered and the need for improvement in customer satisfaction, due to the fact that other bars were available in the Centralia area and people could patronize the other establishments if they thought it necessary.

Chapter 2 touched on the need for continued customer satisfaction and my research into customer satisfaction as a whole, whether it be at the Broadway Tavern or customer service in general. I listed some quotes from some of my research and applied it to my situation. Chapter 3 was basically about the results of my survey and how I would go about trying to use the results in practical application. For instance, if one of my customers surveyed was disappointed because the Broadway did not have his particular brand of beverage, the staff would make every attempt to have that ready for him by his next visit. Summary of Results The first objective of this project was to find out who are the customers at the Broadway Tavern. This was achieved by my customer satisfaction surveys.

I found out who my customers are by gender, age, and martial status. The second objective of this project was to find out if the customers at the Broadway Tavern were being taken care of to their satisfaction. This was also achieved by my customer satisfaction surveys. Conclusion By giving out this survey people feel like that they were getting the proper attention that they felt they deserved. I think from giving out this survey, my tips have increased and my customers are staying longer. Recommendations I would recommend that the problems brought to my attention by this survey be addressed and the problems be taken care of to the customers's satisfaction as soon as possible.

Also, I would want to have an open mind as to customers's uggestions for new ideas and what they would like to see at the Broadway Tavern in the future. In the survey, it struck me quit odd to find out that only

Bibliography

Owens, Brenda. (1999).
Satisfaction Guaranteed, . nightclubs. com Seibel, Clark. W. (1952).