The Café Ames, Iowa: Service Quality Management Project: Iowa State University

7KH�&DIp�-XOLD�$OEDXJK��6DPDQWKD�6XOOLYDQ��.ULVWHQ�'LHULFN��1RUPDQ�7D\ORU��&RU\�

%ULHW]NH��9HURQLFD�5DPRV��.ULVWHOOH�6O\FRUG�

7KH�&DIp�

/RFDWLRQ�������1RUWKULGJH�3NZ\��$PHV��,$������

��������������

7DUJHW�0DUNHW�)DPLOLHV�FRXSOHV�������DQG�SHRSOH�UDQJLQJ�IURP���·V�

��·V�DQG�ROGHU

.QRZQ�)RU��$�VHDVRQDO�DQG�IUHVK�PHQX�WKDW�KDV�D�ZDUP�DQG�

ZHOFRPLQJ�IHHO�WR�LW��7KH\�DOVR�KDYH�EUXQFK�RQ�6XQGD\·V�DQG�D�&DIp�DQG�D�IXOO�EDU��

&ULWHULD�

7DQJLEOH��� 3DUNLQJ�/RW

D� HDV\�WR�DFFHVV��QDYLJDWH

�� 5HVWURRP�FOHDQOLQHVV�

&ULWHULD��� 5HVSRQVLYHQHVV�

D� 'LG�WKH�KRVWHVV�JUHDW�XVE� :DV�WKH�VHUYHU�VSHHG\�ZKHQ�WKH\�VHUYHG�XV

�� &RPSHWHQFH�D� .QRZOHGJH�RI�WKH�GHDOV�VSHFLDOV�E� /RFDWLRQ�RI�WKH�UHVWURRPV

�� &RXUWHV\�D� SROLWH�VHUYHUV�DQG�KRVWHVVHV�E� DWWHQWLYHQHVV

&ULWHULD�

�� &RPPXQLFDWLRQ�D� :DV�WKH�RUGHU�FRUUHFW�WR�RXU�OLNLQJE� 'LG�WKH�ZDLWUHVV�RIIHU�DQ\�DGGLWLRQDO�LQIRUPDWLRQ

�� 6SHHG�D� +RZ�TXLFN�ZDV�WKH�IRRG�GHOLYHUHG�E� +RZ�TXLFN�ZHUH�ZH�VHDWHG�

&ULWHULD�

�� $WWLWXGH�D� :DV�WKH�VHUYHU�LQ�D�JRRG�PRRGE� 'LG�WKH�KRVWHVVHV�JUHHW�XV�LQ�D�SOHDVDQW�ZD\

�� 9DOLGLW\D� +RZ�H[WHQVLYH�ZDV�WKHLU�NQRZOHGJH�RQ�WKH�PHQXE� $FFXUDF\�RQ�GHVFULELQJ�GLIIHUHQW�DVSHFWV�RI�PHQX�

&ULWHULD�

�� 2WKHU�.QRZOHGJH�D� 'LG�WKH\�NQRZ�DOOHUJLHVE� +RZ�WKH�IRRG�ZDV�SUHSDUHG�

5DWLQJ�6FDOH

���7HUULEOH����3RRU���$YHUDJH���*RRG���$ERYH�$YHUDJH�([FHOOHQW�

)RU�UHVSRQVLYHQHVV�ZH�XVHG�D�WLPH�VFDOH�����ORQJHU�WKDQ����PLQXWHV���������PLQXWHV��������PLQXWHV��������PLQXWHV�������PLQXWHV�RU�

OHVV�

6FHQDULRV

���$VNLQJ�IRU�VSHFLILF�WDEOH�ZLWKLQ�WKH�UHVWDXUDQW

���6RPHRQH�LV�QRW�VDWLVILHG�ZLWK�WKH�WDVWH�RI�WKHLU�GULQN

���+RZ�VWDII�UHDFWHG�ZLWK�WKH�FKDQJLQJ�RI�DQ�RUGHU

���$VNLQJ�IRU�D�GLIIHUHQW�W\SH�RI�VDXFH�ZLWK�WKHLU�HQWUHH

*URXS�)LQGLQJV

Ƚ 2YHUDOO�ZH�UDWHG�WKHP�ZHOO�Ƚ :H�JDYH�WKHP�D�����RYHUDOOȽ $UHDV�WKDW�ZHUH�ORZ�ZHUH�LQ�9DOLGLW\��

VSHHGLQHVV��DQG�UHVSRQVLYHQHVV�RI�WKH�KRVWHVV��

'LIIHUHQFHV�LQ�RSLQLRQV

Ƚ 6RPH�SHRSOH�ZHUH�ILQH�ZLWK�WKH�ZDLW�WLPH�EHFDXVH�WKH\�KDYH�EHHQ�WR�WKLV�UHVWDXUDQW�EHIRUH��RWKHUV�GLGQ·W�H[SHFW�WKHLU�WR�EH�D�ZDLW

Ƚ $OVR�VRPH�SHRSOH�ZHUH�RYHUZKHOPHG�E\�WKH�PHQX�DQG�KDG�PRUH�TXHVWLRQV�IRU�RXU�ZDLWUHVV�WKDQ�RWKHUV�VR�PLJKW�KDYH�JUDGHG�ORZHU�RQ�YDOLGLW\

&KDQJHV�IRU�WKH�&DIp�

Ƚ 7R�VKRUWHQ�ZDLW�WLPHVż 2SHQ�XS�VRPH�RI�WKH�VSDFH�IRU�WKH�OREE\��SHRSOH�

ZLOO�IHHO�OHVV�FURZGHG�DQG�UXVKHGż $OVR�LQFUHDVH�SURGXFWLYLW\�DQG�ZDLWUHVV�ZDLWHUV�

QXPEHU�RI�WDEOHVȽ ,QFUHDVH�VWDII·V�NQRZOHGJH

ż %HFDXVH�LW�LV�VHDVRQDO�KDYH�PRUH�PHHWLQJV�DQG�SHUIRUPDQFH�HYDOXDWLRQV�WR�VWD\�XS�WR�GDWH�RQ�PHQX�LWHPV

&KDQJHV

Ƚ 5HVSRQVLYHQHVVż 7R�FUHDWH�OHVV�FRQIXVLRQ�IRU�WKH�KRVWHVV�DQG�

FXVWRPHUV�RQ�WKH�OREE\�DUHD�DQG�HQWUDQFHV��FUHDWH�RQH�ORFDWLRQ�IRU�FXVWRPHUV�WR�HQWHU

ż 7KLV�ZRXOG�HOLPLQDWH�WUDIILF�IURP�ERWK�GLUHFWLRQV�DQG�KDYH�WKH�VWDII�DOZD\V�IDFLQJ�DQG�ZHOFRPLQJ�HDFK�FXVWRPHU�

:KDW�ZH�OHDUQHG�

Ƚ 0DQ\�GLIIHUHQW�DVSHFWV�WR�JUDGH�DQ�HVWDEOLVKPHQW�

Ƚ 'LIIHUHQW�RSLQLRQV�DQG�HYHU\RQH�LV�XVH�WR�DQG�VWDQGDUGV�DUH�GLIIHUHQW

Ƚ 2QH�EDG�PRPHQW�RU�H[SHULHQFH�FDQ�UHDOO\�DIIHFW�\RXU�MXGJHPHQW�RI�WKDW�SODFH�

:KDW�ZH�OHDUQHG�

Ƚ 7KH�FXVWRPHU�LV�DOZD\V�ULJKW�ż 7KH\�DUH�WKH�RQH�ZKR�ZLOO�EH�FRPLQJ�EDFN�DQG�WKH\�

DUH�WKH�RQHV�WKH�VWDII�KDV�WR�ZLQ�WKHLU�DSSURYDO�Ƚ +DYLQJ�JRRG��IULHQGO\�NQRZOHGJHDEOH�VWDII�

LV�NH\

7KDQN�<RX4XHVWLRQV