BM 116 Operations Management in Tourism and Hospitality PDF Finals-Unit-1

Benguet State University College of Home Economics and Technology Department of Hospitality Management La Trinidad, Benguet BM 116...

Benguet State University College of Home Economics and Technology Department of Hospitality Management La Trinidad, Benguet BM 116 Operations Management in Tourism and Hospitality BM 116 – Operations Management in Tourism and Hospitality 1  Course Study Schedule FINALS - Unit 1 Introduction to Food Service Operations Learning Content Activities Topics EXPLORE: Lecture: Understand the food service industry sector 1. The Food service Industry Sector 2. The food and beverage service organization EXPLAIN: 3. Customers’ meal experience and desired Identify the functions and responsibilities of attributes of food and beverage service the food and beverage organizational personnel structure Laboratory: ELABORATE: Illustrate a neat diagram of the food service Cause and Effect Grid cycle, and explain how each stage is Restaurant Lay-out and illustration of F&B interdependent organizational structure of restaurant theme and classification BM 116 – Operations Management in Tourism and Hospitality 2  Introduction to Food Service Operations Various food service establishments have mushroomed because of the increase in people eating out and the high demand for food consumption and production. This makes the food service industry a diverse industry. The fast growth of the food and beverage service industry creates tight competition and innovative changes in the food service industry. These changes also lead to a more challenging and complex food service operation that requires thorough planning or reassessment of operations To further understand the food and beverage service industry sectors, distinctive elements will be discussed in this lesson to categorize these sectors easily. This lesson will help you understand and analyze the food and beverage service cycle and compare different food service operations. Lesson Learning Objectives 1. Classify the different food service sectors; 2. illustrate and explain the food service cycle; 3. Differentiate the various types of food service operations; 4. Recognize the importance of an organizational structure in achieving one common goal; 5. Explain the job descriptions and job specifications of different F&B personnel; 6. Discuss the interdepartmental relationship of the F&B service department with other departments; 7. Discuss and understand customers’ needs; and 8. Examine other factors that influence customers’ meal experience. 1. Catering/Food Service Industry The catering or food service industry includes businesses, institutions, and companies that provide activities and services that involve preparing, presenting, and serving food and beverages. The catering or food service industry’s primary role is to provide food and drinks to all those who eat outside their home for various reasons and are mostly dependent on the food service outlets for their meal. Numerous types of food service outlets vary in style, size location, and service. The industry caters based on people’s demand for the following: Food includes a wide range of cuisines (i.e., Japanese cuisines, Italian cuisines, and the like) where the style of cooking practices and traditions are associated with specific regions, countries, provinces, or cultures. It can also be a specific specialty, such as vegetarian or vegan. Beverages include all kinds of drinks that can be alcoholic or nonalcoholic. Alcoholic beverages may consist of beers, wines, spirits, cocktails, and the like; whereas nonalcoholic beverages may include refreshing, stimulating, and nourishing drinks. BM 116 – Operations Management in Tourism and Hospitality 3 There are two types of food and beverage services; on-premise and off-premise. a. On-premise is when food and beverages are prepared, presented, and served inside the establishment premises where the customers visit the premises to avail of their services. b. Off-premise is when the food and beverage service partially cooks, prepares, and serves on the customer’s chosen premises. This is usually availed to cater to a large number of people for special occasions. The Food Service Industry Sector The broader spectrum of the population eating out of their home has increased the demand for food and beverage consumption and production. Different food and beverage services are introduced with diverse customer needs, and changes in various types of food and beverage service operations are necessitated. The food and beverage industry continues to develop and diversity to meet the challenging demands of the customer. with this, it is essential to understand different food and beverage sectors and how they differ in their food service operations, style, size, location, and the market they are catering to make them unique with one another. To easily understand the food and beverage (F&B) service industry, we will classify it based on (1) the priority given to the provision of food and beverage, (2) the motives, and (3) the type of market served, and (4) the ownership. 1. Based on the priority given to the provision of food and beverage Food and Beverage Industry Primary Catering Secondary Catering Industry Industry Figure 1.1. Classification of F&B Industry Based on the Priority given to the Provision of F&B The F&B industry sector can be classified into two groups according to the priority given to the provision of F&B, including the (a) primary catering industry and (b) secondary catering industry. a. Primary catering industry. The establishment’s main concern under this category is to cater food and drinks to its clients, such as restaurants, takeaways, dine-ins, F&B outlets in the accommodation sector, and the like. Residential – these are establishments that offer F&B service and accommodations, such as hotels, motels, resorts, and so on. Nonresidential – these are establishments that only offer food and beverages, such as restaurants, pubs, nightclubs, and so on. b. Secondary catering industry. The provision of food and beverages is not the primary concern of the establishments in this category. Still, it is embedded in the establishment as BM 116 – Operations Management in Tourism and Hospitality 4  support or secondary activity, such as hospital catering, institutional catering, transport catering, and the like. 2. Based on the motives The F&B industry sector also varies according to its motives, whether for profit or service. a. Profit motives/commercial. The food service establishment’s main objective is to gain profit by selling F&B as its primary or secondary activity. b. Service motives/non-commercial. Under this sector, the F&B establishments aim not to earn a profit, but instead to provide welfare services at reasonable prices, such as hospitals and industrial cafeterias. 3. Based on the type of market served. The sector in the F&B industry can also be distinguished according to the type of market served, whether it is the general or the restricted market. a. General market/Non-captive customers. In this category, the customers have a full choice of what to eat and where to eat. There are various general market segments; it can be upper class, upper-middle class, middle class, lower-middle class, or lower class. These segments are primarily classified based on their per capita income level and spending power. b. Restricted market/captive and semi-captive customers. Under this category, the food establishment usually offers limited food offerings or foods specifically designed to a particular clientele’s needs. The clientele has two kinds in their restricted market: the captive clientele and the semi-captive clientele. The captive clientele has no choice in the F&B service offered (i.e., senior citizens in nursing homes or patients in hospitals). Foods are typically designed for the needs of a particular client or patient. The semi-captive clientele has a choice but is only limited to the establishment’s options (i.e., transport passengers). Food and Beverage Industry Commercial (Profit-oriented) Noncommercial (Service-oriented) General Market Restricted Market Restricted Market - Lodging Sector (Hotels, - Clubs - Industrial catering Resorts, Motels) -transport catering -hospitals -Restaurants -Institutional -defense forces -Leisure-linked catering catering -prisons/correctional -Off-premise catering -contract catering -old age homes -orphanage Figure 1.2. Classification of F&B Industry Based on Motives and Market Served BM 116 – Operations Management in Tourism and Hospitality 5 Hotels. The hotel’s primary purpose is to provide accommodations that may include food and beverage services. A hotel offers various services through outlets, such as coffee shops, banquets, specialty restaurants, room service, lounges, and bars. Restaurants. A restaurant consists of different organizations that prepare, present, and serve food and drinks to various clientele on-premises, though some include takeout and delivery services. Restaurants have different standards, and they are varied in prices, market, ambiance, and service styles, ranging from self-service cafeterias to fine dining service outlets, and so on. They can be classified into three groups: (1) quick service, (2) mid-scale service, and (3) upscale service. 1. Quick Service This is commonly known as a fast-food restaurant. A limited menu is offered and meals are quickly prepared and served. A high customer volume is necessary to make this type of business sustainable since it requires high labor costs and high equipment investment. Some stablishments also provide windows for drive-thru and takeout. This is a self-service restaurant with affordable prices. 2. Mid-scale Service Under this category, restaurants offer full meals at a midrange price, which the customers perceive as good value. Mid-scale restaurants can provide full service, buffet, and pay-to-order counters that can be self-service or limited service having the customers’ food brought to their tables. 3. Upscale Service Upscale restaurants offer excellent quality cuisine at a high-end price. The establishment under this category provides full service in an elegant ambiance. In the Philippines, most upscale service restaurants can be found in five-star hotels and metropolitan districts. Leisure-linked catering. Food and drink services are offered to people engaged in leisure, sports, and recreation through licensed cafes, food stalls, fast-food restaurants, food courts, and the like. Off-premise catering. This service is also known as off-site catering. This kind of service provides food and drinks for small to large groups of people for social or corporate functions and activities at any location, which is off the principal workplace. Clubs. Clubs are those establishments that offer F&B services and sometimes accommodation to their licensed members. These may include a political party club, societal clubs, Rotary clubs, sports clubs, association clubs, health clubs, and the like. These clubs are classified as proprietary or registered clubs. Transport Catering. Transport catering deals with catering in all transport modes, such as rail, air, sea, and road. It provides F&B to passengers before, during, and after a journey on buses, private cars, trains, aircraft, ships, or ferries. Transport catering can be broadly classified into the following types: a. Railway catering. The two types of railway catering services are terminal catering and in- transit catering. Terminal catering allows BM 116 – Operations Management in Tourism and Hospitality 6  passengers to get off the train to eat food in various terminals where food service outlets are available. Catering at railway stations or terminals is done through licensed cafes, food stalls, fast-food and takeaway vendors, canteens, and the like. In-transit catering is the provision of food and beverages to passengers while they are traveling. This is most common in trains that do not often stop because the journey is too short. b. Airline catering. Similar to rail transport catering, air transport catering also offers terminal catering and in-flight catering. Licensed cafes, fast-food outlets, self-service restaurants, and waiter- service restaurants supplemented by vending machines and bars are among terminal catering examples. In-flight catering service varies on the class of travel (first class, business class, or economy class). The economy class passenger is offered pre-portioned snacks or meals with disposable cutlery and crockery assembled over a plastic tray, reducing the flight’s weight. In contrast, business class or executive class passengers are offered food on bone china crockery and fine glassware, typically, food and beverages are included in the airfare. Each aircraft has its catering officer who informs the kitchen of the number of passengers in the economy class, business class, and first class and the number of vegetarians and nonvegetarians. c. Ship catering. Commonly, ferries are used on shorter sea routes to have snacks and soft beverages, whereas ships plying on longer routes will have full-fledged kitchens offering full meals to the travelers. The ship catering caters to cargo crew and passengers. Ships have restaurants and kitchens on board. The facilities and services vary depending on the ship’s class and the price that the passenger is willing to pay. d. Surface catering. It caters to passengers traveling by surface transport, such as buses, cars, and private vehicles, through licensed cafes, food stalls, fast-food restaurants, takeaways, canteens, and the like. It is usually located in terminals, stopovers on highways within the route, and gasoline stations. BM 116 – Operations Management in Tourism and Hospitality 7 Institutional catering. Food and drinks are provided to people with the specific social requirement. It includes hospitals, daycare centers, universities, armed forces, prisons, and correctional facilities. Industrial catering. Food and drinks are served to people working in industries and factories that are subsidized by the company. 4. Based on the Ownership The F&B industry sector also varies according to the type of ownership. It can be self- operated, through a franchise agreement, management contracting, or outsourcing. a. Self-operated. The owner of the company manages the operations. it can be large, small, or franchised. b. Franchise agreement. In this situation, the franchisee purchases the right to use the brand name, design, and methods as agreed to other franchising agreement conditions. c. Management contracting. This is when the owner or the company management employs or contracts another food and beverage service organization or company to manage the whole or part of the operation. It can be either in a noncommercial institution such as a university cafeteria or in a noncommercial institution like a hotel. d. Outsourcing. The emerging trends are where the hotel forms a partnership with the restaurant, coffee chain, or bar brand to operate in the hotel’s designated area. The Food Service Operations The hospitality industry’s F&B service operations involve providing food and drinks for customers’ consumption; thus, the operations exclude retailing and manufacturing. The F&B service operations are concerned with eight stages of the food service cycle, which are arranged sequentially that can be used as a basis to analyze the food service operations. The food service cycle acts as a checklist when conceiving an idea, implementing a concept, and delivering an idea. The eight stages of the food service cycle include the following: BM 116 – Operations Management in Tourism and Hospitality 8  Market Potential Monitoring of Customers Policy design satsfaction and objectives Revenue and Understanding Cost control demand Operational Planning and and designing management meeting facilitites requirements requirements and making provisions Figure 1.3. The Food Service cycle The Eight Stages of the Food Service Cycle 1. Understanding the potential market and consumer demand from various sectors in the food service industry. 2. Company policies should be designed according to the business objectives that would guide operational methods. 3. The demand should be understood and analyzed to develop the decisions on the type of operations, such as food and beverages to offer, pricing, service level, and other associated factors. 4. This is generally followed by planning and designing facilities such as identifying necessary equipment, placement, and size to fit into the operation's critical needs to cater to the customers' demands. 5. Proper provisioning for food, beverages, and other purchases should be done to meet the service methods, food production, and beverage requirements to execute the plans successfully. 6. The aspect of F&B operations and management requirements should be well taken care of. It is necessary to know various F&B processes and production, methods, and staffing critical in decision-making. 7. Controlling the cot is one of the most essential aspects in reaching the establishment’s profitability which is revenue associated with food production, beverage provision, and other services. 8. Continuous assessment of customer satisfaction is an integral part of the cycle as this acts as the determining factor toward the sustainability of the establishment. The food service cycle is designed to guide the planning of F&B operations, but it also serves as a tool to reassess the existing ones. The eight stages in the food service cycle are independent, although they are presented in sequence – a challenge to one stage may be the cause of burden to other stages. Problems at one stage, like purchasing, may affect cost and BM 116 – Operations Management in Tourism and Hospitality 9 revenue control (spoilage due to over-purchasing) or food production (unable to offer some menu items due to lack of availability of ingredients in the stockroom). The example clearly shows that identifying and understanding the various interrelationships between the eight stages of the food service cycle are essential. It ensures that the management decision will consider the operations by looking at the effect of a particular choice throughout all the food service cycle stages. Types of Food Service Operations The customers can avail themselves of a wide range of F&B services. It includes self- service cafeterias, fine dining service outlets, and the like. The extent of food service operations depends upon the type of food service outlet. There are numerous types of F&B outlets that are existing in the market, and some have similar types of F&B operations found in different food service sectors, namely: 1. Airport lounge. It is 24/7 open that provides self-service or assisted service where the traveler himself/herself takes food and beverages. 2. Bar. Cocktails, mocktails, and snacks are offered in speedy push-low seating. 3. Cafeteria. It is a self-service or an assisted service with low-priced, pre-plated food. 4. Coffee shop. It provides quick service at a midrange price. 5. Discotheque/Nightclub. An assisted service is provided 6. Family/Casual Dining Restaurant. It provides food and assisted service at a midrange price. 7. Fast-food outlet. Quick service is provided. Once customers order the food, the staff prepares it in a tray, and customers pick it up. 8. Food court. It provides a quick service where customers order and pick up their chosen food and drinks and consume them in the central common dining area. 9. Grillroom. It corresponds to hotel policies and standards. 10. Poolside barbecue. It provides self-service where customers pick up food and drinks. Some provide assisted service where food and drinks are served at the customers’ tables. 11. Pub. It provides a self-service or an assisted service. Drinks are served in speedy push-low seating. 12. Specialty/Ethnic Restaurant. Staff uniforms, as well as the service, correspond to the place where the food originates. 13. Takeaway counter. It offers a pick-up service where the customer places the order, waits until it is completed, and picks up the food and beverages to consume them off-premise. 14. Themed restaurant. It provides assisted service. 15. Vending Machine. It is ultimately a full self-service. BM 116 – Operations Management in Tourism and Hospitality 10  Activity 2: Learning Exercises The list of food service sectors categorizes them based on the priority given to the provision of F&B, their motives, and the type of market served. Write your answer in the blank. Food service industry sector Based on the priority Based on Motives Based on the type of given to the provision of (Commercial/ market served (General food and beverage Noncommercial) market/ captive and semi- (Primary/Secondary) captive market 1 Hotel 2 Restaurant 3 Leisure-linked catering 4 Off-premise catering 5 Clubs 6 Railway In-transit catering 7 Railway terminal catering 8 Airline In-flight catering 9 Airline terminal catering 10 Ship catering 11 Surface catering 12 Schools 13 Hospitals 14 Prisons/correctional facilities 15 Orphanage 16 Military/ defense services 17 Old age home BM 116 – Operations Management in Tourism and Hospitality 11  2. The Food and Beverage Service Organizations In any establishment, the staff plays a vital role in its success. Staff, aside from the food and drinks, are part of the product of any food and beverage service operations. with complicated work demands in the hospitality industry, specifically in F&B service operations, the management needs to allocate the right person in the right positions. It is necessary to have service-oriented staff in F&B services to perform various tasks they require. The F&B Service Organizational Structure An organization refers to units of people that are structured and managed to achieve one common goal. Generally, an organization is illustrated in an organization chart that provides a hierarchy of positions, the relationship of members appointed in different levels of responsibilities, and a formal line of communication channels within the organization. Each member of the organization has his/her assigned roles, responsibilities, and authority to perform specific tasks. Employee's duties and responsibilities are determined by the employer and vary from one organization to another. Each individual must deliver his/her duties and responsibilities as agreed in the employment contract. It is essential to define management or chain of command in forming an organizational structure to have a more explicit designation and integration of responsibilities and duties. The organization is composed of different brigade levels in F&B service operations, categorized into three levels. 1. Managerial level. This is considered the top management where most employees at this level do the decision-making. Employees at this level have a lesser number of people, usually 5% of the organization. 2. Supervisory level. This is generally considered 15% of the organization and considered as middle management. Employees at this level are in charge of supervising employees at the operational level. The primary responsibility of people who belong to this level is to Figure 2.1. Organizational communicate top management’s decisions to the Hierarchy employees at the operational level. 3. Operational level. This is at the organizational chart’s bottom level, composed of 80% of the organization. Employees at this level are physically hands-on to the job. Job Descriptions and Job Specifications of F&B Personnel Job description. It is the term used to describe the duties and responsibilities of a particular job. It also indicates the relationship in the level of authority with whom an individual or department should coordinate with. Job Specification. It is the term used to describe necessary qualities and minimum qualifications that one may possess that require the job position to perform well in his/her work area. It includes the minimum education requirements, experience, competencies, technical training, and skills. Competencies are behavioral traits of an individual that are appropriate for the job. Among the BM 116 – Operations Management in Tourism and Hospitality 12 desired behavioral features are punctuality, good grooming and hygiene, positive attitude, flexibility, work etiquette, and proper attitude. On the other hand, skills are kinetic and logical talents acquired through adequate education and training, such as communication and interpersonal skills, setting up a table, wine service, and the like. Various food service establishments have a different organizational structures based on the organizations’ operations. other establishments operate in different position names, which require different duties and responsibilities for different employees. BM 116 – Operations Management in Tourism and Hospitality 13  3. The Food and Beverage Service Organizations Meal experience is considered a critical factor in the success of any food service outlet. Service staff must have an in-depth understanding of the customers to enhance food service operations and achieve customer satisfaction. Desired attributes of the service personnel essential in providing an excellent customer meal experience will also be discussed in this topic. Customers’ Needs - ESSAY Understanding customers’ needs are vital to any F&B service establishment’s success. Knowing your customer is key to giving them good service, resulting in strong customer relationships and new sales through positive word-of-mouth recommendations. However, understanding the customers’ needs is not easy. It most often requires a thoughtful analysis to identify their demands or purchase patterns, so that you can anticipate their needs to exceed their expectations and achieve satisfaction. The following are examples of customers’ needs. 1. Physiological needs The physiological needs at the base of Maslow’s hierarchy of human needs encompass the basic yet self-preserving needs, such as sleep, water, and shelter. In the food service industry, the customers’ physiological needs are to satisfy their appetitive or thirst. People eat out or purchase food or drinks in food service outlets because of hunger and thirst. BM 116 – Operations Management in Tourism and Hospitality 14 2. Economic Needs These are the needs on the value of money. The customers will look if the size, portion, level of service, speed of service, and outlet location are worth the price they pay. 3. Social Needs Social needs are the feeling of belonging. It is satisfying when the customers’ sense of belonging is achieved when they go out with their friends, have business meetings, get-together functions, and the like. Most people eat outside to socialize with their friends, celebrate special occasions with family, or meet someone for a business meeting. People select where to eat, depending on their social needs. 4. Psychological Needs Psychological needs are self-esteem needs. This is the feeling of prestige and fulfilling lifestyle needs. Some people eat at a particular establishment to fulfill their psychological needs. The food service establishment brand somewhat influences customers’ reasons for choosing an establishment because of its image. 5. Convenience For the most basic reason, eating out or buying food from a food service establishment is simply convenient. For example, customers will eat at any food service outlets inside the mall when they get hungry in the mall, or customers eat at nearby restaurants, which are very accessible to their work. The option to dine out instead of cooking at home nowadays has been a backup for many households in case of lack of time due to work or traffic. All food service outlets want to satisfy their customers by providing all the needs mentioned previously. That is why service staff must recognize customers’ specific needs and reasons because each customer’s motives and reasons for eating in an establishment differ, even their demands. There is also tight competition in the food service industry because various food service outlets exist. Many food service outlets provide diverse menu offerings, excellent service price levels, and the like. It becomes necessary to look into details of these factors that affect customers’ meal experience. Factors Affecting Meal Experience Here are some of the factors that affect a customer’s meal experience: 1. Food and beverages offered on the menu It includes the quality of the food and beverages, range of menu options, or a variety of food and drinks offered, availability, and flexibility for special orders that might affect customers’ meal experience. Food and beverages offered must have various options that can be appropriate to multiple needs of customers. Consider offering halal or children’s meals to widen our market range. Ensure that all menu items listed are always available. Unavailable food and beverage items from the menu may create disappointment for the customer. Also, the outlet may be flexible to the demands and needs of the customers. Special requests on the methods or ingredients may be given consideration. BM 116 – Operations Management in Tourism and Hospitality 15 2. Service Quality Service quality varies according to industry. The context and brand promise can entirely influence it. The industry standard and widely used metric are known as “SERVQUAL.” The SERVQUAL method is used and applied over time to measure the gaps between the guests’ expectations and the actual service delivered to identify areas that need quality improvement. There are five sets of service quality dimensions that can be remembered as “RATER.” R – Reliability A – Assurance T – Tangible E – Empathy R – Responsiveness a. Reliability. It is to perform the promised service to the customers. It is the ability to complete the service on time, consistently, and error-free every time. It is crucial to accurately deliver the service to the customers with no mistakes to create a positive meal experience. b. Assurance. It can convey confidence and portray that the organization is trusted for its service. This is based on the staff’s knowledge and ability to communicate with customers. c. Tangible. It refers to aesthetics. It is the physical facilities, the atmosphere which includes other customers, the service staff, and the like. This is also how the outlet is visually appealing to its customers. Staff should look into details and ensure that everything is spotless from dirt. Creating good relationships within the organization also reflects a positive ambiance when the staff is serving customers. d. Empathy. The staff establishes empathy to show care. The staff should provide individualized attention to its customers. e. Responsiveness. I provide prompt service and a willingness to help guests. The staff should always anticipate the needs of the customers. 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 organization’s image. The premises’ cleanliness demonstrates that the food and drinks produced are clean and safe for consumption. 4. Perceived value for money and price 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 The design, décor, lighting, and furnishing must be appropriate to the theme of the restaurant. Ventilation, music, noise level, other customers, workplace, and staff attitude are some factors that contribute to the ambiance of a food service outlet. BM 116 – Operations Management in Tourism and Hospitality 16 Customer Service What is Customer service? Customer service is the assistance given to customers and allocating an amount of attention to details. Food service personnel is going above and beyond, providing the extra mile o 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 This is the intensity or the limitations in the person’s ability to give the attention expected and required in operation to customers. Always bear in mind that when you are working, you do not own your time. You should provide all the necessary services that your customer might need. Give services at the maximum level. 2. Service Availability It is based on what was agreed upon at the onset. The staff must inform the customers about the available foods and drinks, policies, and the like. 3. Level of Standard The quality of food and drinks, décor and ambiance, equipment and tools used, and staff professionalism level must be appropriate to the establishment’s standard level. Customers will not complain if we provide fair expectations. 4. Service reliability This is the extent of consistency of the product and services offered- consistency with the taste, service, and the like. 5. Service flexibility This is the extent to which alternatives are made available and to which there can be variations and alterations in the standard products that can be offered. Handling Customer Complaints Despite our hard work, there will come a time when we will experience customer complaints. Whatever the complaint may be, what would be essential is handling and resolving the problem quickly. Giving attention and responding to the complaint would help the outlet improve its services and increase repeat business potential. 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 efficiently. Once the policy is created, develop procedures for handling customers’ complaints. When there is a complaint-handling procedure, the service staff would be able to respond quickly to the BM 116 – Operations Management in Tourism and Hospitality 17 complaint because they know what to do. The 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. Various procedures in handling customer complaints: 1. Listen attentively Approach the customer politely and in a friendly manner. Pay attention and listen carefully to what the customer is saying. This will help the customer vent his/her feeling of disappointment. Show that you value his/her feedback by listening attentively. This will help you identify the nature and reasons for the complaint. Make eye contact and portray positive body language. Avoid rolling of eyes, putting your hands on your waist, and crossing your arms over your chest. 2. Empathize and apologize Understand the customer’s disappointment and sincerely apologize. Avoid confrontations and disagreement. Do not blame others or try to defend yourself. Remain courteous. 3. Take Action Take action immediately. The best solution is to apologize and offer customers a replacement, a refund, or freebies. Make sure that it is reasonable. Keep them informed if there is a delay in settling the request, and never promise things you cannot deliver. 4. Make a follow-up Contact the customer and ask for feedback on how the complaints were handled. Assure the customer that you are doing everything to avoid doing the same problem in the future. Thank the guest and make him/her feel welcome to revisit the outlet. 5. Record facts and details of the complaint Record all complaints. This will help the outlet understand the source of the problem. The record will help the outlet monitor trends and issues. Ensure that all data recorded are accurate. This will help the outlet analyze the source of the problem and create strategies to avoid experiencing the same problem in the future. Desired Attributes of Food and Beverage Service Personnel - ENUMERATION Attributes are qualities, characteristics, or features possessed by a person. To create an excellent first impression and reflect on the image of the establishment, service personnel must acquire the desired attributes as enumerated below: 1. Good personal hygiene and grooming The staff is the face of the organization, and they need to look professional and hygienic. The staff’s first impression will give the customers an idea about the product and service provided. If the service personnel is well presented to himself/herself, it automatically portrays what the organization is. Specific hygiene and grooming standards are to be maintained. 2. Good manners and right conduct All service personnel should have a respectful manner towards guests and senior staff members of the organization. The manners should not only be a part of the technique of the restaurant but also inherited in nature. The service personnel should also be friendly (without being too familiar), and have a good temperament, tactfulness, good sense of humor, and courtesy, as BM 116 – Operations Management in Tourism and Hospitality 18 the necessary qualities needed in serving guests. All guests should be treated as VIPs regardless of who or what they are, and everyone should be given the same respect. 3. Complaint handling Customer complaints must be handled with the utmost care, discreet manner, and good humor. As we all know, the customer is always right, even when he/she is wrong. Never argue with the guest. If unable to resolve the issue, it needs to be redirected to senior authority. The situation is supposed to be fixed as early as possible to avoid the problem becoming worse. 4. Attentiveness The server should be attentive during the service. as F&B service personnel, it is essential to anticipate the guest’s needs and wishes. Having a sense of urgency is necessary, especially when the establishments are bustling, making maximum business and profit. 5. Good sense of responsibility Take the initiative. One must do one’s job regardless of the presence of the supervisor. 6. Punctuality Punctuality means being on time. It is not only arriving on time to the workplace, but also for the task to be completed. This shows the personnel’s dedication and reflects the interest of service personnel toward work, reflecting the service. 7. Memory and anticipation A good memory helps improve performance. Remembering customer names, customer likes and dislikes, and customer preference is a sensitive awareness. If a waiter studies his/her customers’ choices, even their favorites, they will notice that. They will be delighted when they realize that their wishes are known and anticipated. 8. Technical skills and knowledge The F&B service personnel should know the F&B service items served on the menu and their preparations, and suggest the right dishes or beverages. The service personnel should also know how to serve a dish correctly, with the right accompaniments, cover, and garnish of the dish. Choosing the proper cutlery, crockery, glassware, and other tableware is another area of concern. 9. Local Knowledge The service personnel should also have some knowledge of the local area. If required, they should suggest to the guest other entertainment facilities in the area, modes of transport available, and the like. 10. Sales and marketing skills Handling customers is an art. Every F&B service personnel is a salesperson and must, therefore, possess the ability to sell. BM 116 – Operations Management in Tourism and Hospitality 19