BUSINESS REPORT
QUALITY OF
SERVICE DECREASED
MCDONALD’S
PETTARANI, MAKASSAR
MARKETING DIVISION
CUSTOMER SERVICE AND MARKETING DEPARTMENT
THIS BUSINESS REPORT MADE FOR SOME CONSIDERATION IN CUSTOMER SERVICE AND
MARKETING DEPARTMENT
TO : STENDI
MUHSIN, CUSTOMER SERVICE AND MARKETING DEPARTMENT MANAGER
CC : HRD MANAGER, RESTAURANT DEVELOPMENT MANAGER, GENERAL MANAGER,
AND OPERATIONAL MANAGER
BUSINESS REPORT : QUALITY OF SERVICE DECREASED
- Terms
of Reference
The customer nowadays need the best service. A service is one of important
thing in doing business especially in food business. Service is something that
can be easily spot by the customer. That’s why service needs to be improved
and/or stabilized in a good condition.
Our restaurant, McDonald’s is the best service fast food restaurant in
Indonesia. The quality service spotted good in all fast food customers, based
on the statistics data from our Customer Service and Marketing Department
Centre, during 2009 – 2012 :
(Graphic)
As we can see on the graphics that our service is the best among three big
fast food restaurant in Indonesia. But this year, 2012, our quality service is
decreasing. From margin 62.0 decreased significantly to 42. KFC is right behind
us in quality service, and we have to prevent KFC of being the best serviced
fast food restaurant.
Because of this problem, Mr. Stendi
Muhsin as the Customer Service and Market Department manager, Makassar has
requested this report. This report solved this problem, so our quality service
could increase and we are still the fast food restaurant with a good quality
service.
- Procedures
Two staffs from Customer Service and Market Department selected 25% from
the monthly customer for interview, filling questionnaire , and observation. So
we got what customers want and could make a new innovation in service.
1) 1 - 9 June 2012 : Collecting datas from
interviewing customers.
2) 10 – 15 June 2012 : Giving questionnaires to the
customers.
3) 15 – 17 June 2012 : Observing in McDonald’s
Pettarani, Makassar , KFC Pettarani, Makassar and A&W Mall Panakkukang.
From 20 – 22 June, processing the data so, we can solve the problem.
- Findings
The result we found in this case is:
1) Customer especially children love the play land in
KFC, because it’s bigger than McD playland.
2) KFC, since 2011 applied the “no more than 1 minute
service”.
3) KFC has an active waiters. KFC has more waiters
than McDonald’s.
4) KFC delivery arrives quicker than McDonald’s.
5) McDonald’s has a good quality of food, cheap, and
also toys.
6) The suggestions are to provide more seat in the
restaurant, increase the waiters capacity and give more parking lots.
7) Most customer complaint about the lack of seat,
parking lot and the waiter who works slow.
- Conclusions
1) Children customer should be given a free toy when
they entered the restaurant.
2) Make a bigger playland and parking lot also
provide more seat.
3) Quick service, no more than 1 minute. Put a
stopwatch near the cash machine, so when the time reach 1 minute, in the next
10 seconds continuosly , the customer will get 10% from their payment. Quick
service 15 – 25 minutes for delivery service.
4) Training for waiters.
- Recommendations
1) Meet with HRD Representatives in Makassar to talk
about training and recruitment for waiters.
2) Discussing about giving more seat and parking lots
also a bigger playland with Restaurant Development Manager, Customer Service
and Market Manager, General Manager, and Operational Manager.
3) Provide twenty toys a day for first twenty
children who eat on the restaurant only.
4) Meet with Operational Manager to talk about the
quick service, both restaurant and delivery.
ATTACHMENTS:
1 = Worst
2 = Weak
3 = Fair
4 = Good
5 = Best
No
|
Questions
|
Rating
|
1
|
2
|
3
|
4
|
5
|
1
2
3
4
5
6
7
8
9
10
11
|
Waiters Service
Cashier Service
Parking Service
Delivery Service
Order and Take home
Security
Internet/ WiFi Service
Play land
Restaurant Cleanliness
Restaurant Capacity
Overall service
|
1
1
1
1
1
1
1
1
1
1
1
|
2
2
2
2
2
2
2
2
2
2
2
|
3
3
3
3
3
3
3
3
3
3
3
|
4
4
4
4
4
4
4
4
4
4
4
|
5
5
5
5
5
5
5
5
5
5
5
|
Recommendation:
- ___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Interview
1)
How many times in a month, you
visit and eat in McD?
2)
How do you think about our
service?
3)
What makes you visit and eat in
McD?
4)
How long you spend time in McD?
What are you doing besides eating?
5)
How do you think about the
cleanliness?
6)
Do you have any recommendation
for our restaurant?
Special questions for
parents:
7)
Do you have kids? Are they
playing in the Playland?
Checklist
|
Activities
|
ü
|
Visit the other fast food restaurant and
become a customer.
|
ü
|
Observing customers behavior by looking at
their acts during dining in the restaurant.
|
ü
|
Listening to the customer complain.
|
ü
|
Controlling the cashier, waiters and
security guards.
|
ü
|
Watch the children customer behavior when
they are playing in the play land
|
ü
|
Counting the customers per day and make a
calculation. Then, calculate if the capacity is fulfilling the customers’
wave.
|
