Internal Assessment (IA)

Name: Damion Clarke

Subject: Tourism
School: Little London
Candidate#:
Territory: Jamaica, West Indies
Teacher:
Year: 2015
Title:

An investigation into some of the techniques used for ensuring customer satisfaction
Ricks Caf Negril Jamaica.

Acknowledgement

Special thanks to the subject teacher in providing guidance

Lastly, the researcher thanked the Lord for giving strength, knowledge and understanding so that
the researcher was able to interpret and analyze the data collected.
The researcher would like to extend sincere gratitude to all those who aid in the completion of
this project. Thanks to the employers of ricks caf for their support, cooperation and valuable
time spent responding to questions.

Profile of the Business/Description

Ricks Caf is a partnership business which is owned by individuals which is good for the
business. The advantages is that its easy to form and profit & risk is extra capital is available to
finance the business, disadvantages is if a partner leaves or a partnership ends a new partnership
must be agree.

Ricks caf was the first public bar and restaurant of its type on the West End cliffs, offering an
alternative to Negrils majestic seven mile beach. Over the years visitors and locals alike have
designed Ricks Caf as negrils premier gathering spot and our sunsets have become a Jamaica
tradition.

Here at Ricks caf they accommodate weddings, corporate retreats, reunions and anniversaries.
As a result Ricks Caf attracts honeymooners and eco-tourists.

Rick

Methodology

In order to complete this investigation the use of both primary and secondary methods were used.
The primary method of collecting data was questionnaire and interviews.
The questionnaires contained fifteen (15) open and close ended questions. The respondents were
randomly selected from a group of employees at Ricks Caf. The questionnaires were used
because large amounts of information could be collected from a large number of people in a
short period of time and in a relatively cost effective way, they can also be carried out by the
researcher or by any number of people with limited affect to its validity and reliability added to
that the results of the questionnaires can usually be quickly and easily quantified by either a
researcher or through the use of a software package.
The researcher interviewed one of the owners to get a better insight as to how the business is
sustained. This method was chosen because it allows for investigation of issues in an in depth
way. It also gave the researcher an idea of the owners passion for the business. Lastly
interviews added a human dimension to impersonal data.
Secondary methodology was used in the form of information that is posted on Ricks Caf
website www.rickscafe.com . The researcher found that the use of the website garnered
flexibility, convenience, and accessibility even at home, through a wireless device.

Identification and Description of inter-sectorial linkages

There are three inter-sectorial linkages described below they are as a result of the tourism sector
they include:

Agriculture- Local formers sell fruits and vegetables to Ricks caf, like formers who
have small business who is a sole trader
Rainforest seafoods-A company who has a great linkages with Ricks caf where they
supply fish, shrimp, shellfish and others seafood. It has two locations 25 coconut way
Montego bay Freeport and 67 slipe road, Kingston 5 Jamaica,W.I. the suppliers is 25 is
25 coconut way Montego Freeport because of the distance which `h is nearer.
Grace food The authentic taste of Jamaica and the Caribbean through our delicious
recipes and product who serve a big linkage to Ricks caf
Appleton Estate- Its a main supplier to ricks caf. They have being a member of Ricks
caf before it was the top ten bar in the tourism sector and in the world. Appleton estate
the supplier for the different types of various rums in the bars.

Assessments of Impact
Tourism has contributed both negatively and positively to the economy. The impacts are listed
below:
Negative economic impact of tourism:
There are many hidden cost to tourism, which can have unfavorable economic effects on the
host community.
Often rich countries are better able to profit from tourism than poor ones.
Whereas the least developed countries have the most urgent need for income, standard of
living by means of tourism, they are least able to realize these benefits.
Positive economic impacts of tourism:
It is foreign exchange earnings, contributions to government revenues, employment
generation, infrastructure investment and contribution to local economies.

Foreign exchange earnings

An important indicator of the role of international tourism is its generation of foreign.

Employment Generation

The rapid expansion of international tourism has led to significant employment creation.

Recommendation

Based on the findings of this study the following recommendations are offered .various
strategies use to improve customer satisfaction.
Listen- To improve customer, the business must understand its customers concerns and
needs. The information can be gathered through customer forums and surveys, as well as
through the transaction that occur during normal transactions use the comments and concerns
to ascertain ways the business can achieve a better response.
Training- Effective customer service and sales is the first step toward customer satisfaction.
Employees should be thoroughly training on their products and services.
Responsiveness- The evolution of technology has made customer support more than just a
phone services. Many modern businesses provide their customer with multiple customer
service options, including email and video conferencing.

Appendices

Bay road,
Little London P.O,
Westmoreland
November 8, 2015

The Manager
Ricks Cafe
West End Rd,
Negril, Jamaica
Westmoreland

Dear Sir/Madam
I am a 6th form student at the little London high where I am pursing a course in business
Studies partial fulfillment of the CAPE Tourism (IA) Internal assessment. I would like
permission to the investigation of my project in an area of a business place.
In order to obtain the required information to carry out my project, I would like you to
Contact me at the following information. You can contact me at 18762788395 or via this email
DAMIONCLARKE@YAHOO.COM.

Yours faithfully,
D.clarke

Place a tick in the box

1. Gender Male Female

2. Age 19-21 22-30 31-45 over 45
3. How long have you being working at Ricks caf?
Less than 5 yrs 10-15 yrs 16-20 yrs over 20 yrs
4. Over the year has there being a increase in the number of tourist visiting Ricks caf? ______________________________________________________________________________
________________.
5. How is the interaction with the tourist at Ricks? Caf?
______________________________________________________________________________
_____________.
6. How has Ricks caf benefit from the increase of tourism?
______________________________________________________________________________
________________.
7. Kindly state your position at Ricks caf?
______________________________________________________________________________
______________________.
8. Is there any idea that you would put into play in aid of improving customer satisfaction at
Ricks caf?
Yes
No

9. If your answer to the above question is yes, kindly state on the line provided below?

______________________________________________________________________________
________________.

10. Has there ever been any cause where a customer complains about not being satisfied with the
service provided at Ricks caf?
Yes
No

11. If, yes please state the different complains being made?
______________________________________________________________________________
___________.

12. What is the important of customer satisfaction at Rickscaf?

_________________________________________________________________________.
13. How often does tourist complain about poor customer satisfaction?
______________________________________________________________________________
____.
14. How important is customer satisfaction at the business?
______________________________________________________________________.