INTRODUCTION

Currently one of the main aspects to be taken into account by companies is the level of service
they offer to the consumer, for this the companies spare no effort to optimize their processes to
optimal levels that allow not only to make sales, but also to allow to establish communications ties
and most importantly, to retain the consumer, one of the ways in which we can analyse the level
of service lies mainly in the perception of the consumer for this it is possible to use not only
various methods to obtain information but also to the analysis of it.

PURPOSE OF THE ACTIVITY

The purpose of this activity corresponds to the identification and application of analysis for the
level of service and consumer expectations, in this way, the behaviours and individual perception
of consumers of the Da Guido Melbourne la Pasta restaurant will be observed.

Background of the restaurant.

The selected restaurant is Da Guido Melbourne la Pasta, it is located at 130 Lygon St Carlton,
Melbourne, Victoria 3053 Australia.

It stands out in the gastronomic market for its Italian, Mediterranean, European food, great
services, spaces, and excellent presentation of its products, it has opening hours from Monday to
Friday from 6 pm to 12 pm, and weekends from 12 pm until 3 pm and later opening from 6 pm to
12 pm, its menu stands out for the Italian food as the center of the table, and the use of exquisite
wines to accompany the menu where the prices have different prices ranging from 7 AUD, up to
AUD 50, the restaurant receives a total of 4.5 stars in general on the TripAdvisor portal, making it
one of the favourites of the Melbourne population, it currently has more than 800 opinions from
different users from around the world.

Theory and model

The SERVQUAL Service Quality Model was developed by Zeithaml, Parasuraman and Berry, whose
purpose is to improve the quality of service offered by an organization.

To do this, it uses a standardized questionnaire, although it can be adjusted according to the needs
of each organization.

It is made up of a multiple response scale designed to understand customer expectations for a

service. It allows to evaluate, but it is also an instrument for improvement. And in comparison,
with other organizations.

The SERVQUAL Service Quality model measures what the client expects from the organization that
provides the service in the five dimensions mentioned. In this way, it contrasts that measurement
with the estimate of what the client perceives of that service in those dimensions.
Consequently, determining the gap between the two measurements (the discrepancy between
what the customer expects from the service and what they perceive from it) is intended to
facilitate the implementation of appropriate corrective actions that improve quality.

The SERVQUAL Service Quality model is based on a customer evaluation approach on the quality
of service in which:

1. Define a quality service as the difference between customer expectations and perceptions.
Thus, an advantageous balance for perceptions; so that these exceed expectations, would imply a
high perceived quality of service. This would imply high satisfaction with it.

2. Point out certain key factors that determine user expectations:

Communication "word of mouth", that is, opinions and recommendations of friends and family
about the service.

 Personal needing.
 Experiences with the service that the user has previously had.
 External communications. That the institution itself performs on the benefits of its service
and that they affect the expectations that the citizen has about them.

3. Identify the five dimensions related to the evaluation criteria that customers use to assess the
quality of a service.

 • Reliability: Ability to perform service carefully and reliably.

 • Responsiveness: Willingness and willingness to help users and provide fast service.
 • Security: Knowledge and attention shown by employees and their abilities to build
credibility and trust.
 • Empathy: Personalized attention provided by the organization to its customers.
 • Tangible Elements: Appearance of physical facilities, equipment, personnel, and
communication materials.

To develop the satisfaction survey, 50 users were taken as a basis for the application of the survey,
taking into account the SERVQUAL model to identify the critical points of the survey, which is
presented below and is composed of 21 questions. as reference the 5 perceptions of the model for
the generation of the list of questions.
Tangible elements: from 1 to 4.

 Reliability: from 5 to 9.
 Responsiveness: from 10 to 13.
 Reliability: from 14 to 17.
 Empathy: from 18 to 21.
 Average ratings over expectations

Question 1 2 3 4 5
the restaurant has modern furniture and equipment.          
the restaurant facilities (restrooms, cashier, first and second level), are clean and
visually attractive.          
the restaurant staff have a clean and pleasant appearance          
the menu and advertising inside and outside the restaurant are visually
appealing.          
When the restaurant promotes doing something, stick with it.          
When you have a problem, the restaurant staff show sincere interest in solving it          
receive correctly what I order, from the first time I place my order.          
the restaurant complies with the established times for the delivery of orders          
the restaurant food is prepared with hygiene and quality          
If I request something from the restaurant staff, let me know exactly when they
will provide it, and that they comply.          
the restaurant staff, always willing to assist me and help me.          
the time it takes the restaurant staff to receive and deliver my order is adequate          
the way the restaurant staff respond to my requests is always attentive and
pleasant          
the behaviours and presence of the restaurant staff inspire confidence in me.          
feel safe when consuming the products of this restaurant          
When asking for the bill, trust the integrity of the restaurant staff.          
the restaurant staff have the right knowledge to answer my questions safely and
quickly.          
the restaurant staff are always attentive to my wishes and needs          
the restaurant staff are always with a smile on their faces; and be interested in
serving customers          
the treatment received by the restaurant staff is individual and personalized          
the restaurant atmosphere is pleasant and makes me feel comfortable          

Average of valuations on perceptions

Question 1 2 3 4 5
the restaurant has modern furniture and equipment.          
the restaurant facilities (restrooms, cashier, first and second level), are clean and
visually attractive.          
the restaurant staff have a clean and pleasant appearance          
the menu and advertising inside and outside the restaurant are visually appealing.          
When the restaurant promotes doing something, stick with it.          
When you have a problem, the restaurant staff show sincere interest in solving it          
receive correctly what I order, from the first time I place my order.          
the restaurant complies with the established times for the delivery of orders          
the restaurant food is prepared with hygiene and quality          
If I request something from the restaurant staff, let me know exactly when they will
provide it, and that they comply.          
the restaurant staff, always willing to assist me and help me.          
the time it takes the restaurant staff to receive and deliver my order is adequate          
the way the restaurant staff respond to my requests is always attentive and pleasant          
the behaviours and presence of the restaurant staff inspire confidence in me.          
feel safe when consuming the products of this restaurant          
When asking for the bill, trust the integrity of the restaurant staff.          
the restaurant staff have the right knowledge to answer my questions safely and
quickly.          
the restaurant staff are always attentive to my wishes and needs          
the restaurant staff are always with a smile on their faces; and be interested in
serving customers          
the treatment received by the restaurant staff is individual and personalized          
the restaurant atmosphere is pleasant and makes me feel comfortable          
 RESULTS avg avg exp gap x % ICS
Tangible the restaurant has modern furniture and equipment. 4,29 4,71 -0,42
the restaurant facilities (restrooms, cashier, first and second level), are clean and visually -
Tangible attractive. 4,42 4,68 -0,26 0,23 30% -0,070
Tangible the restaurant staff have a clean and pleasant appearance 4,62 4,67 -0,05 3
Tangible the menu and advertising inside and outside the restaurant are visually appealing. 4,45 4,65 -0,2
Reliability When the restaurant promotes doing something, stick with it. 4,53 4,64 -0,11
-
Reliability When you have a problem, the restaurant staff show sincere interest in solving it 4,58 4,64 -0,06
0,06 15% -0,010
Reliability receive correctly what I order, from the first time I place my order. 4,64 4,62 0,02 7
Reliability the restaurant complies with the established times for the delivery of orders 4,5 4,62 -0,12
Responsiveness the restaurant food is prepared with hygiene and quality 4,64 4,62 0,02
If I request something from the restaurant staff, let me know exactly when they will
Responsiveness provide it, and that they comply. 4,65 4,6 0,05 0,03 15% 0,005
3
Responsiveness the restaurant staff, always willing to assist me and help me. 4,6 4,58 0,02
Responsiveness the time it takes the restaurant staff to receive and deliver my order is adequate 4,62 4,58 0,04
Reliability the way the restaurant staff respond to my requests is always attentive and pleasant 4,71 4,58 0,13
Reliability the behaviours and presence of the restaurant staff inspire confidence in me. 4,68 4,56 0,12 0,10
20% 0,021
Reliability feel safe when consuming the products of this restaurant 4,67 4,55 0,12 3
Reliability When asking for the bill, trust the integrity of the restaurant staff. 4,58 4,54 0,04
Empathy: the restaurant staff have the right knowledge to answer my questions safely and quickly. 4,58 4,53 0,05
Empathy: the restaurant staff are always attentive to my wishes and needs 4,55 4,5 0,05
the restaurant staff are always with a smile on their faces; and be interested in serving 0,13
20% 0,0205
Empathy: customers 4,54 4,45 0,09 2
Empathy: the treatment received by the restaurant staff is individual and personalized 4,62 4,42 0,2
Empathy: the restaurant atmosphere is pleasant and makes me feel comfortable 4,56 4,29 0,27
  -0,034
 DATA ANALYSIS

Thanks to obtaining the 50 surveys reviewed, it was determined that the vast majority of them
rate the restaurant an average value of 4.5 stars in both service and expectations generated from
it, additionally the trend is observed that the higher the service is the expectation gap is narrow.

GAP
4.8

4.7

4.6

4.5

4.4

4.3

4.2

4.1

4
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

avg avg exp

Overview

In general, it is observed that the gaps between perceptions are not high, allowing the customer to
feel satisfied with the service provided, another trend that we can observe is that the smaller the
gap, the greater the user satisfaction, so in The restaurant analysed shows a positive response
from the diners and this was recorded thanks to the assessment obtained from making the
appropriate measurements to guarantee service levels.

REFERENCES:

https://www.tripadvisor.com.au/Restaurant_Review-g255100-d8734314-Reviews-or40-
Da_Guido_Melbourne_la_Pasta-Melbourne_Victoria.html