CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
5.2 Discussion
5.2.2 Discussion on Objective 2: To Evaluate the Efficiency of the Customer
service Restaurant……….
Regarding to the efficiency of the customer experience along the customer journey at Thai full-service restaurant, the finding the efficiency measurement of the customer experience touchpoint by comparing the level of important with the efficiency level of each touchpoints. The gap analysis of Paried t-test can identify which of the touchpoint can perform well and which of the touchpoint need the treatment in order to meet with the customer’s preference to generate the best customer experience with the restaurant.
The finding of the efficiency of 40 customer experience touchpoints along the customer journey at Thai full-service restaurant indicated that most of the touchpoint were at the efficient level higher than the important level of same touchpoints. This reflected that the performance of each touchpoint was at the satisfactory level. Except 6 paired of touchpoints that important level were higher than the efficient level. these 7 touchpoints should be improved or give the special treatment. These 7 touchpoints are as follow.
1) Availability of restaurant location on online navigation program 2) Cleanliness of dining area
3) Communication skills of service staff 4) Taste of food and beverage
5) The freshness of food and beverage 6) Cleanliness of food and beverage 7) The authenticity of food and beverage
5.2.2.1 Availability of restaurant location on online navigation program
The efficiency level of this touchpoint was presented almost the same with the important level, gap was very small (important level 𝑋 = 3.93, efficient level 𝑋 = 3.92) but still revealed that the performance was not up to customer’s importance level. From the semi-structure interview, it is indicated that sometime customer wants to have the online navigator application that can help to find the restaurant easier.
Even though they can have the information from the online resources but with the unfamiliar of the location, name of the street that is not easily to find, the navigator application can help them to overcome the problem. The benefit of mobile navigator application was confirmed by the study of Tairov (2017 ) indicated that the of specific applications that make travelers feel free to travel according to access to specific information and services. Moreover, with the new technology of the augmented reality (AR) or the Virtual reality (VR) location-based navigator allowed tourist to travel on their own with more efficient and determine the good experience.
5.2.2.2 Cleanliness of dining area and Cleanliness of food and beverage
The efficiency level of the cleanliness of dining area and cleanliness of food and beverage were at the efficient level but still lower than important level, reflected that customer were highly concerned at cleanliness of everything. Only a small piece of dust or unexpected objects involve with the food that customers have could cause the ruined experience. The cleanliness of dining area and food and beverage is the biggest concerned of the tourist in many of studies (Ryu & Han, 2010;
Su, 2013; Yuksel & Yuksel 2001). Thus, cleanliness of all area, not only the dining room but restroom should be mainly focused, practice to achieve and maintain an atmosphere that is free from hazardous or harmful substances (Ryu & Jang, 2007).
5.2.2.3 Freshness of food and beverage
The efficiency level freshness of the food and beverage were the highest level of efficiency (𝑋 = 4.12) but the importance level was higher (𝑋 = 4.22) . It reflected that customers are quite concerned when they travel especially when they chose to consume the local product. As the study of B. Sparks et al. (2003), the freshness of the local raw material were the influenced factor for tourists to go out for
a meal. Hendijani (2016) and Kivela and Crotts (2006) were other studies that confirmed the freshness of raw material and the cooking process added to the dining experience's excitement.
5.2.2.4 The authenticity of food and beverage and taste of food and beverage
Another customer experience touch point that should not be forget, reveal from the semi structure interview result, which found that one of the reason that make tourist very happy about the their meal experience is the way that they can have a good test with the authenticity of the food so they can learn the culture of Thai When considered this issue, food service consumption experience at the full service restaurant, tourists can experience all 5 sense of the touch point along the customer journey not like other type of restaurant such as fast food or the street food that customer may not experience Thai style (Babolian Hendijani et al., 2013).
5.2.2.5 Communication skills of service staff
The efficiency level Communication skills of service staff were at level of efficiency (𝑋 = 3.96) but the importance level was higher (𝑋 = 3.97) . It reflected that even though the gap were very small, but it can create the big difference in the experience since the communication is the key to understand and generate good experience to the next important journey. Frustration of misunderstanding, wrong order or missing information of allergies can create the negative experience and negative emotional from engage with the touchpoints (R. C. Chang, Kivela, & Mak, 2011; Han et al., 2010); Walter et al. (2010). Moreover, the result revealed from the semi-structure interview from customer also mention other touchpoints that should be improved such as menu communication, staff’ communication skills and language proficiency. The result of the interview revealed that many of tourists had difficulty to order meal since the food is not familiar to them or difficult to understand how to order the right menu together except tourist had pervious the experience with Thai food. Tourist preferred to have some assistance from the service staff who can recommend the dish that go very well to gather, wine pairing with food or the drink that recommended. The professional knowledgeable staff with language proficiency can create the big different in the customer experience, customer can be more
engagement with all the touchpoints that restaurant orchestrated them together(Palmer, 2010; Wall & Berry, 2007; Walter et al., 2010).
5.2.3 Discussion on Objective 3: To Examine the Influence of Overall