Service Quality in Food & Beverage business in Metropolitan area

Restaurant owners have ever confronted with such a fierce battle like before due to the booming number of new restaurants opened around the city. It is a good signal of a prospective economy, and bring more choices to residents. However, market competition mostly focuses on pricing strategy rather than other elements such as service, which is discussed on this thesis, since it is more sustainable and elevate the competitiveness in a higher level. Service quality model has been chosen to serve as a strong proof of a tremendous benefit behind quality concentration rather than price adjustment to compete new market comers. Even though, food is the key element in Food & Beverage business, but service factor is an additional element to trigger customer decision, experience, and satisfaction especially customer retention leading to customer loyalty. The empirical research includes qualitative and quantitative study such as semi-structure interviews, and survey. Additionally, some real-life stories were mentioned to demonstrate author’s point of views realistically and lively of how service transforms business view with innovative approach. These researches and example are the main focus of this thesis to acknowledge the importance of customer insights, customer experiences, and what should be improved regarding to service sector to better understand consumers. Some possible suggestions for business owners concluded this thesis so that it can provide solutions, feasible actions to consider and apply for future development, elevate the current competition in a higher level, even gradually influence customer awareness of changing focus, or comparison criteria