CHILLI’S GRILL & BAR: GAP ANALYSIS BETWEEN MANAGEMENT’S PERCEPTION OF CUSTOMER’S EXPECTATION AND CUSTOMER’S ACTUAL EXPECTATION TOWARDS SERVICE QUALITY

By

ONG BEE LIAN

ABSTRACT

This research has been conducted to investigate the gap analysis between management’s perception of customers’ expectation and customers’ actual expectation towards the service quality of Chili’s Grill & Bar, KLCC. This research is founded on the popular service quality measurement instrument SERVQUAL. This model measure service quality according to 5 dimensions of reliability, responsiveness, assurance, empathy and tangibility. The objective of this study is to determine what service quality customers actually expect from Chili’s, KLCC, to identify management’s knowledge of actual expected service by customers base on the 5 SERVQUAL dimensions, and to provide useful recommendations and suggestions on any improvements for them regarding the service quality of its establishment. The methodology implemented throughout the course of this research includes interviews with the representative of the management and distribution of questionnaires to both management and customers. Data gathered was analyzed via two different software, statistical package for social science, which is known as SPSS and Microsoft Excel 2000.results yielded via the independent T-Test showed that the management in Chili’s, KLCC, has managed to parallel their perception and efforts with customers, actual expectation in 3 dimension of reliability, empathy and tangibility. However, management needs to invest more effort to emphasis on closing the existing gaps between perception and customers’ actual expectation for the dimensions of responsiveness and assurance. There were several suggestions on improving the quality in Chili’s, KLCC including vouchers for patrons who need to wait to be seated and those who provide feedback via the comment cards. Training for staffs have also been recommended to mitigate table reservation errors and equip staffs with the ability to handle tough situations and irate customers.

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Bachelor of Arts (Hons) In Marketing

April 2002

Number 3