Service orientation of the restaurant employees

Abstract

The service orientation program developed for restaurant employees can be a competitive advantage for a restaurant operation. Service orientation has been characterized as the disposition of employees to be helpful, thoughtful, considerate, and co-operative towards customers. Customer-oriented behaviors include: helping customers; helping customers to assess their needs; offering service that will satisfy those needs; describing services accurately; avoiding deceptive manipulations; and avoiding the use of high-pressure tactics. Service orientation should be understood as a major vehicle in which managers have established differentiation among competing companies. The fact is that frontline employees (e.g. servers and bartenders) with a high degree of service orientation influence restaurant diners' perceptions of service quality and ultimately lead to diners' satisfaction and loyalty. This paper will present what the guests' expectations are, what the service orientation means and which factors have influence on employee service orientation.

Keywords

• restaurant
• service orientation
• service quality