Service Theater Framework for New China Express
Introduction
New China Express is a Chinese food restaurant located across to the University of Nebraska in Kearney, Nebraska. New China Express is a chain restaurant with over 10 years of history. The restaurant provides dine-out, take away and delivery service. It is open from 11a.m. to 10 p.m. from Monday to Sunday. The customers may order randomly on the menu or may have buffet in the noon. The rating of New China Express on Zomato is 3.6 out of 5, which is below average (New China Express). It still attracts many customers mostly because of its location, which is on the opposite of the only university in Kearney.
Reasons for disappointment
There were three reasons which made me feel disappointed to New China Express: food, service and environment. The dishes always touched with oil, there were some black dots on the food, and there was generally no one greeting at the front desk. According to the reviews on Trip Advisor, many people reported the problem of food, even a few people getting diarrhea after eating at New China Express. Customers have to wait for the waiters until they finish what they are doing at that time. Most of the time, there is only one waiter in the restaurant, so the waiter looks busy all the time. The food couldn’t be take away immediately by the waiters, so there are many dirty dishes left on the table. The environment gives an impression of old and poor to the customers. The tables and chairs in the dining have lost varnish. Customers can listen the staff’s loud conversation which is very annoying. In all, most customers can’t get satisfied service at New China Express. The Setting Physical environment always plays an important role as a marketing tool in common operation of a service organization. …show more content…
Although the food itself affects the business of the restaurant, setting is another significant factor in attracting customers. In the service theater model, setting is a service environment as well as a stage, which offers a platform for both actors and audiences. What New China Express need to change is decorating thoroughly, including floor, lights, wall, tables and chairs. The basic decor can be changed to a new and bright environment. The environment should not only be quiet and peaceful, but should also be look clean and delicate. The bright colors and advanced furnishings are effective to make customers feel comfortable at the time of dining. Front Stage Front stage is what expresses customers directly and deeply. Except the taste of food, the environment around the dining-table cannot be overlooked for customers in a restaurant. There are three aspects which need to be improved in the front stage: decor, furnishings and contact personnel. The service workers’ appearance, dress, and demeanor may influence customers’ perceptions of service (Grove, Fisk, & John, 2014, page 72). A good service provided by waiters allows customers to have a better mood. Hiring more employees in order to provide a satisfied service is an efficient approach for New China Express to improve its customer satisfaction. Sufficient staffs will be helpful for remitting the problem of waiting for a large amount of time, taking a long time to host the customers, as well as cleaning the tables and even the whole restaurant. Wearing uniforms is a necessary way to level up
Introduction
New China Express is a Chinese food restaurant located across to the University of Nebraska in Kearney, Nebraska. New China Express is a chain restaurant with over 10 years of history. The restaurant provides dine-out, take away and delivery service. It is open from 11a.m. to 10 p.m. from Monday to Sunday. The customers may order randomly on the menu or may have buffet in the noon. The rating of New China Express on Zomato is 3.6 out of 5, which is below average (New China Express). It still attracts many customers mostly because of its location, which is on the opposite of the only university in Kearney.
Reasons for disappointment
There were three reasons which made me feel disappointed to New China Express: food, service and environment. The dishes always touched with oil, there were some black dots on the food, and there was generally no one greeting at the front desk. According to the reviews on Trip Advisor, many people reported the problem of food, even a few people getting diarrhea after eating at New China Express. Customers have to wait for the waiters until they finish what they are doing at that time. Most of the time, there is only one waiter in the restaurant, so the waiter looks busy all the time. The food couldn’t be take away immediately by the waiters, so there are many dirty dishes left on the table. The environment gives an impression of old and poor to the customers. The tables and chairs in the dining have lost varnish. Customers can listen the staff’s loud conversation which is very annoying. In all, most customers can’t get satisfied service at New China Express. The Setting Physical environment always plays an important role as a marketing tool in common operation of a service organization. …show more content…
Although the food itself affects the business of the restaurant, setting is another significant factor in attracting customers. In the service theater model, setting is a service environment as well as a stage, which offers a platform for both actors and audiences. What New China Express need to change is decorating thoroughly, including floor, lights, wall, tables and chairs. The basic decor can be changed to a new and bright environment. The environment should not only be quiet and peaceful, but should also be look clean and delicate. The bright colors and advanced furnishings are effective to make customers feel comfortable at the time of dining. Front Stage Front stage is what expresses customers directly and deeply. Except the taste of food, the environment around the dining-table cannot be overlooked for customers in a restaurant. There are three aspects which need to be improved in the front stage: decor, furnishings and contact personnel. The service workers’ appearance, dress, and demeanor may influence customers’ perceptions of service (Grove, Fisk, & John, 2014, page 72). A good service provided by waiters allows customers to have a better mood. Hiring more employees in order to provide a satisfied service is an efficient approach for New China Express to improve its customer satisfaction. Sufficient staffs will be helpful for remitting the problem of waiting for a large amount of time, taking a long time to host the customers, as well as cleaning the tables and even the whole restaurant. Wearing uniforms is a necessary way to level up