| Summary: | Thesis (MBA)--Stellenbosch University, 2003. === ENGLISH ABSTRACT: Quality, service and ambience are concepts synonymous with the restaurant
industry. Whilst the importance of these, and the integral function they perform in
ensuring guest satisfaction and ultimately the success of a restaurant can hardly be
denied, how effectively these inextricable concepts have been integrated within
restaurants of Hermanus is of particular interest to various stakeholders.
In a recent article submitted to an impact study conducted by GHACT (Greater
Hermanus Association for Commerce and Tourism) titled: "Restaurateurs and Other
Catering Outlets - February 2002", the Chairman of the Restaurateurs Association of
Hermanus stated: "Restaurateurs usually are very impulsive individual personalities,
working long hours - they do not comply with regulations; do their own thing and do
not plan their strategies for the future - seat of the pants. We urgently need to start
managing and policing our industry similar to accommodation establishments (e.g....
cleanliness, quality control and star ratings.)"
The aim of this study project, originally commissioned by GHACT, is to contribute to
GHACT's aim of stimulating commerce and tourism to Hermanus as part of their
functions of core marketing, project development (impact studies), environment
maintenance, and complaint resolution. A review of related literature as well as
information gathered from 273 interviews, concerning 43 out of approximately 51
restaurants, forms the backdrop to this document. Definitions of key terms,
investigation into previous empirical research, and identification of various excellence
and guest satisfaction techniques, are the major focal points of this literature review.
Four quality, service and ambience related assessments form part of the research,
namely: 1) industry consistency in dealing with seasonality; 2) competitiveness
between six specific restaurants; 3) tourist versus resident perceptions of restaurant
excellence; and 4) individual restaurant excellence development areas. It was
concluded that, although consistency throughout 2002 does not appear to be a
concern for the Hermanus restaurant industry, the actual levels of quality, service
and ambience offered by certain restaurants are below an acceptable standard. The
Quality Matrix intervention presented in Chapter 5 integrates the tangible and
intangible product and service standards essential for service excellence and guest
satisfaction within all restaurants of Hermanus. === AFRIKAANSE OPSOMMING: Kwaliteit, diens en atmosfeer is konsepte wat sinoniem is met die restaurantbedryf.
Alhoewel die belangrikheid van hierdie konsepte sentraal is om tevredenheid by
gebruikers te verseker en uiteindelik om sukses te bepaal, is dit ook belangrik vir
belanghebbendes om te sien hoe effektief hierdie konsepte in die restaurantbedryf
van Hermanus ingeburger is. In 'n onlangse artikel deur GHACT (Greater Hermanus
Association for Commerce and Tourism), getiteld: "Restauranteurs and Other
Catering Outlets - February 2002", sê die voorsitter van die Restauranteurs
Assosiasie van Hermanus dat "Restaurateurs usually are very impulsive individual
personalities, working long hours - they do not comply with regulations; do their own
thing and do not plan their strategies for the future - seat of the pants. We urgently
need to start managing and policing our industry similar to accommodation
establishments (e.g.... cleanliness, quality control and star ratings.)"
Hierdie projek is deur GHAT aangepak in 'n poging om toerisme en koophandel in
Hermanus te stimuleer deur impak studies, bemarking, omgewingsbeheer en klagte
oplossing. 'n Oorsig van soortgelyke literatuur sowel as informasie wat versamel is
van 273 onderhoude met betrekking tot 43 restaurante vorm die agtergrond van
hierdie dokument. Die fokuspunt van hierdie literatuuroorsig was om die kern
begrippe te definiëer, die bevindings van ander empiriese navorsing te analiseer, en
tegnieke wat uitstaande diens en tevredenheid by gebruikers te verseker, te
ondersoek. Vier kwaliteit, diens en atmosfeer verwante evalueringsareas vorm deel
van die ondersoek, naamlik: 1) die eenvormigheid van die industrie in die hantering
van seisoensverandering; 2) mededinging tussen ses spesifieke restaurante; 3)
toeriste se persepsie teenoor die plaaslike inwoners se persepsie van restaurant
kwaliteit en 4) individuele restaurant ontwikkelings areas. Alle gevolgtrekkings wat
gemaak is in hierdie dokument is gebaseer op die bevindings van bogenoemde
toetse. Daar is tot die gevolgtrekking gekom dat alhoewel betroubaarheid nie 'n
probleem blyk te wees vir die Hermanus restaurantbedryf nie, werklike kwaliteit,
diensvlakke en atmosfeer deur sekere restaurante aangebied, wel onder
aanvaarbare standaarde was. Die kwaliteitsmatriks voorgestel in Hoofstuk 5
integreer die tasbare en ontasbare produk en noodsaaklike standaarde vir kwaliteit
diens en tevredenheid by gebruikers by al die restaurante in Hermanus.
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