What are the most effective service quality models for training restaurant employees?

1 SERVQUAL Model

One of the most widely used and recognized service quality models is the SERVQUAL model, developed by Parasuraman, Zeithaml, and Berry in 1985. This model measures the gap between the perceived and expected service quality of customers, based on five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. By using a questionnaire that asks customers to rate their expectations and perceptions of each dimension, you can identify the areas where your service needs improvement, and design training programs accordingly. For example, if your customers expect your staff to be friendly and courteous, but perceive them as rude and indifferent, you can train your employees on how to communicate effectively and show empathy.

3 DINESERV Model

A service quality model that is specifically designed for the restaurant industry is the DINESERV model, developed by Stevens, Knutson, and Patton in 1995. This model adapts the SERVQUAL model to the dining context, by adding two more dimensions: food quality and physical environment. The food quality dimension refers to the taste, appearance, variety, and temperature of the food, while the physical environment dimension refers to the cleanliness, comfort, lighting, and noise level of the restaurant. By using a survey that asks customers to rate their dining experience on each dimension, you can assess the strengths and weaknesses of your service quality, and tailor your training accordingly. For example, if your customers are dissatisfied with the food quality, you can train your chefs on how to prepare and present the food in a more appealing way.

4 RATER Model

A service quality model that is easy to remember and apply is the RATER model, which is an acronym for the five SERVQUAL dimensions: reliability, assurance, tangibles, empathy, and responsiveness. This model helps you to train your employees on how to deliver service that meets or exceeds the customer expectations on each dimension, by using simple and memorable phrases. For example, you can train your employees to be reliable by telling them to "do what you say you will do", to be responsive by telling them to "be willing to help customers and provide prompt service", to be assured by telling them to "be knowledgeable and courteous and convey trust and confidence", to be empathetic by telling them to "be caring and attentive and understand the customer's needs", and to be tangible by telling them to "provide physical evidence of service quality, such as equipment, facilities, and appearance".

5 Kano Model

A service quality model that helps you to differentiate your service from your competitors is the Kano model, created by Noriaki Kano in 1984. This model classifies the customer needs and expectations into three categories: basic, performance, and excitement. Basic needs are the minimum requirements that customers expect from any service, such as cleanliness, safety, and accuracy. Performance needs are the attributes that customers use to compare and evaluate different service providers, such as speed, quality, and price. Excitement needs are the features that customers do not expect or anticipate, but that delight and surprise them, such as personalization, innovation, and extra benefits. By using this model for training purposes, you can teach your employees how to satisfy the basic and performance needs of your customers, and how to create excitement and loyalty by exceeding their expectations. For example, you can train your employees to offer complimentary drinks or desserts, personalized recommendations, or loyalty rewards to your customers.