ACLC College

Hospitality & Tourism Management Departx ment

Gapan City, Nueva Ecija
________________________________________________________

A CASE STUDY REPORT IN THE

ON-THE-JOB TRAINING
CONDUCTED IN
FILLING STATION
P. BURGOS STREET, POBLACION MAKATI CITY

In Partial Fulfillment
To the Course Requirements in Practicum

Submitted to
Ms. Jedia Paola Artel S. Ramos
OJT Coordinator

Submitted By
Mercedes A. Galicia
Student Trainee
Bachelor of Science in Hotel and Restaurant Management
S.Y. 2018-2019
INTRODUCTION
In hospitality, food and beverage reigns supreme. It is the

largest element of the hospitality industry and can take the

form of high-end restaurants, fast-food eateries, catering

establishments and many other manifestations. The food and

beverage trade can symbiotically function as part of other

businesses, such as in bowling alleys or movie theaters. When

your restaurant is part of a hotel, food and beverage can

dramatically enhance the overall guest experience by offering

excellent food and first-class customer service.

The food and beverage sector grew out of simple origins: as

people travelled from their homes, going about their business,

they often had a need or desire to eat or drink. Others were

encouraged to meet this demand by supplying food and drink. As

the interests of the public became more diverse, so too did the

offerings of the food and beverage sector.

 What was I studying?

I study about the sector of Food and Beverages. The technical

entry barrier of the food and beverage industry is low and

therefore, it is often the first choice for entrepreneurial.

However, due to the ease of imitations and fierce competition,

short-lived restaurants and closures are nothing new.

Restaurants are faced with many uncertainties because their

consumers come far and wide and the information is asymmetric.

This paper collected data with a questionnaire survey, and the

questionnaire consisted of three parts: (1) the measurement of

the personal data of consumers; (2) the attributes of service

quality provided by restaurants with assessments provided by

consumers after meals; this section is to gain an understanding

of the levels of customers’ satisfactions as a whole; (3) the

relevant consumption experience of customers. This study focused

on the items outlined by the survey SERVQUAL on service quality.

Meanwhile, other important items based on the characteristics of

the food and beverage industry were included to facilitate the

research and analysis with better accuracy. An analysis of SPSS

was performed so as to derive an accurate analysis result.

The conclusion suggested that there are differences in the

service quality perceived by customers and the reality based on

the assessments concerning the levels of satisfaction and

emphasis. The priorities for the satisfaction in service quality

are the cleanness of the environment, the comfort of seats, and

safety and hygiene. The priorities for the emphasis on service

quality are the cleanness of the environment, accuracy of

billing, language of greetings and safety and hygiene.

  Why was this topic Important to investigate?

Any hotel, club or facility that serves food or drinks has to

adhere to a variety of special standards that ensure the safety

of all guests. Getting a bad reputation for guests becoming ill

or injured as a result of a visit to any establishment can be a

disaster. From food and beverage service in hotel restaurants to

serving drinks at a bar, food and beverage training program for

all staff is important.

 What did we know about this topic before I did the

study?

The importance of customer satisfaction should never be

neglected. You should consider it especially while planning your

marketing and positioning campaigns. Satisfied customers are

more likely to share your content across the social media. They

will also more keenly I interact with your posts, leaving some

delightful and admirable comments. Later you can use it as the

source for case studies and success stories. Being an example of

a company that provides a ravishing customer satisfaction? Every

brand should aim for it.

  How will this study advance new knowledge or new

ways of understanding?

You will see in this report the advance learning about food and

beverages and the customer satisfaction.

Providing a great customer service will satisfy both you and

your targets. They get a proper service, you get a proper

revenue and everyone is happy. As simple as that. Think, is

there something more you can do to better treat your audience?

That’s why you should never forget the importance of customer

satisfaction.
LITERATURE REVIEW

According to Soekresno and Pendit. Food and beverage department

is part of the hotel that has job and responsible for food and

beverage services and other related needs, from guests staying

or not staying in the hotel and managed commercially and

professionally. According to Rachman. Food and beverage

department is in charge of part processing, producing and

serving food and

Drinks for the purposes of hotel guests, both in the rooms,

restaurant, coffee shop, banquet (receptions and meeting), and

food employees, and so on. As a conclusion food and beverage is

a part that has a job and responsible to prepare and serving the

food for guests of hotel and hotel’s employee.

Over the last three decades, hotel industry has attracted

scholars and offered a venue for different types of research.

India is just emerging in this direction and focusing on

conceptual and empirical researches, however, to achieve desired

results there is a need of hour to add valuable exploratory

information to hospitality management literature. During recent

past most of the scholars have inclined to focus on hotel

operation area such as No one, et.al., 2007; Chand and Kaotu,

2006; Cheng, 2006; Draganska & Klapper, 2007; Knutson, et.al.,

2006; Chand & Kapoor, 2010 and

Baptismal, et.al. 2007 & 2008. Murdick, et.al. (1990)

demonstrated that the quality of service or product is

determined by the user’s perception. They further pointed

out that the amount of different kinds of groups using the Long

Weekends services is huge as is their needs therefore this has

to be taken into account when analyzing the procedures in the

restaurant and the bar area. In the similar vein, Johnston &

Clark, (2001) identified that the quality of service depends on

the service and the treatment given to the customer. Susskind &

Chan, (2000) suggested that the restaurant and bar environment

is critical in offering guest perceptions. No one, et.al.

(2007) analyzed that the guest feelings of their visit to a

particular place contributes to a guest’s experience which

resulted in word of mouth, the most effective and cheapest form

of marketing. They also opined that Ambience plays a vital role

during the visit of the guest and contributes to how a guest

feels. Further, Fitzsimmons and Fitzsimmons, (1994) pointed out

that the “Gap one arises from management’s lack of full

understanding of how customers formulate their expectations on

the basis of a number of sources” such as image of the brand,

Experiences, and word of mouth. Baptismal, et.al. (2007; 2008)

stated that the main aim of any restaurant and bar is the
satisfaction of the business’s target market which leads to

greater profits. Heskett, et al. (1994) suggested that customer

satisfaction and employee satisfaction have a strong

relationship between customer retention and customer

satisfaction viz-a-viz consumer loyalty. On the other hands,

Gods mark, (2003) stated that in most of the bar and beverage

service operations are lacking proper management and

supervision. Cheng, (2006) opined that generally, casual- to

fine-dining segments have more clientele loyalty than quick-

service segments.

Methods

Quantitative Research

Not all work in this sector involves eating and drinking! Many

food and beverage studies focus on the development of the

concept in its own right and the design of packaging,

labelling, advertising and promotional materials. There may be

a need to look at how a product fits within a category,

against competing brands and products.

Qualitative Research

 Purpose

– The purpose of this paper is to present the challenges

encountered when conducting qualitative research in foodservice

operations and to discuss the strategies to overcome the

identified challenges

 Design/methodology/approach

– The researchers conducted food safety observations,

interviews, and focus groups with more than 600 foodservice

employees and managers. The researchers encountered multiple

challenges including institutional review board approvals,

managements' willingness to participate, and organizational and

cultural barriers.

 Findings

– Obtaining in‐depth, credible information through observations,

interviews, and focus groups adds depth and breadth to

hospitality studies. However, given high industry turnover,

recruitment and retention throughout a study is problematic.

Moreover, researchers encounter many barriers as they obtain

data, such as establishing authenticity and overcoming Hawthorne

and halo effects.

 Originality/value

– Strategies to increase participation and thereby improve

qualitative research have not been previously addressed in the

hospitality literature.

 Validity and Reliability

- Outside of statistical research, reliability and validity are

used interchangeably. For research and testing, there are subtle

differences. Reliability implies consistency: if you take the

act five times, you should get roughly the same results every

time. A test is valid if it measures what it’s supposed to.

-Tests that are valid are also reliable. The ACT is valid (and

reliable) because it measures what a student learned in high

school. However, tests that are reliable aren’t always valid.

For example, let’s say your thermometer was a degree off. It

would be reliable (giving you the same results each time) but

not valid (because the thermometer wasn’t recording the correct

temperature).
Discussion

 Reiterate the research problem and state the major

findings

You need some effort for the customer to maintain their

satisfaction in your restaurant. And make them happy to our

service.

 Explain the meaning of the findings and why they

are important.

Researching customers’ behavior, the person is used as a factor

for making marketing strategies and adapt the marketing mix to

their needs. This is the only way for a high - grade

satisfaction of the customers’ needs. In the conditions of

marketing orientation in the company’s work where the customer

is in the factor of its activity knowing the customer’s needs is

a condition for an optimal combination and factors for the

production and the strategy of marketing.

Accomplishment of the economic aims in the process of

reproduction, represent high-grade satisfaction of particular

customer’s needs.
Consumers are subjects that purchase goods and services to

satisfy their needs. The consumer behavior derives from the

decision whether, what, when, where and how to purchase goods

and services. Therefore, marketing is primarily interested in

the behavior of the subject as a consumer. Nowadays, it is

normal to assume that marketing constantly follows the

consumer’s needs as a basic assumption in the development of a

suitable strategy leading to the consumer’s satisfaction.

 Relate the findings to similar studies.

Many researchers have looked into the Importance of customer

satisfaction. Kotler (2000) defined satisfaction as: “a person’s

Feelings of pleasure or disappointment resulting from comparing

a product’s perceived performance (or outcome) in relation to

his or her expectations”. Hoyer and McInnis (2001) said that

satisfaction can be associated with feelings of acceptance,

happiness, relief, excitement, and delight.

There are many factors that affect customer satisfaction.

According to Hokanson (1995), these factors include friendly

employees, courteous employees, knowledgeable employees, helpful

employees, accuracy of billing, billing timeliness, competitive

pricing, service quality, good value, billing clarity and quick

service. In order to achieve customer satisfaction,

organizations must be able to satisfy their customers’ needs and

wants (La Barbera and Mazursky, 1983). Customers’ needs state

the felt deprivation of a customer (Kotler, 2000).Whereas

customers’ wants, according to Kotler (2000) refer to “the form

taken by human needs as they are shaped by culture and

individual personality”. Customer satisfaction does have a

positive effect on an organization’s profitability. According to

Hoyer and McInnis (2001), satisfied customers form the

foundation of any successful business as customer satisfaction

leads to repeat purchase, brand loyalty, and positive word of

mouth.

 Acknowledge the study limitation

This research is conducted targeting an American food restaurant

called filling station. Data collecting in the restaurant is not

an easy task because sometimes customers are getting drunk. It

may have financial and time constraints during the study. While

conducting the questionnaire survey of the restaurant customers,

occur language barriers. It means that most of the customers are

Finnish. So, they are not fully interested in filling their

answers in a questionnaire sheet. The main thing is that

altogether there are 17 questions in a questionnaire sheet, so

it takes more than 5 minutes for each customer to fill the form

which consumes more 3

Time to collect the data with the different customers. So, it is

one of the problems of the study. And during the interview, the

interviewees are not in being recorded. They freely want to give

the answers without tape recording. So, it is quite difficult

for the author to collect all the answers.

Conclusion
In general, it emanates that bar service operation practices are

being used in the industry; however the concept is widely

practiced in the hospitality industry and has a profound impact

on the revenue and quality of service. The present study

investigated several new bar service dimensions, which have

never been tested before in hospitality literature. These new

aspects reflect new insights in beverage service research. The

Filipino hospitality management literature review shows a deep

void in the context of bar service operation practices. Hotel

organizations have to continuously develop new bar services

operation practices in order to be successful. Further

investigations will be of potential value to hotel and generally

hospitality managers, as it will enable them to focus on

beverage services more strategically and professionally. In the

last two decades very few academic studies have concentrated on

this area, which means that the knowledge of bar operation

literature has not advanced very far. Regarding bar service

operation practices in Indian hotel organizations, there exists

a set of most important bar service operation practices being

used by the hotel enterprises such as ‘Thorough knowledge of the

menu creates an positive image on guest mind’, ‘Use of chilled

glasses for cocktails makes a guest delight’, ‘Correct garnish

invoking interest in the drink’, ‘Innovative cocktails on the

online menu attracts the guest’, ‘Correct laundry procedure

helps in the smooth function of operation’, ‘Standard operating

procedure ensures that the product and service is consistent’,

‘Teamwork helps to run the operation effectively’, ‘First in

first out method is the way for inventory control of items that

have expiration dates’, ‘Clearing ash tray by capping method

appeals to the guest’, ‘Bar counter service makes a guest more

satisfied’, ‘Cover charge policy helps in generating revenue for

your bar’, ‘Presentation of bottle makes customer delight’,

‘Standard recipe are used to ensure consistency’, ‘Suggestive

selling is the way to improve operational performance and

customer satisfaction’, ‘Point of Sale system provide the

valuable information about the performance of the company’,

‘Flaring attracts the guest and gets repeat orders’, ‘Use of

chilled glasses for cocktails makes a guest delight’,

‘Mechanical pourers helps in fast pouring and reduce the

spillage’, ‘Beverage served in a sequence and to the correct

guest makes a customer more satisfied’, may constitute the most

important bar service operation practices in the Indian hotel

industry. Adoption of these bar service operation practices in

more effective manner may develop competitive advantages for the

hotel enterprises. According to demographic findings, hypothesis

indicates that there is a positive relationship between the bar

service operation practices and organizational performance. The

performance variables such as sales volume, sales growth, market

shares, return on investment, employee performance, customer

satisfaction & loyalty, productivity, profitability, goal

achievement, good service quality, customer retention are highly

significant with hotel category and type of enterprise, and

there is a least relationship between performance variables and

hotel age and size (capital or employees). The study found that

the hotels in India should enhance the application of bar

service operation practices to achieve the higher performance

levels, thus to compete in hotel marketplace, they should

preferably increase the application of bar service operation

practices. Seeing the essential logic that organization system

are comprised of multiple bar service operation practices that

operate simultaneously, a critical area of future research is

needed to examine exactly how these practices work together.

Beyond conceptualization of the form and function of bar

operation, research is needed that more explicitly considers

several sampling issues that are likely to impact the

reliability and validity of empirical investigations of bar

service operation practices. In addition, considering the

results and findings of the present study the following

recommendations can be drawn:

1. There is a dire need to understand the challenges and to

adopt new trends in bar & beverage operation. The organization

must develop and adopt effective bar service operation practices

for developing a high level of competence and involvement so

that every customer must fully satisfied with the services

provided by service employees which contributes towards

organizational performance.

2. Bar & Beverage operation managers should use effective tools

and techniques, which can save a lot of time. Thus the benefits

of bar service operation practices have to be utilized for

practical purposes rather than they being used just to reflect

it on paper.

3. The bar service operation practices needs to move from

traditional to contemporary practices, by developing and

providing effective practices with continuous up gradation and

necessary changes as per the competition in the market.

4. Bar service operation practices in Filipino hospitality

industry must focus on improving the quality of services

delivered to the customers.

5. The bar service operation practices have to be used more for

developing and providing good services in 3 star and 4 star

category hotels. Well trained, well groomed and educated

employees should be recruited so that they can easily handle VIP

guests and make them feel home away from home.

6. Managers should design an attractive and balanced menu to

increase the sale of beverages in an outlet.

7. New bar equipment’s either it can be heavy or light

equipment’s should be purchased or installed to attract new

customers and for the ease of operation which helps in speedy

service. Moreover, the usage of beverage service practices

assumes greater significance in the context of hotel enterprises

because of their people centricity and the service nature of the

work involved. Hotel industry is people intensive industry,

wherein human capabilities are argued to determine the level of

service quality and organization performance. There is less

published empirical investigation related to this research theme

in the Filipino context. In general, bar service operation

practices have not been widely researched so there is a need for

further research in this and allied field. Further, the study

suggests that more empirical researches are need of hour in

different dimensions and perspectives. So that more exploratory

data may be added in the existing hospitality management

literature.