WHAT EFFECT DOES THE AGE OF WAITING STAFF HAVE ON CUSTOMER SATISFACTION WITHIN A HOTEL RESTAURANT?

Abstract

This dissertation was set out with the aim to investigate whether age of waiting staff affects the level of customer satisfaction during a restaurant meal experience. In order to fulfil the aim a case study approach was adopted to conduct the research. The case study hotel chosen was Bryn Meadows Golf, Hotel and Spa where the researcher was employed. Therefore because of employment, an autoethnographic approach was undertaken, this enabled the researcher to use their previous experiences in order to gain another view by the which the researcher expanded on when conducting research. The methodological tools that were used within this dissertation in order to achieve the aims and objectives were three semi-structured interviews with customers, three focus groups with nine members of staff and six customers and direct observations in Bryn Meadows restaurant. The staff members were also employed at Bryn Meadows. In this dissertation, a literature review was conducted firstly, the methodological tools have been explained and then used to gain results which have been analysed and further discussed in order to draw conclusions. Many conclusions were drawn from the results obtained. Firstly, customer satisfaction was fully researched during this dissertation and understood that it is one of the most important factors during the restaurant service. It is essential that all efforts are made in order to increase customer satisfaction which in turn will increase profits and staff morale. Training, confidence, experience and emotional labour are all an integral part of giving great service and increasing satisfaction. Age does have an effect on customer satisfaction but is more complex, the combination of training, confidence, experience and emotional labour can be directly proportional to the age of waiting staff therefore affecting the level of customer satisfaction achieved.