Hospitality is all about offering kindness to someone who looks for help. In true sense, it is welcoming and entertainment of guests, visitors or strangers with kindness and goodwill. Hospitality industry can be divided into two parts: entertainment areas like clubs and bars, and accommodation. The hospitality industry also includes tourism support commercial activities like airline cabin staff and travel agents. In India Hospitality segment, just like many other segments in India is booming at an unprecedented pace. This provides for a huge opportunity for hospitality industry. This is mostly driven due to strong growth in IT, BPO segments, increase in foreign travelers, emphasized focus on tourism by government, affordable airlines fares, etc…

Mocha “Coffees and Conversations” it’s a place were they serve more than a coffee and they say “A visit to mocha is more of an experience”. They provide you with selection of best coffee from all over the world and also fruit-flavored sheeshas from Egypt and desserts and shakes. In India Mocha is located in Mumbai, Pune, New Delhi, Delhi, Jaipur, Chennai, Hyderabad and Bangalore with several branches in each state. Here in this assignment I have particularly taken Bangalore branch Mocha which is located in Koramangala.

1

In this koramangala branch available things are Coffees, Desserts, Shakes, Seesha (it’s a hookah with single or multi-stemmed for smoking tobacco but here instead of tobacco coal and flavor will be mixed in water for smoking) and main Corse item like Panini, wraps, Omelets and noodles. Here they have both Ac rooms and open air facility to sit. It has an open place seating arrangement with good sitting arrangements, good interior arrangements and a restroom in ground floor. In this branch they have free Wi-Fi facility for the customer’s who comes here.

OBJECTIVES:

o To find existing service provided by the Mocha management.

o To find out the customer expectation on Mocha service.

o To find customer satisfaction on Mocha service.

o To find the gap between Expected service and Perceived service.

RESEARCH STRATEGY:

o Visited Mocha to examine their service and there by to prepare questionnaire based

on the service and facility available with them.o Prepared an Open-end questionnaire based on five quality dimension of service

quality.o Conducted a research on five consumers by giving them questionnaire and

obtained their feedback to know the customer perceived services.o From the above survey, analysis is made to find out the gap between expected

service and perceived service and also to find overall level of satisfaction.

QUESTIONNAIRE:

Questionnaire is prepared by adapting SERVQUAL scale method, by preparing 22 set of questions based on five quality dimension of service quality i.e. Tangible, Reliability, Responsiveness, Assurance and Empathy. These 22 questions are set to measure consumers expected and perceived level of service provided by MOCHA Koramangala. These set of question are presented in seven-point scale in which 1 being poor and 7 being excellent.

All these questions are set purely based on the service and facility available on this particular hospitality Industry “MOCHA” which is located in Koramangala.2

First four set of question is based on “Tangibles” Physical facilities available on Mocha and appearance of personnel (employee of mocha).

TANGIBLES:

1. Was the signage visible to naked eye without any obstruction.2. Was the restaurant found spic and span (Hygenic) including interiors (furniture, curtains

and cushions)3. Was restroom were clean.4. Did the entire employee looked neat and shaved with uniform.

These are the tangibles that we can see in Mocha.

Second set of four questions is based on “Assurance” Knowledge and politeness of employee and their ability to inspire trust and confidence.

ASSURANCE:

1. Was order taker were helpful and friendly in explaining the thing and created trust and confidence in you.

2. Were you proactively suggested specials of the day or any other promotional offers.3. Was employee are well knowledgeable about the product or did they able to explain

about product ingredients when you ask them. 4. Were you only suggested and not forced sold options.

Knowledge about the product is very important here since many of the foreign product like Panini, wraps and different kind of omelets, shakes and coffee are sold here and the ingredients they use are totally different. They also do some promotional offers and daily special, question are prepared based on these parameters.

Third set of five questions is based on “Empathy” Caring, individual attention the firm provides its customers.

EMPATHY:

1. Were you greeted promptly on arrival.2. Did the employee listen to you intently and understood your specific need.

3

3. Did the employee give you individual and special attention.4. If you ordered for seesha and complaint that you are not getting enough smoke, did he

apologized you and filled some more coal and gave back.5. Does u feel that mocha has operating hours that are convenient to all its customers.

Since Mocha is a hospitality industry and falls under hybrid service, associated with 50 percent of tangible goods and 50 percent of service. Employee actions towards its customer by giving them special and individual attention are highly considered.

Fourth set of four questions is based on “Responsiveness” Willingness to help customers and provide prompt service.

RESPONSIVENESS:

1. Service staffs were attentive and available on the floor to help you.2. Was your table cleared and cleaned pro-actively.3. Did the order taker inform you specialty about a dish taking long time or incase if it is

delayed did the service staff apologized and informed you in advance about the delay.4. Was water served as per your preference and dose he fills water as and when finishes

without you asking for it.

Since employee plays a major role starting from welcoming the customer, taking order, explaining about the product, serving them and after the service finally thanking them for the visit to their center Responsiveness of an employee plays a vital role.

Final and fifth set of questions is based on “Reliability” Ability to perform the promised service dependably and accurately.

RELIABILITY:

1. When you had problem did the service staff showed a sincere interest in solving it.2. Were all the items you ordered are provided in a same manner as shown in the menu

card.3. If there was a waiting time, whether you were served on first cum first serve basis.4. Did you really agree that “A visit to mocha is more of an experience”5. Did mocha provide its service at the time it promised to do so.

4

It is at most important to serve the customer with good service and facility has promised for any firm and showing special interest on them.

After obtaining 5 samples from the questionnaire made customer perceived and customer expected service is found and gap had been identified and there by provided recommendation to fill the gap to give the service as customer expected.

Perceived service based on the sample:

From the above sample made it had been found that customer is overall satisfied by 71% on an average with two customers satisfied less than 65% and another three customers are satisfied with more than 71% with 62.99 being the lowest score provided by fifth sample and 78.57% being the highest provided by fourth sample. These details are provided in chart no.1 for better understanding. This overall score is calculated based on all the criteria of five dimension quality of services.

Chart No.1

0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.50.00

10.0020.0030.0040.0050.0060.0070.0080.0090.00

70.6494

62.9971.43

75.9778.57

64.29

Overall score of each samples out of 100Overall average score

Overall average tangible score out of five samples is said to be 65% in which only one sample being more than a average score of 65% and all other sample remain less than 65%. Tangible average score is less that overall average scores of 71% because mostly all of the five customers as rated very low rating in term of cleanliness of the restroom which is very important. For your better understanding it is represented in chart no.2.

5

CHART NO. 2

Sample1 Sample2 Sample3 Sample4 Sample562.00

63.00

64.00

65.00

66.00

67.00

68.00

69.00

Overall score of each sam-ple on Tangibles out of 100AVERAGE

Overall average on assurance is said to be 72.86% for which sample 3 has scored very higher with 82.14% and lowest being 64.29 by the sample 5. Assurance has been more than overall average score of 71% this is because the employee are highly knowledge about the products and they have created confidence in customers. Their main minus point is that employee did not suggest the customers on any promotional offers and daily special for which everyone has rated low scores. For your better understanding it is shown in chart no.3.

CHART NO.3

Sample1 Sample2 Sample3 Sample4 Sample50.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

90.00

Overall score of each sample on Assurance out of 100AVERAGE

6

Overall average score on empathy is said to be 79.43 which is higher than overall average of 71% all of the sample who have rated has given high rating on this category except sample no.5 who have rated only 65.71%. Everyone feels that they have given special attention individually and have cared their customers. Average rating of each person has shown in chart no.4.

CHART NO.4

Sample1

Sample2

Sample3

Sample4

Sample5

0.0010.0020.0030.0040.0050.0060.0070.0080.0090.00

100.00

Overall score of each sam-ple on Empathy out of 100AVERAGE

Overall average score on responsiveness have been only 60% which is very less compared to overall percentage of 71% most of them has rated very low in this category because most of them feel they did not give prompt service even though they were available to help customers. All of them have rated very low in aspect of not providing water as per their preference and also not filling it as and when it finishes. Since many of the customer who comes here prefer mineral water but they have been not asked for alternatives without customer asking for it. Average score of each sampler as shown in chart no.5.

CHART NO.5

Sample1 Sample2 Sample3 Sample4 Sample50.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

Overall score of each sam-ple on Responsiveness out of 100AVERAGE

7

Overall average score on reliability is said to be 73.14% which is little higher that overall average of 71%. Some of the sampler feels they did not provide service at the time promised and also some of them had rated moderate in term of waiting time mostly on weekends. This is the place were customers come here to relax and most of them visit during evening to night time and more rush in weekends. Customer who comes here will not leave this place minimum before a hour, so at the peak timings customer feels something has to be done to adjust the waiting time which would directly impact them to unable to give the service at correct time because of rush. Chart no.6 clearly explains each average score and overall average score on reliability.

CHART NO.6

Sample1 Sample2 Sample3 Sample4 Sample50.00

10.0020.0030.0040.0050.0060.0070.0080.0090.00

Overall score of each sample on Reliability out of 100AVERAGE

Table no.1 shows average percentage of each quality dimension respective to their weightage given. Empathy and responsibility are given high weightage since it is to be considered as a main part in service quality.

TABLE NO. 1Five quality dimension Overall average percentage scored overall weightage givenTangibles 13% 18%Assurance 15% 18%Empathy 16% 23%Responsiveness 12% 18%Reliability 15% 23%Total overall average 71% 100%

8

Overall average score of 71% comprises of total average score based on each of five dimension of service quality and remaining 29% is said to be gap. This is shown in chart no.7.

CHART NO. 7

Tangibles13%

Assurance15%

Empathy16%

Responsiveness12%

Reliability15%

Gap29%

Expected service by the customer on Mocha koramangala:

Mocha attracts youth segment of customer, both male and female. Since they are addressing youth segment they have to be highly conscious on their service and facility. Since it is segmented to target upper middle class and upper class customers won’t mind in switching to the other places were the better service will be provided even though they want to pay more money. Customer expectations based on the research on Mocha are as follows.

1. Greetings on arrival.2. Less waiting time.3. Good rest room facility.4. Let them knowing about special promotions and offers.5. Quick and prompt service.6. Special attention towards them.7. Overall cleanliness.8. Hygienic and augment product.9. Service delivery has promised.

9

10.Letting them know if there is any delay.11.They expect Service staff to be very kind and polite towards them.12.Thanking them for their arrival.

These are the customer expectations on Mocha services.

Gap between customer perceived and customer expected services:

This gap occurs because of the difference between the service provided to customers by the firm and the customer expectation towards the service which are as follows.

1. Restroom is not been cleaned promptly.2. Promotional offers are not been known to customers by the service staff.3. Preference of water is not been asked by the service staff.4. Service has not been at the time has promised.5. Not keeping customer informed about the delay of services.

Conclusion or recommendation to fill the gap:

o They have to start advance booking facility to avoid heavy rush and delay in

waiting time mostly in weekend.o There should be separately someone to take care of restroom promptly.

o Service staff should always ask preference of water and need to fill the water as

and when its finish off.o Service staff should keep informed the customer about special offers and specials

of the day.o In case of delay they should make sure it has been told to customers in advance.

o Service at the right time has promised.

These are the things they have to keep in mind to fill the gaps between the customer perceived services and expected services.

10

REFRENCES:

http://www.economywatch.com/world-industries/hospitality/

http://www.mocha.co.in/

Service marketing by Zeithmal & Bitner, Tata-Mcgraw Hill (4th edition)

11