UNIVERSITY IN THE WEST INDIES

QUALITY ASSISTANCE MANAGEMENT (MS32I)

ASSESSING THE CONSUMER SERVICE MODEL OF CHILITOS RESTAURANT

Group Associates

Jhenell Chung - 620011075

Danielle Douglas-620013499

Stephen Fenton - 620012299

Carleen Rhone – 620011244

Rhianna Smith -- 620011681

Elizabeth Swaby -- 620011313

Lecturer: Dr . A. Crick

TABLE OF CONTENTS

INTRODUCTION3

CHILITOS4

BRAND COMPONENTS5

Functions5

Benefits5

Association6

Personality7

Promise8

CUSTOMER SERVICE STRATEGY9

Customer Service being a necessity9

MAINTAINING/IMPROVING THE CUSTOMER SUPPORT BRAND12

REFERENCES18

APPENDICES

ADVANTAGES

Chilitos began as a family owned Jamaican/Mexican restaurant chain with two distinct locations one in Kingston off Hope Highway and the various other in Montego Bay next to the Hip Strip. They have developed a notable popularity for its excellent menu of " ‘JaMexican'” meals, music and lots of delectable refreshments and a fantastic place to relax in a healing atmosphere. The restaurant's manufacturer however , needs rebuilding. It can be it our belief that customer service is the foundation had to see this reshaping through. Often entrepreneurs and mangers do not realize the importance of men and women i. electronic. employees in conducting business with clients. Customer service is catagorized by the way aspect when a large number of firms strive to differentiate themselves. In company building customer satisfaction is one of the key pieces of the puzzle nevertheless often is the one which is most disregarded. Aligning customer service and their company is an essential but under-used way to attract and retain customers, differentiate the business enterprise, and improve brand commitment for the unforeseeable upcoming. In order to measure the quality of the service becoming administered simply by Chilitos, puzzle shopper assessments were performed. In addition , a good service review (see Appendix 1) was prepared and distributed to fifteen customers, which usually aided in assessing the customers' support experience (Results can be found in Appendix 2)

CHILITOS

Chilitos ‘JaMexican' Restaurant hands over a angle to Latina food using local food and fusing it with popular Philippine dishes to develop what they prefer to call ‘JaMexican' style. Located at 64 Hope Highway, Kingston, Chilitos serves a varied variety of tacos, burritos, gorditas only to name a couple of, some getting the popular Jamaican Jerk element. Meals are able to the customers desire and is carried out before the buyer at the countertop, similar to that at Subway. Choice of toppings include lean meats (ground meat, chicken –grilled, jerk); salsa, guacamole, clean garden fresh vegetables, beans, dairy products and different sauces. Placed in a modified house having a Latin design makeover showcasing an creative, laid-back feel. Chilitos would not offer good dining providers, but instead a relaxed ambience – dining around the veranda or at deck tables in the front yard. The Bohemian-styled living room in the restaurant offers a casual setting, a great location to ‘chill out', have a few beers or drinks although enjoying meals. Opened in April 2007, Chilitos currently dominates the industry as the sole Mexican dishes themed restaurant in Jamaica; after American franchise Jaleo Bell left the Jamaican market in earlier years. A second cafe was exposed in May of 2009 for the property of Doctors Cave Hotel, Montego Bay.

BRAND COMPONENTS

Functions

Chilitos ‘JaMexican' restaurant has the core brand function of rendering appealing and authentic Mexican food infused with Jamaican flavours (core service). The brand also features to provide a suitable atmosphere by which patrons likes their meals (peripheral service). The restaurant building serves as the location for the support delivery and forms a core portion of the aesthetic mixed up in customers' total experience. As soon as one enters the parking lot of the business they come in connection with the support that is being delivered. This can be a first point that the...

Referrals: Brand Association. (2008). Retrieved March twenty two, 2012, by Management Analyze Guide: http://managementstudyguide.com

Brand Assure

Chilitos. (n. d. ). Retrieved Drive 25, 2012, from DISCOVERY BAY, JAMAICA Travel and Culture: http://www.jamaicatravelandculture.com/

CHILITOS - A marriage of Jamaican and Mexican variations

Chilitos ‘JaMexican'. (n. m. ). Recovered March 13, 2012, via Facebook: https://www.facebook.com/

Chilitos Mexican

Crick, A. (2012). Creating a Service of Culture [PowerPoint]. Kingston, Jamaica: University of the West Indies: Bachelor's in Management Research

Shaw, C., & Ives, J

Precisely what is Brand Personality? (2008). Retrieved March 22, 2012, by Management Examine Guide: http://managementstudyguide.com

Appendix one particular – Top quality Service Survey

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