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An effective approach of service blueprint for targeting critical food and beverage (f&b) service process: a case study in SME at Bachok, Kelantan.


Nur Syaza Rasyidah Zahari, (2020) An effective approach of service blueprint for targeting critical food and beverage (f&b) service process: a case study in SME at Bachok, Kelantan. Masters thesis, University Malaysia Kelantan.


Small and Medium Enterprises (SMEs) play an important role in economic magnification. Increased competition in the hospitality and hospitality industries has influenced organizations to improve the efficiency of the service process where most hoteliers must find ways to make their products and services stand out among others. The quality of service is crucial to the success of the hotel business and is also the main reason for customer satisfaction. The case study company selected is Company Z located in Bachok, Kelantan where this case study will be analysed in terms of their F&B services and reflect blueprint. This case study shows service blueprint as an efficient tool, which aims to improve the service process especially in the operations of the selected company. In this case study, the subject of blueprint services has been revealed and applied in targeting the critical process of organizational operations. The blueprint is needed for organizations to see all of their operations between customers and providers. For this case study, problems can be found by looking at each process involved and measuring it using time. The time element is used in determining the total order time. If the sequence is high time, then it will be a source of resistance. Therefore, semi-structured interviews were used and it was found that among all the processes mapped, kitchen operations were targeted as critical and appropriate for further analysis and as a priority area for improvement. In addition, this case study aims to identify problem areas classified as problematic area occurring in the current blueprint service process, to identify problems occurring in bottleneck areas, to identify causes that contribute to problems in bottleneck areas and to suggest possible solutions to solve the problem and then improve the new blueprint service process.

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Additional Metadata

Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Subjects: H Social Sciences > HD Industries. Land use. Labor
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
Depositing User: Repository Admin
Date Deposited: 10 Jan 2022 07:57
Last Modified: 08 Aug 2022 08:33
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The Office of Library and Knowledge Management, Universiti Malaysia Kelantan, 16300 Bachok, Kelantan.
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