Group 11

Arboleda, Ana Khristina G.

Medios, Zyra D.
Tullao, Chad Gabriel O.

An Analysis of Enhancing Catering Services at University Functions

In the competitive world of catering, the key to success lies in exceptional quality and service.
The provision of catering services at university events plays a crucial role in the overall experience of
attendees. The University Cafeteria of West Visayas State University (WVSU), overseen by Prof. Jenny C.
Calabio, has faced challenges in meeting the expectations of clients during various functions. This case
study delves into the issues observed during the opening of the Research and Extension Building and
explores potential solutions for improving catering services.

Overall Human Resources and Complaints on Service and Food Quality

Consistency in service contributes to a positive brand image and reputation. A reliable and
predictable experience builds trust with customers, enhancing the overall perception of the brand (Kim,
2011; Quach & Yang, 2020).

The University Cafeteria operates as an integral part of the West Visayas State University
(WVSU), situated in Iloilo City, Philippines. Established in accordance with Board of Regents Resolution
No. 54-2007, the Cafeteria serves the diverse needs of the academic community and beyond. Its primary
goal is to provide a clean dining environment offering quality food and services at affordable prices.
Housed on the ground floor of the University Hometel, the Cafeteria caters to students, faculty, staff,
guests, and residents of the dormitory, with the capacity to accommodate approximately 100 persons.

The University Cafeteria, operating under the URGP, has received numerous complaints about its
catering services. The recent event at the Research and Extension Building opening highlighted issues
such as outdated buffet table covers, lack of proper serving utensils, and staff not adhering to uniform
standards. Prof. Calabio, as the URGP Director, has been grappling with similar concerns raised during
previous events.

Table 1 presents the staff count at the University Hometel and Cafeteria, detailing their
respective positions and current employment statuses.

Table 1

Hometel and Cafeteria Personnel

Number Position Status

1 Manager Casual
1 Houseparent (and Cafeteria Cashier) Permanent
1 Cook Job Order
2 Server/Dishwasher Job Order
1 Marketer/Purchaser Job Order
2 Utility Job Order
1 Student Assistant Hourly Rate
As assessed by Calabio, the university cafeteria had the following previous catering issues:

a.) External caterers had been engaged for four years due to the insufficient utensils and
equipment in the Cafeteria for serving more than 200 people.

b.) The College of Business Management Faculty and Hotel and Restaurant Management (HRM)
students frequently assisted in managing these events due to limited staff.

c.) Previous functions relied on HRM students for setup and service due to the cafeteria’s limited
staff.

d.) At times, food service delays occurred during simultaneous catering events due to
absenteeism among the staff.

To thrive in the competitive food catering industry, catering companies must prioritize delivering
exceptional service quality and offering a differentiated menu and experience, ensuring both customer
loyalty and sustained advantage in the market.

Service Quality Challenges

Operational efficiency in catering is enhanced by attention to detail. Using the right utensils and
maintaining a presentable table contribute to smoother operations, ensuring a seamless service
experience (Fitzsimmons, J. A., & Fitzsimmons, M. J. 2013). Despite its fundamental role, the University
Cafeteria faces challenges in maintaining consistent service quality. Observable issues, such as
mismatched buffet table covers, the absence of proper serving tools, and informal staff attire, highlight a
need for standardized processes. These challenges not only affect the aesthetic appeal of the dining
environment but also indicate potential gaps in operational procedures and staff training.

Recruitment Practices

Bitner (1992) introduced the concept of "servicescapes," emphasizing that the physical
environment, including staff appearance, influences the service encounter atmosphere. Jha (2012)
explored on Job information as a crucial factor in the recruitment process as it sets the expectations for
employees, thus having a bearing on job satisfaction or discontent with the role. Recruitment practices
at the University Cafeteria require improvement, particularly in ensuring staff alignment with uniform
standards and a commitment to professional appearance. An analysis must also be made regarding the
practices of the cafeteria which contributed to the absenteeism of previous employees or the overall lack
of staff of the cafeteria. The current shortcomings in these areas may impact the overall impression of
the cafeteria and contribute to a perception of inconsistency in service delivery.

Staff Training and Development

Johnston and Clark (2008) says structured training program enables the cafeteria staff to adapt
to evolving customer needs and preferences. Regular training sessions keep employees informed about
industry trends, ensuring that the cafeteria can adjust its services to meet changing customer
expectations. Olaniyan and Ojo (2008) further explain the necessity of staff development programs as an
evident approach, as their absence often leads to issues of incompetence, inefficiency, and
ineffectiveness within organizations. One notable aspect where the University Cafeteria can enhance its
operations is in the commitment to staff training. The absence of a structured training program may be
contributing to inefficiencies and a lack of standardized service. An implication of a weak staff training
and development for the cafeteria may be made due to their previous issues regarding hiring outside
caterers or relying on the assistance of HRM students in accommodating a large number of guests.
Investing in comprehensive training programs can address skill gaps, improve efficiency, and elevate the
overall service quality. This is especially critical in a university setting where students often contribute to
the workforce during events and functions.

Organizational Effectiveness

The University Cafeteria faces challenges in its competitive position due to issues with service quality,
less effective hiring practices, and insufficient staff training and development. The primary challenge
impacting the cafeteria's position is the insufficiency in staffing and related personnel practices. People
are the most important part of any company, as the entity is unable to operate without people. Training
helps managers by reducing the need for constant supervision. It also makes employees more motivated,
proactive, and improves the quality of their work leading to a better experience for customers. (Olaniyan
and Ojo, 2008) Hence, by prioritizing this aspect, the cafeteria could notably enhance its competitive
standing.

Solutions

To address these challenges, the University Cafeteria should consider implementing a comprehensive
training program for staff, standardizing recruitment practices, and enforcing uniform standards.
Recommendations are further explored on the following:

a.) Enhanced Staff Retention Strategies: Develop initiatives to retain existing staff, such as improved
employee benefits to attract and retain talent and simultaneously foster a positive work
environment.
b.) Continuous Training and Development: Emphasize ongoing training and development for staff,
ensuring they stay updated with industry trends, customer service skills, and food safety
practices.
c.) Customer Feedback Mechanisms: Establish a system for collecting and acting upon customer
feedback regularly to understand preferences and areas needing improvement.
d.) Collaboration with Culinary Schools: Create internship programs inviting students from culinary
schools to gain practical experience within the cafeteria. This benefits both parties, providing
where culinary students and cafeteria staff can exchange ideas, learn new techniques, and
innovate together.

Conclusion

Investing in human resources strategies and robust training programs stands as a fundamental driver for
uplifting the University Cafeteria's catering services. By incorporating a comprehensive approach that
includes enhanced staff retention strategies, continuous training and development, and potential
collaborations with culinary schools, Prof. Calabio can steer the cafeteria towards a significant
transformation. Creating a positive, standardized, and customer-centric catering experience aligns not
only with clientele preferences but also amplifies organizational effectiveness. Emphasizing consistent
staff development, fostering a culture of growth and innovation, and optimizing operational processes
will fortify the cafeteria's standing in delivering exceptional service. This commitment to holistic
improvement not only heightens customer satisfaction but also reinforces the cafeteria's competitive
prowess, solidifying its position as a distinguished choice for diverse clientele, encompassing both the
University community and external patrons.

References:

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees.
Journal of Marketing, 56(2), 57-71.

Fitzsimmons, J. A., & Fitzsimmons, M. J. (2013). Service Management: Operations, Strategy, Information
Technology (8th ed.). McGraw-Hill Education.

Jha, S., & Bhattacharyya, S. (2012). Study of Perceived Recruitment Practices and their Relationships to
Job Satisfaction Study of Perceived Recruitment Practices and their Relationships to Job Satisfaction.

Johnston and Clark (2008). Service Operations Management the importance of training in adapting to
changing customer preferences.

Kim, H. J. (2011). The impact of brand trust and perceived value on brand loyalty: A study of casual wear
brands. Journal of the Korean Society of Clothing and Textiles, 35(6), 649-662.

Olaniyan, D., & Ojo, L. (2008). Staff Training and Development: A Vital Tool for Organisational
Effectiveness. European Journal of Scientific Research, 24(3), 326–331.

Quach, S., & Yang, Y. (2020). The effect of brand trust, brand satisfaction and brand loyalty on repurchase
intention: A study of a fashion brand. Journal of Marketing Communications, 26(1), 73-94.