The Hidden Influence: How Bartenders Shape Customer Expectation and Experiences at Rusumo, Tanzania
Author : Edward Joseph Macha
Abstract :
Bartenders play a pivotal yet often overlooked role in shaping customer expectations and experiences within the hospitality industry. Their influence extends beyond simply preparing drinks; they act as intermediaries between customers and establishments, creating lasting impressions through their interactions, communication, and service delivery. This study explored the intricate role bartenders play in shaping customer expectations and enhancing overall experiences in bars, focusing on various factors such as communication skills, service quality, and management challenges. Using a sample of 85 respondents, the research employed qualitative interviews to gather insights into how bartenders influence customer perceptions and satisfaction. The findings revealed that effective bartender communication significantly contributes to positive customer expectations, while factors such as cleanliness, ambiance, and service speed are crucial for a favorable customer experience. Additionally, bartenders faced challenges in managing high customer expectations, particularly during peak hours, which sometimes hindered their ability to deliver exceptional service. The study also highlighted the importance of continuous training, customer feedback implementation, and incentives for bartenders to improve performance. The results provide actionable insights for bar management to enhance service delivery and foster customer loyalty through strategic interventions. In general, the study accentuates the pivotal role of bartenders in creating memorable experiences that meet and exceed customer expectations in the bar industry.
Keywords :
Bartenders, bartender communication skills, challenges in bartending, customer expectations, customer experience, customer feedback implementation, bar industry.
