Improving the customer experience through consistency and effective service delivery in the United Kingdom public house sector

Abstract

Purpose The purpose of this paper is to ask if customer experiences in public houses (pubs) go wrong because of poor initial and subsequent training for front-line staff, while questioning if enough is being made of employee engagement and socialization as a means to improve consistency within the pub service encounter. Design/methodology/approach The study applies a critical review of the literature with a focus on the initial and subsequent training of front-line employees in the context of managed and entrepreneur-led pub-retailing operations. Findings The delivery and impact of a well-designed initial training programme may not only enhance long-term employee engagement and loyalty, but also provide competitive advantage for pub-retail operations through a more consistent service delivery. The paper questions the suitability of the approach currently being adopted within the sector and suggests that change is needed in order to ensure the longer-term survival of pub-retail businesses. Practical implications Can reliable and consistent customer experiences be delivered without a more progressive approach to the initial training and engagement of front-line employees? Originality/value While the importance of initial and subsequent training is widely accepted, the potential for its poor delivery has an almost predictable impact on many customer experiences. The paper recommends a review of the methods used by managed house and entrepreneurial (tenanted and leasehold) pub-retailing businesses to enhance employee socialization, engagement and loyalty to fuel the sector’s drive to generate greater competitive advantage.