Analysis on a Case Study of Yo! Sushi

Analysis on A Case Study of YO! Sushi

1. Introduction

As the most famous sushi restaurant in the United Kingdom, YO! Sushi runs a chain of Japanese-type conveyor-belt sushi bars and provides customers with unparalleled fresh Japanese-style cuisine in the bustling downtown throughout the UK. YO! Sushi seeks to improve its whole service efficiency and distinguish itself from other Sushi restaurant by cutting down the order time, receiving orders with great accuracy, accelerating the payment process and improving the customer experience. This paper is aiming to assess to what extent a theatre analogy is appropriate when analyzing the service encounter at Yo! Sushi and how the analogy might provide insights into employee and consumer behaviour during the service encounter, understand the implications of viewing consumers as co-producers in the service process at Yo! Sushi, discuss what constitutes quality at Yo! Sushi and the management and measurement across the Yo! Sushi chain of restaurants, and analyze the capacity and demand issues that Yo! Sushi faces.

2. The Service Encounter at Yo! Sushi

2.1 A Theatre Analogy in the Service Encounter

The service theories have been going through revolution in the past three decades. However, one point about the service theories which remains unchanged is that services are performance (Berry 1980). The service theory of regarding services as performances is playing a significant role in contemporary business world as the world’s economy is going into an experience-oriented economy (Pine & Gilmore 1999).

It is simply regarded by some authors that the concept of service experience is equal to the concept of service encounter traditionally (Hill et al. 2002) and somewhat cause the vague comprehension that what customers directly experience with the service provided is the service experience (Goldstein et al. 2002), while other authors have concentrated more on the memorable experience. It is suggested (Chase & Dasu...