Portal de Periódicos da CAPES

Those who serve drinks: a study of barstaff

2004; Emerald Publishing Limited; Volume: 16; Issue: 5 Linguagem: Inglês

10.1108/09596110410540294

1757-1049

John D. Pratten,

Wine Industry and Tourism

The pub owning companies are placing a large and increasing emphasis on customer satisfaction, and are regularly modifying their training programmes to emphasise this requirement. All employees must be aware of their duty in this area. The independent sector is less well‐trained, and may place less emphasis on ensuring that staff are aware of customer needs. In an increasingly competitive market place, this seems a dangerous strategy. The amount of money that the independent licensee has invested in the business makes it appear even reckless. This study looks at the training and competence of bar staff, with a limited survey of the training provision offered by licensees in a small town and interviews with several key individuals in the sector. The article then makes recommendations to the industry.