Abstract
The success of any food enterprise, particularly those located in small towns, has been influenced
by customer service quality. In such markets, customer satisfaction and loyalty are often driven by
several interrelated factors, such as service speed, food quality, professional conduct of staff,
hygiene, and overall customer experience. Understanding the underlying dimensions that impact
customer service is essential to improving operational efficiency and supporting sustainable
business growth.
The aim of this study was to present newly developed business processes using the Business
Process Reengineering (BPR) Life Cycle and to examine their potential to simplify operations and
improve service delivery. The study focused on how BPR can effectively address inefficiencies
and enhance customer service quality in the Food Industry SMEs of the Eastern Cape, highlighting
benefits such as cost reduction, increased efficiency, and improved customer satisfaction.
Through qualitative and quantitative analysis, the study investigated feedback from staff members
involved in the day-to-day operation of the business firsthand. Respondents provided practical
insights into current business processes, identifying inefficiencies, bottlenecks, and challenges.
Non-probability sampling was used to ensure that respondents met specific characteristics,
including direct involvement in customer interactions, order management, food preparation, and
payment processing. A total of 20 staff members from a specific restaurant were examined,
carefully selected to provide appropriate and practical insights. Additionally, a systematic
literature review offered insights into how BPR has been used to redesign processes in restaurants,
emphasising automation, technology integration, and improved staff collaboration. The BPR Life
Cycle stages served as an effective framework for analysing, redesigning, and re-evaluating
restaurant processes.
Findings pinpointed inefficiencies that negatively impact customer satisfaction during the first
point of interaction, such as delays or poor communication. Insights gained from respondents
guided recommendations for improving customer service and operational efficiency. The study
recommends introducing digital order management tools, refining waitlist management
procedures, adopting standard operating procedures for food preparation, and providing ongoing...