customer experience measurement of restaurant industry in western

8/8/2019 Customer Experience Measurement of Restaurant Industry in Western

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CUSTOMER EXPERIENCEMEASUREMENT OFRESTAURANT INDUSTRYIN WESTERNAHMEDABAD

BYHITUL MISTRY

SOHAM KHIMANI


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If you can not measure it, you cannot improve it

-Lord William Thomson Kelvin (1824-1907)


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Customer Experience

Customer experience is the sum of allexperiences a customer has with a supplier of goods or services, over a duration of theirrelationship with supplier.Customer experience ranges from positive tonegative.Loyalty of customer is driven by his/herexperience with the supplier


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Customer Experience Measurement(CEM)

The goal of CEM is to move customers fromsatisfied to loyal and from loyal to advocate.


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CEM relation to CRM

Customer Relationship Management is abusiness strategy to acquire, grow and retainprofitable customer relationships.CEM is an integral part of CRM.CRM is a tool which is important in makingfavorable experiences for the customer.


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Mystery shopping

Mystery shopping or mystery consumer is atool used to measure quality of service orgather specific information about product orservices.It is a method to collect information withoutthe knowledge of the owner of the shop.


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Information points of mysteryshopping

Number of employees in the store on enteringHow long it takes before the mystery shopper is greetedWhether or not the greeting is friendly, ideally according toobjective measuresThe questions asked by the shopper to find a suitable productThe types of products shownWhether or how the employee attempted to close the saleWhether the employee invited the shopper to come back to

the storeCleanliness of store and store associatesSpeed of serviceCompliance with company standards relating to service, storeappearance, and grooming/presentation


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Service in Restaurant Industry

A restaurant prepares and serves food, drinkand dessert to customers.

Service in a restaurant is of the mostimportance.It is the differential factor in restaurantindustry as product(i.e. food) is getting moreand more homogenousIt is difficult to control quality in service due tointangibility and heterogeneity


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Customer expectations

Customer Expectations are of two types -Expressed and Implied.

Expressed Customer Expectations are thoserequirements that are written down in thecontract and agreed upon by both parties.Implied Customer Expectations are notwritten or spoken but are the ones thecustomer would 'expect' the supplier to meetnevertheless


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Why CEM in Restaurant Industry

CEM lets to translate and quantify customer srequirement and expectations intomeasurable targetsCEM can help in getting customer loyalty. It isfar less costly to keep existing customers thanto win new ones.CEM helps restaurateur to keep on improvingto meet the changing demands of thecustomers.


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CEM in Restaurant Industry

This project attempts to address the key issuein customer satisfaction namely, therelationship between

Customer Satisfaction Customer purchase intention Restaurant performanceThis also helps in how to relate customer

expectations to organizational goals and businessperformance.


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Parameters for measuring CustomerExperience

External appearance : The outside appearance of therestaurant and the facilities outside the restaurant suchas banner visibility, parking space, waiting lounge etc.Internal appearance : The interiors of the restaurantwhich comprises of sitting arrangement, floor lay-out,lighting, music, cleanliness of tables, chairs, cutlery etc.Food served : The presentation of food and appropriateutensils for serving it.S

ervice:

The attentiveness, knowledge and appearanceof wait staff.W ash-room amenities : Cleanliness and hygiene of washrooms


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Attributes in each parameter

Externalappearance

Internalappearance

Food served service W ash-roomamenities

-Locationidentifiable-Board visibility-Parking space-Spit marks-Waiting facility-Waitingservice-Over-allappearance

-Watchmanopens door-Greets you-Time display-Temperature-Lighting-Music-Volume-Layout-Seating-Cleanliness-Menu

-Containers-Garnishing-Cutlery

-Waiterdressing-Soft spoken-Knowledge-Attentive-Exit greetings-Opens door

-Cleanliness-Smell-Sanitizer-napkins


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Restaurants selected for CEM

Honest AbhilashaTopaz Urban spoonSix strings Saffron

Tomatoes NavrangFreezeland Dhaba 902Upper crust KalashDinner bell Bawarchi

Epicurean alley Jungle bhookhBon homie ZodiacTulsi Mirch Masala


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Data Collection Phase I

In this phase, the details about the success of restaurants were collected. The parameter forthe success of restaurant was its occupancyrate.The Disguised questionnaire was used tocollect data in this phase.A disguised questionnaire was prepared whichappeared as a questionnaire for the recessionrecovery in the restaurants.


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Formula for occupancy rate


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Data Collection Phase II

Information about the various attributesconsidered to measure the customerexperience was being evaluated.In this phase, concept of mystery shoppingwas implemented.After the completion of research, all the datawas being entered in the Microsoft Excel andwas further used for analysis using statisticaltools such as Excel and SPSS.


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Analysis

Each of the parameter was being cross tabbedagainst the occupancy rate to find out thetrend and relation between the attribute andthe success of the restaurant.

Out of all the parameters, the convincingpattern was observed in the followingattributes


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Attribute 1 : Parking Space


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Here we can see a positive trend and a directrelationship between Parking Space and Occupancy Rate. Higher the Occupancy Rate,

people are more satisfied with its Parkingspace and thus it should be an important

parameter for Restaurant owner which might

increase overall Customer Experience.


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Attribute 2 : Identifiable location of therestaurant


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Here we can observe a positive trend betweenLocation Identifiable and Occupancy Rate; thisindicates that Restaurants whose addressesare easily identifiable have higher occupancy rates than others.


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Attribute 3 : Garnishing


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In this cross-tabulation we found that there isa sparkling co-relation with the G arnishing of the food and Occupancy Rate. This indicatesthat the perceived value of food is higher from

people s point of view if proper garnishing isdone.


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Here, we can see that Layout of the store and its Occupancy Rate are having a positivetrend.

As the Layout of store is easy to move higher isthe Occupancy Rate of that store. This means

people want spacious layout in the restaurant to enjoy the experience.


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Attribute 5 : Waiting Facility


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Here we observed that W aiting Facility had norelationship with the Occupancy Rate; thisindicates that people have no issues whether the restaurant provides them with waiting

facility. Though here, a small relationship canbe inferred here which we can see from the

group 45%-49.99%. But though, results areskewed and we cannot come to any conclusion.


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Attribute 6 : External Ambience


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Here, except the first data, other set of dataindicates that there is a positive trend amongthe Overall external ambience and Occupancy rate. This indicates that external design,

patterns, attractiveness of the restaurant helps to attract people.


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Conclusions

The parking space of restaurant is importantfor the customer. A restaurant having anample parking space is more favorable for the

positive customer experience.The restaurant should be at the identifiablelocation so that it is easily noticed.

The food should be served properly and bewell presented so that customer is delightedand is loyal to the restaurant.


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Conclusions (contd.)

The layout of the restaurant or the floor plan should besuch that customer is able to move easily in therestaurant.

The customer should be having proper facilities whenhe is waiting.External ambience of the restaurant is critical for thecustomer. The surroundings should be kept clean andthe signage and entrance should be attractive.The wait staff of the restaurant should be attentive tothe customers and they should be soft spoken andbehave with empathy with the customers


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THANKYOU

customer experience measurement of restaurant industry in western

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