taste value and service: guest return intent drivers
TRANSCRIPT
Kinesis CEM, LLC
Taste, Value & Service: Guest Return Intent Drivers
https://blog.kinesis-cem.com/2015/03/17/taste-value-service-guest-return-intent-drivers/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies. Mr. Larse can be reached at [email protected].
http://www.kinesis-cem.comhttp://www.kinesis-cem.com/restaurant_mystery_shopping.shtml
kinesis-cem.com 206.285.2900 [email protected]
Taste, Value & Service:Guest Return Intent Drivers
Every time a guest visits a restaurant they learn
something as a result of the experience, and
depending on what they learn, they adjust their behavior based on the
experience.
A Proposition:
How do guests change their behavior based on what they learn?
Behavioral Changes
Stay LongerOr
Leave EarlyLength of Stay
Purchase MoreOr
Purchase LessTicket Amount
Word of Mouth
PositiveOr
Negative
ReturnReturn
Or Don’t Return
Kinēsis conducted a survey of 800 respondents asking them to recall their most
recent experience at a restaurant, and rate the
experience across 16 attributes grouped into 5
dimensions.
Research
5-Dimensions
Arrival
Service
Food
Value
Environment
Arrival
Seated quickly
Greeted promptly and felt welcomed
Greeting friendly and cheerful
-20% 30% 80%
9%
14%
23%
Difference Between Guests with Positive and Negative
Return Intent
Service
Prompt attention of server
Friendliness of server
Food delivered in a timely manner
Server attentive to needs
-20% 30% 80%
8%
19%
21%
22%
Difference Between Guests with Positive and Negative
Return Intent
Food
Order delivered accurately
Temperature of food
Overall presentation of the food
Taste of food
-20% 30% 80%
10%
15%
22%
60%
Difference Between Guests with Positive and Negative
Return Intent
Value
Portion appropriate
Good value for the money
0% 20%40%60%80%
14%
37%
Difference Between Guests with Positive and Negative
Return Intent
Environment
Table clean, dry and presentable
Server’s appearance neat and clean
Restaurant clean, comfortable and appealing
-20% 30% 80%
6%
10%
15%
Difference Between Guests with Positive and Negative
Return Intent
Dimensions
Arrival
Service
Food
Enviornment
Value
0% 10%20%30%40%50%60%70%80%
15%
18%
26%
26%
26%
Difference Between Guests with Positive and Negative
Return Intent by Dimension
The quality of the meal and perceptions of value for the money each have the strongest
relationship to return intent, followed by the service, greeting on arrival and the
environment.
Dimensions with Most ROI Potential