taste value and service: guest return intent drivers

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 elarse@kinesis-cem.com.

http://www.kinesis-cem.comhttp://www.kinesis-cem.com/restaurant_mystery_shopping.shtml

kinesis-cem.com 206.285.2900 info@kinesis-cem.com

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