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Taste Value and Service: Guest Return Intent Drivers

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Guest loyalty/ return intent has significant financial implications for a restaurant. 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. The guest may stay longer or leave early, purchase more items or purchase less, tell others of their experience, or decide to return for a repeat experience. This deck contains research into what guest service attributes drive return intent.

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Taste Value and Service: Guest Return Intent Drivers

  1. 1. 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.com http://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
  2. 2. 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:
  3. 3. How do guests change their behavior based on what they learn? Behavioral Changes
  4. 4. Stay Longer Or Leave Early Length of Stay
  5. 5. Purchase More Or Purchase Less Ticket Amount
  6. 6. Word of Mouth Positive Or Negative
  7. 7. Return Return Or Don’t Return
  8. 8. 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
  9. 9. 5-Dimensions Arrival Service Food Value Environment
  10. 10. Arrival 9% 14% 23% 0% 20% 40% 60% 80% Seated quickly Greeted promptly and felt welcomed Greeting friendly and cheerful Difference Between Guests with Positive and Negative Return Intent
  11. 11. Service 8% 19% 21% 22% 0% 20% 40% 60% 80% Prompt attention of server Friendliness of server Food delivered in a timely manner Server attentive to needs Difference Between Guests with Positive and Negative Return Intent
  12. 12. Food 10% 15% 22% 60% 0% 20% 40% 60% 80% Order delivered accurately Temperature of food Overall presentation of the food Taste of food Difference Between Guests with Positive and Negative Return Intent
  13. 13. Value 14% 37% 0% 20% 40% 60% 80% Portion appropriate Good value for the money Difference Between Guests with Positive and Negative Return Intent
  14. 14. Environment 6% 10% 15% 0% 20% 40% 60% 80% Table clean, dry and presentable Server’s appearance neat and clean Restaurant clean, comfortable and appealing Difference Between Guests with Positive and Negative Return Intent
  15. 15. Dimensions 15% 18% 26% 26% 26% 0% 20% 40% 60% 80% Arrival Service Food Enviornment Value Difference Between Guests with Positive and Negative Return Intent by Dimension
  16. 16. 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

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