The marketing analytics project analyzed customer satisfaction with Simply to Go cafeteria services at IE Business School. A survey of 45 customers found low overall satisfaction, particularly with price, queue management, and snack variety. Cluster analysis identified 5 customer segments with differing attributes and satisfaction levels. Regression analysis found that satisfaction is predicted by staff courtesy, queue management, and payment variety. The final recommendations are to focus on improving staff courtesy, queue management, and payment options to increase overall satisfaction, and implement a loyalty rewards program and targeted product availability to increase customer visits.

1. Marketing Analytics
Project for “Simply to Go”
Jose Vazquez
Tsuneyuki Seike
Joao Rendon
Marketing Research Analytics

2. Agenda
The opportunity
Our approach
Analysis (Main Findings)
Final recommendations

3. The Opportunity
(Background information
and problem statement)

4. Background Information
• Sodexo: French multinational food service company (parent company)
– One of the largest global companies
– 38% of sales comes from Continental Europe.
• Simply to Go: One of the brand that Sodexo has providing food service
– Provides wide range of products at IE Business School (sandwiches,
coffee, salad, snack)

5. The problem
Qualitative feeling – bad service
Objective measurement –
satisfaction level
Drivers?
Operations
• Waiting time (QM)
• Hour schedule
Product
• Quality
• Variety
Service
•Staff responsiveness
• Staff empathy /
friendlyness
Proper understanding of costomer
needs?
Price
Atmosphere
• Cleanliness
• Layout
• Order

6. Relevance – Why is it important?
Proper P&S
design
Customer
Knowledge
More $
Satisfaction
Loyalty

7. Our approach

8. Data gathering procedure
Web Survey targeted to IMBA Nov 2012 intakes
31 questions
45 respondents (11.5% response rate)
Web Survey structure
Demographics
Important aspects
for a cafeteria
General
Satisfaction
Specific
Satisfaction
2 questions
14 questions
1 question
14 questions
Region /
Frequency
5 point scale
6 point scale
6 point scale
https://qtrial.qualtrics.com/SE/?SID=SV_73QNLRv11KLeV37

9. Data gathering process
The Attributes
1. Staff empathy/friendliness
2. Staff courtesy
3. Beverage variety
4. Snacks variety
5. Beverage availability
6. Snacks availability
7. Beverage quality (good taste, freshness and no harmful chemical)
8. Snacks quality (good flavor, freshness and no harmful chemical)
9. Price
10. Amenities availability (sugar, teaspon, napkins)
11. Payment methods variety (alternative to pay with different methods, without amount / threshold restrictions)
12. Queue management (no queue or fast moving queue)
13. Opening hours
14. The cafeteria´s maintenance (clean and organized)
Importance (5)
Not important at all / Somewhat important
/Important /Very important and Extremely important
Satisfaction (6)
Very dissatisfied / Dissatisfied / Somewhat dissatisfied
/ Somewhat satisfied / Satisfied and Very satisfied

10. Data analysis procedure
Descriptive and bivariate
Demographics
Important aspects for
a cafeteria
General Satisfaction
Specific Satisfaction
2 questions
14 questions
1 question
14 questions
Region /
Frequency
5 point scale
6 point scale
6 point scale
Segmentation and profiling
Regression model

11. Analysis

12. Respondents profile
Frequency of visit to StG
(in a regular week)
Region of origin
USA
Latam
Europe
Asia
50%
47%
45%
40%
7%
Average: 2.73 times/week
35%
30%
33%
29%
25%
18%
20%
15%
13%
11%
10%
5%
31%
4%
2%
4%
7
10
0%
1
2
3
4
5

13. Important aspects for a cafeteria (According to response)
6,00
90%
Average (1 - 6)
TB (Extremely important)
T2B (Very important)
80%
5,00
70%
4,00
60%
50%
3,00
40%
2,00
30%
20%
1,00
10%
0,00
+
0%
IMPORTANCE
-

14. Satisfaction 1 (factors in order of RESPONSE importance)
6
Average (1 - 6)
TB (Very Satisfied)
70%
T2B (Very Satisfied + Satisfied)
60%
5
50%
4
40%
3
30%
2
18%
1
0
+
18%
20%
20%
18%
11%
2%
4%
2%
4%
4%
0%
IMPORTANCE
7%
4%
0%
7%
10%
0%
-

15. Interpretation of result for satisfaction 1
• Service factors are not important for preference
– Product factors are more important
– Service factors indicate higher satisfaction
• In general very low customer satisfaction
– Result in infrequent visit of respondents
– Price, queue management and snack varieties are worst factors
• Customer management
– Very satisfied number of customers are low, need to work on loyalty

16. Segmentation Results – initial solution

17. Segmentation Results
18
Thirsty
29
Practical
Eat & Drink
11
Hard 2 Please
20
22
Alert
Frequents

18. Segmentation Results
S egmentation variable / Cluster
Cluster size
Staff empathy/friendliness
Staff courtesy
Beverage variety
Snacks variety
Beverage availability
Snacks availability
Beverage quality
Snacks quality
Price
Amenities availability
Payment methods variety
Queue management
Opening hours
The cafeteria´s maintenance
Frequency visit (average time)
USA
Latam
Europe
Asia
Satisfaction (Average: 1 - 6)
Satisfaction (TB: Very satisfied)
Satisfaction (T2B: Very S + Satisfied)
Overall
100%
3,44
3,53
3,4
3,42
3,84
3,73
4,18
4,13
3,98
3,09
3,16
3,82
3,73
3,87
2,73
7%
29%
31%
33%
3,47
2%
18%
Thirsty
Practical
29%
22%
3
3
2,77
2,31
3,15
2,69
3,92
3,38
3,92
2,38
2,38
3,62
3,62
3,23
2,69
15%
8%
8%
69%
3,46
0%
8%
3,1
3,5
3,1
3,6
3,9
3,8
4,3
4,3
4,6
4,1
4,1
4,6
4,5
4,6
2,80
50%
20%
30%
3,30
0%
20%
Eat &
Drink
20%
3,78
3,67
3,44
3,56
3,89
3,89
3,56
4
3,22
2,44
2,22
3,22
2,67
3,44
2,00
33%
67%
3,67
0%
33%
Hard to
Alert
Please
frequents
11%
18%
4,4
3,62
4,4
3,75
4,2
4,25
4,2
4,38
4,4
4,5
4,6
4,62
5
4,62
5
4,75
5
3,5
3
3,75
2,6
4,62
4,2
3,62
4
4
4,2
4,25
1,20
4,50
13%
50%
40%
38%
60%
3,60
3,38
0%
13%
20%
13%
M ost frequent
M ost important
Important
Not important
Least important

19. Eat &Drink (20%)
Thirsty (29%)
 67% European
 2.00 visits per week
 Food & drink availability
Opening hours, amenities & PMV
 69% Asia
 2.69 visits per week
 Beverage quality and price
Product variety, amenities & PMV
Hard to please (11%)
Practical (22%)
 60% Asia
 1.20 visits per week
 Best food quality at good prices, but also…
 F&B variety and availability, service and queues
Amenities and payment methods variety
 50% Latam
 2.80 visits per week
 Manteinance, queue and price
 Opening hours, amenities and PMV
Staff friendliness, beverage variety
Alert Frequents (18%)
 50% Latam
 4.50 visits per week
 F&B quality, variety and availability
Payment alternatives, amenities and maintenance
Price (show greater W2P)

20. Regression Model – Enter Method (Exploratory)
1. Staff empathy/friendliness
2. Staff courtesy
3. Beverage variety
4. Snacks variety
5. Beverage availability
6. Snacks availability
7. Beverage quality
8. Snacks quality
9. Price
10.Amenities availability
11.Payment methods variety
12.Queue management
13.Opening hours
14.The cafeteria´s maintenance
Satisfaction with Simply to Go
R2 = 0.75
Adjusted R2 = 0.63

21. Regression Model – Stepwise Method
Predictors
1. Staff courtesy (SC)
2. Queue management (QM)
3. Payment methods variety (PMV)
Beta Standardized coefficients
1. SC = 0,426
2. QM = 0,364
3. PMV = 0,311
Function
SwStG = -0.631 + 0.426 SC + 0.346
QM + 0.267 PMV
Satisfaction with Simply to Go
(SwStG)
R2 = 0.65
Adjusted R2 = 0.63
* Stepwise to address possible multicollinearity
* Durbin Watson coefficient = 1,972 (No autocorrelation)
* Residual Plots to check heterocedasticity
(didn´t have trumpet shape)

22. Some specific satisfaction attributes showed correlations >= 0,70
Staff empathy/friendliness & Staff courtesy
0,96
Beverage variety & Beverage availability
0,81
Beverage variety & Beverage quality
0,79
Beverage variety & Price
0,72
Beverage quality & Beverage availability
0,73
Snacks availability & Beverage availability
0,84
Snacks availability & Snacks variety
0,80
Snacks availability & Beverage variety
0,75
Snacks quality & Snacks variety
0,80
Snacks quality & Snacks availability
0,75

23. Residual Plots to check heterocedasticity

24. Satisfaction 2 (aspects ordered by INFERED importance)
6
Average (1 - 6)
5
TB (Very Satisfied)
70%
T2B (Very Satisfied + Satisfied)
60%
58%
50%
4
40%
40%
3
30%
2
18%
18%
20%
22%
18%
1
11%
7%
0
+
20%
18%
2%
0%
2%
IMPORTANCE
4%
4%
4%
0%
4%
7%
10%
0%
-

25. Final recommendations

26. Recommendations
To increase satisfaction
 Focus on staff courtesy
(Ensure staff follows an standardized attendance
procedure and eager them to be more responsive)
(Impact on Hard to Please)
Enhance queue management
(StG knows very well peak and valley times; so they
can adapt the layout at these times to have more
personal attending and checking out)
(Higher impact on Practicals)
Ensure payment methods variety
(Cut the credit / debit card threshold restriction or
develop another alternatives like self payment)
(Higher impact on Alert Frequents)
To increase visits
 Discount program that rewards
loyalty (In general).
Simply2Go card that accumulates
points with every visit (Alert Frequents).
Increase the availability of the most
consumed products (Eat & Drink).
 Increase perceived value and product
diferentiation. (Thirsty, H2P and Alert Frequents)