But collectively, service-related touchpoints - such as how courteous or responsive the wait staff are, how easy it is to make a reservation or an order - form a significantly stronger driver of a customer's overall satisfaction than food quality alone.
This means that while it is obvious that F&B businesses have to focus on improving food quality, there are other service-related elements which, when put together, may be a stronger lever to influence customer satisfaction, says Marcus Lee, the academic director of the Institute of Service Excellence at the Singapore Management University (ISES).
"The savvy restaurateur appreciates that customers do not consume their food in a vacuum, and that the dining experience plays a significant role in their overall satisfaction," he says.
Link:
https://www.smu.edu.sg/sites/default/files/smu/news_room/smu_in_the_news/2013/bt...