Lunch customer experience factors in the restaurant business
Ala-Harja, Hanne; Pitkäkoski, Tuija; Aaltojärvi, Inari (2017)
Ala-Harja, Hanne
Pitkäkoski, Tuija
Aaltojärvi, Inari
Washington State University, Eastern Mediterranean University
2017
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201801301786
https://urn.fi/URN:NBN:fi:amk-201801301786
Tiivistelmä
This empirical research points out elements which effect lunch customers ’ experience. Successful
customer experiences are the base for a successful business. According to the Five Aspects Meal Model (FAMM) developed by Gustafsson (2006) the restaurant customers ’ experience consists of
the experience of the product, room, meeting, atmosphere and management system. The atmosphere
is a result of the other four aspects. In the case study, three focus working people groups ate lunch
twice in two different lunch restaurants. Between the first lunch and the second one microarchitectural
changes were made e.g., colours, soundscape, lunch table, trays, napkins, plates, and runners. After
the second day, the focus groups were interviewed and the interviews were transcribed.The results show that: the food itself, high quality service and room factors are the most important elements for a successful lunch experience. A good lunch was supposed to be tasty and taste like self-prepared food. A good lunch included a wide, high-quality and surprising variety of salads. The room and environment was supposed to be clean and light and transactions fast. Every group emphasized gentle meetings with the personnel. The economical indications of the customer’s experience were discussed, and some suggestions for the restaurant business and for future academic research are given.
Key Words: Food experience, FAMM, model, lunch, restaurant management
customer experiences are the base for a successful business. According to the Five Aspects Meal Model (FAMM) developed by Gustafsson (2006) the restaurant customers ’ experience consists of
the experience of the product, room, meeting, atmosphere and management system. The atmosphere
is a result of the other four aspects. In the case study, three focus working people groups ate lunch
twice in two different lunch restaurants. Between the first lunch and the second one microarchitectural
changes were made e.g., colours, soundscape, lunch table, trays, napkins, plates, and runners. After
the second day, the focus groups were interviewed and the interviews were transcribed.The results show that: the food itself, high quality service and room factors are the most important elements for a successful lunch experience. A good lunch was supposed to be tasty and taste like self-prepared food. A good lunch included a wide, high-quality and surprising variety of salads. The room and environment was supposed to be clean and light and transactions fast. Every group emphasized gentle meetings with the personnel. The economical indications of the customer’s experience were discussed, and some suggestions for the restaurant business and for future academic research are given.
Key Words: Food experience, FAMM, model, lunch, restaurant management