Customer Experience Handbook for high-end restaurants' takeaway products
Heininen, Minka (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020111622961
https://urn.fi/URN:NBN:fi:amk-2020111622961
Tiivistelmä
The project was originally inspired by COVID-19 and the difficulties the restaurant industry has faced ever since the pandemic started. The effects of COVID-19 and the restrictions have had in Finland, how high-end restaurants have used takeaway as a part of their concepts to keep their businesses running, how people started using the term “support your local” to support businesses, and how restaurants could offer a little “staycation” to customer through takeaway solutions.
The aim of this thesis is to help develop takeaway and delivery food into a real service and improved experience and enhance the customer experience. This is done by providing a customer experience handbook for high-end restaurants’ takeaway and delivery food products in the Helsinki metropolitan area. The customer experience handbook brings together the knowledge and insights from theoretical frameworks, conceptual models, quantitative and qualitative research methods and their findings, and background context analysis.
This paper examines customer experience from the perspective of experience design. The theoretical foundation for this thesis has been created by doing desk research on the literature review. Quantitative research was conducted among potential customers to gain understanding for the developed product and semi-structured and structured interviews were conducted to better understand the perspective of the professionals and restaurants. Overall, the author used service design process for the product development.
The customer and professional interviews as well as the other research conducted revealed that there is clearly a market for high-quality restaurant takeaway and delivery food. Moreover, the results have shown that pre-made dinner packages and multiple course menus are the future of takeaway and delivery food, and the focus of high-end restaurants and the development should reflect this. They enhance the customer experience and help turn takeaway and delivery food into an actual, high-quality service that enables new, meaningful, and memorable customer experiences.
This thesis was written, and the product created in the Autumn 2020. The Customer Experience Handbook is a 12-page visually appealing document, presenting the insights combining the theoretical frameworks and models, customer survey, professional interviews, service design, and the authors own ideas. The content is divided under six headlines: 1) wants, needs and motivations, 2) values and expectations, 3) ordering, packaging, and delivering, 4) service and experience, 5) designing experiences, and 6) marketing.
The aim of this thesis is to help develop takeaway and delivery food into a real service and improved experience and enhance the customer experience. This is done by providing a customer experience handbook for high-end restaurants’ takeaway and delivery food products in the Helsinki metropolitan area. The customer experience handbook brings together the knowledge and insights from theoretical frameworks, conceptual models, quantitative and qualitative research methods and their findings, and background context analysis.
This paper examines customer experience from the perspective of experience design. The theoretical foundation for this thesis has been created by doing desk research on the literature review. Quantitative research was conducted among potential customers to gain understanding for the developed product and semi-structured and structured interviews were conducted to better understand the perspective of the professionals and restaurants. Overall, the author used service design process for the product development.
The customer and professional interviews as well as the other research conducted revealed that there is clearly a market for high-quality restaurant takeaway and delivery food. Moreover, the results have shown that pre-made dinner packages and multiple course menus are the future of takeaway and delivery food, and the focus of high-end restaurants and the development should reflect this. They enhance the customer experience and help turn takeaway and delivery food into an actual, high-quality service that enables new, meaningful, and memorable customer experiences.
This thesis was written, and the product created in the Autumn 2020. The Customer Experience Handbook is a 12-page visually appealing document, presenting the insights combining the theoretical frameworks and models, customer survey, professional interviews, service design, and the authors own ideas. The content is divided under six headlines: 1) wants, needs and motivations, 2) values and expectations, 3) ordering, packaging, and delivering, 4) service and experience, 5) designing experiences, and 6) marketing.