How Experience Design Affects Customer Satisfaction in Restaurant Business: A Case Study of Osaka Sushi Restaurant
Hoang, Ngoc Tuong Vy (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052410829
https://urn.fi/URN:NBN:fi:amk-2021052410829
Tiivistelmä
The thesis was conducted with an agreement of Osaka Sushi Restaurant, a sushi buffet restaurant located in Koivuhaka, Vantaa. The aims of the study were: 1) to understand the relationship between restaurant experience design and customer satisfaction towards the case restaurant; 2) to develop ideas to improve restaurant experiences for the customer.
In terms of research methodology, secondary data collection was used to build a framework for the empirical research. Customer satisfaction was measured by using a survey questionnaire to collect the opinions of the existing customers.
The outcomes of the customer satisfaction survey questionnaire were mostly positive. However, there are still small aspects in four areas that require much effort to make improvements. As for the tangibles/ ambience attribute, exterior areas, parking lots, and restrooms need to be paid more attention to. Regarding service quality, the staff needs more training in terms of communications skills and attitudes. According to the survey results, food quality was the most favorable factor that attracts the customers. However, limitations in healthy food options need to be taken into consideration. Additionally, the case restaurant has relied much on word-of-mouth recommendations, but it is also necessary to invest in other marketing channels and having proper strategies for customer retention.
In terms of research methodology, secondary data collection was used to build a framework for the empirical research. Customer satisfaction was measured by using a survey questionnaire to collect the opinions of the existing customers.
The outcomes of the customer satisfaction survey questionnaire were mostly positive. However, there are still small aspects in four areas that require much effort to make improvements. As for the tangibles/ ambience attribute, exterior areas, parking lots, and restrooms need to be paid more attention to. Regarding service quality, the staff needs more training in terms of communications skills and attitudes. According to the survey results, food quality was the most favorable factor that attracts the customers. However, limitations in healthy food options need to be taken into consideration. Additionally, the case restaurant has relied much on word-of-mouth recommendations, but it is also necessary to invest in other marketing channels and having proper strategies for customer retention.