Assessing Customer Experience Through Service Improvement Initiatives

Abstract

Given the unpredictable nature of customer expectations, ongoing research is crucial to understanding and meeting their needs, especially in competitive sectors like the restaurant industry. This study investigates the impact of service quality on Ravintola Mount Nepal OY, a restaurant located in Espoo and Kerava, Finland, with a specific focus on customer satisfaction. A questionnaire containing 20 items was developed based on a review of the literature to collect the required data. Utilizing a mixed-methods approach, the study collects data through customer surveys, and observational analysis to gain comprehensive insights into customer perceptions. The questionnaire was used to gather information on a variety of topics, including price, staff friendliness, responsiveness, food quality, cleanliness, menu clarity, and ambience. Every questionnaire form was placed on a table, and clients were free to fill it out and place it in the designated box. 50 responders with age groups below 40, and 40 and above, and roughly equal distribution in gender, from the restaurant usual opening hours were chosen at random from three full-service Ravintola Mount Nepal OY. The data collected was tabulated and analyzed using spearman's rank correlation to determine the relationship among the service quality attributes through MS Excel.

The results shows different degrees of association between each pair of service quality variables by the heat map's arrow and a color gradient. The matrix identifies that the dining experience is most strongly influenced by recommend others and return likelihood followed by correlations involving dining experience, ambience, and value for money. Food quality, ambience, and staff friendliness significantly shape perceptions of value and overall satisfaction, highlighting the importance of a cohesive dining atmosphere. Moderate correlations for order accuracy and service speed underline their role in enhancing efficiency and customer trust.

The restaurant can enhance customer satisfaction by addressing neutral feedback on food quality, value for money, and safety through targeted improvements in menu refinement, promotions, and clearer safety protocols. Maintaining strengths in cleanliness, order accuracy, ambience, and staff friendliness, alongside reducing waiting times through operational efficiencies, is essential. Tailored strategies for different demographics and loyalty programs can further boost return likelihood and recommendations. Prioritizing dining experience, food quality, and ambience ensures a cohesive, memorable experience that fosters customer retention and positive word-of-mouth.