Evaluating and enhancing customer experience : case study of Seoul88

Abstract

The main aim of the thesis was to the evaluation and enhancement of customer experience at Seoul88, to enhance its customer satisfaction, service quality and expectation in a competitive hospitality market. The study discovers key factors that influencing customers satisfactions, including elements attracting customers, unique features differentiating Seoul88 and the challenges impacting the customer experience. By examining the alignment between the customer expectation and actual experience, the research provided the insight into Seou88 strength and areas of improvement. The research was driven by the recognition that a memorable customer experience was essential for sustaining a competitive advantage in the restaurant market.

Quantitative approach has been used as a research methodology where online survey and Net Promoter Score measurement were used to collect the data. The research followed the SERVQUAL model, EDT and SOR model, while the survey featured with multiple choice, scale based and open-ended questions to measure the service quality, satisfaction and expectations. Conducted on a mobile responsive platform with ensured anonymity, the data analysis highlighted seoul88, strengths and areas enhancement.

Based on the survey finding, the thesis proposed several targeted strategies key findings to identified weakness, including enhancing staff training to improve service consistency, expanding menu options and implementing digital feedback system to capture real time customer view. These initiatives aim to increase customer satisfaction and strength restaurant position in market.

The result offered actionable recommendations for Seoul88 to maintain its competitiveness in the restaurant industry. The major result of the thesis is, it suggests to focused on the service quality, menu diversification and cultural authenticity. By focusing on the areas, the restaurant can enhance the customer loyalty, enhance new customer and ensure long term success. This research provides to the broader field of customer experience management in hospitality sectors, adjusting the business operations as per customers’ expectations.