Survey Description
Customer satisfaction surveys are an essential part of the service industry. This should give a clear idea of how the client perceives the quality of the services provided, as well as knowledge of what needs to be done to keep the client loyal and satisfied. Research shows that brand quality is directly related to restaurant revenue. Understanding your customers helps you develop and improve your customer experience.
This article analyzes a customer survey conducted at the Santa Fe Grill. The survey received 450 responses. This article examines customer demographic profiles, restaurant preferences, decision criteria, and satisfaction rates.
Restaurant Aspects Important to Santa Fe Customers
Overall, the arithmetic mean of respondents’ responses to restaurant selection factors indicates that the restaurant’s atmosphere was the most crucial factor that respondents considered necessary. Respondents rated the atmosphere factor at an average of 3.32 points with a standard deviation of 0.71. This indicates that most respondents consider a restaurant’s atmosphere to be one of the most important factors when choosing a restaurant. Client choice is observed in other empirical studies.
The next important factor is the restaurant service. However, the standard deviation of the “service” factor indicates that the answers to this question can vary greatly. However, food quality was rated as the least relevant factor when selecting a restaurant.
Survey Questions and Responses
The survey questionnaire consisted of 35 questions, of which six were categorical, four focused on understanding restaurant choice factors, four measured relationships, ten assessed customer perceptions of Santa Fe restaurant services, 11 lifestyle questions, and the first four simple introductory screenings.
Here are the answers to the first question: Respondents regularly eat at ordinary restaurants. All 450 respondents said they had eaten at a Mexican restaurant in the past six months. Of the 450 respondents, 99.8% said they had an annual household income of $15,000 or more. When asked which Mexican restaurant they had recently visited, 62.9% answered.
Result-Based Recommendations
Thus, the target marketing of the Santa Fe Grill restaurant should be aimed at people aged 25 to 39 with an average income living within an 8 km radius of the restaurant. In addition, young people aged 18 to 25 and people aged 50 and over are more likely to eat out, and it can be seen that young and older adults are more likely to eat out than middle-aged and older people. Known factors influencing customer decisions are restaurant atmosphere, price, and service.
One must pay more attention to these three factors to make one’s restaurant more successful. In addition, friendly staff and large portions were criteria that satisfied low-income respondents more, while high-income respondents were more interested in knowledgeable staff and prices. Restaurant service may look different for everyone, but for Santa Fe, focus on the restaurant’s atmosphere to attract locals, improve the atmosphere and customer experience, and set competitive prices. Santa Fe Grill, 37.1%, said Joe, Southwest Grill. Judging by the first answer, most respondents preferred the Santa Fe grill.