What food court customers expect
The customer satisfaction survey commissioned by the Institute of Service Excellence @ SMU (ISES) found that food quality, cleanliness, staff manners and accuracy of orders are primary issues of customers at the food court. The study also found that the top 10 of the 30 companies measured across the F&B and tourism sectors scored well simply by meeting their customers' expectations. Assistant Professor of Marketing (Practice) and ISES Academic Director Marcus Lee said that companies should focus on understanding customers' needs and wants. "It is always possible to try to outdo customers' expectations by offering 20 items on the menu instead of 10. But rather than throwing in the kitchen sink, it is more important to understand customers' priorities," he added.
Last updated on 22 Nov 2012.