Customer Satisfaction Research Report
Customer Satisfaction Research Report
Executive Summary Rockin’ Rubies is a well known national chain restaurant with a loyal customer base, which is known for its business style atmosphere and family dining flair. In the past year, the corporation has seen a marked decline in sales. The decline in sales is exponentially increasing as every fiscal quarter passes by. The reason for the decline in sales is unknown to the corporation at this time. The restaurant has not changed locations or menu options within the past several years. The theorized root cause of the problem is poor customer satisfaction. Customer satisfaction is the key to customer retention, new customer development and increased sales for the corporation. The objective of the research is to determine whether or not customer satisfaction is the issue, and if so, to define what customer satisfaction means to Rockin’ Rubies clientele, and develop a plan for improvement and increased sales. The research team has defined the problem, outlined the focus of the research, and thoroughly reviewed the 10 articles on customer satisfaction that encompassed the research literature. The team then determined the design and methodology of the plan to investigate the hypothesis, using 11 key indicators derived from the research literature. A survey was developed and distributed via various media outlets and several focus groups were orchestrated. There has been a high level of participant response to the research inquiries. While the data is currently under review by the team of six researchers, the expected outcome is that the original hypothesis of poor customer satisfaction will be confirmed. The team is also proactively developing a list of recommendations to improve the overall satisfaction of Rockin’ Rubies customers and ultimately increase profits to the corporation’s bottom line.
Introduction The research for this report is focusing on customer satisfaction within the restaurant
Executive Summary Rockin’ Rubies is a well known national chain restaurant with a loyal customer base, which is known for its business style atmosphere and family dining flair. In the past year, the corporation has seen a marked decline in sales. The decline in sales is exponentially increasing as every fiscal quarter passes by. The reason for the decline in sales is unknown to the corporation at this time. The restaurant has not changed locations or menu options within the past several years. The theorized root cause of the problem is poor customer satisfaction. Customer satisfaction is the key to customer retention, new customer development and increased sales for the corporation. The objective of the research is to determine whether or not customer satisfaction is the issue, and if so, to define what customer satisfaction means to Rockin’ Rubies clientele, and develop a plan for improvement and increased sales. The research team has defined the problem, outlined the focus of the research, and thoroughly reviewed the 10 articles on customer satisfaction that encompassed the research literature. The team then determined the design and methodology of the plan to investigate the hypothesis, using 11 key indicators derived from the research literature. A survey was developed and distributed via various media outlets and several focus groups were orchestrated. There has been a high level of participant response to the research inquiries. While the data is currently under review by the team of six researchers, the expected outcome is that the original hypothesis of poor customer satisfaction will be confirmed. The team is also proactively developing a list of recommendations to improve the overall satisfaction of Rockin’ Rubies customers and ultimately increase profits to the corporation’s bottom line.
Introduction The research for this report is focusing on customer satisfaction within the restaurant