Cornell Restaurant Survey Tool Demonstrates Restaurants' Loyalty Power
Ithaca, NY | Using a survey at a student-operated restaurant, a new case study from Cornell's Center for Hospitality Research demonstrates the value of surveying customers generally and the additional data analysis possible from electronic surveys. The research is explained in the latest of the Cornell Hospitality Tools series, "Measuring the Dining Experience: The Case of Vita Nova," by Kesh Prasad and Fred DeMicco, who are faculty members at the University of Delaware. Although the survey software is proprietary, the survey description and applications are available at no charge from the center, http://www.hotelschool.cornell.edu/research/chr/pubs/tools/.
Guests at Vita Nova demonstrated unusual loyalty and satisfaction, probably because they were aware that students operate the restaurant. For any restaurant, the loyalty and satisfaction measures from the survey would allow managers to fine-tune operations and menus as necessary to ensure customer loyalty and to remedy any problems. The survey also tallies so-called loyalty behavior (including return visits and referrals) to gauge a restaurant's "loyalty power."
The Cornell Hospitality Tools series provides the industry with research-based methods for improving specific areas of their operations. Previously issued tools have provided mechanisms to improve managers' communications and to educate employees on issues arising from cultural differences.
Thanks to the support of the Center for Hospitality Research partners listed below, all publications posted on the center's website are available free of charge, at www.chr.cornell.edu.
About the Center for Hospitality Research
The purpose of the Center for Hospitality Research is to enable and conduct research of significance to the global hospitality and related service industries. CHR also works to improve the connections between academe and industry, continuing the School of Hotel Administration's long-standing tradition of service to the hospitality industry. Founded in 1992, CHR remains the industry's foremost creator and distributor of timely research, all of which is posted at no charge for all to use. In addition to its industry advisory board, CHR convenes several industry roundtables each year for the purpose of identifying new issues affecting the hospitality industry.
Center Members: Accenture • Access Point Financial, Inc. • Barclaycard US • Cvent • Davis & Gilbert LLP • Deloitte & Touche USA LLP • DerbySoft • Four Seasons Hotels and Resorts • Fox Rothschild LLP • Hilton Worldwide • Host Hotels & Resorts • Hyatt Hotels Corporation • IDeaS Revenue Solutions • InterContinental Hotels Group • Jumeirah Group • Marriott International • NTT DATA • Preferred Hotels & Resorts • priceline.com • PwC • The Rainmaker Group • RateGain • ReviewPro • Revinate • Sabre Hospitality Solutions • STR • Taj Hotels Resorts and Palaces • Tata Consultancy Services • Wipro EcoEnergy • Wyndham Hotel Group