The marketing analytics project analyzed customer satisfaction with Simply to Go cafeteria services at IE Business School. A survey of 45 customers found low overall satisfaction, particularly with price, queue management, and snack variety. Cluster analysis identified 5 customer segments with differing attributes and satisfaction levels. Regression analysis found that satisfaction is predicted by staff courtesy, queue management, and payment variety. The final recommendations are to focus on improving staff courtesy, queue management, and payment options to increase overall satisfaction, and implement a loyalty rewards program and targeted product availability to increase customer visits.
4. Background Information
• Sodexo: French multinational food service company (parent company)
– One of the largest global companies
– 38% of sales comes from Continental Europe.
• Simply to Go: One of the brand that Sodexo has providing food service
– Provides wide range of products at IE Business School (sandwiches,
coffee, salad, snack)
5. The problem
Qualitative feeling – bad service
Objective measurement –
satisfaction level
Drivers?
Operations
• Waiting time (QM)
• Hour schedule
Product
• Quality
• Variety
Service
•Staff responsiveness
• Staff empathy /
friendlyness
Proper understanding of costomer
needs?
Price
Atmosphere
• Cleanliness
• Layout
• Order
6. Relevance – Why is it important?
Proper P&S
design
Customer
Knowledge
More $
Satisfaction
Loyalty
8. Data gathering procedure
Web Survey targeted to IMBA Nov 2012 intakes
31 questions
45 respondents (11.5% response rate)
Web Survey structure
Demographics
Important aspects
for a cafeteria
General
Satisfaction
Specific
Satisfaction
2 questions
14 questions
1 question
14 questions
Region /
Frequency
5 point scale
6 point scale
6 point scale
https://qtrial.qualtrics.com/SE/?SID=SV_73QNLRv11KLeV37
9. Data gathering process
The Attributes
1. Staff empathy/friendliness
2. Staff courtesy
3. Beverage variety
4. Snacks variety
5. Beverage availability
6. Snacks availability
7. Beverage quality (good taste, freshness and no harmful chemical)
8. Snacks quality (good flavor, freshness and no harmful chemical)
9. Price
10. Amenities availability (sugar, teaspon, napkins)
11. Payment methods variety (alternative to pay with different methods, without amount / threshold restrictions)
12. Queue management (no queue or fast moving queue)
13. Opening hours
14. The cafeteria´s maintenance (clean and organized)
Importance (5)
Not important at all / Somewhat important
/Important /Very important and Extremely important
Satisfaction (6)
Very dissatisfied / Dissatisfied / Somewhat dissatisfied
/ Somewhat satisfied / Satisfied and Very satisfied
10. Data analysis procedure
Descriptive and bivariate
Demographics
Important aspects for
a cafeteria
General Satisfaction
Specific Satisfaction
2 questions
14 questions
1 question
14 questions
Region /
Frequency
5 point scale
6 point scale
6 point scale
Segmentation and profiling
Regression model
15. Interpretation of result for satisfaction 1
• Service factors are not important for preference
– Product factors are more important
– Service factors indicate higher satisfaction
• In general very low customer satisfaction
– Result in infrequent visit of respondents
– Price, queue management and snack varieties are worst factors
• Customer management
– Very satisfied number of customers are low, need to work on loyalty
26. Recommendations
To increase satisfaction
Focus on staff courtesy
(Ensure staff follows an standardized attendance
procedure and eager them to be more responsive)
(Impact on Hard to Please)
Enhance queue management
(StG knows very well peak and valley times; so they
can adapt the layout at these times to have more
personal attending and checking out)
(Higher impact on Practicals)
Ensure payment methods variety
(Cut the credit / debit card threshold restriction or
develop another alternatives like self payment)
(Higher impact on Alert Frequents)
To increase visits
Discount program that rewards
loyalty (In general).
Simply2Go card that accumulates
points with every visit (Alert Frequents).
Increase the availability of the most
consumed products (Eat & Drink).
Increase perceived value and product
diferentiation. (Thirsty, H2P and Alert Frequents)