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麗玲 發問時間: 社會與文化語言 · 7 年前

求英文高手.

Experience is Everything

Fancy table linens and candles aren’t typically found in most quick-service restaurants, but incorporating them could be the secret to a happier customer. During a recent Cornell study, one group of customers ate in a standard dining room at a Hardee’s restaurant in Champaign, Illinois. A second group dined in a Hardee’s resembling a fine-dining restaurant with linen tablecloths, candles on the table, and soft jazz music playing. Customers in both groups ordered the same amount of food from the menu, but patrons in the fine-dining section rated the food quality higher. “When you elevate the environmental experience, you certainly increase satisfaction,” says Dennis Lombardi, executive vice president of foodservice strategies at WD Partners. He says results stem from the halo effect: When one attribute of an experience is improved, it increases satisfaction in other areas.

Going so far as to incorporate linen tablecloths isn’t practical or even desired in most quick-service restaurants, but simple changes can increase satisfaction, says Brian Wansink, co-author of the study. “One of the easiest changes you can make is to play slow and quiet music, such as jazz standards,” he says. He also suggests adding indirect lighting in the dining room .

“Operators should be looking at anything and everything that might enhance the frequency of visits and purchases,” Lombardi says.

已更新項目:

Technology: Ordering in HD

In-restaurant technology investments are no longer limited to just back-of-the-house operational initiatives or POS systems; increasingly, restaurants are turning to technology investments that directly improve guest experience.

2 個已更新項目:

Using iPads creatively and installing WiFi are two steps restaurants can take. Furthermore, digital menus will allow restaurants to more easily run tests regarding menu layout, messaging, pricing, and promotions.

2 個解答

評分
  • 7 年前
    最佳解答

    體驗就是一切

    通常,精美台佈和蠟燭都沒有發現的最快速服務的餐廳,但將一個快樂的客戶,他們可能是秘密。在最近的一次康奈爾大學的研究,一個哈迪斯的餐廳在伊利諾州香檳,在一個標準的餐廳要了一組客戶。第二組​​在一個哈迪斯的類似亞麻桌布,桌子上的蠟燭,軟的爵士音樂演奏的一個高級餐廳共進晚餐。在這兩個群體的客戶訂購了相同數量的食物從菜單中,但顧客在精緻優雅的部分額定食品質量更高。 “當你提升的環保經驗,你肯定會增加滿意,說:”餐飲業的戰略執行副總裁丹尼斯·隆巴迪,在WD合作夥伴。他說,,結果源於暈輪效應:當一個屬性的經驗進行了改進,它增加了在其他方面的滿意度。

    至今將亞麻桌布是不實際的,甚至需要在最快速服務的餐廳,但簡單的改變可以提高滿意度,布賴恩萬辛克說,該研究的合著者。 “其中一個最簡單的修改,就可以發揮緩慢而安靜的音樂,如爵士樂,”他說。他還建議說,在飯廳的間接照明。

    “運營商應該看什麼,和一切可能提高參觀和購買的頻率,”隆巴迪說。“

    參考資料: 自己看過的
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  • 匿名使用者
    5 年前

    想像餐布蠟燭通常不會在大多數快餐店發現,但結合他們可能是讓顧客快樂的秘訣。在康奈兒的研究中,一組顧客在依利諾伊香槟校區的一間Hardee’s標準飯廳吃飯,第二組吃飯在一個高級餐廳使用亞麻桌布,在餐桌上擺放蠟燭,還有柔和的爵士音樂演奏,兩組顧客都是一樣的菜單,但是對高級餐廳的評價更高。在WD合作夥伴餐飲服務戰略的執行副總裁丹尼斯·隆巴迪說:「當你提升環境的體驗,你當然可以提高滿意度。」他說結果來自於光暈效應:當一個品質的體驗改善,他在其他方面也會提高滿意度。

    迄今大多數快餐店不使用亞麻桌布,但是簡單的改變可以提高滿意度,該共同研究的合作者布賴恩·萬辛克說。「其中一個最簡單的改變是放緩慢而安靜的音樂,如爵士樂」他說。他還建議在餐廳裡有間接照明。

    經營者應該看任何可提高顧客上門消費的次數。”隆巴迪說。

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