Firstly, the service performance gap. Many customers that have ate at Yummy Café have the same complaint which is about the waiting time for the food. So, we need to do a research on what is the exact waiting time at Yummy Café? Is the waiting time really too long? What is the time customer excepted? We also want to know the service attitude of Yummy Café.
Secondly, the quality of the foods. We have read different kinds of evaluation of the food’s quality on google, some said excellent and some said terrible. We want to know the percentage of each kinds of evaluations and what’s the reason lead to that result? Is that because of the customer’s nationality, ages or the time of eating effect the quality of making the foods?
By identifying the two problems Yummy café is facing, we develop the research program which have three units: a post-transaction survey, a mystery shopping program and an interview.
We are mainly doing the research by the post-transaction survey. The reason of doing this because its advantages fit our purpose very well. It is a process that can conduct a large-scale investigation, which can lead a more accurate result. It is also a process saves time, money and manpower, not like interview that need a lot of time to do, a survey can be done in 3 minutes and multiple people can do it at the same time. It’s also not like mystery shopping, it doesn’t need us to pay money for the shopper to actually experience the service. And the most important advantage of survey is that the result can be easy to quantify, statistical processing and analysis. We can easily find out what is the true problem Yummy Café is facing.
The reason we also do interview is that we need details of the problems, not only the problems Yummy Café have, but also how customer thinks about the issue. We are going to do the mystery shopping by we own, we want to experience the service and foods by our own and that can lead us to how we can fix the problems more directly.
In conclusion, we are going to use post-transaction survey, interview and mystery shopping to find out the situation of Yummy Café’s service gap and food quality. And then we can analyze the data we receive from research to fix the problems.
The following is the survey and the interview questions.
Questionnaire
1. Are you Penn State student?
A. Yes B. No
2. Where do you come from?
A. China B. America C. Europe D. Other Asian countries
3. What is the average time you waited to be seated at Yummy Café?
A. Less than 1 mins B. 1-3 mins C. 3-5 mins
D. longer than 5 mins
4. What is the maximum time you can wait to be seated?
A. Less than 1 mins B. 1-3 mins C. 3-5 mins
D. longer than 5 mins is ok
5. How long does it take for Yummy Café serving your dishes?
A. Less than 5 mins B. 5-10 mins C. 10-15 mins
D. More than 20 mins
6. What do you expect to get from the server? (can choose more than one answer)
A. Feeling of responsibility B. Smiling face
C. Clean uniform D. Quick response E. Willingness to help
F. It doesn’t matter G. other______________
7. Will the cleanness of environment affect your experience?
A. Yes, of course B. Not really C. Not at all
8. How do you assess their food?
A. Delicious B. Just so so C. Worst Chinese food ever D. Never been there
9. Which meal do you like to dine out?
A. Breakfast B. Lunch C. Dinner D. It depends
10. How long do you usually spend on dining?
A. Less than 15 mins B. 15-30 mins C. 30-60 mins
D. More than one hour
Interview questions:
a. What do you think about the waiting time including the time you get seated and the serving time at Yummy Café?
b. What do you think about Yummy Café’s service? Does it need some prove?
c. How do you think about the foods in Yummy Café and what is your favorite dish?
d. Is there any Chinese restaurant you hade ate before that you think is better than Yummy Café? Why?