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LaRC Cafeteria Kano Survey Brief

LaRC Cafeteria Kano Survey Brief. Background. LaRC Exchange Council formed a blue ribbon panel to improve cafeteria services This panel was set up to Develop and administer a center wide needs assessment survey Conduct focus groups 

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LaRC Cafeteria Kano Survey Brief

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  1. LaRC CafeteriaKano Survey Brief

  2. Background • LaRC Exchange Council formed a blue ribbon panel to improve cafeteria services • This panel was set up to • Develop and administer a center wide needs assessment survey • Conduct focus groups  • Develop a Cafeteria Strategic Business Plan based on the results of the the survey and subsequent focus groups • Kano Survey and Analysis was the methodology chosen to address the survey needs • Cafeteria key features were used to develop survey

  3. What is a Kano Survey and Analysis? • “Voice Of the Customer” tool used to confirm and categorize Critical To the Customer (CTC’s) requirements • Allows mapping of CTC’s into different dimensions of customer satisfaction • Questions are written as “pairs” - functional and dysfunctional • The results of each pair are then classified based on the response • Must-be - “Givens” or “table stakes”. Will create significant dissatisfaction if these expectations are not met • 2. Attractive – Provide unexpected excitement and satisfaction – the “wow” factor. These features can delight the customer • 3. One Dimensional – “More / less is better” • 4. Indifferent – Produce a “who cares?” reaction if the feature is there or not.

  4. What does a Kano survey question look like?   1a.   If the cafeteria offered Home Style hot lunches, how do you feel?                   I Like it that way            I expect it that way             I am neutral             I can live with it that way            I dislike it that way     1b.   If the cafeteria did not offer Home Style hot lunches, how do you feel?                    I Like it that way             I expect it that way             I am neutral             I can live with it that way            I dislike it that way     How important is the home style lunch feature? Totally Unimportant      Very Important      1   2   3   4   5   6   7   8   9

  5. Survey Statistics and Demographics • Survey Statistics • Population 3500 • Surveys 635 • Error +/- 3.5% • Confidence 95%

  6. Executive Summary – Survey Results IndifferentLow Carb hot itemsMake your own sandwichesSelf Serve ice creamSmoothies Off Peak time discounts Exhibition Cooking International Buffett Pizza Cooked to order items Latte and Espresso One Dimensional Home Style Hot Lunch Vegetable Entre Made to Order Sandwiches  Soup, Salad Fruit Bar < $6 for lunch < 5 min to select and Pay Attractive< $3 Breakfast Discount Cards Market SegmentationSmoothies (Female – Attractive) Food and beverage throughout day (Female – Attractive) Focus GroupCall in order Grab and Go Items Credit / Debit card payment

  7. Survey Results – Home Style Hot Lunch? • Importance Ranking • Male – 6 • Female – 6 • Overall – 5 • Classification • Male – One Dimensional • Female – One Dimensional • All – One Dimensional • Overall Recommendation • Classify as One Dimensional Feature • One Dimensional – “More / less is better” Male Female All

  8. Survey Results – Vegetable Entrees • Importance Ranking • Male – 7 • Female – 4 • Overall – 7 • Classification • Male – Indifferent • Female – One Dimensional • All – One Dimensional • Overall Recommendation • Classify as One Dimensional Feature • One Dimensional – “More / less is better” Male Female All

  9. Survey Results – Low Carb Hot Items • Importance Ranking • Male – 16 • Female – 8 • Overall – 11 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” reaction if the feature is there or not Male Female All

  10. Survey Results – Hot Sandwiches • Importance Ranking • Male – 5 • Female – 5 • Overall – 4 • Classification • Male – One Dimensional • Female – One Dimensional • All – One Dimensional • Overall Recommendation • Classify One Dimensional • One Dimensional – “More / less is better” Male Female All

  11. Survey Results – Make Your Own Sandwiches • Importance Ranking • Male – 20 • Female – 18 • Overall – 19 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” reaction if the feature is there or not • Note – Very large number “R”s. Interpret as customers view not having this feature as a positive Male Female All

  12. Survey Results – Made To Order Sandwiches • Importance Ranking • Male – 4 • Female – 7 • Overall – 6 • Classification • Male – One Dimensional • Female – One Dimensional • All – One Dimensional • Overall Recommendation • Classify as One Dimensional • One Dimensional – “More / less is better” Male Female All

  13. Survey Results – Grab And Go Sandwiches etc... • Importance Ranking • Male – 9 • Female – 9 • Overall – 8 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” reaction if the feature is there or not • Note – A focus group should be considered here due to it’s rank and the % that view it as a positive feature Male Female All

  14. Survey Results – Call In Orders • Importance Ranking • Male – 13 • Female – 11 • Overall – 12 • Classification • Male – Indifferent • Female – Attractive • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” reaction if the feature is there or not • Note – A focus group should be considered here due to the % that view it as a positive feature Male Female All

  15. Survey Results – Soup, Salad, and Fruit Bar • Importance Ranking • Male – 3 • Female – 1 • Overall – 2 • Classification • Male – One Dimensional • Female – One Dimensional • All – One Dimensional • Overall Recommendation • Classify as One Dimensional • One Dimensional – “More / less is better” Male Female All

  16. Survey Results – Self Serve Ice Cream • Importance Ranking • Male – 19 • Female – 19 • Overall – 20 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  17. Survey Results – Smoothies • Importance Ranking • Male – 21 • Female – 16 • Overall – 21 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” • Note – Could be considered “Attractive” to females. Market segment consideration should be given Male Female All

  18. Survey Results – < 5 Minutes To Select Food And Pay • Importance Ranking • Male – 2 • Female – 3 • Overall – 3 • Classification • Male – One Dimensional • Female – Attractive • All – One Dimensional • Overall Recommendation • Classify as One Dimensional • One Dimensional – “More / less is better” Male Female All

  19. Survey Results – < $3 For Breakfast • Importance Ranking • Male – 8 • Female – 13 • Overall – 9 • Classification • Male – Attractive • Female – Attractive • All – Attractive • Overall Recommendation • Classify as Attractive • Attractive - Provides unexpected excitement and satisfaction – the “wow” factor. These features can delight the customer Male Female All

  20. Survey Results – < $6 For Lunch • Importance Ranking • Male – 1 • Female – 2 • Overall – 1 • Classification • Male – One Dimensional • Female – One Dimensional • All – One Dimensional • Overall Recommendation • Classify as One Dimensional • One Dimensional – “More / less is better” Male Female All

  21. Survey Results – Discount Cards • Importance Ranking • Male – 10 • Female – 14 • Overall – 14 • Classification • Male – Attractive • Female – Attractive • All – Attractive • Overall Recommendation • Classify as Attractive • Attractive - Provides unexpected excitement and satisfaction – the “wow” factor. These features can delight the customer Male Female All

  22. Survey Results – Off Peak Time Discounts • Importance Ranking • Male – 15 • Female – 20 • Overall – 16 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  23. Survey Results – Credit Or Debit Card Payment • Importance Ranking • Male – 11 • Female – 10 • Overall – 10 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” • Note – A focus group should be considered here due to the % that view it as a positive feature Male Female All

  24. Survey Results – Food & Beverage Throughout The Day • Importance Ranking • Male – 12 • Female – 12 • Overall – 13 • Classification • Male – Indifferent • Female – Attractive • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” • Note – Is considered “Attractive” to females. Market segment consideration should be given Male Female All

  25. Survey Results – Exhibition Cooking • Importance Ranking • Male – 22 • Female – 23 • Overall – 23 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  26. Survey Results – International Buffet • Importance Ranking • Male – 17 • Female – 21 • Overall – 18 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  27. Survey Results – Pizza • Importance Ranking • Male – 14 • Female – 15 • Overall – 15 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  28. Survey Results – Cooked To Order Items • Importance Ranking • Male – 18 • Female – 17 • Overall – 17 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  29. Survey Results – Latte And Espresso • Importance Ranking • Male – 23 • Female – 22 • Overall – 22 • Classification • Male – Indifferent • Female – Indifferent • All – Indifferent • Overall Recommendation • Classify as Indifferent • Indifferent – Produces a “who cares?” Male Female All

  30. Survey Results – Self Stated Importance Rankings

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