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Customer Satisfaction and University Foodservice

Customer Satisfaction and University Foodservice. Continuous Quality Improvement Project Ashley Bryant The University of Southern Mississippi. Overview. Background Literature Review Methodology Results Discussion Recommendations Questions. Background.

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Customer Satisfaction and University Foodservice

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  1. Customer Satisfaction and University Foodservice Continuous Quality Improvement Project Ashley Bryant The University of Southern Mississippi

  2. Overview • Background • Literature Review • Methodology • Results • Discussion • Recommendations • Questions

  3. Background • The Fresh Food Company (FFCo) on The University of Southern Mississippi (USM) campus is operated by ARAMARK • Eagle Dining’s “premiere residential restaurant” • Convenient location that offers a variety of foods • ‘All-you-care-to-eat’ dining at 10 featured stations • Open weekdays 7:00 am- 8:00 pm • Lunch/Dinner $8.99 with cash or $7.99 with Dining Dollars

  4. Background • 2:00-4:00 pm considered “snack period” • Sizzle offers hot menu items made-to-order • Management hopes students view snack period at Sizzle as opportunity for fresh-cooked meal at any time of the day

  5. Problem & Objectives • Problem: • Negative feedback from students regarding Sizzle station during 2:00-4:00 pm snack period • Objectives: • Determine issues contributing to customer dissatisfaction • Determine areas for quality improvement based on data collected and current literature

  6. Literature Review • The most important effects on customer satisfaction: • Customer service, food quality, and atmosphere (Baden & Spiller, 2009) • Food quality—including freshness, appearance, nutrition, quality of food is consistent, and taste (Kim, Moreo, & Yeh, 2004) • Food variety, taste, and offering nutritional information about menu items (Hyeja, Tongkyung, & Mattila, 2005) • Food taste, menu item, consistency of taste, freshness, frequency of preference, combination of main menu and side menu, and quality of material (Kim, Lee, & Yuan, 2012) • Customer experience impacts satisfaction and customer visits (Choi, Wilson, & Fowler, 2013)

  7. Process

  8. Fishbone Diagram

  9. Process • Protocol is that food items are made-to-order during snack • Students place order with cook • The cook is to prepare, plate, and serve food items to student • When one employee is in station • Responsible for taking orders, retrieving foods from storage, preparing foods, & distributing foods to customers • When two employees are in station • Second person helps take orders, retrieve food from storage, prepare fries, plate hamburgers, & distribute foods to customers

  10. Sizzle

  11. Proposed Hypotheses • Made-to-order production time is resulting in long lines • Students are not aware that food is made-to-order • Students are dissatisfied with the food items offered

  12. Methods • Data collection October 23rd-24th and October 28th-29th from 2:00-4:00 pm • Sources of data: • Observance and timing of customers • Observance and timing of food production • Production sheets • Customer survey • All results were averaged for four-day period

  13. Methods • Survey • Included six questions & a comment section • Students ordering from Sizzle randomly selected • Staff and students not ordering from Sizzle were excluded • Survey responses were averaged • The goal was 50 surveys; however only 46 usable surveys were returned • Production sheets were assessed to determine popularity of food items • Observational study • Production time and customer time in line • Customers were chosen at random • Approximately 20 customers were observed each day

  14. Data Collection Tool

  15. Survey Results • 18 of 46 (39%) satisfied • 5 of 46 (11%) not satisfied • 23 of 46 (50%) neutral

  16. Survey Results

  17. Survey Results

  18. Production Sheet Results • Notes: • Chips were not offered on October 23rd, 24th, or 28th • The production numbers were lower than usual on October 23rd and October 24th.

  19. Observational Study Results • The 4-day average customer wait time was 3 minutes • Longest wait time over data collection period was 7 minutes • Average time for hamburger production was 7 minutes • Current practices do not follow reported protocol for made-to-order • Procedure inconsistent and varies daily depending on worker • Interviews and observations suggest line is more efficient with second employee in station

  20. Discussion • Hypothesis: Made-to-order production time is resulting in long lines • Station is not actually following made-to-order protocol • Only 11% felt line was too long • Average wait time was 3 minutes • Hypothesis: Students are not aware that food is made-to-order • Majority of students (63%) are unaware • Hypothesis: Students are dissatisfied with the food items offered • Majority of students (56%) dissatisfied with food options

  21. Recommendations • Consistency of service • Production and service should be consistent with policies and procedures • If snack period is marketed as made-to-order, foods should be prepared in that manner • If facility chooses to prepare food ahead of time, period should no longer be marketed as made-to-order

  22. Recommendations • Marketing • If made-to-order concept continues, the snack period should be marketed as a time students can come in for a fresh-cooked meal that is made-to-order • Dissatisfaction with waiting could likely decrease as student awareness increased

  23. Recommendations • Expand Menu Variety • Dissatisfaction with food options offered • No suggestions received a majority of votes • Further research needed • Possibly add menu option • Serve different items each day • Several requested healthier options • Baked or grilled lean protein sources • Whole grain breads • Research why students are not ordering the garden burger • Better marketing • Removal from menu

  24. Conclusion • Dissatisfaction with menu variety is biggest problem • Current literature suggests menu variety one of main contributors to customer satisfaction • Further research needed to determine what options to add

  25. References • Choi, E., Wilson, A., & Fowler, D. (2013). Exploring customer experiential components and the conceptual framework of customer experience, customer satisfaction, and actual behavior. Journal of Foodservice Business Research, 16(4), 347-358. doi:10.1080/15378020.2013.824263 • Hyeja, C., Tongkyung, K., & Mattila, A. S. (2005). A case study to determine the impact of offering selective menus on customer satisfaction in a health-care foodservice operation. Journal of Foodservice Business Research, 8(1), 53-77. doi:10.1300/J369v08n01-05 • Kim, H., Lee, S., & Yuan, J. (2012). Assessing college students' satisfaction with university foodservice. Journal of Foodservice Business Research, 15(1), 39-48. doi:10.1080/15378020.2011.624048 • Kim, Y.S., Moreo, P. J., & Yeh, R. M. (2004). Customers' satisfaction factors regarding university food court service. Journal of Foodservice Business Research, 7(4), 97-110. doi:10.1300/J369v07n04-05 • Lülfs-Baden, F., & Spiller, A. (2009). Students' perceptions of school meals: A challenge for schools, school-meal providers, and policymakers. Journal of Foodservice, 20(1), 31-46. doi:10.1111/j.1748-0159.2008.00121.x • The Fresh Food Company (n.d.). Retrieved October 29, 2013 from http://www.campusdish.com/en-US/CSS/UnivSouthernMS/Locations/FreshFoodCompany.htm

  26. Thank you for your time and attention! Any questions?

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