Outback Steakhouse †Customer Satisfaction Survey Essay

remote steakhouse is a multinational eatery chain operating through forth the United States and in 18 other(a) countries including Australia, Malaysia, Singapore and more more countries worldwide, ( remote chophouse, 2013). In most basic terms, remote Steakhouse could be set forth as an Australian themed steakhouse. The eating house offers a cursory dine experience with menu offering a wide variety of selections that will fit most guests preferences. As common with casual dine eating injects guests be position and served by wait staff and pay for their meal after eating.The casual dining restaurant sedulousness is highly competitive occupation with m whatsoever chain restaurants competing for the selfsame(prenominal) clients. look has shown that the demand for casual dining is driven by personal income, consumer tastes, and demographics, (Hoovers, 2013). It is of the essence(predicate) for all businesses in the casual dining labor to escort theyre meeting and ex ceeding customer expectations and demands. In order to meet those demands the familiarity moldiness learn what their customers expect from their casual dining experience. One way of reaching out to customers for discernment into their experiences and expectations is with a customer gladness brush up. node blessedness surveys be extremely measurable for all businesses selling a product or aid to consumers. checks get the pulse of your customers by revealing their satisfaction levels and preferences, (Information Week, 2008). By implementing a customer satisfaction survey the managers of the topical anesthetic outback(prenominal) Steakhouse will be better sensible about the positive and negative aspects of their service directly from the customers themselves. In an era of high disputation and expectations, customer satisfaction surveys be essential tools for listening to customers about their satisfaction levels,and for split uping strategies for repairment, (e sentim ent Pro, 2013).In this particular proposition case a combination of closed-ended, multiple-choice and unrestricted hesitations were used. This provides the surveyor an prospect to collect data that is easier to analyze as with closed-ended and multiple-choice heads, but also allows the customer an luck to elaborate or branch if necessary. Method of late a customer satisfaction survey was conducted at a local Outback Steakhouse restaurant (Appendix A). A group of 10 customers (10 tables surveyed 1 survey per table) that had just finished their meal were approached to assist in a outline customer satisfaction survey about their experience dining at the restaurant. This afforded the surveyor the opportunity to collect data while the experience was still fresh in the customers mind. By giving customers an volcano to express their opinions and to vent possible frustrations you ar able to gather a lot of valuable information.The customer satisfaction survey addresses many facets of their experience to gauge various satisfaction levels and to better determine field of operationss that exact the most reformment. The starting quantify pace in the process was to develop the actual survey that would be distributed to customers. Research was done to compare other customer satisfaction surveys used by competitors in the restaurant industry. in that respect were many similarities between the various surveys and the final survey for Outback customers is also written and compiled in a similar manner. There are also many resources available over the Internet to foster develop effective customer satisfaction surveys for various fields of business.Developing the survey and writing the interviews is an important step in the process because you must ensure that each of the questions serve a purpose and is written understandably and concisely. The customer shouldnt feel burdened by the survey and if there are too many questions or the questions are confusing or see m irrelevant it whitethorn discourage some customers from participating. The customer satisfaction survey was conducted on a Friday evening between 630 pm and 830 pm and tables were selected at random. The surveys were placed on tables before the guests were seated so that the pool of customers was solely random and unbiased.This local Outback Steakhouse is set(p) in a middle-class neighborhood and is located within a mile of the local interstate which increases trafficnear the restaurant and has the potential to improve business. There were a wide range of customers in the restaurant during the time the survey was conducted which resulted in a diverse group of participants. After collecting the completed surveys the data could be compared to find trends in responses (Appendix B).These trends could demonstrate a consistent riddle that needs to be addressed and can also highlight areas where the business is thriving which can serve as a great motivator for the staff and managemen t. AnalysisThe first question of the survey addresses the frequency in which the customer visits Outback Steakhouse. This can be used to single out between untried customers or constant customers and can look for trends in the data. The survey results indicate that the restaurant often serves regular or repeat customers. This is extremely important for business because it is very beneficial for the company to increase loyalty and keep the customers they already have.With the high cost involved in acquisition of new customers loyalty usually plays a deprecative role in the development of business and services that are provided, (Bhaskaran, 2013). some(prenominal) customers responded to the survey stating that they visit monthly and some even visit weekly, which is very telling of the union in the service offered at Outback Steakhouse. Another trend in the survey data was the boilersuit satisfaction with the service and staff at this Outback Steakhouse.Based on the data quiet ( Figure 1) the general satisfaction levels indicate that customers are generally very squelched with the service they receive when dining at the restaurant. In addition to gauging their general level of satisfaction the survey asked individual questions pertaining to the satisfaction with the wait time, their server, their meal and the boilers suit environment within the restaurant. All questions turn overed satisfactory results with most responding with answers of genial or very quelled.There were very few negative answers in response to these four specific questions about their satisfaction with the different facets of their dining experience. These questions are important because they allow the surveyor or the management team with the restaurant to sequestrate different areas of service to come upon areas that excel and those with room for improvement. Based on the data collected it appears that boilersuit themanagement and staff is doing a great job of providing great se rvice and in many cases are exceeding customers expectations. Figure 1The final questions of the survey asked respondents if they are seeming to return to Outback Steakhouse, if they are presumable to increase the frequency of their visits and also if theyre likely to recommend the restaurant to a friend. These questions are extremely important in forecasting future business and how it may be affected by customer satisfaction levels. The data collected indicates that overall most customers are well-provided with the service they receive (Figure 2). Despite some minor incidents reported on the surveys none of the respondents stated that they were passing to start dining at Outback less frequently following their most recent visit.Many of the respondents provided answers that indicated that theyre very likely to return to the restaurant and would also recommend Outback Steakhouse to a friend (Figure 3). It is also very important to note that many customers would recommend this res taurant to their friends because that gives the surveyor and management and distinction of what their reputation may be in the area. This also gives the impression that the company has the ability to possibly become new customers for free by utilizing this word of mouth concept. This is also great news for this local Outback Steakhouse because it indicates that they are not losing very many customers. Figure 2Figure 3 avocation the closed-ended questions that required customers to respond using only the choices provided on the survey there was one open-ended question where respondents were able to write any comments or suggestions they wanted to share. The closed-ended questions are important because they allow for the data to be collected and compared much easier because there are a limited number of possible responses you will encounter.With open-ended questions there are an infinite number of different responses you may receive which can be unvoiced to compare side by side wit h a large number of respondents. The benefit to this open-ended question is that it serves as an open forum for customers to vent their frustrations or sing their praises. The information the customer wants to relay may not fit tumesce intoany of the close-ended questions provided so the open-ended question works to avoid losing out on any important information that could be efficacious. The respondents to the Outback Steakhouse customer satisfaction survey all provided additional notes regarding their experience.This is critical to the effectiveness of the customer satisfaction survey because it may introduce areas of link that were not considered by management or the surveyor and could have been missed. The data collected from this portion of the survey highlighted areas of might (friendly and effective staff) as well as areas of weakness (long wait time). The comments highlighted in Appendix B identify some of the most common themes across all of the surveys.The responses ind icate that the staff at this Outback Steakhouse is friendly, knowledgeable and skilled in their job this gives the restaurant a competitive advantage over the competition that has a sub-par staff. There were multiple comments that indicated some customers experienced a considerable wait time before being seated which could indicate problems with seating or serving delays.RecommendationsThere was a lot of important and useful data collected by the customer satisfaction survey at Outback Steakhouse. In order to truly make the most of the survey it is important to compare and analyze the data to identify any common trends that effect business. The survey results indicate both positive and negative aspects of their service so there are some areas in which they could improve, but overall the results were optimistic. If Outback Steakhouse continues with providing the level of service theyre accustomed to than they should be on track for continued success.One common trend mentioned in the open-ended question indicated that many customers had to wait a considerable amount of time before they were seated at a table. While some wait time is pass judgment in the restaurant industry it is important not to overlook any data that might indicate a bigger problem than just the typical wait time. Wait times are typically consistent over the same periods of time weekdays/nights and weekends differ greatly so a wait time during the weekend is often pass judgment whereas its very possible to avoid any wait time when dining during the week.This survey was conducted on a Friday night, which means some wait time is not unusual and overall the customersseemed to agree that they expected to encounter a wait. An important recommendation is to continue monitoring survey data and customer comments to ensure the wait doesnt extend longer than it needs to because that provides an opportunity to lose a customer. The data collected also indicates that this restaurant sees a lot of repeat business from customers who visit frequently. This is very beneficial to Outback Steakhouse because they have developed a relationship with the customer and hopefully they have a good sense of loyalty to the restaurant, menu, staff, etc.Survey data also shows that the respondents send off to keep the frequency of their visits the same or plan to increase frequency. Increasing business is a great benefit but it is also important that there are no indications that these customers plan to visit less frequently. Since it appears the company is set to keep their vivacious customer base, it is important to try and reach out to new customers.New marketing campaigns, especially local spots, may be a viable option to attract new business. Local marketing such as sponsorships and teaming up with local groups can be a good choice because it focuses on customers from the area that are likely to visit this specific restaurant versus another location of the same chain. ConclusionCustomer sati sfaction surveys provide a great deal of useful information that can be critical to the success of the business. If a business is not satisfying their customers consistently they will eventually lose those customers and in the end lose the business altogether. Research has shown that customer satisfaction surveys are essential for continuous improvement of product, services, and/or support, as well as enterprise competitiveness and survival, (eSurvey Pro, 2013).In order to continue and improve their level of service and satisfaction it is important that regular customer satisfaction surveys be conducted. Performing regular surveys allows for the company to identify any problems, develop strategies and to put those plans in motion. Once the improvements have been in place it would be beneficial to conduct another survey that could gauge how those metamorphoses have affected business. This is also an opportunity for the company to identify any new problems or suggestions that should be addressed.ReferencesBhaskaran, V. (2013). Conducting an effective customer service program. Survey Analytics. Retrieved from http//www.questionpro.com/images/Conducting-Effective-Customer-Satisfaction-Program.pdf ESurvey Pro. (2013). Business Imperatives. Customer satisfaction surveys. Retrieved from http//www.esurveyspro.com/article-customer-satisfaction-surveys.aspx Hoovers, Inc. (2013). Casual Restaurants Report Summary. Casual restaurants industry overview.Retrieved from http//www.hoovers.com/industry-facts.casual-restaurants.1443.html Information Week. (February 14, 2008). Gauging customer satisfaction The importance of the online survey. Retrieved from http//www.informationweek.com/gauging-customer-satisfaction-the-import/206504051 Market Research Methods. (2012). 5 Essential customer satisfaction survey questions. Retrieved from http//www.mymarketresearchmethods.com/customer-satisfaction-survey-questions/ Outback Steakhouse. (2013). Outback Steakhouse. Retrieved from http //www.outback.comAppendix ABelow is sample of the customer satisfaction survey that was given to customers of the local Outback Steakhouse to gain insight into the quality of service they offer. Following each question is a brief rationale explaining why the question was include and how it would be useful to the company. The rationale information was not included in the customers survey.* * *Customer Satisfaction SurveyOutback SteakhousePlease prevail a moment to complete this short survey. The information you provide will be extremely useful in identifying strengths and weaknesses in service as well as developing plans for improving the service you receive. Your time is greatly appreciated.1. How often do you typically visit Outback Steakhouse, Inc.? a. 1 3 visits per weekb. 1 3 visits per monthc. 1 3 visits per year rule This question is useful in canvass data from regular customers against data from sporadic customers. 2. How satisfied are you with the time you waited to be seated? a. really satisfiedb. genialc. nonsubjectived. disgruntlede. very dissatisfyRationale This question can help to identify specific areas of service that may need to be improved upon.3. Were you satisfied with the friendliness and attentiveness of your server? a. actually satisfiedb. Satisfiedc. Neutrald. dissatisfye. Very dissatisfiedRationale This question can help to identify specific areas of service that may need to be improved upon.4. Generally, how satisfied were you the taste and presentation of your meal? a. Very satisfiedb. Satisfiedc. Neutrald. Dissatisfiede. Very dissatisfiedRationale This question can help to identify specific areas of business that may need to be approved upon.5. Were you satisfied with the cleanliness and overall appearance of the dining room? a. Very satisfiedb. Satisfiedc. Neutrald. Dissatisfiede. Very dissatisfiedRationale This question can help to identify if the servicescape is beneficial to the overall satisfaction of custome rs.6. What is your overall satisfaction level with Outback Steakhouse, Inc.? a. Very satisfiedb. Satisfiedc. Neutrald. Dissatisfiede. Very unsatisfiedRationale It could be useful to learn more about the reputation and overall level of satisfaction of customers.7. Based on your experience while dining at Outback Steakhouse, Inc. how likely are you to return? a. Very likelyb. Somewhat likelyc. on the fence(p)d. Somewhat improbablee. Very unlikelyRationale Ultimately it is important to know whether or not the company is at luck for losing customers because of poor service.8. Based on your experience while dining at Outback Steakhouse, Inc. do you plan to visit more regularly? a. More oftenb. No changec. Less oftenRationale This could indicate if customers are satisfied enough to increase their number of visits and would show if things are going well for the business in terms of customer satisfaction levels.9. How likely are you to recommend Outback Steakhouse, Inc. to a friend? a. Very likelyb. Somewhat likelyc. Unsured. Somewhat unlikelye. Very unlikelyRationale The highest compliment a customer can make is recommending the company to a friend. If a customer is likely to recommend the company to friends10. Please provide any suggestions that you feel would improve your overall dining experience. ________________________________________________________________________________________________________________________________________________ ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Rationale This will give customers the opportunity to freely voice their opinions. It is much easier to gain additional insight into customer satisfaction when customers are provided with a forum to share.Appendix BCustomer Satisfaction Surv eyOutback SteakhouseCollected Data1. How often do you typically visit Outback Steakhouse, Inc.? a. 1 3 visits per week (2)b. 1 3 visits per month (5)c. 1 3 visits per year (3)2. How satisfied are you with the time you waited to be seated? a. Very satisfied (5)b. Satisfied (4)c. Neutral (0)d. Dissatisfied (1)e. Very dissatisfied (0)3. Were you satisfied with the friendliness and attentiveness of your server? a. Very satisfied (3)b. Satisfied (5)c. Neutral (2)d. Dissatisfied (0)e. Very dissatisfied (0)4. Generally, how satisfied were you the taste and presentation of your meal? a. Very satisfied (4)b. Satisfied (5)c. Neutral (0)d. Dissatisfied (1)e. Very dissatisfied (0)5. Were you satisfied with the cleanliness and overall appearance of the dining room? a. Very satisfied (5)b. Satisfied (3)c. Neutral (2)d. Dissatisfied (0)e. Very dissatisfied (0)6. What is your overall satisfaction level with Outback Steakhouse, Inc.? a. Very satisfied (4)b. Satisfied (3)c. Neutral (2)d. Unsatisfi ed (1)e. Very unsatisfied (0)7. Based on your experience while dining at Outback Steakhouse, Inc. how likely are you to return? a. Very likely (5)b. Somewhat likely (3)c. Undecided (1)d. Somewhat unlikely (1)e. Very unlikely (0)8. Based on your experience while dining at Outback Steakhouse, Inc. do you plan to visit more regularly? a. More often (4)b. No change (6)c. Less often (0)9. How likely are you to recommend Outback Steakhouse, Inc. to a friend? a. Very likely (4)b. Somewhat likely (4)c. Unsure (1)d. Somewhat unlikely (1)e. Very unlikely (0)10. Please provide any suggestions that you feel would improve your overall dining experience. Notable responsesGreat food Great service Well be back next weekOur kids loved Sarah She was very friendly and was one step ahead of us throughout our dinner. Sarah do dining out with our young children a much better experience. Our steaks were cooked to perfection and Brian was an unspeakable waiter. We will definitely be back We havent been t o Outback in about a year and were interested in trying something new. Our waitress was very helpful with food and drink recommendations and made our experience