Consumer Attitudes towards Customer Service in Eating Out - UK - April 2008

Abstract

Britain' s restaurants, and the standards of service they provide, have increasingly come into the public spotlight in recent years, and are now being especially scrutinised in the run up to the 2012 London Olympics. This together with the fact that being a waiter is no longer seen as a long-term profession (due mainly to low wages ie the minimum wage) has resulted in making the improvement of customer service no simple task. Any efforts made will have to be tailored specifically to the needs and the demands of each specific venue. That being said, various inroads are already been made into raising the level of service offered in British restaurants across the eating out market. Most notably there has been a higher focus on training in recent years and the gradual evolution of national diplomas within the industry as well as concepts such as the Skills Passport which are helping reinvigorate the idea of ' professional' waiters/waitresses.

With consumers' purse strings becoming more and more restricted and consumers themselves increasingly knowledgeable and demanding, the issue of customer service is likely to be central to those venues looking to create points of differentiation.

This report asks consumers specifically about what factors are likely to entice them into a venue and which are the most off putting. It also questions respondents on their general attitudes towards customer service whilst investigating the idea that customer service can be used to add value to the standard restaurant offer.

Main themes of the report:

• Which factors do consumers consider important when deciding where to go for a meal? Which of these are essential for operators to get right?
• What are the challenges facing restaurant operators in recruiting and keeping staff who are able to deliver high standards of service?
• How is technology changing the way in which restaurants provide service to customers, and what further developments may the future bring?
• How will the credit crunch affect the eating out market and what role can customer service play in helping operators ensure that they continue to thrive in challenging circumstances?