Faculty & Research
The Effect of Meal Pace on Customer Satisfaction
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Vol 48 No 3
By: Breffni Noone Ph.D., Sheryl E. Kimes Ph.D., Anna S. Mattila and Jochen Wirtz
Executive Summary: A study of 218 people who had recently dined in a table-service restaurant found that the pace of certain parts of a dining experience can be accelerated, but guests do not want to be rushed during the actual meal. These findings are particularly useful for restaurateurs who are seeking to improve table turns during peak periods, both to increase revenue and reduce customers' wait times. By dividing the restaurant experience into three segments, the researchers found that the last segment of the meal, which includes settlement and departure, can be brisk in almost all settings. At the front end, most restaurants can pick up the pace of greetings and delivering drink orders, except at fine-dining restaurants. Respondents almost universally resisted the idea of speeding up the meal itself.
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- The Effect of Meal Pace on Customer Satisfaction By: Breffni Noone Ph.D., Sheryl E. Kimes Ph.D., Anna S. Mattila and Jochen Wirtz
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