How Restaurant Customers View Online Reservations
Vol 9 No 5
By: Sheryl E. Kimes Ph.D.
Restaurant customers appreciate the convenience of being able to make restaurant reservations online, but they also like the personal touch of telephone reservations. A study of 696 restaurant customers found that nearly one-third had made an online reservation. Those who made reservations online tended to be younger than those who did not, and online users also ate out more frequently. Those who made online reservations considered those reservations to be significantly more convenient than telephone reservations, and the online users also thought that websites gave more information about a restaurant than what they learned by calling on the telephone. At the same time, those online users felt that they had a better personal connection with the restaurant when they made telephone reservations. This tradeoff between efficiency and service perceptions points to a strategy of offering reservations via both methods. Emphasizing the convenience of online reservations may encourage customers to use the website, and that will give restaurant operators more information about their customers. Whether a restaurant uses a third-party reservation service or builds its own website, one key to ensuring a successful reservations process is to make the electronic process as straightforward as possible.
Download The Supporting Documents
To view the documents, please click on the link below
|If you have trouble downloading a pdf, and are able to install software on your computer, try upgrading to the latest version of Adobe Acrobat Reader to see if that allows you to read it.|
Other Reports or Articles You May Find of Interest
- Exploring Consumer Reactions to Tipping Guidelines: Implications for Service Quality, by Ekaterina Karniouchina, Himanshu Mishra, and Rohit Verma
- A Consumer’s View of Restaurant Reservation Policies, by Sheryl E. Kimes
- Customer Satisfaction with Seating Policies in Casual-dining Restaurants, by Sheryl Kimes and Jochen Wirtz
Your Comments Please
If this CHR Report made a positive impact on your management approach or business operations, we welcome your commentary.blog comments powered by Disqus