The document summarizes the results of a survey conducted by Kinesis that examined what factors most influence customers' intent to return to a restaurant. The survey asked 800 respondents to recall their most recent restaurant experience and rate it across 16 attributes in 5 categories: arrival, service, food, value, and environment. The results showed that the taste of the food and perceptions of good value for the money had the strongest relationship with customers' intent to return. Service quality and the greeting on arrival also significantly impacted return intent, followed by the dining environment. The document concludes that focusing on improvements to the food quality, value, and service would have the most potential to increase customers' return intent and loyalty.

1. Kinesis CEM, LLC
Taste, Value & Service: Guest Return Intent Drivers
https://blog.kinesis-cem.com/2015/03/17/taste-value-service-guest-return-intent-drivers/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
http://www.kinesis-cem.com/restaurant_mystery_shopping.shtml
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
Taste, Value & Service:
Guest Return Intent Drivers

2. Every time a guest visits a
restaurant they learn
something as a result of
the experience, and
depending on what they
learn, they adjust their
behavior based on the
experience.
A Proposition:

3. How do guests
change their
behavior based
on what they
learn?
Behavioral
Changes

4. Stay Longer
Or
Leave Early
Length of Stay

5. Purchase More
Or
Purchase Less
Ticket Amount

6. Word of
Mouth
Positive
Or
Negative

7. Return
Return
Or
Don’t Return

8. Kinēsis conducted a survey
of 800 respondents asking
them to recall their most
recent experience at a
restaurant, and rate the
experience across 16
attributes grouped into 5
dimensions.
Research

9. 5-Dimensions
Arrival
Service
Food
Value
Environment

10. Arrival
9%
14%
23%
0% 20% 40% 60% 80%
Seated quickly
Greeted promptly
and felt welcomed
Greeting friendly
and cheerful
Difference Between Guests
with Positive and Negative
Return Intent

11. Service
8%
19%
21%
22%
0% 20% 40% 60% 80%
Prompt attention of
server
Friendliness of
server
Food delivered in a
timely manner
Server attentive to
needs
Difference Between Guests
with Positive and Negative
Return Intent

12. Food
10%
15%
22%
60%
0% 20% 40% 60% 80%
Order delivered
accurately
Temperature of
food
Overall presentation
of the food
Taste of food
Difference Between Guests
with Positive and Negative
Return Intent

13. Value
14%
37%
0% 20% 40% 60% 80%
Portion appropriate
Good value for the
money
Difference Between Guests
with Positive and Negative
Return Intent

14. Environment
6%
10%
15%
0% 20% 40% 60% 80%
Table clean, dry and
presentable
Server’s appearance
neat and clean
Restaurant clean,
comfortable and
appealing
Difference Between Guests
with Positive and Negative
Return Intent

15. Dimensions
15%
18%
26%
26%
26%
0% 20% 40% 60% 80%
Arrival
Service
Food
Enviornment
Value
Difference Between Guests
with Positive and Negative
Return Intent by Dimension

16. The quality of the meal
and perceptions of value
for the money each have
the strongest relationship
to return intent, followed
by the service, greeting
on arrival and the
environment.
Dimensions
with Most ROI
Potential