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Restaurant Operations at Samouels Restaurant: Improving Relations with Employees and Customers Research conducted for: Phil Samouel, Samouels Greek Cuisine.

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Presentation on theme: "Restaurant Operations at Samouels Restaurant: Improving Relations with Employees and Customers Research conducted for: Phil Samouel, Samouels Greek Cuisine."— Presentation transcript:

1 Restaurant Operations at Samouels Restaurant: Improving Relations with Employees and Customers Research conducted for: Phil Samouel, Samouels Greek Cuisine Research conducted by: AdMark International Business Research Group

2 Initial Symptoms: Inadequate Revenue. Inadequate Profit. 100% Annual Employee Turnover. Need to Attract New Customers.

3 Two Studies in One Employee Survey: Focus on attracting and keeping customers. Customer Survey: Focus on increasing employee commitment and maximizing productivity.

4 Overall Research Questions Employee Study: RQ1: Are employees being managed to maximize their productivity as well as commitment to the success of the restaurant? Customer Study: RQ2: What are the ways to keep and grow the existing customer base and to attract new customers?

5 Employee Survey Hypotheses: EH1 EH1: Employee work status, age and gender are related to intentions to job search. Should consider the search intentions of: part-time workers younger employees men

6 Employee Research Hypotheses EH2: Employee perceptions of supervisory style are positively related to organizational commitment. EH3: Employee perceptions of work group functioning are positively related to organizational commitment.

7 Customer Hypotheses: CH1: Samouels customers report higher satisfaction than do Ginos customers. CH2: Customer perceptions of restaurant employees are related positively to customer satisfaction. VS.

8 Customer Hypotheses: CH3: Customer perceptions of restaurant atmosphere are related positively to customer satisfaction. CH4: Customer perceptions of food quality are related positively to customer satisfaction.

9 Research Methods: Employee Study 63 Samouels Employees Sampled. off premises. employees Not Identified. General Social-Psychological Measures Used for: work environment variables. such as organizational commitment. work outcome characteristics. such as quitting intention.

10 Research Methods: Customer Study Two Samples: Samouels Customers. Ginos Customers. 200 usable responses obtained from 230 total / 100 for each. Measures: 7-Point Likert scales assess: Ratings of evaluative criteria; Outcomes: Satisfaction and intention to return.

11 Results: Employee Study EH1: Intention to Search Results. Full versus part-time. Part-time workers are more likely to search.

12 EH1: Age and Search Intentions Search intentions become lower with age!

13 EH1: Gender and Search Intentions Men are more likely to search for another job!

14 EH1: Search Intentions by Years of Employment Newer employees are more likely to search for another job!

15 EH2: Supervisory Style and Organizational Commitment: Regression Results Model Explains Loyalty (X 13 ) R 2 =.41, F = 13.4, p <.001 Work Group Cooperation and Training affect Loyalty positively. Team Functioning negatively? Work Group Variable : β t Sig.Mean X14 Cooper- ation X8 – Team X11 – Training

16 Caution: Negative team functioning – loyalty relationship based on regression coefficient may be misleading. All correlations are positive. Further examination required.

17 Results: Customer Study Hypothesis Summary 1.Relative Satisfaction. 2.Determinants of Customer Satisfaction. 3.Effect of Atmosphere on Satisfaction. 4.Effect of Food Quality on Satisfaction. VS.

18 Comparative Performance 1.All differences but variety are significant. 2.Notice Samouels is cleaner, has a nicer interior, and is more fun to go to.

19 CH1: Customer Satisfaction is higher at Samouels? Gino! Customers more satisfied with Samouels = no support! 5.96 compared to t = (p<.001) Who is happiest?

20 Variable: β tp X1 – Food Quality (CH4) X2- Interior Attractive (CH3) X10-Comp. Employees (CH2) R2R2.261F = Customer Satisfaction at Ginos: Regression Results Variables together explain satisfaction. Variables explanatory power: X 1 – 1 st X 10 – 2 nd X 2 is not significant.

21 Customer Satisfaction at Samouels: Regression Results Variables together explain satisfaction. Variables Explanatory Power: X 10 – 1 st X 1 – 2 nd X 2 – 3 rd Variable: β tp X1 – Food Quality (CH4) X2- Interior Attractive (CH3) X10-Comp. Employees (CH2) R2R2.440F =

22 Conclusions: Employees Employees with higher turnover likelihood: Younger Part-time Male Supervisory approach is good. Work group functioning is not good.

23 Conclusions: Customers Ginos customers are more satisfied. Ginos food is higher quality. Ginos employees are rated better. Samouels customers satisfaction affected by: Food quality, attractiveness of interior, and friendly employees. Ginos customers satisfaction affected by: food quality and employee friendliness.

24 Recommendations: 1.Provide Additional Training Opportunities for Employees. 2.Hire Employees 25 and Over. 3.Hire an Executive Chef – improve the food quality. 4.Promote the importance of a clean, attractive and fun atmosphere.

25 Limitations Samples are limited. many more restaurant competitors – each with potentially unique customers and employees. Questionnaires do not cover all important topics. many more issues to be studied, such as compensation systems, full versus part-time, price sensitivities…

26 Finally... Thanks for the opportunity to help Samouels. Please ask any questions!


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