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ISE INDUSTRY FORUM CSISG 2017 Q3 RESULTS Announcement
INSTITUTE OF
SERVICE EXCELLENCESINGAPORE MANAGEMENT UNIVERSITY
CSISG 2017 Q3 RESULTS
F&B AND TOURISM
INSTITUTE OF
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CSISG Methodology
4
Customer Satisfaction
CSISG (Scale of 0-100)
1. Overall Satisfaction 2. Ability to Meet Expectations
3. Similarity to Ideal
How Well Did Companies Satisfy Their Customers? The CSISG Score
Qn. Overall Satisfaction Qn. Ability to Meet Expectations Qn. Similarity to Ideal
CSISG Structural Model (For Q3 Sectors)
Qn. Repurchase Intention Qn. Price Tolerance
Qn. Complaint Behaviour
Qn. Perceived Product Quality Qn. Perceived Product Customisation Qn. Perceived Product Reliability
Qn. Perceived Service Quality Qn. Perceived Service Customisation Qn. Perceived Service Reliability
Perceived Service Quality
Perceived Product Quality
Perceived Overall Quality
(After Recent Experience)
Perceived Value
Customer Satisfaction
Customer Complaints
Customer Loyalty
Customer Expectations (Predicted Quality
Before Recent Experience)
Qn. Price / Quality Qn. Quality / Price
Qn. Expected Overall Quality Qn. Expected Customisation Qn. Expected Reliability
5→ Denotes positive relationship between the drivers → Denotes inverse relationship between the drivers
General CSISG Fieldwork Methodology
Singapore citizens and PRs are interviewed at their homes. Homes are selected from a random address listing that matches the housing profile of Singapore resident population. (Not Applicable to Hotels Sub-sector)
Departing tourists are interviewed at Changi Airport.
Typically 50-200 respondents per company would have answered the CSISG questionnaire.
Each respondent answers up to 21 CSISG questions and about 25 touchpoint questions about the company/brand they had recent experiences with. Each respondent evaluates only 1 to 2 companies/brands.
6
7
Overview of Score Calculation
Company Score
Sub-Sector Score
National ScoreSector Score
Incidence Study
• Identify companies with highest interactions with locals and tourists.
• Locals surveyed door-to-door. • Tourists surveyed at Changi Airport. • DOS population and STB Visitor
Arrival data used to further identify proportion of locals and tourist customers.
Local & Tourist Weights
Company Weights
Revenue / GDP Contribution Weights
• Identify revenue contribution of each sub-sector to its respective sector.
• Identify GDP contribution of each sector to the total GDP of sectors measured in the CSISG.
1 2 3 4
Revenue Share Study / DOS GDP Data
8
CSISG 2017 Q3 Sub-sectors
F&B Sector
• Restaurants
• Fast Food Restaurants
• Cafes & Coffee Houses
• Snack Bars & Food Kiosks
Tourism Sector
• Attractions
• Hotels REVISED
REVISED
Note: • Prior to 2017, ‘Cafes & Coffee Houses’ and ‘Snack Bars & Food Kiosks’ were measured as one sub-sector ‘Cafes & Snack Bars’.
9
Sectors Covered Food & Beverages Tourism
Survey Period Jul to Oct 2017
Total Questionnaires Completed 6,900
Locals 3,035
Tourists 3,865
Distinct entities measured 370
Entities with published scores 57
CSISG 2017 Q3 Quick Facts
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CSISG 2017 Q3 RESULTS
How Well Did Companies Satisfy Their Customers? CSISG 2017 Q3 Results Overview
11* Refers to companies/sub-sectors significantly above their sub-sector/sector scores
QUALIFIER FOR RESPONDENT (1) Recently interacted with companies/brands (Past 3 months for F&B,
Past 6 months for Tourism) (2) Each respondent evaluates satisfaction with 1 to 2 companies/brands
from different sectors
2017 Q3 SCORES FOOD & BEVERAGE AND TOURISM
The sparklines indicate the satisfaction score of their respective sectors, sub-sectors and companies over the past few years.
statistically significant increase in customer satisfaction from 2016 to 2017
statistically significant decrease in customer satisfaction from 2016 to 2017
no significant year-on-year change in customer satisfaction score
This chart summarises the results of the CSISG 2017 satisfaction scores in the Food & Beverage, and Tourism sectors at the sector, sub-sector and company levels. 2017 was the first year of measure for the Cafes & Coffee Houses and Snack Bars & Food Kiosks Sub-sectors. Previously, they were measured as one sub-sector (i.e., the Cafes, Coffee Houses, & Snack Bars Sub-sector).
The sector scores (in gold) represents a weighted average of their respective sub-sector scores (in blue). Satisfaction scores for sub-sectors with individual company scores are weighted averages of these individual company scores.
All scores displayed are accurate to one-decimal place. Entities are presented in decreasing levels of satisfaction.
* Companies indicated with an asterisk(*) are companies that have performed significantly above their sub-sector average.
* Sub-sectors indicated with an asterisk(*) are sub-sectors that have performed significantly above their sector average.
74.2 Tourism
74.4 Hotels
Luxury & Upscale Hotels
75.1 The Ritz-Carlton74.6 Marina Bay Sands74.2 Grand Hyatt73.7 Hotel Michael73.5 Pan Pacific Singapore72.8 Shangri-La72.2 Mandarin Orchard72.1 Marina MandarinEconomy Hotels
70.6 Fragrance Hotel69.5 Hotel 81
74.9 Other hotels
73.3 Attractions
74.9 Sentosa74.5 Singapore Zoo73.9 Jurong Bird Park73.4 S.E.A. Aquarium73.2 Singapore Flyer73.2 Gardens By The Bay72.8 River Safari71.9 Universal Studios71.8 Adventure Cove71.1 Night Safari70.4 Singapore Discovery Centre71.2 Other attractions
71.7 Food & Beverage
73.6 Snack Bars & Food Kiosks*
72.6 Old Chang Kee71.0 Jollibean74.2 Other snack bars & food kiosks
71.9 Cafes & Coffee Houses
73.2 Starbucks70.3 Toast Box70.2 Ya Kun72.2 Other cafes & coffee houses
71.7 Fast Food Restaurants
72.9 Burger King72.7 McDonalds71.6 Mos Burger70.7 Subway70.4 KFC70.3 Other fast food restaurants
71.5 Restaurants
73.5 Thai Express73.5 Boon Tong Kee 73.4 Astons 73.0 Din Tai Fung72.7 Sushi Tei72.6 Jack’s Place72.6 Crystal Jade Kitchen72.3 Ajisen Ramen 72.3 Nando’s 72.0 TungLok Signatures 72.0 Swensen’s71.4 Imperial Treasure Noodle & Congee 71.4 Seoul Garden71.2 Sakae Sushi71.1 Fish & Co 71.1 Pizza Hut 70.6 Crystal Jade La Mian Xiao Long Bao 70.6 Manhattan Fish Market 69.9 Dian Xiao Er 69.6 Xin Wang Hong Kong Cafe 70.9 Other restaurants
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Food & Beverages Sector Results
F&B Sector CSISG Trends 70
F&B Sector
58
68
78Snack Bars & Food Kiosks
2007 2017
Cafes & Coffee Houses
Fast Food Restaurants Restaurants
▲▼ Statistically significant increase/drop between the 2017 and 2016 scores at 90% confidence ◼ No statistically significant change between the 2017 and 2016 scores at 90% confidence
▲◼
13
Scores Generally Statistically Similar Across Restaurants (Restaurants)
14
Thai ExpressBoon Tong Kee
AstonsDin Tai Fung
Sushi TeiJack's Place
Crystal Jade KitchenAjisen Ramen
Nando'sTungLok Signatures
Swensen'sImperial Treasure Noodle & Congee
Seoul GardenSakae Sushi
Fish & CoPizza Hut
Crystal Jade La Mian Xiao Long BaoManhattan Fish Market
Dian Xiao ErXin Wang HK CaféOther restaurants
CSISG Scores (0 to 100 scale)
50 60 70 80
Restaurants Sub-sector CSISG: 71.5
No statistically significant
year-on-year change in
scores
No Statistically Significant Score Movements (Fast Food Restaurants)
McDonalds 72.3
KFC 70.4
Burger King 71.0
Mos Burger 69.5
Subway 68.8
Other fast food restaurants 67.9
72.7 McDonalds
70.4 KFC
72.9 Burger King
71.6 Mos Burger
70.7 Subway
70.3 Other fast food restaurants
CSISG
2016
CSISG
2017
15
2007 201758
68
78Fast Food Restaurants
E.g. of other fast food includes Popeyes, Carl’s Junior, Long John Silver’s
71.7
70
78
Food & Beverage Sector
Starbucks 72.7
Ya Kun 70.1
Toast Box 69.6
73.2 Starbucks
70.2 Ya Kun 70.3 Toast Box
72.2 Other cafes & coffee houses
CSISG
2016
CSISG
2017
58
68
78
No Statistically Significant Score Movements (Cafes & Coffee Houses)
16
2007 2017
Cafes & Coffee Houses 71.9
Food & Beverage Sector
E.g. of other cafes & coffee houses includes Delifrance, Coffee Bean & Tea Leaf, TCC
Scores Statistically Similar To Each Other (Snack Bars & Food Kiosks)
17
(E.g. includes KOI, Dunkin Donuts, LiHo)
Old Chang Kee
Jollibean
Other snack bars & food kiosks
CSISG Scores (0 to 100 scale)
50 60 70 80
Snack Bars & Food Kiosks Sub-sector CSISG: 73.6
Customer Expectations (Predicted Quality
Before Recent Experience)
Perceived Overall Quality
(After Recent Experience)
Perceived Value CSISG
Snack Bars & Food Kiosks* 75.2 75.5 74.9 73.6
Cafes & Coffee Houses* 74.0 74.3 73.2 71.9
Fast Food Restaurants 74.7 73.7 73.6 ▲ 71.7
(+1.8%) (+2.4%) (+2.7%) (+1.3%)
Restaurants 73.7 ▲ 73.7 ▲ 73.4 ▲ 71.5 ▲(+2.4%) (+3.5%) (+4.7%) (+2.5%)
▲▼ Statistically significant year-on-year increase/drop at 90% confidence ◼ No statistically significant year-on-year change at 90% confidence
*Note: No year-on-year comparison for Snack Bars & Food Kiosks, and Cafes & Coffee Houses
Service Quality
Product Quality
Customer Expectations
Perceived Quality
Perceived Value CSISG
Complaints
Customer Loyalty
18
CSISG & All Drivers For Restaurants Saw Upticks (Drivers of Satisfaction)
Sco
re (
0 t
o 1
00
)
60
66
72
78
84
Expect-ations
Quality Value Expect-ations
Quality Value Expect-ations
Quality Value Expect-ations
Quality Value
Snack Bars & Food Kiosks
19
Locals Tourists
CSISG 71.1 76.6
Cafes & Coffee Houses
Locals Tourists
70.9 73.1
Fast Food RestaurantsLocals Tourists
71.4 72.3
Restaurants
Locals Tourists
70.1 73.9
GREEN/RED scores indicate Local performed BETTER/WORSE than Tourist respondents with statistical significance
Locals Score Significantly
Lower
Locals Score Significantly
Lower
Tourists More Satisfied Than Locals For Restaurants And Snack Bars & Food Kiosks
Sco
re (
0 t
o 1
00
)
60
66
72
78
84
Expect-ations
Quality Value Expect-ations
Quality Value Expect-ations
Quality Value Expect-ations
Quality Value
Snack Bars & Food Kiosks
20
Locals Tourists
CSISG 71.1 76.6
Cafes & Coffee Houses
Locals Tourists
70.9 73.1
Fast Food RestaurantsLocals Tourists
71.4 72.3
Restaurants
Locals Tourists
70.1 73.9
Locals Scored Significantly
Lower
Locals Scored Significantly
Lower
Tourists More Satisfied Than Locals For Restaurants And Snack Bars & Food Kiosks
GREEN/RED scores indicate Local performed BETTER/WORSE than Tourist respondents with statistical significance
Sco
re (
0 t
o 1
00
)
60
66
72
78
84
Expect-ations
Quality Value Expect-ations
Quality Value Expect-ations
Quality Value Expect-ations
Quality Value
▲
Snack Bars & Food Kiosks
21
Locals Tourists
CSISG 71.1 76.6
Cafes & Coffee Houses
Locals Tourists
70.9 73.1
Fast Food RestaurantsLocals Tourists
71.4 72.3
Restaurants
Locals Tourists
70.1 ▲ 73.9
▲▲ ▲ ▲ ▲
▲▼ Statistically significant year-on-year IMPROVEMENT/DECLINE at 90% confidenceNote: No year-on-year comparison for Snack Bars & Food Kiosks, and Cafes & Coffee Houses
But Locals More Satisfied Y-O-Y with All Drivers of Satisfaction
22
Satisfaction Rating (Scale of 1 to 10)
7.0 7.6 8.2
Satisfaction Rating (Scale of 1 to 10)
8.2 7.6 7.0
Ease of making reservations
Waiting time to be seated
Menu options to suit your needs
Attentiveness of service staff
Ability to accommodate to your needs
Time taken to receive the food
Serving portions
Quality of food
Quality of beverage
Payment process
LocalsTourists
▲▼ Statistically significant year-on-year IMPROVEMENT/DECLINE at 90% confidence
▲
▲
▲
▲
▲
▲
▲
▲
▲▲
▲
Increase In All But One Of Locals’ Attribute Ratings (Restaurants Attributes Which Are Comparable Year-on-Year)
23
Satisfaction Rating (Scale of 1 to 10)
7.0 7.6 8.2
Satisfaction Rating (Scale of 1 to 10)
8.2 7.6 7.0
Menu options to suit your needs
Time taken to queue and receive order
Ability to accommodate to your needs
Payment process
Serving portions
Quality of food
Quality of beverage
Ease of finding a seat
LocalsTourists
▲
▲
▲
▲
▲
▲
Locals More Satisfied with Most Attributes (Fast Food Attributes Which Are Comparable Year-on-Year)
▲▼ Statistically significant year-on-year IMPROVEMENT/DECLINE at 90% confidence
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Reasons for satisfaction rating Verbatim (F&B Sector)
25
Respondents With CSISG 0 - 50 PointsRespondents With CSISG 75 - 100 points
staffservicedelicioustasty
fresh nice
chicken
taste
quality
fast
order
variety
friendly
menu
wide
choose
served
pricetender
meat
affordable
eatfish
love
mealpolite
reasonable
clean
ingredients
rice
offer
portion
coffee
staffs
efficientexcellent
generous
juicy
comfortable
crispy
dishes
drinksserving
ambiencenoodles
prepared
big
money
quickly
enjoy
enjoyedchoices
set
attentive
eatingsushiburgers
cooked
soup
flavour
thick
burger
dineeasy
ramen
tea
fried
pizza
curry
feel
lotoily soft
thai
crew
hot
rich
ice
seafood
authentic
beef
toast
counter
kaya
chinesemilk
skin
dim
dish
aromatic
find
items
peri
sum
top
loved
mouth
size sold
wait
stafftastelong
chicken
feel
meat
order
service
eatstaffs
price
slow
dry
oily
bland
eating
salty
queue
rude
small
expensivehard
soggy
bad
overpriced
portion
bread
cookedmade
money
poor
sauce
served
bit
burgercoffee
customers
fish
fresh
ordered
rice
servingsmell
tasteless
toughworth
cold
fried
friendly
make
noodles
quality
smile
F&B: Reason for Overall Satisfaction Rating (Verbatim Word Clouds Segmented by CSISG Score)
Restaurants Fast Food Restaurants Cafes & Coffee Houses Snack Bars & Food Kiosks
Quality Loyalty Quality Loyalty Quality Loyalty Quality Loyalty
Quality of food
Quality of food
Serving portions
Efficiency of the order-
taking process
Time taken to queue and
receive order
Time taken to queue and
receive order
Serving portions
Staff's ability to
communicate professionally
Time taken to receive the
food
Ability to accommodate to your needs
Attentiveness of staff
Attentiveness of staff
Staff's ability to understand
your needs
Time taken to queue and
receive order
Payment process
Staff's ability to understand
your needs
Ambience of restaurant
Time taken to queue and
receive order
Ability to accommodate to your needs
Quality of the food
Menu options to suit your
needs
Ambience of restaurant
Quality of beverage
Menu options to suit your
needs
Serving portions
Cleanliness and
orderliness of restaurants
Staff's ability to
communicate professionally
Quality of beverage
Time taken to receive the
food
Quality of food
Quality of food
Staff's ability to
communicate professionally
Staff's ability to understand
your needs
26
Top 5 Differentiators of Quality & Loyalty (Top 5 Attributes with Impact on Quality & Loyalty)
Note: Attributes ordered by descending order of impact
Restaurants Fast Food Restaurants Cafes & Coffee Houses Snack Bars & Food Kiosks
Quality Loyalty Quality Loyalty Quality Loyalty Quality Loyalty
Quality of food
Quality of food
Serving portions
Efficiency of the order-
taking process
Time taken to queue and
receive order
Time taken to queue and
receive order
Serving portions
Staff's ability to
communicate professionally
Time taken to receive the
food
Ability to accommodate to your needs
Attentiveness of staff
Attentiveness of staff
Staff's ability to understand
your needs
Time taken to queue and
receive order
Payment process
Staff's ability to understand
your needs
Ambience of restaurant
Time taken to queue and
receive order
Ability to accommodate to your needs
Quality of the food
Menu options to suit your
needs
Ambience of restaurant
Quality of beverage
Menu options to suit your
needs
Serving portions
Cleanliness and
orderliness of restaurants
Staff's ability to
communicate professionally
Quality of beverage
Time taken to receive the
food
Quality of food
Quality of food
Staff's ability to
communicate professionally
Staff's ability to understand
your needs
27Service ProcessLegend: Product EnvironmentService Staff
Top 5 Differentiators of Quality & Loyalty (Top 5 Attributes with Impact on Quality & Loyalty)
Restaurants Fast Food Restaurants Cafes & Coffee Houses Snack Bars & Food Kiosks
Quality Loyalty Quality Loyalty Quality Loyalty Quality Loyalty
Quality of food
Quality of food
Serving portions
Efficiency of the order-
taking process
Time taken to queue and
receive order
Time taken to queue and
receive order
Serving portions
Staff's ability to
communicate professionally
Time taken to receive the
food
Ability to accommodate to your needs
Attentiveness of staff
Attentiveness of staff
Staff's ability to understand
your needs
Time taken to queue and
receive order
Payment process
Staff's ability to understand
your needs
Ambience of restaurant
Time taken to queue and
receive order
Ability to accommodate to your needs
Quality of the food
Menu options to suit your
needs
Ambience of restaurant
Quality of beverage
Menu options to suit your
needs
Serving portions
Cleanliness and
orderliness of restaurants
Staff's ability to
communicate professionally
Quality of beverage
Time taken to receive the
food
Quality of food
Quality of food
Staff's ability to
communicate professionally
Staff's ability to understand
your needs
28
Time to Receive Order A Common Differentiator (Top 5 Attributes with Impact on Quality & Loyalty)
Note: Attributes ordered by descending order of impact
Fast Food Restaurants Cafes & Coffee Houses Snack Bars & Food Kiosks
% R
espo
nden
ts
0%
50%
100%
Lessthan
5 mins
5 to <10 mins
≥10 min
Percentage of Respondents in each Wait Category
Lessthan
5 mins
5 to <10 mins
≥10 min Lessthan
5 mins
5 to <10 mins
≥10 min*
29
Perceived Time Taken to Queue & Receive Order
* denotes that the sample size is too small (n<30).
Fast Food Restaurants Cafes & Coffee Houses Snack Bars & Food Kiosks
% R
espo
nden
ts
0%
50%
100%
Lessthan
5 mins
5 to <10 mins
≥10 min
Percentage of Respondents CSISG
Lessthan
5 mins
5 to <10 mins
≥10 min
Sco
res
(0 t
o 1
00
)
64
71
78
Lessthan
5 mins
5 to <10 mins
≥10 min*
30
Lower Satisfaction For More Than 10 Minutes Wait (Perceived Time Taken to Queue & Receive Order)
* denotes that the sample size is too small (n<30). Hence, no scores are shown.
Fast Food Restaurants Cafes & Coffee Houses Snack Bars & Food Kiosks
Lessthan
5 mins
5 to <10 mins
≥10 min
Sco
res
(0 t
o 1
00
)
64
71
78
Lessthan
5 mins
5 to <10 mins
≥10 min*
31
% R
espo
nden
ts
0%
50%
100%
Lessthan
5 mins
5 to <10 mins
≥10 min
Percentage of Respondents CSISG Loyalty Score
StatisticallySignificantly
Lower Scores
Similar Trend for Loyalty (Perceived Time Taken to Queue & Receive Order)
StatisticallySignificantly
Lower Scores
* denotes that the sample size is too small (n<30). Hence, no scores are shown.
32
48
63
78
% R
espo
nden
ts
0%
50%
100%
Less than5 mins
5 to <10 mins
10 to <20 min ≥20 mins
Percentage of Respondents CSISG Loyalty Score
Similar Trend for Restaurants for More Than 20 Minutes (Perceived Waiting Time To Receive Food)
StatisticallySignificantly
Lower Scores
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Tourism Sector Results
60
70
80
60
70
80Attractions
Hotels
2007 2017
70
78
Tourism Sector
34
▲▼ Statistically significant increase/drop between 2017 and 2016 scores at 90% confidence ◼ No statistically significant change between 2017 and 2016 scores at 90% confidence
▲
◼
Tourism Sector CSISG Trends
Customer Expectations (Predicted Quality
Before Recent Experience)
Perceived Overall Quality
(After Recent Experience)
Perceived Value CSISG
Hotels 74.1 ▲ 75.4 ▲ 73.0 74.4 ▲(+1.4%) (+2.2%) (+0.3%) (+2.6%)
Attractions 73.2 74.5 73.4 73.3(+0.2%) (+0.4%) (+0.4%) (+0.6%)
▲▼ Statistically significant year-on-year increase/drop at 90% confidence ◼ No statistically significant year-on-year change at 90% confidence
Service Quality
Product Quality
Customer Expectations
Perceived Quality
Perceived Value CSISG
Complaints
Customer Loyalty
35
Significant Increases Y-O-Y In Satisfaction & Most Drivers For Hotels
Note: Only Tourists are measured in the Hotels sub-sector
36
Perceived Product Quality
Perceived Service Quality
Perceived Overall Quality
Hotels 74.8 ▲ 76.1 ▲ 75.4 ▲(+2.2%) (+2.2%) (+2.2%)
Attractions 73.9 75.0 74.5(+0.4%) (+0.4%) (+0.4%)
Service Quality
Product Quality
Perceived Quality
▲▼ Statistically significant year-on-year increase/drop at 90% confidence ◼ No statistically significant year-on-year change at 90% confidence
Perceived Quality Up For Hotels
Note: Only Tourists are measured in the Hotels sub-sector
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Hotel Findings
No Statistically Significant Score Movements (Luxury & Upscale Hotels)
Grand Hyatt 73.0
Marina Mandarin 73.9
Mandarin Orchard 73.3
Pan Pacific Hotel 73.9
Shangri-La Hotel 75.6
Swissotel The Stamford 73.6
Ritz Carlton 74.9
Marina Bay Sands 77.2
74.2 Grand Hyatt
72.1 Marina Mandarin 72.2 Mandarin Orchard
73.5 Pan Pacific Hotel 72.8 Shangri-La Hotel
73.7 Hotel Michael
75.1 Ritz Carlton 74.6 Marina Bay Sands
CSISG2016
CSISG2017
60
70
80
38
Hotels
New hotel measured in 2017: Hotel Michael
74.4
70
78
Tourism Sector
2007 2017
Economy Hotels: Statistically Significant Increase in CSISG For Fragrance Hotel
Fragrance Hotel 66.8
Hotel 81 67.8
70.6 Fragrance Hotel
69.5 Hotel 81
CSISG2016
CSISG2017
60
70
80
39
Hotels 74.4
70
78
Tourism Sector
2007 2017
Luxury & Upscale Hotels Economy Hotels
Quality Loyalty Quality Loyalty
Maintenance of the hotel's public area
(e.g. lobby, corridors, lifts)Cleanliness of the room
Maintenance of the hotel's public area
(e.g. lobby, corridors, lifts)
Staff's ability to communicate professionally
Ambience of the room Hotel facilities Ambience of the roomAbility of the hotel to accommodate to your
needs or requests
Ability of the hotel to accommodate to your
needs or requestsResponsiveness of staff Reliability of the
internet connectionHotel ambience
Efficiency of the check-in process
Ability of the hotel to accommodate to your
needs or requestsComfort of the room Efficiency of the check-
out process
Cleanliness of the roomMaintenance of the hotel's public area
(e.g. lobby, corridors, lifts)
Amenities in the room such as TV, air-con, and
hair-dryer
Staff's ability to provide local recommendations
and information
40
Top 5 Differentiators of Quality & Loyalty (Top 5 Attributes with Impact on Quality & Loyalty)
Note: Attributes ordered by descending order of impact
Luxury & Upscale Hotels Economy Hotels
Quality Loyalty Quality Loyalty
Maintenance of the hotel's public area
(e.g. lobby, corridors, lifts)Cleanliness of the room
Maintenance of the hotel's public area
(e.g. lobby, corridors, lifts)
Staff's ability to communicate professionally
Ambience of the room Hotel facilities Ambience of the roomAbility of the hotel to accommodate to your
needs or requests
Ability of the hotel to accommodate to your
needs or requestsResponsiveness of staff Reliability of the
internet connectionHotel ambience
Efficiency of the check-in process
Ability of the hotel to accommodate to your
needs or requestsComfort of the room Efficiency of the check-
out process
Cleanliness of the roomMaintenance of the hotel's public area
(e.g. lobby, corridors, lifts)
Amenities in the room such as TV, air-con, and
hair-dryer
Staff's ability to provide local recommendations
and information
41
Service ProcessLegend: ProductService Staff
Top 5 Differentiators of Quality & Loyalty (Top 5 Attributes with Impact on Quality & Loyalty)
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Attraction Findings
No Statistically Significant Score Movements (Attractions)
Sentosa 74.3
Jurong Bird Park 72.6
Singapore Zoo 73.3
Night Safari 72.2 River Safari 72.3
Universal Studios 73.1
Singapore Discovery Centre 70.1
Adventure Cove 71.1 MBS SkyPark 71.2
Gardens By The Bay 72.1
S.E.A Aquarium 72.8
Other attractions 70.5
74.9 Sentosa
73.9 Jurong Bird Park
74.5 Singapore Zoo
71.1 Night Safari
72.8 River Safari
71.9 Universal Studios
70.4 Singapore Discovery Centre
71.8 Adventure Cove
73.2 Singapore Flyer 73.2 Gardens By The Bay
73.4 S.E.A Aquarium
71.2 Other attractions
CSISG
2016
CSISG
2017
43
Attractions
60
70
80
New attraction measured in 2017:Singapore Flyer E.g. of other attractions includes ArtScience Museum, Wild Wild Wet, MBS Skypark
73.3
70
78
Tourism Sector2007 2017
Sco
re (
0 t
o 1
00
)
60
65
70
75
80
Expectations Quality Value
▲
44
AttractionsLocals Tourists
CSISG 70.1 73.9
▲
GREEN/RED scores indicates Local performed BETTER/WORSE than Tourist respondents with statistical significance
Tourists More Satisfied Than Locals (Drivers of Satisfaction for Attractions)
Sco
re (
0 t
o 1
00
)
60
65
70
75
80
Expectations Quality Value
▲
45
AttractionsLocals Tourists
CSISG 70.1 ▲ 73.9
▲
▲▼ Statistically significant year-on-year IMPROVEMENT/DECLINE at 90% confidence
Rise in Drivers of Satisfaction Amongst Locals (Drivers of Satisfaction for Attractions)
46
Satisfaction Rating (Scale of 1 to 10)
7.0 7.6 8.2
Satisfaction Rating (Scale of 1 to 10)
8.2 7.6 7.0
Ease of getting to the attraction
Waiting time to get into the attraction
Clarity of directions within the attraction
Ease of getting around the attraction
Friendliness and courtesy of the staff
Staff knowledge about the attraction
Amenities within the attraction
Cleanliness of the attraction
Entertainment and/or educational value of the attraction
Food and beverage options
Quality of food and beverage given the prices
LocalsTourists
▲▼ Statistically significant year-on-year IMPROVEMENT/DECLINE at 90% confidence
▲
▲
▲
▲
▲
▲
▲
▲
▲
Locals More Satisfied with Most Attributes (Attraction Attributes Which Are Comparable Year-on-Year)
Locals Tourists
% R
espo
nden
ts
0%
20%
40%
60%
80%
Family LocalFriends
TouristFriends
Others Family LocalFriends
TouristFriends
Others
2016 2017
47
Visiting With Families A Key Segment For Attractions (With Whom Did You Visit the Attraction With?)
65
70
75
80
Customer Expectations
Perceived Quality
Perceived Value
CSISG CustomerLoyalty
2016 2017
48
Customer Expectations
Perceived Quality
Perceived Value
CSISG CustomerLoyalty
▲▼ Statistically significant increase/drop between the 2017 and 2016 scores at 90% confidence
Locals Who Visited with Family Tourists Who Visited with Family
Rise in Satisfaction Amongst Locals Who Visited With Family (With Whom Did You Visit the Attraction With?)
65
70
75
80
Customer Expectations
Perceived Quality
Perceived Value
CSISG CustomerLoyalty
2016 2017
49
Customer Expectations
Perceived Quality
Perceived Value
CSISG CustomerLoyalty
Locals Who Visited with Family Locals Who Visited with All Others (Visited With Anyone Other Than Family)
Comparing Locals Who Visited with Family vs. Others (With Whom Did You Visit the Attraction With?)
▲▼ Statistically significant increase/drop between the 2017 and 2016 scores at 90% confidence
Higher Perceived Value & Loyalty Amongst Locals Who Visited With Family (With Whom Did You Visit the Attraction With?)
65
70
75
80
Customer Expectations
Perceived Quality
Perceived Value
CSISG CustomerLoyalty
50
Customer Expectations
Perceived Quality
Perceived Value
CSISG CustomerLoyalty
Locals Who Visited with Family Locals Who Visited with All Others (Visited With Anyone Other Than Family)
Locals who visited with Family have higher scores compared to
those who visited with All Others
▲▼ Statistically significant increase/drop between the 2017 and 2016 scores at 90% confidence
Attractions Hotels
Quality Loyalty Quality Loyalty
Ease of finding information within the
attraction
Range of activities/ exhibits
Maintenance of the hotel's public area
(e.g. lobby, corridors, lifts)
Ability of the hotel to accommodate to your
needs or requests
Safety and security measures within the
attraction
Entertainment and/or educational value of the
attractionAmbience of the room Efficiency of the check-
in process
Staff knowledge about the attraction
Ease of getting around the attraction
Ability of the hotel to accommodate to your
needs or requestsHelpfulness of staff
Entertainment and/or educational value of the
attraction
Cleanliness of the attraction
Efficiency of the check-in process Cleanliness of the room
Range of activities/ exhibits
Clarity of directions within the attraction
Hotel ambience Hotel ambience
51
Top 5 Differentiators of Quality & Loyalty (Top 5 Attributes with Impact on Quality & Loyalty)
Note: Attributes ordered by descending order of impact
Attractions Hotels
Quality Loyalty Quality Loyalty
Ease of finding information within the
attraction
Range of activities/ exhibits
Maintenance of the hotel's public area
(e.g. lobby, corridors, lifts)
Ability of the hotel to accommodate to your
needs or requests
Safety and security measures within the
attraction
Entertainment and/or educational value of the
attractionAmbience of the room Efficiency of the check-
in process
Staff knowledge about the attraction
Ease of getting around the attraction
Ability of the hotel to accommodate to your
needs or requestsHelpfulness of staff
Entertainment and/or educational value of the
attraction
Cleanliness of the attraction
Efficiency of the check-in process
Cleanliness of the room
Range of activities/ exhibits
Clarity of directions within the attraction
Hotel ambience Hotel ambience
52
Service ProcessLegend: ProductService Staff
Beyond Product, Service Remains A Key Differentiator (Top 5 Attributes with Impact on Quality & Loyalty)
53
• Overall, Food & Beverage and Tourism saw increases in satisfaction in 2017.
• Food & Beverage:
• Scores rose driven by more satisfied locals, especially in the Restaurants and Fast Food sub-sectors.
• As with last year both product and service elements were key differentiators of quality and loyalty.
• Generally, time taken to receive the order was a common differentiator in F&B with wait time of more than 10 minutes (20 minutes for Restaurants) seeing a marked decrease in satisfaction and loyalty.
Summary
54
• Tourism Sector:
• Rise coming from more satisfied Hotel customers with increase in perceived service and product quality.
• Attractions wise, locals were more satisfied in 2017, especially amongst the Family segment.
• Similar to F&B, generally, service elements remains a key differentiator of quality and loyalty.
Summary
INSTITUTE OF
SERVICE EXCELLENCESINGAPORE MANAGEMENT UNIVERSITY
ISE INDUSTRY FORUM CSISG 2017 Q3 RESULTS Announcement