ISES INDUSTRY FORUM · 65.9 Kopitiam 66.2 Other food courts 66.2 Restaurants 70.0 Sushi Tei* 69.0...

INSTITUTE OF

SERVICE EXCELLENCESINGAPORE MANAGEMENT UNIVERSITY

ISES INDUSTRY FORUM

CSISG 2015 Q3 RESULTS

F&B and TOURISM

1

CSISG 2015 Q3

• CSISG 2015 Q3 Quick Facts & Sampling

• Results Overview

• Results and Highlights of F&B Sector

• Results and Highlights of Tourism Sector

2

Customer Satisfaction

CSISG

1. Overall Satisfaction 2. Ability to Meet Expectations

3. Similarity to Ideal

3

The CSISG Score

Overview of the CSISG Main FieldworkSingapore citizens and PRs are interviewed at their homes.

Homes are selected from a random listing of 40,000 household addresses that match housing profile of Singapore resident population.

Departing tourists are interviewed at Changi Airport.

All respondents answering for the airport were interviewed at the airport.

Each respondent answers up to 17 CSISG questions and 24 touchpoint questions about a company they had recent experiences with.

Typically 250 respondents per company would have answered the CSISG questionnaire.

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CSISG 2015 Q3 Quick Facts

Sectors Covered Tourism Food & Beverage

Survey Period Jul–Sep 2015

Total Questionnaires Completed 10,460

Face-to-face at residents’ homes 6,109

Face-to-face at Changi Airport 4,351

Distinct entities measured 849

Entities with published scores 29

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CSISG 2015 QUARTER 3 results overview

CSISG 2015 Q3 Results Overview

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2015 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 2014 to 2015

statistically significant decrease in customer satisfaction from 2014 to 2015

no significant year-on-year change in customer satisfaction score

This chart summarises the results of the CSISG 2015 satisfaction scores in the Food & Beverage and Tourism sectors at the sector, sub-sector and company levels.

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.

69.4 Tourism 70.8 Hotels* 74.3 Marina Bay Sands*73.1 Shangri-La* 72.6 The Ritz-Carlton*72.0 Resorts World Sentosa 72.0 Mandarin Orchard 71.3 Swissotel the Stamford 70.3 Grand Hyatt 69.7 Other hotels 70.3 Attractions* 72.1 S.E.A. Aquarium* 71.6 Sentosa 71.6 Singapore Zoo 71.4 River Safari 71.0 Universal Studios 70.7 Night Safari 70.7 Jurong Bird Park 69.9 Adventure Cove 68.7 Other attractions 66.4 Travel & Tour Services

67.1 Food & Beverage

69.4 Fast Food Restaurants* 72.2 McDonalds* 67.6 Burger King 67.5 KFC 64.3 Other fast food restaurants

69.0 Bars & Pubs*

68.1 Cafes & Snack Bars 70.1 Starbucks 68.4 Coffee Bean & Tea Leaf 67.7 Other cafes and snack bars 66.5 Food Courts 69.0 NTUC Foodfare* 67.7 Food Republic 67.0 Koufu 65.9 Kopitiam 66.2 Other food courts

66.2 Restaurants 70.0 Sushi Tei* 69.0 RE&S* 68.7 Crystal Jade* 68.6 Sakae Holdings* 68.0 Minor Food Group 65.7 Other restaurants

CSISG 2015 Q3 RESULTS Tourism

Attractions

60

70

80Hotels

Travel & Tour Services

2007 2015

70

78

Tourism Sector

CSISG Tourism Sector Trends

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69.4 Tourism 70.8 Hotels* 74.3 Marina Bay Sands*73.1 Shangri-La* 72.6 The Ritz-Carlton*72.0 Resorts World Sentosa 72.0 Mandarin Orchard 71.3 Swissotel the Stamford 70.3 Grand Hyatt 69.7 Other hotels 70.3 Attractions* 72.1 S.E.A. Aquarium* 71.6 Sentosa 71.6 Singapore Zoo 71.4 River Safari 71.0 Universal Studios 70.7 Night Safari 70.7 Jurong Bird Park 69.9 Adventure Cove 68.7 Other attractions 66.4 Travel & Tour Services



69.0 Bars & Pubs*



CSISG 2015 Q3 Tourism Attractions Sub-sector

Locals who visited attractions in the past three months were asked if they used a corporate pass or enjoyed discounted rates

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Used corporate pass or enjoyed discounted rate?

No79.4%

Yes20.6%

CSISG 68.1 68.2

CSISG 2015 Q3 Tourism Attractions Sub-sector Impact Analysis

0.0

2.5

5.0

2009 2010 2011 2012 2013 2014 2015

Expectations Quality Value

Perceived Value continues to be a relatively poor driver of satisfaction. Consequently, discounts played a nominal role in moving Attractions CSISG performance.

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Impa

ct o

n S

atis

fact

ion

CSISG 2015 Q3 Tourism Attractions sub-sector

Perceived Overall Quality has the highest impact on satisfaction and loyalty. Specifically, the quality of the “product”, e.g., the attraction itself and its facilities, has the highest impact on satisfaction.

Also, there is little difference in satisfaction between customers who paid full price and those who did not. Coupled with the finding that perceived value is the weakest of the three drivers in moving satisfaction, companies should not expect to delight customers solely on price promotions. Instead companies should work on raising perceptions of quality.

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CSISG 2015 Q3 Tourism Attractions sub-sector

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Touchpoints(Ordered by decreasing importance to Locals)

Average Rating(1–10)

Clarity of information displayed 7.7

Clarity of directions 7.7

Friendliness & courtesy of staff 7.7

Staff knowledge 7.8

Ease of getting a ticket 7.6

Ease of getting to the attraction 7.4

Amenities 7.7

Wayfinding 7.8

Cleanliness 8.3

Touchpoints(Ordered by decreasing importance to Tourists)


Clarity of information displayed 7.5

Ease of getting a ticket 7.4

Friendliness & courtesy of staff 8.0

Clarity of directions 7.8

Staff knowledge 7.9

Wayfinding 7.8

Amenities 7.7

Cleanliness 7.6

Ease of getting to the attraction 7.1

CSISG 2015 Q3 Tourism Hotel sub-sector



Check-in process 7.8

Amenities 7.6

Ease of making reservations 7.7

Hotel staff courtesy 7.8

Check-out process 7.8

Helpfulness of staff 7.6

Ease of getting to hotel 7.9

Clarity of directions in hotel 7.8

Cleanliness 7.7

Quality of F&B 7.8

Bill 8.3

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Clarity of directions in hotel 8.0

Hotel staff courtesy 7.8

Cleanliness 7.9

Check-in process 7.5

Amenities 7.8

Helpfulness of staff 7.8

Ease of getting to hotel 7.5

Bill 7.8

Quality of F&B 7.5

Ease of making reservations 7.4

Check-out process 7.7

CSISG 2015 Q3 RESULTS Food & Beverage

70

78

Food & Beverage SectorRestaurants

Cafes & Snack Bars

Bars & Pubs

55

65

75Fast Food

Food Courts

2007 2015

CSISG F&B Sector Trends2015 Q3 SCORES

FOOD & BEVERAGE AND TOURISM










69.4 Tourism 70.8 Hotels* 74.3 Marina Bay Sands*73.1 Shangri-La* 72.6 The Ritz-Carlton*72.0 Resorts World Sentosa 72.0 Mandarin Orchard 71.3 Swissotel the Stamford 70.3 Grand Hyatt 69.7 Other hotels 70.3 Attractions* 72.1 S.E.A Aquarium* 71.6 Sentosa 71.6 Singapore Zoo 71.4 River Safari 71.0 Universal Studios 70.7 Night Safari 70.7 Jurong Bird Park 69.9 Adventure Cove 68.7 Other attractions 66.4 Travel & Tour Services



69.0 Bars & Pubs*













69.4 Tourism 70.8 Hotels* 74.3 Marina Bay Sands*73.1 Shangri-La* 72.6 The Ritz-Carlton*72.0 Resorts World Sentosa 72.0 Mandarin Orchard 71.3 Swissotel the Stamford 70.3 Grand Hyatt 69.7 Other hotels 70.3 Attractions* 72.1 S.E.A Aquarium* 71.6 Sentosa 71.6 Singapore Zoo 71.4 River Safari 71.0 Universal Studios 70.7 Night Safari 70.7 Jurong Bird Park 69.9 Adventure Cove 68.7 Other attractions 66.4 Travel & Tour Services



69.0 Bars & Pubs*



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CSISG 2015 Q3 Food & Beverage Restaurants sub-sector

Touchpoints (Ordered by decreasing importance

to those without reservations)


Waiting time to be seated 6.8

Time taken to receive food 6.9

Order process 7.0

Time taken to receive menu 7.0

Staff responsiveness 6.8

Quality of food 6.8

Cleanliness 7.1

Bill timeliness and accuracy 7.7

Touchpoints (Ordered by decreasing importance

to those with reservations)


Quality of food 7.7

Waiting time to be seated 7.9

Time taken to receive menu 7.7

Order process 7.8

Cleanliness 7.7

Ease of reservation 7.6

Staff responsiveness 7.7

Time taken to receive food 7.7

Bill timeliness and accuracy 7.9

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CSISG 2015 Q3 Food & Beverage Restaurants sub-sector

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Touchpoint analysis revealed that for customers who did not make reservations, attributes that were important to them were primarily time-related, e.g., waiting time and time taken to receive food were the most important to them.

For those who made reservations, attributes about the core service of the restaurant, i.e., quality of food, was the most important driver of overall quality.

CSISG 2015 Q3 Food & Beverage Fast Food sub-sector

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Staff courtesy 7.2

Quality of food 7.3

Ease of finding seat 7.3

Queue time 7.5

Order process 7.3

Cleanliness 7.6

Accuracy of change 7.5



Cleanliness 7.6


Order process 7.7


Staff courtesy 7.7

Quality of food 7.5

Queue time 7.5

CSISG 2015 Q3 Food & Beverage Food Courts sub-sector

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Staff courtesy 7.0


Order taking 7.2

Queue 7.3

Quality of food 7.1


Cleanliness 7.3




Staff courtesy 7.9


Quality of food 7.8

Queue 7.6

Order taking 7.8

Cleanliness 7.7

CSISG 2015 Q3 Food & Beverage Bars & Pubs sub-sector





Order process 7.8

Cleanliness 7.8

Queue 7.9

Staff courtesy 8.0

Quality of food 7.6

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Staff courtesy 7.1

Order process 7.2


Queue time 7.4

Cleanliness 7.3


Quality of food 7.2

CSISG 2015 Q3 Food & Beverage Cafes & Snack Bars




Cleanliness 7.7

Queue 7.9

Staff courtesy 7.9


Quality of food 7.7

Order taking 7.8

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Staff courtesy 7.4


Order taking 7.5

Quality of food 7.5

Cleanliness 7.6

Queue 7.5


CSISG 2015 Q3 RESULTS overall findings

0%

25%

50%

75%

100%

F&B Tourism

Did not access social media Accessed social media

CSISG 2015 Q3 Social Media Use

Expectations 73.1

Expectations 77.7

Expectations 74.6

Expectations 75.6

CSISG 2015 Q3 Social Media Use

Respondents who used social media prior to their experience with an F&B outlet or a tourist attraction had significantly higher expectations as compared to those who did not access social media to preview the establishment in question.

While the proportion of customers preluding their visit with social media reviews is still small, businesses cognisant of its effects and potential to shape expectations (and the eventual consumption experience) can use social media to their advantage.

Observations of CSISG data show that customers with high satisfaction tend to have high expectations as well.

CSISG 2015 Q3 Overall Complaint Behaviour

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Complained to the company?

Yes3.3%

No96.7%

Complained to the family/friends?

Complained to the family/friends?

Yes44.7%

No55.3%

Yes4.4%

No95.7%

Likelihood of repurchase 3.6 7.6 4.0 7.7

Likelihood to recommend 3.7 7.6 3.7 7.7

CSISG 2015 Q3 Complaint Behaviour

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Regardless of whether a customer complained to the company or not, if the grievance was communicated to family/friends, this corresponded with low customer satisfaction.

Conversely, respondents who did not complain to their friends and families have high customer satisfaction.

i.e., Customers who complained to family and friends are less satisfied, less likely to repurchase, and less likely to recommend the product and service.

CSISG 2015 Q3 Complaint Behaviour

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Companies should develop processes to suss out customers’ complaints outside of traditional feedback channels.

Customers are more likely to complain to family/friends than the company. Thus, actively soliciting feedback/complaints can serve as an intervention to poor satisfaction scores. The caveat here is all complaints must be adequately resolved for this to be a viable strategy.

Enable this change by doing two things for your frontline staff: 1. Remove number of complaints as a negative KPI for frontline

staff. 2. Replace this negative KPI with a positive KPI of how well they

handle complaints.

CSISG 2015 Q3 In Summary

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F&B sector improved year-on-year but Tourism sector did not register a significant change.

Customers who used social media for a preview prior to their actual F&B/Tourism experience have higher Expectations levels; use it to your advantage.

Proactively seek out disgruntled customers and resolve their grievances; it can improve satisfaction significantly.

More information

The CSISG 2015 Q3 Executive Summary is available on the ISES homepage at ises.smu.edu.sg

If you are from a CSISG-measured company, email [email protected] with your professional contact information for your complimentary company-specific CSISG score card

The ISES Membership Programme provides a comprehensive CSISG benchmarking report for your company along with a host of associated benefits. Apply at ises.smu.edu.sg

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http://ises.smu.edu.sg

mailto:[email protected]

http://ises.smu.edu.sg

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