A case study on wang cafe : meeting diner needs and satisfaction

Abstract

In the pursuit of augmenting Singapore’s position as one of the gastronomical capital in the region, SPRING Singapore launched various Customer-Centric Initiatives (CCI)1 since 2005. The program encourages businesses to strive for higher level of service excellence. The emphasis placed upon service quality is seen as a key to achieve satisfaction through service excellence. However, difficulties in defining the concept of satisfaction impeded the ability of businesses to formulate practical strategies for improvement. Hence, it is the interest of this study to investigate the constitutive elements of diner satisfaction in the F&B industry.

Using a normative survey with dimensions adapted from DINESERV, this study seeks to measure the level of diner satisfaction of Wang Cafe – a traditional cafe catering to local taste. An additional exploratory component was performed to discover the relative importance of these dimensions and other needs.

Through the synthetic analysis of both quantitative and qualitative findings, Wang Cafe was able to discover their diners’ level of satisfaction and important needs. These findings formed the basis of business strategies that were proposed and implemented. Thereafter, the same survey was administered to measure diner satisfaction to provide a meaningful evaluation, indicating that the strategies implemented were effective.