This is a short reflection of the two sides of satisfaction: perception of quality and emotional reactions.
Perception of
quality:
According
to professor Margareta Friman expected quality and satisfaction are connected.
For example: if there is an expectation of high quality, like a 5-star
restaurant, it usually also leads to high satisfaction. Also expectation of low
quality usually leads to lower satisfaction, according to Tore Pedersen. In our
restaurant we have a challenge. Previously, there used to be another restaurant
in the same location. This restaurant didn’t have a reputation of high quality.
So when we opened a new restaurant in the same location, unfortunately low
expectations on quality kept following us. Guests visiting the restaurant are
all happily surprised to receive high quality service and food. They say that
they did not expect high quality from us, mostly because of the old restaurants
reputation. Still we have difficulties to persuade new guests to visit us, and
even guests that have visited us to return. So we believe that even though the
guest has been satisfied with they visit, it takes a long time to build up a reputation
of high quality. Thus, satisfaction is something experienced over short time. Quality
is something acquired over long time.
Emotional
reactions:
According
to Wilson & Gilbert (2003) our emotional reactions are based to past
experiences. But instead of replaying past emotions, people often recall the
details of an experience and have emotional reactions to these memories. These
memories of the past experienced can be biased, so the feelings from their
memoires might actually be different from the feeling they originally
experienced.
Positive
emotions lead to: purchase decisions, loyalty and wellbeing, says Lars E Olson.
In our restaurant, if we can affect positive emotions it will lead to more
visits, loyalty to our restaurant and wellbeing for our guests. A win-win! So
now we have to figure out: what brings positive emotions to our guests, so that
they will link these emotions to our business? Creating a welcoming ambience,
great service and quality of course, but what else gives our guest this warm
and fuzzy feeling? Any suggestions would be appreciated.
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