Service is twice as important as price for diners

05 March 2012 by
Service is twice as important as price for diners

Service is twice as important as price when it comes to consumers recommending a restaurant, research suggests.

A survey by Market Force Europe, which questioned more than 5,000 UK consumers, found that more than a third (35%) of customers rated service as the most important element in a restaurant, with just 18% citing price.

A staggering 77% of consumers said they have left a restaurant earlier than planned due to poor service. Nearly half (45%) of those surveyed said their biggest frustration was slow service, while just under a third (31%) said that staff showing a lack of interest made them feel dissatisfied.

"The results of this survey have clearly shown that while restaurants may look to attract customers in with tempting promotions, the service they deliver will have a more lasting impact to brands and businesses within the industry," said Tim Ogle, CEO of Market Force Europe.

"Our research found that more than eight in 10 people feel that staff appearance affects the overall impression of the service received. It's these little gems of insight that will have an impact on transactions and repeat visits."

Meanwhile when asked which industry they felt delivered the best service, hotels (31.48%) and restaurants (28.28%) were rated top by consumers.

Ogle added: "It's great news for the restaurant industry coming second in the industry customer satisfaction poll, but the large proportion of people saying they've left a restaurant due to poor service should be a wake-up call to the industry."

Westminster Kingsway and Fred Sirieix launch restaurant managers' course >>

Poor service remains London diners' biggest bugbear >>

By Kerstin Kühn

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