Expectations and perceptions...through the eyes of the customer
Customer expectation is a measure of the customer’s anticipation of the quality of the product and service he or she receives when visiting a restaurant or hotel. Overall, the expectation is that it would turn out to be an enjoyable experience – be it at a casual dining place or a luxury venue.
Expectations can be formed after a previous visit: one that obviously went well or alternatively, from some non-experiential information, such as seeing an advertisement of a restaurant / hotel, or after hearing about it directly or indirectly (e.g., social media), from others who spoke positively about their own experiences.
This then, is the foundation for fueling the customer’s anticipation of the business’s ability to deliver the desired expectation of quality. Remember though, that this is just the customer’s forecast of things to come –i.e. before he or she actually steps in to the restaurant or hotel.
The stage is now set where the customer expectation drives the desire to sample the restaurant or hotel’s product and services. Soon a visit is made. Now follows the ever-important perception of ‘quality’. Perceived quality is the measure of the customer’s evaluation that surfaces after the consumption experience of the quality of the restaurant or hotel’s product and services.
Perceived quality differs between persons, where quality is measured in terms of customization, i.e. is the degree to which a product or service meets the customers individual needs. (E.g. getting that requested king-bedded room close to the elevator or the steak done bleu). In tandem with this, is the reliability factor – which is ‘doing the thing right’ – all the time. In other words, the frequency in which things go wrong with the delivery of the product of service is near zero.
Perception of ‘value’ kicks-in next, and, it is here that the price comes into play – where perceived value is a measure of quality relative to the price paid. ‘Value-for-money’; as sometimes referred to, is often a key determinant to the customer’s first purchase or experience. It usually has an impact on satisfaction for repeat visits or purchase - for instance, when the food at a fancy restaurant meets or exceeds one’s expectations.
Even then, some might say “It’s a bit expensive, but we’ve always enjoyed the food whenever we go there”. Despite the zone of tolerance crossing the preferred price line – the reliability of enjoying the food during every visit makes the customer susceptible to ‘price forgiving’. Conversely, should the perceived level of product and/or service assessed after the restaurants performance be far less than that anticipated it can leave the customer with a blend of what ‘can’ and ‘should’ be type of disappointment. The danger here is that the customer can be lost forever.
Quality in the eyes of the customer also extends to the ‘extras’. Some of these extras cost money and costs can be an inhibiting factor as to how much service can be afforded. However, ‘extras’ such as courtesy and cleanliness cost nothing… and yet can prove costly when customers evaluate them as being poor.
Hospitality businesses must consider the extent to which they can conduct operations. In Restaurants for example, the food, has to be enjoyable, well-presented and meet the value-for-money proposition; yet, important and essential as it is, the meal is no longer considered the primary reason why people visit a restaurant. Nowadays, there are several good restaurants that do a fine job in food preparation. Service quality and customer engagement are ‘differentiators’ that can enhance and add value to the overall customer experience.
Ilzaf Keefahs is a freelance writer who enjoys focusing on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike. He delves into the heart of hospitality to figure out both customer service and consumer trends that impact the industry.
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