Attaining Enduring Customer Satisfaction

Restaurant business has become one of the most profitable businesses in the world and that is one of the reasons why several entrepreneurs are keen to explore it. But one has to remember that customer satisfaction is one of the most important aspects for a profitable venture and eating out places have to satisfy the diners on several fronts. The restaurateur has to not only satiate the customers’ diversified palates but also requires to satisfy them on several other issues like service, ambience, décor, etc. Ashok Malkani tries to find out the several facets which need to be adhered to by the restaurants to get enduringly satisfied customers.

- Ashok Malkani

Eating out has become vogue in urban India, particularly among the youngsters. Many Indians nowadays no longer need a reason or a special occasion to eat out. Eating out has evolved as an integral part of the lifestyle of sizeable number of urban Indians these days.

A recent report by the National Restaurant Association of India (NRAI) pegs the Indian restaurant industry to be worth a whopping Rs. 43,000 crore, with a growth rate of 5-6 percent per annum. On an average, in a large city in the country, about 10 restaurants open every month. Over the past few years, India has witnessed a proliferation of fine dining restaurants, cafes, pubs, bars, clubs, lounges, and international fast food joints.

The NRAI report states that the size of the Indian food services industry is expected to reach Rs. 408,040 crore by 2018.

For Keeping the Customers

While all these help to develop a rosy picture of the Indian restaurant industry, it may be pointed out that several restaurants in our country shut shop months – or even weeks – after starting. The main reason for these incidents of failure has been customer dissatisfaction.

Kshitiz Shekhar, Executive Chef, Hotel Marine Plaza Mumbai, said, “Business comes with the customers and it flourishes with repeat customers. It is easy to get the customers in, but difficult to get them again if they are not satisfied with the services. For ensuring that they are satisfied we have to go beyond their expectations.”

“Giving an environment where they feel the belongingness is of utmost importance. Giving personal touch to the services will give them immense satisfaction. It is really important to be updated in terms of facilities which are required by customers. Exceeding their expectations is the key to success in the restaurant business,” he elaborated further.