Customer Service Encounter Survey

Consumer Service Encounter Survey

We are a group of researchers from The University of Hong Kong conducting a Consumer
Service Encounter Survey. This survey is intended to study customers feelings, attitudes, and
opinions toards restaurant services. !our responses to the "uestionnaire are most important to our
research.
#n this "uestionnaire, you ill $e as%ed to indicate your feelings, attitudes, and opinions toards
a restaurant that you visit most often. This "uestionnaire consists of five sections ith clear
instructions. &lease anser '(( the "uestions in each section $y folloing the instructions. There
are no right or rong ansers. We are only interested in honest and candid responses that $est
descri$e your feelings, attitudes, and opinions. 'fter completing this "uestionnaire, you ill receive
HK)*+.++ as a small to%en of our appreciation to your time and effort in participating in this survey.
'll the information collected in this "uestionnaire ill $e %ept strictly confidential and used only
for research purpose. ,o individual information ill $e disclosed and the results ill $e presented
on an aggregated $asis. #f you have any further "uestions regarding this survey, please feel free to
contact our survey coordinator -s. Kimmy Chan at ../01*23+ or email to 4 %immya 5
$usiness.h%u.h%.
Than% you very much for your participation in this survey.
Sincerely,
66666666666666666666666666666666
7r. 8ennett !im 9:esearch Team (eader;
'ssociate &rofessor of -ar%eting
School of 8usiness
The University of Hong Kong
Customer Service Encounter Survey
PART I
In this part, please give us some general information and your opinion about a restaurant that
you visit most often.
0. &lease name a restaurant that you visit most often4 6666666666666666666666666666
.. Ho long have you $een a customer of this restaurant 9appro<imately;=
(ess than three months
Three months to less than half a year
Half a year to less than one year
>ne to three years
-ore than three years
2. Ho often have you $een visiting the restaurant, on average, in the past fe months=
(ess than once every to months
'$out once every to months
'$out once a month
'$out once every to ee%s
'$out once a ee%
-ore than once a ee%
/. Ho satisfied are you ith the overall e<perience at this restaurant=
Completely ?ery @uite @uite ?ery Completely
Satisfied Satisfied Satisfied 'verage 7issatisfied 7issatisfied 7issatisfied
A 3 * / 2 . 0
0
Customer Service Encounter Survey
Please circle a number to indicate your agreement ith each of the folloing statements
regarding the restaurant that you visit most often. !A"#
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
*. # have developed a personal friendship ith some employees at this restaurant.
3. # am very ac"uainted ith employees at this restaurant.
A. 't least some employees of this restaurant are familiar ith my personal re"uirements.
Compared to continue visiting this restaurant$ !A%#
B. #t ould ta%e a lot of time and effort to locate a ne restaurant.
C. This restaurant provides me ith particular privileges # ould not receive elsehere.
0+. There are certain $enefits # ould not retain if # ere to sitch restaurants.
00. # ould lose preferential treatment if changed restaurant.
0.. # am not sure hat the level of service ould $e if # sitched to a ne restaurant.
02. #f # changed the restaurant, # ould have to e<plain my personal re"uirements to the
employees in the ne restaurant.
0/. The service from another restaurant could $e orse than the service # no receive.
0*. #f # changed the restaurant, # ould have to learn ho the Dsystem or%sE at the ne one.
03. # have spent a lot of time and money on the current restaurant.
0A. # have not invested much in the relationship ith this restaurant.
.
Customer Service Encounter Survey
&ased on your prior e'perience ith this restaurant, if you ere to visit this restaurant in these
fe days, hat ill be your e'pectations toard the performance of the restaurant in the
folloing areas(
E<tremely ?ery @uite @uite ?ery E<tremely
Food Food Food 'verage &oor &oor &oor
A 3 * / 2 . 0
0B. Good "uality of this restaurant=
0C. Service "uality of this restaurant=
.+. &rice level of this restaurant=
.0. #nterior design or layout
... ?ariety of food
.2. Cleanness of the environment
./. >verall performance of this restaurant=
2
Customer Service Encounter Survey
PART II
All )uestions in this part are still regarding the restaurant that you visit most often.
*e ill present you ith a scenario of service encounter at this restaurant.
Please try to put yourself into the role of the scenario and choose the ansers that best
describe your feelings and opinions.
+our Service Encounter Scenario$
0. Ho important is this dinner to you personally=
?ery ,ot important
important at all
A 3 * / 2 . 0
.. Ho serious is this service failure of the restaurant=
?ery serious ,ot serious at all
A 3 * / 2 . 0
/
Customer Service Encounter Survey
&ased on your above service encounter, hat do you thin, about the restaurant-s performance
at that dinner(
2. ?ery Food ?ery &oor
A 3 * / 2 . 0
/. >ne of the 8est >ne of the Worst
A 3 * / 2 . 0
&ased on your above service encounter, ho ould you rate the restaurant-s performance at
that dinner as compared to your e'pectations(
*. -uch 8etter than -uch Worse than
E<pected E<pected
A 3 * / 2 . 0
&ased on the above service encounter, ho satisfied ere you ith the restaurant at that
dinner(
3. ?ery satisfied ?ery dissatisfied
A 3 * / 2 . 0
&ased on your above service encounter, please use the folloing ad.ectives to describe your
feeling toards this encounter. Please circle a number on the scale to indicate the intensity of
your feeling. !AP / A0#
E<tremely Strongly -oderately ' little ,ot at all
* / 2 . 0
A. Concerned
B. Floomy
C. 'roused
0+. 'ngry
00. -isera$le
0.. Grustrated
02. Tense
0/. Em$arrassed
0*. Worried
03. Threatened
0A. 'shamed
0B. Unimpressed
0C. 7epressed
.+. Under helmed
.0. 7istressed
... 'larmed
.2. Humiliate
*
Customer Service Encounter Survey
./. Shoc%ed
.*. 7isappointed
.3. Calm
.A. Sad
.B. 'nnoyed
.C. 'fraid
2+. 'n<ious
20. Surprised
2.. Confused
22. 'stounded
2/. 8othered
2*. ,ervous
23. &itied
2A. 8etrayed
2B. :e$uffed
2C. Serene
&ased on your prior e'perience ith the restaurant and the above service encounter, hat do
you thin, about this restaurant( !Please circle a number that best describes your anser to
each )uestion.#
/+. ?ery Food ?ery &oor
A 3 * / 2 . 0
&ased on your prior e'perience ith the restaurant and the above service encounter, hat do
you thin, of the performance of the restaurant in the folloing areas(
E<tremely ?ery @uite @uite ?ery E<tremely
Food Food Food 'verage &oor &oor &oor
A 3 * / 2 . 0
/0. Good "uality of this restaurant=
/.. Service "uality of this restaurant=
/2. &rice level of this restaurant=
//. #nterior design or layout
/*. ?ariety of food
/3. Cleanness of the environment
Customer Service Encounter Survey
3
Customer Service Encounter Survey
&ased on your above service encounter, ho li,ely ould you engage in the folloing
behaviors( !Please circle a number that best describes your anser to each )uestion.#
!I/+#
?ery ,ot ?ery
7efinitely (i%ely (i%ely Sure Unli%ely Unli%ely #mpossi$le
A 3 * / 2 . 0
/A. 7o nothing.
/B. Gorget the incident "uic%ly.
/C. # ould $lame myself.
*+. # ould complain to the manager immediately.
*0. # ould complain to the employee of that restaurant that # familiar ith.
*.. # ould as% the restaurant to ta%e care of the pro$lem.
*2. # ould not visit the restaurant again.
*/. # ould tell my friends and relatives a$out my $ad e<perience.
**. # ould convince my friends and relatives not to visit this restaurant
*3. # ould complain to the consumer council and as% them to ma%e the restaurant ta%e care of my
pro$lem.
*A. # ould rite a letter to the local nespaper a$out this $ad e<perience.
*B. # ould report to the consumer council so that they can arn other consumers.
*C. # ould ta%e legal actions against the restaurant.
3+. # ould ait and hope that things ill $e improved at the restaurant.
30. # ould remain loyal to the restaurant.
3.. # ould communicate the reasons for my dissatisfaction to the restaurant.
A
Customer Service Encounter Survey
Assuming that the restaurant is no trying to improve its service by encouraging customers to
ma,e complaints about its service failures. This suggests that your complaint ould be heard
and ta,en care of by the restaurant.
If you ere to ma,e a complaint to the restaurant regarding your service encounter described
earlier, hat ould the restaurant have to do to ma,e you satisfied( !Please circle a number to
indicate the degree of your agreement ith each of the folloing statements.# ! C #
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
32. The restaurant should ta%e care of my complaint immediately.
3/. The restaurant should ma%e a personal apology to me.
3*. The restaurant should give assurance that the same pro$lem ill not happen again.
33. The restaurant should ma%e a monetary compensation to me.
3A. The restaurant should provide a ritten apology to me.
3B. The restaurant should ac%noledge its mista%e.
3C. The restaurant should provide a reasona$le e<planation to me as to hy the pro$lem occurred.
A+. The restaurant should hold a courteous, helpful, and sincere attitude hen responding to my
complaint.
A0. The restaurant should promise to research and investigate the pro$lem.
A.. The restaurant should "uic%ly correct its mista%e.
B
Customer Service Encounter Survey
PART III
Assume that the restaurant has dealt ith your complaint and has given you the folloing
response.
The Restaurant-s Response to +our Complaint$
Please anser the folloing )uestions by circling the number that best describes your anser.
0. 8ased on the a$ove restaurants responses to your complaint, hat do you thin% a$out the
speed of its response=
?ery Slo ?ery Gast
0 . 2 / * 3 A
.. 8ased on the a$ove restaurants responses to your complaint, hat do you thin% a$out the
compensation provided to you=
?ery #nsufficient ?ery Sufficient
0 . 2 / * 3 A
2. 8ased on the a$ove restaurants responses to your complaint, hat do you thin% a$out the
attitude of it hen dealing ith your complaint=
?ery Food ?ery &oor
A 3 * / 2 . 0
Customer Service Encounter Survey
C
Customer Service Encounter Survey
Please thin, bac, about your service encounter at this restaurant that as described in the
scenario and your e'pectations on the restaurant-s response to your complaint.
"o ould you evaluate the restaurant-s response to your complaint( !A / 0#
!Please circle a number to indicate your agreement ith each of the folloing statements.#
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
/. The compensation # received as fair.
*. # did not get hat # deserved.
3. #n resolving the pro$lem, the restaurant gave me hat # needed.
A. The outcome # received as not right.
B. The length of time ta%en to resolve my pro$lem as longer than necessary.
C. The restaurant shoed ade"uate fle<i$ility in dealing ith my complaint.
0+. # had no say in the outcome of the complaint.
00. They seemed very concerned a$out my pro$lem.
0.. # felt that the restaurant as rude in handling my complaint.
02. They put a lot of positive energy into handling my pro$lem.
0/. The employees did not give me the courtesy # as due.
0*. The employees communications ith me ere appropriate.
03. The employees did not put the proper effort into handling my complaint.
1verall, ho ould you rate the restaurant-s response to your complaint(
0A. -uch Worse -uch 8etter
Than E<pected Than E<pected
A 3 * / 2 . 0
0+
Customer Service Encounter Survey
&ased on the restaurant-s response to your complaint, please use the folloing ad.ectives to
describe your feeling toards the restaurant-s response.
Please circle a number on the scale to indicate the intensity of your feeling given the
restaurant-s responses to your complaint. !AP / A0#
E<tremely Strongly -oderately ' little ,ot at all
* / 2 . 0
0B. Concerned
0C. Floomy
0B. Happy
0C. E<cited
.+. 'roused
.0. 'ngry
... -isera$le
.2. Fald
./. Grustrated
.*. Tense
.3. Em$arrassed
.A. Worried
.B. Threatened
.C. 'shamed
2+. Unimpressed
20. 7epressed
2.. Under helmed
22. 7istressed
2/. &leased
2*. 'larmed
23. Humiliate
2A. 7elighted
2B. Shoc%ed
2C. 7isappointed
/+. Satisfied
/0. Calm
/.. Sad
/2. Content
//. 'nnoyed
/*. 'fraid
/3. 'n<ious
/A. Surprised
/B. Confused
/C. 'stounded
*+. 8othered
*0. ,ervous
*.. &itied
*2. 8etrayed
*/. :e$uffed
**. Serene
00
Customer Service Encounter Survey
"o satisfied are you ith the restaurant-s responses to your complaint in the folloing areas(
?ery ' (ittle ,either Satisfied ' (ittle 7efinitely
Satisfied Satisfied Satisfied ,or 7issatisfied 7issatisfied 7issatisfied 7issatisfied
A 3 * / 2 . 0
*B. The speed of the response in handling your complaint=
*C. The compensations provided $y the restaurant=
3+. The restaurants sincerity in handling your complaint=
30. >verall, ho satisfied ere you ith the restaurants responses to your complaint=
After this service encounter !i.e. your prior e'perience ith the restaurant, this service failure
encounter and the restaurant-s response to your complaint#, hat do you thin, of the
performance of the restaurant in the folloing areas(
E<tremely ?ery @uite @uite ?ery E<tremely
Food Food Food 'verage &oor &oor &oor
A 3 * / 2 . 0
3.. Good "uality of this restaurant=
32. Service "uality of this restaurant=
3/. &rice level of this restaurant=
3*. #nterior design or layout
33. ?ariety of food
3A. Cleanness of the environment
0.
Customer Service Encounter Survey
After this service encounter !i.e. your prior e'perience ith the restaurant, this service failure
encounter and the restaurant-s response to your complaint#, ho-s your overall
satisfaction ith this restaurant(
3B. ?ery ' (ittle ,either Satisfied ' (ittle 7efinitely
Satisfied Satisfied Satisfied ,or 7issatisfied 7issatisfied 7issatisfied 7issatisfied
A 3 * / 2 . 0
After this e'perience ith the restaurant, ho li,ely ill you ta,e any of the folloing actions(
!Please circle a number to indicate the li,elihood of ta,ing each of the folloing actions.# !A2#
?ery ,ot ?ery
7efinitely (i%ely (i%ely Sure Unli%ely Unli%ely #mpossi$le
A 3 * / 2 . 0
3C. # ill continue visiting the restaurant.
A+. # ill never return to this restaurant ne<t time.
A0. # ould highly recommend its services to my friends and relatives.
A.. # ill spread positive W>- a$out the restaurant.
A2. #f my friends ere loo%ing for a restaurant, # ould tell them to try this one.
A/. # ill increase my fre"uency of visiting this restaurant.
A*. # ill visit the restaurant less often than $efore.
A3. # ill $e more tolerance of minor mista%e that happened during my visit to this restaurant.
AA. # ill continue to visit this restaurant even it raise its prices.
AB. # ould ma%e this restaurant my only choice for dinners.
02
Customer Service Encounter Survey
PART I3
In this part, please circle a number to indicate your agreement ith each of the folloing
statements about yourself. !4,t Scale "andboo, I$ Aggressiveness / Assertiveness#
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
0.
# am alays patient ith others.
..
# am irritated a great deal more often than other people.
2.
When # disapprove of my friends $ehavior, # let them %no it.
/.
# demand that people respect my rights.
*.
When people yell at me, # yell $ac%.
3.
# generally cover up my poor opinion of others.
A.
# ould rather concede a point than get into argument a$out it.
B.
# enHoy the conversations ith others 9e.g., the employees in this restaurant;.
C.
# find it em$arrassing to return merchandise.
0+.
# have avoided as%ing "uestions for fear of sounding stupid.
00.
# avoid arguing over prices ith cler%s and salesman.
0..
# am open and fran% a$out my feelings.
02.
# often have a hard time saying D,o.E
0/.
#f a couple near me in a theater or at a lecture ere conversing rather loudly, # ould as%
them to $e "uiet or to ta%e their conversation elsehere.
0*.
# dont li%e to tal% to my friends a$out my purchases.
03.
# li%e introducing ne productsIservices to my friends.
0A.
# dont care to find out hat products my friends $uy or use.
0/
Customer Service Encounter Survey
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
!A+#
0B.
-oody more than others
0C.
Temperamental
.+.
Envious
.0.
Emotions go ay up and don
...
Jealous
.2.
Geel uncomforta$le in a group of people :

./.
&refer to $e alone rather than in a large group :
.*.
Geel $ashful more than others :
.3.
8old
.A.
E<troverted hen ith people
.B.
Shy :
.C.
@uiet hen ith people
2+.
Gre"uently feel highly creative
20.
#maginative
2..
EnHoy $eauty more than others
22.
Gind novel solutions
2/.
-ore original than others
2*.
:ude ith others
23.
Harsh hen others ma%e a mista%e
2A.
Tenderhearted ith others
2B.
Sympathetic
2C.
Cold to others
/+.
Careless
/0.
&recise
/..
Efficient
/2.
>rganiKed
//.
Sloppy :
/*.
>rderly
0*
Customer Service Encounter Survey
Please circle a number to indicate your agreement ith each of the folloing statements about
your purchase attitudes. !4ar,eting Scale handboo, I / II#
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
/3.
# ould get tired of going to the same restaurant everytime.
/A.
#f # alays dine out, # ould pro$a$ly li%e to try all the different restaurant, instead of visit
one most of the time.
/B.
# enHoy sampling different restaurants of commonplace products for the sa%e of comparison.
/C.
# ould rather stic% ith a restaurant # usually go than try other restaurant that # am not very
sure of.
*+.
Even for an important date or dinner, # ouldnt ary of trying a ne or unfamiliar
restaurant.
Please circle a number to indicate your agreement ith each of the folloing statements about
your attitudes toards complaint. !%, 4,t Scale handboo, I / 56#
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
*0.
# often complain hen #m dissatisfied ith services or product $ecause # feel it is my duty to
do so.
*..
&eople are $ound to end up ith unsatisfactory productsIservices once in a hile, so they
should not complain.
*2.
# dont li%e people ho complain to stores, $ecause usually their complaints are
unreasona$le.
*/.
#t $others me "uite a $it if # do not complain a$out an unsatisfactory productIservice.
**.
#t sometimes feels good to get my dissatisfaction and frustration ith the product off my
chest $y complaining.
03
Customer Service Encounter Survey
7efinitely ' (ittle ,either 'gree ' (ittle 7efinitely
'gree 'gree 'gree ,or 7isagree 7isagree 7isagree 7isagree
A 3 * / 2 . 0
*3.
8y ma%ing complaints a$out unsatisfactory productsIservices, in the long run the "uality of
products ill improve.
*A.
8y complaining a$out defective productsIservices, # may prevent other consumers from
e<periencing the same pro$lem.
*B.
When a customer returns a defective product, he usually has to go through a lot of annoying
paperor%.
*C.
-a%ing a complaint a$out a defective productIservice usually ta%es a lot of time.
3+.
-a%ing a complaint usually re"uires a special trip to complain.
30.
#t is usually difficult to find the complaint procedure.
3..
When you complain, sometimes you ill $e $lamed for the dissatisfaction.
32.
-a%ing complaint is em$arrassing.
3/.
-ost companies care nothing at all a$out the consumer.
3*.
#n general, companies are plain dishonest in their dealing ith the consumer.
33.
-y complaint may cause some employees lose their Ho$s.
Please indicate your ansers of the folloing )uestions by chec,ing the bo'.
3A.
Have you ever made a complaint to any companies=
!es ,o 9,o need to anser the folloing to "uestions;
3B.
Ho often did you actually receive responses from companies to address complaints you
made=
'lmost never
Seldom
Sometimes
'lays
3C.
>verall, ho often ere you satisfied ith the responses you received on your complaints=
'lmost never
Seldom
Sometimes
'lays
Customer Service Encounter Survey
PART 3
Please your anser to each of the folloing )uestions.

Se'$ -ale Gemale
Age$ 0B1./
.*12+
201/+
/01*+
*013+
older than 3+
4arital Status$ -arried Single >ther
1ccupation$ &rofessionals
-anagerial I E<ecutive
Clerical I Secretary
Technical
Customer service 9:etailing I Catering;
-anufacturing
Students
Houseife
:etired
Unemployed
>thers 9&lease specify4 6666666666666666;
Education$ College or a$ove
Gorm A
Gorm * graduates
8elo Gorm *
4onthly Income$ a$ove )*+,+++
)2+,+++ L )*+,+++
).+,+++ L ).C,CCC
)0+,+++ L )0C,CCC
8elo )0+,+++
End of the 7uestionnaire
0A
Customer Service Encounter Survey
8Than, +ou8
0B