Cornell Study Shows Value of Telephone and Online Reservations
Restaurant customers like the convenience of the internet, but they appreciate the personal touch of telephone reservations, according to a new restaurant industry study from Cornell's Center for Hospitality Research. The study found that nearly one-third of the 696 restaurant customers surveyed had made an online reservation, and those respondents tended to be young, relatively frequent guests. The restaurant business report, "How Restaurant Customers View Online Reservations," by Sheryl E. Kimes, is available at no charge from the center.
"Not surprisingly, the respondents said that online reservations were convenient," says Kimes, who is the Singapore Tourism Board Distinguished Professor of Asian Hospitality Management at the Cornell School of Hotel Administration. "But at the same time, these restaurant customers did not want to give up entirely on the personal connection with the restaurant that is only possible with a phone call. For that reason, I suggest that restaurants consider using both methods when they accept reservations."
"Not surprisingly, the respondents said that online reservations were convenient," says Kimes, who is the Singapore Tourism Board Distinguished Professor of Asian Hospitality Management at the Cornell School of Hotel Administration. "But at the same time, these restaurant customers did not want to give up entirely on the personal connection with the restaurant that is only possible with a phone call. For that reason, I suggest that restaurants consider using both methods when they accept reservations."