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Study Reveals QSRs Missing Opportunities in Customer Service

Empathica Inc has released the results of its 2013 Quick Service Restaurant (QSR) Benchmark Study, which surveyed 10,000 US consumers on the 62 top QSR brands, measuring food, order accuracy, speed of service, menu, restaurant atmosphere and cleanliness, staff, and value. Results determined brand rankings in these categories as well as the drivers behind customer loyalty and satisfaction.
The study revealed that QSRs are competing against each other in terms of product, followed by customer service. While most brands are extremely successful in food taste, portion and order accuracy, results showed noticeable gaps in customer service areas like staff attitude and restaurant atmosphere. Further, fewer brands are focusing on healthy menu options and staff recommendations. These gaps in service are opportunities for QSRs to make changes and rise above the competition.
Empathica found that return visits are much higher when guests are most satisfied. The likelihood of a return visit increases from 20 percent to 81 percent when customers report a higher satisfaction rate. That significant change in customer satisfaction for a QSR can mean the difference between stagnancy and success.

When guests are strongly satisfied, they are four times more likely to recommend the restaurant to friends, family or colleagues. Benchmark results showed that brands are missing an opportunity in highly important service aspects like having an attentive and friendly staff, providing a comfortable environment and making customers feel valued throughout their experience.

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