Chili's Restaurant

Paper Summary:

This paper describes a research technique, which was used by a Chili's restaurant to seek more detailed information to determine its main customer service problems. The paper first explains that the methodology used was a mixed-method style of both quantitative and qualitative techniques. The paper then relates that the most common problems were identified as slow service, food arriving cold and unfriendly and not helpful waiters and waitresses. The paper includes the questions and the data analysis.

Table of Contents:
Research Design
Methodology
Results and Analysis

From the Paper:

"While the smoking ban significantly lowered the number of customers coming into the restaurant, many smokers apparently still come to Chili's. This indicates that the smoking availability was not the only reason that these people went to the restaurant. However, the service and the atmosphere seem to be the largest concerns, as they were cited as the biggest problems among those that said they would not return. These are, therefore, the areas that management must focus on if they wish to retain the customers that they have and begin to build up a larger customer base yet again."

Sample of Sources Used:

• Zikmund, W.G. (2003). Essentials of Marketing Research (2nd edition). Orlando, FL: Harcourt Brace & Co

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