Measuring the Dining Experience: The Case of Vita Nova

Abstract

The considerable penetration of computers and internet connections makes it feasible to use electronic surveys to determine whether restaurant guests are satisfied with their meals. As demonstrated by the proprietary software in this case study, electronic surveys can provide rapid and effective feedback regarding guests’ assessment of food and service. Beyond that, correctly designed electronic surveys can gauge customers’ loyalty to a restaurant and raise warning signals when something is amiss. The demonstration takes place in Vita Nova, which is the teaching restaurant at the University of Delaware. Open only during academic terms, Vita Nova was expressly designed to teach restaurant students. Results of the survey showed that guests at this restaurant were highly satisfied and remarkably loyal, as calculated by a new measure, the Loyalty Power Index. This case study underscores the value of customer surveys in ensuring customer satisfaction.