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Consumer Satisfaction/Dissatisfaction and Handling of Complaints in out of Home Eating Sector
3-18Views:130The contribution of the eating-out-of-home sector to the overall food spending of Hungarian households is very low, especially when compared to other, well developed countries. In order to increase this market – besides the improvement of the elements of macro- and micro-environment – a significant task is to strengthen and improve the consumer satisfaction and loyalty. Consumer satisfaction/dissatisfaction is a complex system whose key element is complaint handling. The research team conducted a questionnaire survey in the spring of 2014 in Hungary (Central Hungary and Northern Great Plain regions) with a sample of 1063 respondents of the age group 15+ years. In the survey, the research models and findings of former international research projects were taken into consideration. Our research results are in compliance with the international research results and trends, although differences may be found in the numbers and extent of the Hungarian results. In the Hungarian eating-out-of-home sector, the desired service quality of the consumers exceeds the detected quality of services particularly in the key areas. Despite the frequent consumer dissatisfaction, the documented forms of dissatisfaction, which could be recognized directly by the management (e.g. direct complaints towards the staff, registered opinion on the claims book), are very low. Guests prefer to use the indirect channels of complaint (for example choosing other restaurant, negative word of mouth, or reducing tips), which will result in that the specific reasons of complaints could not be recognized by management of the restaurant. The exploration and registration of the original problems are the main prerequisites of the successful improvement of consumer satisfaction, therefore establishing an active complaint management system should be a key task for the restaurants.
JEL code: D12
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Pilot-study for the Investigation of School Meals’ Preference and Main Factors of Restaurant Service
53-63Views:120In Hungarian public educational institutions (nurseries, kindergartens, primary and secondary schools) it is compulsory to provide food for schoolchildren at least by one meal per day. Schoolchildren represented 14% of the total population of Hungary in 2016. Although school catering is compulsory task for educational institutions, many students refuse this service, because of food intolerances or based on external reasons such as „I don’t like’, ”it is not tasty” or because of negative opinions and rumours about school catering services. Surveys have already been conducted in some countries on the acceptance of school catering services in order to explore the reasons of the negative experiences, but in Hungary, our research was the first in this topic. Our main goal was to explore the acceptance level of the school catering services and their meals in the sample of schools in Budapest. The first step of our research was to launch a pilot study, where 202 students and teachers of five schools in Budapest filled a questionnaire. The most preferred meals of the students were roasted and fried meats (they would like to have these meals more frequently), and cakes/desserts. The least preferred meals were pottage, and simple soups, which they would like to consume less frequently. Teachers preferred healthier food, e.g. fish, stewed or grilled vegetables. In almost half of the different meal types, a significant difference was detected between the answers of teachers and students. Noodle dishes, cakes and desserts were preferred at significantly higher level by the students. The different characteristics of the meals (taste, aroma, nutritional value, temperature, serving style) were assessed as significantly less important by the students than by teachers. Food hygiene, healthy food and diversity of meals were assessed equally well by the two respondent groups. Both respondent groups indicated that adapting to the individual needs of the consumers is inadequate.
JEL codes: D12, L83