Service.failure.and.Recovery.questionnaire.english

Customer Service Encounter Survey

Consumer Service Encounter Survey

We are a group of researchers from The University of Hong Kong conducting a Consumer Service Encounter Survey. This survey is intended to study customers’ feelings, attitudes, and opinions towards restaurant services. Your responses to the questionnaire are most important to our research. In this questionnaire, you will be asked to indicate your feelings, attitudes, and opinions towards a restaurant that you visit most often. This questionnaire consists of five sections with clear instructions. Please answer ALL the questions in each section by following the instructions. There are no right or wrong answers. We are only interested in honest and candid responses that best describe your feelings, attitudes, and opinions. After completing this questionnaire, you will receive HK$50.00 as a small token of our appreciation to your time and effort in participating in this survey. All the information collected in this questionnaire will be kept strictly confidential and used only for research purpose. No individual information will be disclosed and the results will be presented on an aggregated basis. If you have any further questions regarding this survey, please feel free to contact our survey coordinator Ms. Kimmy Chan at 2241-5360 or email to : kimmywa @ business.hku.hk. Thank you very much for your participation in this survey. Sincerely,

________________________________ Dr. Bennett Yim (Research Team Leader) Associate Professor of Marketing School of Business The University of Hong Kong

Customer Service Encounter Survey

PART I In this part, please give us some general information and your opinion about a restaurant that you visit most often. 1.

Please name a restaurant that you visit most often: ____________________________

2.

How long have you been a customer of this restaurant (approximately)?     

3.

How often have you been visiting the restaurant, on average, in the past few months?      

4.

Less than three months Three months to less than half a year Half a year to less than one year One to three years More than three years

Less than once every two months About once every two months About once a month About once every two weeks About once a week More than once a week

How satisfied are you with the overall experience at this restaurant? Completely Satisfied

Very Satisfied

Quite Satisfied

Average

Quite Dissatisfied

Very Dissatisfied

Completely Dissatisfied

7

6

5

4

3

2

1

1

Customer Service Encounter Survey Please circle a number to indicate your agreement with each of the following statements regarding the restaurant that you visit most often. (AH) Definitely Agree

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

7

6

5

4

3

2

1

5.

I have developed a personal friendship with some employees at this restaurant.

6.

I am very acquainted with employees at this restaurant.

7.

At least some employees of this restaurant are familiar with my personal requirements.

Compared to continue visiting this restaurant: (AL) 8.

It would take a lot of time and effort to locate a new restaurant.

9.

This restaurant provides me with particular privileges I would not receive elsewhere.

10.

There are certain benefits I would not retain if I were to switch restaurants.

11.

I would lose preferential treatment if changed restaurant.

12.

I am not sure what the level of service would be if I switched to a new restaurant.

13.

If I changed the restaurant, I would have to explain my personal requirements to the employees in the new restaurant.

14.

The service from another restaurant could be worse than the service I now receive.

15.

If I changed the restaurant, I would have to learn how the “system works” at the new one.

16.

I have spent a lot of time and money on the current restaurant.

17.

I have not invested much in the relationship with this restaurant.

2

Customer Service Encounter Survey Based on your prior experience with this restaurant, if you were to visit this restaurant in these few days, what will be your expectations toward the performance of the restaurant in the following areas? Extremely Good

Very Good

Quite Good

Average

Quite Poor

Very Poor

Extremely Poor

7

6

5

4

3

2

1

18.

Food quality of this restaurant?

19.

Service quality of this restaurant?

20.

Price level of this restaurant?

21.

Interior design or layout

22.

Variety of food

23.

Cleanness of the environment

24.

Overall performance of this restaurant?

3

Customer Service Encounter Survey

PART II All questions in this part are still regarding the restaurant that you visit most often. We will present you with a scenario of service encounter at this restaurant. Please try to put yourself into the role of the scenario and choose the answers that best describe your feelings and opinions. Your Service Encounter Scenario:

1.

How important is this dinner to you personally? Very important 7

2.

6

5

4

3

2

Not important at all 1

3

2

Not serious at all 1

How serious is this service failure of the restaurant? Very serious 7

6

5

4

4

Customer Service Encounter Survey Based on your above service encounter, what do you think about the restaurant’s performance at that dinner? 3. 4.

Very Good 7 One of the Best 7

6

5

4

3

2

Very Poor 1

6

5

4

3

2

One of the Worst 1

Based on your above service encounter, how would you rate the restaurant’s performance at that dinner as compared to your expectations? 5.

Much Better than Expected 7

6

5

4

3

Much Worse than Expected 2 1

Based on the above service encounter, how satisfied were you with the restaurant at that dinner? 6. Very satisfied Very dissatisfied 7 6 5 4 3 2 1

Based on your above service encounter, please use the following adjectives to describe your feeling towards this encounter. Please circle a number on the scale to indicate the intensity of your feeling. (AP & AG) Extremely 5

Strongly 4

Moderately 3

A little 2

Not at all 1

7. Concerned 8. Gloomy 9. Aroused 10. Angry 11. Miserable 12. Frustrated 13. Tense 14. Embarrassed 15. Worried 16. Threatened 17. Ashamed 18. Unimpressed 19. Depressed 20. Under whelmed 21. Distressed 22. Alarmed 23. Humiliate 5

Customer Service Encounter Survey 24. Shocked 25. Disappointed 26. Calm 27. Sad 28. Annoyed 29. Afraid 30. Anxious 31. Surprised 32. Confused 33. Astounded 34. Bothered 35. Nervous 36. Pitied 37. Betrayed 38. Rebuffed 39. Serene Based on your prior experience with the restaurant and the above service encounter, what do you think about this restaurant? (Please circle a number that best describes your answer to each question.) 40.

Very Good 7

6

5

4

3

2

Very Poor 1

Based on your prior experience with the restaurant and the above service encounter, what do you think of the performance of the restaurant in the following areas? Extremely Good

Very Good

Quite Good

7

6

5

41. Food quality of this restaurant? 42. Service quality of this restaurant? 43. Price level of this restaurant? 44. Interior design or layout 45. Variety of food 46. Cleanness of the environment

Average

Quite Poor

Very Poor

Extremely Poor

4

3

2

1

Customer Service Encounter Survey

6

Customer Service Encounter Survey Based on your above service encounter, how likely would you engage in the following behaviors? (Please circle a number that best describes your answer to each question.) (I&Y) Definitely

Very Likely

Likely

Not Sure

Unlikely

7

6

5

4

3

Very Unlikely Impossible

2

1

47. Do nothing. 48. Forget the incident quickly. 49. I would blame myself. 50. I would complain to the manager immediately. 51. I would complain to the employee of that restaurant that I familiar with. 52. I would ask the restaurant to take care of the problem. 53. I would not visit the restaurant again. 54. I would tell my friends and relatives about my bad experience. 55. I would convince my friends and relatives not to visit this restaurant 56. I would complain to the consumer council and ask them to make the restaurant take care of my problem. 57. I would write a letter to the local newspaper about this bad experience. 58. I would report to the consumer council so that they can warn other consumers. 59. I would take legal actions against the restaurant. 60. I would wait and hope that things will be improved at the restaurant. 61. I would remain loyal to the restaurant. 62. I would communicate the reasons for my dissatisfaction to the restaurant.

7

Customer Service Encounter Survey Assuming that the restaurant is now trying to improve its service by encouraging customers to make complaints about its service failures. This suggests that your complaint would be heard and taken care of by the restaurant. If you were to make a complaint to the restaurant regarding your service encounter described earlier, what would the restaurant have to do to make you satisfied? (Please circle a number to indicate the degree of your agreement with each of the following statements.) ( C )

Definitely Agree

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

7

6

5

4

3

2

1

63. The restaurant should take care of my complaint immediately. 64. The restaurant should make a personal apology to me. 65. The restaurant should give assurance that the same problem will not happen again. 66. The restaurant should make a monetary compensation to me. 67. The restaurant should provide a written apology to me. 68. The restaurant should acknowledge its mistake. 69. The restaurant should provide a reasonable explanation to me as to why the problem occurred. 70. The restaurant should hold a courteous, helpful, and sincere attitude when responding to my complaint. 71. The restaurant should promise to research and investigate the problem. 72. The restaurant should quickly correct its mistake.

8

Customer Service Encounter Survey

PART III Assume that the restaurant has dealt with your complaint and has given you the following response. The Restaurant’s Response to Your Complaint:

Please answer the following questions by circling the number that best describes your answer. 1.

Based on the above restaurant’s responses to your complaint, what do you think about the speed of its response? Very Slow 1

2.

3

4

5

6

Very Fast 7

Based on the above restaurant’s responses to your complaint, what do you think about the compensation provided to you? Very Insufficient 1

3.

2

2

3

4

5

6

Very Sufficient 7

Based on the above restaurant’s responses to your complaint, what do you think about the attitude of it when dealing with your complaint? Very Good 7

6

5

4

3

2

Very Poor 1

Customer Service Encounter Survey

9

Customer Service Encounter Survey Please think back about your service encounter at this restaurant that was described in the scenario and your expectations on the restaurant’s response to your complaint. How would you evaluate the restaurant’s response to your complaint? (A & G) (Please circle a number to indicate your agreement with each of the following statements.) Definitely Agree

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

7

6

5

4

3

2

1

4.

The compensation I received was fair.

5.

I did not get what I deserved.

6.

In resolving the problem, the restaurant gave me what I needed.

7.

The outcome I received was not right.

8.

The length of time taken to resolve my problem was longer than necessary.

9.

The restaurant showed adequate flexibility in dealing with my complaint.

10.

I had no say in the outcome of the complaint.

11.

They seemed very concerned about my problem.

12.

I felt that the restaurant was rude in handling my complaint.

13.

They put a lot of positive energy into handling my problem.

14.

The employees did not give me the courtesy I was due.

15.

The employees’ communications with me were appropriate.

16.

The employees did not put the proper effort into handling my complaint.

Overall, how would you rate the restaurant’s response to your complaint? 17.

Much Worse Than Expected 7

6

5

4

3

2

Much Better Than Expected 1

10

Customer Service Encounter Survey Based on the restaurant’s response to your complaint, please use the following adjectives to describe your feeling towards the restaurant’s response. Please circle a number on the scale to indicate the intensity of your feeling given the restaurant’s responses to your complaint. (AP & AG)

18. 19. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55.

Extremely 5 Concerned Gloomy Happy Excited Aroused Angry Miserable Gald Frustrated Tense Embarrassed Worried Threatened Ashamed Unimpressed Depressed Under whelmed Distressed Pleased Alarmed Humiliate Delighted Shocked Disappointed Satisfied Calm Sad Content Annoyed Afraid Anxious Surprised Confused Astounded Bothered Nervous Pitied Betrayed Rebuffed Serene

Strongly 4

Moderately 3

A little 2

Not at all 1

11

Customer Service Encounter Survey

How satisfied are you with the restaurant’s responses to your complaint in the following areas? Very Satisfied

Satisfied

A Little Satisfied

Neither Satisfied Nor Dissatisfied

A Little Dissatisfied

Dissatisfied

Definitely Dissatisfied

7

6

5

4

3

2

1

58.

The speed of the response in handling your complaint?

59.

The compensations provided by the restaurant?

60.

The restaurant’s sincerity in handling your complaint?

61.

Overall, how satisfied were you with the restaurant’s responses to your complaint?

After this service encounter (i.e. your prior experience with the restaurant, this service failure encounter and the restaurant’s response to your complaint), what do you think of the performance of the restaurant in the following areas? Extremely Good

Very Good

Quite Good

Average

Quite Poor

Very Poor

Extremely Poor

7

6

5

4

3

2

1

62. Food quality of this restaurant? 63. Service quality of this restaurant? 64. Price level of this restaurant? 65. Interior design or layout 66. Variety of food 67. Cleanness of the environment

12

Customer Service Encounter Survey After this service encounter (i.e. your prior experience with the restaurant, this service failure encounter and the restaurant’s response to your complaint), how’s your overall satisfaction with this restaurant? 68. Very Satisfied

7

Satisfied

A Little Satisfied

Neither Satisfied Nor Dissatisfied

A Little Dissatisfied

Dissatisfied

Definitely Dissatisfied

6

5

4

3

2

1

After this experience with the restaurant, how likely will you take any of the following actions? (Please circle a number to indicate the likelihood of taking each of the following actions.) (AN) Definitely

Very Likely

Likely

Not Sure

Unlikely

7

6

5

4

3

Very Unlikely Impossible

2

1

69. I will continue visiting the restaurant. 70. I will never return to this restaurant next time. 71. I would highly recommend its services to my friends and relatives. 72. I will spread positive WOM about the restaurant. 73. If my friends were looking for a restaurant, I would tell them to try this one. 74. I will increase my frequency of visiting this restaurant. 75. I will visit the restaurant less often than before. 76. I will be more tolerance of minor mistake that happened during my visit to this restaurant. 77. I will continue to visit this restaurant even it raise its prices. 78. I would make this restaurant my only choice for dinners.

13

Customer Service Encounter Survey

PART IV In this part, please circle a number to indicate your agreement with each of the following statements about yourself. (Mkt Scale Handbook I: Aggressiveness & Assertiveness) Definitely Agree

7

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

6

5

4

3

2

1

1.

I am always patient with others.

2.

I am irritated a great deal more often than other people.

3.

When I disapprove of my friends’ behavior, I let them know it.

4.

I demand that people respect my rights.

5.

When people yell at me, I yell back.

6.

I generally cover up my poor opinion of others.

7.

I would rather concede a point than get into argument about it.

8.

I enjoy the conversations with others (e.g., the employees in this restaurant).

9.

I find it embarrassing to return merchandise.

10.

I have avoided asking questions for fear of sounding stupid.

11.

I avoid arguing over prices with clerks and salesman.

12.

I am open and frank about my feelings.

13.

I often have a hard time saying “No.”

14.

If a couple near me in a theater or at a lecture were conversing rather loudly, I would ask them to be quiet or to take their conversation elsewhere.

15.

I don’t like to talk to my friends about my purchases.

16.

I like introducing new products/services to my friends.

17.

I don’t care to find out what products my friends buy or use.

14

Customer Service Encounter Survey

Definitely Agree

7

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

6

5

4

3

2

1

(AY) 18.

Moody more than others

19.

Temperamental

20.

Envious

21.

Emotions go way up and down

22.

Jealous

23.

Feel uncomfortable in a group of people R

24.

Prefer to be alone rather than in a large group R

25.

Feel bashful more than others R

26.

Bold

27.

Extroverted when with people

28.

Shy R

29.

Quiet when with people

30.

Frequently feel highly creative

31.

Imaginative

32.

Enjoy beauty more than others

33.

Find novel solutions

34.

More original than others

35.

Rude with others

36.

Harsh when others make a mistake

37.

Tenderhearted with others

38.

Sympathetic

39.

Cold to others

40.

Careless

41.

Precise

42.

Efficient

43.

Organized

44.

Sloppy R

45.

Orderly 15

Customer Service Encounter Survey Please circle a number to indicate your agreement with each of the following statements about your purchase attitudes. (Marketing Scale handbook I & II) Definitely Agree

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

7

6

5

4

3

2

1

46.

I would get tired of going to the same restaurant everytime.

47.

If I always dine out, I would probably like to try all the different restaurant, instead of visit one most of the time.

48.

I enjoy sampling different restaurants of commonplace products for the sake of comparison.

49.

I would rather stick with a restaurant I usually go than try other restaurant that I am not very sure of.

50.

Even for an important date or dinner, I wouldn’t wary of trying a new or unfamiliar restaurant.

Please circle a number to indicate your agreement with each of the following statements about your attitudes towards complaint. (L, Mkt Scale handbook I & K3) Definitely Agree

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

7

6

5

4

3

2

1

51.

I often complain when I’m dissatisfied with services or product because I feel it is my duty to do so.

52.

People are bound to end up with unsatisfactory products/services once in a while, so they should not complain.

53.

I don’t like people who complain to stores, because usually their complaints are unreasonable.

54.

It bothers me quite a bit if I do not complain about an unsatisfactory product/service.

55.

It sometimes feels good to get my dissatisfaction and frustration with the product off my chest by complaining.

16

Customer Service Encounter Survey Definitely Agree

Agree

A Little Agree

Neither Agree Nor Disagree

A Little Disagree

Disagree

Definitely Disagree

7

6

5

4

3

2

1

56.

By making complaints about unsatisfactory products/services, in the long run the quality of products will improve.

57.

By complaining about defective products/services, I may prevent other consumers from experiencing the same problem.

58.

When a customer returns a defective product, he usually has to go through a lot of annoying paperwork.

59.

Making a complaint about a defective product/service usually takes a lot of time.

60.

Making a complaint usually requires a special trip to complain.

61.

It is usually difficult to find the complaint procedure.

62.

When you complain, sometimes you will be blamed for the dissatisfaction.

63.

Making complaint is embarrassing.

64.

Most companies care nothing at all about the consumer.

65.

In general, companies are plain dishonest in their dealing with the consumer.

66.

My complaint may cause some employees lose their jobs.

Please indicate your answers of the following questions by checking the box. 67.

Have you ever made a complaint to any companies?  Yes

68.

 No (No need to answer the following two questions)

How often did you actually receive responses from companies to address complaints you made?  Almost never  Seldom  Sometimes  Always

69.

Overall, how often were you satisfied with the responses you received on your complaints?  Almost never  Seldom  Sometimes  Always

Customer Service Encounter Survey

PART V

17

Please  your answer to each of the following questions. Sex:

 Male

Age:

     

 Female

18-24 25-30 31-40 41-50 51-60 older than 60

Marital Status:

 Married

 Single

Occupation:

          

Professionals Managerial / Executive Clerical / Secretary Technical Customer service (Retailing / Catering) Manufacturing Students Housewife Retired Unemployed Others (Please specify: ________________)

Education:

   

College or above Form 7 Form 5 graduates Below Form 5

Monthly Income:

    

above $50,000 $30,000 – $50,000 $20,000 – $29,999 $10,000 – $19,999 Below $10,000 End of the Questionnaire

 Other

Customer Service Encounter Survey

~Thank You~ 18