Tourism and food and beverage sectors perform better in customer satisfaction index

Singapore's tourism and food and beverage sectors have performed better this quarter in customer satisfaction index.
Singapore's tourism and food and beverage sectors have performed better this quarter in customer satisfaction index.ST PHOTO: MARK CHEONG

SINGAPORE - Staff in the tourism and food and beverage sectors appear to be doing something right.

Both sectors did better this quarter, compared to the same period in 2015, according to a Customer Satisfaction Index of Singapore (CSISG) released on Tuesday (Nov 29).

The Institute of Service Excellence (ISES) at the Singapore Management University (SMU), which released the findings, said that the upticks are "statistically significant". Satisfaction in the tourism industry rose 2.4 per cent, while that in the food and beverage industry increased 4.4 per cent.

For the cafes and snack bars sub-sector, coffee chains Starbucks and Coffee Bean & Tea Leaf, and sandwich chain Delifrance took top spots, with their easy order-taking process, ability to accommodate special requests and attentiveness of service staff.

Fish & Co, Boon Tong Kee and Din Tai Fung came out tops in the restaurants sub-sector.

"Ease of making reservations and waiting time to be seated emerged as important differentiators with impact on both perceived quality and loyalty for the restaurants sub-sector," ISES said.

Although the food beverage industry improved, executive director of ISES Neeta Lachmandas said there has been a dip in expected quality among people here before they go to the outlets, "particularly in food courts, bars and pubs, as well as cafes and snack bars, possibly signalling a mindset adjustment within the manpower-constrained environment that businesses are operating in".

"A continued decline in expected quality may have adverse effects on repurchase intentions in the future," she added.

Customer satisfaction scores are computed based on customers' perceptions of overall satisfaction, ability to meet expectations and similarity to ideal. The scores are further influenced by factors such as perceived overall quality, perceived value and customer expectations.

The study in the third quarter was conducted between July and October 2016. A total of 8,563 surveys were completed.