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LaRC Cafeteria Kano Survey Brief. Background. LaRC Exchange Council formed a blue ribbon panel to improve cafeteria services This panel was set up to Develop and administer a center wide needs assessment survey Conduct focus groups 

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Larc cafeteria kano survey brief l.jpg

LaRC CafeteriaKano Survey Brief


Background l.jpg
Background

  • LaRC Exchange Council formed a blue ribbon panel to improve cafeteria services

  • This panel was set up to

    • Develop and administer a center wide needs assessment survey

    • Conduct focus groups 

    • Develop a Cafeteria Strategic Business Plan based on the results of the the survey and subsequent focus groups

  • Kano Survey and Analysis was the methodology chosen to address the survey needs

    • Cafeteria key features were used to develop survey


What is a kano survey and analysis l.jpg
What is a Kano Survey and Analysis?

  • “Voice Of the Customer” tool used to confirm and categorize Critical To the Customer (CTC’s) requirements

  • Allows mapping of CTC’s into different dimensions of customer satisfaction

  • Questions are written as “pairs” - functional and dysfunctional

    • The results of each pair are then classified based on the response

  • Must-be - “Givens” or “table stakes”. Will create significant dissatisfaction if these expectations are not met

  • 2. Attractive – Provide unexpected excitement and satisfaction – the “wow” factor. These features can delight the customer

  • 3. One Dimensional – “More / less is better”

  • 4. Indifferent – Produce a “who cares?” reaction if the feature is there or not.


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What does a Kano survey question look like?

  1a.   If the cafeteria offered Home Style hot lunches, how do you feel?                   I Like it that way            I expect it that way             I am neutral             I can live with it that way            I dislike it that way     1b.   If the cafeteria did not offer Home Style hot lunches, how do you feel?                    I Like it that way             I expect it that way             I am neutral             I can live with it that way            I dislike it that way  

  How important is the home style lunch feature?

Totally Unimportant      Very Important      1   2   3   4   5   6   7   8   9


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Survey Statistics and Demographics

  • Survey Statistics

    • Population 3500

    • Surveys 635

    • Error +/- 3.5%

    • Confidence 95%


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Executive Summary – Survey Results

IndifferentLow Carb hot itemsMake your own sandwichesSelf Serve ice creamSmoothies

Off Peak time discounts

Exhibition Cooking

International Buffett

Pizza

Cooked to order items

Latte and Espresso

One Dimensional Home Style Hot Lunch Vegetable Entre Made to Order Sandwiches  Soup, Salad Fruit Bar

< $6 for lunch

< 5 min to select and Pay

Attractive< $3 Breakfast

Discount Cards

Market SegmentationSmoothies (Female – Attractive)

Food and beverage throughout day (Female – Attractive)

Focus GroupCall in order

Grab and Go Items

Credit / Debit card payment


Survey results home style hot lunch l.jpg
Survey Results – Home Style Hot Lunch?

  • Importance Ranking

    • Male – 6

    • Female – 6

    • Overall – 5

  • Classification

    • Male – One Dimensional

    • Female – One Dimensional

    • All – One Dimensional

  • Overall Recommendation

    • Classify as One Dimensional Feature

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results vegetable entrees l.jpg
Survey Results – Vegetable Entrees

  • Importance Ranking

    • Male – 7

    • Female – 4

    • Overall – 7

  • Classification

    • Male – Indifferent

    • Female – One Dimensional

    • All – One Dimensional

  • Overall Recommendation

    • Classify as One Dimensional Feature

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results low carb hot items l.jpg
Survey Results – Low Carb Hot Items

  • Importance Ranking

    • Male – 16

    • Female – 8

    • Overall – 11

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?” reaction if the feature is there or not

Male

Female

All


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Survey Results – Hot Sandwiches

  • Importance Ranking

    • Male – 5

    • Female – 5

    • Overall – 4

  • Classification

    • Male – One Dimensional

    • Female – One Dimensional

    • All – One Dimensional

  • Overall Recommendation

    • Classify One Dimensional

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results make your own sandwiches l.jpg
Survey Results – Make Your Own Sandwiches

  • Importance Ranking

    • Male – 20

    • Female – 18

    • Overall – 19

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?” reaction if the feature is there or not

  • Note – Very large number “R”s. Interpret as customers view not having this feature as a positive

Male

Female

All


Survey results made to order sandwiches l.jpg
Survey Results – Made To Order Sandwiches

  • Importance Ranking

    • Male – 4

    • Female – 7

    • Overall – 6

  • Classification

    • Male – One Dimensional

    • Female – One Dimensional

    • All – One Dimensional

  • Overall Recommendation

    • Classify as One Dimensional

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results grab and go sandwiches etc l.jpg
Survey Results – Grab And Go Sandwiches etc...

  • Importance Ranking

    • Male – 9

    • Female – 9

    • Overall – 8

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?” reaction if the feature is there or not

  • Note – A focus group should be considered here due to it’s rank and the % that view it as a positive feature

Male

Female

All


Survey results call in orders l.jpg
Survey Results – Call In Orders

  • Importance Ranking

    • Male – 13

    • Female – 11

    • Overall – 12

  • Classification

    • Male – Indifferent

    • Female – Attractive

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?” reaction if the feature is there or not

  • Note – A focus group should be considered here due to the % that view it as a positive feature

Male

Female

All


Survey results soup salad and fruit bar l.jpg
Survey Results – Soup, Salad, and Fruit Bar

  • Importance Ranking

    • Male – 3

    • Female – 1

    • Overall – 2

  • Classification

    • Male – One Dimensional

    • Female – One Dimensional

    • All – One Dimensional

  • Overall Recommendation

    • Classify as One Dimensional

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results self serve ice cream l.jpg
Survey Results – Self Serve Ice Cream

  • Importance Ranking

    • Male – 19

    • Female – 19

    • Overall – 20

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All


Survey results smoothies l.jpg
Survey Results – Smoothies

  • Importance Ranking

    • Male – 21

    • Female – 16

    • Overall – 21

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

  • Note – Could be considered “Attractive” to females. Market segment consideration should be given

Male

Female

All


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Survey Results – < 5 Minutes To Select Food And Pay

  • Importance Ranking

    • Male – 2

    • Female – 3

    • Overall – 3

  • Classification

    • Male – One Dimensional

    • Female – Attractive

    • All – One Dimensional

  • Overall Recommendation

    • Classify as One Dimensional

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results 3 for breakfast l.jpg
Survey Results – < $3 For Breakfast

  • Importance Ranking

    • Male – 8

    • Female – 13

    • Overall – 9

  • Classification

    • Male – Attractive

    • Female – Attractive

    • All – Attractive

  • Overall Recommendation

    • Classify as Attractive

  • Attractive - Provides unexpected excitement and satisfaction – the “wow” factor. These features can delight the customer

Male

Female

All


Survey results 6 for lunch l.jpg
Survey Results – < $6 For Lunch

  • Importance Ranking

    • Male – 1

    • Female – 2

    • Overall – 1

  • Classification

    • Male – One Dimensional

    • Female – One Dimensional

    • All – One Dimensional

  • Overall Recommendation

    • Classify as One Dimensional

  • One Dimensional – “More / less is better”

Male

Female

All


Survey results discount cards l.jpg
Survey Results – Discount Cards

  • Importance Ranking

    • Male – 10

    • Female – 14

    • Overall – 14

  • Classification

    • Male – Attractive

    • Female – Attractive

    • All – Attractive

  • Overall Recommendation

    • Classify as Attractive

  • Attractive - Provides unexpected excitement and satisfaction – the “wow” factor. These features can delight the customer

Male

Female

All


Survey results off peak time discounts l.jpg
Survey Results – Off Peak Time Discounts

  • Importance Ranking

    • Male – 15

    • Female – 20

    • Overall – 16

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All


Survey results credit or debit card payment l.jpg
Survey Results – Credit Or Debit Card Payment

  • Importance Ranking

    • Male – 11

    • Female – 10

    • Overall – 10

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

  • Note – A focus group should be considered here due to the % that view it as a positive feature

Male

Female

All


Survey results food beverage throughout the day l.jpg
Survey Results – Food & Beverage Throughout The Day

  • Importance Ranking

    • Male – 12

    • Female – 12

    • Overall – 13

  • Classification

    • Male – Indifferent

    • Female – Attractive

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

  • Note – Is considered “Attractive” to females. Market segment consideration should be given

Male

Female

All


Survey results exhibition cooking l.jpg
Survey Results – Exhibition Cooking

  • Importance Ranking

    • Male – 22

    • Female – 23

    • Overall – 23

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All


Survey results international buffet l.jpg
Survey Results – International Buffet

  • Importance Ranking

    • Male – 17

    • Female – 21

    • Overall – 18

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All


Survey results pizza l.jpg
Survey Results – Pizza

  • Importance Ranking

    • Male – 14

    • Female – 15

    • Overall – 15

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All


Survey results cooked to order items l.jpg
Survey Results – Cooked To Order Items

  • Importance Ranking

    • Male – 18

    • Female – 17

    • Overall – 17

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All


Survey results latte and espresso l.jpg
Survey Results – Latte And Espresso

  • Importance Ranking

    • Male – 23

    • Female – 22

    • Overall – 22

  • Classification

    • Male – Indifferent

    • Female – Indifferent

    • All – Indifferent

  • Overall Recommendation

    • Classify as Indifferent

  • Indifferent – Produces a “who cares?”

Male

Female

All

















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