Table A1

A sample of questionnaire

Question groupQuestionsAnswers
F: FrequencyHow often do you visit this restaurant?1 – almost never
...
10 – very often
V: Customer purchase valueHow much money do you usually spend in this restaurant?1 – only symbolic amount of money
...
10 – considerable amount of money
L: LoyaltyWhich category best represents your attitudes or behavior when you visit the restaurant?

  1. I would like to complain

  2. I was dissatisfied

  3. I was neutral

  4. I was satisfied

  5. I like this restaurant

  6. I recommend this restaurant to my friends

  7. It is my top restaurant

  8. I am willing to pay premiums

  9. I would like to cooperate on service improvement

  10. I would like to invest in this restaurant

S: Satisfaction (NPS)How satisfied are you with this restaurant?1 – very dissatisfied
...
10 – very satisfied
A: Attribute satisfactionHow satisfied are you with these attributes?

  1. Appealing food presentation,

  2. Tasty food

  3. Spatial seating arrangement

  4. Fascinating interior design

  5. Pleasing background music

  6. Reliable service

  7. Responsive service, and

  8. Competent employees

1 – very dissatisfied
...
10 – very satisfied
K: KanoHow do you feel if the restaurant has / does not havethese items Appealing food presentation,

  1. Tasty food

  2. Spatial seating arrangement

  3. Fascinating interior design

  4. Pleasing background music

  5. Reliable service

  6. Responsive service, and

  7. Competent employees

  1. I like it that way

  2. I am expecting it to be that way

  3. I am neutral

  4. I can accept it to be that way

  5. I dislike it that way

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