Analysis of customer loyalty in catering establishments

Any successful business is built on attracting and retaining customers, transferring them to permanent status. This is explained by the fact that the implementation of the services regular customer now takes less time and money than a new one.

According to statistics, the cost of attracting a new customer costs about 5 to 10 times more (depending on the industry), than to retain an existing. In addition, the reduction of customer churn to 5-10% of the company can bring up to 75% of additional revenue. As the saturation of the market to attract the cost of each new client increase and retention costs remained stable low level. A large percentage of repeat customers ensure high stability of the business and its attractiveness to foreign investment, which creates the need to create a loyalty program service enterprise that provide consumer services holding.

Under the loyalty we understand the commitment to the company during the entire period of cooperation, which emerged in the context of a positive assessment of the customer service set of actions aimed at meeting its primary and secondary needs. It is assumed that a loyal customer is not just satisfied with the quality services of the firm, but also will not change their choice with little change in the competitive advantages of companies providing similar services. In addition, a loyal customer will recommend the company's services in their social circle.

In terms of the loyalty theory, there are three types of customers: happy, angry and neutral. Figure 1 shows the method of calculating the NPS index, which schematically shows the proportion of satisfied and dissatisfied customers. To identify the client as a "supporter", "criticism" and "neutral", the respondents need to answer just one question: "Would you recommend the test services company?".

Figure 1 - NPS index. Tracking customer loyalty

Recall that the NPS is an index showing consumers' commitment to the company, products, and services. In other words, loyalty index NPS is called the index of readiness to recommend and make repeat purchases in the company.

Rate the level of service the firm customer loyalty through the use of this index is possible with the implementation of the three steps. In the first stage service user answers the question: "How likely is it that you would recommend your company / product / service to their friends, friends, and colleagues." This assessment is proposed to make on the 10-point scale, where 10 - "definitely recommend" 0 - "not to recommend in any case." In the second stage, according to the estimates obtained by consumers are divided into 3 groups, as shown in Figure

• 1.    In the third stage, the calculation itself NPS customer loyalty index. This index allows you to measure customer loyalty and automatically process the results [4].

There is a so-called Likert scale, which allows you to determine the level of customer loyalty. It can be used on any website of companies providing services and producing goods.

Typically, NPS index is measured several times throughout the year and several years. The continuous measurement of loyalty to effectively work on getting competitive advantage and improving the results of their work. Use of the information service will help the management of the company to obtain the necessary data to assess the situation.

For example, we calculate the index of loyalty to the enterprise supply of "Буффало" restaurant "Буффало." We study was conducted in which we conducted a survey among 150 respondents, in which we obtained the following results: 30 of them were in the range of the share of the "critics", 40 - "neutrals", 80 - "supporters". Subtract 30 from 80 critics and supporters get the number 50. This is your customer loyalty index for the restaurant "Буффало."

Figure 2 - Example of calculation of customer loyalty index for food Restaurant Company "Буффало"

However, if the internal rate equal to, for example, 33, is considered to be poor, the external (compared to competitors) can be quite high when compared with the average index of loyalty for organizations with a similar (similar) field of activity.

Catering, as well as other service enterprises, strive to raise the level of customer loyalty in different ways. The most common at the moment are such methods to improve customer loyalty to service companies as: discounts, gift certificates, savings card, not in opposition to the customer, transparency, testing services and forecasting and modeling customer desires.

Loyalty program catering companies - a strategic marketing tool that allows you to keep the regular customers and attract new ones. The enterprise loyalty system includes the provision of regular guest’s free drinks or desserts. Also, for regular customers offered free parking places where you can get a certain number. No booking tables and invitations to private events - is also part of the loyalty program. Modern system of loyalty - not only discounts, is scheduled personal greetings holidays. In order to encourage regular customers some catering created special cards with cumulative bonuses.

The special stage of service associated with after-sales service, high levels of which can increase customer loyalty. This whole range of consulting, advertising and other services provided after-sales services. In the case of the power companies are any activities aimed at the fact that the guest came back, all the effort, the main purpose of which is made from "random" customer permanent guest. This gift certificates and discount cards, and VIP-card permanent guest.

There are also maps, stamps, which, in turn, are aimed at encouraging visitors to come to the cafe or restaurant often. Once the card is full, guests will receive a free dessert, a drink or a souvenir from the institution. Loyalty cards with an embedded chip lead to the automatic accumulation of bonus points, as well as to analyze the preferences of guests and offer them exactly what they are interested. Typically, a list of the interests of clients indicated during registration in the program. High-quality enterprise automation implies a regular work on updating the services and accelerates service process.

Empowerment Company aims at improving the profitability and growth of the economy and welfare of the country as a whole, as catering relate to small businesses, and any country's economy in need of support to small businesses.