| H Restaurant is a catering chain enterprise in SZ city focusing on rural dishes in Western Hunan.Because of the ethnic dishes,comfortable environment and affordable price,consumers are willing to queued for hours to dine in H Restaurant.Due to the long waiting time,however,customers often complain,give up consumption and quarrel with waiters.In order to solve this problem,H Restaurant launched online queuing service.Although the service has solved the waiting problems,it reduces the turnover rate unexpectedly.Turnover rate reflects the level of customer mobility and business rate of restaurant to a great extent,and is one of the key factors affecting the profitability.Therefore,why online queuing service leads to low turnover rate and how to solve this problem have become the top priority of H Restaurant.In view of the problems faced by H Restaurant,this dissertation intends to use the field experimental method to explore the reasons why online queuing service reduces turnover rate,and then propose offline remedial strategies,based on the theories of crowding and empathy,time perception and background music.The main research work and important conclusions of this dissertation are as follows:(1)Impact of online queuing service on the turnover rateThis dissertation analyzes the changes of turnover rate in 30 weeks before and after H Restaurant launched online Queuing service,respectively.The results show that online queuing service reduces the turnover rate by 12.98%,which confirms that online queuing service is the direct reason for the decline of turnover rate.(2)Why online queuing service reduces turnover rateUsing the field experiment,this dissertation analyzes the path of online queuing service to reduce the turnover rate from the psychological level of dining customers.The results show that online queuing service reduces dining customers’ perceived crowding and their sympathy for waiting customers;this prolongs their dining time and thus leads to the decline of turnover rate.This provides a basis for offline remedies.(3)Offline remedies and their effectivenessThis dissertation proposes two offline remedies.The first is to display the number of on-site queuing customers in the form of text and voice,so as to improve dining customers’ sense of crowding and empathy.The second strategy is to play fast-paced music to improve dining customers’ time perception and dining speed.The effectiveness of these two remedies is verified by a field experiment.The results show that these two remedies can not only effectively improve the turnover rate and sales,but also have no negative impact on customer experience.The findings drawn from this dissertation not only have solved H Restaurant’s problem of decreased turnover rate caused by online queuing service,but also provide reference for relevant practices of other restaurants. |
