Case Study: Customer Satisfaction at Greenleaf Caf$$

Background: Greenleaf Caf$$ is a small, locally owned caf$$ that has been in business for five years. The caf$$ prides itself on providing fresh, organic meals and excellent customer service. Over the past year, the caf$$ has seen increased competition from new coffee shops and restaurants in the area. The management team has noticed a slight decline in customer visits and wants to understand how satisfied their customers are with various aspects of the caf$\text{'}$s service and offers. The management has asked you, as a research consultant, to create a questionnaire that can be used to measure customer satisfaction. This data will be used to make strategic decisions on how to improve the caf$$s services and attract more customers.

Task: Your task is to design a customer satisfaction questionnaire for Greenleaf Caf$.$ The questionnaire should help the caf$$ understand customer preferences, opinions, and behavior. Specifically, it should capture the following variables:

$1.$ Customer Demographics: Age, gender, frequency of visits, etc.

$2.$ Service Quality: Speed of service, friendliness of staff, professionalism.

$3.$ Product Quality: Taste, freshness, presentation of food and drinks.

$4.$ Ambience: Cleanliness, comfort, and atmosphere of the caf$.$

$5.$ Pricing: Perceptions of value for money.

$6.$ Overall Satisfaction: General feelings about the caf$$ and the likelihood of return visits or recommending it to others.

Instructions: As part of your assessment, you will be required to design a comprehensive questionnaire that covers the variables mentioned above. You should carefully think about how to phrase each question, the response format $($e$.$g$.,$ Likert scales, open$-$ended questions, multiple$-$choice$),$ and how the questions will flow logically to encourage respondents to complete the entire survey.

Steps:

$1.$ Identify Key Variables: Break down each of the six variables $($demographics$,$ service quality, product quality, etc.$)$ into measurable components.

$2.$ Question Type Selection: For each variable, decide which type of question would best capture the information. Will you use closed$-$ended questions $($e$.$g$.,$ multiple$-$choice, rating scales$)$ or open$-$ended questions? Will Likert scales be more effective for measuring perceptions of service and product quality?

$3.$ Question Design: Write the questions for each variable, ensuring clarity and neutrality. Consider adding follow$-$up questions for certain responses $($e$.$g$.,$ if a customer is dissatisfied with service, ask them to elaborate on the reason$).$

$4.$ Structure and Flow: Arrange the questions in a logical order. Typically, you would start with demographic questions to ease the respondent into the survey, followed by questions about service, product quality, ambience, and so on$.$ End with questions about overall satisfaction and recommendations.

$5.$ Pilot Test: Think about how you would conduct a pilot test to ensure the questionnaire is easy to understand and provides useful data.

Deliverables:

$$ Questionnaire Document: Provide a final version of the customer satisfaction questionnaire with at least $10-15$ well$-$crafted questions. Each question should specify the type of response $($e$.$g$.,$ multiple choice, rating scale, etc.$).$

$$ Justification: In a separate document, justify your choices for each question and explain how it helps measure the associated variable. For example, why did you use a Likert scale to measure service quality? How will demographic questions help in segmenting the data?

Evaluation Criteria: Your questionnaire will be evaluated based on the following:

$1.$ Comprehensiveness: Does the questionnaire address all six variables $($demographics$,$ service quality, product quality, ambience, pricing, and overall satisfaction$)?$

$2.$ Clarity: Are the questions clearly worded, neutral, and easy for respondents to understand?

$3.$ Appropriateness of Question Types: Are the chosen question types appropriate for the variables being measured? $($e$.$g$.,$ Likert scales for attitudinal variables, multiple$-$choice for demographics$)4.$ Logical Flow: Does the questionnaire follow a logical order that encourages respondents to complete the survey?

$5.$ Justification: Is there a clear rationale behind each question? Does the justification explain how each question will help in data collection?