After
a long day of working I began to realize that a biological need[1]
had become aroused[2], hunger.
When deciding where to get something to eat, a determining factor was time.
These temporal influences[3]
ultimately pushed me towards a to go order from Chili's Bar and Grill. I
quickly found the company’s number on my phone, called, placed my order, and
within ten minutes I had my lunch and was headed back to my house. As I got
home and sat at my kitchen table ready to finally eat my lunch, I noticed the
order was wrong, in fact it was missing half of the food. I was really
surprised by this because I had ordered various to go orders from this location
and they have always been exceptional. So based on my expectancy
disconfirmation model[4] I was really
disappointed. After a twenty minute drive from the restaurant to my home, I
really did not want to drive all the way back, so I decided to act on my
dissatisfaction[5] through a
voice response[6] to the
restaurant.
During
my voice response to the restaurant I remained calm and simply explained the
situation, asking if there was a way to credit my card for the amount of food
missing. They referred my call to their store manager, Steve who was very nice
and understanding. I re described the situation to him, and he gave me a few
options. The first option was that I could come back to Chiles and pick up the
food they forgot to add to my order, or he could send me coupons in the mail. I was happy with his
helpfulness and compliance, and I decided that the coupons sounded great to me.
Steve asked my name and address and I received the coupons in my mailbox,
within a week. By the time I received them I had actually forgotten all about
the mishap, but was pleasantly surprised as to what I found inside. Steve had
written me a letter apologizing for the mistake and enclosed fifteen dollars
worth of coupons (with no expiration or usage policies), which was actually
more than what I paid originally. In their response to my complaint, they far
exceeded my expectations, and increased their store image[7]
in my perspective.
To
conclude, my overall satisfaction (on
a scale of 1 to 7 where 1 is extremely dissatisfied and 7 is extremely
satisfied) is a 7. The likelihood of me going back to this firm on the same
scale as stated above is a 7, and the likelihood of me recommending this firm
is a 7. Chili's far exceeded my expectations with their response to my dissatisfaction
with my order. This exemplifies a company with great customer service that truly
values their patrons.
[1] A need that
is fundamental, like food, water, or shelter.
[2] This is when a consumer first
recognizes a need.
[3] These are time factors that affect
purchasing decisions.
[4] We form beliefs about product
performance based on prior experience with the product or communications about
the product that imply a certain level of quality.
[5] When quality satisfactions are not met,
consumers act on their dissatisfaction through Voice, Private, and Third-Party
responses.
[6] This is when a consumer appeals to a
retailer directly.
[7] The
personality of the store.
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