Diagram 3 Food Variety Scores for White-Collar Workers and Other Occupation

It is obvious that white-collar workers are pickier about food variety than customers with other occupations, probably due to their more versatile and modern life style and higher income.

   

Diagram 4 Food Variety Scores for Asians and Customers from Other Cultures

Also, Asians are less tolerant about monotony of dining options than customers from the other cultures. Asian people are more familiar with Asian cuisine that Royal China provides and they are eager for more choices in the menu. From the segmentation results above, Royal China need consider how to cater different customer groups, but also need figure out a way to balance the diversity and profits.

   

Diagram 5 Delivery Speed Scores for White-collar worker and Other Occupations

One more interesting segmentation result is white-collar workers are more impatient than the other occupations when waiting for their orders. It makes sense because more white-collar workers are in professions with fast-paced working environment, like bankers and consultants.

   

Diagram 6 Delivery Man Scores for Female and Male Customers

Female are more sensitive to the indifferent customer services. The delivery man is an unskilled Chinese who is not proficient in English and who is a shy person which may bring inconvenience in communication with customers. A good guess for this result is that female customers can sense the tense of the awkward atmosphere more easily than male customers.

A lot more segmentation results are omitted here because of limited time and length of the report. If any chance in the future, more results will be posted the discussed.

Customers also talk about situations like not providing napkins, occasional wrong delivery, not friendly phone operator, poor English of the staff etc. Most of the customers are satisfied with the taste of the quality food.

    

Diagram 7 Poll by Royal China Customers

72% of the respondents are willing to order from Royal China again and 68% of the respondents are willing to recommend Royal China to their relatives and friends. Representative suggestions include increasing food options, providing combos, gentle and smiling staff, offering coupon to existing customers from time to time, listing to customers’ complaints, etc.

3. Discussion

In the results part above, qualitative data is summarised into current operation situations in different aspects. Each current condition is examined carefully; judgment is given based on current conditions and suggestions and adjustments can be made accordingly. And quantitative data is summarized and visualized in the diagrams and corresponding comments are given according to the customers’ grading of the restaurants’ performance. Segmentation is carried out on the customer sample. Different groups’ preferences are analyzed. Discussion based on the data results is given in given below.

From the interesting results given in the above section, customers are satisfied with the quality food Royal China prepares for them and feels comfortable with the price charged. But a substantial portion of the customers complain about Royal China’s monotonous menu, so Royal China should spend some time doing some innovation in meal options like providing more cuisines and meal plans to meet the customers’ needs.

And a large portion of the customers are not happy about Royal China’s customer service, which does not provide enough customer care. The customers do not feel warm welcome when ordering food from Royal China because of the cold voice, no emotion and poor English of restaurant staff. So Royal China should improve its employee management and if possible provide professional and language training to its staff.