Avaliação da satisfação dos clientes de restaurante com a utilização do Net Promoter Score (NPS)

Abstract

This study analyses customer satisfaction at a small restaurant located in the central region of the city of Manaus, Amazonas, using the Net Promoter Score (NPS) metric. An online form was made available to customers while they were in the restaurant. After collecting the responses, data was collated to identify the general level of satisfaction of the public, as well as to classify customers into detractors, passives and promoters, and to understand the motivations behind the answers provided. Additional questions addressed aspects related to the quality of the food, service and atmosphere. The establishment's strengths stood out in the quality of the food and service, contributing to the significant number of promoter customers, who represented more than half of the respondents, and also motivating neutral customers, the second most representative group. The detractor customers pointed to aspects related to waiting times as the main motivators for their evaluations. The company's overall NPS index (40.3 per cent) classifies it in the improvement zone, indicating the need for significant improvements, since the customer experience is inconsistent. In this case, the emphasis should be on improving relationships with neutral and detractor customers.