The "WOW" Efect
1997; SAGE Publishing; Volume: 38; Issue: 2 Linguagem: Inglês
10.1177/001088049703800227
ISSN1552-3853
Autores Tópico(s)Consumer Retail Behavior Studies
Resumo"Exceed customers' expectations" is a common goal; however, special services that at first exceed guest expectations eventually become the expected level of service. This phenomenon challenges restaurateurs to find ways to keep guests coming back. One restaurant operator who has kept the guests returning is Barry Cohen, whose Old San Francisco restaurant in San Antonio has enjoyed a 28-year run and has since expanded to other locations. A key aspect of Cohen's approach to service excellence is to delight not only customers but also employees and to give employees psychological ownership in the business, if not financial ownership. Constant menu innovation is essential, but new menu items must reflect the individual personality of the restaurant and not merely copy current trends.
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