Understanding The Success Factors For Independent Restaurants In The Delhi / Gurgaon Region: An Analysis Of The Gap Between Management Perceptions And Customer Expectations | Karnikeya Budhwar

The ensuing study aims to establish an academic framework within which to understand and analyse the functioning of the independent restaurant sector within the NCR. The key stress of the study is to identify perceptual GAPs between what operators perceive their customers to desire as part of the given service and product and what customers actually look for. The section on methodology outlines the process utilised in the compilation and analysis of the study. The study covers a sample base of 60 restaurants in Delhi and surrounding areas and, covers major geographical and economic segments that comprise the capital?s independent dining market. The study has not taken in account restaurants within hotels due to the difference in nature of their management and decision making processes. The data analysis as detailed in the paper has turned up some predictable as well as surprising results. Out of a total of 32 service and product variables analysed, significant GAPs were observed in 10 variables, suggesting that the average operator have a good idea what his/ her customer wants. This highlights the importance of the human element and experience in running an establishment. There are however some important factors where operators do seem to be out of tune with their client base. The average operators tend to underestimate competition, does not engage the customer enough, does not understand the importance of setting and enforcing written standards and does not stress enough on courtesy. There are other variables that operators need to be better aware of. The paper also suggests key recommendations for operators to follow to enhance competitiveness and maintain a loyal customer base.