Lucy Gikonyo, a lecturer in the Centre for Tourism and Hospitality presented a paper at an International Conference in Chennai, India recently.  The paper, titled "Nataka Chakula" (I'd like food): Critical Success Factors in Attracting and Retaining Customers in Kenyan Restaurants.  This is part of her doctoral research work that is ongoing. 

The paper suggested that management of Kenyan restaurants need to take into consideration the growing trend of "eating out" and at the same time noted the reasons for its growth.  In line with this observation, the restaurant management needs to develop products and service offerings that serve the convenience concerns of the restaurant customers. 

The findings showed that peer pressure and recommendation from friends are crucial factors in attracting customers to any new eatery/restaurant.  It also further found that there is a need to create brand equity through brand ambassadors such as celebrities or regular customers, since recommendations and referrals are not only the strongest but also the most cost effective ways of attracting customers to a restaurant for the first time.  Furthermore, those customers who chose a restaurant based on recommendation are likely to be more loyal and forgiving in case of unintended disappointment in service quality. 

The study also noted that a great offering in terms of quality service and products, customer care and consistency are important factors in restaurant patronage.  As such any serious management should monitor these critical success factors at all times.  Of particular importance in retaining customers, was the concept of consistency.  Lack of consistency in food quality, quantity, prices, and service as well as restaurant ambience may lead to defection of customers.  Management effort should therefore be focused on ensuring that the critical success factors are managed consistently.

To download the full paper, click here.