Customer satisfaction and preferences in out of home eating: analysis of public catering services in Cesena

The Italian market for “eating out” shows strong growth, which is the fruit of profound social, cultural and demographic changes and shifts in eating habits. In this context, the collective catering sector assumes a fundamental role, and demand increases considerably. Here, consumer choices are driven by a number of attributes, each of which has a different weighting depending on the requirements of the individual consumer. Consequentially, knowledge of the importance attributed to each factor becomes a fundamental strategic tool for those operating in this market. Our survey, addressed to clients of public collective catering establishments, aims to measure the value assigned to certain important attributes for judgement. The results of the survey allowed us to segment the market by consumer preference. Furthermore, a comparison of the opinions expressed by the clients with those of the operators enabled us to measure the latter’s degree of perception regarding the real requirements of their target of reference. This perception represents a measurement of their ability to offer a suitable quality of product.