Singapore tourism, F&B sectors fare better in customer satisfaction index

The tourism and F&B (Food & Beverages) sectors of Singapore have fared well on the satisfaction meter in the third quarter of the year, reveals The Customer Satisfaction Index of Singapore.

Tourism sector has fared better in the Customer Satisfaction Index of Singapore. Photo courtesy: zaintourism

According to the report released by Institute of Service Excellence (ISES) at the Singapore Management University, the tourism sector has a 1.7 point increase to 71.1 points while the F&B score rose 2.98 points to 70.1 points.

The higher satisfaction level in the tourism sector was mainly driven by the attractions and hotels sub-sectors. Under the attractions segment, Sentosa, the Singapore Zoo and Universal Studios came out as top spots, with the ease of getting around, food and beverage options and cleanliness the key drivers of perceived quality and loyalty.

While talking to media, Neeta Lachmandas, Executive director of ISES, said, "Despite a general uptrend in customer satisfaction, we are seeing a decrease in expected quality among locals particularly in food courts, bars and pubs as well as cafes and snack bars, possibly signalling a mindset adjustment within the manpower-constrained environment. A continued decline in expected quality may have adverse effects on repurchase intentions in the future.”

For hotels, Marina Bay Sands, Shangri-La and The Ritz-Carlton were ranked highest, with intuitive hygiene factors, hotel facilities, in-room amenities, Internet connectivity, efficiency of check-in and check-out processes as well as the ability to accommodate special requests among the key attributes.

Meanwhile, consumers were also satisfied with the food and beverage (F&B) sector in the third quarter, with the ability of service staff to meet special requests, explain menu items, as well as the order-taking process cited as important in driving satisfaction.

The F&B sector incorporates five sub-sectors: Bars and pubs, cafes and snack bars, fast-food restaurants, food courts, and restaurants. In the cafes and snack bars sub-sector, Starbucks, Delifrance and Coffee Bean and Tea Leaf took top spots with their focus on their easy order- taking process, ability to accommodate special requests and attentiveness of service staff.

Ashraf Jamal
Ashraf Jamal – Senior Writer

Ashraf Jamal brings a rare depth to writing equipped with a degree in journalism, a postgraduate degree in political science, and a degree in law from the Allahabad University. His experience includes editing and publishing the Northern India Patrika and writing for Times of India for almost a decade covering just about any topic under the sun including NRIs and Indian diaspora.


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