Deliverable 4 – Action Plan for Responding to Negative Online Reviews
Assignment Content
1.
Competency
Explore problem-solving skills for business analysis.
Student Success Criteria
View the grading rubric for this deliverable by selecting the “This item is graded with a rubric” link, which is located in the Details & Information pane.
Scenario
You manage a local chain restaurant that is known for its burgers. The restaurant is located on the corner of a major intersection in a suburban neighborhood. There are many choices in the area for a cheap meal that is family friendly. With so many options available, you want to be sure that you remain competitive. As a result, you recently decided to make a few changes to the menu. You added quite a few new items and took away a few that weren’t so popular.
Your general manager regularly checks your store’s online reviews to see what your customers are saying. She made you aware that recently your online reviews have been less than positive. She provided you with reviews from your website and asked that you summarize the findings and determine next steps. While your sales don’t seem to be slipping, she wants you to analyze the ratings and reviews so that you can proactively address areas that need attention.
The reviews and ratings are as follows:
Comments/Stars out of 5
1- Very Poor
2- Poor
3- Neutral
4- Good
5- Very Good
o Great burgers – 3
o My waitress was really nice – 4
o My soup was cold – 1
o My salad was wilted – 1
o We were seated very quickly – 3
o The carpet was filthy – 2
o The food was horrible, but the manager comped the meal – 3
o Food was ok for typical bar food – 3
o There is too much to choose from on the menu – 2
o Really kid friendly – 4
o There was a wait to be seated and the hostess brought my four-year-old crayons and paper to keep her busy! – 5
o The place is known for their burgers. They should stick to that. Their pizza was horrible and overpriced! – 1
o Bathrooms need some serious attention! Gross! – 1
o Our waiter slipped us a buy one, get one coupon before we paid the bill. Sweet!! – 4
You have reviewed the data and have decided that analysis is required in order to prioritize the areas of concern. The data will also allow you to assess what is going right in your restaurant.
You and your general manager agree that this exercise is imperative to stay competitive in an already saturated market.
Instructions
You have decided to provide your general manager with a step-by-step action plan, in Microsoft Word, that provides the roadmap used to analyze the data to ensure the conclusions you reached are valid. You will be dealing with both quantitative and qualitative data. As you write your plan, be sure you explain your research method, measurement scale, results, and next steps based on your results.
In an introductory statement, briefly explain why the analysis of these ratings and reviews is important.
o Step 1 – Contrast the two different types of data found in the ratings and reviews and how both will be used in your analysis.
o Step 2 – Describe the research method and measurement scale you will be using to interpret the ratings and reviews. Be sure to include an analysis of the method, and why it is appropriate in this case.
o Step 3- Illustrate your coding process by displaying a table with the values ascribed to your qualitative data.
o Step 4 – Explain whether you applied mean, median, or mode values to your quantitative data. Include a description why your choice best reflects the overall customer rating of your restaurant, what the value is, and a projection of where you would like the rating to be in 6 months.
o Step 5 – Create a table, chart, or graph using Excel that shows your qualitative research results and identify the top two customer concerns to be addressed. Also, include the area where customers are most satisfied. Be sure to add the graph in the appropriate place in the Word document.
o Step 6 – Write two recommendations to address customer concerns.
Resources
FAQs & Guides
o Excel Help Guide
Library Resources
o Business Source Complete
o Business via EBSCO
o APA Guide
Action Plan for Responding to Negative Online Reviews
Introduction:
The analysis of online ratings and reviews is critical in the restaurant industry as it provides valuable insights into customers’ experiences and perceptions of the restaurant. This information is crucial in helping the restaurant maintain its competitiveness in an already saturated market. In this plan, we will analyze the recent online reviews of our restaurant to identify areas of concern and formulate actionable recommendations for improvement.
Step 1: Differentiating between qualitative and quantitative data
The online ratings and reviews contain both qualitative and quantitative data. The qualitative data provides insight into the customers’ experiences and perceptions, while the quantitative data provides a numerical representation of the customers’ overall satisfaction with the restaurant. Both types of data will be used in the analysis to provide a comprehensive understanding of the customers’ feedback.
Step 2: Research Method and Measurement Scale
For the research method, we will use content analysis to identify patterns and themes in the qualitative data. The measurement scale we will use is a five-point Likert scale (1- Very Poor, 2- Poor, 3- Neutral, 4- Good, 5- Very Good). The Likert scale is an appropriate choice for this analysis as it provides a numerical representation of the customers’ satisfaction levels and allows for easy comparison and analysis of the data.
Step 3: Coding Process
A table will be created to display the values ascribed to the qualitative data. Each review will be categorized based on the dominant theme or issue it represents, and the corresponding Likert scale value will be recorded.
Step 4: Mean, Median, or Mode Values
The mean value will be used to represent the quantitative data. The mean value provides the average of all the ratings, which best reflects the overall customer rating of the restaurant. The current mean value is 2.8, and our goal is to increase it to 4.0 in 6 months.
Step 5: Qualitative Research Results
A bar graph will be created in Excel to show the qualitative research results. The graph will display the frequency of each Likert scale value, which will indicate the top two customer concerns to be addressed. The area where customers are most satisfied will also be identified.
Step 6: Recommendations
Address customer concerns about food quality: To address the negative feedback regarding food quality, we will implement regular quality control measures and improve our food preparation and presentation techniques.
Improve cleanliness: To address the negative feedback about the cleanliness of the restaurant, we will increase the frequency of cleaning and maintenance tasks and provide regular training to our staff on proper cleaning procedures.
Conclusion:
By analyzing the recent online reviews and ratings of our restaurant, we can identify areas of concern and formulate recommendations for improvement. This information will help us maintain competitiveness in an already saturated market and provide a better customer experience.
