Assessing Customer Contact

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Abstract
Contact between servers and customers is an important element of the dining experience, but managers may not realize exactly how much (or how little) contact actually occurs during the course of a meal. By using a technique called work sampling, managers can determine exactly how their servers spend their time, minute by minute. A study conducted by the authors, for instance, showed that customer contact was higher in mid-scale restaurants than in family restaurants. While such a result might be predicted, individual restaurateurs found that their operations varied substantially from the norm. In one case, that deviation was intentional, but another operator wanted to reexamine lunchtime service when he found servers off the floor for an unexpectedly long time.

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