Using Design Thinking to map the Customer Journey in a South Brazilian Steakhouse

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De Salles Canfield, Daniel
Issue Date
MSc in Marketing
Dublin Business School
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Purpose – The purpose of this study is to identify what aspects influence the Steakhouse X Customer Journey by developing a Map of all the touchpoints and consumer behaviours during this journey of interaction between client and restaurant. Design/methodology/approach – This study applied a sequential mixed-method approach since the qualitative data collection techniques supported the creation of the quantitative data collection instrument. 34 clients of the Steakhouse X participated in an Observation technique and 6 customers in a semi-structured Interview to define the restaurant Customer Journey Map and the Brazilian Cultural Background influence. Based on the results, an Internet-mediated Questionnaire was conducted among 131 participants, using the DINESERV model as a reference, to measure the Customer Satisfaction of the entire Customer Journey. Findings – The results suggested that the Steakhouse X clients can be separated in 3 different Personas and each Persona Customer Journey Map has different numbers of touchpoints, Cultural Background influence and Customer Satisfaction values. Research limitations/implications –The study context is limited to the Steakhouse X setting and to south Brazilian customers. Practical implications – For restaurant managers the results suggest that great effort needs to be put in to understand the Customer Journey process and to improve the Customer Satisfaction in all these touchpoints. Originality/value – The Dissertation development is a combination of 2 distinct areas (Marketing and Design) that are gathered to result a unique business perspective study. Therefore, the Steakhouse X Customer Journey Map has a final complex visual representation because important elements were incorporated to the Map to produce an appreciable result. Keywords Customer Journey, Design Thinking, Brazilian Cultural Background, Customer Expectation, Customer Perception, Customer Satisfaction. Author keywords: Customer Journey, Design Thinking, Brazilian Cultural Background, Customer Expectation, Customer Perception, Customer Satisfaction