Franchises With Highest Customer Satisfaction Ranked

Submitted by Don Sniegowski on Thu, 2007/12/27 - 15:17.

Army of Mystery Shoppers Ranks Businesses That Most Satisfy Customers, Top 3 Franchise Brands Listed

FINDLEY, Ohio (Blue MauMau) -  Corporate Research International, the people responsible for sending out an army of mystery shoppers to rank retail outlets throughout the United States, has provided a list of best businesses by customer satisfaction.

Blue MauMau has gleaned the top 3 franchise systems by industry sector and listed their overall score as of Quarter 4, 2007.

Fast Food Restaurant
# Franchise Score # Franchise Score
1. Subway 7.36 1. Panera Bread 7.79
2. Quiznos 7.24 2. Chili's Grill & Bar 7.53
3. Sonic 7.20 3. Applebee's 7.50

Pizza Hotel
1. Cici's 7.52 1. Marriott 8.36
2. Papa Murphy's 7.49 2. Hyatt 8.35
3. Papa John's 7.36 3. Hilton 8.24

Convenience Store Home Improvement
1. BP (AM/PM) 6.99 1. Ace Hardware 7.76
2. Shell 6.92 2. True Value 7.49
3. Chevron/Texaco 6.89 3.    

Methodology: The results are calculated by Corporate Research International. The firm sends quarterly surveys online to a pool of panelists, some 2,500 online respondents who ranked various parts of customer service on a scale of 1 -10, with 10 being the highest.

Brad Holdgreve, Vice President of Sales for CRI expounds, "We are a market research company that recruits mystery shoppers as panelists for this study. If our mystery shoppers select to participate, then we use them. Their demographics are pretty close to U.S. demographics, although we are higher in female than male participants though."

Holdgreve continues, "This is quarterly monitoring that companies can use to measure performance."

Mike Mallett, CEO of Corporate Research International adds, "Business owners can stay ahead of their competition by having the most up-to-date information available about their customer service."

The hotel sector had the highest rankings by customer satisfaction.

To compare these franchises to others and to their non-franchised competitors, go to:

CRI's Customer Perception Survey

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Quiznos Is Doing Something Right

Submitted by Bob Frankman on Sat, 2007/12/29 - 09:33.

I've said it once and I'll say it again - take a bow Quiznos head office and franchise owners. You and your small chain (4500 units against Subway's 21,000+) created a terrific brand that is one of the best in pleasing its customers. Quiznos is ranked above brand giants such as McDonald's, Wendy, Chipotle and all the others who spend boat loads of money to improve customer satisfaction.

I also want to remind you that another independent survey, Zagat says you have one of the best fast food products existing.

There's a whole lot of people in your system doing something right. The franchisor helped create the system and products that your customers so highly regard. But Quiznos HQ would have gotten nowhere in delivering high customer satisfaction if its franchise owners weren't stellar.

As that old song says:

"Nothing comes from nothing. Nothing ever could. So somewhere in my youth or childhood, someone must have done something good." - Sound of Music

Everyone in Quiznos, take yet one more bow.

Now go beat Subway. And fight for a fairer franchise network. You guys are extraordinary.

Flaws in Aggregating Perception Surveys

Submitted by michael webster on Sat, 2007/12/29 - 11:07.

There are a number of well known problems with aggregating this type of survey responses.

First, aggregation misses some key features.  Suppose, on a survey from 1-5, A gets  10 3's,  18 4's and 2 5's; while B gets 14 3's, 10 4's and 6 5's.

A has an aggregate score of 112,  tying B's score of  112.

But if only 5's mean: I will return to this store, then B has three times more repeat customers.  Something aggregation covers up.

Second, we don't really know what the significance of the difference amounts to - they might not being meaningful.  In order to test that, you would need to do similar surveys with different scales.

Third, look at the overall report.  There are four other factors measured: customer service, bathroom cleanliness, drive through accuracy, and drive through speed.  How do these factors combine to produce a repeat customer?  The survey doesn't and cannot tell us.

Single rankings, while a favourite in our culture, are remarkably crude estimates of value. 

Michael Webster PhD LLB

Franchise News

my unsolicited opinon....

Submitted by FuwaFuwaUsagi on Sat, 2007/12/29 - 20:55.

In my opiion, "ya'll" ought to read the above post till you understand the significance, and I mean that in the broader sense, not just the example the Barrister provides.

FuwaFuwaUsagi

P.S. - they are not "remarkably crude", they are just "crude", what is remarkable, however, is the amounf of creedence people give them.  And I don't know about your culture up there, but down here, the reason people give them creedence is the failure of public education to educate.

Thanks....but no thanks

Submitted by Guest on Wed, 2008/01/02 - 20:32.

I will agree with your comment on one aspect, Quinznos does have good food. I used to own a store and Q Corp. is a joke. The problems they have with the franchisees are enormous with tons of lawsuits on the books. The customer is getting a good product, corporate is getting rich and most owners are getting screwed.

I agree with Dr. Webster's remarks and add...

Submitted by Guest on Sun, 2008/01/13 - 18:40.

The issues Dr. Webster mention are more than significant but they are not, in my opinion, even the most significant ones. Firstly, how many franchise systems in each industry were polled? Secondly, how scientific of a sample was used? And, finally, were the results of the poll tested against any other sampling?

Polls like this are more than meaningless- they are wholly misleading.

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