• by Karlene Lukovitz  @KLmarketdaily, October 12, 2010

While no one sets out to find a restaurant with bad food, one in five Americans actually say they value good service over good food, according to a first-quarter survey of 13,000 U.S. and Canadian consumers conducted by Empathica, a customer experience management programs provider for restaurants, banks and retailers. 

However, 55% of Americans think that restaurant service is getting worse (32% do not think service is deteriorating, and 13% aren't sure). Furthermore, one in four Americans says they would tell others not to go to a restaurant where they had received poor service (in addition to never going there again themselves).

Results of the survey, which probed consumers' spending habits and attitudes, were weighted to reflect the latest U.S. and Canadian census distributions, including region, gender, age and income.

On the spending front, the survey confirmed significant differences between men and women.

One in five women indicated that they "never" eat at restaurants, versus just one in 10 men. Also, 48% of women -- compared to 40% of men -- said that a coupon would be the best way to motivate them to try a new restaurant.

Nearly two-thirds (63%) of respondents said they are eating at home more often now than in the past. Furthermore, when asked how many times per week they eat at restaurants, 41% of total respondents said just once per week, and 18% said not at all.

However, 68% said they are just as loyal to their favorite restaurants now as in the past, and 15% said their loyalty had increased.

Asked how often they have food delivered to their homes each week, three out of four said not at all.

Thirty-eight percent said they had decreased their takeout purchasing frequency in 2009, versus 4% reporting an increase in this behavior. Men are less willing to give up takeout: 33% reported reducing takeout purchases, versus 42% of women.

Empathica's main recommendations to restaurant operators, based on the study:

• Understand your top promoters and worst detractors in order to create a better customer experience. Although they are dining out less frequently and spending less, Americans expect unprecedented levels of service, and this is a key factor in maintaining their brand loyalty.

• Be familiar and reliable. In a stressful time, consumers will spend discretionary money on experiences they know they will enjoy.

• Offer coupons, but not at the expense of changing your core branding.