Perceived Value

Estelle Toque, owner of a new restaurant called Stellar Cuisine targeted at food connoisseurs was reviewing results from a survey that had asked customers to

Indicate the importance of three benefits of dining experiences. The results showed average importance levels of $60\%,25\%,$ and $15\%$ for food quality, service quality, and brand$/$company reputation benefits, respectively.

Allocate $100$ relative importance points across specific attributes of each benefit, e$.$g$.,$ taste and variety under food quality. The table below shows these point allocations.

Rate how well Stellar Cuisine and three competing restaurants performed on the food, service, and brand quality attributes and on prices.

Food, service, and brand quality attributes were rated on a scale from $1$ for disastrous to $10$ for outstanding. Price was rated on a $1-10$ scale, with higher rating values representing higher cost to customers. Survey results appear in the table below.

$\backslash$table$[[$Attribute$,\backslash$table$[[$Relative$],[$Importance$],[$Points$]],\backslash$table$[[$Stellar$],[$Cuisine$]],\backslash$table$[[$Stu$\text{'}$s$],[$Kitchen$]],\backslash$table$[[$Bev$\text{'}$s$],[$Bistro$]],\backslash$table$[[$Kale$\text{'}$s$],[$Cafe$]]],[\backslash$table$[[$Food$],[$Quality$]],$Taste,$60,9,9,7,6],[$Variety$,25,7,6,8,9],[$Presentation$,15,8,6,9,6],[$Total$,100,,,,],[\backslash$table$[[$Service$],[$Quality$]],$Wait service,$70,7,9,6,5],[$Ambience$,30,8,6,8,7],[$Total$,100,,,,],[\backslash$table$[[$Brand$/],[$Company$],[$Benefits$]],\backslash$table$[[$Chef$\text{'}$s$],[$reputation$]],50,7,7,6,9],[\backslash$table$[[$Overall$],[$popularity$]],50,6,8,7,8],[$Total$,100,,,,],[$Prices$,$Meal,$40,7,9,7,9],[$Wine$,60,9,7,7,8],[$Total$,100,,,,]]$

A$.$ What are the relative performance indices for Stellar Cusine's food quality, service quality, and brand$/$company benefits?

B$.$ What is the overall performance index of Stellar Cuisine?

C$.$ What is the customer value offered by Stellar Cuisine?

D$.$ What conclusions can you draw about the perceived value of Stellar Cuisine? In what areas does it have a relative advantage over the competition? Are Stellar Cuisine's prices fair?