Again, the only true measure of customer satisfaction is the degree people vote with their money. Average is not good enough to generate growth in customer numbers during a difficult economic period. It is amazing the reaction I get when I map all the real competition a business has and drag the owner around to look at it. The result is often a complete and immediate re-evaluation of priorities. The public perception can be quite different.
Perception is everything.
The best hospitality operators are those who become masters at managing perceptions. You have to be very clever to justify expensive dining when diners know they can emerge from the local well-run 'cheap and cheerful' with bill a fraction of yours, and yet with a similar feeling of satisfaction. Consistency is also a critical factor in perception. You are not doing yourself any favours if your standards vary. You put your social standing on the line every time you recommend a restaurant or take someone to one.