We conducted the study in a small, independently owned, upscale restaurant where
satisfaction levels had not resulted in maintaining sufficient sales to ensure financial
success. The restaurant served innovative food, emphasized fresh ingredients, used
American-style service, and sported a contemporary decor. Food and wine were
competitively priced. An earlier survey in this restaurant, which we will call Restaurado,
had revealed a high level of satisfaction (mean rating of 4.3 on a 1-to-5 scale). However,
sales and profits had diminished during the two years previous to the study.