Customer Satisfaction in the Restaurant Industry - 3119 Words

Research Proposal Customer Satisfaction in the Restaurant Industry Part I: Research Proposal I-1. Research Background In today’s competitive dynamic environment it is crucial to maintain existing customers and gain new ones. This goes for the restaurant industry as well, where not only the quality of the food plays a major role, but also the quality of the service itself. This has been recognized by the restaurant X which offers traditional Greek food. Due to increasing competition and decreased disposable income during recent year, the restaurant management decided to focus more on increasing the quality of their food and service in order to ensure high customer flow. Delivering quality at the†¦show more content†¦6. What is the correlation between price paid and customer satisfaction? 7. What can be done to improve customer satisfaction? I-5. Research Objectives 1. To determine the factors that cause customer satisfaction. 2. To identify if there is a significant correlation between food quality and customer satisfaction. 3. To find out if the correlation between service quality (people, process, and physical evidence) and customer satisfaction is significant. 4. To identify if price affects customer satisfaction. 5. To determine in which ways can customer satisfaction be improved. I-6. Research Design I-6.1. Research Sample The suggested sampling technique is non-random convenience quota sample. The quotas are 30% and 70%; 30% of questionnaires to be distributed during lunch time (12pm-5pm) and 70% to be distributed during dinner time (5pm-11pm). These quotas are based on the fact that more customers visit the restaurant after work, during the dinner time. It is planned that waiters distribute questionnaires and ensure that sample size is 100 people above the age of 18 regardless of the gender. The sample questionnaire, in the Appendix A, mainly uses the 5-point Likert scale and it covers areas such as food quality, menu options, price, staff, service process, restaurant atmosphere, location and appearance. The questionnaire starts with generic questions such as gender, age, etc. andShow MoreRelatedThe Potential Dimensions Of Service Quality1417 Words   |  6 Pagesrelationship between service quality, food quality, perceived value, physical environment and customer satisfaction in KFC Restaurants in Myanmar. Design/methodology/approach –By using exploratory factor analysis and confirmatory factor analysis the construct reliability and validity was assessed. To estimate the relationship among service quality, food quality, perceived value, physical environment and customer satisfaction, structural equation modeling was employed. 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