Factors Contributing To Customer Satisfaction: A Case Study Of Pizza Hut Pukekohe

Data Analysis And Results

In a research, data analysis and result finding is regarded as one of the most significant aspects to accomplish the objective of the study. The essence of doing the respective research study is to attain the appropriate analysing and evaluation of the findings which are gathered through the primary and secondary data sources. For the present work, the chief role of the researcher is to examine the Pizza Hut in regards to its hospitality undertaking. For this, the customer satisfaction has been chosen as the right way to undertake effective study through the products and services being provided by the cited firm. For this, thematic analysis technique which is sub part of qualitative analysis method has been chosen. Here, the results are procured by seeking the questionnaire which is surveyed from 50 customers and 50 employees of the Pizza hut. The responses from combined 100 respondents are analysed by using techniques such as pie chart, bar graphs etc to present the brief analysis.

	Frequency	Percent	Valid Percent	Cumulative Percent Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper
Gender	Male	40	40.0	40.0	40.0
Female	60	60.0	60.0	100.0
Total	100	100.0	100.0
Age	20-25 years	20	20.0	20.0	20.0
26-30 years	45	45.0	45.0	65.0
31-35 years	25	25.0	25.0	90.0
35 years and above	10	10.0	10.0	100.0
Total	100	100.0	100.0
Organisational level	Top level	60	60.0	60.0	60.0
Middle level	40	40.0	40.0	100.0
Total	100	100.0	100.0

Theme 1: Customer’s satisfaction results in developing loyalty in enhancing company’s success and profitability.

RESPONSES	FREQUENCY
Yes	65
No	35
TOTAL	100

From the data gathered from primary and secondary sources, it has been analysed that customer’s satisfaction results in developing loyalty in enhancing company’s success and profitability. At Pizza Hut, the viewpoint of respondents demonstrate that alike every company, this firm also has some goals to accomplish. In that regards, the responses procured shows that 65% respondents feel positive towards the notion while there are 35% who still shows negative response. There are people who felt that customer does not seek much to what company needs to proceed towards. However, on majority response, it is analysed that to make customer feel satisfied is directly proportional to company’s image and loyalty (Carpenter, Sanders & Harling, 2012).

Theme 2:  There are various factors such as attentiveness, helpfulness and responsiveness that contribute in customer satisfaction.

RESPONSES	FREQUENCY
Attentiveness	20
Helpfulness	10
Responsiveness	10
Above all	60
TOTAL	100

Analysis and Findings: From the data collected through different means, it is found that 20% of respondents support attentiveness as factor contributing in customer satisfaction. Similarly, there are 10% who feels being responsive behaviour leads to the same but there are 10% who support helpful as the another factor. However, on seeking majority response, it is found that 60% respondents believe all three factors contributing in customer satisfaction. It shows that people behave differently in acquiring the major customer satisfaction (Arora, 2013). Apart from using various initiatives to gain their attention, they must work on behaviour development.    

Theme 3: Increasing competition is the most crucial factor responsible for affecting the customer satisfaction at Pizza Hut.

RESPONSES	FREQUENCY
Increasing competition	50
Availability of close substitutes	15
High pricing policy of the business	10
Negative attitude of the employees towards customers	20
Non-availability of the services or products	5
TOTAL	100

Analysis and Findings: In order to assess the most crucial factor that is responsible for affecting the customer satisfaction at Pizza Hut, there are various factors are being assessed. From the primary data collected, there are 50% respondents who stated increasing competition as the important factor. However, there are also other crucial factors such as availability of close substitute, high pricing policy, and negative attitude of people, non availability of products which are equally suggested as 15%, 10%, 20% and 5% respectively. It is analysed that due to rising competition, Pizza Hut is not able to cope up with the various aspects such as managing price issue, products availability and contentment level of customers. This in turn has direct impact on satisfaction level of the customers (Cohen & et.al., 2006).

Demographic profile

Theme 4: Adopting customer oriented approach by Pizza Hut will help to deal it with increasing market competition.

RESPONSES	FREQUENCY
Yes	65
No	25
Can’t say	10
TOTAL	100

Analysis and Findings: From the above theme, the efforts are laid to analyse the response of adopting the customer oriented approach by Pizza Hut that helps to deal with increasing market competition. This approach represents the ways through which customers are focused in respect of their viewpoint of adopting various benefits that are in their favour. This includes ways through which Pizza Hut can work out in its quality and company’s image in enhancing ways to deal with market competition (Carnall, 2002). This is ascertained with the responses derived such as 65% response which is towards the narration and 25% which is against. However, there are 10% respondents who cannot say anything about the same.

Theme 5: There are various factors that help in the creation of customer satisfaction level at the Pizza Hut.

RESPONSES	FREQUENCY
Quality of the products or services	10
Time involved in the delivery	10
Attitude of the employees towards customers	10
Environment at the business outlets	10
Taste and hygiene factors	10
Customer support services	10
Prices of the products	10
Availability of the substitutes	10
Location of the outlets	10
Above all	10
TOTAL	100

Analysis and Findings: The present theme is framed to assess the various factors that help in the creation of customer satisfaction level at the Pizza Hut. On examining the different alternatives, the responses of many participants have been collected. Every response is equally supported by people (Graubner, 2006). Thus, it is found that all the mentioned factors such as Quality of the products or services time involved in the delivery, attitude of the employees towards customers, environment at the business outlets, taste and hygiene factors, and customer support services, prices of the product, availability of the substitutes and location of the outlets (Bayley & Nancarrow, 2008).  All these factors are collectively required by firms in raising customer satisfaction.  

Theme 6: Customer friendly initiatives undertaken by Pizza Hut Pukekohe will help in meeting the expectations of the customers.

RESPONSES	FREQUENCY
Strongly disagree	5
Disagree	10
Neutral	25
Agree	5
Strongly agree	55
TOTAL	100

Analysis and Findings: From the above theme, it is analysed that customer friendly initiatives undertaken by Pizza Hut Pukekohe will help in meeting the expectations of the customers. From the data collected, it is found that 55% of respondents strongly support the statement. However, there are 25% who shows neutral behaviour, 5% agree, 10% disagree and 5% strongly disagree. Therefore, from the above results, it has been evaluated that Pizza Hut needs to keep on working on its customer friendly ways of developing their response and loyalty with the firm (Armstrong, 2009).

Theme 7: Close substitutes of the Pizza Hut’s products available in the market affect the sales of the business.

RESPONSES	FREQUENCY
Strongly disagree	5
Disagree	15
Neutral	20
Agree	40
Strongly agree	20
TOTAL	100

Analysis and Findings: From the above findings and analyses, it is strongly believed that close substitutes of the Pizza Hut’s products available in the market affect the sales of the business. There are 20% responses in favour of the statement whereas 40% agrees and 20% showed neutral behaviour. Contrary to this, 15% disagree and 5% were strongly disagreeing to the statement. There are similar firms who are offering products and services. These firms offer very effective ways to grab the customer attention in working a step ahead in many terms such as quantity, quality etc of the products and services (Buckley, 2006).

Thematic Analysis

Theme 8: Quick delivery enhances the customer satisfaction level.

RESPONSES	FREQUENCY
Strongly disagree	5
Disagree	5
Neutral	10
Agree	40
Strongly agree	40
TOTAL	100

Analysis and Findings: From the above theme, it is found that quick delivery enhances the satisfaction of the customers. The data gathered highly demon stare that 40% of responses strongly agree to the narration. However, only 5% of the respondents are disagreeing to this fact. It is analysed that customers usually found to be so satisfied with timely delivery. They benefit with the idea that Pizza Hut is offering value products and services without compromising with their time waste and value (Columbus, 2009). In this respect, it can be effectively said that quick delivery is the essence of company’s image and reputation. 

Theme 9: Positive environment of the outlet attracts the customers towards the Pizza Hut Pukekohe.

RESPONSES	FREQUENCY
Strongly disagree	5
Disagree	15
Neutral	20
Agree	40
Strongly agree	20
TOTAL	100

Analysis and Findings: The above finding clears evidenced that positive environment of the outlet attracts the customers towards the Pizza Hut Pukekohe. This is supported from the viewpoint of 40% participants who agrees to the narration. However, there are 20% who strongly agrees, 20% were neutral, 15% disagrees and 5% strongly disagrees. It is therefore analysed that if the surrounding is pure in every sense such as good gentry, effective behaviour of people living residing over the location, pollution free etc, then the customers will surely attract to the firm and thus will subsequently support in enhancing the customer satisfaction level of the people (Jha, 2008).

Theme 10: Location of Pizza Hut Pukekohe at a convenient place as in the reach of the customers contributes towards the enhancement of their satisfaction level.

RESPONSES	FREQUENCY
Strongly disagree	5
Disagree	10
Neutral	25
Agree	5
Strongly agree	55
TOTAL	100

Analysis and Findings: From the above theme, it is analysed that Location of Pizza Hut Pukekohe at a convenient place as in the reach of the customers contributes towards the enhancement of their satisfaction level. From the data collected from primary and secondary data sources, it is found that 55% of respondents strongly support the statement. However, there are 25% who shows neutral behaviour, 5% agree, 10% disagree and 5% strongly disagree. It is evaluated that customers are said to be satisfied when they are offered with all the required facilities at the place which they visit for the sake of spending their leisure time. In this regards, providing the suitable place where they must feel safe and supportive (Murphy, 2006).

Theme 11: Pizza Hut Pukekohe attains higher sales by contributing to the satisfaction level among the customers.

RESPONSES	FREQUENCY
Strongly disagree	5
Disagree	15
Neutral	20
Agree	40
Strongly agree	20
TOTAL	100

Analysis and Findings: The above finding clears evidenced that Pizza Hut Pukekohe attains higher sales by contributing to the satisfaction level among the customers. This is supported from the viewpoint of different participants who shared their responses. It is 40% participants who agree to the narration. However, there are 20% who strongly agrees, 20% were neutral, 15% disagrees and 5% strongly disagrees. It is therefore analysed that it is necessary to assess the benefits which is driven from the customer satisfaction level. The effort which is induced by the firms such as Pizza Hut is undertaken in order to extract the higher sales and profits (Hausman, 2000).  It is because imbibing the customer’s contentment level is directly linked to magnetise them for marinating long term relationship with them. This is to gain the continuous support and future association with them.

Theme 1: Customer’s satisfaction results in developing loyalty in enhancing company’s success and profitability.

From the above study, there is presented points of recommendations which are planned with the purpose of attaining the objective of the study.

Customer Investment, new product development and innovative system

There are different ways which can be planned by Pizza hut in response to gain the long term relationship with the customers. Hence, it could be said that if management need to undergo appropriate investment or in developing their new product strategy to magnetizes the interest of the customers towards the same.

Service delivery on time by Pizza Hut

For the customer satisfaction at the Pizza Hut, products and services offered on time helps to enhance the effectiveness of the firm (Kortmann, 2012). Suitable services provided helps to gain the maximum customer contentment.

Initiating Total Quality Management

For improving the services of customers, the TQM is suggestible to put on use so as to improve the implementation of function and for laying down improved opportunities (Pieters & Wedel, 2004). It is also recommended to put this quality measure to support the different ways of enhancing quality of products and services offered by the Pizza Hut.

Extended innovation of products

One of the key considerations to enable the customer support is to infuse the use of innovative products entry and services (Mallikarjun, 2015). The satisfaction level helps to raise the needs and demands of the customers.

Aligning organisational goals for customer satisfaction

Pizza Hut uses different method as a strategic tool for measuring the satisfaction level of the customers in order to align their goals (McGoldrick, 2009). Thus, for developing the same, there must be consideration of business objectives in order to measure the customer satisfaction within business.

Conclusion

From the research, it has been found that customer satisfaction is chief essence that adds value to the firm. Incorporation of various management tools helps to enhance the customer satisfaction. Research undertaken showcases the significance of customer satisfaction and the benefits which has been gained. The study proved resourceful in enhancing the assessment of benefits that has from customer satisfaction to the firm.

Customer satisfaction is thus considered as the chief practice that firms such as Pizza Hut is involved in enhancing its organisational benefits and outcomes. In this regard research also identified that competition in the business environment is increasing which can affect the customer base of the organization. It is concluded that rising number of firms entering into this offerings are having crucial role in upgrading the growth and performance of the firm. Research even showed the very significant role which is played by steps that are followed by firms such recognition of the need, initiating search process of the information, evaluation of the pre-purchase alternative, purchase, consumption, and divestment. From the research, it has been observed that there are various factors responsible for the decrease in the customer satisfaction. The identified factors such as increasing competition, availability of chose substitutes, low quality of the products or services, high pricing policy of the business, negative attitude of the employees towards the customers and non-availability of the services or products for the consumption by the customers are highly recommended to be followed in order to gain the satisfaction level outcome. Thus, the purpose of undertaken this study with respect to factors supporting customer satisfaction aspects has been accomplished.

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