Service Quality And Customer Satisfaction For Ginger (Indian Restaurant)

Assessment Criteria

In the current business scenario, the Indian food industry focuses on obtaining higher success, gaining their best contribution to world food trade each year. Indian foodservice industry incorporates the engine for economic growth and employment a roadmap in terms of revealing the growth opportunities. In addition, it is assessed that the government of India has contributed about 32% of their profitability from the food market. Therefore, the minister of food processing industries is trying to lead entrepreneurs in order to invest in the food business (Kaura, et. al. 2015).  

Management problem, research questions, and research objectives

 Market research is a key issue in the management of Ginger (Indian Restaurant). In this way, a corporation should comprehend the actual preference and needs of consumers in order to improve the extent of satisfaction. Moreover, management needs to address the key factors of success. What a consumer evaluated first in restaurant services and particularly in food, what are essential things for consumers during consuming products and services.

Management decision is a key issue for Ginger. In this way, the company identifies which features of the corporation should focus on restaurant services with regards to becoming competitive and popular in the marketplace. Goods and services are a key management problem. It could be communicative and respond towards needs of consumers if a company wants their products to be sold along with, maintain sustainability (Popli, and Rizvi, 2015).  

Proposed Research Question

Research Question: How service quality in food impact on customer’s satisfaction level in the case of Ginger (Indian restaurant)?

Research Objectives:

RO1: To identify the meaning and concept of services quality and customers satisfaction in the case of Ginger restaurant. 

RO2: To recommend strategies to improve the consumer satisfaction level in the case of a Ginger.

Research boundaries

The investigation was concerned with addressing whether targeted guests with a different level of earlier experience will be competent to give their responses regarding the research issue. There was no clear purpose to assess the effect of this factor on the overall marketability of the product, the perception of product providers and buying intention of potential customers (Xiang, et. al., 2015).

Report outline

This report is going to assess the research concern through literature review. It also illustrates the research methodology to complete the research in a systematic manner. This report explains the Gantt chart to identify the time schedule in order to complete each activity. It also describes the proposed data analysis to assess the result.

Management problem, research questions, and research objectives

Literature review

This part of the research will be beneficial to review the literature regarding the impact of service quality on customer satisfaction. It would be also advantageous for gaining awareness regarding meaning and concept of services quality and customers satisfaction in case of Ginger. It will aid to increase the knowledge regarding factors affecting customer satisfaction. This literature review will also present the Kottler model of customer satisfaction. It also helps to build the understanding regarding strategy to improve the customer satisfaction level.

Meaning and concept of services quality and customers satisfaction in case of Ginger 

According to India’s food service industry: Growth recipe (2016), service quality can be illustrated as the extent by which service meet the expectations and needs of customers and theorized it as the overall impression of customers with respect to weakness or superiority of services. In contrast to this, IBEF (2018) illustrated that service quality can be defined as “what the customer desires and also willing to compensate for” as compared to “what the supplier supplies”. Hence, service quality can be demonstrated as the gap between desired services and actually observed services.

Dimensions of Service Quality

As per the view of Indian Food Services Industry: Engine for Economic Growth & Employment a Roadmap for Unlocking Growth Opportunities (2018), service quality contains different dimension such as staff and material and physical facilities. It can be categorized into different aspects such as technical quality and functional quality. A similar strategy argued by Saleem and Raja (2014) as, it was stated that service quality involves environmental, technical and functional quality. Furthermore, SERVAQAUL is another strategy that also confirmed the service quality dimension in services such as reliability, assurance, empathy, responsiveness, and tangibility. This measure may highly impact on the customer’s satisfaction.  

Customer satisfaction

As per the view of Kasiri et al. (2017), customer satisfaction is a term that is highly practiced in the marketing. It is a determinant to measure how goods and services are supplied by a corporation to meet or exceed the expectation of customers. Customer satisfaction can be defined as the number of customers or percentage of total customers, who have experience of firms and its products and services, exceed the targeted satisfaction goals. Satisfaction among customers offers a leading indicator regarding consumer buying intentions along with loyalty. Data related to satisfaction among customers are most frequently composed indicator of market perceptions.   

Proposed Research Question

Factors influencing customer satisfaction in the hotel industry

Factor	Description
Location	·         Perception of customers about geographic macro as well as the micro-location of the hotel activates ·         The first impression in the chain of associations may affect the further assessment (Izogo, and Ogba, 2015).
Price	It demonstrates the consideration of cash paid by guest for a specific quantity of services
Personnel	The interaction between employees with guests affects the expansion of their potential future associations, as workforces are a key representative of a corporation in the eye of the guest (Liat, Mansori, and Huei, 2014).
Internet connection	The existence of connection of internet and particularly wireless one has become a key component during the last five years with the growth of IT development (Han, and Hyun, 2015).

Kotler model of customer satisfaction

According to Ramamoorthy et al. (2018), need recognition is an initial phase of customer satisfaction. While an individual is aware of want then, tension is created among them and they select one product in order to meet their satisfaction needs. There could be chances that an individual could be aware regarding the product before its need is familiar. It can be demonstrated by the arrow going in both manners from the need for products and it’s vice-versa. 

In opposed to this, Ramamoorthy et al. (2018) stated that product awareness is the second step of customer satisfaction. In this way, awareness regarding product can be generated from advertisement and exposure regarding different types of media or by social circle. The awareness and needs lead to creating interest among people. In certain cases, the interest can be a breakdown and the decision procedure can be stopped and could be postponed for the specific period

In the view of Lu et al. (2015), evaluation considers the collecting more data regarding the products and comparing as well as contrasting it with other products. It can be performed theoretically or by taking a trial. After completing the evaluation, the interest of consumer may develop and he has desired to buy or he may lose their interest and decision procedure may again break or be delayed.

In opposed to this, Su et al. (2016) stated that intention is their phase of influencing customer satisfaction. Once, there is an intention to buy the product, the consumer goes ahead and deals and buys the products. After purchasing the product, it can be applied to meet the needs. For example, a wide range of products is consumed by the consumer can aware them regarding a favorable and unfavorable aspect of the product.

According to Lee et al. (2015), the post-purchase behavior is the last phase of influencing the customer satisfaction. For example, if, after getting and consuming the product, the customer gets satisfied and happy then, they go in for repeat buying or suggest the same products and services to their friends and relatives. But, when the customer gets dissatisfy then he will discontinue further buying of products and services along with generated unfavorable attitude towards it that may be ruin to business. The post buying behavior is essential for marketers and the business as it leads to adequate feedbacks for enhancement and keeps the quality and feature required by the product. While, the customer is very happy with buying, then he forms a good picture regarding products and corporation.

Research Objectives

Strategies to improve the consumer satisfaction level in the case of Ginger

Murali et al. (2016) suggested that the company should provide proper training to enhance the customer satisfaction level. Effective customer services and sales are an initial phase with respect to satisfying the customers. Workforces should be methodologically trained regarding the products and services and should be competent to confidently respond the questions and communicate about products. Executing training and continuous education initiatives are effective techniques to enhance and keep the satisfaction among customers.    

In contrast to this, Berezina et al. (2016) stated that responsiveness is an effective strategy that could improve the satisfaction level among customers. The origination of technology has made the customer support more than phone services. There are several modern companies that enable customers with numerous customer service options such as email, live chat, and conferencing of the video. In addition, traditional phone supports remain executing multiple lines of communication and enhances the responsiveness of business that ultimately affects the customer satisfaction.

Implications (Research gaps and conceptual framework)

From the above chart, it can be stated that there is two variable i.e. independent and dependent variable. In this research study, the independent variable is service quality and the dependent variable is customer satisfaction. It shows that service quality has an impact on the customer satisfaction.

Research Gaps

This literature review will focus on the impact of service quality on customer satisfaction in Ginger (Indian Restaurant) Located in Harris Park”. But, there is a gap in the research study due to using a small amount of sample in the survey through questionnaire as, this could create difficulties for an investigator to collect the depth data about research issue.

Introduction

This research methodology presents the systematic understanding regarding research issue. It also contains the different approaches of research to pool the investigation. This research methodology proposes the detail of a particular data collection tool that would be used to complete the research. It helps to complete the main aim and objectives in the specified time period. It also exhibits the proposed analysis of result (Murali, et. al., 2016).  

Research approach and justification

The research approach is a way of completing the research in a systematic manner. There is a different approach to research that aids to attain the reliable and valid data such as explanatory, exploratory and descriptive research. In this research, an explanatory research approach will be used due to the subjective nature of research concern. This approach will be selected as; it will help to explain the theoretical understanding regarding the impact of service quality on customer satisfaction (Lee et al., 2015).

Research boundaries

In contrast to this, descriptive and exploratory research approach will not be used because this research is based on the previous phenomenon. Research design can also be used for completing the investigation in a methodological way. There are three kinds of research design such as qualitative, quantitative and mixed research design (Su, et. al., 2016).  

In this research, a mixed research design will be used to collect the information regarding research phenomenon. In such a way, qualitative research will be used to gather the theoretical understanding regarding the impact of service quality on customer satisfaction through literature review. In addition, quantitative research will be used to capture the numeric data about research concern such as survey through questionnaire will be practiced to gather the numeric data (Lu, et. al, 2015).

Detail of specific data collection techniques 

Research Objective	Data Collection Methods/Techniques (secondary and/or primary)	Data Analysis Plan
R01: To identify the meaning and concept of services quality and customers satisfaction in case of Ginger	Secondary data gathering technique	Qualitative data assessment technique would be used to collect the theoretical information about services quality and customers satisfaction.
R02: To suggest strategies to improve the consumer satisfaction level in the case of Ginger	Primary data gathering technique	Statistical data assessment technique would be practiced to address the pooled information and attain research objectives (Su, et. al., 2016).

Gantt chart

Deliverable	Projected timeframe for the attainment of research practices (in weeks)
	1	2	3	4	5	6	7	8	9	10
Selection regarding research concern
Development of research aim and objectives
Choosing the data collection method
designing of questionnaire
Choosing sampling method for feasible sample size
choosing data collection analysis
Writing of Report
Final submission of the report

From the above charts and tables, it can be illustrated that choosing data gathering technique will take more time as compared to other practices. In contrast to this, selection of research concern, and development of research aim and objectives will take minimum time as compared to other practices. 

Proposed analysis of the result 

After gathering the data, an investigator will assess the result by using data analysis techniques. There are different methods of data assessment technique such as statistical data analysis and thematic data analysis techniques. For this research, statistical data analysis technique will be used to assess the pooled quantitative data through a survey questionnaire. Furthermore, the researcher will present some descriptive tests for percentages and frequencies. It will also use Ms-excel software to present the demographic data such as age, gender, income, and education level through different charts and tables as well as discusses the correlation between service quality and customer satisfaction (Berezina, et. al., 2016). 

Reference

Berezina, K., Bilgihan, A., Cobanoglu, C. and Okumus, F., 2016. Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing & Management, 25(1), pp.1-24.

Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.

IBEF 2018.Indian Food Processing.

India’s food service industry: Growth recipe 2016. India’s food service industry: Growth recipe

Indian Food Services Industry: Engine for Economic Growth & Employment A Roadmap for Unlocking Growth Opportunities. 2018.

Indian Food Services Industry Overview.e quality, customer satisfaction and loyalty in the automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), pp.250-269.

Kasiri, L.A., Cheng, K.T.G., Sambasivan, M. and Sidin, S.M., 2017. Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, pp.91-97.

Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015.Service quality, service convenience, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33(4), pp.404-422.

Lee, J.S., Back, K.J. and Chan, E.S., 2015. Quality of work life and job satisfaction among frontline hotel employees: A self-determination and need satisfaction theory approach. International Journal of Contemporary Hospitality Management, 27(5), pp.768-789.

Liat, C.B., Mansori, S. and Huei, C.T., 2014. The associations between service quality, corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal of hospitality marketing & management, 23(3), pp.314-326.

Lu, C., Berchoux, C., Marek, M.W. and Chen, B., 2015. Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal of Culture, Tourism and Hospitality Research, 9(2), pp.168-182.

Murali, S., Pugazhendhi, S. and Muralidharan, C., 2016. Modeling and investigating the relationship of after sales service quality with customer satisfaction, retention, and loyalty–a case study of home appliances business. Journal of Retailing and Consumer Services, 30, pp.67-83.

Popli, S. and Rizvi, I.A., 2015. Exploring the relationship between service orientation, employee engagement, and perceived leadership style: a study of managers in the private service sector organizations in India. Journal of Services Marketing, 29(1), pp.59-70.

Ramamoorthy, R., Gunasekaran, A., Roy, M., Rai, B.K. and Senthilkumar, S.A., 2018. Service quality and its impact on customers’ behavioral intentions and satisfaction: an empirical study of the Indian life insurance sector. Total Quality Management & Business Excellence, 29(7-8), pp.834-847.

Ramamoorthy, R., Gunasekaran, A., Roy, M., Rai, B.K. and Senthilkumar, S.A., 2018. Service quality and its impact on customers’ behavioral intentions and satisfaction: an empirical study of the Indian life insurance sector. Total Quality Management & Business Excellence, 29(7-8), pp.834-847.

Saleem, H. and Raja, N.S., 2014. The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5), pp.706-711.

Su, L., Swanson, S.R. and Chen, X., 2016. The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality. Tourism Management, 52, pp.82-95.

Xiang, Zheng, Zvi Schwartz, John H. GerdesJr, and MuzafferUysal. 2015. “What can big data and text analytics tell us about hotel guest experience and satisfaction?.” International Journal of Hospitality Management 44 (2015): 120-130.