In today`s market place, satisfaction of customers is crucial for success of business. Satisfaction of business helps to measure how well the customer`s expectations in context to the services or product provided by a company have been met. Each and every customer has different preferences but there can be a unique similarity in their preferences which is quality of the product or service (Pulido, et al., 2014). In order to achieve growth in business, each and every organization requires to maintain quality in service or product so that satisfaction could be realized by the customers; as a satisfied customer would like to visit again and again and bring more business for the company. A satisfied customer can become loyal customer for the company (Banfield, 2014).
This research is going to be conducted to assess the link between customer satisfaction and quality of service. This research will be based on the Fusion delights, a leading Fusion restaurant which is located in Brisbane. Over the years, restaurant industry has been grown up because of the changing pattern in lifestyle of consumers. The demand of the customers beside good and tasty food is also changed ( Creasey & Hiatt, 2012). This research will focus on the satisfaction of customers by delivering quality service. In the research proposal, literature review is included which will embrace the information about different topics related with the research such as- customer satisfaction, quality service and relationship between service quality and satisfaction of customers. This will be helpful in the research project. In addition to this, research methodology is also discussed, which includes the method for collection of data and analysis of data for the project. An estimated budget is also included in the proposal project of research which states the expenses which will incur in the research.
Fusion Delights is engaged in business of restaurant. Now a days, trends can be seen in eating habits of the people, which demands for some changes in the restaurants as well as hotels. Besides good and tasty food, people now also want quality in service as well (Jajaee, 2012). The main problem for which research shall be conducted is to assess the link between quality of service and satisfaction of customers. The problem is important to be solved so that the restaurant owner can develop some strategies or plan to deliver high quality services to its customers ( Lisch, 2016). So that the customer shall not move towards the other competitive restaurant. After solving the problem, it would be benefit of the restaurant`s business as expansion of operations can be carried out in upcoming period. In addition to this, by delivering high quality of service to the customers, fusion delights would be able to create recognized image in the market which will led to the development of business as well as in sales, revenue etc.
Aim of Research
Research`s aim is to evaluate the link between service quality delivered and satisfaction of costumer attained by Fusion Delight Restaurant which is located in Brisbane.It is important to identify the link between service quality and satisfaction achieved by the customer when he or she avails quality service ( Rao, 2011). Therefore the aim of the research is to lay emphasis on delivery of service to the customers and the satisfaction achieved by the customers by availing that service.
Objectives of Research
One of the main objective of the research is to an open ended survey on the basis of some quantitative aspects so that level of quality in the service provided to the customers by the restaurant I.e. Fusion delight can be assessed ( Yeung, 2014). Objectives of the research are mentioned below:
Research question
The research will try to give the answer of the question-
“What is the link between service quality and consumer satisfaction?”
Research Project`s justification
The research on the relationship between service quality and satisfaction of customers would be helpful for different users. As the restaurant owner of the Fusion delight would be able to understand the importance of quality service for the growth of business, as when the quality of service will be delivered to the customers then they would prefer to visit the restaurant gain and again which in turn will be make benefits for the business such as- increase in sales, increase in number of customers, increase in profit, creation of brand image etc. This research`s outcome will provide certain base for the restaurant owners to develop strategies which would be helpful in development of their business (Banfield, 2014). Through the research`s outcome, business owner would understand the preferences of the customers as the survey will be done for the research in which data will be collected through the questionnaire which will also include the question that what is most preferred by the customer. This research has also importance for other restaurant owners as they could evaluate their service quality and then strategy can be developed by them to make consistency in their services and to make the customers more satisfied (Beard, 2014). In addition to this, it will be also important for researchers as this data collected in the research would be helpful for them in their future research on the topic related with satisfaction of customers and service quality.
Output of research Project
This research will try to determine the main factors for satisfaction of customers of Fusion Delights. The expected results of the research are as follows-
Customer satisfaction
Customer satisfaction is a broad term as there are different – different types of customers and each and every customer has different needs, interests or preference. The rem customer satisfaction is a marketing term as this is used by business organizations to measure that in which way the services or the products shall be supplied in the market so that the needs or the expectations of the customer could be fulfilled. Satisfaction of the customers is crucial for the business owners because it provides a metric to them which can be used to make improvement in their business in addition to practice proper management of business.The quality of product or service which is offered by the company determines the satisfaction level of customers. In relationship marketing, satisfaction of the customer is considered as a way which leads to retention of customers for long term and reason for this is- an unsatisfied customers possess high rate of switching the brand. In the restaurant business, customer`s satisfaction can be achieved by delivering quality food (reliability) and sustenance of good quality (responsiveness). According to (Beard, 2014) the importance of customers for the business owners are-
According to ( Grimsley, 2015), customer satisfaction is an intellectual conception and embraces various factors such as-
As per (Pulido, et al., 2014), there are three Cs i.e. consistency, consistency and consistency which can make a customer satisfied. As there should be consistency in quality of the service or product which is offered to the customer. The quality of product and service should be high and consistency in low quality shall not be managed by the business owners. For an example, restaurant owners shall deliver the customer`s order in consistent manner and meanwhile consistency in the quality of the product or service shall also be maintained by the manager.
Quality Service
One of the important factor which drives satisfaction in the service environment is quality of service. Some controversy arise in this matter as to whether satisfaction of customer is an antecedent or consequence of quality of service ( Isayeva, 2013). Quality of service is measured by the customer through different expectation and perceptions which are based upon 5 generic dimensions such as- responsiveness, empathy, tangibles, assurance and empathy. In the restaurant business, only a part of contribution is a service that is heterogeneous and intangible, and where product`s production and consumption cannot be separated. Beside this, consumers prefer as well as expect variety in selection of food and places. Service quality involves a number of aspects and among those aspects, responsiveness is one of them which makes the customer satisfied on dimension of service quality. Quality of product has also similar importance in restaurant industry as like quality of service. Because the restaurant business owners can provide food as the product and there must be quality in the food in order to make the customer satisfied.
Dimensions of Service Quality
|
Dimension |
Criteria of Evaluation |
Example |
|
Reliability: dependability and consistency in performance of service |
Execution of service when promised |
Confirmed reservation of restaurant’s table |
|
Tangibles: Service`s physical evidence |
Physical facilities appearance |
Food quality in restaurant. |
|
Responsiveness: Readiness and willingness of employee for delivery of service |
Delivery of rapid service Handling critical requests |
Re-filling a glass of wine for customer by the waiter without being asked (Jajaee, 2012). |
|
Empathy: Employee`s attention to customer`s query |
Listening the customers in proper way. Providing personalized attention |
A restaurant employee trying to cognize the complaint of customer. |
|
Assurance: Competence and knowledge of staff to convey confidence and trust. |
Staff`s knowledge and skills. |
Highly trained staff at restaurant. |
There is a unique bonding, between quality service and satisfaction of service. As when service to the customer is delivered at high quality level then the customers get satisfaction (Pulido, et al., 2014). Providing high quality services to the customers is not an easy task as consistency cannot be maintained for delivering high quality services. The aspects which are required to be concentrated while meeting the expectations of customers are: specifications for service quality, performance of employee, understanding the expectations of customers and preferences and dealing with service expectations. In context to the customer satisfaction, business owners shall determine the quality of service so that customer’s expectations can be fulfilled (Banfield, 2014). There are certain ways which can be useful for the business owners who are indulged in restaurant business such as- clean and soothing environment of restaurant, quality food must be deliver to the customers in a presentable way, staff should take care of personal hygiene as well as restaurant`s hygiene, customer`s choice should be valued as well as the issues of the customers should be handled by the staff in proper manner. These are the certain ways which can facilitate in providing satisfaction to the customers.
Hypothesis developed by the above concepts are-
H1. The more reliable service delivered through restaurant, the higher customer satisfaction level.
H2. Higher the food quality`s level, the greater customer satisfaction level.
H3. Higher responsive services delivered through restaurant, the bigger customer satisfaction level.
Research methodology is a vital part of the research project, as it includes collection of data and analysis of data; through which the outcome of the research is concluded. This research is quantitative in nature. As the data which is required for the research is quantitative.
Data collection- collection of data is must in research as in absence of data, a research cannot be completed. There are mainly two source available for the collection of data i.e. primary source and secondary source ( Grigoroudis & Siskos, 2009). In this research focus will be laid on collection of data from primary source.
Primary data collection- Primary data is also called as first hand data. As this type of data is collected by the researcher for the first time. Therefore the reliability of primary data is more in comparison to the data collected through secondary sources ( Nix, 2017). Data collected through the primary source incurs more cost as fresh data is collected through this method, however the secondary data is already available through various sources that`s why incur of cost in the secondary data is less. Primary data can be collected by the researcher through various methods such as- surveys, observations, interviews etc. In the research, an open ended survey will be done to collect the data. This survey will be done through dispersing questionnaire to the customers of Fusion Delight ( Grimsley, 2015). Various questions will be included in the questionnaire that will be associated with the quality of service provided by the Fusion delight. In the questionnaire, question about the need, preferences of the customers will also be included. In addition to this, customer`s privacy will also be valued in the survey as the questions which can harm the privacy of the customers will not be included in the questionnaire. Beside this, questionnaire will be prepared in such way, that customers could fill it in easy way without any confusion.
Sampling technique- Random sampling technique will be used for the research. As customers who visits Fusion delights regular will be selected randomly for the survey.
Data Analysis- The collected data is crucial to be analyzed in order to get result of the research. The data which is relevant for the research or that can provide solution for research problem would be analyzed (Olsen, 2011). By considering the responses of customers and result of conducted survey, the data will be sorted and presented in meaningful way. Data in quantitative form will be collected in the research, therefore statistical measures would be used to analyze the data. Chi Square method will be used to analyze the quantitative data. As statistical technique to analyze the quantitative data is easy and reliable way.
Organization of the research will be done in a way stated below-
Project Schedule
|
Activities for Research |
Initial date of Activity |
Completion date of Activity |
Total duration of days for activity’s completion |
|
Problem Statement in detail |
1/5/2017 |
1/5/2017 |
Five Days |
|
Aim, objective and question for Research |
6/5/2017 |
10/5/2017 |
Four Days |
|
Research project`s Justification |
11/5/2017 |
15/5/2017 |
Five Days |
|
Expected outcome of research |
16/5/2017 |
19/5/2017 |
Four Days |
|
Literature Review |
20/5/2017 |
26/5/2017 |
Seven days |
|
Research Methodology |
27/5/2017 |
5/6/2017 |
Ten Days |
|
Total days for completion of the activities |
– |
– |
Thirty five days |
Research Budget and justification of expenses
Cost incurs in different activities for research, such as collection of data, analysis of data etc. Justifications for the expenses which can be incurred in the research are given below;
Estimated budget in the summarized form is given below:
|
Expenses on Activities |
Amount of Expenses |
|
Conceptual framework or literature review |
$550 |
|
Research and dispersal of questionnaire |
$1200 |
|
Observing the activities of business |
$800 |
|
Analysis of Data |
$3000 |
|
Total estimated budget for the research project |
$5550 |
The above table displays the required budget for carrying out the research. The amount included in the budget is estimated which can vary from the real cost that incur in the research.
References
Albuquerque, D., 2010. Business Ethics. s.l.:Oxford University Press.
Bougie, . & Sekaran, U., 2016. Research Methods For Business: A Skill Building Approach. s.l.:Wiley.
Creasey, T. & Hiatt, J., 2012. Change Management: The People Side of Change. s.l.:Prosci Research.
Grigoroudis, E. & Siskos, Y., 2009. Customer Satisfaction Evaluation. s.l.:Springer Science & Business Media.
Grimsley, S., 2015. What is Customer Satisfaction? – Definition & Examples. [Online]
Available at: https://study.com/academy/lesson/what-is-customer-satisfaction-definition-examples-quiz.html
Isayeva, A., 2013. Customer Satisfaction: The Role of Loyalty Phases as a Moderator on the Relationship Between Satisfaction with Service Recovery and Its Drivers. s.l.:Lap Lambert Academic Publishing GmbH KG.
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Allen, M., 2015. Strategic Communication for Sustainable Organizations. s.l.:Springer.
Banfield, T., 2014. Why Customer Satisfaction is Important (and How to Focus on It). [Online]
Available at: https://www.surveymonkey.com/blog/2015/02/06/customer-satisfaction-important-focus/
Bates, S., 2014. Understanding and Doing Successful Research. s.l.:Routledge.
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