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Customer satisfaction in Nando's restaurant

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Customer satisfaction in Nando's restaurant

  1. 1. Service quality towardcustomer satisfaction A case study of Nando’s restaurant LOGO
  2. 2. LOGO Contents 1 Background of study 2 Problem Statement 32 Literature Review 4 Research Questions 5 Methodology 4 6 Methods 7 Limitations
  3. 3. LOGO 8 Research ethics 9 Results and discussion 10 Conclusion 11 Recommendations
  4. 4. LOGO Background of study Recently, fast food chain become very famous and continue to increase in popularity. UK is a nation which have the huge demand for the fast food is driving the rapid expansion of fast food chains (Telegraph, 2011). Among these, Nando’s are trying to focus on chicken as a main strength as well as increasing the service quality.
  5. 5. LOGO Background of study(Cont) The service quality and the food quality are chosen to identify and analyze to help Nando’s point out the main factor which can make customer satisfied. Pointing out the problem which Nando’s is facing withand giving the solution to help them overcome theseproblems.
  6. 6. LOGO Problem Statement The fast food restaurant is one kind of global business form and also a place that where we experience excitement, pleasure and a sense of personal well-being (Finkelstein, 1989). When consumers think about the convenience and price of an eating place, going out for eating plays an important role in determining the growth of fast food chain. Waiting time plays an important role in satisfying customer in term of fast food chain which is not done well by Nando’s  level of customer satisfaction will be decrease if Nando’s do not find solutions to solve this problem on time.
  7. 7. LOGO Literature ReviewCustomer satisfaction:  Customer satisfaction is the thinking of customers which is about a company when their expectations have been met or exceeded over the lifetime of the product or service (Fogli, 2006).  If satisfaction or dissatisfaction is experienced by the customer, it will have an influence on repurchase decision (Parasuraman et al,1991) .
  8. 8. LOGO Literature Review (Cont)Service quality concept:  Service quality is reflected in a consumer’s evaluative perception of an encountered service (Cronin & Taylor, 1994).  Consumers do not define the quality follow to the same way as researchers and marketers, who define it conceptually (Garvin, 1983).  The definition of service quality is different in wording but commonly settling whether perceive service delivery meets, exceeds or fails to match customer expectation (Cronin and Taylor, 1992)
  9. 9. LOGO Literature Review (Cont)SERQUAL model : Parasuraman et al (1988)
  10. 10. LOGO Literature Review (Cont)Previous research:Thanikarn Boonlert (2008) studied on the master projectentitle “Perceive Customer Satisfaction of Fast FoodIndustry in Hat Yai: A case study of KFC.  Hypotheses 1: positive relationship between service quality factor and overall customers satisfaction and service quality factor have a positive impact on overall customers satisfaction were accepted.  Hypotheses 2: there is significant difference in service quality factor based on customer’s demographic profile was accepted.
  11. 11. LOGO Research Question Q1: Which is the level of Nandos’s customer satisfaction? Q2: Is there a relationship between service quality factors and overall customer satisfaction? Q3: To what extent do service quality factors predict overall customer satisfaction?
  12. 12. LOGO MethodologyQuantitative methods:  This research approach is an objective, formal systematic process in which numerical data findings.  A survey methodology is chosen to collect primary or secondary data from a sample, with a view to analyzing them statically and generalizing the result to a population (Collis and Hussey, 2009).Qualitative methods:  Qualitative methods can be used to better understand any phenomenon about which little is yet known.  Research problems focus on open-ended questions that will lead to discovering much new information.
  13. 13. LOGO MethodsQuestionnaire:  A questionnaire includes 15 questions (includes some yes-no question, rating scale questions, closed format questions and open format questions.)  The survey chose random 65 people in Exeter high street to conduct in the weekend.  The unit of analysis was the local people who visited Nandos Exeter, who were 18 years and older and who could understand and express themselves in English.
  14. 14. LOGO MethodsInterview: This research also includes the semi-structure interview which just chose Nandos’s manager to answer in detail about some particular questions. Observation: Observation is a method “involves observing and recording people´s actions and behaviors to certain stimuli or situations” which was included in the research.
  15. 15. LOGO Limitations It is hard to make an appointment with the Nando’s manager. The Nando’s manager reject to answer the question which is so sensitive. Most of people in Exeter high street ignored the author. Some respondent did not have full participation.
  16. 16. LOGO Research EthicsInformed consent.Sources.Peer review process.Legality.Openness.
  17. 17. LOGO Results and discussion Semi-structured interview
  18. 18. LOGO Semi-structured interview Evening is the busiest time in a day and Friday and Saturday are the busiest time in a week. Nando’s focus on family and people who love chicken. The total staffs of the food service establishment is 15 includes: 5 waiters, 2 check out staffs and 8 chiefs. Manager and staffs usually meet once time a week. There are complaint procedure in each store of Nando’s:
  19. 19. LOGO
  20. 20. LOGO Results and discussion Author’s observation
  21. 21. LOGO Author’s observation
  22. 22. LOGO Results and discussion Questionnaire
  23. 23. LOGO Questionnaire
  24. 24. LOGO Questionnaire
  25. 25. LOGO Questionnaire
  26. 26. LOGO Questionnaire
  27. 27. LOGO Questionnaire
  28. 28. LOGO Conclusion The level of customer satisfaction in Nando’s Exeter is not high. Most respondent disappointed about waiting time. Even respondents who feel satisfied the food more than service and atmosphere, they do not visit Nando’s store regularly  might be the lack of service quality.There is a significant relationship between servicequality and customer satisfaction.Service quality predict customer satisfaction.
  29. 29. LOGO Recommendations Conducting a survey for all customers. Adjust the current menu. Revise the table setting:  Changing all the table and chair of restaurant.  Extend the space of Nando’s store. Decrease the waiting time. Further research possibility:  Interviewing staffs.  Meeting with higher manager of Nando’s.  Choose different places to release the questionnaire.  Focusing more on comparing food and service.
  30. 30. LOGO References Telegraph (2011), Fast food becomes the UKs meal of choice, [online] Available from: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9016251/Fast- food-becomes-the-UKs-meal-of-choice.html [accessed 20 June 2012] Finkelstein, J. (1989). Dining Out: A Sociology of Modern Manners, Polity, Cambridge. Fogli, L. (2006). Customer Service Delivery. San Francisco: Jossey-Bass. Yi, Y. (1990). A Critical Review of customer satisfaction, in Zeithaml, V.A. (Ed), Review of Marketing 1989, American Marketing Association, Chicago, IL. Parasuraman A, Zeithaml VA, Berry L (1988). SERVQUAL: a multipleitem scale for measuring customer perceptions of service quality. J. Retailing, 64: 12-40. Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. Garvin, D.A. (1983). Managing Quality. The Strategic and Competitive Edge. New York: Free Press. Collis, J. and Hussey, R. (2009). Business research: A practical guide for undergraduate and postgraduate students. Palgrave Macmillan, Basingstoke.
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