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In particular, UK is one of the largest fast food markets in the world which has 5.54 billion visits of customer in 2011. I am a loyal customer of Nandos. I usually eat at Nando’s twice a week. Nando’s entered into the UK market in 1992. Within the slogan that the chicken are grilled, not fried, has provided a valuable niche for Nando’s on the British high street.
However, this research will focus on service quality more than food quality since most fast food companies are concentrating on different ways to improve their service quality by increasing the level of customer satisfaction and customer loyalty.
Providing a quick service, price, location and cleanness which focus more on customers maybe more important than restaurant itself oriented
When customers evaluate particular company; they will compare actual performance with some standards. There are 3 main outcomes includes: confirmation is used when actual performance matches standards and customer feel neutral, positive disconfirmation appear when actual performance is better than standards which lead to customer satisfaction and negative disconfirmation when performance is lower than standard which lead to dissatisfaction. Customers use the service and might have some experiences about this service. Interim satisfaction is the temporary feeling of customer about service, it will change in the future.
Through service quality, customer can know a company is successful or unsuccessful. Indeed, service quality has become the most important factor which can create big competitive advantage in any service company. Quality as correspondence to customer specification is the quality’s definition in term of customer’s view which needs to be considered and delivered by any company.
SERQUAL model was applied to the questionnaire to get customer’s feedback as well as provide a general view of customer about Nandos Exeter’s service quality. Relaiability: when Nando’s restaurant promises to do something, they have to do this and when a customer has any problems, the restaurant has to be pleasant to solve it. Moreover, services must be provided at the time the restaurant promises to do. Responsiveness: staffs of Nando’s tell customer when services will be performed. Furthermore, staffs are never too busy to respond to customer’s requests.Empathy: In the case of Nando’s, each customer must be paid attention by an individual staff and staff must give personal attention to customers. In addition to this, Nando’s has to understand specifics need of customers. Assurance: whenever customer ask about food and ingredients, staffs must answer with strong confidence and having enough knowledge to answer these questions right at the first time. Tangibility: tangible is defined as the appearance of table and chair, crockery and cutlery, staff’s appearance and communication material of Nando’s restaurant. In particular, the quality of equipment and facilities used for supporting the service is paid attention by customers.
Informed consent: before any asking for questionnaire and interview, the researcher always inform fully about the purpose of this research for all participants, describe methods and intended possible uses of the research. Moreover, the researcher needs to tell participants any risk which will happen if they answer the questions. On the other hand, all participants must take part in surveys and interview voluntarily. Sources: there is some information which researcher got from other source. However, during finding references process, the researcher forgot to record these information as a references point. From that, it will lead to plagiarism which is very serious problem. Peer review process: the researcher reviews any part of the research every 4 days. Within working on group with other 2 researchers, we can read project of each other and contribute ideas to help each other improve the project. Openness: the researcher needs to be open to share the data, ideas, result and tools. Furthermore, to be open to receive new ideas and comments of other people is also very important. Legality: it will be very great if the research can be carry out through all kinds of people who used and will use Nandos ‘s service. However, it is illegal to ask children any questions since it will break the law. Therefore, the researcher needs to know clear about this point and ignore the research for children.
From Figure 4, there are 52.31% of respondents who hardly ever visit Nandos Exeter and 30.77% of them usually visit once time a week. Meanwhile, there are only 3.08% of respondent who visit Nandos Exeter 3 times a week. It proves that not many people who usually visit Nandos Exeter regularly. There are 2 main reasons which are given by respondents include: Nandos has small space and they often wait a long time to get food. Therefore, there are a gap between customer expectations and attribute performance which can lead to customer loyalty and service repurchase (see literature review: P5). In this case, respondents expect a big space of restaurant and less time of waiting to get food which did not match with actual performance of Nandos Exeter. It shown that the level of customer satisfaction of Nandos Exeter is not high (see literature review: P5).
From Figure 9, there are 55.39% of respondents said that they feel satisfied about the variety of foods on Nandos offer. This is not a high percentage since the actual performance of Nandos Exeter is not much better than standard which is the main factor make customers feel satisfied (see literature review: P6). Some respondent think that Nandos’s offer seems to be an occasional offer which just provide limit meal. Therefore, respondents do not want to go to Nandos Exeter every day or every week to enjoy the same taste as they did before. However, this result provides an optimistic point for Nandos since not any respondent think that the variety of Nandos offer is poor.
Most respondent complaint about waiting time which disappointed them the most. From that, we can see the effect of this point to customer satisfaction which lead to repurchase service. It might be prove that customer pay the most attention to the service more than the food.
Among 38 respondents commented that the waiting time to get food did not meet their expectation, there are 21 respondents said that they hardly ever go to Nandos Exeter. From this point, it proves that there are close relationship between waiting time in service quality and customer satisfaction in term of SERQUAL model.
The respondents indicated that the food and service had met their expectations, but it seems that they were more satisfied with the food than with the service. However, even respondent satisfied food than service, they still do not go to Nandos store regularly. Therefore, this might be prove that they are not satisfied about service of Nandos there are significant relationship between service quality and customer satisfaction.
Customer satisfaction in Nando's restaurant
Service quality towardcustomer satisfaction A case study of Nando’s restaurant LOGO
LOGO Contents 1 Background of study 2 Problem Statement 32 Literature Review 4 Research Questions 5 Methodology 4 6 Methods 7 Limitations
LOGO 8 Research ethics 9 Results and discussion 10 Conclusion 11 Recommendations
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.
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.
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.
LOGO Literature ReviewCustomer 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) .
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)
LOGO Literature Review (Cont)SERQUAL model : Parasuraman et al (1988)
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.
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?
LOGO MethodologyQuantitative 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.
LOGO MethodsQuestionnaire: 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.
LOGO MethodsInterview: 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.
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.
LOGO Research EthicsInformed consent.Sources.Peer review process.Legality.Openness.
LOGO Results and discussion Semi-structured interview
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:
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.
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.
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.