Abstract Customer satisfaction is an essential for business success in today’s marketplace. The degree of satisfaction provided by the goods and services of a company as measured by the number of repeat customers. customers. Customer satisfaction satisfaction plays an important important role within within any business .not only is it the leading indicator to measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is also a key point of differentiation that helps to attract new customers in competitive competitive business business environmen environments. ts. The objective objective of study is to construct comprehensive model of customer satisfaction in restaurant industries. Primary research and uantitative techni!ues were used to e"plain the concept of customer satisfaction. #tratified random sampling was used for this purpose for data analysis purpose, factor analysis and regression analysis while using #P##$%& were used to test the model. This research will add in e"isting base of knowledge on customer satisfaction while focusing on local restaurant industry.
Keywords
Customer satisfaction, service !uality, food reliability freshness; Presentation; Taste; 'ast food restaurant.
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Chapter-01 Introduction Customers service is the key factor for getting satisfied customers .This plays vary major role in each and every company’s success. ( company with best customer service is the most preferred company. )estaurants are one of the major industries where the customer service is e"pected more. ( restaurant with good customer service will be ranked higher than any other competitive restaurants .*very customer e"pects his order items should be served with smile. +ut most of the restaurants fail to understand this basic and the major e"pectation from customer. hen this is fulfilled the restaurant is valued more. -ow a days all the restaurant show their care in providing better customer service this make them to stand in top for sure .( best restaurant realies that customer service should start from the kitchen. *nough care should be taken to see the !uality of raw materials used. Customer need to be satisfied with the !uality and taste too. -ow$a$days restaurant industries plays vital roles in +angladesh. )estaurant service also known as !uick service restaurants.
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Chapter-02 Literature Review The pressures of working life along with time constraints have resulted in an increasing number of consumers opting for fast food restaurant. /ne study of the market research and analysis group packaged facts revealed that around one$ third of consumers felt they lack the time to prepare healthy meals, resulting in food being consumed !uickly at work or in the car. 'or this reason these same people have actually replaced many of their meals with snacks and !uick meal. Consumers have changed. The consumer’s attitude about the economy, their lifestyle, financial planning and shopping habits and eating. The growth of the fast food market has been an effect of societal development. 0ike the western world, now a day, women in +angladesh especially in 1haka city do not stay at home carrying out household tasks, but rather prefer remunerated work in striving towards e!uality and economic independence. The meal, as a concept meaning the sharing of different kinds of food, has been replaced by !uick breaks of individual eating and many young people do not have regular eating times or habits in terms of breakfast, lunch, and dinner.
Methodology o the study !ata sources"
2n order to prepare this report we have collected necessary information from two types of source as follows %. Primary source information3 e collected the data from a sample of %45 customers on same point of purchase and consumption inside the restaurant. ( structured !uestionnaire on 'ive Point 0icker scale was used to collect the data. 6. #econdary source of information Population3 we collected the data through websites. #opulation"
'or the purpose of the report we use primary data and this data is collected from face to face meeting of %55 respondents.
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$ypothesis
To conduct the study, we select two hypotheses. /ne is null hypothesis and other is alternative hypothesis% -ull hypothesis 753 There is no relationship between factors such as food !uality, service !uality and restaurant environment and customer satisfaction towards fast food restaurant% (lternative hypothesis 7%3 There is strong relationship between factors such as food !uality, service !uality and restaurant environment and customer satisfaction towards fast food restaurant
&echni'ues o data collection and analysis"
'or the purpose of this study, we used the #tatistical #oftware Package for #ocial #ciences 8#P##9 :ersion %& to compute all the data gathered from the !uestionnaires. The techni!ues of analysis used in this study were factor analysis and regression analysis to sum up the data collected. The !uestionnaires used are adopted from the !uestionnaires developed from past researches. 2n order to describe the sample characteristics in the data analysis report, demographic data such as age, gender, educational !ualification, profession, are included in the !uestionnaire. 2n the subse!uent sections, all the study variable scales are measured using 0ikert scale rated varying from % to 8highly disagree to highly agree (%
)igniicance o the study
( thorough understanding and knowledge of the factors that have impact on customer satisfaction is very useful in guiding restaurant owners and managers to design and deliver the right offering and strategies. (lso research has many future implications. 2t has potential to check the moderating effect of culture sensitivity and also it can determine the mediating role of customer satisfaction and its impact on brand or customer loyalty in further. This will be of uni!ue in terms of local environment and will have many implications for restaurant owners, managers and researchers of particular community.
Model diagra*
'ollowing diagram shows the relationship of variables both dependent and independent variables, customer satisfaction is dependent variable and )esponsiveness, )eliability or Product !uality, Physical design and price are few of the major independent variables in our study
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Independent variable /rder accuracy 'ood uality *mployee courtesy Customer Complaints Cleanliness aiting time for service
!ependent variable #atisfaction
Restaurant +verview #0. -o. 5% 56 54 5> 5 5& 5? 5A 5 %5 %% %6 %4 %> % %& %? %A % 65
)estaurants name
0ocation 1umki, Patuakhali 1umki, Patuakhali 1umki, Patuakhali 1umki, Patuakhali +arisal, #adar 1umki, Patuakhali @ira mohallah, +arisal Bhulna Patuakhali, #adar Police line, +arisal +arisal, #adar +arisal #adar C = + road, +arisal +arisal, #adar +arisal, #adar +arisal, #adar +arisal, #adar Police line, +arisal -ew market, Pataukhali Pataukhali, #adar
Chapter-0," Result and !iscussion 5
!e*ography o respondents
Age 36-Above; 13%
26-35; 28%
15=25; 59%
The above chart mention that most of the respondents of this report are young generation. (mong the sample population E respondents age lies in the range of %$6 and 6AE respondents age in 6&$4 and the rest %4E’s age is in the range of 4&$above.
Gender Female; 36%
Male; 64% Male
Female
'rom the above chart it is found that most of the respondents are male and their percentage is &>. (nd the percentage of female respondents are 4&.
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Educational Qualifcation MS/MBA; 22 %
S.S.C; 4%
H.S.C; 15 %
Hons; 60% S.S.C
H.S.C
Hons
MS/MBA
The educational !ualification chart represents that the educational !ualification of &5E respondents are 7ons and 66E respondents has <#F<+( degree. (nd the respondents who has #.#.C = 7.#.C degree are >E = %>E respectively.
&#o'ession $t"e#s; 1% ea !"e #; 5% Businessman; 10% Student; 67% Stu de nt ea !"e #
Bus ine ss ma n $t"e#s
'rom the above chart of profession, it is found that &?E of the respondents are student. %AE of the respondent’s profession is others. Teacher and +usinessman are E and %5E respectively among the respondents.
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actor Analysis KM+ and .artlett/s &est a
Baiser$
Test
of
#ampling
of (ppro". Chi$#!uare
.A4? %.5&4*4
df
64
#ig.
.555
a. +ased on correlations Interpretation" +ased on B
Regression Analysis
(
!escriptive )tatistics
#td.
%55
4.>&5 .?A?& 5
%55
/rdered dishes arrives promptly
4.65 .A4 5
%55
Promptly check$out from cash counter
4.A5 .A?>& 5
%55
The 'ast 'ood )estaurant provides prompt and !uick service
4.&5 .A&A45 5
%55
The staff shifts to help each other maintain speed of the service 4.5?5 .5%? during busy times 5
%55
The decoration is in keeping with its image and price range
4.>5 .?>4 5
%55
The 'ood served is very neat = clean
4.55 .? 5
%55
The 'ood )estaurant has clean dining area
4.?65 %.5&>4 5
%55
The tableware in the )estaurant is clean
4.?%5 .566> 5
%55
#taff members are clean, neat and dressed properly.
4.&>5 %.54A% 5
%55
'ood tastes good
4.AA5 %.54?>A 5
%55
'ood is fresh
4.&?5 .A 5
%55
:arieties of foods are available
4.&65 %.5A?% 5
%55
The staff serve your food e"actly as you ordered it
4.&5 .A?> 5
%55
The )estaurant serves you in the time promised
4.65 .A6%%6 5
%55
The take$away service in the 'ood )estaurant is competent and 4.>55 .A>5A? efficient 5
%55
The staff have good attitude and willing to talk to you
4.4A5 %.%%?%A 5
%55
The staff is very friendly
4.55 .&66 5
%55
The staff can answer your !uestions completely
4.>45 %.5?>A 5
%55
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Interpretation" The first output from the analysis is a table of descriptive statistics for all the variables under investigation. Typically, the mean, standard deviation and number of respondents 8-9 who participated in the survey are given. 0ooking at the mean, one can conclude that . that is JJThe 'ood served is very neat = clean’’ is the most important variable that influences customer’s satisfaction. 2t has the highest mean of 4.5.
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Coeicientsa Knstandardied Coefficients
#tandardied Coefficients
+
#td. *rror
+eta
8Constant9
6.%A
.?4
.54
.%4A
.54
.4A5 .?5
/rdered dishes arrives promptly
.6??
.%>
.6?%
%.%5 .5&5
Promptly check$out from cash counter
.566
.%>
.565
.%4 .A?
The 'ast 'ood )estaurant provides .4%6 prompt and !uick service
.%>
.6?&
6.56& .5>&
The staff shifts to help each other maintain speed of the service during busy $.%A? times
.%%?
$.%?4
$ .%%4 %.&5
The decoration is in keeping with its $.544 image and price range
.%&
$.546
$.655 .A>6
The 'ood served is very neat = clean
.%?
.5A?
.>>5 .&&%
The 'ood )estaurant has clean dining $.4%& area
.%?
$.4>>
$ .5A6 %.?&4
The tableware in the )estaurant is clean
.%>?
.5?%
.6% .&5>
#taff members are clean, neat and $.5& dressed properly.
.%6?
$.5&5
$.>>> .&A
'ood tastes good
.%6%
.%%
.%6
%.5 .6
$.%?
.%
$.%&5
$ .6&4 %.%6A
.%4?
.%%>
.%4
%.65> .646
The staff serve your food e"actly as you .%56 ordered it
.%A
.%5>
.&>& .65
The )estaurant serves you in the time $.56 promised
.%?
$.5?A
$.AA .A
The take$away service in the 'ood $.5A% )estaurant is competent and efficient
.%45
$.5&
$.&% .4?
The staff have good attitude and willing .%>% to talk to you
.%>&
.%&%
.& .44&
The staff is very friendly
$.5?>
.%&4
$.5?4
$.> .&%
The staff can answer your !uestions $.5? completely
.%6A
$.%5&
$.?> .>4
The staff seemed well trained, competent .55 and e"perienced
.%>5
.5A
.&>% .64
.5A?
'ood is fresh :arieties of foods are available
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.5??
t
#ig.
4.4>> .55%
Interpretation" The results show that out of twenty independent factors, only one factor has significant 8pI5.59. /n the contrast other % factors significant 8pL5.59. 'actor that has significant 8pI5.59 null hypothesis is accepted and alternative hypothesis is rejected, factors those 8pL5.59 alternative hypothesis is accepted and null hypothesis is rejected.
A+Ab #um #!uares
of df
#ig. .%&A a
)egression 6>.4%
65
%.6%A
)esidual
?5.&>
?
.A>
Total
.555
%.4&%
Interpretation" /ur calculated value with E level of significance with 8659 d.f., is 5.%&A. hich is higher than the significant value 5.5. #o our null$hypothesis is rejected and alternative hypothesis is accepted which means that there is strong relationship between factors such as food !uality, service !uality and restaurant environment and customer satisfaction towards fast food restaurant.
Chapter-0 indings 'actor analysis is appropriate and accepted because the value of B
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-ull$hypothesis is rejected and alternative hypothesis is accepted so there is strong relationship between factors such as food !uality, service !uality and restaurant environment and customer satisfaction towards fast food restaurant.
Conclusion There are so many industry sector in our country. Those industry sectors are profitable for doing business. (ll of those industries sector help to develop economy in our country. 'rom those profitable and popular industry sectors, the fast food restaurant industry is one of them. -ot only in our country but also all over the world the restaurants business is most popular and day by day increase its demand. Customer hospitality is getting more and more priority to the fast food restaurants. hat these restaurants needed to know that how they can ensure good hospitality. 2n our initial study, it was found that customers consider the variables like greetings, sitting arrangement, !uality of food, menu variety, employ +ehavior, speed of service, child corner, security, decoration and fair price. (mong these factors$greetings, sitting arrangement and speed of service are highly significant to customers. /ur result in some e"tent similar to the result of previous studies. #peed of the service is one particular variable which is found important to our study and also in the previous studies. There are some notable differences that are found between our study and previous studies. /ur study has revealed that greetings and sitting arrangement are also important for good customer hospitality but previous findings did not have these kinds of results. (nother difference is that !uality of food was found significant in previous studies but it was found insignificant in our study.
Reerences (ndaleeb, #. #., = Conway, C. 8655&9. Customer satisfaction in the restaurant industry3 an e"amination of the transaction$specific model. Mournal of #ervices
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(thanassopoulos, (. 1. 8?849, %%N65?. Bhan, #., = all., e. 865%69. 1eterminants of customer satisfaction in fast food industry. 2nternational Mournal of 9 'actors (ffecting Customers #atisfaction in )estaurants 2ndustry in Pakistan 2nternational )eview of
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