The first section was demographic section to record respondents’ personal detail and the next three sections, each of them consisted of five questions to address each research questions which were: 1)Does service quality influences customer satisfaction?; 2)Does food quality influence customer satisfaction?; 3)How customer satisfaction impact on customer loyalty?Estimated Reading Time: 14 mins research was set to examine the customer’s satisfaction level with the service provided by the company. This study will help the company to improve its service quality for better cus-tomer satisfaction. It may be a good example of what can be improved not only for the Company X, but also for the companies which are fully or partly targeted Jul 29, · QFD also differs from recently introduced service quality and customer satisfaction research paradigms such as SERVQUAL (Naik et al, ) in that it provides structured guidelines for re-designing services as well as developing new products, rather than simply describing or measuring service quality and customer satisfaction
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Download Free DOCX, research paper on customer satisfaction. Download Free PDF. Customer Satisfaction Influence towards Customer Loyalty: Evidence from Fast Food Restaurants in Malaysia. Zyo re. Download PDF Download Full PDF Package This paper.
A short summary of this paper. Quantitative method was applied in the study and questionnaires was used as an instrument to collect the data. Questionnaires were sent out only to 25 undergraduate students in Universiti Sains Malaysia USM then the responses was analysed through statistical calculation.
The resultS of the study revealed that service quality and food quality do influence customer satisfaction and could increase customer satisfaction. i TABLE OF CONTENTS Malaysia fast food industry had been developing significantly. Fast food industry has become one of the most lucrative industry with revenue of billions Ringgit Malaysia.
Not to mention, current customers behaviour that have become more demanding in consequence of information regarding the industry which is easy to acquire. As a measure to anticipate current market condition, many fast food companies now are focusing on improving their marketing strategies with purpose to maximize their market share of customers.
According to Machleit and Mantelthe core principle of marketing is laid on fulfilment of customer needs and wants, in other words, customer satisfaction. Thus, firms must have the capability to satisfy customers, especially in research paper on customer satisfaction industry that provide intangible value like fast food industry.
However, satisfying customer in fact still remain as biggest challenge for firms to achieve considering how customer needs and wants are changing all the time. Nevertheless, once firms succeed in achieving customer satisfaction, firms will be endowed with great benefit. As a result of loyalty, customers will reward firms with numerous advantages such as higher price tolerance, mouth—to-mouth marketing, and research paper on customer satisfaction intention to purchase Reichheld, In conclusion, it is essential for firms to adapt customer satisfaction concept in achieving customer loyalty.
Therefore, the primary focus of this study is examining two factors influencing customer satisfaction service quality, food quality in correlation with customer loyalty measured by re-purchase intention, price tolerance, distance tolerance, provision of good recommendation and service recovery opportunity in the context of undergraduate students in a Malaysian Public University.
In fact, achieving customer satisfaction still remain as biggest issue for majority of firms in Malaysia fast food industry.
Customer satisfaction issue become serious due to the fact of the possibility of customer satisfaction could lead to customer loyalty and become significant determining factor of sustainability and profitability of business while the factors influencing it are still vague. Research paper on customer satisfaction dynamic nature of customer needs and wants necessitate firms in industry to be responsive in order to identify key points to satisfy their customer.
Therefore, Warraich, Ahmad and Qureshi have suggested that a study on the attributes of customer satisfaction will be able to indicate what strategy a marketer should select to raise the probability that customers will revisit restaurants. Thus, for these reason this study will be undertaken to identify factors influencing customers satisfaction and how it associate with customer loyalty.
Current situation of the market enforce firms to identify, anticipate, and satisfy customers to maximize profit. Thus, it is hoped the result of this study will be able to provide useful information for marketers in Malaysia fast food industry and allow them to identify what aspect of the service that can be improved in order to deliver better service value to their customer also enhance customer satisfaction. Also as reference, for further research that want to investigate and deepen the understanding of relationship between customer satisfaction and loyalty in fast food industry.
The unit of analysis of this study consist of individuals in undergraduate program of Universiti Sains Malaysia. This study has several limitations i, research paper on customer satisfaction. time, finance, and resources.
Consequently, the research only cover two factors service quality and food quality and the respondents are limited only up to 25 persons. Originally, majority of Malaysian people prefer Malaysian traditional food to fast food. After several adjustment, research paper on customer satisfaction, only then fast food could be accepted by Malaysian customers. Metropolitan civilization and busy lifestyle create a pattern where majority of customers demand fast and easy meals to save time Mark, Hence, the popularity of fast food is significantly increasing.
As a result of the popularity of fast food in Malaysia, research paper on customer satisfaction, competition in industry is becoming tighter and more competitive. Service quality will be perceived after the customers encountered the service. Oliver states that service quality is a trigger to customer satisfaction because it is measured in transactional level and results in attitude which is satisfaction or dissatisfaction. In conclusion, there is causal relationship between service quality and customer satisfaction.
The cleanliness of physical surrounding such as tables, floor, utensils, restrooms, etc. is important when it comes to attract new customers and retain current customers since physical surrounding is the first thing that customers see when visiting restaurants. Another factors that as important as cleanliness of physical surrounding is service encounter.
Displaying good emotion such as friendliness and politeness is important in service encounter process. Then, it will lead to the increase of the probability of customers would revisit restaurants, research paper on customer satisfaction. Displaying good emotion may also reinforce customer behaviour indirectly through other means Bandura, For example, a customers may revisit a restaurant after hearing good review of service encounter of the restaurant after reading that its employees are friendly, or polite.
Beside friendliness and politeness, research paper on customer satisfaction knowledge of menu possessed by employees is also essential in service encounter.
In effect, improper purchasing decision will result in customer dissatisfaction. Meanwhile, by having employees possess good knowledge of menu could reduce the probability of customers confusion problem would appear. Employees would be able to research paper on customer satisfaction explanation regarding the menu and guide customers in choosing the right menu suitable to their preferences, research paper on customer satisfaction.
Intradiem Responsiveness is another factor that contribute to service quality. For instance, when a customer have request or complaint, an employee with good response will try to fulfil the request accommodate the complaint promptly. In food service research paper on customer satisfaction, customer satisfaction comprise two dimensions which are intangible and tangible. If service quality has covered intangible dimension then food quality is the one that would cover tangible dimension.
In definition, research paper on customer satisfaction, food quality refers to standard of food that acceptable for customers. Food quality comprises several characteristics which made up the standard, such as food safety, taste, colour, size, research paper on customer satisfaction, etc. Ferree, The first characteristic is food safety, it refers to the requirements and methods that maintain the quality of food to prevent contamination and food-borne illness U, research paper on customer satisfaction.
Department of Health and Human Services. Unlike, eating at home, when customers eat in restaurants they have to rely on restaurants to handle food safety issue. One food safety error could lead to food poisoning and affect a lot of customers.
Therefore, it is important for restaurants to pay attention to their food safety. According to Knightfood safety is significantly important for restaurants as being involved in food poisoning problem could create negative image for restaurants, loss of customers and customers trust, also public health compliance and legal fees. In fact, many foods are consumed by customer solely for their pleasure value. Sensory experience that taste create will lead customers to the decision on whether or not they like the food Clark, Portion refers to the size of food that being served to the customers while presentation refers to aesthetical appearance of food.
Although, these factors are as not as important previous two factors but it is still necessary to pay attention to them, research paper on customer satisfaction.
Customer satisfaction is often being linked to customer loyalty, where customer satisfaction is considered as the main trigger of customer loyalty. In addition, Reichheld suggests that as a result of loyalty, customers will reward firms with numerous advantages such as higher price tolerance, mouth—to-mouth marketing, and higher intention to purchase.
While a population refers to a collection of individuals or objects where the samples are drawn from. And sampling refers to the technique or method to determine the appropriate sample. The stratified sampling technique was adopted in this study.
The research paper on customer satisfaction for this study consists of 25 individuals who were taken from research paper on customer satisfaction of undergraduate students in Universiti Sains Malaysia who already experienced fast food. The samples comprise 17 females and 8 males with age range between years old. Majority of the samples are Malay and Chinese who have Malaysia nationality while the rest are Malaysian India followed research paper on customer satisfaction international students from Brunei and Indonesia.
They come from different field of study such as Management, Science, Education, and Communication. The current study applied quantitative research methodology to collect primary data. According to Zikmundquantitative research is research that answer its research questions through calculation on measurable data and analysis approaches. Therefore, this study was done by collecting measurable data and analysing the collected data.
The statistical calculation to analyse the data was done by using Microsoft Excel The secondary data to support primary data was collected from articles and journals. Questionnaire consists of series of questions in which the respondents record their answers Sekaran, Questionnaires were designed with Likert Scale where the respondents choose one option from five options range from strongly agree to strongly disagree.
The questionnaires were distributed personally by research paper on customer satisfaction author direct to the respondents. However, the results also showed that less than half of respondents agreed customer satisfaction will result in five attitudes of loyal customers. The statistical calculation was done by using Microsoft Excel and the results of the each questions are illustrated and described below.
Figure 1. The vertical axis shows the percentage of each response whether respondents were agree, neutral, or disagree and the horizontal axis represents five variables of service quality. From the figure, it can be seen in general that high percentage of respondents agree that each variables of service quality influence customer satisfaction in positive way.
Customer Satisfaction - Business management Level 5
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The research model is tested by three hypotheses via regression analyses. According to the research results, customer services which comprise 8 factors can explain % of variance in customer satisfaction, % of variance in customer loyalty and also customer satisfaction can explain % of variance in customer loyalty Jul 29, · QFD also differs from recently introduced service quality and customer satisfaction research paradigms such as SERVQUAL (Naik et al, ) in that it provides structured guidelines for re-designing services as well as developing new products, rather than simply describing or measuring service quality and customer satisfaction Based on the results of the data analyses, we concluded that assurance and reliability have major effects on customer satisfaction. The results also show that there is a positive and strong relationship between service quality and customer satisfaction and between customer satisfaction and customer loyalty
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