Name : Pria Rizky Pratama

Class : 7B Pagi Bahasa Inggris

LITERATURE REVIEW STAGE

Choose a topic to be reviewed

The reviewer 's first task in compiling a literature review is to choose a topic. Often times
choosing a topic is difficult to do because reviewers lack knowledge of the chosen topic. For
this reason, reviewers need to add knowledge of the topic to be selected and identify the topic
and can consult with experts / experts related to the selected topic.

Do the tasks

Give 3 examples of topics that you choose!

Theoritical Framework =Customer satisfaction

Thomassen (2003, p. 69) defines customer satisfaction as “the perception of the customer as a
result of consciously or unconsciously comparing their experiences with their expectations.”
Kotler & Keller (2008, p. 80) build on this definition, stating that customer satisfaction is
determined by “the degree to which someone is happy or disappointed with the observed
performance of a product in relation to his or her expectations.” Performance that is below
expectations leads to a dissatisfied customer, while performance that satisfies expectations
produces satisfied customers. Expectations being exceeded leads to a “very satisfied or even
pleasantly surprised customer” (Kotler & Keller, 2003, p. 80).

The definition of Zeithaml and Bitner (2003, p. 86) is slightly different from that of
Thomassen: “Satisfaction is the consumer fulfillment response. It is a judgement that a
product or service feature, or the product of service itself, provides a pleasurable level of
consumption-related fulfillment.” Zeithaml and Bitner’s emphasis is thus on obtaining a
certain satisfaction in relation to purchasing.

Thomassen’s definition is the most relevant to the aims of this study, given the emphasis it
places on unconscious perception. Although Zeithaml and Bitner, like Thomassen, say that
customer satisfaction is a reaction to the experience gained, there is no distinction between
conscious and unconscious comparisons in their definition. Company X claims in its mission
statement that it wants to sell not only a product, but also a feeling; as a result, unconscious
comparison will play an important role in the satisfaction of its customers. Thomassen’s
definition is therefore more relevant to the current study
Conceptual Framework = I am interested to know what affects the satisfaction of our
customers. My goal is to be able to know what specific parts of our business can influence
our customers’ experience.

The research question I can formulate is “What affects customer’s satisfaction of Burger
King?

I read up on different publications related to food establishments, specifically burger joints,

and customer satisfaction. From here, I can already have an idea of the variables I can
pinpoint from those publications that have been proven to affect customer satisfaction.

With all the books, scholarly articles, and researches I have gone through, it can be
determined that there are 3 main variables, namely: food taste, speed of service, and staff
performance. Customers are very much concerned with the taste of the product. The amount
of time it takes to serve them also affects how pleased or displeased they are. Lastly,
theperformance of the staff that serves also affects their experience.

I was able to determine that the 3 variables: food taste, speed of service, and staff
performance, are determining factors of customer satisfaction.

The Hypothesis = If I eat more vegetables, then I will lose weight faster.