Business Statistics

Assignment Cover Sheet

Qualification Module Number and Title

HD in Business Management SRI4156: Statistics for Business

Student Name& No. Assessor

K.P.D Harini Mayuri Wickramarathne Janaka Upendra
Student no. - 40
Hand out date Submission Date

Assessment type Duration/Length of Weighting of Assessment

Assessment Type
Individual Report Equivalent to 4500 words 100%

Learner declaration

I, K.P.D Harini Mayuri Wickramarathne-40 certify that the work submitted for this assignment is my own
and research sources are fully acknowledged.

Marks Awarded
First assessor
IV marks
Agreed grade
Signature of the assessor Date

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FEEDBACK FORM

INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY

Module: SRI4156: Statistics for Business

Student: K.P.D. Harini Mayuri Wickramarathne

Assessor: Mr. Janaka Upendra

Assignment: Individual Report

Strong features of your work:

Areas for improvement:

Marks Awarded:

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Taco Bell
Customer Satisfactory
Survey
International College of Business and Technology

Faculty of Business Management

Second semester
Coursework – Individual report
Prepared by,
K.P.D Harini Mayuri Wickramarathne
Student no. 40
HD/BM Batch 90

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Acknowledgment

Apart from the author’s effort, the accomplishment of this individual report hinge largely on
encouragement and instructions of many other individuals. First, the author would like to
express her sincere gratitude to her business statistics lecturer, Mr. Janaka Upendra for
teaching, advising, guiding, and enhancing our knowledge throughout the lectures and
preparing the individual assignment.

Next, author would like to thank her parents and her sister for giving guidance and for giving
all the needful facilities to make her educational journey effectively. Furthermore, the author
would like to express thanks to ICBT for providing us all the learning facilities to continue our
higher studies without any blockades in this kind of a pandemic situation.

To end, the author would like to thank each and every individual who assisted and facilitated
to make this achievement.

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Executive summary

This report is an outcome of a survey conducted to find out the issues related to customer
satisfaction of the fast-food restaurant “Taco Bell”. “Taco Bell” is a franchise fast-food
restaurant chain based in Mexico and they recently established their outlets in Sri Lanka.

This report initiates by describing the data collecting methods used in accompanying this
survey. In addition, the author has briefly explained the selected population, methods of
sampling, and size of the sample and how those methods have been used to a successful survey
on customer service satisfactory in Taco Bell.

Furthermore, the questionnaire that was used to conduct the survey on customer service
satisfaction, is attached in the report for clarification.

To conclude, a brief examination of the collected data is analyzed to identify the major issues
related to lessening customer service satisfaction and how it will lead to decrease sales of the
restaurant using descriptive statistics methods which were used to.

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Table of Content

Acknowledgment ................................................................................................................................... 4
Executive summary............................................................................................................................... 5
Introduction ........................................................................................................................................... 8
Task 01: Survey Methodology ............................................................................................................. 9
1.1 Types and sources of data .................................................................................................... 9
1.2 Population of the survey and sampling frame .................................................................. 10
1.3 Sampling method ................................................................................................................ 11
Task 02: Questionnaire....................................................................................................................... 12
2.1 Questionnaire justification ....................................................................................................... 16
Task 03: Survey Analysis ................................................................................................................... 20
Section A: Democratic data- Gender, age, Occupied or not, area which the specific
respondent lives. .............................................................................................................................. 20
Section B: Customers interests and conflicts towards Taco bell and other fast-food
restaurants. ...................................................................................................................................... 24
Section C: Taste, quality and customer service of Taco Bell. ..................................................... 29
The significant difference between gender and the healthy level they consider at 4% level of
significance....................................................................................................................................... 36
3.1 Suggestions to overcome the customer dissatisfaction issues ................................................ 37
Conclusion ........................................................................................................................................... 38
References ............................................................................................................................................ 39

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Figures

Figure 1: Taco bell……………………………………………………………………………8

Figure 2: Take Taco Bell’s customer survey to win $500………………………………...15
Figure 3: Customer satisfaction……………………………………………………………16
Figure 4: (% of males and females) Pie chart Source: survey data……………………..20
Figure 5: Age of the respondents Source: survey data…………………………………...21
Figure 6: Employment status of the respondents Source: survey data………………….22
Figure 7: City of the respondents Source: survey data…………………………………..23
Figure 8: Mostly focused factor of the respondents Source: survey data……………….24
Figure 9: Frequency of visiting Taco Bell Source: survey data………………………….25
Figure 10: Health consideration of respondents Source: survey data…………………...26
Figure 11: Respondent’s opinion on new add on Source: survey data………………….27
Figure 12: Frequency of visiting Taco Bell Source: survey data………………………...28
Figure 13: Customer opinions on Taco bell Source: survey data………………………..29
Figure 14: Frequency of visiting Taco Bell Source: survey data………………………...30
Figure 15: Timings of Taco Bell Source: survey data…………………………………….31
Figure 16: Opinion about the seats Source: survey data…………………………………32
Figure 17: Overall hygiene and cleanliness Source: survey data………………………..33
Figure 18: Overall thought on Taco Bell Source: survey data…………………………...34

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Introduction

Taco Bell is a world known fast-food restaurant which was established in 1962 in Downey,
California. Their core food is
Mexican-inspired food with bold
flavors. Taco Bell has 350 franchise
groups operate over 7,000 locations
in the United States, serving over 40
million customers each week.
Internationally, the brand is
expanding, with approximately 500
Figure 2: Taco bell
locations in nearly 30 countries.
Their mission is to “take the pride in making the best Mexican-style fast food by providing
quick, friendly and accurate service” (Taco bell,2020). In Sri Lanka, there is a good demand
for fast foods. Making the customer happier is the main way to have a good profit.

The author will study about why Taco Bell is having a less sales turnover in comparison with
other fast-food restaurants such as McDonalds, Burger king, Pizza hut and KFC. As a world
known fast food restaurant Taco Bell need to build long term customer relationship like the
competitors, because Taco Bell was established recently in Sri Lanka 2017. There first outlet
was opened at Horton Place. Therefore, they need to work more on customer satisfaction to
build a good reputation, loyalty, trust among them.

Internationally, Taco Bell is getting bad reviews from their customers. As an example, the
author has mentioned a review which has been stated. I ordered one each of food items from
menu to see how much ingredients they put. My observation was half or very little amount of
ingredients went into making my order. Why are the portions in the product from the menu 75
% less than advertised (Randall,2021)

This study is mainly about studying the areas which should be improved in customer service
satisfactory.

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Task 01: Survey Methodology

Dissatisfied consumers' complaints offer management with an opportunity to learn about

problems and take necessary corrective action to ensure that errors do not reoccur (KeunChoia,
September 2011).

Survey methodology can be defined as an explanation of “the collection of information from a

sample of individuals through their responses to questions” (Check and Schutt, 2012, p.160).
The author has explained that were used to gather data which are relevant to customer service
satisfactory research. This survey methodology will include areas such as sampling size,
population, types of data and data collection methods. This kind of researches can aid to collect
data, to utilize various methods of instrumentation etc.

According to Kombo, there are two main types of research approaches; quantitative approach
and qualitative approach (Donald Kisilu Kombo, 2006). Quantitative research strategies
include such as questionnaires with numerically rated items. And also, when the survey
research is based on open-ended questionnaire it would be in qualitative research strategies.
Qualitative research approach includes non-numerical data. This report is a combination of
quantitative and qualitative data (Melissa P. Johnston, , 2014).

Quantitative data Qualitative data

Questionnaire surveys Process of observation
Graphical data representation Personal assessments of the information
obtained from the customers.

1.1 Types and sources of data

Both primary and secondary data have been used in this customer satisfaction survey of Taco
Bell. Basically, the main categories of data are primary data and secondary data. According to
Ajayi primary data refers to first hand data gathered by the researcher (Ajayi,2017) such as
interviews, experiments, surveys or censuses. Primary data may not be accurate and will not
fulfil organization’s need. Secondary data are data which are collected earlier for difference
uses.

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Primary data

Primary data collects new information direct from respondents. As primary data the author
have used internet resources(websites), trade journals, annual reports. For this study, the author
has taken data from some journal articles undertaken by different authors.

Secondary data

Secondary data can be known as available and is therefore usually quicker and cheaper than
carrying out primary research (Kaplan, 2019)As secondary data the author have used mainly a
questionary for do a research about customer service satisfaction in Taco Bell.

1.2 Population of the survey and sampling frame

Basically, the population of the study refers to the total number of people in the form of 2021)
a thorough headcount of all the elements the findings of the study seeks to present (Sekaran,
2003). An evidently and undoubtably population certifies that the results and findings applies
the study accurately. Considering this study primarily evaluates the factors that affect the
customer service satisfaction of Taco Bell. The population of this survey are the customers who
visits Taco Bell, nearly more than two billion around the world (Taco Bell, 2020)

Electoral rolls, street directories, telephone directories, and customer lists from services used
by practically all houses, such as water, electricity, sewerage, and so on, can be used as
sampling frames for the general population. Due to limited resources, there is almost always
need a sample respondent for any investigation (Saunders et al. 2007). It is not practical to use
the whole population. Therefore, the term “sample” must pick out from the whole term called
“population”. A sample is a minor set in comparison with the population. The sample size is
this Taco Bell customer service satisfaction is 35 people.

• Age above 18 ago

• Gender based
• Occupation based

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1.3 Sampling method

It is unlikely that the researcher will be able to collect data from all situations in order to answer
the research questions. As a result, a sample must be chosen. The population refers to the
complete set of instances from which the researcher sample is drawn (Anon., 2016,). Picking
the proper sampling method is also an important thing. Sampling method (Etikan, 2017). For
this customer service satisfaction survey, the author has used simple random sampling
method. Simple random sampling method is a random method is used to sample subjects from
the population, using either a random number generator or a random number table, so that each
person left in the population has the same probability of being picked for the sample (Frerichs,
2008). The units to be surveyed are assumed to be in a list, also known as a sampling frame, in
simple random sampling. This list should be numbered sequentially from one to the entire
number of population units. In this survey the sample is 35 respondents.

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Task 02: Questionnaire

This is the questionnaire that the author used to conduct the customer satisfaction survey of
Taco Bell.

Taco Bell
(Customer Satisfactory Survey)

1. What is your gender? *

Male

Female
2. What is your age? *

Under 18

18-24

25-34

34-49

50 and above

3. Are you employed? *

Yes

No

4. What city do you live in? *

Within Colombo

Out of Colombo

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5. What is the most important factor that you focus on when choosing a restaurant to eat fast
food? *

Menu

Customer service

Prices

Location

Nutritional value

6. How frequently do you visit Taco bell? *

Once a year
Once a month

Once a week

Everyday
I have not been to Taco-bell

7. How healthy do you consider Taco Bell to be? *

1 2 3 4 5

8. What would you think Taco Bell should introduce to their menu? *

More nutritional options

More options for adult population (less cholesterol)

More beverages

9. Rate the environment at Taco Bell *

1 2 3 4 5

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10. Tell the Bell *

11. What is your favorite portion from our menu from? *

Tacos

Dips

Burrito

Side dishes

12. Are the timings of Taco Bell convenient? *

Yes
No

13. Were the seats are comfortable in Taco Bell? *

Yes
No

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14.How would you rate the overall hygiene and cleanliness of the restaurant? *

Excellent

Very good

Good

Fair

Poor

15. What is your overall thought on Taco Bell? *

Excellent

Very good

Good

Fair

Poor

Figure 2: Take Taco Bell’s customer survey to win $500

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2.1 Questionnaire justification

This customer service satisfaction survey on Taco Bell is made up of 11 questions including 3
biological and geographical details of the respondent. The 15 questions were separated into
four sections. The four main sections were,

• Section A: Demographic data of the respondents.

• Section B: Customers interests towards Taco bell and other fast-food restaurants.
• Section C: Taste, quality and customer service of Taco Bell.
• Section D: Overall thought and opinions of the customers towards Taco Bell.

Basically, the first section is

about demographic data of
the respondents. Question
number 1 to 4 is included in
the section A. the section B
questions are sensitive
questions such as customer
interests towards Taco bell
and other fast-food
restaurants. The section C,
Figure 3: Customer satisfaction
questions (Q. 10 and Q. 11)
are based on the main factor which is customers opinions about the quality and customer
service. And in the end the author has asked about the overall opinion of the customers of Taco
Bell.

The reason for asking the demographic details of the respondents is to collect average group of
people that led to divide the survey into different clusters and also to identify who is influencing
the Taco Bell the most.

→ Gender- Male
→ Age – 18-24(youth population)

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Section A: Demographic data of the respondents

Q1: What’s your gender?

The author has asked this question to identify who are more influencing the customer service
requirements in a fast-food restaurant.

Q2: What’s your age?

The author has asked this question to know which age capacity has interest more on fast foods
and junk food. Because people's preferences and behaviors change as they age, including an
age question in a survey could be quite valuable.

Q3: Are you employed?

The author has asked this question to get an idea about how many of respondents have the
ability to visit Taco Bell even without an income of their own.

Q4: Which city do you live in?

The author has comprised this query to know how many respondents are living in Colombo
since outlets of Taco Bell are available only in Colombo.

Section B: Customers interests towards Taco bell and other fast-food restaurants.

Q5: What is the most important factor that you focus on when choosing a restaurant to
eat fast food?

This question was asked to take an overall idea about the topmost customer perspectives
towards Taco bell as well as the other fast-food restaurants.

Q6: How frequently do you visit Taco bell?

This was asked to know how often customers visit Taco bell. To know customers, visit more
often to Taco bell as other fast-food restaurants as McDonalds, KFC and burger king.

Q7: How healthy do you consider Taco Bell to be?

The author has asked this question to take an idea about the health consideration when comes
to eating fast food. Are they considering more on their health or more on the taste?

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Q8: What would you think Taco Bell should introduce to their menu?

To know about the customer wants. What they want from Taco Bell to be newly introduced or
added. Most of the respondents wanted some beverages such as beer.

Q9: Rate the environment at Taco Bell

This question was asked to know how customers love the place, atmosphere of Taco bell.

Section C: Taste, quality and customer service of Taco Bell.

The author has opened up a Likert scale question to know about the taste, quality and the
customer service of Taco Bell.

Q10: 10.1- The menu has a good variety of food.

To get an idea about the variety of the food available in Taco bell in customers’ point of view.

10.2 - The food is served hot and fresh.

To know about how customers, think about the food that is been served in Taco bell. Whether
they are fresh or not.

10.3 - The quantity of food is excellent.

To know how customers, think about the quality and the potion in their viewpoint.

10.4 - The taste is aligning with Sri Lankan taste perfectly.

Since Taco bell is a Mexican fast-food restaurant, the author wanted to know whether the taste
is aligning with the Sri Lankan taste.

10.5 - The customer service is excellent.

Meanwhile, this question was asked to take an overall idea about the customer service of Taco
bell, since this is the main area which the author is trying to reflect.

Section D: Overall thought and opinions of the customers towards Taco Bell.

Q11: What is your favorite portion from our menu from?

This question was asked to distinguish about the most loved food from the Taco Bell menu.

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Q12: Are the timings of Taco Bell convenient?

The author has asked this question to get an idea about how customers think about the available
hours of Taco Bell. Especially because Taco Bell is opened between 11am to 11pm.

Q13: Were the seats are comfortable in Taco Bell?

To get an idea about the comfy of the seats. Especially, customers are aware on the comfort of
the seats when comes to a restaurant.

Q14: How would you rate the overall hygiene and cleanliness of the restaurant?

Author has asked this question to know the ratings for the cleanliness and hygiene inside the
restaurant. Particularly, this is about customer service satisfaction.

Q15: What is your overall thought on Taco Bell?

Finally, the author has asked the overall thought on taste, quality, hygiene, cleanliness, comfy
and customer service.

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Task 03: Survey Analysis

In accordance to the respondents which collected from the questionnaire survey, statistical
analysis has made for each and every question to collate the reasons in behind major issues in
customer service dissatisfaction. The author has analyzed each and question section by section
below.

Section A: Democratic data- Gender, age, Occupied or not, area which the specific
respondent lives.
Question 1: Gender

Figure 4: (% of males and females)Pie chart Source: survey data

What is your gender?

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 21 60.0 60.0 60.0
Female 14 40.0 40.0 100.0
Total 35 100.0 100.0

Figure: The above pie chart depicts the gender of the respondents which took part in the
questionnaire survey. As per to this customer service satisfaction survey 60% of the sample are
males. And 40% of them are females.

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Question 2: Age

Figure 5: Age of the respondents Source: survey data

What is your age?

Cumulative
Frequency Percent Valid Percent Percent
Valid Below 18 3 8.6 8.6 8.6
18-24 24 68.6 68.6 77.1
25-34 5 14.3 14.3 91.4
34-49 3 8.6 8.6 100.0
Total 35 100.0 100.0

Source: survey data

Figure: The statics reveals that 68.6% of the respondents are within the age category of 18-24
years, 14.3% of them are within the age category of 25-34 years, and rest of the respondents
are equally distributed within the age category of under 18 and 34-49 years.

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Question 3: Occupied or not

Figure 6: Employment status of the respondents Source: survey data

Are you employed?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 12 34.3 34.3 34.3
No 23 65.7 65.7 100.0
Total 35 100.0 100.0

Figure: The statistics from the questionnaire exposes 65.7% of respondents are unemployed.
And only 34.3% percentage is employed.

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Question 4: About the city they live

Figure 7: City of the respondents Source: survey data

What city do you live in?

Cumulative
Frequency Percent Valid Percent Percent
Valid Within Colombo 26 74.3 74.3 74.3
Out of Colombo 9 25.7 25.7 100.0
Total 35 100.0 100.0

Figure: Consequently, out of 35 respondents 74.3% is living within Colombo. Rest of the
people are living out of Colombo. The percentage of them can be known as 25.7%.

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Section B: Customers interests and conflicts towards Taco bell and other fast-food
restaurants.
Question 5: Factors that you focus when choosing a fast-food restaurant.

Figure 8: Mostly focused factor of the respondents Source: survey data

What is the most important factor that you focus on when choosing a
restaurant to eat fast food?
Cumulative
Frequency Percent Valid Percent Percent
Valid Menu 7 20.0 20.0 20.0
Customer service 11 31.4 31.4 51.4
Prices 9 25.7 25.7 77.1
Location 7 20.0 20.0 97.1
Nutritional value 1 2.9 2.9 100.0
Total 35 100.0 100.0

Figure: The quesionaanre reveals 31.4% of the respondendts are aware about the customer
service of that specific fast-food restaurant when choosing. And 25.7% of respondents are
aware about the privces of the food. 20% of respondendts have equally awared about the menu
and the location where the restaurant is situated. And least number (2.9%) of respondents have
been focused about the nutritional value.

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Question 6: The frequent of visiting Taco-Bell.

Figure 9: Frequency of visiting Taco Bell Source: survey data

How frequently do you visit Taco bell?

Cumulative
Frequency Percent Valid Percent Percent
Valid Once a year 11 31.4 31.4 31.4
Once a month 18 51.4 51.4 82.9
Once a week 2 5.7 5.7 88.6
I have not been to Taco-bell 4 11.4 11.4 100.0
Total 35 100.0 100.0

Figure: 51.4% of respondents are visiting Taco-Bell once a month. And the questionnaire
reveals 31.4% of respondents are visiting Taco-Bell once a year. And as a noteworthy data
11.4% of respondents have not visited Taco Bell at all. And 5.7% of respondents are visiting
Taco Bell once a week.

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Question 7: Health consideration of Taco Bell.

Figure 10: Health consideration of respondents Source: survey data

How healthy do you consider Taco Bell to be?

Cumulative
Frequency Percent Valid Percent Percent
Valid Fair 4 11.4 11.4 11.4
Good 10 28.6 28.6 40.0
Very good 13 37.1 37.1 77.1
Excellent 8 22.9 22.9 100.0
Total 35 100.0 100.0

Figure: The statics of the survey has relieved that 37.1% have consider Taco bell to be healthier
4 out of 5. According to the survey, 28.6% have considered Taco Bell to be healthier 3 out of
5. And also 22.9% of respondents have rated the health level to be 5 out of 5. Least percentage
(11.4%) of respondents have considered the health level to be 2 out of 5.

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Question 8: Add on to the menu of the Taco Bell

Figure 11: Respondent’s opinion on new add on Source: survey data

What would you think Taco Bell should introduce to their menu?
Cumulative
Frequency Percent Valid Percent Percent
Valid More nutritional options 11 31.4 31.4 31.4
More options for adult 15 42.9 42.9 74.3
population (less cholesterol)
More beverages 9 25.7 25.7 100.0
Total 35 100.0 100.0

Figure: In accordance to the above pie chart 42.9% of respondents demand more food options
for adult population such as less cholesterol, less sugar. 31.4% respondents request more
nutritional options. And also, 25.7% respondents are influencing to add more beverages to the
menu.

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Question 9: Environment in the Taco Bell

Figure 12: Frequency of visiting Taco Bell Source: survey data

Rate the environment at Taco Bell

Cumulative
Frequency Percent Valid Percent Percent
Valid Fair 3 8.6 8.6 8.6

Good 13 37.1 37.1 45.7

Very good 13 37.1 37.1 82.9

Excellent 6 17.1 17.1 100.0

Total 35 100.0 100.0

Figure: From the questionnaire survey the environment of the Taco Bell has been rated as
following. Same number (37.1%) of respondents have rated the environment 3 and 4 out of 5.
17.1% number of respondents have rated it as 5 out of 5. 8.6% number of respondents have
rated the environment as 2 out of 5.

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Section C: Taste, quality and customer service of Taco Bell.

Question 10

Figure 13: Customer opinions on Taco bell Source: survey data

Strongly Neither agree;

disagree Disagree nor disagree Agree Strongly agree
Count Count Count Count Count
Tell the Bell [The menu has a 2 0 4 24 5
good variety of food.]
Tell the Bell [The food is 2 0 6 19 8
served hot and fresh.]
Tell the Bell [The quantity of 2 0 9 21 3
food is excellent]
Tell the Bell [The taste is 3 1 10 15 6
aligning with Sri Lankan taste
perfectly.]
Tell the Bell [The customer 2 0 6 14 13
service is excellent.]

Figure: Among all the 35 participants, 24 respondents agreed, 5 are strongly agreed, 4 are
neutral, and 2 respondents have strongly disagreed about the food variety of the Taco Bell’s
menu.

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From this questionnaire survey out of 35 people, 19 respondents have agreed, 8 people strongly
agreed, 6 people are neutral, and 2 people have strongly disagreed about the food which
serving in Taco Bell is hot and fresh.

From the above chart, 19 people have agreed the food quality is excellent. 3 of them are
strongly agreed about the excellency of the food quality. 9 of them are neutral. 2 of the
respondents have strongly disagreed about the quality of the food.

Out of 35 respondents 15 of people have agreed that the taste of the Taco Bell food is aligning
with Sri Lankan taste. 10 respondents are neutral. 6 respondents have strongly agreed about the
taste and 1 respondent have disagreed the alignment of Sri Lankan taste with Taco taste.

As an overall view, 16 respondents have agreed in positive way of customer service. 12 are
strongly agreed, 6 are neutral, and 2 are strongly disagreed about the customer service.

Descriptive statistics for taste, quality and customer service of Taco Bell.

Statistics
Tell the Bell [The
Tell the Bell [The Tell the Bell [The Tell the Bell [The taste is aligning Tell the Bell [The
menu has a good food is served hot quantity of food is with Sri Lankan customer service
variety of food.] and fresh.] excellent] taste perfectly.] is excellent.]
N Valid 35 35 35 35 35
Missing 0 0 0 0 0
Mean 3.86 3.89 3.66 3.57 4.03
Median 4.00 4.00 4.00 4.00 4.00
Mode 4 4 4 4 4
Std. Deviation .879 .963 .873 1.092 1.043
Variance .773 .928 .761 1.193 1.087
Minimum 1 1 1 1 1
Maximum 5 5 5 5 5

This table shows the quality rating of the Taco bell in areas such as taste, food quality and
customer service.

Initially, according to the descriptive analysis for the variety of the food of Taco’s menu done
by the author has revealed, the minimum value that has been given by the respondents are 1
that indicates the respondents haven’t’ agreed with the menu has a good variety. The maximum
value for that is 5. That means respondents have strongly agreed with it. The mean of this data
is 3.86 which specifies that the average rate is in between strongly agreed and disagree.
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In accordance to above table the minimum value about the freshness of the food is 1 and
maximum value is 5. Mean is 3.89. Therefore, we can come into a decision that the
respondents’ average rate is mostly into positive side.

In aligned with the descriptive data, the minimum value for quantity of food is 1 and maximum
value is 5. Mean is 3.66. The respondent’s responses are neutral.

The minimum value for taste alignment with Sri Lankan taste is 1 and maximum value is 5.
Mean is 3.57 that reflects customers are neutral about the taste aligned with Sri Lankan taste.

Finally, for the customer service opinions the minimum value is 1 and the maximum value is
5. Mean for the overall customer service ratings is 4.03. Its more into positive side.

Question 11

Figure 14: Frequency of visiting Taco Bell Source: survey data

What is your favorite portion from our menu from?

Cumulative
Frequency Percent Valid Percent Percent
Valid Tacos 15 42.9 42.9 42.9
Dips 5 14.3 14.3 57.1
Burrito 7 20.0 20.0 77.1
Side dishes 8 22.9 22.9 100.0
Total 35 100.0 100.0

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Figure: The above pie chart shows 15 (42.9%) respondent’s favorite food is Tacos. 8 (22.9%)
respondents like side dishes. 7 respondents (20%) like Burritos. Least number of respondents
5 (14.3%) like dips.

Section D: Overall thought and opinions of the customers towards Taco Bell.

Convenience of open hours

Figure 15: Timings of Taco Bell Source: survey data

Are the timings of Taco Bell convenient?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 29 82.9 82.9 82.9

No 6 17.1 17.1 100.0

Total 35 100.0 100.0

Figure: 82.9% respondents have agreed the timings are convenient in Taco Bell. And also,
17.1% respondents have disagreed with the timings of Taco Bell.

Question 13

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Comfortableness of the seats

Figure 16: Opinion about the seats Source: survey data

Were the seats being comfortable in Taco Bell?

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 29 82.9 82.9 82.9
No 6 17.1 17.1 100.0
Total 35 100.0 100.0

Figure: above bar chart reveals 82.9% respondents have been agreed that the seats are
comfortable in Taco Bell, and the rest (17.1%) have been disagreed about that factor.

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Question 14

Overall hygiene and cleanliness of the restaurant

Figure 17: Overall hygiene and cleanliness Source: survey data

How would you rate the overall hygiene and cleanliness of the
restaurant?
Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 11 31.4 31.4 31.4
Very Good 8 22.9 22.9 54.3
Good 15 42.9 42.9 97.1
Fair 1 2.9 2.9 100.0
Total 35 100.0 100.0

Figure: The cleanliness and hygiene has been rated good as 42.9% out of 35 respondents.
31.4% respondents are rated there is an excellent cleanliness and hygiene environment. 22.9%
of respondents are telling there is a very good condition. 2.9% have stated the condition of the
cleanliness is fair.

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Question 15

Overall thought on Taco bell

Figure 18: Overall thought on Taco Bell Source: survey data

How would you rate the overall hygiene and cleanliness of the
restaurant?

Cumulative
Frequency Percent Valid Percent Percent
Valid Excellent 11 31.4 31.4 31.4

Very Good 8 22.9 22.9 54.3

Good 15 42.9 42.9 97.1

Fair 1 2.9 2.9 100.0

Total 35 100.0 100.0

Figure: according to the above scatter diagram, there is a positive relationship between the
customer service and the overall satisfaction. The dependent variable is the customer service
and the independent variable is the overall satisfaction. If the customer service decreases the
overall satisfaction would be decreased. Subsequently the level of overall satisfaction on the
customer service of the Taco Bell. As the last question of this questionnaire survey, the author

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has asked about the overall thought on Taco Bell. 15 respondents have stated its good, 8 have
stated very good, 11 have stated its excellent. 1 has stated its fair.

The significant difference between gender and the healthy level they consider at 4%
level of significance.

What is your gender? * How healthy do you consider Taco Bell to be?
Crosstabulation
Count
How healthy do you consider Taco Bell to be?
Fair Good Very good Excellent Total
What is your gender? Male 1 6 10 4 21
Female 3 4 3 4 14
Total 4 10 13 8 35
Chi-Square Tests
Asymptotic
Significance (2-
Value df sided)
Pearson Chi-Square 3.926a 3 .270
Likelihood Ratio 4.016 3 .260
Linear-by-Linear Association .520 1 .471
N of Valid Cases 35
a. 5 cells (62.5%) have expected count less than 5. The minimum expected count
is 1.60.

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In accordance to the results which have taken by statistics significance value is 0.270 which is
greater than 0.05. Therefore, there is no enough evidence to reject null hypothesis at 5% of
significant between gender and the health consideration of them.

3.1 Suggestions to overcome the customer dissatisfaction issues

For many service businesses, effectively managing customer dissatisfaction is critical to long-
term stability and profitable growth. It necessitates a strategy that establishes a link between
the sort of problems and consumer dissatisfaction responses, such as exit or voice (Terrence J.
Levesque, September 1996). With the purpose of overcome this major issue, customer service
dissatisfaction of Taco bell due to the main cause of the taste does not aligned with the Sri
Lankan taste, potion size is not aligning with the price and most of the customers are requesting
to add to their menu more beverages such as beer. But they are not willing to serve beer since
Taco bell is a family friendly restaurant. By following below steps Taco bell can be
overwhelmed the above issues.

➢ Especially Taco bell is a Mexican franchise restaurant their taste cannot be aligned with
Sri Lankan tase. Therefore, they can make the food using Sri Lankan spices along with
the permission from the mother company.
➢ The potion should be increased because 11 out of 35 respondents have negative
responses towards the size of the potion.
➢ The major issue is customers are requesting beverages such as beer to be served to
them. But the restaurant cannot supply alcohol since it’s a family friendly restaurant.
As a solution for this, they have started to serve “Californian tan” as an alternative for
this issue. And also, they can add more non-alcoholic beverages to their menu.

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Conclusion

This individual report is mainly focused on identifying the key factors of the main issue faced
by the Taco Bell on customer service satisfaction. The questionnaire survey that have been
conducted by the author has highlighted the major issues of Taco Bell’s management internally
and externally. The reason of the customer dissatisfaction is the taste alignment for the Sri
Lankan taste and the size of the potion is not worthy to the price. The subordinate reason is not
serving alcoholic beverages such as beer.

The author has done descriptive analysis as well as some inferential analysis to find the reasons
behind the customer dissatisfaction. Finally, the author has given some suggestions that can be
helpful to Taco bell to overcome these issues.

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References

• Business statistics lecture notes.

• Anon., 2016,. Sampling Methods in Research Methodology; How to Choose a
Sampling Technique for research. International Journal of Academic Research in
management(IJARM), pp. Page: 18-27.
• Donald Kisilu Kombo, D. L. T., 2006. Nairobi: Paulines Publications Africa, pp.
814-30.
• Etikan, I., 2017. Sampling and Sampling Methods. Biometrics & Biostatistics
International Journal .
• Frerichs, R., 2008. Rapid Surveys, s.l.: s.n.
• Kaplan, 2019. Managing finance in a digital world. Bershire: Kaplan Publishing.
• KeunChoia, Y. (., September 2011. Customer complaints in restaurants: Do they
differ by service stages and loyalty levels?. International Journal of Hospitality
Management, Volume 30(3), pp. Pages 495-502.
• Melissa P. Johnston, P., , 2014. Secondary Data Analysis. Qualitative and
Quantitative Methods in Libraries (QQML) 3:619 –626, 2014, p. 626.
• Taco Bell, 2020. Taco Bell.
• Terrence J. Levesque, G. H. M., September 1996. Customer Dissatisfaction: The
Relationship Between Types of Problems and Customer Response. Canadian journal.
• William Swart, J. H., February 1998. An Integrated Labor-Management System for
Taco Bell.

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