Literature review

1. A fast food restaurant is a growing business and with the time evolving the pattern of
eating habits is changing. Therefore, many people have started opting for fast food
which is an appealing phenomenon for them. This research is conducted to evaluate the
pattern of fast food and the customer satisfaction encompassing various factors. The
analysis of the customer satisfaction encompasses independent variables which leads to
consumer satisfaction and showcases the fast food trend. It is Karachi centric; target
sample is from South Urban Region by the customers. The variables of this study are
Quality of Service, Pricing, Ambiance and Quality of Food which are considered as
independent. Age and Gender are part of Demographics. According to the IBIS World
report on “Industry Market Research Report 2018”, the Global Food Industry has grown
over the period of five years despite the change in factors such as consumer tastes and a
recovering global economy. With the increase in disposable income the spending
increased by the consumers on luxuries such as dinning out. In result of this the fast
food operators started to gain benefits by providing full-service restaurants. The trend of
Five years revealed growth by 3.5% in the Global Fast Food industry by generating
revenue of $668 bn in 2018 (IBISWORLD 2018). Since the trend of five years revealed the
growth in fast food restaurant chains similarly this research has revealed the trend of
fast food restaurant in Karachi Urban South region. McDonalds and KFC are the most
preferred fast food chains because their customers are satisfied with the ambiance,
pricing and quality of food which drives them to opt for the particular restaurant. For
the results generation regression analysis have been applied which revealed significance
of three independent variables and the interferential and descriptive analysis have also
been implied"
2. The eatery business operation in Nigeria is now facing heavy competition simply
because of the growing number of eateries in the country, where restaurants spring up
nearly every week. This spread is not unrelated to the general increase in social and
economic activity and the entrepreneurial tendency of university graduates in the face
of rising unemployment. Despite the alleged acceptance of eateries in Nigeria, however,
consumers are now being selective at these eateries' locations. Thus, this paper
examined impact of location decision on patronage of eateries in Ilorin metropolis. To
this end, cross sectional survey method was adopted, while twenty functional eatery
outlets were purposely selected and 355 customers of the selected eateries were
sampled. Primary data were sourced through questionnaire and the hypotheses tested
using regression analysis with the aid of SPSS (version 22.0). The results indicate that the
R-square value was 0.722 (72.2%) posits that the two independent variables of proximity
of eatery location and convenient accessibility of eatery location contribute to variation
in the dependent variables. The study concluded that eatery location has significant
effect on customer repeating purchases. Thus, management of eatery business must be
strategic in making location policies, which must conform to the needs and preferences
of the customers so as to maximize customer’s patronage as could be seen in increased
sales and marginal profit.
3. Poor customer service has had diverse forms of impact on businesses all around the
world and eateries are no exception. Statements such as “Their food tastes good but
there are just too many flies around” and “The food tastes really good but they always
get my order wrong” are a few of several opinions that customers of Ashesi eateries
have shared concerning their customer service experiences. Research has also proven
that customer service plays a significant role in the choice of eatery of several
individuals. This dissertation therefore investigated whether the fact that customer
service plays a significant role in the choice of eatery of several individuals is true for
Ashesi students and whether a student’s perception of bad or good customer service
quality affects their decision in choosing an eatery. Using the DINESERV model, this
study employed a mixed method approach, using an online survey and semi-structured
interviews and the data was analysed in the form of case studies for the various eateries.
Additionally, a quantitative analysis of the hypothesis using the Chi-Square Test was
conducted to measure the relationship between customer service and choice of eatery
of Ashesi students. The results of the research revealed that there was no statistically
significant relationship between both variables (p-value of 0.882). Conclusively, Food
quality and variety, not Customer Service, play a significant role in the choice of eatery
of Ashesi students and a student’s perception of bad or good customer service quality
may not influence their choice of eatery.
4. Dinning out is a prominent trend in Indian populace today. Visiting places to eat out
once a week is common for families and those residing solitary or independent for
reasons being working far from residential areas or students and couples residing far
from parents observe regular visits to the eating out places. Moreover, restaurants and
other similar places are competent enough to develop a customer centric market.
Proposals like discounting coupons, food festivals, elaborated buffets, home delivery etc.
welcome present day eating out lifestyle with open arms. Thus, customer satisfaction
and customer retention is the prime focus of restaurants and similar eating out places
these days. This paper aims to study the major parameters, which affect the guest
satisfaction for eating out places in India. Various parameters such as location of the
restaurant, availability of parking space, classification of restaurant, prices of the dishes
in menu, availability of cuisines, service quality, physical environment/ambiance of the
restaurant, discounts & offers and popularity of the chef are considered as basis of
measuring which guest satisfaction in the customers of eating out places.
5. This study investigates American customers’ perceptions of Chinese restaurants in the
U.S., using the Importance–Performance Analysis (IPA) approach. This study also
examines which attributes of Chinese restaurants influence American customers’
satisfaction and behavioural intentions. The IPA shows that environmental cleanliness
and attentive service are two important areas where Chinese restaurateurs can make
improvements. In addition, food taste and service reliability appear to be key attributes
for Chinese restaurants’ success. Overall, this study indicates that food quality, service
reliability and environmental cleanliness are three pivotal attributes to create satisfied
customers and positive post-dining behavioural intentions. Chinese restaurant managers
should reasonably allocate their limited resources to restaurant attributes based on their
contributions to customer satisfaction and behavioural intentions.
6. With a plethora of studies that have confirmed that food quality is vital to customer
patronage of food service outlet, attention is lacking on the aspect (attributes) of food
quality and their influence on patronage. This quantitative study designed a research
instrument through an exploration of relevant past studies and experts' opinion and used
the same in data collection. After an empirical validation of the questionnaire through a
pilot study which resulted in a reliability value of 0.869, data were collected from 685
non-randomly selected customers from seven purposely selected food service
establishments in the study area. Findings show that all food quality attributes validated
and examined were exceptionally influential to customers' patronage of food service
outlet. Accordingly, the topmost food quality attributes and their mean scores are food
tastes (x?= 4.66, food appearance (x?= 4.56, texture/mouth feel when eating (x?= 4.53,
portion size/quantity (x?= 4.51 and the presence of certain ingredient (s)(x?= 4.51. of all
customers' demographic characteristics examined, only marital status was significantly
influential to their perception. This study recommends that food production staff should
be trained to be able to deliver all the food quality attributes herein consistently to
realise consistent customer choice of a food service outlet and that similar studies should
be repeated in major cities across Nigeria so that tailor-made outcomes are available for
an individual situation if required.
7. The objectives of the study were to investigate the relative importance of institutional
DINESERV factors (i.e., food quality, atmosphere, service quality, convenience, and price
and value) that affect customer satisfaction in the university dining facilities and to
examine the influence of customer satisfaction on return intention and word-of-mouth
endorsement. A web survey questionnaire was distributed to 4659 students at a public
university in the Midwest from May 10–24 in 2005. Factor analysis, ANOVA, correlation
analysis, and multiple regression analyses were used to analyse the data. The findings
showed that all Institutional DINESERV Dimensions had a significant positive effect on
overall customer satisfaction and revisit intention. Improving customer satisfaction,
which results in increased return intention and positive word-of-mouth endorsement in
university foodservice establishments, will in turn not only strengthen customer loyalty,
but also improve the dining facility's reputation and generate greater revenue.
8. The study explores the relationship between dimensions of dining experience and
customer ‘satisfaction in respect to fast food establishment in Benin. Survey method was
employed for the collection of data, while multiple regression was used for data analysis.
The results reveal a positive and significant relationship between the four dimensions of
dining experience and customer‘s satisfaction in respect to fast food establishment in
Benin. Based on these findings, the researchers suggest that the management of fast
food establishment in in Benin should focus on the provisions of flavoured food,
emphasizes on quality food presentation, ensures food variety that is tasty, fresh, and in
acceptable temperature among others to impact on the dinning satisfaction of their
customers. Also, the management should ensure that physical appearances of their
restaurant are attractive, including the appearances of their staff. Again, the
management should ensure that they deliver on the promised services to customers
dependably and accurately. Staff should ensure that they provide prompt service and
willing to help customers with sense of caring, individualized attention. Furthermore,
fast food business service providers need to remain conscious of the positive
implications of convenience for customer value and loyalty. This study contributes to the
body of knowledge as it proposed and validates―Dining Experience and Customer‘s
Satisfaction (DINEX-COSAT)‖ model capable of explaining predictors of dining experience
in respect to customer‘s satisfaction in fast food establishment in Benin City.
9. Customer satisfaction is a theoretical idea that involves various factors such as the
quality of the product, the quality of the service provided, the atmosphere of the
location where the customer purchased product or service, as well as the price of the
product or service. In other words, customer satisfaction is a measurement that helps us
to know about the expectation of the customers. Therefore, it is not easy to measure
the actual level of customer satisfaction. The aim of the study is to find the significant
reasons for customer satisfaction and dissatisfaction in Mithai Wala restaurant. The
Mithai Wala restaurant is in Frankton, Hamilton, and this restaurant is a part of Mithai
Investment Limited Company that is located in Auckland. The store in Auckland provides
the stock for the restaurant in Hamilton. The company was incorporated on 12 March
2015 and registered on 27 June 2016. This study examines the internal and external
analysis of the restaurant. In this report, the researcher has analysed different factors
that have significant impact on customer satisfaction, such as, the quality of product and
service, customer satisfaction strategies, and competitive advantages. These factors
show how to add value at a low price, reveal marketing channels, provide skill
advantages, are socially sound, and indicate the competitive location of the restaurant
as well as showing value for money. A competitive analysis has also been completed as
part of this report. Quantitative research methodology was used for the research to
measure the satisfaction level by undertaking a survey. A questionnaire consisting of 13
questions was distributed. The research result was analysed through pie charts and bar
graphs. According to the result, most of the customers were highly satisfied with the
price, location, taste of the food and customer service of the restaurant. After analysing
the result, the researcher discussed the whole research report and drew conclusions. At
the end of the report, the researcher provides some recommendations on the basis of
the conclusion to increase the level of customer satisfaction in order to promote
expansion and growth of the business.
10. This study investigates American customers’ perceptions of Chinese restaurants in the
U.S., using the Importance–Performance Analysis (IPA) approach. This study also
examines which attributes of Chinese restaurants influence American customers’
satisfaction and behavioural intentions. The IPA shows that environmental cleanliness
and attentive service are two important areas where Chinese restaurateurs can make
improvements. In addition, food taste and service reliability appear to be key attributes
for Chinese restaurants’ success. Overall, this study indicates that food quality, service
reliability and environmental cleanliness are three pivotal attributes to create satisfied
customers and positive post-dining behavioural intentions. Chinese restaurant managers
should reasonably allocate their limited resources to restaurant attributes based on their
contributions to customer satisfaction and behavioural intentions.
Bibliography

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Author: Mahnoor Farooqui, S Khuram Khan Alwi

Journal of Marketing and consumer research 55, 55-06, 2019.

 Impact Of Location Decision On Patronage Of Eateries In Ilorin Metropolis, Kara State,

Nigeria

Author: Emmanuel Olaniyi Dunmade

Indonesian Journal Of Business And Economics 5 (1), 2022.

 An investigation into the role of customer service in the choice of eatery of Ashesi
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Author: Esi Chrissie Amissah-Arthur.

 Major attributes affecting guest satisfaction in eating out places in India

Author: Ashish Raina, Varinder Singh Rana, Arun Kumar Thakur

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Author: Onabanjo Jamiu Adediran, Taiba Tunay Adebisi

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Author: Yinghua Liu, Soo Cheong Shawn Jang

International journal of hospitality management 28 (3), 338-348, 2009