SYNOPSIS OF

WINTER PROJECT REPORT 20223-24

ON

“Savouring Success: A Deep Dive into Customer

Satisfaction in Eatery Outlets" IN KOSHAMBA

SUBMITTED BY: BACHCHHAV SHUBHAM

ROLL NO – 040

TY BBA (SEM – VI)

SPECIALIZATION- MARKETING

NARMADA COLLEGE OF SCIENCE AND

COMMERCE ZADESHWAR, BHARUCH

SUBMITTED TO: Mrs. AKANKSHA

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Table of Contents
1.INTRODUCTION OF THE STUDY 3
2.OBJECTIVES OF THE STUDY 5
3.SCOPE OF THE STUDY 5
4.UTILITY OF THE STUDY 5
5.LIMITATION OF THE STUDY 6
6.RESEARCH METHODOLOGY……………….…6
A.RESEARCH DESIGN……………….…………6
B.POPULATION OF THE STUDY…………...….6
C.TYPE OF THE STUDY………………..……….6
D.SAMPLING PLAN……………………..………6
7.DATA COLLECTION………………………….….6
A.TYPE OF THE DATA………………………….7
B.DATA COLLECTION METHOD…...…………7
C.DATA COLLECTION INSTRUMENTS…..…..7
8.DATACOLLECTION & INTERPRATION…,,….7
9.LITRATURE REVIEW .9
10.BIBLIOGRAPHY……………………….……….13

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 SYNOPSIS
1. INTRODUCTION
Development of science and technology not only impact education sector, but also impact the
economic and cultural sector. The cultural changing is also inevitable. One of the emerging cultural
changing is fast food life style. It does not exist previously in Indonesia, however with the
development of the new era, there has been wide numbers of fast food has been sold in Indonesia. The
phenomenon happening in third world countries including Indonesia lately shows the life style
changing as a result of food industry development manifested in Fast Food restaurants. The young
generations prefers eating, and spend most of their time in Malls, Cafes, and western food or fast food
restaurant such as Bento, McD, Pizza Hut and many others. The condition was supported by modern
trade system. It successfully influences Indonesian to consume even Japanese Food such as Fast Food
Restaurants. The type of food was very popular among Indonesian ranging from all ages because the
taste has been adjusted with Indonesian taste. In order to be able to compete the industry, the company
has to be market oriented. All activities done by the company have to bring satisfaction to the
customer, so the marketing can be considered holding a significant role in supporting the sales
improvement. According to Kotler regarding marketing strategy (2005:22):
“Marketing principle emphasize that the key of a successful organization is to
enable the company to be more effective than the competitor in creating, delivering,
and communicating the value of customer towards the targeted market”
In order for accompany to be able to survive even excellent in the market, the company need
to have the methods used as a guidelines especially in marketing. Marketing strategy is the most
accurate method to increase customer satisfaction. Because when the customer feels satisfied with the
products or services offered by a company, then they will buy the product continuously and become a
loyal customer from the particular company.
When the customer feels they expectation regarding one product/services was fully served
they will also be advertising channel for a company. According to Kotler (2004:114) explained that
customer satisfaction is the level of feeling the customer has after comparing the service/ result they
get and their own expectation. If the service given by the company in line with the customer
expectation that was when the satisfaction happen.
Fast Food Restaurants for instance is the example of fast food industry widely distributed in
Java and Bali. It should have special marketing strategy to make the customer satisfied, so they can
increase the sales and keep surviving the competitions among the similar industry. Customer
satisfaction is important because the key of a business to run is holding by the customer.
There are factors affecting customer satisfaction includes; pricing, service, facility, services,
and product quality (Kotler, 2014: 215). Leliana & Suryandari in Margaretha (2004: 111) explained
that:
“Pricing becomes the most dominant signals in marketing, it was because price places in
every transaction, price also the signal used by the customer in perception process in which price will
impacts customer’s evaluation towards one product”
Pricing is associated with the quality offered to the customer. The suitable price and quality
will make the customer trust the product thus will build brand image of the product among the
customers. Besides pricing the quality of the products, the company services also highly impact the
customer satisfaction. The service quality is the beginning of the customer satisfaction. In evaluating

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the service quality, customers not only see the result of a service but also the process of delivering the
services.
The customer satisfaction towards the service given is an important factor for a running
business. The satisfaction is the level of feeling after comparing the services experienced and the
expectation thus the satisfaction from the customer is obtained after the service is delivered. Customer
generally feel one level of satisfaction, if the service quality is in line with their expectation the
customer will satisfied, while they will feel disappointed the service quality is not in line with their
expectation .
It is in line with the explanation if Tipton (2002:59) “Service quality is the expected excellence
and the control of the level of excellence to fulfil the customer expectation”.
In order to fulfil the customer satisfaction of a company, adequate pricing and service quality
need to be well managed. We can conclude that customer satisfaction can be reflected from the suitable
pricing and good service quality. Customer perception of price and service quality is a total assessment
of the excellence of a product or service.

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  TITLE OF RESEARCH
“Savouring Success: A Deep Dive into Customer Satisfaction in Eatery Outlets"

 OBJECTIVE OF THE STUDY:-

 To analyse customer satisfaction by eatery outlets.

 To examine their service quality and food quality.
 To find their behaviour with customers and about their price and reliability .

 To analyse Eatery outlets three elements – service quality (responsiveness) , price, food quality
(reliability).

 To examine customers experience.

 To examine the consistency quality of food by the questionnaire.

 To find ambiance & atmosphere in restaurant which selected by responders

 Scope of the study

The study of customer satisfaction in restaurants involves gathering feedback and opinions
from customers to evaluate their overall satisfaction with the dining experience. This can
include factors such as food quality, service, ambiance, cleanliness, pricing, location
convenience, and any other aspects that contribute significantly towards customer satisfaction.
The study may be conducted through various methods such as surveys, focus groups or
interviews, online reviews, or social media analysis. The insights gained from such studies can
help restaurants improve their operations to meet customer expectations better, leading to
increased customer loyalty and repeat business.

 Utility of the study:

Quality Food: Bby Restaurant prides itself on serving high-quality food that meets the
expectations of its customers. The restaurant sources fresh ingredients from reputable
suppliers and prepares meals using traditional cooking methods.
Attentive Service: Bby Restaurant has a team of friendly and attentive staff who provide
excellent service to customers throughout their dining experience. The staff ensures that
customers are comfortable and have everything they need during their meal

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Cleanliness: Bby Restaurant maintains high standards of cleanliness in its premises to ensure a
hygienic dining experience for its customers. The restaurant regularly cleans its kitchens,
dining areas, restrooms, and other facilities to maintain cleanliness and prevent the spread of
germs or bacteria.

 Limitation of the study:-

1) The time period for carrying out the research is short.

2) It is not possible to conduct a survey at large level due to lack of time.

3) Between 200 or 500 respondents have been chosen which is limited number, to
represent whole of the population.

4) The bias response will be there in the study.

5) Data Reliability.

6) Lack of professionalism.

7) Influence of External factors.

8) The data is generated through a questionnaire on Internet.

9) Online surveys generally manipulates the answer. One can’t tell exactly what the
respondent wanted by his face expressions.
10) Reliability is not guaranteed. Since it was an online survey we can’t assure about the
fact that it is filled by the same respondent from whom we wanted or by someone else.
11) There may be missing information on some observations.

 Research methodology

Sampling Design :-

• Sampling technique
i. Probability
ii. Non-probability

In this research, non-probability sampling method will be use.

Sample Size:- Between 150- 200 response

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Research Instrument:- Questionnaire

Research Design:-
There are three types of Research Design

1) Exploratory research
2) Descriptive research
3) Casual research

In this research combination of descriptive and casual research design will be use.

Descriptive research will be use for collecting data to describe the current situation, such as
size, customer base, product variety, pricing.

Casual research will be use aims to understand cause-and-effect relationship. To explore how
changes in pricing or promotional strategies affect customer preference.

Data collection :-
Primary Data:

Primary data will be collect directly from respondent with the help of questionnaire & through field
observation.

Secondary Data:

Secondary data will be collect from literature review, government report and databases, industry
reports, company websites, social media and online forums, survey and market research.

 Plan for data analysis:

Data will be analyse and it will be presented in tables and graphs for better representation and
it will be helpful to understand the research.

 Data Analysis and Interpretation

For the purpose all the responses will be shown graphically using pie chart.

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Data will be interpreted through charts and graphs for easy understanding.

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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

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 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.

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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

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 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.

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Bibliography

1. Fast food trend analysis by evaluating factors leading to customer satisfaction, Author: Mahnoor
Farooqui, S Khuram Khan Alwi, Journal of Marketing and consumer research 55, 55-06,
2019.
2. Impact Of Location Decision On Patronage Of Eateries In Ilorin Metropolis, Kara State, Nigeria,
Author: Emmanuel Olaniyi Dun made, Indonesian Journal Of Business And Economics 5
(1), 2022.
3. An investigation into the role of customer service in the choice of eatery of Ashesi University
students, Author: Esi Chrissie Amissah-Arthur.

4. Major attributes affecting guest satisfaction in eating out places in India, Author: Ashish Raina,
Varinder Singh Rana, Arun Kumar Thakur, UGC care journal 40, 2020.
5. Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioural
intentions? Author: Yinghua Liu, Soo Cheong Shawn Jang, International journal of
hospitality management 28 (3), 338-348, 2009.
6. The Influence of Food Quality Attributes on Customers' Choice of Food Service Outlets in Ilorin,
Nigeria. Author: Onabanjo Jamiu Adediran, Taiba Tunay Adebisi. International Journal of
Hospitality & Tourism Systems 14 (2), 2021.
7. influence of institutional DINESERV on customer satisfaction, return intention, and word-of-
mouth. Author: Woo Gon Kim, Christy Yen Nee Ng, Yen-soon Kim. international journal
of hospitality management 28 (1), 10-17, 2009.
8. Dining Experience and Customers’ Satisfaction in Fast Food Industry. Author: Bello Yekinni
Ojo, Braimah-Jafaru Omoh
9. Identifying best practices for customer satisfaction in an Indian restaurant. Author: Manjit Kaur,
Dhammika Silva / Wintec, 2018.
10. Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioural
intentions?. Author: Yinghua Liu, Soo Cheong Shawn Jang.International journal of
hospitality management 28 (3), 338-348, 2009

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