This research will involve empirical and primary research, which involves collecting original data directly from primary sources and carrying out an analysis of them. This is intended to address a specific topic. There are various topics that can fulfill specific outcomes, chosen according to the appropriateness in terms of size of data, complexity, desired outcome and interests of the researcher. Some of the topics identified for this research project include:
- The impact of customer service on the customer experience at Tesco Plc.
- An effective delivery system in retail companies leads to customer satisfaction
- The use of technology in restaurants leads to effective surface delivery
- Effective communication at Intercontinental Hotels Group has led to effective customer services
- Poor customer relations has resulted in low levels of customer loyalty at the Laughing Buddha Restaurant
- Poor service quality at the Laughing Buddha Restaurant has resulted in low levels of customer satisfaction
Topic 6 was chosen for the research project because it is specific, offers solution to a problem, and involves a small organisation. This makes the research project manageable and produces objective results. This topic also requires an appropriate empirical and primary research which is the primary focus of the final research project. There is also enough information about the hotel and it is easy to get respondents as sources of information. The topic is also of great interest to me as a researcher because I am interested in finding solutions to poor service delivery in hotels in restaurants.
A hypothesis is the supposition made as a basis for reasoning, a start for investigative research and a reference to truth. This research project will be carried out to prove a number of hypotheses. There are two types of hypotheses. A null hypothesis (H0) is a counter supposition which indicates that the observation made in the real hypothesis (H1) is wrong. In this research project the researcher will focus on the following hypotheses:
H1 – Poor service quality in restaurants leads to low levels of customer satisfaction
H0 – Poor service quality in restaurants does not affect the level of customer satisfaction
Research questions are the questions that the research project seeks to answer. They include the following:
- Does service quality lead to low level of customer satisfaction?
- What are the specific aspects of service quality that affect customer satisfaction?
- What are the expectations and perceptions of customers regarding various dimensions of service quality in a hotel?
- How can hotel managers improve customer satisfaction in terms of service quality?
Statement of Objectives
The main objective of this research project is to the effect of poor service quality in customer satisfaction of a restaurant. The research focuses on how service quality affects perceptions and expectations of customers regarding service quality in the Laughing Buddha Restaurant in order to identify any gap that may result in low customer satisfaction. The research also seeks to find out the major aspects of service quality that have caused low customer satisfaction in the restaurant including reliability, tangibles, empathy, responsiveness and assurance. It then attempts to establish mechanisms through which the restaurant may improve its service quality and the dimensions of service quality that should be prioritized in order to increase customer satisfaction in the restaurant.
Background to the issues
The research focuses of poor customer satisfaction that is evident in the Laughing Buddha Restaurant and attempts to link it to service quality. On 7th March 2014, the Laughing Buddha lost approximately £1,200 after 43 customers walked out of the restaurant without paying after the customers complained about the quality of food and customer service (Glanfield, 2014). When the employees complained, the owner Jin Cheng told them to leave if they did not want to pay. This illustrates that the restaurant had poor customer service including poor quality of food, lack of courtesy, long waiting time poor dining experience, poor delivery service, and other aspects of customer service.
Outline of Methodology
This research uses questionnaires and observation to collect data. Past and present customers of Buddha restaurant will be identified and handed a survey questionnaire to answer questions regarding their expectation of customer service quality when entering hotels, and their perception of the service quality they actually receive in the restaurant. The questions asked will cover the five dimensions of service quality: reliability, assurance, tangibles, empathy, and responsiveness. The questions require two answers: either yes or no which are then coded as 1 and 0 respectively for easy recording. The target population of the research is the customers of the Laughing Buddha Restaurant in Maidstone, Kent, United Kingom. A sample of 67 past and present customers of the Laughing Buddha Restaurant will be identified. The customers will be sampled using a random sampling method which considers the selection of participants in a random manner so that each member of the target population has an equal opportunity of being selected for participation in the research. Observations of operations and facilities within the Laughing Buddha Restaurant Maidstone are also carried out. The observations occur twice to ensure that all behaviours of customers and employees are observed. Ethical issues such as confidentiality, privacy and respect will also be taken into consideration when conducting the research.
Structure of Proposed Chapters
- Introduction – includes statement of the problem, objectives, and background of the study
- Literature Review – review of theories and past studies
- Data Collection
- Ethical Consideration
- Results, Analysis And Discussion
- Suggestions For Future Studies
- List of References
Period of Time
The study will be carried out between March 2015 and May 2015 as shown in the schedule table below:
|March 15-April 15||Data Collection from field and Observation|
|April 16-April 20||Data Analysis|
|April 21-April 28||Data Presentation|
|April 28-May 3||First Draft Write-up|
|May 4 – May 7||Second Draft Write up|
|May 8-May 11||Final Draft|
List of References to be used
Ali, F., Hussain, K. and Ragavan, N.A. (2014). Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. Social and Behavioral Sciences, 144, 273–279.
Ariffin, H.F., Abdullah, R.B.S. and Bibon, M.F. (2012). Assessing Service Quality: Prayers’ Perspective. Social and Behavioral Sciences, 36, 51 –519.
Glanfield, E. (2014). Why the owner of the Laughing Buddha isn’t laughing any more: every diner walks out of restaurant complaining of bad service (leaving him down £1,200). Daily Mail, Accessed May10, 2015 from http://www.dailymail.co.uk/news/article-2575587/Why-owner-laughing-Buddha-isnt-laughing-diner-walks-restaurant-complaining-bad-service-leaving-1-200.html.
Jusoh, A., Zakuan, N., Ariffa, B.M.S. and Hayat, M. (2012). Determining the Effects of Mobile Broadband Counter Service as Moderator Variable to the Relationship between Service Quality and Customer Satisfaction. Social and Behavioral Sciences, 40, 264–268.
Khan, M.M. and Fasih, M. (2014). Impact of Service Quality on Customer Satisfaction and Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce and Social Sciences, 8(2), 331-354.
Markovic, S. and Raspor, S. (2010). Measuring Perceived Service Quality Using servqual: A Case Study of the Croatian Hotel Industry. Management, 5(3), 195–209.
Segoro, W. (2013). The Influence of Perceived Service Quality, Mooring Factor, and Relationship Quality on Customer Satisfaction and Loyalty. Social and Behavioral Sciences, 81, 306–310
The Laughing Buddha (2015). Special Offer. Accessed May 10, 2015 from http://www.laughingbuddhamaidstone.co.uk/
Voon, B.H. (2012. Role of Service Environment for Restaurants: The Youth Customers’ Perspective. Social and Behavioral Sciences, 38, 388–395.