EFFECT OF CUSTOMER SATISFACTION IN EFFECT OF CUSTOMER SATISFACTION IN BURGER KING SEKSYEN 13 SHAH ALAM BURGER KING SEKSYEN 13 SHAH ALAM
ABSTRACT ABSTRACT
Customer satisfaction is one the most common and important aspects in any organization, particularly Customer satisfaction is one the most common and important aspects in any organization, particularly in fast-food industry. Due to market competition and availability of
in fast-food industry. Due to market competition and availability of businesses, an organization needsbusinesses, an organization needs to focus on the degree to which a customer is satisfied with its products and/or services of the to focus on the degree to which a customer is satisfied with its products and/or services of the organization. This research proect is based on the comparative study on customer satisfaction at organization. This research proect is based on the comparative study on customer satisfaction at !urger "ing, #alaysia. The original applications presented through this paper implement the #$%& !urger "ing, #alaysia. The original applications presented through this paper implement the #$%& method, a preference disaggregation model following the principles of ordinal regression analysis. method, a preference disaggregation model following the principles of ordinal regression analysis. These applications concern customer satisfaction surveys and they are selected in such a way so that These applications concern customer satisfaction surveys and they are selected in such a way so that can indicate the contribution of multi criteria analysis to the 'uality evaluation problem. (astly, the can indicate the contribution of multi criteria analysis to the 'uality evaluation problem. (astly, the limitations faced in this study will be addressed and recommendations will be developed to assist limitations faced in this study will be addressed and recommendations will be developed to assist future researchers in managing these limitation.
future researchers in managing these limitation. Key words:
Key words: Customer satisfaction, food 'uality, price, serviceCustomer satisfaction, food 'uality, price, service CHAPTER 1:
CHAPTER 1: INTRODUCTIONINTRODUCTION INTRODUCTION
INTRODUCTION
)ast-food business is one the most common business mostly in developed countries that depicts a )ast-food business is one the most common business mostly in developed countries that depicts a process of delivering foods more 'uickly than other
process of delivering foods more 'uickly than other any other restaurant system any other restaurant system and it takes less timeand it takes less time to prepare the foods as well as ready for eating and/or delivering to the customers *"han, ++. "han to prepare the foods as well as ready for eating and/or delivering to the customers *"han, ++. "han *++ has mentioned that customers are the most important part of any business and they are the *++ has mentioned that customers are the most important part of any business and they are the people who have significant influence and impact on the business, including fast-food business. people who have significant influence and impact on the business, including fast-food business. Customer satisfaction is the personal feelings about foods and services
Customer satisfaction is the personal feelings about foods and services in the fast-food business thatin the fast-food business that has been considering as one the most important aspects within the business.
has been considering as one the most important aspects within the business.
Customer satisfaction is one of the most common and important aspect in recent globalized and Customer satisfaction is one of the most common and important aspect in recent globalized and competitive business environment throughout the international markets. Customer satisfaction is a competitive business environment throughout the international markets. Customer satisfaction is a be
behavhaviouioural ral appapproroach ach of of the the cuscustomtomerers s thathat t cacan n be be dedefinfined ed as as the the levlevel el of of satsatisfisfacactiotion n by by thethe customers after buying and/or consuming a particular product/service from a business. The level of customers after buying and/or consuming a particular product/service from a business. The level of custo
customer mer satissatisfactiofaction n has has been playing significbeen playing significant ant roleroles s to to devedevelop lop orgorganizanizatioational nal polipolicies cies andand obectives as well as business strategies to increase customer satisfaction through providing 'uality obectives as well as business strategies to increase customer satisfaction through providing 'uality pro
products and/oducts and/or r servservices to ices to the customethe customer. )or r. )or eameample, 0ill ple, 0ill et et al. *+1 have al. *+1 have menmentiontioned ed thatthat customer satisfaction is regardi
customer satisfaction is regarding one of the ng one of the most important aspects within a business to focus profitsmost important aspects within a business to focus profits of
of the the bubusinsiness ess ththrourough gh cuscustomtomer er satsatisfisfacactiotion, n, empemployloyee ee sasatistisfacfactiotion n by by virvirtue tue of of cuscustomtomer er satisfaction, returns to shareholder by customer satisfaction, impacts of customer satisfaction on satisfaction, returns to shareholder by customer satisfaction, impacts of customer satisfaction on
"han *++ has noted that the success and failure of fast food industry depends on several key aspects, price of the products, 'uality of products, services to the customers, promotions, customer epectations, brand, physical distribution and location of the store, and taste of the product and other related things. This research proect is based on the comparative analysis of customer satisfaction at !urger "ing, leading fast-food chains in the $" as well as in the international markets. !urger "ing is world2s leading fast-food business throughout the international markets.
Thus, the researcher would like to say that customer satisfaction is becoming an important issue and concern for an organization, particularly for fast-food businesses, !urger "ing. %o, the comparative study of customer satisfaction at and !urger "ing in #alaysia can be considered as time worthy and most effective research proect.
The researcher is self-motivated to carry out such type of research proect. The selection of research topic is based on the importance of academic, organizational and personal point of views. Customer satisfaction within fast food industry is becoming key issue for the success of the business through creating brand loyalty and customer loyalty. The researcher will eplore and analyse eisting theories and practices on customer satisfaction through review of literatures and primary research findings. %o, the comparative study of customer satisfaction !urger "ing has academic importance. The researcher will develop valid recommendations to the case studied organization in accordance with identified issues and concerns from review of literatures and primary research. %o, this research proect has significance from organizational perspective. The research proect is designated in such a way that will improve knowledge and understanding of the business management through analysing customer satisfaction. %o, this research proect has importance from personal view.
CURRENT SITUATION OF THE STUDY
Customer satisfaction is a well-known and established concept in several areas like marketing, consumer research, economic psychology, welfare-economics, and economics. 3ver the past few years there has been a heightened emphasis on service 'uality and customer satisfaction in business and academia alike. %ureshchandar et al, *+4 identified that strong relationships eist between service 'uality and customer satisfaction while emphasizing that these two are conceptually distinct constructs from the customers2 point of view. Due to the fast growing environment the trends are changing continuously and people are trying to follow the western culture rapidly. )ast food has its own impact on life of common people. These circumstances motivated the researcher to study the 5 customer satisfaction about fast food outlets. The researcher is more focus on the service 'uality of the staff, whether they can satisfy customer or not. This research will, in other words find out the epectation and perception of customers about the food 'uality of staff there.
PROBLEM STATEMENT
)ast food has its own impact on life of common people. These circumstances motivated the researcher to study the customer satisfaction in !urger "ing %eksyen 4, %hah &lam. The researcher is more focus on the service 'uality of the staff, whether they can satisfy customer or not. This research will, in other words find out the epectation and perception of customers about the food 'uality and price. !esides that, unfriendly service provided by the staff and employee efficiency level and food 'uality was not as customer epected.
RESEARCH UESTION
6eference to the research obective following research 'uestions are to be addressed by this study. 7e develop the problem statement based on the research 'uestion that is related to our topic which is effect of customer satisfaction in burger king seksyen 4 shah alam. 3ur research 'uestion is8
• 7hat is the level of customer epectation and perception towards service of the staff at fast
food restaurant9
• 7hat are the factors that influence the )ood :uality in !urger "ing and how do these factors
affect the eperience and satisfaction of customers9
• 0ow does the price influence customer dining eperience satisfaction in !urger "ing9
RESEARCH OB!ECTI"E
The purpose of this research is to attempt to solve the problem statement mentioned. The research obectives can be divided into two categories which are the general obective and specific obectives. GENERAL OB!ECTI"E
;eneral obective of a study states what researchers epect to achieve by the study in general terms. <t is possible and advisable to break down a general obective into smaller, logically connected parts. The general obective for this research are8
• To study the effect of customer satisfaction.
SPECIFIC OB!ECTI"E
%pecific obectives should systematically address the various research 'uestions. They should specify what you will do in your study, where and for what purpose. The specific obective for this research are8
• To determine the relationship between food 'uality and customer satisfaction. • To determine the relationship between price and customer satisfaction.
• To determine the relationship between service and customer satisfaction.
SCOPE
3ur research scope is in %hah &lam area. 7e choose %hah &lam area because there are some limitations which are time constraints, budgetary constraints, and measure used to collect the data. There are many private organizations around #alaysia. %o that we has only choose %hah &lam area to avoid time constraints. %econd is budgetary constraints where gathering and processing data can be very epensive such as if we want to gather information of the private organization around #alaysia it will cost higher. (astly is, we choose !urger "ing %hah &lam because there is many complaint from the customer that their service provided and )ood 'uality is as they epect.
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This study is conducted to understand the factors that lead to customer satisfaction towards revisit intention in fast food restaurant. 7ith the rapid growth of fast food industry nowadays, marketers are facing challenges that in studying the factors that might be hindering consumer to revisit their restaurant. Thus, it is important for fast food marketers to foster better understanding and knowledge on factors that actually attract the customers. !y understanding the factors that are affecting customer satisfaction, marketers can plan and develop marketing strategies in order to meet and satisfy the customer epectation. <n addition, after ac'uire the useful knowledge in understanding their target customers, organization are able to gain competitive advantage to compete with their rivalry in the same industry
