WAC Final Report - Group 1.doc

7/25/2019 WAC Final Report - Group 1.doc

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Written Analysis and Communication

Group Assignment No. 1

Business Report on

“Customer Satisfaction Study with reference to services

offered by HONEST chain in Ahmedabad”

Submitted by:-

rou! No"# $

1. Harsh Asthana (13112!

2. "amesh #oshi (13112$!

3. %riya &i'ari (13112!

. Sona) Gi)it'a)a (1311*!

Section# A

+BA ,& (213-21!

/nstitute o0 +anagement Nirma niersity

4ate o0 Submission: 2*th 4e5. 213

or 600i5e se:

Grade



AC%NOW&E'E(ENT

&his resear5h paper has be5ome possib)e 'ith the he)p and support o0 eeryone in5)uding: parents

tea5hers 0ami)y and 0riends. 7spe5ia))y 'e dedi5ate our a58no')edgment o0 gratitude to'ard the

0o))o'ing signi0i5ant adisors and 5ontributors:

irst and 0oremost 'e 'ou)d )i8e to than8 4r. A.9. Brahmbhat 0or his en5ouragement and support.

He 8ind)y he)ped us 'ith the topi5 and uestionnaire design and o00ered ina)uab)e detai)ed adi5es

on di00erent parameters and 5riteria 0or the resear5h.

Se5ond 'e 'ou)d )i8e to than8 4r. Sunita Guru 0or her he)p in tea5hing us the methods o0 ana)ysis

o0 the data.

&hird 'e 'ou)d )i8e to than8 %ro0. Reena Shah 0or proiding a)uab)e adises 0or the tit)e 0ormat

and the report 0ormat and other pro0essors 'ho hae taught us importan5e o0 resear5h and in our

masters.

ourth)y 'e than8 +r. Rai Agra'a) the o'ner o0 Honest 5hain in Ahmedabad. He a))o'ed us to

ta8e the surey o0 the di00erent 5hains o0 Honest 'hi5h he)p us to 5o))e5t the re)eant data 0or the

restaurant.

ina))y 'e sin5ere)y than8 our parents 0ami)y and 0riends 'ho proided the adi5e. &his resear5h paper 'ou)d not hae been possib)e 'ithout them.



A)ST*ACT

+ur!ose: &o determine 5ustomer satis0a5tion 'ith respe5t to seri5es o00ered by Honest 0ood 5hain

in Ahmedabad.

'esi,n-(ethodolo,y-A!!roach : &he resear5h method used is des5riptie;surey resear5h. Astru5tured uestionnaire 'as emp)oyed to gather the data and test the mode). Samp)e ino)ed

5ustomers dining in the t'o out)ets o0 Honest one in <astrapur and another in Boda8de. 9hi-

suare test Anoa 9o-re)ation and Regression ana)ysis 'as used to test the mode).

.indin,s: reuen5y distribution o0 age indi5ated that ma=imum isitors at Honest out)et 5omprises

o0 5ustomers be)onging to age group 1$-2 yrs. 6ut o0 those the ma=imum ratio 'as o0 ma)es 'ho

'ere be)onging to the non-in5ome group. &he resear5h a)so he)ped in 0inding that the taste o0 0ood

ambien5e order de)iery time and pri5e do p)ay important ro)es 0or 5ustomer satis0a5tion. /t 'as

a)so in0erred that no re)ation e=ist bet'een oera)) e=perien5e and order time.

*esearch limitations-im!lications: &he surey 'as done on)y at t'o o0 the out)ets o0 Honest in

Ahmedabad so it 5annot be genera)i>ed. &he samp)e o0 respondents is too sma)) to 5ome to any

5on5)usion 0or the study in genera).

+ractical /m!lications: &he 0indings 'i)) he)p the managers o0 Honest 5hain to e00i5ient)y uti)i>etheir resour5es to 5reate a better 5ustomer e=perien5e. 9ru5ia) attributes )i8e taste o0 0ood

ambien5e order de)iery time and pri5e 5an be improed upon to get a 5ompetitie edge oer the

other restaurants in this segment.

Ori,inality: n)i8e the preious studies this study )in8s the seri5e ua)ity attributes )i8e taste o0

0ood ambien5e order de)iery time and pri5e and )in8s it 'ith demographi5 attributes )i8e age

gender and in5ome )ee)s. &his study is spe5i0i5 to the /ndian 5onte=t and 5an be use0u) in resear5h

0or other 0ast 0ood restaurants in /ndia.

%eywords: restaurants 5ustomer ua)ity 5ustomer satis0a5tion brand 8no')edge per5eied

ua)ity a)ue 0or money seri5e attributes seri5e ua)ity mode) taste o0 0ood ambien5e order

de)iery time and pri5e.

+a!er ty!e: Resear5h paper



TA)&E O. CONTENTS

S" No" +articulars +a,e No"

$" /NT*O'0CT/ON $

1" &/TE*AT0*E *E2/EW 3

3" O)4ECT/2ES AN' H5+OTHES/S 6

7" *ESEA*CH (ETHO'O&O5 8

9" *ES0&TS $:

;" '/SC0SS/ON AN' CONC&0S/ONS $8

<" *E.E*ENCES 1:

6" )/)&/O*A+H5 1$

8" A++EN'/CES 11



&/ST O. TA)&ES


$" Table# $=a> $:

1" Table# $=b> $:

3" Table# $=c> $:

7" Table# 1 $3

9" Table# 3 $7

;" Table# 7=a> $7

<" Table# 7=b> $7

6" Table# 9=a> $9

8" Table# 9=b> $9

$:" Table# ;=a> $;

$$" Table# ;=c> $;

$1" Table# ;=e> $<



&/ST O. ./0*ES


$" .i,ure# $=d> $$

1" .i,ure# ;=b> $;

3" .i,ure# ;=d> $<

7" .i,ure# ;=f> $6



&/ST O. 2A*/A)&ES

Serial No# 2ariables name

$" Name

1" Age

3" Gender

7" Marital_status

9" Monthly_income

;" Visit_freq

<" Purpose

6" Food_served

8" Menu_items

$:" Food_quality

$$" Order_service

$1" Restau_Ambience

$3" Food_order

$7" mployees_patient

$9" Avail_sauce_nap!ins

$;" Menu_board

$<" mployees_spea!

$6" mployees_friendly

$8" Value_for_money

1:" Prices_competitive

1$" Food_type

11" "ueue_time

13" Restaurant_clean

17" #utlery_clean

19" Portion_si$e

1;" Par!ing_space



1<" %ait_time

16" Overall_e&prnce

18" Recommend

3:" Parameter_imp

3$" '(itch



Page *of

+,

/NT*O'0CT/ON

)AC%*O0N'

&he resear5h is about 5ustomer satis0a5tion study 'ith respe5t to the seri5es o00ered by Honest 0ast

0ood 5hain in Ahmedabad. Honest 'as started by three brothers as a street 0ood 8ios8 during the

1?@s Honest has gro'n to be5ome high)y su55ess0u) 5hain and it is one among the moderate)y

pri5ed restaurants in Ahmedabad. /t has spread to other 5ities o0 Guarat in the )ast 0e' years. /t has

1* bran5hes in Ahmedabad. &he 5urrent situation is that Honest is 0amous 0or its 0ood seri5es

hen5e the 5ustomer satis0a5tion is important 0or its su55ess. /t is 8no'n that per5eied ua)ity is an

important determinant o0 5ustomer satis0a5tion. Cith the gro'th and diersi0i5ation o0 0ood items

and seri5es the study aims at identi0ying 'hether apart 0rom 0ood seri5es the other ariab)es )i8e

ambien5e pri5es )o5ation 'aiting time ui58 seri5e and sta00 management a)so hae an impa5t

on the satis0a5tion )ee).

CONCE+T0A& .*A(EWO*%

A55ording to +i5hae) &siros<i8as +itta) and Ci))iam &.Ross #r (2! 5ustomer satis0a5tion is a

personDs 0ee)ings o0 p)easure or disappointments that resu)ts 0rom 5omparing a produ5tDs per5eied

per0orman5e to e=pe5tations. /0 the per0orman5e 0a))s short o0 e=pe5tations the 5ustomer is

dissatis0ied. /0 it mat5hes e=pe5tations the 5ustomer is satis0ied. /0 it e=5eeds e=pe5tations the

5ustomer is high)y satis0ied.

A55ording to %hi)ip "ot)er (213! Brand 8no')edge is the thoughts 0ee)ings images e=perien5es

and be)ie0s asso5iated 'ith the brand. %er5eied Eua)ity is the 5ustomerDs per5eption o0 the oera))

ua)ity or superiority o0 produ5t or seri5es 'ith respe5t to its intended purpose re)atie to

a)ternaties.

=Retrieed 0rom study marketing home page at FBrand +anagement

http:;;'''.studymar8eting.org;arti5)es;Brand+anagement;Chatis%er5eiedEua)ityIhtm)

(a55essed on 1 No 213>

A55ording to %hi)ip "ot)er (213! <a)ue 0or +oney is the set o0 bene0its oer the pri5e paid 0or it.

&he theory says that the produ5t seri5e ua)ity and 5ustomer satis0a5tion are intimate)y 5onne5ted.

Higher )ee) o0 ua)ity resu)ts in higher )ee) o0 5ustomer satis0a5tion. 6ur resear5h study 'i))

in5)ude a 5omp)ete ana)ysis o0 0a5tors dire5t)y or indire5t)y ino)ed 'ith seri5es de)iered and its

re)ation 'ith 5ustomer satis0a5tion )ee)s.



Page + of +,

A55ording to %hi)ip "ot)er (213! seri5e attributes in5)ude intangibi)ity inseparabi)ity ariabi)ity

and perishabi)ity.

A55ording to %hi)ip "ot)er (213! seri5e ua)ity +ode) high)ights the main reuirements 0or

de)iering high seri5e ua)ity.

*AT/ONA&E

Honest being su5h a 0amous 0ood eating oint there is no pro0essiona) study done spe5i0i5a))y on its

5ustomers. &he 0undamenta) )ogi5 behind the study in this parti5u)ar area is that the management o0

Honest 5hain may not be a'are o0 5ertain 0a5tors 'hi5h may a00e5t the 5ustomer satis0a5tion. &his

study 'i)) 0igure out these 0a5tors so that they may improe upon them. /t 'i)) a)so he)p them to

5reate a point o0 di00eren5e 0rom its 5ompetitors. /t is important to hae higher )ee) o0 5ustomer

satis0a5tion in order to retain 5ustomers and attra5t ne' prospe5ts. &he management 'i)) a))o5ate

the reuired resour5es 'ith the in0ormation obtained 0rom the study. As a resu)t it 'i)) he)p them to

in5rease the per5eied ua)ity and hen5e 5ustomer satis0a5tion. &he seri5e ua)ity mode)

emphasi>es that seri5e out5ome and measurement is dependent on type o0 seri5e setting

situation time need et5 0a5tors.



Page - of +,

&/TE*AT0*E *E2/EW

A55ording to %hi)ip "ot)er (213! 5ustomer satis0a5tion is a tri58y term as peop)e per5eie

di00erent meanings out o0 it. A high)y satis0ied 5ustomer 'i)) be )oya) 'i)) spread positie 'ord o0

mouth and 'i)) indu)ge in repeated.

or Honest 'hi5h has be5ome one o0 the most popu)ar 0ast 0ood 5hains in Ahmedabad measuring

5ustomer satis0a5tion is eident. Apart 0rom 0ood seri5es other seri5es a)so a00e5t the satis0a5tion

o0 5ustomers. &he 0a5tors )i8e 'aiting time outside the restaurant hygiene 0ood presentation and

ambien5e a)) 5ontribute to the )ee) o0 5ustomer satis0a5tion.

9ustomer satis0a5tion is important parameter to measure the image o0 any restaurant. Arora and

Singer (2*! e=amined the 0a5tors that a00e5t the 5ustomer intention to isit the restaurants. &heir

study has 5onsidered di00erent ariab)es )i8e ua)ity o0 seri5e ua)ity o0 0ood dining atmosphere

seating-order 0airness menu )o5ation pri5es 'aiting time et5. &he samp)e and data 5o))e5tion 'as

done by se)e5ting the samp)e 5ities and a tota) o0 22* residents 0rom these 5ities. &hese samp)es

'ere as8ed the uestions regarding the 0reuen5y o0 their isit to the 0ine dining restaurants. /t 'as

0ound that a)most J o0 respondents said that they isited the restaurants more than on5e a month.

A55ording to the study the ua)ity o0 0ood dining atmosphere and seating-order 0airness are the

signi0i5ant ariab)es. /n order to 5o))e5t the in0ormation the uestionnaire 'as designed to measure

the attitude to to'ards dinning be0ore and a0ter isiting the restaurant. &he respondents 'ere as8ed

to ans'er the uestions regarding the 0ood-ua)ity ambien5e )o5ation and seri5e.

&he 0indings o0 the study suggest that 0ood-ua)ity and seri5e )ee) are most signi0i5ant 0a5tors in

measuring the satis0a5tion )ee). /n addition to that it suggests that oera)) a)ue o0 the 5ustomer 5an

be in5reased by improing the per0orman5e and redu5ing the pri5es o0 the seri5es proided. &he

in5rease in the pri5e 'i)) hae negatie e00e5t hen5e they shou)d be set at 5ompetitie )ee).

+ost mar8eters 0ai) to di00erentiate bet'een high)y satis0ied and non-high)y satis0ied 5ustomers.

Koung and #ang (2$! e=amined the ua)ity parameters that signi0i5ant)y distinguish high)y

satis0ied diners 0rom non-high)y satis0ied diners. &hey 5o))e5ted data 0rom the 0our midd)e-high

)ee) restaurants o0 SA. &he e00e5ts o0 appea)ing 0ood presentation tasty 0ood spatia) seating

arrangement 0as5inating interior design p)easing ba58ground musi5 re)iab)e seri5e responsie

seri5e and 5ompetent emp)oyees 'ere e=amined. &hese 0a5tors proed to be important attributes

in 5ontributing to the high )ee) o0 satis0a5tion among diners. /n addition the study de0ined the 0ood

ua)ity as 5onsisting o0 presentation hea)thy options taste 0reshness temperature. A signi0i5ant

di00eren5e bet'een groups 'as 0ound on)y in age the peop)e in age group aboe yrs 'ere among

the high)y satis0ied 5ustomers 'hi)e those 'ho 'ere in the midd)e aged 'ere among the non-

satis0ied 5ustomers.



Page , of +,

&he resu)ts a)so indi5ated that appea)ing presentation and great taste 'ere among the 5riti5a)

ua)ities in determining the high)y satis0ied 5ustomers.

&hus a55ording to Koung and #ang (2$! the e00e5ts o0 appea)ing 0ood presentation tasty 0ood

spatia) seating arrangement 0as5inating interior design p)easing ba58ground musi5 re)iab)e

seri5e responsie seri5e and 5ompetent emp)oyees 'ere important attributes in 5ontributing tothe high )ee)s o0 the 5ustomer satis0a5tion. Ho'eer sin5e the study 'as 5on0ined to SA one

5annot be sure i0 the imp)i5ations 'i)) be the same in /ndian midd)e-high )ee) restaurants.

&he 5ustomer satis0a5tion is important 5on5ept 'hen it 5omes to seri5e industry 0or e=amp)e the

hospita)ity industry. &he resear5h by Abraham and &ay)or (1???! te))s that 5ustomer satis0a5tion is

the )eading 5riterion 0or determining the ua)ity that is a5tua))y de)iered to 5ustomers. Satis0a5tion

rein0or5es positie attitude to'ards the brand )eading to the greater )i8e)ihood that the same

restaurant 'i)) be isited by 5ustomer again. &he nine theories o0 5ustomer satis0a5tion are used to

determine arious 5omponent o0 5ustomer satis0a5tion. &he satis0a5tion 'ith a hospita)ity

e=perien5e is the sum tota) o0 satis0a5tion 'ith indiidua) e)ements and the seri5e ua)ity and is

measured by subtra5ting 5ustomerDs per5eption s5ore 0rom 5ustomer e=pe5tation s5ore. &he

parameters )i8e aai)abi)ity o0 par8ing emp)oyee appearan5e are used by them to 0ind arious resu)t

re)ated to 5ustomer satis0a5tion. &his paper he)ps to 0ormu)ate the uestionnaires 0or the resear5h

sureys and re5ommends arious methods to in5rease the rate o0 a55urate 5omp)etion o0 sureys.

a5tor ana)ysis 'as used to measure the 5ustomer satis0a5tion measurement 'hi5h seres dua) ro)eo0 proiding in0ormation and enab)ing 5ommuni5ation 'ith 5ustomer.

&he simi)ar resear5h 0or 5ustomer satis0a5tion is done by Anda)eeb and 9on'ay (2*! e=amined

that the 5ustomer satis0a5tion in 0u)) seri5e industry and rea)i>ed that it is most in0)uen5ed by the

responsieness o0 the 0rontend emp)oyer in the restaurant. &his is 0o))o'ed by the 0ood ua)ity and

pri5ing. &he 5ustomer satis0a5tion is the heart o0 mar8eting be5ause a dissatis0ied 5ustomer may

resort to negatie 'ord o0 mouth and thus driing a'ay the potentia) 5ustomers 0rom restaurants.

Random samp)ing 'as used to generate * respondents and data 'as 5o))e5ted oer te)ephone. &he

strong re)ation bet'een satis0a5tion and )oya)ty a)so high)ight the need to satis0y the 5ustomer. &he

physi5a) design o0 the restaurant he)ps to attra5ts 5ustomers. &he responsieness and the ua)ity o0

the 0ood in restaurant he)p them to be5ome a )ong term 5ustomer. &he pri5ing a)so p)ays a maor

part as 5ustomers usua))y 5ompares pri5e to ua)ity. 9ustomers are )i8e)y to e=pe5t high ua)ity

'ith high pri5e. A tota) o0 $ uestions 'ere 0ramed in the study and the 5umu)atie ariation by

0a5tor ana)ysis 'as @2.J. &he responsieness 5ame 'ith the highest 7igen a)ue o0 @.2?.

Responsieness in5)ude emp)oyees are prompt 5ourteous 8no')edgeab)e neat in appearan5e and

understand 5ustomer needs. &he 0indings o0 this study prompted to e=periment the simi)ar



Page . of +,

methodo)ogy in Ahmedabad. /t has gien a 0rame'or8 to design the uestionnaire 0or the 5urrent

study.

Chen it 5omes to inestigate the 5ausa) re)ationship bet'een per5eied trust per5eied a)ue

5ustomer satis0a5tion and 5orporate reputation to understand ho' 5ustomer per5eptions eo)e

5ustomer )oya)ty in the restaurant se5tor most managers 0ai). 9hang (213! tried to estab)ish the

5ausa) re)ationship bet'een these ariab)es and tried to identi0y 'hi5h ariab)es a00e5t the 5ustomer

)oya)ty the most. He 5o))e5ted data 0rom t'o di00erent 5hain restaurants by sureying 2?

respondents in &ai'an. &he responses 'ere then used to 5reate re)ationships among the arious

ariab)es in order to study the 5ustomer )oya)ty. &he resu)ts re0)e5ted that 5orporate reputation

5reates )oya)ty through per5eied trust and per5eied a)ue and the per5eied trust a00e5ts the

5ustomer )oya)ty more than the per5eied a)ue. &he study dee)ops S-6-R mode) (Stimu)us-

organism-response! in 'hi5h the stimu)us is 5orporate reputation organism are per5eied trust and

per5eied a)ue and response is the )oya)ty. &he samp)e 5o))e5ted 5omprised o0 maor portion o0 the

0ema)e respondents. &he 5ontent a)idity 'as ensured by three hospita)ity e=perts. &he 0indings

suggest that 5ompanies shou)d 0o5us more on de)iering superior seri5e at right pri5e and on

treating the 5ustomers 0air)y rather than 0o5using on the 5ompetitorDs pri5e. &he )imitation o0

resear5h is that these 0indings are based upon on)y t'o o0 the restaurants. A)so there are other

0a5tors 'hi5h determine the re)ationship bet'een 5orporate reputation and 5ustomer )oya)ty. &his

resear5h a)so doesnDt di00erentiate bet'een the types o0 5ustomers su5h more 0reuent 5ustomers

and the )ess 0reuent 5ustomers.

9ustomer-dining a)ue is one o0 the se)e5tion 5riteria 0or the restaurants. &he study by Ha and #ang

(213! is to identi0y 5onsumer-dining a)ues 0or ea5h restaurant segment using a mean end

approa5h and suggests in0ormation 0or restaurants operators to dee)op di00erent mar8et strategies

0or ea5h segment. &his he)ped in distinguishing restaurants 0rom other 5ompetitors. &he mean-5hain

study method is app)ied a5ross three restaurants 0or one-on-one interie' pro5edure. A tota) o0 @1

responded 'ere interie'ed 0or appro=imate)y 2 minutes to 5ome to a 5on5)usion the samp)e

in5)uded undergraduate students graduate students 0a5u)ty and sta00 at one mid 'estern uniersity

in S and an imp)i5ation matri= is 0ormed. &he abstra5tness ratio is 0ound out in imp)i5ation

matri=. /t ranges 0rom to 1 and a )o'er a)ue re0)e5ts more 5on5rete items and higher a)ue

re0)e5ts more abstra5t item. %rompt seri5e is one the important 0a5tor 5ame out o0 imp)i5ation

matri= as a ery important parameter seen by 5ustomer in 5hoosing a restaurant. &he hierar5ha)

a)ue map (H<+! 'as 5onstru5ted 0or arious segments o0 restaurants. &he most 0reuent)y

mentioned a)ue 'as F5onenien5e 0or 0ast 0ood restaurants. &his study is he)p0u) in 0inding the

5onsumer dining a)ues and he)ps to 0o5us more on 5ustomer desired goa)s. &he )imitation is that

this study 'as 5ondu5ted 0or SA and 5an be spe5i0i5 to the uniersity.



Page / of +,

%roiding seri5e to the 5ustomers 5an be tedious ob. &he study by Ho and %un (21! e=amined

arious ua)ity attributes 0or seri5e operations. &hey suggested that organi>ation shou)d identi0y

targeted 5ustomers and shou)d dee)op appropriate s8i))s and 5ommitments in order to meet

5ustomer reuirements and e=pe5tations. &he 5ompetitie position o0 a seri5e restaurant depends

upon the seri5e ua)ity. &he hote) and restaurants industry demands high )ee) o0 5ontinuous

ua)ity improement. &he study is done and resu)ts are obtained by studying K+9A at Hong "ong.

&he ariab)es are )i8e re)iabi)ity re5oery and reputation to determine arious seri5e attribute in

restaurant. &he data 5o))e5tion 'as done on the basis o0 persona) interie's and 5ustomer

satis0a5tion surey. Li8ert s5a)e is used in the study. &he resu)t he)ps to 0ind most 5ru5ia) 0a5tors o0

ua)ity assuran5e and proide arious 0undamenta)s 0or smooth operation and hea)thy enironment

o0 restaurant. /t brings together the important pro5ess ua)ity attributes and e)ements to improe the

organi>ationa)-'ide per0orman5e 0or sustainab)e )ong term pro0itabi)ity.

Seri5e ua)ity depends on arious attributes. "im Lee and Ryu (212! e=amined the impa5t o0

physi5a) enironment 0ood and seri5es on restaurant image 5ustomer per5eied a)ue and

behaior intensions. &he physi5a) enironment and ambien5e p)ays an important ro)e in shaping the

restaurant image. &he restaurant image is important ante5edent o0 5ustomer per5eied a)ue and this

determines 5ustomer satis0a5tion. &he physi5a) enironment shapes the brand image o0 a p)a5e. At

the ery 0irst isit the physi5a) enironment su5h as dM5or ambient 5ondition and seating 5om0ort

)eaes an impression on 5ustomer. 4e5or and arti0a5ts 'ere 0ound to be the most in0)uentia) drier

o0 5ustomer pri5e per5eption. A uestionnaire 'as dee)oped to test )ee) o0 ua)ity in terms o0

0ood seri5e and physi5a) enironment and test 'as 5ondu5ted 'ith 3 respondents at authenti5

9hinese restaurant 'hi5h 'ere diided eua))y in aspe5t o0 a)) ratio. &he study a)so rein0or5es

positie impa5t o0 5ustomer satis0a5tion on )oya)ty behaior. Ce 5an use this resear5h by 5omparing

the re)atie importan5e o0 three dimensions o0 restaurant seri5e ua)ity on image and 5ustomer

per5eied a)ue.

&ime is an important 0a5tor 0or seri5e en5ounter. %eop)e are re)u5tant to 'ait unne5essari)y. Noon

"imes +atti)a and Cirt> (2?! e=amined the e00e5t o0 per5eied pa5e on the 5ustomer satis0a5tion

in the restaurants. &he restaurants operators pro5ess greater number o0 5ustomers 'ithin a period

and 0o5us on in5rease in the reenue by redu5ing the seri5e en5ounter duration 'hen the demand

period is high. &he redu5tion in the en5ounter time may be appea)ing 0rom the reenue perspe5tie

but it may negatie)y a00e5t the 5ustomer satis0a5tion. &he study has 5onsidered di00erent ariab)es

)i8e seri5e en5ounter time and satis0a5tion. &he samp)e and data 5o))e5tion 'as done by ta8ing the

5onenien5e samp)e o0 $ respondents 0rom dierse sour5e. &he re5a)) approa5h 'as used to 0ind

re)ationship bet'een the 5ustomer per5eption and pa5e. /t 'as suitab)e be5ause it enab)ed data

5o))e5tion based on the e=perien5es and did not )imit the sube5t responses. A se)0-administered



Page 0 of +,

uestionnaire 'as used to 5o))e5t the data. Respondents 'ho had not dined in the restaurants during

the )ast three 'ee8s 'ere e=5)uded in the surey.

&he seri5e en5ounter has been des5ribed as 5onsisting o0 three stages: pre-pro5ess in-pro5ess and

post-pro5ess. &he 0indings suggest that management shou)d 0o5us their duration redu5tion on the

post-pro5ess stage o0 the seri5e en5ounter. &he )imitations o0 the study are that it e=amined the pa5e per5eptions but did not e=amine 'hy 5ustomer e=perien5e 5ertain )ee) o0 pa5e. &he

per5eied pa5e a)so depends on arious other 0a5tors )i8e dis5rete emotions ua)ity per5eption and

behaiora) response.

9ustomer satis0a5tion and seri5e ua)ity hae been by 0ar ery important 0a5tors in determining

an organi>ationDs suria) and su55ess as 'e)) as 5ustomer )oya)ty espe5ia))y 'hen it 5omes to 0ood

seri5es. 9ustomer satis0a5tion appears to be the matter o0 signi0i5ant interest by both mar8eting

pra5titioners and a5ademi5s 'hi)e seri5e ua)ity does p)ay a maor ro)e in dee)oping attitude

to'ards 5onsumer )oya)ty. en and Lian (2@! e=amined the dire5t in0)uen5e o0 5ustomer

satis0a5tion and seri5e ua)ity oer 5ustomerDs repatronage intentions. &he surey in5)uded 3@@

respondents. 9orre)ation ana)ysis indi5ated that seri5e ua)ity and 5ustomer satis0a5tion had a

dire5t positie e00e5t on 5ustomerDs re-patronage intentions. +u)tip)e Linear Regression high)ighted

5ustomer satis0a5tion as a stronger predi5tor o0 re-patronage intentions 5ompared to seri5e ua)ity.

&hus seera) e00orts on improing the patronDs per5eption 'ere suggested.



Page 1 of +,

O)4ECT/2ES AN' H5+OTHES/S

&he resear5h 'as aimed to address a)) essentia) obe5ties ino)ed in a 5ustomer satis0a5tion study.

/t 0o))o'ed a narro' do'n approa5h starting 0rom genera) per5eption o0 5ustomers to'ards eating

oints in Ahmedabad and narro'ing it do'n to our sube5t o0 interest i.e. Honest 5hain in

Ahmedabad. Another ita) part o0 resear5h 'as obtaining and studying arious parameters and their re)ation 'ith ea5h other 'hi5h dire5t)y or indire5t)y a00e5ted the satis0a5tion )ee)s o0 5ustomers.

&he seera) resear5h obe5ties are )isted as be)o':

1. &o study the 5ustomer pre0eren5es regarding the 5hoi5e o0 0ast 0ood restaurants in

Ahmedabad.

2. &o study the 5ustomerDs 5hoi5e o0 0ood items on the basis o0 taste at Honest.

3. &o study the ambien5e and ua)ity o0 0ood de)iered at Honest.

. &o ana)y>e the a)ue 0or money 0or 0ood items at Honest.

Based on the dis5ussion in )iterature reie's it is )ogi5a) to posit the 0o))o'ing hypotheses:

Ho 1: &he taste o0 0ood ambien5e order de)iery time and pri5e p)ay no ro)e in re5ommending

Honest 0ood 5hain group.

Ho 2: &here is no signi0i5ant di00eren5e obsered in means o0 oera)) e=perien5e o0 5ustomers atHonest and 0a5tors )i8e 0ood ua)ity sered ambien5e emp)oyee behaior and pri5es. i.e.

oera)) e=perien5e O 0a5tors.

Ho 3: &here is no re)ation e=isting bet'een oera)) e=perien5e and among the prominent ariab)es

)i8e 0ood ua)ity order seri5e ambien5e and a)ue 0or money.

Ho : &here is no re)ation bet'een 5ustomerDs s'it5hing behaior and their month)y in5ome age

and gender.

Ho : &here is no re)ation bet'een 5ustomerDs re5ommendation 0or Honest and 'aiting time portion

si>e 5ut)ery and restaurant 5)ean)iness and par8ing spa5e at Honest.



Page 2 of +,

*ESEA*CH (ETHO'O&O5

Measures

&he resear5h design 'as des5riptie in nature. Based on the preious resear5hes o0 Ryu Lee and

"im (212!3 "imes Shery) 7 +atti)a Anna S Noone Bre00ni + and Cirt> #o5hen (2?! etc4 a

uestionnaire 'as dee)oped to assess seera) dimensions o0 0ood seri5e ua)ity (ua)ity o0 0oodorder seri5e ambien5e emp)oyeeDs response 'ait time et5.! restaurantDs image 5ustomerDs

per5eied a)ue 5ustomer satis0a5tion and behaiora) intentions. A)) measurement ariab)es '.r.t

0ood seri5e ua)ity 'ere assessed using a 0ie-point Li8ert-type s5a)e ranging 0rom strong)y

disagree (1! to strong)y agree (!.6era)) e=perien5e 'as measured using 0ie options in a 0orm o0

degree s5a)e ranging 0rom e=5e))ent to poor. 9ustomerDs satis0a5tion )ee) and )oya)ty 'as measured

on the basis o0 their re5ommendation )ee) 0or Honest and reisiting intention respe5tie)y. our

prominent 0a5tors 'ere )isted in uestionnaire 'hose re)ation 'ith 5ustomerDs re5ommendation

)ee) 'ere measured. ina))y so5io-demographi5 ariab)es (e.g. gender in5ome age! 'ere a)so

assessed.

Sample

A surey 'as 5ondu5ted oer a period o0 t'o 'ee8s in 'hi5h a uestionnaire 'as proided to a

target popu)ation o0 0i0ty indiidua)s 'ho isited Honest 5hain out)et at @ Ground )oor "und)ini

9omp)e= Near Hote) Shahi %a)a5e 6pposite <astrapur La8e <astrapur Ahmedabad and shop P1@-1$-1? 9orporate House Nr.Shrradha %etro) %ump Boda8de Ahmedabad. &he uestionnaire

in5)uded seera) types o0 uestions )i8e mu)tip)e 5hoi5e rating based open ended so as to re5ord a))

possib)e per5eptions and e=pe5tations o0 5ustomer. &he te5hniue used 'as ma)) inter5ept in order

to generate responses. &o ensure the 5ontent a)idity o0 the measurement s5a)es this study ino)ed

on)y those peop)e 'ho 'ere 5oming out o0 the Honest out)et a0ter haing their mea). 4uring the

data 5o))e5tion pro5ess respondents 'ere se)e5ted random)y at di00erent times (pea8 and non-pea8

hours! 0rom t'o di00erent out)ets to ensure an adeuate representation o0 the popu)ation. ina))y a

tota) o0 samp)es 'ere 5o))e5ted 0rom ?th 4e5ember to 21st o0 4e5ember in 213.

Data Analysis

&he testing o0 the hypotheses in this study adopted seera) ana)ysis too)s )i8e 9hi-suare test

Anoa 9o-re)ation and Regression ana)ysis. &his study 5he58ed the in0)uen5e o0 seera) 0a5tors

ino)ed in 0ood seri5e on the oera)) e=perien5e o0 5ustomers by 9hi-suare test. /t a)so ana)y>ed

the di00eren5es in mean among seera) 0a5tors and oera)) e=perien5e by AN6<A. /t a)so eri0ied

re)ationship e=isten5e bet'een re5ommendation o0 5ustomers and 0a5tors )i8e oera)) e=perien5e

0ood ua)ity order seri5e ambien5e and a)ue 0or money by 5orre)ation and regression.



Page *5 of +,

*ES0&TS =./N'/NS>

Parameter_imp * Recommend Crosstabulation

Count

Recommend Total

Definately Probably Probably Not Definately Not

Parameter_imp

Taste of food 15 12 0 0 27

Ambience ! 0 0 "

#rder deli$ery time 0 1 7

Price 2 2 0 7

Total 21 2 5 1 50

Table# $=a>

Table# $=b>

Symmetric Measures

%alue Appro&' (i)'

Nominal by NominalP*i '712 '00

Cramer+s % ',11 '00

N of %alid Cases 50

a' Not assumin) t*e null *ypot*esis'

b' -sin) t*e asymptotic standard error assumin) t*e null

*ypot*esis'

Table# $=c>

Chi-Square Tests

%alue df Asymp' (i)' .2/sided

Pearson C*i/(uare 25'25 " '00

i3eli*ood Ratio 25'247 " '00

inear/by/inear Association 4'1!! 1 '00,

N of %alid Cases 50



Page ** of +,

.i,ure# $=d>

/nter!retation#

/n aboe tab)e 1(b! the probabi)ity o0 the 5hi-suare test statisti5 (5hi-suareO2.32! 'as pO.3

)ess than the a)pha )ee) o0 signi0i5an5e o0 . hen5e 'e ree5t our hypothesis Ho1. &ab)e 1(a! and

igure (a! 0urther rein0or5es our assumption that out o0 respondents respondents (21

de0inite)y and 23 probab)y! i.e. $$J o0 samp)e si>e re5ommended to isit Honest 5hain group. 6ut

o0 these respondents 2@ re5ommended 0or taste o0 0ood sered at Honest ? respondents

re5ommended 0or impressie ambien5e at Honest 3 respondents re5ommended 0or ui58ness in

order de)iery and respondents re5ommended Honest 0or reasonab)e pri5e. %hi and 9ramerQs < are

both tests o0 the strength o0 asso5iation. Ce 5an see that the strength o0 asso5iation bet'een the

ariab)es is strong (.@12! 'hi5h is ery high. Hen5e the taste o0 0ood ambien5e order de)iery

time and pri5e do p)ay important ro)es in re5ommending Honest 0ood 5hain group.



Page *+ of +,

ANOA

(um of (uares df ean (uare 6 (i)'

6ood_ser$ed

et8een 9roups 1"'1"5 !'"4 15'14, '000

:it*in 9roups 1"'45 ,! ',21

Total 4'540 ,"

enu_items

et8een 9roups 1'25, ,',14 !'!10 '001

:it*in 9roups 0'7,! ,! '!!4

Total ,,'000 ,"

6ood_uality

et8een 9roups 10'114 '7 "'201 '000

:it*in 9roups 1!'4!2 ,! '!7

Total 2!'"40 ,"

#rder_ser$ice

et8een 9roups 4'4"7 2'"!! 2',22 '074

:it*in 9roups 5!'2 ,! 1'22,

Total !5'220 ,"

Ambience

et8een 9roups !'5,2 2'141 2'75 '05

:it*in 9roups !',4 ,! '7"2

Total ,2'"40 ,"

6ood_order

et8een 9roups 1'"42 '!!1 1'4,4 '152

:it*in 9roups 1!',4 ,! '57

Total 14',20 ,"

;mployees_patient

et8een 9roups ,'715 1'572 '0,0 '04

:it*in 9roups 2'745 ,! '517

Total 24'500 ,"

A$ail_sauce_nap3inset8een 9roups ,'42 1',!1 2'2!7 '0":it*in 9roups 2"'!4 ,! '!,,

Total ,'020 ,"

enu_board

et8een 9roups 7'4" 2',! 2'274 '0"2

:it*in 9roups ,"'71 ,! 1'041

Total 57'120 ,"

;mployees_spea3

et8een 9roups 7'44" 2'!0 2'57 '04,

:it*in 9roups 51'1 ,! 1'11!

Total 5"'220 ,"

;mployees_friendly

et8een 9roups 5'"7 1'7"" '5 '022

:it*in 9roups 2',2 ,! '50"

Total 24'420 ,"

%alue_for_money

et8een 9roups 14'2"5 !'0"4 4'!4" '000

:it*in 9roups 2'245 ,! '702

Total 50'540 ,"

Prices_competiti$e

et8een 9roups 1,'0, ,'!41 !'"07 '001

:it*in 9roups 1'177 ,! '!74

Total ,5'220 ,"

Table# 1



Page *- of +,

/nter!retation#

A one-'ay AN6<A 'as 5ondu5ted to determine i0 the mean o0 oera)) e=perien5e 'as in0)uen5ed

by seera) 0a5tors )i8e 0ood ua)ity sered ambien5e emp)oyee behaior and pri5es. &hat is there

is one 0a5tor (oera)) e=perien5e! 'hi5h 'e are )oo8ing at a5ross these 13 0a5tors. rom the aboe

tab)e (3! seera) 0a5tors )i8e order seri5e (p-a)ue O .@$! ambien5e (p-a)ueO.3! aai)abi)ity

o0 nap8ins and sau5e (p-a)ueO.?3! 5omp)eteness o0 0ood order (p-a)ueO .12! menu board not

5)ear (p-a)ueO.?2! emp)oyees did not spea8 5)ear)y (p-a)ueO.$! 'ith their p a)ues 'ere

0ound. &hese p a)ues are greater than )ee) o0 signi0i5an5e . so no di00eren5e e=ist bet'een

oera)) e=perien5e and these aboe 0a5tors.

or other 0a5tors )i8e emp)oyees 0riend)iness (p-a)ueO.22! a)ue 0or money (p-a)ueO .!

5ompetitie pri5es (p-a)ueO .1! emp)oyees patient (p-a)ueO .3$! 0ood sered (p-a)ueO .!

menu items (p-a)ueO .1! 0ood ua)ity (p-a)ueO .! high)y statisti5a))y signi0i5ant di00eren5ee=ist. &he p a)ue 0or these 0a5tors is )ess than )ee) o0 signi0i5an5e . hen5e 'e ree5t our nu))

hypothesis i.e. Ho2 and thus di00eren5es e=ist bet'een oera)) e=perien5e and these 0a5tors.

Correlations

#$erall_e&prnce 6ood_uality #rder_ser$ice Ambience %alue_for_money

#$erall_e&prnce

Pearson

Correlation1 '!02<< /'241< '42<< '571<<

(i)' .2/tailed '000 '0,4 '00! '000

N 50 50 50 50 50

6ood_uality

Pearson

Correlation'!02<< 1 /'0! '55"<< ',"<<

(i)' .2/tailed '000 '!!2 '000 '001

N 50 50 50 50 50

#rder_ser$ice

Pearson

Correlation

/'241< /'0! 1 /'1"5 /',,<

(i)' .2/tailed '0,4 '!!2 '17, '015

N 50 50 50 50 50

Ambience

Pearson

Correlation'42<< '55"<< /'1"5 1 '17<

(i)' .2/tailed '00! '000 '17, '025

N 50 50 50 50 50

%alue_for_money

Pearson

Correlation'571<< ',"<< /',,< '17< 1

(i)' .2/tailed '000 '001 '015 '025

N 50 50 50 50 50



Page *, of +,

<<' Correlation is si)nificant at t*e 0'01 le$el .2/tailed'

<' Correlation is si)nificant at t*e 0'05 le$el .2/tailed'

Table# 3

/nter!retation#

rom the aboe 5orre)ation tab)e (! the 5orre)ation 5oe00i5ient bet'een oera)) e=perien5e and

a)ue 0or money is (.@1!. /t 5an be in0erred that a strong re)ation e=ist bet'een oera)) e=perien5e

and a)ue 0or money. &he 5orre)ation 5oe00i5ient bet'een oera)) e=perien5e and 0ood ua)ity is

(.*2!. /t 5an be in0erred that a strong re)ation e=ist bet'een oera)) e=perien5e and 0ood ua)ity.

&he 5orre)ation 5oe00i5ient bet'een oera)) e=perien5e and ambien5e is (.3$2!. /t 5an be 5on5)uded

that a re)ation e=ist bet'een oera)) e=perien5e and ambien5e. &he 5orre)ation 5oe00i5ient bet'een

oera)) e=perien5e and order time is (-.2$1!. /t 5an be in0erred that no re)ation e=ist bet'een oera))

e=perien5e and order time. Hen5e 'e ree5t our nu)) hypothesis Ho3.

Model Summary

odel R R

(uare

Ad=usted R

(uare

(td' ;rror of

t*e ;stimate

C*an)e (tatistics

R (uare

C*an)e

6

C*an)e

df1 df2 (i)' 6

C*an)e

1 '1a '0"4 '0" '7,0 '0"4 1'!!, ,! '144

a' Predictors> .Constant? ont*ly_income? A)e? 9ender

Table# 7=a>

Table# 7=b>

/nter!retation#

rom tab)e (a! the adusted R 2 a)ue 5omes out to be .3? i.e. 3 independent ariab)es (month)y

in5ome age gender! a55ount on)y 3.?J arian5e in dependent ariab)e (5ustomerDs s'it5hing

ANOAa

odel (um of (uares df ean (uare 6 (i)'

1

Re)ression 2'7 '"11 1'!!, '144b

Residual 25'147 ,! '5,4

Total 27'"20 ,"

a' Dependent %ariable> (8itc*

b' Predictors> .Constant? ont*ly_income? A)e? 9ender



Page *. of +,

behaior!.&he mode) se)e5ted is not good. Apart 0rom these three ariab)es there e=ist other 0a5tors

as 'e)) 'hi5h in0)uen5e 5ustomerDs s'it5hing behaior. +oreoer p-a)ue (.1$$! is greater than

the )ee) o0 signi0i5an5e .. Hen5e 'e a55ept our hypothesis Ho .

Model Summary

odel R R (uare Ad=usted R

(uare

(td' ;rror of

t*e ;stimate

C*an)e (tatistics

R (uare

C*an)e

6

C*an)e

df1 df2 (i)' 6

C*an)e

1 ',2,a '140 '047 '!"7 '140 1'"2" 5 ,, '10"

a' Predictors> .Constant? :ait_time? Portion_si@e? Cutlery_clean? Restaurant_clean? Par3in)_space

Table# 9=a>

ANOAa

odel (um of (uares Df ean (uare 6 (i)'

1

Re)ression ,'!"0 5 '"4 1'"2" '10"b

Residual 21'"0 ,, ',4!

Total 2!'040 ,"

a' Dependent %ariable> Recommend

b' Predictors> .Constant? :ait_time? Portio22n_si@e? Cutlery_clean? Restaurant_clean? Par3in)_space

Table# 9=b>

/nter!retation#

rom tab)e (a! the adusted R 2 a)ue 5omes out to be .$@ i.e. independent ariab)es ('ait time

%ortion si>e 5)ean 5ut)ery restaurant 5)ean and par8ing spa5e! a55ount on)y $.@J arian5e in

dependent ariab)e (5ustomerDs re5ommendation!.&he mode) se)e5ted is not good. Apart 0rom these0ie ariab)es there e=ist other 0a5tors as 'e)) 'hi5h in0)uen5e 5ustomerDs re5ommendation.

+oreoer p-a)ue (.1?! is greater than the )ee) o0 signi0i5an5e .. Hen5e 'e a55ept our

hypothesis Ho .

A!e "istribution

6reuency Percent %alid Percent Cumulati$e Percent

%alid 14/25 yrs 0 !0'0 !0'0 !0'0



Page */ of +,

2!/ 5 yrs 12 2,'0 2,'0 4,'0

! / ,5 yrs ! 12'0 12'0 "!'0

,! / !0 yrs 2 ,'0 ,'0 100'0

Total 50 100'0 100'0

Table# ;=a>

.i,ure# ;=b>

#ender

6reuency Percent %alid Percent Cumulati$e

Percent

%alid

ale , !4'0 !4'0 !4'0

6emale 1! 2'0 2'0 100'0

Total 50 100'0 100'0

Table# ;=c>



Page *0 of +,

.i,ure# ;=d>

Monthly_income

6reuency Percent %alid Percent Cumulati$e

Percent

%alid

elo8 20?000 1 2!'0 2!'0 2!'0

20?000/0?000 11 22'0 22'0 ,4'0

0?000/,0?000 7 1,'0 1,'0 !2'0

,0?000/50?000 2 ,'0 ,'0 !!'0

50?000 and abo$e !'0 !'0 72'0

Not Applicable 1, 24'0 24'0 100'0

Total 50 100'0 100'0

Table# ;=e>



Page *1 of +,

.i,ure# ;=f>

/nter!retation#

/n the aboe tab)e *(a! 0reuen5y distribution o0 age indi5ates that ma=imum isitors at Honest

out)et 5omprises o0 5ustomers be)onging to age group 1$-2 yrs. 'hi5h a55ount 0or *J o0 samp)e

si>e 0o))o'ed by 5ustomers be)onging to age group 2*-3 yrs. (2J! 3*- yrs. (12J! and *-*

yrs. (2J!. igure *(b! a)so gies a ui58 representation o0 5ustomer distribution age 'ise. &his

he)ps us to derie a 5on5)usion that ma=imum isitors at honest 5omprises o0 teenagers and youth.

/n the aboe tab)e *(5! 0reuen5y distribution o0 gender indi5ates that ma=imum isitors at Honest

out)et 5omprises o0 ma)e 5ustomers (*$J! as 5ompared to 0ema)e 5ustomers (32J!. igure *(d!a)so gies a ui58 representation o0 5ustomer distribution gender 'ise.

/n the aboe tab)e *(e! 0reuen5y distribution o0 month)y in5ome indi5ates that ma=imum isitors

at Honest out)et 5omprises o0 indiidua)s 'ho be)ong to non-in5ome group (2$J! 0o))o'ed by

indiidua)s 'ith in5ome be)o' 2 (2*J!. igure *(d! a)so gies a ui58 representation o0

5ustomer distribution in5ome 'ise.



Page *2 of +,

'/SC0SS/ON AN' CONC&0S/ONS

&he aboe mentioned interpretations o0 the seera) ana)ysis gies us a 0air pi5ture about the

resear5h o0 5ustomer satis0a5tion )ee)s 'ith respe5t to seri5es o00ered by H6N7S& 5hain in

Ahmedabad. &he 0ie ana)ysis 5arried out in re0eren5e to the hypothesis generated resu)ts as

e=pe5ted to a 5ertain e=tent. Some part o0 the resear5h 0ai)ed to gie a 5on5)usie resu)t.

%ossib)e sour5es o0 error 5an be di00eren5es due to random samp)ing error. &he other maor sour5e

o0 surey error systemati5 error resu)ts 0rom some imper0e5t aspe5t o0 the resear5h design or 0rom

a mista8e in the e=e5ution o0 the resear5h. RespondentDs 7rror )i8e no response error or response bias are

another main sour5es o0 error 4 A response bias o55urs 'hen respondents tend to ans'er uestions 'ith

a 5ertain s)ant. %eop)e may 5ons5ious)y or un5ons5ious)y misrepresent the truth. &he resu)t o0

improper administration or e=e5ution o0 the resear5h tas8 is 5a))ed an administratie error.

Administratie errors are 5aused by 5are)essness 5on0usion neg)e5t omission or some other

b)under. our types o0 administratie error are data-pro5essing error samp)e se)e5tion error

interie'er error and interie'er 5heating.

&he resear5h resu)ts 5an be made more 5on5)usie and 5on5rete by redu5ing su5h types o0 errors

through a mu5h more stru5tured uestionnaire and 0o))o'ing a )ongitudina) approa5h ino)ing

)arge samp)e si>e to generate responses 0rom the 5ustomers.

6n the basis o0 our resu)ts 'e 5an 5on5)ude that 5ustomer satis0a5tion )ee) depends )arge)y on

seera) 0a5tors o0 oera)) seri5es o00ered by Honest 5hain group and the resear5h obe5ties are

entire)y 0u)0i))ed 'hi5h u)timate)y bene0its us and the sube5t o0 resear5h i.e. Honest group as 'e)).



Page +5 of +,

*E.E*ENCES

Anda)eeb Syed Saad and 9on'ay 9aro)yn (2*! F9ustomer satis0a5tion in the restaurant industry:

an e=amination o0 the transa5tion-spe5i0i5 mode) Journal of Services Marketing 2;1 (2*! 3,11

Arora Ra and Singer #oe (2*! F9ustomer Satis0a5tion and <a)ue as 4riers o0 Business Su55ess

0or ine 4ining Restaurants Services Marketing Quarterly <o). 2$(1! 2*

9hang "uo-9hien (213! FHo' reputation 5reates )oya)ty in the restaurant se5tor International

Journal of Contemporary Hospitality Management Vol !" #o $ %!&'() "(*+"",

7))is &ay)or and %i>am Abraham (1???! F9ustomer satis0a5tion and its measurement in hospita)ity

enterprises International Journal of Contemporary Hospitality Management ''-, %'...) (!*+((.

en Kap Sheau and Lian "e' +e' (2@! FSeri5e ua)ity and 5ustomer satis0a5tion: ante5edents

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Nam8ung Koung and #ang Soo9heong (Sha'n! (2$! FAre high)y satis0ied restaurant 5ustomers

rea))y di00erentI - A ua)ity per5eption perspe5tie F International Journal of Contemporary

Hospitality Management <o). 2 No. 2 2$ pp. 12-1

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enironment 0ood and seri5e on restaurant image 5ustomer per5eied a)ue 5ustomer

satis0a5tion and behaiora) intentions International Journal of Contemporary Hospitality

Management <o). 2 No. 2 212pp. 2-223

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o0 5ustomerQs re-patronage intentions Sun/ay Academic Journal . pp. ?-@3.

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enironment 0ood and seri5e on restaurant image 5ustomer per5eied a)ue 5ustomer

satis0a5tion and behaiora) intentions International Journal of Contemporary Hospitality

Management <o). 2 No. 2 212 pp. 2-223

&siros +i5hae) <i8as +itta) and Ci))iam &. Ross #r. 2 F&he Ro)e o0 Attributions in

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hang iiong hang i)i and La' Rob (213! FRegiona) e00e5ts on 5ustomer satis0a5tion 'ith

restaurants International Journal of Contemporary Hospitality Management <o). 2 No. 213

pp. @-@22



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WAC Final Report - Group 1.doc