Measuring Customer Satisfaction in the Local Ghanaian Restaurant Industry (original) (raw)
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Research on Humanities and Social Sciences, 2013
The study was undertaken to assess the level of customer satisfaction. Literature on customer service quality was reviewed and primary data were gathered percentages, tabulations, cross-tabulations,pie and bar charts were used to analyse and presentthe data.The study revealed, among other things, that regular customers who patronize the resta There were indications of negative gaps between customers' service quality expectations and the service quality the Restaurant actually delivered to customers. On the more important service quality attributes such as re responsiveness, assurance, and empathy, the Restaurant is rated average; on tangibles (physical evidence), the least important attribute, the Restaurant is rated high.Based on the findings and the conclusions drawn, recommendations were made to help improve the Restaurant's performance and customer satisfaction levels.
The study investigated a sample of 200 respondents with respect to customer satisfaction in the restaurant industry in Ghana. The general customer service practices, core service drivers and customer service charter were assessed through survey questionnaires using purposive sampling methods. The descriptive statistics analysis’ results revealed that customer service practices among the restaurants were quite acceptable except that the industry needs some improvement in certain areas like frequent customer feedback as well as showing their commitment to effective service delivery. The findings of the study informed the restaurants operators and employees that to ensure effective customer service delivery, they should manage diverse proportions of not only the core service drivers but also other peripherals which define customers’ subjective measurement of effective service quality and satisfaction. Although, the study measured just ten restaurants’ in the population area, the study provided valuable insight on customer service drivers and their relative importance in defining effective customer service practice. Keywords: Customer Satisfaction, Customer Service Practices, Core Service Drivers, Customer Service Charter, Restaurant Industry
1. BACKGROUND OF THE STUDY: The continues growth of hotels and restaurants industry in Ghana of late have demanded for recruiting competent employees who have the in-depth knowledge and good human relationships with customers. This requirement affords the employees the opportunity to interact with potential customers during the provision of customer services. For the past 10 years, customer service has become a major area of interest to Management of hospitality outlets and researchers in full service hotels and restaurants. Customer service has a resilient influence on promoting hospitality services which in the end leads to higher profitability margin (Baum, 2006). According to Mcquity, Finn and Willy (2000) A customer is someone who receives or consumes goods or services and has the capacity to select different product when the needs arise. Again, Turban et al, (2002) also assert that a service entails all activities and responses that customers recognise in their buying. This can be considered as the provision of service to customers before, during and after purchase of any products or services. Customers' in this modern world are not only concerned in the product or service they purchase but all the additional elements of service purchased from the owner or supplier. Much attention should be drawn when they enter a retail outlet and lodging complaints at the front desk or customer care unit. Satisfied customers are looking for unforgettable and dynamic experiences like good reception, excellent interpersonal communication and high quality of service where it counts. There is therefore the need for customer service in the organisation's like restaurant operations to develop loyal customer base and improve relationships with customers, since, loyal customer when satisfied repeat his/her visit and also promote the business through word of mouth recommendations. Customer service plays a vital role in the hospitality industry. Prominent amongst them is attracting new customers while maintaining existing ones. Many managers of the hospitality industry have however lost focus of this, as a vital component of the service delivery system. However, discovering this essential area is worth being researched upon. This is because customer service to most Ghanaians is an element linked to only big hotels and restaurants in Ghana. Poor customer service delivery is now a major problem especially in restaurant and other place of relaxation (Ghana Tourist Board, 2008). This appears to be as a consequence of inadequate technical knowhow and unskilled human resources recruited for such jobs. Abstract: Good customer service is one of the keys to success in any business, but is particularly important in the hotel and restaurant industry, where guests expect to receive quality service and warm reception. This research work assesses the contribution of customer service as a promotional tool in the hospitality industry in the Bolgatanga Municipality of Ghana. The qualitative research approach of data collection was used to capture the opinions, feelings, and experiences of respondents. Management and employees from the selected restaurants were selected using simple random and purposive sampling techniques to choose fifty (50) respondents from some selected restaurants in the Municipality. Questionnaires were the main instrument adopted for the study. Descriptive statistics such as frequencies, percentages counts were used and the results presented in tables using the Statistical Package for Social Sciences (SPSS) software package. The study revealed that good and quality services were being offered to customers in most of the restaurants. Also, further findings indicated that some of the restaurants had special techniques in place to lure customers to their restaurants. The study also revealed that (58%) of the services provided by restaurants in Bolgatanga Municipality promote the operations of the restaurants. However, customers' complaints were also embraced by restaurants where most customers complained about the poor services provided by restaurant's and the poor customer and staff relationships of the restaurants. It was recommended that Management should pay attention to customers' complaints in order to satisfy their expectations. Further, management of restaurants should regularly conduct research activities in order to keep regular track about customer satisfaction level.
Assessment of Customers' Satisfaction on Service Quality of Fast Food Restaurant in Akure Metropolis
Journal of Management and Corporate Governance Volume © 2016 Cenresin Publications 8, Number 1, 2016 www.cenresinpub.org ISSN: 2277-0089
Fast Food Restaurants has been identified as one of the businesses in Nigeria that continues to promise greater return on investment notwithstanding the presence of economic, social and political dilemma in the country (Mustapha, Fakokunde and Awolusi, 2014). A lot of studies have been carried out on Fast Food Restaurants from different stand point and perspectives (Ukessay, 2013; Carew, 2010; Park, 2004; Lowenstein, 1995) and each profiling different views on customer satisfaction on service quality and Nigeria is not an exception from this study. Despite several researches in Nigeria, customer satisfaction on service quality and its influence on customers' patronage to the best of my knowledge as not been focused on in Akure metropolis. This study identifies the journey so far on assessing customer satisfaction on service quality of FFRs in Akure metropolis Ondo state, Nigeria. The analysis unveils how consumers perceive service quality through SERVQUAL model that poor or low and unsatisfied services were rendered to the numerous customers by the selected FFRs management in this study area. Despite with all these poor service offered, customers are still patronizing the selected FFRs due to its location and food quality. Measuring service quality can help management provide reliable data that can be used to monitor and maintain improved service quality. In conclusion, using the SERVQUAL model to assess service quality enables management to better understand the various dimensions and how they affect service quality and customer satisfaction. This will help them to identify their strengths and weaknesses and thereby make necessary improvements.
Customer Satisfaction in the Restaurant Industry
Restaurant service industry is becoming more important in generating income in many countries at present. In this paper we use different factors that have a greater influence on customer satisfaction are employees performance, price, food quality and physical environment and we select fast food restaurant named FRIED CHICKS. Through simple random sampling a sample of 200 questionnaires is taken from youth in the Lahore city of Pakistan. The correlation and regression method is used to measure the relationship of customer satisfaction with these factors. The results show that customer satisfaction has a positive relationship with employee performance, food quality and physical environment and a negative relationship with price. So these factors play an important role in customer satisfaction.
International Journal of Economics, Commerce and Management Research Studies, 2018
This research work assesses the effect of quality customer services delivery on selected traditional Catering establishments (Chop Bars) in Bolgatanga Township of Ghana. The researcher adopted a simple random sampling technique to choose 30 respondents from the contacted customers in the various chop bars at the time of the study. The study revealed that the exterior characteristics of chop bars in Bolgatanga Township on the following basis; the parking convenience and the cleanliness of chop bars were fair, while the attractiveness were averagely rated. The interior characteristics of the chop bar revealed the internal decoration of the chop bars was rated average, the lighting of the chop bars was rated very good, the cleanliness of eating area as good, while the comfort of furniture in chop bars was also rated very good. The quality of food served in chop bars also revealed that the freshness of food served by chop bars were very good and the menu variety of the chop bars was as fair, while the packaging of the food were considered good. It was recommended that chop bars in Bolgatanga Township should take appropriate steps to improve and sustain employee satisfaction in order to achieve customer satisfaction and also chop bar operators should take steps to address customers' challenges in order to improve their service demands.
The study assessed the quality of customer service delivered by 'chop bar' (local restaurants) operators and satisfaction levels among customers in Koforidua. Snowball sampling was used in selecting 5 chop bars. A sample of 200 customers was used. Purposive sampling was used to select and interview owners of the chop bars. Self-administered questionnaire comprising 17 close-ended and 3 open-ended questions were used. 14 of the 17 questions were designed on Likert 5-point attitude evaluation scale. The study indicated that 70% of the customers are satisfied with service quality of the chop bars, but 30% are not. This means that there are still significant service quality gaps in terms of tangibles or physical evidence, reliability, responsiveness, assurance, and empathy that the chop bars must endeavour to close to improve customer service delivery, loyalty and business growth.
The study assessed the quality of customer service delivered by 'chop bar' (local restaurants) operators and satisfaction levels among customers in Koforidua. Snowball sampling was used in selecting 5 chop bars. A sample of 200 customers was used. Purposive sampling was used to select and interview owners of the chop bars. Self-administered questionnaire comprising 17 close-ended and 3 open-ended questions were used. 14 of the 17 questions were designed on Likert 5-point attitude evaluation scale. The study indicated that 70% of the customers are satisfied with service quality of the chop bars, but 30% are not. This means that there are still significant service quality gaps in terms of tangibles or physical evidence, reliability, responsiveness, assurance, and empathy (Parasuraman et al., 1985) that the chop bars must endeavour to close to improve customer service delivery, loyalty and business growth.
ANTECEDENTS OF CUSTOMER SATISFACTION IN FOOD SERVICE BUSINESS (A REVIEW)
International Journal of Applied Sciences in Tourism and Events, 2019
This study presents literature review relating to antecedents of customer satisfaction in food service business. The review is based on literatures about customer satisfaction in food service related business that have been published in peer reviewed journals in the period from 2012 to 2016. A total of 17 articles were reviewed. Through a systematic review process, the result of this study shows there are three major antecedents of customer satisfaction in food service related business, namely quality of service, food attributes, and atmospheric factors.
Journal of Event, Tourism and Hospitality Studies (JETH) Vol.1, July 2021, 2021
The high demand from customers for quality services and competitive environment in the fast food industry give rise to the need to improve customers’ satisfaction that will increase the restaurant’s revenue. The objective of this study is to investigate the factors effecting customers’ satisfaction in fast food restaurants namely the price, service quality, and food quality of fast food restaurants in Arau, Perlis. The fast food restaurants selected for this study are Marry Brown, KFC, Pizza Hut and Domino's Pizza. A quantitative method was applied using online questionnaire to collect data from customers. The respondents consisted of customers who had experienced purchasing at these fast food restaurants. The findings of the study revealed that there is a significant relationship between customers’ satisfaction and the price of the foods. However, the study indicated insignificant relationships between food quality, service quality of fast food businesses and customers’ satisfa...