Posted: March 16th, 2022

EVALUATION OF CUSTOMER SATISFACTION IN THE KING RESTAURANT

EVALUATION OF CUSTOMER SATISFACTION IN THE KING RESTAURANT
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Executive Homework help – Summary
The research was to determine the satisfaction level of customers of the King restaurant and determine how to improve it. Customer satisfaction is significantly affected by several factors, including service quality, food quality, waiting time, price, and even the restaurant’s appearance. This report showed that customers of the King restaurant were dissatisfied due to high prices and longer waiting time between meal courses. However, the customers were fully satisfied by all the other loyalty and satisfaction determinants in the restaurant. Customer satisfaction is one of the factors that affect the success and development of a restaurant. It ensures the repurchase of a product and the retention of the customer. Thus, the restaurants need to ensure customer satisfaction to gain. The research employed an inferential statistical analysis approach to deduce its conclusions. From the analysis, customers were satisfied with most of the services provided in the restaurant except for price and waiting time. Therefore, it must strive to adjust its prices to be reasonable. Also, the waiting time should be minimized.
Keywords: Service quality, customer satisfaction, inferential statistics.

Introduction and Background
Customer satisfaction is among the essential factors contributing to business success in the current business world, particularly in the restaurant industry. It is significantly affected by restaurant management, customer expectation, and service quality. Customer satisfaction presents the primary goal and purpose of every company. Due to high competition in the market, restaurants strive to enhance customer satisfaction and maintain their existing customers. Establishing plans that focus on attracting new customers is essential for the development and success of the restaurant and other companies. The establishment of these new customers’ attraction strategies significantly depends on the manager’s devotion, experience, and education (Hanif, Hafeez, & Riaz, 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer, 44). Many restaurants prefer retaining their existing customers due to high competition in the market and the high cost of attracting new consumers. As a result, they strive to improve customer satisfaction to ensure retention. Therefore, ensuring customer satisfaction in a restaurant is essential in ensuring the existing customers’ retention. As a result, it reduces marketing costs to attract new customers.
The King restaurant is determined to improve customer expectation and satisfaction to enhance their retention. As a result, they hired a marketing research consultancy to determine how satisfied their customers are. The research objective was to examine customer satisfaction in the King restaurant and derive ways for its improvement. The restaurant must meet the needs and expectations of its customers to attract the new client and retain the already existing ones. The research is important as it will help the restaurant to understand critical areas they need to improve to ensure customer satisfaction. The research focused on the following factor; service quality, guest reception, food quality, waiting time, price, and overall customer satisfaction.
Restaurants and companies that understand the significance of knowing the expectations of their customers put their desires and needs at the center of the business activity. Studies conducted to acquire the essential information are crucial in gaining a competitive advantage (Hanif, Hafeez, & Riaz, 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer, 50). The increasing significance of customer support and the growing competition in the hospitality industry impacts the need to satisfy customers by offering better and quality services. Customer satisfaction highly depends on the collected customer information and data. If a restaurant collects timely and relevant information concerning their clients, they will provide high-quality service to their consumers, contributing to enhanced satisfaction. Therefore, management of customer satisfaction is based on the understanding of their expectations. Balancing client’s expectations and perception is the primary factor in customer satisfaction management.
In highly competitive markets, businesses are more concerned with satisfying and retaining their clients to increase profits. Sabir et al. (2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay, 17) conducted a study to determine the relationship between customer satisfaction and business profits and competitiveness. The research stated that the higher the customer satisfaction, the greater the profits and the higher competitiveness. Therefore, this research is essential as it will help the King restaurant determine the essential factors they must incorporate in their business to improve the satisfaction of their customers. It pinpoints some of the significant factors influencing customer satisfaction.

Literature Review
Many investigations have proved that there are many factors affecting customer satisfaction. The factors that have to be of significance in the hospitality industry comprise quick service, service quality, reasonable value and price, cleanliness, convenient location, food quality, and restaurant atmosphere. A study by Sabir et al. (2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay, 15) pinpointed that restaurant atmosphere significantly affects the level of price acceptability, overall customer loyalty, and satisfaction. Also, studies were conducted to determine the relationship between the quality of service provision in a restaurant and customer loyalty and satisfaction (Polyorat & Sophonsiri, 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer, 7). The results proved that service quality positively affects both customer loyalty and satisfaction. Therefore, when a restaurant provides high-quality services to the customer, it will gain a competitive advantage as customer retention will be ensured.
Additionally, a study conducted to assess the impacts of restaurant beauty, accessibility, cleanliness, and seat comfort revealed that the restaurant’s environment significantly influences customer satisfaction (Heung & Gu, 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap, 1170). The research also revealed that customer satisfaction depends on tangible factors and intangible factors like a pleasing atmosphere. The management must always consider the restaurant’s environment to always be considered to ensure customer retention. The place must be attractive to the customer’s eye and provide all the necessary comfort, such as seat comfort.
Besides, research has shown that customer satisfaction is becoming the most vital part of restaurant industries because the company’s profitability increases with the increase in customer satisfaction (Hanif, Hafeez, & Riaz, 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer, 45). Customer satisfaction is a term that has been used to describe a perception of the consumer towards the company’s product after using that specific good. Also, it describes how customers assess the company’s product in a single manner and compare it with those of the competitive companies. Customer satisfaction is the consumer’s assessment of services and products in terms of whether their wants and needs are met or not (Kotler, 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap, 13). Customer satisfaction is the current product or service performance which are offered to it on the time when clients are using it. Researches stated that customer satisfaction is a crucial element in the long- and short-term development of a company’s brand name. It may be costly to satisfy all the customers’ needs, but if a company gains the satisfaction of the customer, it will offer a long-term correlation between the company brand and clients.
Similarly, studies have been conducted to determine how product price impacts customer loyalty. The findings stated that product price significantly affects customer loyalty and satisfaction (Tsai, Tsai, & Chang, 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer, 730). Many customers constantly research on price then purchase the product from the company providing the most affordable price. Different research prices of products can build or destroy the brand name. Price plays a fundamental role in customer satisfaction as product charges directly affect the customer. Therefore, customers are always satisfied when the price is affordable. Also, the customer’s repurchase attribute is always enhanced with the affordability of the product. Therefore, restaurants must consider the affordability of the price to ensure customer satisfaction and retention.
Data Analysis Method
The research employed a statistical inference approach to analyze data and respond to the research questions. Basically, inferential statistical is an approach where data are analyzed to infer attributes of the basic distribution of probability. By testing hypotheses and deriving estimations, inferential statistical analysis suggests the properties of a given population (Lowry, 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay, 60). The collected data is always assumed to be collected from the entire population. The inferential statistical analysis primarily infers prepositions concerning a population, using the collected data with some sampling form. When the study hypotheses are available, inferential statistics first involves the selection of a statistical model of the process that produces the data and second deriving conclusions from the selected model.
Inferential statistical analysis was selected because it is the best approach in deriving predictions concerning a larger population sample. The research was to determine customer satisfaction in the King restaurant. It involved the survey approaches to obtain the required data to derive the conclusion (Lowry, 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay, 60) . However, all the customers could not be interviewed because of the number. Therefore, a sample of the population was selected to represent the entire population of the area. The collected data was assumed to be from the entire population of the region. Up to that point, inferential statistical analysis was the best approach to infer prediction of how the customers are satisfied.
Statistical inferential is one of the best data analysis approaches as it assists in suggesting a situation for a phenomenon or a situation. When using inferential statistics analysis, an individual can deduce a conclusion based on known facts and observations. In this research, conclusions were drawn based on the responses of the participants. The participants were provided with a questionnaire with questions determining the operations of the restaurant. It had questions on the service quality, waiting time, price, food quality, and overall customer satisfaction. Therefore, the conclusion on whether the King restaurant’s customers are satisfied or not will depend on the general responses of the participants. Also, the analysis will help the restaurant know the specific areas they are not well-performing. The restaurant management will understand the factors resulting in customer dissatisfaction and improve where possible.
While using inferential statistics analysis, there are some basic assumptions that must be made. Some of the common assumptions made include those concerning random sampling, data distribution normality, the scale of measurement, variance equity in standard deviation. One of the essential assumptions made is that of random sampling. When using inferential statistics, it is believed that the data from the research sample represents the entire population of the area. It is believed that the data used to determine the satisfaction level in the King restaurant represents the data of the whole population (Lowry, 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay, 77). The second assumption is that a moderately big sample size is used. A more significant sample means the result distribution represents almost the entire targeted population. The third assumption is that of variance homogeneity. In most cases, equal or uniform variance always occurs when standard deviation samples are almost homogenous. The final assumption is that of the bell-shaped curve. It is believed that when using statistical inferential analysis, the collected data, when plotted, gives out a normal distribution. That is, it should result in a bell-shaped curve.
Data Analysis and Interpretation
The questionnaire used contained six questions that were to be openly answered by the respondents. The participants were required to evaluate the 7-point Linkert scale on the questions proving their satisfaction with the restaurant. Only 107 participants from the entire population of restaurant-goers were randomly selected to respond to the study questionnaires. However, only 75 participants out of the selected 107 samples fully responded to the questions. That accounted for approximately seventy percent of the respondent. The following were the responses to the eight questions in the questionnaire.
The first question tested the satisfaction level of the customers on reception. The question asked whether the staff offered a warm welcome to the guests when they arrive at the restaurant. The responses for this question ranged from strongly agree to strongly disagree. The highest percentage of the respondents agreed that the restaurant staff offered them a warm welcome when they visit the restaurant. In this part, only 75 participants responded to the question. A total of 45 students strongly agreed that they were given a warm welcome on their arrival at the restaurant. Ten of them agreed, two somewhat agreed, seven neither agreed nor disagreed, ten somewhat disagreed, one disagreed, and no respondent strongly disagreed.
The second question was determining service quality at the restaurant. The question asked whether restaurant staff provided quality services at the table. Most of the respondents agreed the restaurant staff was giving their best in ensuring high service quality. The response portrayed that most of the respondents were satisfied with the restaurant services. The third question was determining satisfaction in terms of waiting time. The respondents were asked whether the waiting time between courses was appropriate. The higher percentage strongly disagreed that the waiting time was appropriate. That portrayed the clients were dissatisfied with the waiting time in the restaurant.
The fourth element tested was food quality. The respondents were asked whether they thought the restaurant was providing excellent food. All the respondents strongly agreed all the restaurants provided satisfactory food. They were all satisfied with the food quality of the restaurant. The research also tested the satisfaction on the price of products and services provided in the restaurant. The questionnaire asked whether the price offered was reasonable. Most of them strongly disagreed. They said the food price was too high, making them dissatisfied with the price in the restaurant. The final element was on the general satisfaction of the customers. They were to indicate whether they are satisfied with their visit to the restaurant. A higher percentage of the participants agreed their experience at the restaurant was satisfactory. From the result, it is clear that the respondents were satisfied with most of the services at the restaurant. Apart from waiting time and prices in the restaurant, customers are satisfied with other restaurant services.
Ace my homework – Write my paper – Online assignment help tutors – Discussion, Limitation, and Conclusion
Customer satisfaction is one of the crucial factors that ensure the success and survival of restaurants. It gives the company a competitive advantage in the market by ensuring the retention of the customers. Customer satisfaction is highly influenced by the service quality, customer expectations, and management in the restaurant. Customer satisfaction presents the primary goal and purpose of every company (Tsai, Tsai, & Chang, 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer, 744). Due to high competition in the market, restaurants strive to enhance customer satisfaction and maintain their existing customers. To improve customer satisfaction, the King restaurant must moderate the prices of its products. The findings of the result stated that the prices for food and services in the King restaurant were too high making reducing the satisfaction of their clients. Similarly, the restaurant staff must adjust their waiting time. Between meal courses, the waiting time should be as short as possible to enhance customer satisfaction.
The results collected confirm a statement from the literature that there is a more substantial relationship between product price and customer satisfaction. The lower the product’s price, the more the customers are satisfied with the product and service. The findings of the research proved that product price significantly affects customer loyalty and satisfaction. Customers will always research on price then purchase the product from the company providing the most affordable price. Different research prices of products can build or destroy the brand name. Consequently, they will be loyal to a restaurant that offers the most favorable price. Price plays a fundamental role in customer satisfaction as product charges directly affect the customer.
Limitations
The only limitation we may have experienced is determining honesty in the responses given by the respondents. It is not easy to determine whether the participants were true to their feelings. That is, if their responses genuinely and honestly reflected their feelings about how satisfied they were with the services in the King restaurant. Respondents may just be responding to please the investigator. Therefore, it is hard to determine whether the research objectives were genuinely met.
Conclusion
In a nutshell, the research was to determine the customers’ satisfaction and determine ways of improving their satisfaction. The service quality determines customer satisfaction in a restaurant, food quality, product price, waiting time, and guest reception. Providing a warm welcome to the guests shows how they are valued, enhancing their retention to the restaurant. The quality of services attracts new customers as well as improving the loyalty of the already existing restaurant. The King restaurant must put all the mentioned factors into consideration to ensure the retention of their existing customers and the attraction of the new clients. Therefore, for the management of the King restaurant to improve the satisfaction of their customers, they must consider selling their products and services at a reasonable price as well as reducing the waiting time.

References
Hanif, M., Hafeez, S. and Riaz, A., 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer. Factors affecting customer satisfaction. International research journal of finance and economics, 60(1), pp.44-52.
Heung, V.C. and Gu, T., 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap. Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31(4), pp.1167-1177.
Kotler, P., 2014: 2024 – Essay Writing Service. Custom Essay Services Cheap. Principles of marketing14th Edition. Pearson Education.
Lowry, R., 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay. Concepts and applications of inferential statistics.
Polyorat, K., & Sophonsiri, S. (2010 – Essay Writing Service: Write My Essay by Top-Notch Writer). The influence of service quality dimensions on customer satisfaction and customer loyalty in the chain restaurant context: A Thai case. Journal of Global Business & Technology, 6(2).
Sabir, R. I., Irfan, M., Akhtar, N., Pervez, M. A., & Rehman, A., 2014: 2024 – Essay Writing Service | Write My Essay For Me Without Delay. Customer satisfaction in the restaurant industry; examining the model in local industry perspective. Journal of Asian Business Strategy, 4(1), 18.
Tsai, M.T., Tsai, C.L. and Chang, H.C., 2010 – Essay Writing Service: Write My Essay by Top-Notch Writer. The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality: an international journal, 38(6), pp.729-740.

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