Customer Satisfaction (Burger King)

EFFECT OF CUSTOMER SATISFACTION IN BURGER KING SEKSYEN 13 SHAH ALAM

ABSTRACT 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 businesses, an organization needs to focus on the degree to which a customer is satisfied with its products and/or services of the organization. This research proect is based on the comparative study on customer satisfaction at !urger "ing, #alaysia. The original applications presented through this paper implement the #$%& 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 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 future researchers in managing these limitation. Key words: Customer satisfaction, food 'uality, price, service CHAPTER 1: INTRODUCTION INTRODUCTION )ast-food business is one the most common business mostly in developed countries that depicts a process of delivering foods more 'uickly than other any other restaurant system and it takes less time 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 people who have significant influence and impact on the business, including fast-food business. Customer satisfaction is the personal feelings about foods and services in the fast-food business that 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 competitive business environment throughout the international markets. Customer satisfaction is a behav behaviou ioural ral appro approach ach of the custom customer ers s that that can can be defin defined ed as the level level of satisf satisfac actio tion n by the customers after buying and/or consuming a particular product/service from a business. The level of  customer customer satisfactio satisfaction n has been playing significant significant roles roles to develop develop organiz organizatio ational nal policies policies and obectives as well as business strategies to increase customer satisfaction through providing 'uality products products and/or and/or services services to the customer. customer. )or eample, eample, 0ill et al. *+1 have mention mentioned ed that customer satisfaction is regarding regarding one of the most important aspects within a business to focus profits of the busin business ess throu through gh custom customer er satisf satisfac actio tion, n, employ employee ee satis satisfac factio tion n by virtue virtue of custom customer  er  satisfaction, returns to shareholder by customer satisfaction, impacts of customer satisfaction on macro-environment and so on. 1

"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  epectations, brand, physical distribution and location of the store, and taste of the product and other  related things. This research proect 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 proect. The researcher is self-motivated to carry out such type of research proect. 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 eplore and analyse eisting 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 proect has significance from organizational perspective. The research proect is designated in such a way that will improve knowledge and understanding of the business management through analysing customer satisfaction. %o, this research proect has importance from personal view.

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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 eist 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 epectation and perception of customers about the food 'uality of staff there.

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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 epectation 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 epected.

RESEARCH UESTION 6eference to the research obective 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 epectation and perception towards service of the staff at fast

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food restaurant9 7hat are the factors that influence the )ood :uality in !urger "ing and how do these factors

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affect the eperience and satisfaction of customers9 0ow does the price influence customer dining eperience satisfaction in !urger "ing9

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RESEARCH OB!ECTI"E The purpose of this research is to attempt to solve the problem statement mentioned. The research obectives can be divided into two categories which are the general obective and specific obectives. GENERAL OB!ECTI"E ;eneral obective of a study states what researchers epect to achieve by the study in general terms.