20. 20BUSINESS RESEARCH REPORT. : BUSINESS RESEARCH PRO

Running head: BUSINESS RESEARCH PROJECT
Customer satisfaction and profit generation: A case study of Hell Pizza
Name of the student:
Name of the University:
Author note:

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BUSINESS RESEARCH REPORT
Table of contents
Introduction................................................................................................................................2
Project objectives.......................................................................................................................2
Methodology..............................................................................................................................2
Research tools for data collection..........................................................................................2
Tools for analysing the collected data....................................................................................3
Summary of the project topic.....................................................................................................4
Literature review........................................................................................................................4
Employee satisfaction............................................................................................................4
Employee performance..........................................................................................................4
Customer satisfaction.............................................................................................................5
Impact of employee performance on customer satisfaction...................................................5
Data analysis..............................................................................................................................6
Quantitative data analysis......................................................................................................6
Qualitative data analysis......................................................................................................16
Recommendations based on the research findings...................................................................16
Conclusion................................................................................................................................17
References................................................................................................................................18
Bibliography.............................................................................................................................20
Appendices...............................................................................................................................21

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Introduction
Satisfaction of the customers is vital in the present ambience of competition in the
market. The companies and organizations, in order to sustain the market position,
compromise with customer satisfaction. This approach is a deviant one from the marketing
ethics. In this aspect, generation of profit attains more priority in comparison to profit
generation (Crane, Matten & Spence, 2019). Conducting need analysis on the customers is
beneficial in terms of reaching to the specific needs, demands and requirements. This
assignment attempts to shed light on the relationship between customer satisfaction and profit
generation through the example of Hell Pizza. The main focus in this aspect would be on the
aspects of job satisfaction and employee performance.
Project objectives
The research revolves around the following objectives:
 To explore the approaches of the employees towards the sale of the foods in Hell
Pizza
 To assess the strategies adopted by Hell Pizza for training the employees about
customer satisfaction
 To suggest recommendations for improving the standards and quality of the training
programs in Hell Pizza
Methodology
Research tools for data collection
For collecting the necessary data, mixed method has been adopted. As a matter of
specification, both quantitative and qualitative methods have acted assistance. In
quantitative, survey has been used for collecting the required data on employee performance,

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customer satisfaction and profit generation from 50 customers of Hell Pizza (Mackey &
Gass, 2015). On the other hand, in the qualitative method, 3 managers of Hell Pizza have
been interviewed on the strategies adopted for training the employees on customer
satisfaction.
While collecting the data, the research adopted a liberal approach towards the
customers. This behaviour aligns with the research ethics, which the researcher needs to
maintain. Data Protection Act (2010) was implemented in the data collection process in order
to secure the responses produced by the samples. Signed consent forms are also accounted as
an important element of the research ethics, which the researcher has appropriately followed.
Time and financial constraints acted as an obstacle for the researcher in terms of
accomplishing the identified goals and objectives. Silverman, (2016) is of the view that
availability of more time would have assisted the researcher to conduct secondary method of
data collection and analysis along with the primary methods. Apart from this, the researcher
would have prepared the action plan.
Tools for analysing the collected data
For analyzing the collected data, survey questionnaires have been prepared with due
consideration to the age, gender and qualification of the samples. In this process, the
approach of the researcher was explorative in terms of assessing the attitudes of the managers
of Hell Pizza towards the plan behind organizing training programs for the employees
regarding customer satisfaction. Further, it can be said that deductive approach proved
beneficial for the researcher to deduce relevant conclusions regarding the performance of the
staffs towards achieving customer satisfaction. For analyzing the collected data, MS word
and MS Excel was used for developing exact, correct and authentic data related to the
approaches of the customers and managers regarding the feasibility of post training tests in

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assessing the capability of the staffs of Hell Pizza towards making practical application of the
learnt skills towards achieving customer satisfaction (Alvesson & Sköldberg, 2017).
Summary of the project topic
Hell Pizza has achieved accolades and glory by emerging as a multinational pizza
retail chain in New Zealand. Founded in 1996, the company has spread its operation in the
countries of United Kingdom, Australia, Seoul, India and Vancouver. As a matter of
specification, the company caters to appetite needs of the clients and the customers through
the provision of quality pizza, pasta, dips, desserts and nectar. The company receives intense
competition from Domino’s Pizza (Hellpizza.com, 2019).
The aspects of customer satisfaction is inappropriate in the workplace of Hell Pizza.
This research would act assistance in gaining an insight into the approach of the managers
and the employees regarding customer satisfaction.
Literature review
Employee satisfaction
The workplace conditions needs to be such that the staffs feel an urge to expose better
performance. In this, Herzberg’s theory of motivation can be linked, which reflects the
hygiene factors, motivating the staffs. According to Martinaityte, Sacramento and Aryee,
(2019), the motivational factors are rewards, recognition, praises, incentives and others,
which are used for luring the staffs towards the company services. On the other hand,
hygienic factors like pay, company policies, fringe benefits, physical working conditions and
others generate dissatisfaction among the staffs. These factors need to be avoided for averting
the negative results in terms of accomplishing the identified targets.

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Employee performance
Upon recruitment, the staffs are assigned tasks by the managers for assessing their
capability towards performing in the given environment. The exposed performance is scored
by the managers to make estimates regarding the future actions, which they need to undertake
for upgrading the standards and quality of the operations. In this, Zablah et al., (2016) is of
the view that performance management systems are adopted by the Board for mapping the
exposed performance within certain criteria or performance indicators. Typical example of
these systems are balanced scorecards, 360 degree feedbacks, performance appraisal and
others. Training programs are organized for the staffs for upgrading the standards and quality
of their performance. As per the arguments of Menguc, Auh, Katsikeas and Jung, (2016),
post training tests are conducted for ensuring whether the staffs are prepared for making
practical application of the learnt skills for executing the tasks according to the identified and
specified goals.
Customer satisfaction
The products and the services offered by the brands is for the customers. Strategic
planning towards marketing these products and services yields positive results in terms of
increasing the sales revenue and the profit margin. In this context, the aspect of customer
relationship management can be related. On the contrary, Hill and Brierley, (2017) opine that
adopting the means of survey and feedbacks is fruitful in terms of gaining an insight into the
specific tastes and preference of the clients and the customers. Using privacy cookies and
policies is an effective means for securing the responses of the customers towards the levied
offers and services. In this, Data Protection Act (1998) and Consumer Protection Act is
crucial for ensuring the wellbeing of the customers.
Impact of employee performance on customer satisfaction
If the staffs are conscious about the needs of the customers, they can provide quality
goods and services to the customers. Mention can be made of the efforts of the research and