Service Quality and Customer Satisfaction Study
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Added on 2019-12-03
Service Quality and Customer Satisfaction Study
Added on 2019-12-03
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DISSERTATIONImproving ‘Service Quality’ standards in aUK retail catering company - Letheby andChristopher
ACKNOWLEDGMENT
ABSTRACT
CONTENTSCHAPTER 1: INTRODUCTION.........................................................................................................................11.1.Introduction11.2.Company Background11.3.Relevance of the research for Levy restaurant21.4.Academic relevance of research31.5 Aim and Objectives of research4CHAPTER 2: LITERATURE REVIEW...............................................................................................................62.1. Introduction62.2. Service Quality and its relationship between Customer satisfaction and customer loyalty72.3. Importance of service quality in improving the overall efficiency of the business92.4. Measuring service quality by SERVQUAL, DINESERV and RSQS model112.5. Role of employees and managers in achieving, maintaining and improving the service quality in the company152.6. Factors responsible for Letheby & Christopher catering company to remain passive in case of service quality162.7. Current process of quality service in Letheby & Christopher catering company172.8. Conclusion18CHAPTER 3: RESEARCH METHODOLOGY....................................................................................................193.0. Introduction193.1. Research Philosophies193.2. Justification of the Research203.3. Research approach and Type of Research213.4.Methods of Data Collection213.5.Sample Selection223.6.Data Analysis223.7.Validity and Reliability223.8.Research Ethics233.9.Research Limitations23CHAPTER 4: DATA ANALYSIS AND FINDINGS............................................................................................25CHAPTER 5: CONCLUSIONAND RECOMMENDATIONS.................................................................................26CHAPTER 6: REFLECTIVE STATEMENT.......................................................................................................27REFERENCES..........................................................................................................................................28
List of FiguresFigure 1: The SERVQUAL model of analysis...........................................................................................11Figure 2: The Retail Service Quality Scale................................................................................................13
CHAPTER 1: INTRODUCTION1.1.IntroductionMost of the companies engaged in service businesses are making their best efforts inorder to improve their service quality with a view to satisfy their customers, especially in regardswith the retail catering industry (Brady and Cronin, 2001).By providing better quality services,organizations will be in a position to increase the level of profits, satisfaction as well as loyaltyfrom the potential customers. Customers are the mainstay for almost every organization,especially for the companies engaged in service and retail sector. If these firms are capable ofrendering efficient services to their potential customers than surely they will make theirconsumers feel contended. This will in turn going to increase the sales as well as profits of thefirms. Thus, it can be attributed that satisfaction of customers and profits of the companies goside by side. Thus, it is important on the part of management to concentrate on improving thequality of services. The subsequent research report deals with analyzing the factors that helps inimproving the quality of services with special reference to Levy restaurant, which was popularearlier by the name of Letheby & Christopher Ltd. In the present research, both primary and secondary research methods are being used bythe researcher. The primary research will be conducted by making use of survey method. For thepurpose of conducting survey, a questionnaire will be prepared, which will distributed to variousemployees and customers of the company. Employees are being included in the survey becausethrough them researcher will be able to have access on internal information regarding variousprocesses of the company. 200 customers as well as 50 employees will be approached by theresearcher. They will be approached during the time of event randomly. In addition to this, theresearcher has made use of dimensional sampling in order to select the appropriate samples fromthe whole population. Thus, the total number of respondents in this study will be 250. 1.2.Company BackgroundThe current research is being undertaken in Levy restaurant. It was earlier known asLetheby & Christopher Ltd. The company provides premium quality vending and food servicesto major sports and entertainment venues at a number of locations in the UK. These locationscomprise the Millennium stadium, Reading Football Club, Wembley Arena, Henley Regatta,West Ham United Football Club, Edgbaston Cricket Ground and Henley Festival. Out of all1
these locations, the present research will focus only on Wembley Arena, which is situated innorth-west London (Brady and Cronin, 2001).The case company falls under the umbrella of well established catering conglomerate inthe UK known as the Compass Group. As per the Levy’s financial annual sales report, thecompany is being earning steady profits since the year 2005. However they have also comeacross with various challenges during duration of this length. The company is facing suchdifficulties, probably because of their negligence of some of the important aspects of servicequality. They are overlooking several issues related to service quality such as assuring,maintaining and controlling. Thus, it becomes crucial on the part of organization to uncoverthese problems so as to achieve higher standards of service quality. . [this should be in nextsection, but needs to be a lot more specific about possible problems. Again, the ref here cannotpossibly be relevant. It is basically dishonest to stick in refs that bear no relation to the text, soplease stop it]1.3.Relevance of the research for Levy restaurant Having been an employee of Compass group for over six years now, I currently hold therole of floor manager at several of their sites. Being in any organization for extended period oftime, it makes it easier for me to clearly visualize the faults of the company, if any.Based on myown experience and also interviews with the Assistant General Manager and Staffing Manager oflevy restaurant at Wembley arena, the following areas of weaknesses are being identified andthese are underestimating and overlooking several aspects within the business like controllingand assuring service quality, customer satisfaction, lack of direct customer feedback, lack offeedback from management to employees and possible product development (Shkira and Gabeta,2013). Levy’s restaurant had a belief that by defining and developing quality service standards,any catering company can achieve the long term success. Further, the company also takes intoconsideration quality practices and standards so as to maintain the satisfaction level of thecustomers. Each and every guest of the restaurant is greeted by warm welcome, heartfeltinvitation to return and they are also served with pride by the employee’s of the hotel. All theseservice qualities make the customers satisfied and propel them to visit the restaurant repeatedly.Attributing from the above it can be said that service quality plays a major role in cateringcompany. 2
For those customers, whose food service experience is limited up to fast food and casualrestaurants, the perception of quality experience will be different in comparison with thecustomers who often support and patronize full-service restaurants. Thus, meeting theexpectation of the customers, who have very limited experience of full-service restaurants, willbe very difficult and crucial for the catering companies. Unless and until the food production andservice standards are established in the company, the customers will be going to experiencemany levels of quality (James, Evans and Lindsay, 2002). Any research is generally carried out to add sufficient knowledge to the existingknowledge base and it has some relevance and importance in the contemporary businessenvironment (McBurney and White, 2009). The topic undertaken for the study also has a highdegree of significance in the field of retail catering business. In this current competitive marketand economic scenario, it becomes really difficult for the catering companies to sustain effectivebusiness in the market. In order to meet the specifications of the customers, each and everyorganization is making their best efforts. Thus, in order to be distinctive, catering companies arerequired to have some differentiation in their products and services such that they can beidentified as different from the crowd. The companies engaged in catering business can achievethis differentiation by offering innovative products and service, through speedy and timelydelivery, low pricing and strong marketing strategy (Cronin and Taylor, 1992). With reference to the above facts the current research report will investigate whether thequality service helps in improving the overall efficiency of the business. Further, it will alsoevaluate the current service quality process being followed in Levy restaurant (CompanyOverview of Letheby & Christopher Ltd, n.d). The result and findings of this research willprovide assistance to the company in improving their service quality standards as well as willhelp them in meeting out the expectations of the customers effectively. 1.4.Academic relevance of researchIn any of the research, the literature review part is being defined as a process, whichanalyzes the relevant past theories and data in regards with the subject of the research. It is alsoused by the researcher in order to comprehend the critical points of current information availableabout the topic (Fisher, 2007). This review is being performed with a view to investigate varioussecondary sources. Many previous researches were being done by various authors such as Oliverand Cronin and Taylor in the year 1980 and 1992 in regards with ‘service quality’ and ‘customer3
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