Case Trattoria DA Luigi-Italian Products Quality&Customer Satisfaction

Research Project
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Table of Contents
1. INTRODUCTION.......................................................................................................................3
1.1 Background...........................................................................................................................3
1.2 Research Aim........................................................................................................................3
1.3 Research objectives...............................................................................................................4
1.4 Research Question.................................................................................................................4
2. LITERATURE REVIEW............................................................................................................5
2.1 Overview...............................................................................................................................5
2.2 Quality of Italian products....................................................................................................5
2.3 Problems in satisfying the customer needs...........................................................................5
2.4 Ways in which customers satisfaction can be improved.......................................................6
3. RESEARCH METHODOLGY...................................................................................................8
3.1 Overview...............................................................................................................................8
3.2 Research design.....................................................................................................................8
3.3 Research philosophy.............................................................................................................8
3.4 Research approach................................................................................................................8
3.5 Data Collection techniques...................................................................................................9
3.6 Sampling...............................................................................................................................9
3.7 Data analysis.........................................................................................................................9
3.8 Ethical consideration.............................................................................................................9
4. DATA ANALYSIS....................................................................................................................10
4.1 Data collection....................................................................................................................10
4.2 Data analysis.......................................................................................................................11
5. CONCLUSION..........................................................................................................................15
Recommendation.......................................................................................................................15
Areas for further consideration.................................................................................................15
REFERENCES..............................................................................................................................17
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TITLE – To evaluate the quality of Italian products and originality to improve customer
satisfaction: A case study on TRATTORIA DA LUIGI
1. INTRODUCTION
In modern era, without customer satisfaction, the company cannot succeed in competitive
market. It is significant for the organisation whether they are belonging from any sector to satisfy
the customer needs. If nay problem has been arising between the organisation and customers
regarding their requirements. Then it is the duty of management to resolve them in appropriate
manner. While providing the services in restaurant then the staff have to speak with them in
proper manner. First they have to provide them menu of food so that they came to know about
what kind of food are provided by this restaurants (Chuang and et. al., 2012). Customer
satisfaction plays an important which help the organisation in order to gain their objectives and
target new customers. The proper strategies have to followed by the manager in order to fulfil the
needs of customers and retain them for a longer period of time.
1.1 Background
As there are many customers whose choices are to eat Italian food. There are primary
factors which are used in food itself such as for cuisine it includes Italian, Japanese, Mexican etc.
The waiters are offering these foods in different styles to attract the large number of customers.
The customer is very crucial if they found that any new restaurant has been opened.
TRATTORIA DA LUIGI this restaurant has been opened recently in Church Street, Stroke
Newington. For restaurant it is essential to improve the customer’s satisfaction. Through this the
organisation can retain long period of time in competitive market. This company have to target
new audience in order to make strong customers base (Di Renzo, 2010). So they have to provide
food according to the choice of customers.
1.2 Research Aim
To evaluate the effectiveness of quality of Italian food and to improve customer
satisfaction: Case study on TRATTOIRIA DA LUIGI.
1.3 Research objectives
 To evaluate effectiveness, the quality of Italian products which has been used by
TRATTOIRIA DA LUIGI.
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 To ascertain the problems in satisfying the customer needs.
 To recommend the ways in which customer satisfaction can be improved.
1.4 Research Question
 What are the products or ingredients are using by this restaurant for making the Italian
food?
 What problems are facing by organisation to improve customer satisfaction?
 What are the recommendation has been provided to organisation in which they can
satisfy the customer needs?
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2. LITERATURE REVIEW
2.1 Overview
In this part different views of authors have been discussed which help the researcher to
collect various information. While obtaining information form these sources the investigator will
not get the reliable and relevant result for their research topic. The investigator can take the
information from internet, books, journals to get the information.
2.2 Quality of Italian products
According to Eckert (2012), it is examined that for every restaurant it is essential to use
high quality foods products. In order to help the purchase high quality of food then the manager
have to take the help of expertise. Through this they will came to know about quality of products
which are using by them. The brand of quality of food should be refer to DOP, IGP, STG and
many more which permit the manager of TRATTORIA DA LUIGI to identify the typical
product which has been obtained by them. The products with the collective brand are controlled
and certified by the organism which gives the guarantee for conformity.
The chef of this restaurant are using high quality of products which are used in Italian
food and help them to attract the customers from different places. At new place the food should
be provided according to the taste of customers (Ryu and Han, 2010). This restaurant is
providing the food in container also to take the food for homes. The ingredients of food should
be used in appropriate manner.
2.3 Problems in satisfying the customer needs
In modern era, it is essential to customer needs by conducting proper market research.
There are many reasons which become the problem of organisation in satisfying the customer
needs. As stated by Haghighi and et. al., (2012), it is reserved that for opining new restaurant at
new place then the company have to provide food according to the taste of customers. The
quality of food must be good so it depends on the chef that how they are making the food. As
this restaurant is new for Church street place and it is difficult for them to satisfy the customer’s
needs. The marketing manager of this company have to conduct proper market before opening
restaurant at new place.
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The managers are not able to identify that the taste and preference of customers in order
to provide quality of foods. As per view of Han, Kim and Hyun (2011), it is reserved that the
following are problems which can be faced by the organisation in terms of providing delicious
food.
Quality and quantity of food – To identify the problems of customer satisfaction the
company first have to set the how much quantity of food should be given to customers. The
quality of food should ensure that customers are satisfy with the food ingredients.
Delivery of food – While the customers are going to restaurant and they order the food.
At this the delivery of food should be on time. For example, if waiter is serving the food to
customers and the food is not properly arriving with customers then they are not satisfying the
needs of customer.
Different culture – There are many customers who are belonging from different cultures
then it became the problem of organisation to satisfy their needs. Different culture is having
different taste of food, quality or quantity.
2.4 Ways in which customer’s satisfaction can be improved
There are many ways in which customer’s satisfaction can be improved by the
organisation at new place. For making customer base strong, TRATTORIA DA LUIGI
restaurant have to properly identify the needs of customers (Lee, Cho and Ahn, 2012). It is is
important for the firm because if the customers satisfaction is there they can target new audience
also. Through this they will retain in market for a long period of time. According to Hume and
Sullivan Mort (2010), it is depicted that the following are some ways in which the firm can
improve the customer satisfaction.
Increase the friendliness of staff – In restaurant, the manager has to concentrate on the
customer service and provide proper ongoing training to entire staff. Training should be provided
on priority basis. So the employees can deliver best services to them. The customer will fell
happy when the staff is extra-friendly and willing to go for the extra mile. While training giving
to staff it is a customer service technique.
Reward to customers – The manager of restaurant can earn the loyal customers with the
help of customer royalty programme. While conducting the proper loyalty programme it is the
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