How food quality, price and service quality affects customer satisfaction: A case study on Bistro Restaurant in St. James Court, A Taj Hotel, London

Running head: DISSERTATION
How food quality, price and service quality affects customer satisfaction: A case study on Bistro
Restaurant in St. James Court, A Taj Hotel, London
Name of the Student
Name of the University
Author Note

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Acknowledgement
Thank you to all of those who have aided, heeded and heartened me throughout this research
work. I am obligated to my overseer ......................... whose leadership, guidance and
tolerance have been immense. My earnest thanks to all members of the............... [Mention
your university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the members in the study: pupils, tutors and Local Education
Authorities, for the time and assistance given all the way through. Without their contribution,
this investigation would not have been possible.

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Abstract
The main objective of the restaurants around the world is to provide delicious and satisfying food
to the customers. However, the responsibility of the restaurants do not end here. Such restaurants
are also required to provide certain satisfactory services to the customers so that they have a
comfortable experience within the restaurant. Furthermore, the restaurants should ensure that the
quality of the food provided to the customers is also up to the mark. Another area where the
restaurants should ensure proper management is their way of behaving with the customers.
Behavior plays a very significant role in the field of hospitality industry. The main aim of the
research is to understand the concepts of food quality and service quality and analyze their
importance on the factor of customer satisfaction with regards to the hotel and hospitality
industry, by placing special attention to the Bistro restaurant of Taj in London. The significance
of this research lies in the fact that it has looks in to the factor of customer satisfaction which is
very important for the hotel and hospitality industry. In this industry, the quality of the food is
very important. People come to the restaurants in order to enjoy delectable food and this can be
ensured by the hotel itself. Furthermore, the service quality of the restaurant is also important for
the satisfaction of the customers as good behavior always makes people happy. Thus, with the
aid of this research, the researcher tries to make the readers aware about how food quality and
service quality affects customer satisfaction. The second chapter on literature review examines
the different sources of literature such as books, articles and academic journals where the
viewpoints of different authros are mentioned. The third chapter shows the research
methodology that is followed in the course of the research. This includes the positivism research
philosophy, deductive research approach, descriptive research design. Furthermore, the data has
been collected from the secondary sources and analyzed in a qualitative manner. Five customers
who are frequent at the Taj in London have been interviewed and their responses have been

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analyzed in the fourth chapter. The fifth chapter is the concluding chapter which provides certain
recommendation in order to maintain the satisfaction of the customers.

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Table of Contents
Chapter 1: Introduction....................................................................................................................7
1.0 Overview................................................................................................................................7
1.1 Problem Statement.................................................................................................................7
1.2 Research Aim.........................................................................................................................8
1.3 Research Objectives...............................................................................................................8
1.4 Research Questions................................................................................................................8
1.5 Research Rationale................................................................................................................9
1.6 Summary................................................................................................................................9
Chapter 2: Literature Review.........................................................................................................10
2.0 Overview..............................................................................................................................10
2.1 Concept of service quality...................................................................................................10
2.2 Concept of customer satisfaction.........................................................................................10
2.3 Conceptual framework.........................................................................................................11
2.4 Factors affecting food quality..............................................................................................12
2.5 Factors affecting price of food.............................................................................................13
2.6 Factors affecting service quality..........................................................................................15
2.7 Influence of food quality, price and service quality on customer satisfaction....................16
2.8 Summary..............................................................................................................................18
Chapter 3: Research Methodology................................................................................................19

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3.0 Overview..............................................................................................................................19
3.1 Data Analysis Technique.....................................................................................................19
3.1.1 Using in Semi Structured Interview Approach.............................................................19
3.2 Research Approach..............................................................................................................20
3.3 Research Philosophy............................................................................................................20
3.4 Research Design..................................................................................................................21
3.5 Data Collection Process.......................................................................................................21
3.6 Sampling Technique............................................................................................................21
3.7 Validity and Reliability in Research....................................................................................22
3.8 Ethical Considerations.........................................................................................................22
3.7 Summary..............................................................................................................................22
Chapter 4: Data Analysis...............................................................................................................23
4.0 Over view.............................................................................................................................23
4.1 Data Findings.......................................................................................................................23
4.2 Data Analysis.......................................................................................................................25
4.3 Summary..............................................................................................................................27
Chapter 5: Conclusion...................................................................................................................28
5.0 Over view.............................................................................................................................28
5.1 Linking with Objectives......................................................................................................28
5.2 Recommendations................................................................................................................29

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5.3 Scope of Future Research....................................................................................................29
References:....................................................................................................................................30
Appendix........................................................................................................................................37
Appendix 1: Interview Schedule...............................................................................................37

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Chapter 1: Introduction
1.0 Overview
The main objective of the restaurants around the world is to provide delicious and
satisfying food to the customers (Kim, Vogt and Knutson 2015). However, the responsibility of
the restaurants do not end here. Such restaurants are also required to provide certain satisfactory
services to the customers so that they have a comfortable experience within the restaurant.
Furthermore, the restaurants should ensure that the quality of the food provided to the customers
is also up to the mark (Radojevic, Stanisic and Stanic 2015). Another area where the restaurants
should ensure proper management is their way of behaving with the customers. Behavior plays a
very significant role in the field of hospitality industry.
In order to understand the factor of customer satisfaction, it is first important to
understand how the quality of the food and the service provided by the restaurants affect such
customer satisfaction (Bruns-Smith et al. 2015). The taste of food depends upon the various
measures undertaken during the time of preparation. Furthermore, it also depends upon the
person who prepares it. Similarly, the service provided by the restaurant also depends upon the
humane factor (Kotler et al. 2017). Thus, from this is can be observed that customer satisfaction
depends upon the personality of the people engaged in the industry and the quality of the product
provided to them.
1.1 Problem Statement
There are many factors which affects the satisfaction of the customers such as that of the
quality of the food, the service quality provided to the customers and the way an employee