Factors Affecting Customer Satisfaction in Catering Industry: A Study

This dissertation investigates the factors influencing customer satisfaction within the catering industry, using Food by Dish, UK, as a case study. The research aims to identify key factors affecting customer satisfaction, understand customer buying behavior, and recommend strategies for enhancing customer satisfaction. The study includes a literature review covering the importance of customer satisfaction, factors influencing customer decision-making, and strategies for achieving higher customer satisfaction levels. The methodology section details the research approach (inductive), design (exploratory), philosophy (interpretivism), data collection methods (primary and secondary), sampling technique (random), and data analysis (qualitative using thematic analysis). A Gantt chart provides a timeline for the project. The findings are expected to provide actionable insights for Food by Dish to improve customer satisfaction and gain a competitive edge in the market.

Dissertation
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TABLE OF CONTENTS
Title: ................................................................................................................................................3
Aim .............................................................................................................................................3
Objectives ...................................................................................................................................3
B rationale of the selected topic.......................................................................................................3
C Proposed literature review ...........................................................................................................3
Importance of customer satisfaction ...........................................................................................3
Factors which influence the decision making of customers .......................................................4
Strategies for attaining higher degree of customer satisfaction ..................................................5
D Detailed methodology .................................................................................................................5
E. Gantt chart ..................................................................................................................................7
REFERENCES................................................................................................................................8
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TITLE:
“To identify the factors affecting customer satisfaction in catering industry ” – A study on Food
by Dish, UK (Food by Dish, 2016).
Aim
“To identify the factors affecting customer satisfaction in catering industry ” – A study on Food
by Dish, UK
Objectives
 To determine the importance of customer satisfaction in modern era
 To determine factors affecting buying behavior and satisfaction level of people in the market
 To recommended the way through which Food by Dish, UK can enhance the degree of its
customer satisfaction
B RATIONALE OF THE SELECTED TOPIC
In the modern era, acquiring higher degree of customer satisfaction has become one of
the most crucial aspects for companies. Furthermore, it is required by companies to focus in
delivering satisfactory products and services to customers in order to acquire higher degree of
satisfaction. Over the last few years, the competition among catering service provider in UK has
become highly intense and this has created several kinds of obstacles in increasing sales and
profits of companies (Cesarotti and Spada, 2009). The main reason or rationale behind carrying
out the present research is to identify the major factors which affect satisfaction level of people
in the market. This study will help the selected business enterprise to identify and focus on key
areas through which higher degree of customer satisfaction can be gained. Another reason behind
conducting the present research is that it will assist in getting aware of the key strategies which
can be used by Food by Dish to enhance its degree of customer satisfaction.
C PROPOSED LITERATURE REVIEW
Importance of customer satisfaction
As per the view of Bennett and Thiele (2004) Customer satisfaction can be defined as the
degree or level to which products and services of a company meet the demand of people in the
market. In the modern era, customers are being made avalaiable with wide range of options and
alternatives avalaiable to choose from. This means that if they are not satisfied by the product
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and service of one company then they will directly switch to other market players operating in
the industry. In terms of catering service industry, it can be stated that the competition has
become very intense as there are many small and big market players operating in the country.
According to the view of Cesarotti and Spada (2009) customer satisfaction is important because
it help companies in getting competitive advantage over other market players. This can be
justified by the fact that higher degree of customer satisfaction results in encouraging people to
choose products and services of a particular market player over and over again. This means
customers satisfaction results in repeat purchase which help businesses to ensure long term
growth and profitability. However, Matzler and et.al., (2008) has critically argued that acquiring
higher degree of customer satisfaction is not an easy task and it is required by companies to
invest large amount of resources in the same. For example changes in product and services needs
to be carried out at regular intervals to create sense of satisfaction among customers. Another
main advantage of customer satisfaction is that it helps in carrying out word to mouth publicity
which is very beneficial for any business enterprise. Swan and et.al., (2002) has explained that a
satisfied customers always promote and market products and services of a particular business
organization. This results in carrying out marketing activities without placing much efforts and
resources. Customer satisfaction is also important because it help companies in introducing new
product or service in the market.
Factors which influence the decision making of customers
The buying behaviour or decision making of people in the market is influenced by wide
range of factors and all those factors are needed to be considered by a company. According to
Valentine and Powers (2009) culture is a major factor which influence decision making of
customers as it helps in determining whether a product or service should be selected or not. On
the contrary of this, has critically argued that personal factors such as income level, age, marital
status, occupations are the most important factors which help in making decision. At the time of
buying a particular product or service, a person mostly determines the fact that whether he/she
has purchasing power for the same or not. Social and psychological are two other factors which
affect the decision making or buying behaviour of people in the market.
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Strategies for attaining higher degree of customer satisfaction
At present there is wide range of strategies available and these strategies can be used by
companies in order to attain higher degree of customer satisfaction. .Victorino, Verma and
Plaschka (2005) has explained that in order to enhance level of customer satisfaction, companies
can make use of market research. According to this strategy, research can be carried out at
regular intervals in order to identify the changing need and demand of people in the market. On
the basis of information collected, products and services can be developed and delivered to gain
higher degree of customer satisfaction. Other than this, market research can also help in
identifying the gap between demand and supply in market. As per the view of focusing upon
customer loyalty in long run is another most effective strategy which can be used to gain and
enhance the degree of client or customer satisfaction.
D DETAILED METHODOLOGY
 Research approach – It can be termed as the path or way which helps in carrying out a
particular research in the best possible manner. The uses of research approach supports
scholar in determining the effective tools and techniques which can be used to achieve
aim and objective of a study (Flick, 2015). The concept of research approach is broadly
divided into two main categories which are deductive and inductive. For the purpose of
conducting investigation on identifying the factors affecting customer satisfaction,
inductive approach will be used. The rationale behind this is that the selected approach
entirely depends on observations, theories and therefore it is more suitable as per the
nature of current research.
 Research design – The concept of research design is linked with systematic plan which
is being used to determine the key problem linked with the study selected. This means
that it is very important for a researcher to adopt appropriate and suitable research design
(Gast and Ledford, 2014). The main research design avalaiable includes descriptive,
exploratory, case study, experimental etc. For conducting research on identification of
factors affecting customer satisfaction in catering industry, exploratory research design
will be implemented. The rationale behind this is that the use of this research design will
help in identification of key factors which needs to be considered for getting higher
degree of customer satisfaction.
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 Research philosophy – The concept of research philosophy can be broadly categorised
into two different areas which are interpretivism and positivism. It can be stated that
research philosophy is linked with belief and values of researcher with acts as guidelines
to carry out research in the best possible manner (Mackey and Gass, 2015). In order to
conduct research on identification of key factors affecting customer satisfaction,
interpretivism research philosophy will be used. The rationale behind this is that it will
cover the reality linked with the research.
 Data collection – It can be termed as one of the most important section of a research as it
is linked with selection of appropriate sources to collect data (Leary, 2011). Furthermore,
secondary and primary are the two major sources of data collection which are mostly
used while conducting a research. In order to conduct study on identifying the factors
affecting customer satisfaction both primary and secondary sources will be taken into
consideration (Taylor, Bogdan and DeVault, 2015). Here, primary information will be
gathered from customers in catering industry. On the other side of this, sources such as
book, online websites and journals will be used to collect secondary data for
investigation.
 Sampling – At the time of collecting primary data, it is required by a researcher to
determine suitable sample, sampling method and size. The rationale behind this is that the
use of sample support in collecting the most reliable and accurate information about the
topic selected for research (Mackey and Gass, 2015). This study aims at carrying out
investigation on factors affecting customer satisfaction in catering industry and therefore,
random sampling method which is a part of probabilistic sampling technique will be
used. Here, the data will be collected through 50 customers in catering industry.
 Data analysis – It is the process in which raw information collected through various
sources is evaluated to obtain suitable findings and valid conclusion (Panneerselvam,
2014). In this research, qualitative technique of data analysis will be used where
information collected will be presented in form of charts and tables and will be evaluated
using thematic analysis.
E. GANTT CHART
The time line of current project has been presented as follows-
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Activities/Duration in weeks 1 2 3 4 5 6 7 8 9 10 11 12 13
Identifying research problem
Preparing the dissertation proposal
Stating aim and objectives
Writing literature review
Selecting appropriate research
methodology
Collecting primary information
Collecting secondary information
Analysis of collected information
Drawing valid outcome
Draft the report
Submission of report
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REFERENCES
Journals and books
Bennett, R. and Thiele, R. S., 2004.Customer satisfaction should not be the only goal. Journal of
Services Marketing. 18(7). pp.514 – 523.
Cesarotti, V. and Spada, C., 2009. A systemic approach to achieve operational excellence in hotel
services. International Journal of Quality and Service Sciences. 1(1). pp.51 – 66.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gast, D.L. and Ledford, J.R., 2014. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Leary, M.R., 2011. Introduction to behavioral research methods. Pearson Higher Ed.
Mackey, A. and Gass, S. M., 2015. Second language research: Methodology and design.
Routledge.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Matzler, K. and et.al., 2008. How to delight your customers. Journal of Product & Brand
Management. 5(2). pp.6 – 18.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Swan, E. J. and et.al., 2002. Customer involvement in the selection of service specifications.
Journal of Services Marketing. 16(1). pp.88 – 103.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Valentine, B. D. and Powers, L. T., 2009. Response quality in consumer satisfaction research.
Journal of Consumer Marketing. 26(4). pp.232–240.
Victorino, L., Verma, R. and Plaschka, G., 2005. Service innovation and customer choices in the
hospitality industry. Managing Service Quality. 15(6). pp.555 – 576.
Online
Food by Dish, 2016. [Online]. Available through; <https://www.google.co.in/search?
q=Food+by+Dish&oq=Food+by+Dish&aqs=chrome..69i57j0l5.1526j0j7&sourceid=chrom
e&es_sm=93&ie=UTF-8>. [Accessed on 15th November 2016].
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