Analyzing Customer Satisfaction in Service and Food Quality in Fuel Shaq

This research aims to analyze the impact of customer satisfaction in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. It explores the factors affecting customer satisfaction, the concept of food and service quality, and the SERVQUAL model. The research methodology includes a positivism philosophy, deductive approach, descriptive design, and survey research strategy.

Running head: RESEARCH METHODOLOGY
Research Methodology
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
1. Overview..................................................................................................................................3
Problem statement.......................................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................4
Research questions.......................................................................................................................4
Research hypothesis.....................................................................................................................4
Research rationale........................................................................................................................5
Structure of the dissertation.........................................................................................................5
Summary......................................................................................................................................5
2. Literature review......................................................................................................................6
Concept of customer satisfaction.................................................................................................6
Factors affecting customer satisfaction.......................................................................................6
Concept of food and service quality............................................................................................7
Dimensions of service quality.....................................................................................................8
SERVQUAL model of service quality........................................................................................9
3. Theoretical framework.............................................................................................................9
4. Methodology..........................................................................................................................10
Research philosophy..................................................................................................................10

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Research approach.....................................................................................................................10
Research design.........................................................................................................................10
Research strategy.......................................................................................................................11
Sampling technique and sample size.........................................................................................11
Data collection process..............................................................................................................12
Data analysis technique.............................................................................................................12
Ethical considerations................................................................................................................12
5. Project schedule......................................................................................................................13
6. Estimated cost.........................................................................................................................14
References......................................................................................................................................16

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1. Overview
Customers are the significant and key external stakeholders that business organizations need
to emphasize on for ensuring profit and revenue generation. According to Al-Tit (2015), business
organizations should engage and strategize for developing a satisfied customer base. Having a
satisfied customer base is necessary for the business organizations irrespective of the business
sector they operate. Customer satisfaction provides competitive advantage for the business
organizations and being the best one among the existing competitors in the eye of the target
audiences. However, on the other hand, ensuring customer satisfaction is often challenging
because of the varied need and preferences of the target audiences and combating with the
constant customer changes (Wu, Huang & Chou, 2014).
Problem statement
Customer satisfaction in food and service in fast food restaurants is evident because the
needs and expectations of the customers are fairly distinctive. The primary customer satisfaction
arises because of the quality of the food and service in the fast food restaurant. Upon visiting the
fast food restaurant, if the customers do not get prompt response from the employees serving in
the fast food restaurant, customer satisfaction is questioned. Additionally, if the employees fail to
be empathetic and warm towards the customers upon their visit to the restaurant, customer
satisfaction is also questioned. Moreover, food, its presentation, temperature and taste is also not
up to the mark in fast food restaurant due to toe nature of the business sector that affects the level
of customer satisfaction negatively (Lai, 2015).

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Research aim
The aim of the research is to analyze the impact of customer satisfaction in service and
food quality in Fuel Shaq, a fast food restaurant in Malaysia.
Research objectives
The objectives of the research are:
 To understand the concept of customer satisfaction
 To critically analyze the factors affecting customer satisfaction in service and food
quality in Fuel Shaq
 To identify the customer satisfaction issues in service and food quality in Fuel Shaq
 To provide suitable recommendations for improving customer satisfaction in service and
food quality
Research questions
The research questions are:
 What do you mean by customer satisfaction?
 What are the factors affecting customer satisfaction in service and food quality in Fuel
Shaq?
 What are the customer satisfaction issues in service and food quality in Fuel Shaq?
 What are the customer satisfaction issues in service and food quality in Fuel Shaq?
Research hypothesis
The hypotheses of the research are:
H0: Customer satisfaction in service and food quality has no impact on fast-food restaurant

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H1: Customer satisfaction in service and food quality has an impact on fast-food restaurant
Research rationale
Undertaking the research is significant because this will help in analyzing the
effectiveness of customer satisfaction in service and food quality in Fuel Shaq, a fast food
restaurant in Malaysia. This research is significant because this will help in identifying the gap
the customer satisfaction gap that exists in terms of service and food quality in fast food
restaurants in respect to Fuel Shaq in Malaysia. Identifying the reasons of inadequate customer
satisfaction in service and food will help in analyzing its significance for fast food restaurant
Fuel Shaq. Additionally, addressing the main customer satisfaction issues will help in developing
strategies for overcoming it suitably (Izogo & Ogba, 2015).
Structure of the dissertation
The overall dissertation is completed in five chapters that include introduction, literature
review, research methodology, data analysis, conclusion and recommendations. Each of the
chapters plays a significant role in completing the entire dissertation successfully, as the chapters
are developed consecutively with the aim of completing the research appropriately.
Summary
Therefore, from this chapter, it can be summarized that adequate and relevant information
about customer satisfaction in service and food quality in fast food restaurant has been provided
in this chapter that helped in developing research aim, objectives and hypotheses suitably
thereby, helping in completing the research successfully.

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2. Literature review
Concept of customer satisfaction
The term customer satisfaction is used frequently in marketing, as a business cannot grow
without happy and satisfied customer base. As mentioned by Agnihotri et al. (2016), the concept
of customer satisfaction highlights measuring how products and services sold by the business
organizations either meet or exceeds the expectation of the customers. However, as argued by
Orel and Kara (2014), customer satisfaction is also defined as the total number of customers
whose experience with the business organizations, the products and the services surpasses the
specified satisfaction goals. It is necessary for the business organizations to have a satisfied
customer base for gaining competitive advantage. Considering the fast food restaurant sector,
ensuring and achieving customer satisfaction is of utmost significance for surviving the fierce
and competitive market.
Factors affecting customer satisfaction
When it comes to fast food restaurants, the level of customer satisfaction is influenced by
food and service quality of the respective fast food restaurant. Food quality in fast food
restaurants is defined by the presentation, temperature, hygiene, nutritional value and cleanliness
of the respective restaurant. According to Dabholkar (2015), customer satisfaction is largely
affected by the appearance and temperature of the food that is being served to them. A simple
food presented beautifully that is warm influences and improves the level of customer
satisfaction largely than a food served which is dull looking and cold to the pallet. However, as
argued by Dhar (2015), customer satisfaction in fast food restaurants is not only influenced by
the physical appearance of the food but affected by the nutritional value and hygiene of the food
presented to the customers. Customers have become health conscious and they prefer foods with

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suitable and required nutrition and hygienic. Therefore, customer dissatisfaction in Fuel Shaq
occurs when the fast food restaurant are unable to fulfill the aforementioned attributes in terms of
food quality.
Apart from food quality, service quality also determines the level of customer
satisfaction. As mentioned by Yarimoglu (2014), the cleanliness of the restaurants affects
satisfaction among the customers largely. Upon visiting the restaurant, if the customers do not
find restaurant clean, the satisfaction level is highly questioned. Therefore, if a customer sees a
restaurant that is not clean affects satisfaction level of the customers negatively. However, as
argued by Raunch et al. (2015), the responsiveness and empathetic nature of the employees
towards the customers when they visit the restaurant influences the level of customer
satisfaction. Therefore, if the employees of Fuel Shaq are not responsive and empathetic, the
customer satisfaction is affected negatively largely.
Concept of food and service quality
Service and food quality are crucial when it comes to fast food restaurants and its impact
on customer satisfaction. As mentioned by Khan and Fasih (2014), service quality is defined as
the assessment conducted for determining whether the service offered by the business
organizations is capable of fulfilling the needs and expectations of the customers while availing
the foods and services. However, as criticized by Lee and Kim (2014), the concept of service
quality is to determine the gap between the expectation and perception of the customers in terms
of the products and services they has to offer. Service quality is calculated by the equation (SQ =
P - E).

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Dimensions of service quality
The different dimensions of food and service quality include tangibles, responsiveness,
assurance, empathy and assurance. In Fuel Shaq, for ensuring customer satisfaction the
aforementioned dimensions of service quality needs to be fulfilled suitably.
Tangibles: Tangibles in service quality is crucial because this determines the level of
satisfaction and appropriateness of the service among the customers. Appropriateness in terms of
tangibility helps in creating positive and suitable first impression that stays forever. The first
impression of the service quality of the fast food restaurants can be defined in terms of the
physical appearance of the restaurants, décor, staff behavior and the interior of the restaurant
(Yarimoglu, 2014).
Assurance: In fast food restaurants, assurance is a significant aspect that defines food and
service quality both. Assurance helps in developing trust and confidence among the customers
that influences customer satisfaction directly (Kitapci, Akdogan & Dortyol, 2014).
Responsiveness: As fast food restaurants are highly customer centric, being responsive to them
is of utmost significance. As a result, the fast food restaurants are able to give prompt and
spontaneous service to the customers thereby, ensuring customer satisfaction (Orel & Kara,
2014).
Empathy: Considering the nature of service in fast food restaurants, the employees of the
restaurants need to be empathetic, as this provides an opportunity to understand the customer
need and demands and develop customer satisfaction positively (Bezerra & Gomes, 2015).
Reliability: Reliability in fast food restaurant indicates service efficiency of the restaurant
suitably. As a result, the customers can rely on the service and food quality of the fast food

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Customer satisfaction in food and service quality
Tangibles
Reliability
Assurance
Responsiveness
Empathy Fast-food restaurants
restaurant that develops customer satisfaction slowly yet steadily (Kaura, Durga Prasad &
Sharma, 2015).
SERVQUAL model of service quality
SERVQUAL model in service industry, fast food restaurant, is highly preferred for
measuring the level of customer satisfaction and happiness. The model was developed with the
aim of analyzing the quality in respect to service and food offered by organizations such as
hotels and restaurants, as they are primarily customer centric. The SERVQUAL model is
formulated on the gaps that arise while ensuring effective food and service quality in restaurants
and the formula is “Q = P – E” where Q is denoted as the quality served by the restaurant, P is
denoted as the perception of the customers and E is denoted as the expectation of the customers
thereby, measuring customer satisfaction in terms of service and food quality provided in
restaurants (Parasuraman, Zeithaml & Berry, 1985)
3. Theoretical framework
Figure 1: Conceptual framework

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(Source: Created by the Author)
4. Methodology
Research philosophy
For this study, positivism philosophy will be used for analyzing customer satisfaction in
service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using positivism
philosophy is best-suited because this helped in using facts and logical information about
customer satisfaction in terms of food and service followed by making quantifiable observations.
Additionally, using positivism philosophy facilitates using statistical data thereby; supporting the
evidence gathered and will ensure data validity and reliability suitably (Kumar, 2019).
Research approach
For this study, deductive approach will be used for analyzing customer satisfaction in
service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using deductive
approach will provide an opportunity for the researcher to refer to previously existing theories
and concepts about customer satisfaction. Additionally, using deductive approach will also
facilitate referring to previously conducted studies about customer satisfaction in service and
food quality and make suitable observations in respect to the fast food restaurants (Mackey &
Gass, 2015).
Research design
For this study, descriptive design will be used for analyzing customer satisfaction in
service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using descriptive
design will be rationalized because this will help in identifying the food and service quality
issues that occur in fast food restaurants that affects the customer satisfaction largely.

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Additionally, using descriptive design will also be facilitated because this will help in identifying
the explaining the reasons that led to the emergence of food and service quality issues in fast
food restaurants and how it questions customer satisfaction. As a result, descriptive design will
provide an opportunity to develop strategies to overcome food and service quality issues and
improve customer satisfaction significantly (Taylor, Bogdan & DeVault, 2015).
Research strategy
For this study, survey research strategy will be used for analyzing customer satisfaction
in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using survey
research strategy will be most suited because this will help in collecting data from the large
customer population of fast food restaurant of Fuel Shaq in Malaysia. Additionally, survey
research strategy will be used because of the benefits it has to offer while collecting data. Survey
research strategy will be used because it is easily administered and is both time and cost effective
that will be highly beneficial for the researcher while collecting data (Flick, 2015).
Sampling technique and sample size
For this study, simple random probability sampling technique will be used for analyzing
customer satisfaction in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia.
Using simple random probability sampling technique will be the most appropriate because this
will be provide equal chances for all the customers of Fuel Shaq to share their opinion.
Additionally, using simple random probability sampling technique will also provide random
chances for the customers of Fuel Shaq to be selected in the data collection process and share
their opinions and views about customer satisfaction in food and service quality. 70 customers of
Fuel Shaq will be selected as the sample size for gathering adequate and relevant data about the
research topic (Neuman & Robson, 2014).

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Data collection process
For this study, primary data collection technique will be used for analyzing customer
satisfaction in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Primary
data collection will be the best suited for this research because this will help the researcher to
collect recent and updated information and data about customer satisfaction in food and service
quality for fast food restaurants. Additionally, using primary data collection technique will also
be facilitated because this will provide an opportunity for the researcher to collect raw data those
are highly relevant to the selected research topic thereby, developing an authentic study
(Alvesson & Skoldberg, 2017).
Data analysis technique
For this study, quantitative data analysis technique will be used for analyzing customer
satisfaction in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia.
Quantitative data analysis will be best suited because this will help in analyzing the perception
and expectation of the customers of the fast food restaurants in Fuel Shaq in Malaysia thereby,
determining its influence on the level of customer satisfaction. Therefore, the gap score derived
by studying the expectation and perception of food and service quality for fast food restaurants
will help in analyzing its impact on customer satisfaction largely (Bresler & Stake, 2017).
Ethical considerations
Abiding by the ethics of the research is highly crucial in completing a research
successfully. One of the most significant research ethics is data confidentiality. According to this
ethics, the data shared by the participants and their identity is kept confidential and cannot be
disclosed without their individual consent. This research ethics is mandatory because this
reduces biasness and mitigates chances of conflicts among the respondents. Additionally, willing

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participation of the respondents is another significant research ethics that needs to be followed.
According to this ethics, the selected participants cannot be forced to take part in the data
collection process. Instead they will have to be convinced by communicating and justifying the
purpose of the research thereby, ensuring willing participation (Ledford & Gast, 2018).
5. Project schedule
Task Name Duration Start Finish
Project Research
proposal
365 days Fri
1/18/19
Thu
6/11/20
Selection of the
Research Topic
2 days Fri
1/18/19
Mon
1/21/19
Sending it to the
professor for
approval
1 day Tue
1/22/19
Tue
1/22/19
Approval of the
research topic
5 days Wed
1/23/19
Tue
1/29/19
Gathering a good
idea of the topic
40 days Wed
1/23/19
Tue
3/19/19
Reviewing of the
topic
60 days Wed
3/20/19
Tue
6/11/19
Assembling the first
draft
40 days Wed
6/12/19
Tue 8/6/19
Submission of the
first draft
1 day Wed
8/7/19
Wed
8/7/19
Approval of the
first draft
10 days Thu
8/8/19
Wed
8/21/19
Selection of the
research Process
5 days Thu
8/22/19
Wed
8/28/19
Marking out the
research participants
40 days Thu
8/29/19
Wed
10/23/19
Performing the
Primary Research
40 days Thu
10/24/19
Wed
12/18/19
Analysis of the data
obtained from the
primary research
50 days Thu
12/19/19
Wed
2/26/20
Thorough research
to discuss the data
50 days Thu
2/27/20
Wed
5/6/20
Assembling the
final research copy
25 days Thu
5/7/20
Wed
6/10/20
Submission of the 1 day Thu Thu

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final research 6/11/20 6/11/20
Figure 2: Timetable
(Source: Created by the Author)
6. Estimated cost
The overall estimated cost for the selected research is $4000 that will be used for
undertaking the research “Customer satisfaction in service and food quality in a fast-food
restaurant, Fuel Shaq” within the time frame given in the Gantt chart.
The above-mentioned budget is required for the following reasons.

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 $1500 will be allocated while undertaking the literature review, accessing relevant text
books, journals articles and online resources required paying.
 Data purchase of secondary sources will be around $1500.
 Data structuring and analysis will require $1000.
Purpose Estimated amount to be spent
Literature review $1500
Data collection $1500
Data analysis $1000
Total estimated budget $4000

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