Analyzing Customer Satisfaction in Service and Food Quality in Fuel Shaq

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

1RESEARCH METHODOLOGY
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

2RESEARCH METHODOLOGY
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

3RESEARCH METHODOLOGY
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).