Impact of service quality on customer satisfaction in Indian Restaurant

This research proposal aims to evaluate the impact of service quality on customer satisfaction in Indian Restaurant. It includes the background of the Indian food industry, factors leading up to the management problem, proposed research question, research objectives, and data collection methods.

MGT726 Managerial Project
Task 1 Project Proposal/Background
[NB: This template should be edited to remove guiding instructions before you submit for
grading.]
Name: Student Number:
Title of your Project: “Impact of service quality on customer satisfaction in Indian
Restaurant".
1. Brief Context/Scope (background re your company/industry/sector and factors
leading up to the management problem) (approximately 100 words)
Background of Indian restaurant:
In the recent era, the Indian food industry is poised for higher growth, increasing their best
contribution to the WFT (world food trade) each year (Indian Food Services Industry: Engine
for Economic Growth & Employment a Roadmap for Unlocking Growth Opportunities,
2018). The food segment has emerged as higher profit and growth area due to their enormous
prospective for worth adding, especially within the FPI (food processing industry). Moreover,
it is analyzed that the government of India has obtained 32% of the profit from the food
market (IBEF 2018). Hence, the MoFPI (Ministry of Food Processing Industries) is making
efforts to inspire entrepreneurs in order to invest in the food business (India’s food service
industry: Growth recipe, 2016).
Factors leading up to the Management Problem/Decision:
MGT726 Managerial Project — Task 1 — Research Proposal 1

 The key issue in an Indian restaurant is increasing customer dissatisfaction caused of
the lower level of service quality. The service quality could direct impact on the
satisfaction level of the consumers.
2. This research is intended to evaluate the impact of service quality on customer
satisfaction in Indian Restaurant.
3. The specific problem or issue to be investigated (what are you seeking to find
out, what do you not know, what management decisions will be made and why is
it important – why does it matter?)
Management Problem/Decision to be made:
- Market research: Organization needs to understand the actual needs and preference of
consumers to enhance their satisfaction level (Kaura, et al., 2015).
- Discover key factors of success: What consumers investigate first in restaurant
services, what are important things for consumers at the time of consuming goods and
services.
- Management decisions: Which characteristics of a company should consider in
restaurant services with respect to become competitive and successful in the
marketplace.
Why does it matter?
Service quality is an important factor that consumers consider at the time of consuming goods
and services. It might be expressive and respond to the consumer needs if an organization
wants their goods to be sold and stay sustainable (Popli and Rizvi, 2015).
4. Your proposed Research Question (RQ) - stated in question format (e.g. How and why?
Should and how? etc.) and associated research objectives (RO) i.e. the specific
information needed to answer the RQ - stated in objective format (e.g. To explore, to
investigate, to identify, to develop etc.)
MGT726 Managerial Project — Task 1 — Research Proposal 2

Research Question: How service quality impact on customer’s satisfaction level in the case
of Indian restaurant?
Research Objectives: The following research objectives will be accomplished to obtain a
feasible solution with respect to the research question:
RO1: To identify the meaning and concept of services quality and customers satisfaction in
case of an Indian restaurant
RO2: To explore the impact of service quality and consumer satisfaction level in the case of
an Indian restaurant
RO3: To determine the relationship between service quality and consumer satisfaction level
in the case of an Indian restaurant
RO4: To recommend strategies to improve the consumer satisfaction level in the case of an
Indian restaurant
What specific subject area of business management are you investigating (ie what is
your parent discipline e.g. marketing, HRM, international business etc.) and what is
your key theoretical framework (domains, theoretical models, theories)
Subject area (parent discipline): Marketing management
Key theoretical frameworks: Customer satisfaction model, Kotler
5. List 3 specific academic journals you will search for background/literature
Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015. Service quality, service convenience,
price and fairness, customer loyalty, and the mediating role of customer
satisfaction. International Journal of Bank Marketing, 33(4), pp.404-422.
Popli, S. and Rizvi, I.A., 2015. Exploring the relationship between service orientation,
employee engagement, and perceived leadership style: a study of managers in the private
service sector organizations in India. Journal of Services Marketing, 29(1), pp.59-70.
MGT726 Managerial Project — Task 1 — Research Proposal 3

Xiang, Zheng, Zvi Schwartz, John H. Gerdes Jr, and Muzaffer Uysal. 2015. "What can big
data and text analytics tell us about hotel guest experience and satisfaction?." International
Journal of Hospitality Management 44 (2015): 120-130.
6. List 3 company/industry/government sources you will investigate for secondary data.
India’s food service industry: Growth recipe 2016. India’s food service industry: Growth
recipe. [Online]. Available at:
https://assets.kpmg.com/content/dam/kpmg/in/pdf/2016/11/Indias-food-service.pdf
(Accessed: 27 July 2018).
IBEF 2018. Indian Food Processing [Online]. Available at:
https://www.ibef.org/industry/indian-food-industry.aspx (Accessed: 27 July 2018).
Indian Food Services Industry: Engine for Economic Growth & Employment A Roadmap for
Unlocking Growth Opportunities. 2018. Indian Food Services Industry Overview. Available
at: http://ficci.in/spdocument/20969/foodzania-2017-report.pdf (Accessed: 27 July 2018).
MGT726 Managerial Project — Task 1 — Research Proposal 4

7. Outline your method/approach to gathering and analyzing data to address your
research objectives. Prepare a table matching research objectives to methods
(secondary and/or primary data collection required to address each objective). State
how you will analyze the data collected
In this investigation, the researcher will consider both named primary and secondary data
collection technique. Further, the primary data collection method will be collected by survey
through a questionnaire to collect direct responses of the participants towards research matter.
The secondary data will be gathered from existing sources like books, journals, and
magazines (Xiang, et al., 2015). The data collection method enables to accomplish the
research aim and objectives.
Research Objective Data Collection
Methods/Techniques
(secondary and/or primary)
Data Analysis Plan
R01: To identify the
meaning and concept of
services quality and
customers satisfaction in
case of an Indian
restaurant
Secondary data collection
method
Qualitative data analysis
method will be used to collect
the theoretical information
about services quality and
customers satisfaction.
R02: To explore the
impact of service quality
and consumer
satisfaction level in the
case of an Indian
restaurant
Primary data collection method Quantitative data analysis
method will be considered by
the researcher. In this, survey
through questionnaire will be
conducted to get the
responses of research
MGT726 Managerial Project — Task 1 — Research Proposal 5

participants towards research
matter.
R03: To determine the
relationship between
service quality and
consumer satisfaction
level in the case of an
Indian restaurant
Primary data collection method Statistical data analysis
method will be used to
examine the collected data
and meet RO3.
R04: To recommend
strategies to improve the
consumer satisfaction
level in the case of an
Indian restaurant
Primary data collection method
Statistical data analysis
method will be used to
examine the collected data
and meet RO4.
8. Prepare a time schedule for your activities for completing the project – use a
Gannt chart to acknowledge that some activities will spread across certain weeks.
Activity Week
1
2 3 4 5 6 7 8 9 10 11 12 13
Selection of research
issue and examine the
research objectives
Select the related
articles and make a
draft on a research
study
Submit
proposal/background
Collect the feasible
information for a
literature review
literature review Draft
MGT726 Managerial Project — Task 1 — Research Proposal 6

Finalise the literature
review
Submit progress report
Collect factual data
Selecting data analysis
method
Analysis Data
Finalise report
Submit final report
9. What additional feedback or guidance would you like to help you complete Task
2 and Task 3?
Is there a necessity to restate research objectives and question?
MGT726 Managerial Project — Task 1 — Research Proposal 7

References
IBEF 2018. Indian Food Processing [Online]. Available at:
https://www.ibef.org/industry/indian-food-industry.aspx (Accessed: 27 July 2018).
India’s food service industry: Growth recipe 2016. India’s food service industry: Growth
recipe. [Online]. Available at:
https://assets.kpmg.com/content/dam/kpmg/in/pdf/2016/11/Indias-food-service.pdf
(Accessed: 27 July 2018).
Indian Food Services Industry: Engine for Economic Growth & Employment A Roadmap for
Unlocking Growth Opportunities. 2018. Indian Food Services Industry Overview. Available
at: http://ficci.in/spdocument/20969/foodzania-2017-report.pdf (Accessed: 27 July 2018).
Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015. Service quality, service convenience,
price and fairness, customer loyalty, and the mediating role of customer
satisfaction. International Journal of Bank Marketing, 33(4), pp.404-422.
Popli, S. and Rizvi, I.A., 2015. Exploring the relationship between service orientation,
employee engagement, and perceived leadership style: a study of managers in the private
service sector organizations in India. Journal of Services Marketing, 29(1), pp.59-70.
Xiang, Zheng, Zvi Schwartz, John H. Gerdes Jr, and Muzaffer Uysal. "What can big data and
text analytics tell us about hotel guest experience and satisfaction?." International Journal of
Hospitality Management 44 (2015): 120-130.
MGT726 Managerial Project — Task 1 — Research Proposal 8