Impact of service quality on customer satisfaction in Indian Restaurant

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