Restaurant Customer Satisfaction Evaluation

This assignment requires you to evaluate customer satisfaction at a restaurant using the SERVQUAL model and Importance-Performance Analysis (IPA). You'll conduct surveys with customers, analyze their responses regarding aspects like food quality, hospitality, ambiance, and pricing. Based on the analysis, you'll identify areas for improvement and suggest actionable recommendations to enhance customer experience.

Running head: INDUSTRY PROJECT
Industry Project
Name of Student
Name of the University
Author Note

1
INDUSTRY PROJECT
Executive Summary
The strategic management is one of the most important aspects of the modern day organizations.
The selected organization for the purpose of this study is Simply Indian Restaurant, which is
located at Lower Hut, New Zealand. The selected topic for this project is customer service.
There are certain strategic management issues that are being highlighted in this research- long
waiting time, lack of care and low quality of foods. The identified issues have been explained in
detail and suitable recommendations have been made. A detailed literature review would be
performed which would underline the different important concepts of the concerned topic. The
research would be done and on the basis of that data analysis would be performed. This paper
would broaden the understanding of a real strategic management issue in a real organization.

2
INDUSTRY PROJECT
Table of Contents
Introduction......................................................................................................................................4
1.0 Industry background..................................................................................................................5
1.2 Organization Background......................................................................................................6
2. 0 Project Scope............................................................................................................................6
2.1 Statement of issue..................................................................................................................7
2.2 Catalyst..................................................................................................................................8
3.0 Literature Review......................................................................................................................8
3.1 Customer Service...................................................................................................................8
3.2 Customer Satisfaction..........................................................................................................11
4.0Introduction...........................................................................................................................13
4.1 Research Methodology........................................................................................................14
4.2 Customers want respect and care.........................................................................................17
4.3Quality of the restaurant meal is important..........................................................................18
4.4 Customer wait time matters.................................................................................................18
4.5 Limitations, Assumptions and Ethical Considerations........................................................19
5.0 Recommendations....................................................................................................................20
5.1 Long term recommendations...............................................................................................20
5.2 Short term recommendations...............................................................................................21
References......................................................................................................................................23

3
INDUSTRY PROJECT
Appendix 1:...................................................................................................................................28
Appendix 2:...................................................................................................................................30

4
INDUSTRY PROJECT
Introduction
The strategic management of a firm is one of the most important job role in which there
is formulation as well as implementation of the initiatives as well as goals of the
company(Peppard& Ward, 2016). The strategic management initiatives are being taken by the
top management of the company on the behalf of the owners. The strategic decisions need to be
taken by considering the internal as well as external environment in which the organization is
operating (Hill, Jones & Schilling, 2014). The customer relationship management is one of the
most important aspects in the strategic management of the modern day organizations. It is related
to strategies in which there are tools for fulfilling the customer needs as well as meets their
growing expectations. The modern day organizations should formulate practices, technologies as
well as policies which would help them to manage the customer interactions well(Hill, Jones &
Schilling, 2014). The main aim of the companies is to drive profits as well as more customer
retention. There should be assessment policies for the assessment of the customer needs and it is
also important to evaluate the current service level of the organizations. The customers should be
heard and their feedbacks should be used for gaining constructive improvements in their business
operation.
The selected organization for the purpose of this study is Simply Indian Restaurant,
which is located at Lower Hut, New Zealand. Simply Indian restaurants have some strategic
management issues which need to be highlighted so that necessary improvements can be taken.
This paper would enumerate the problems that are being faced by the restaurant. A detailed
literature review would be performed which would underline the different important concepts of
the concerned topic. The research would be done and on the basis of that data analysis would be

5
INDUSTRY PROJECT
performed. The concluding part of the paper would comprise of the short term as well as long-
term recommendations for future improvements.
1.0 Industry background
The hospitality industry in New Zealand involves the flights, restaurants and hotels. This
industry is currently on the rise and it gives employment to around 200,000 people. The
restaurants and bar business is considered as the largest employer with over 50% people working
here(Hobbs &Hobbs, 2015). The casual dining restaurants have witnessed a 10% growth in the
foodservice value in the year 2016. There is a string growth of the restaurant business in New
Zealand and it has gained strong customer confidence. There is growing income of the people,
which makes the customers to dine outside their homes. In New Zealand, the concept of quality
food is associated with casual dining and they give better value than the traditional full-service
restaurants (Hobbs &Hobbs, 2015). The casual dining joints also provide a more relaxing
atmosphere and are ideal for socializing. The Lone Star Cafe in New Zealand has foodservice
value of NZD53 million, that represents value share of about 1% in the category.
There has been an increase in the growth of the online food ordering system in New
Zealand and that would hinder the development of the full-service restaurants(O'Neill & Pearson,
2016). There is an increase in the development of the urban lifestyles, which has led to
proliferation of food chains. There is also an emerging system of online ordering as well as third
party delivery services. The dine-out systems have the probability of declining as it is usually
more time-consuming (Hobbs &Hobbs, 2015). It is expected that there would be proliferation of
the “third party delivery service providers” (for example UberEats), which is expected to gain
market prominence.

6
INDUSTRY PROJECT
1.2 Organization Background
One of the finest Indian dining restaurants in Wellington is Simply Indian
Restaurant(Simplyindian.co.nz, 2017). It is located at Lower Hut, Wellington, New Zealand.
The restaurant has an electric mix of the modern Indian cuisines, which is also inclusive of the
traditional foods of India. The restaurant also has efficient as well as personable service. It offers
the customers a sophisticated dining experience (Simplyindian.co.nz, 2017). They also provide
charming employees and excellent service,which gives tough fight to its competitors
(Simplyindian.co.nz, 2017). There are various kinds of services provided by the restaurant such
as catering, fine dining, private parties and hosting corporate events. The joint is also famous for
the Indian lunch buffer, which has variety of vegetarian as well as non-vegetarian dishes.
Simply Indian Restaurant provides a range of dinner menu such as soups, appetizers,
maincourse, chef’s recommendations, for kids, banquet meal, rice creativity, Chinese connection,
Indian breads and naan (Simplyindian.co.nz, 2017). There are other meals available such as
takeaways, snacks and lunch (Simplyindian.co.nz, 2017). It also offers range of sweets such as
kesarladoo, pista burfi, badampista burfi, saffron peda and others.
2. 0 Project Scope
The project scope would include the different attributes of the Simply Indian Restaurant
in serving the customers. The project would investigate the levels of customer service in the
restaurant and how they can be improved. The customer service is of paramount importance in
today’s competitive environment and hence this project would strive to detect the service
delivery aspects of the restaurant. The attitude and behavior of the customers would be assessed
and their impact on the customer satisfaction levels would be analyzed. The project would first

7
INDUSTRY PROJECT
strive to analyze the various kinds of services provided by the restaurants to the customers. The
customers’reaction would also be measured and the customer feedbacks would be analyzed.The
primary focus of the paper would be the quality of customer services and all the factors that
affect it either directly or indirectly. Any operational aspect of the restaurant and any financial
considerations are outside the scope of this project.
2.1 Statement of issue
Simply Indian Restaurant is one of most popular places of Wellington, New Zealand and
it is famous for the tasty dishes they provide (TripAdvisor, 2017). They are well known for their
authentic vegetarian dishes and excellent non vegetarian dishes. However, there are several
problems with the quality of foodbeing offered to the customers. The customers have made lot of
complains regarding the average quality of food that they offer and the poor cooking skills
possessed by their chefs (TripAdvisor, 2017). In fact, there were few customers, who have said
that the food quality in the restaurant is patheticand they didn’t found the food “value for
money”. One customer has given feedback that the Chinese noodles ordered by them was
excessive oily and it affected their health(TripAdvisor, 2017). There was another review that one
of the vegetarian fish had strong smell of fish, which is certainly not acceptable. The customers
also complained about the taste of the foods and they were pretty dissatisfied with the
same(TripAdvisor, 2017).
The other identified issue was the lack of customer service, which infuriated the
customers in certain instances(TripAdvisor, 2017). The customers have complained about the
arrogant behavior of the waiter and rude answers given by them when there are adverse
situations. The restaurant authorities also gave little importance to the needs and wants of the

8
INDUSTRY PROJECT
customers(TripAdvisor, 2017). The waiters didn’t respond well to the customer preferences and
hence the customers were not satisfied while visiting the restaurant.
2.2 Catalyst
Simply Indian Restaurant has decided to focus on improvingthe customer service and
increase the number of satisfied customers. It aims to explore the customer service issues in
detail and seek to provide a solution for them (Simplyindian.co.nz, 2017). The organization is
receiving a growing number of complaints in their online forums, which is deterring their brand
image. This has caused them to ponder over the issue and seek for enhancing the customer
satisfaction levels. The increased number of customer complaints has led to the negative brand
publicity and the customers have started doubting their services. A recent customer survey has
revealed that an increasing number of customers are unhappy with the quality of food provided
by the restaurant (Simplyindian.co.nz, 2017). The poor quality of foods has caused a decrease in
the customer satisfaction levels, which in turn has affected the profitgeneration of the
organization.
The above issues have encouraged the restaurant to take up this issue in a serious manner
and to identify the various loopholes present in the customer service. The research also aims to
identify probable solutions for enhancing the satisfaction levels of the customers visiting the
restaurant.
3.0 Literature Review
3.1 Customer Service
As opined by Dabholkar (2015), the theory of customer service is concerned with the
identification as well as satisfaction of the needs of the customers. The ideal situationbelieves in

9
INDUSTRY PROJECT
the fact that the needs of the customers need to be met beyond their expectation levels and this
can achieved only through the help of enhanced service delivery. The organizations need to
deliver high levels of customer service so that they can not only gain satisfied customers but they
also gain loyal customers. As argued by Bowen(2016), the changing role of the employees in
service theory has proved to be successful in modern day organizations. The employees of an
organization (especially the front-line employees) are critical in driving excellent customer
service outcomes. The greater degree of services marketing has led to an increase in the service
encounters with the customers.
As opposed by Dabholkar(2015), the customer participation in the process of service
delivery is responsible for the perception of the service quality. It is argued that for particular
services such as customer specific job roles, a greater degree of customer participation would
lead to greater “perceived service quality” (Su et al., 2016). This implies that if the consumers
are involved more in the process of service delivery, they would perceive that the service is of
premium level.
As stated byKurian and Muzumdar(2017), the restaurant formality is known to have
ausualdegrading effect on the loyalty of the customers. However, this effect is considered as
positive when it combines with customer gratification. The act of reorder and repurchaseis being
considered as the combined impact of satisfaction that can be derived from the level of service
delivery (Dabholkar, 2015).The act of customer gratification can be defined as the level of
emotional pleasure that can be derived by the process of customer satisfaction or customer desire
(Kurian &Muzumdar, 2017). The resource based view of the company focuses on the fact that
the sustained competitive advantage can be gained from the resources as well valuable
capabilities of the firm. The resources of the firm form a combination of both tangible as well as

10
INDUSTRY PROJECT
intangible assets (Kurian &Muzumdar, 2017). The act of “servicescape” can be defined as the
man-made physical environment which can be controlled by the service companies so that they
can achieve the external as well as internal organizational goals (Kearney, 2016). There is an
effect of the physical environment such as artifacts, ambience and spatial layout on the customer
satisfaction and customer price perception (Kurian &Muzumdar, 2017). The more the improved
ambience of the restaurant is, the more the customers would perceive the place as a good one.
The tidiness of the restaurant staff and the appearance of the service staffs are responsible for
greater levels of customer pleasure.
According to Aryeeet al.(2015), an enhanced level of customer service can be initiated
with the help of following actions-
 Building a culture of customer service- It is important to give adequate training to the
existing as well as new employees of the organization so that they can know about the art
of providing effective customer service (Sekaran& Bougie, 2016). Theemployees should
be trained about the fact that front-line employees need to be as friendlier as possible,
which would improve the overall customer happiness. The employees should be
rewarded if they are able to satisfy their customers (Kurian &Muzumdar, 2017). This can
be done in the form of dinners, newsletters, prizes and other perks.
 Effective communication- The customer service depends on the level of communication
level maintained with the customers (Kurian &Muzumdar, 2017). The customers should
be appreciated and can be given small token of appreciations.
 Setting up of customer expectations- As commented by Jaakkola and Alexander (2014),
a realistic setting of the customer expectations goes a long way in fulfilling their wants
and desires. There should not be exaggerated claims, which are proved false when the

11
INDUSTRY PROJECT
customers actually avail the products or services (Kurian &Muzumdar, 2017). The
organization should be able to fulfill the promises made to the customers, which would
help them to win the trust of them.
 Be aware of the target audience’s needs- Peppers and Roger (2016) states that it
isimportant for the organizations to devise promotional strategies based on the type of
target market that they are catering to. It is important to focus on the way customers
perceive quality. It is not only sufficient to focus on the demographic details of the
customers, but it is also important to focus on their behavioral patterns.
The findings of Boo (2017) reveal that the service driven nature of the restaurant industry has
generated a lot of income in the global economy and it should be well managed. The various
attributes of the service quality need to be identified, which provide the maximum benefit to the
customers. The customer service is enhanced by the price of the services and the human services.
3.2 Customer Satisfaction
As defined by Lee, Back and Chan (2015), the customer satisfaction can be defined as the
perceived expectations and perceived quality. When there is an increase in the performance
beyond the expectation limits, then there is the creation of the customer satisfaction. The
customer satisfaction comprises of both the objective as well as subjective factors. The
subjective factors comprises of the customer needs and emotions (Kurian &Muzumdar, 2017).
The objective factors comprise of the product as well as services features. In the hospitality
industry, there are important attributes that are considered by the customers visiting the
restaurants. Two of the most important attributes are related to service quality and customer
satisfaction. As argued by Radojevic, Stanisic and Stanic (2015), there are several factors that
determine customer satisfaction such as value for money, security, staff courtesy and others. The

12
INDUSTRY PROJECT
cleanliness of the restaurant and the prompt service are preferred by the customers (Ramanathan,
Di & Ramanathan, 2016). The safety of the place, friendliness of the employees is also important
factors of customer satisfaction among the restaurant industry. The customers of the hotel
industry are also satisfied with the value for money, quality of food and the waiting time when
they visit different restaurants (Ahmad, Ghazali & Othman, 2014).
As commented by Pizam et al. (2016), the assimilation theory of the customer
satisfaction is based on the dissonance theory, in which it is believed that the consumers make
cognitive comparison between perceived product performance and product expectations. The
assimilation theory is responsible for the promotion of post-use evaluation of the customers
(Choi et al., 2014). The consumers tend to avoid dissonance by modifying the perceptions of
concerning a given product so that the expectations of the consumers are fulfilled (Mullins et al.,
2014). The customers are able to reduce the tensions which are caused as a result of the product
performance and expectations. This can be done by reducing the importance of the experienced
disconfirmation.
As argued by Eisenbeiss et al. (2014), the contrast theory of customer satisfaction is
concerned with the tendency of magnifying with the discrepancy between the attitudes of the
different opinion statements and own personal statement. This theory identifies the fact that the
post-evaluation often cause opposite predictions for the different effects of expectations on
customer satisfaction (Lankton et al., 2016). This theory underlines the fact that any kind of
discrepancy of experience causing from the expectations are often exaggerated in the same
direction of discrepancy.

13
INDUSTRY PROJECT
The findings of Sengupta, Balaji and Krishnan (2015) reveal that thenegativity theory is
concerned with thediscrepancy of performance rising from expectations from performance can
hamper the individual’s activity, thus producing negative energy. The negativity theory takes
place when the expectations are strongly held and the consumers usually respond to the
negativity factor without any visible disconfirmation (Kurian &Muzumdar, 2017). The
dissatisfaction factor would occur when the perceived performance is less than that of customer
expectation (Liao et al., 2017). Any kind of discrepancy arising from the performance of the
expectations would disrupt the person, who would eventually produce negative energy. The kind
of affective feelings which is displayed by the service or the product and that would be inversely
proportional to the various levels of discrepancy.
As commented by Peprah and Atarah (2014), the SERVQUAL model is concerned with
the measurement of the quality of the hotel industry. This model is used for the perceptions of
the consumer perceptions of the service quality. There are several elements of service quality,
which are divided into different dimensions such as reliability, tangibles, assurance,
responsiveness and empathy (Yin et al. 2016). The providing of the services is considered as the
major point for assuring customer satisfaction (Ali & Raza, 2017). There are numerous hotel
chains in which there are inadequate measures adopted for measuring the guest satisfaction. They
also hamper the act of making managerial decisions.
4.0Introduction
The section would discuss the various attributes of the research methodology that would
be carried out to seek solutions for the identified problem area. The findings of the data
collection would be done and analyzed for deducing suitable conclusions. The study would be
conducted by keeping in mind the statement of issue observed in the particular restaurant. The

14
INDUSTRY PROJECT
limitations of the study would be discussed and the attributes that prevented the study to be a
more accurate one would also be discussed. The assumptions that are made for the purpose of
this study would be defined. No study can be done without the help of ethical consideration and
hence this would also be discussed.
The next section would contain a set of recommendation in order to improve the given
problem solution. Two types of recommendations would be proposed such as long term and
short term recommendations. The short term recommendations would be applied from a period
of one year to three years. On the other hand, the long term recommendations would be
implemented from third years onwards.
4.1 Research Methodology
This research would adopt a mixed research methodology in which there is a
combination of both primary as well as secondary research methodology that would undertake a
large number of sources. The sources would comprise of the academic journals, international
publications, scholarly articles, organizational records, government figure and others. A special
focus would be given on the official records of the Simply Indian Restaurants. The main focus of
the primary data collection would be the observation method and interviews. A sample size of 5
managers of the restaurant is selected and they would be selected randomly. A set of open ended
questions would be asked and the answers would be recorded. The observation method would be
done by keeping an account of the daily activities of the restaurants especially during rush hours.
The behavior of staffs and customers would be noted down.

15
INDUSTRY PROJECT
Findings
Manager 1 Manager 2 Manager 3 Manager 4 Manager 5
0
0.5
1
1.5
2
2.5
Quality of food (1- lowest, 10- highest)

16
INDUSTRY PROJECT
Manager
1 Manager
2 Manager
3 Manager
4 Manager
5
0
0.5
1
1.5
2
2.5
1 1
2 2 2
Employee training on customer etiquette
Employee training on customer
etiquette

17
INDUSTRY PROJECT
Manager 1
13%
Manager 2
13%
Manager 3
25%
Manager 4
25%
Manager 5
25%
Employee training on customer etiquette
4.2 Customers want respect and care
The results of the survey showed that the customer satisfaction is directly related with the
type of treatment that they receive at the restaurant. A majority of the customers want them to be
greeted once they visit the restaurants. In Simply Indian Restaurants, there was lack of
manpower who would greet the diners once they come inside the hall. There were times when
there was no one to guide the guests and they felt left out in the new place. The waiters who
interacted with the customers often were unaware of the “menu of the day” which made them
silent when the guests enquired them. They were unable to give proper answer which infuriated
the guests and made them doubt about the credibility of the place.
The studies show that the customers expect the hotel authorities to display proper
etiquettes, which reflect the professional attributes of the place. In Simply Indian Restaurant,
there were some waiters and staffs, who were not aware of the correct way of serving the guests.

18
INDUSTRY PROJECT
They were often confused about which plates are for which diners, which created confusion and
also put a bad impression to the customers.
4.3Quality of the restaurant meal is important
This is one of the most important attributes in a restaurant and Simply Indian restaurant
had severe problems regarding the same. The first problem was that it served average food,
which implied that the best ingredients were not used for making them. The quality of chefs was
poor which degraded the food quality. This annoyed the customers as they expect good quality of
foods for the price they are paying. There were also issues with the restaurant menuas they were
haphazard and customers were unable to find their favorite items. The restaurant management
failed to identify the fact that the menu needs to be updated from time and again, which would
meet the changing preferences of the customers. The waiters are not knowledgeable regarding
the food items and hence they were unable to guide the customers. This lowered the customer
satisfaction levels.
4.4 Customer wait time matters
The customers perceive time asmoney since they are not only paying for the services they
are getting at the restaurant but also spending their valuable time. They perceive time as a
valuable resource and hence they want their food to be delivered at the lowest possible time. It
has been found that in Simply Indian Restaurants, the wait time is close to 18 minutes, which is
pretty long. There are instances when the customers cancel their orders due to long waiting time.
There are often situations of chaos when the customers shout at the waiters for delay. This
creates an unpleasant atmosphere within the restaurant that hampers the satisfaction of other
customers as well. The table location of the restaurant is also not proper, which makes more

19
INDUSTRY PROJECT
delay for the service delivery. The waiting time at the restaurant is considered as a major factor
of customer dissatisfaction.
4.5 Limitations, Assumptions and Ethical Considerations
It is absolutely normal to have different limitations of study and it is important to
acknowledge the same. The various limitations of the study are defined below-
 There has been broad formulation of study aims as well as objectives. There are no
specific ways of formulating research aims.
 Only one aspect of the organization is being discussed, which is customer service. All
other aspects of the organization are being ignored.
 The act of incorporating any additional modes of data collection would have added new
insights into the subject topic. The data collection method on focus groups could have
explored new areas for an analysis.
There are several assumptions that are while performing this research on customer service
levels in Simply Indian Restaurants. They are outlined as under-
 It is assumed that the participants would answer the interview questions in a candid as
well as honest manner.
 The research is being focused on the customer service attributes of the selected
restaurants.
 The sample size’s inclusion criteria are appropriate and hence it is assumed that all
participants have been exposed to similar kind of events in their organization.
The various ethical consideration of the project is defined as below-

20
INDUSTRY PROJECT
 The managers and the staffs were not forced for the interview and they voluntarily
participated in the research process. They gave their independent views and they were not
pressurized for giving any favorable opinions.
 The participants were not biased and they were selected randomly from the selected
restaurants.
 The participants had informed consent regarding their participation in the research
process and full consent was obtained before the survey was done.
 The research was done with full confidentiality and the data collected was not shared
with any third party.
 The interview was not done with any form of deception or any firm of exaggeration
concerning the ultimate motive of the research.
 The dignity of the participants was protected throughout the research and they were not
harmed during the process of data collection.
5.0 Recommendations
5.1 Long term recommendations
It is important to make long term recommendations to the management of Simply Indian,
which would be implemented in the organization. These would be implemented in the
organization after several years of operation. They are outlined as under-
 Renovation- The restaurant should try to renovate their restaurants and adopt a more
attractive ambience. The tables and chairs or sofas should be placed in such a manner that
it becomes convenient for the waiters to deliver the food orders within the restaurant.

21
INDUSTRY PROJECT
 Quality of foods- The restaurant should try to improve the quality of foods being served
at the restaurant. The act of quality control should be equivalent to that of controlling
value of the food items being served at the restaurant. The quality control should be
equivalent to providing value to the customers and should be given more importance. In
the long run, the company should hire goo employees, who would be able to provide top
class quality service to the customers. The organization should also take initiatives to
empower their employees. The quality control needs to be a full team effort and each one
of the employees in the organization should be involved in the process. The company
should ensure top level quality standards in their food products and should also comply
with the necessary food quality checks.
5.2 Short term recommendations
The short-term recommendations would be implemented immediately and would last till
three years from now-
 Decreasing customer wait time- The front-line staffs should deliver quick and effective
service, which would be appreciated by the customers. They should be knowledgeable
about how to enroute the customers and serve them in the least possible time. The
bottlenecks in the delay should be identified and suitable actions be taken. It is also
advisable to implement self-service opportunities in the restaurant which would
incorporate digital intervention. There needs to be better web interface and should be
channeled around customer expectations. It is also important to optimize the staffs of the
restaurants so that the customers do not feel shortage of staffs. The peak times customer
data should be analyzed and manpower planning should be done accordingly. The diners

22
INDUSTRY PROJECT
should be served their first round of foods or drinks soon after they arrive at the
restaurant.
 Customer Satisfaction- The single most important parameter of the restaurant should be
an increase in the satisfaction level of the consumers. Any problem of the customers
should be fixed immediately and a negotiating solution should be applied when
interacting with the customers. The customer should be heard and their issues needs to be
addressed.
 Incorporation of technology- In this age of technological advancements, the restaurant
should incorporate a greater amount of technology so that they can bring effective
customer satisfaction. There should be provisions of online ordering, kiosk ordering, free
wi-fi and others, which would attract the customers.

23
INDUSTRY PROJECT
References
Ahmad, F., Ghazali, H., & Othman, M. (2014). Attributes to select casual dining restaurants: A
case of customers in Klang Valley area, Malaysia. Theory and Practice in Hospitality
and Tourism Research, 385.
Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management &
Business Excellence, 28(5-6), 559-577.
Aryee, S., Seidu, E. Y., Sacramento, C. A., &Martinaityte, I. (2015, January). Proactive
Customer Service Performance: Test of a Team-Level Model. In Academy of
Management Proceedings (Vol. 2015, No. 1, p. 11002). Academy of Management.
Boo, H. V. (2017). Service Environment of Restaurants: Findings from the youth
customers. Journal of ASIAN behavioural studies, 2(2), 67-77.
Bowen, D.E., 2016. The changing role of employees in service theory and practice: An
interdisciplinary view. Human Resource Management Review, 26(1), pp.4-13.
Choi, C. H., Kim, T. T., Lee, G., & Lee, S. K. (2014). Testing the stressor–strain–outcome model
of customer-related social stressors in predicting emotional exhaustion, customer
orientation and service recovery performance. International Journal of Hospitality
Management, 36, 272-285.
Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.

24
INDUSTRY PROJECT
Eisenbeiss, M., Cornelißen, M., Backhaus, K., & Hoyer, W. D. (2014). Nonlinear and
asymmetric returns on customer satisfaction: do they vary across situations and
consumers?. Journal of the Academy of Marketing Science, 42(3), 242-263.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an
integrated approach. Cengage Learning.
Hobbs, M., & Hobbs, C. (2015). Southern Alps Guiding: a case study of guided mountaineering
businesses in New Zealand. Mountaineering Tourism, 101.
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-
creation: a service system perspective. Journal of Service Research, 17(3), 247-261.
Kearney, T. (2016). In-Store Design and Marketing Effects: Taking Account of the Influence of
Servicescape Design upon Retail Brand Frontline Employees. In Multi-Channel
Marketing, Branding and Retail Design: New Challenges and Opportunities (pp. 193-
217). Emerald Group Publishing Limited.
Kurian, G. and Muzumdar, P.M., 2017. Restaurant Formality And Customer Service Dimensions
In The Restaurant Industry: An Empirical Study. Atlantic Marketing Journal, 6(1), p.6.
Lankton, N. K., McKnight, D. H., Wright, R. T., & Thatcher, J. B. (2016). Research note—
Using expectation disconfirmation theory and polynomial modeling to understand trust in
technology. Information Systems Research, 27(1), 197-213.
Lee, J. S., Back, K. J., & Chan, E. S. (2015). Quality of work life and job satisfaction among
frontline hotel employees: A self-determination and need satisfaction theory
approach. International Journal of Contemporary Hospitality Management, 27(5), 768-
789.

25
INDUSTRY PROJECT
Liao, C., Lin, H. N., Luo, M. M., &Chea, S. (2017). Factors influencing online shoppers’
repurchase intentions: The roles of satisfaction and regret. Information &
Management, 54(5), 651-668.
Mullins, R. R., Ahearne, M., Lam, S. K., Hall, Z. R., &Boichuk, J. P. (2014, October). Know
your customer: How salesperson perceptions of customer relationship quality form and
influence account profitability. American Marketing Association.
O'Neill, S. A., & Pearson, M. V. (2016). TIPPING AS A CUSTOMER FOCUSED WAY OF
MEASURING SERVICE SATISFACTION: A NEW ZEALAND
PERSPECTIVE. Journal of Travel & Tourism Research.
Peppard, J., & Ward, J. (2016). The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A
Strategic Framework. John Wiley & Sons.
Peprah, A. A., &Atarah, B. A. (2014). Assessing patient’s satisfaction using SERVQUAL
model: a case of Sunyani Regional hospital, Ghana. International Journal of Business
and Social Research, 4(2), 133-143.
Pizam, A., Pizam, A., Shapoval, V., Shapoval, V., Ellis, T., & Ellis, T. (2016). Customer
satisfaction and its measurement in hospitality enterprises: a revisit and
update. International Journal of Contemporary Hospitality Management, 28(1), 2-35.

26
INDUSTRY PROJECT
Radojevic, T., Stanisic, N., &Stanic, N. (2015). Ensuring positive feedback: Factors that
influence customer satisfaction in the contemporary hospitality industry. Tourism
Management, 51, 13-21.
Ramanathan, R., Di, Y., & Ramanathan, U. (2016). Moderating roles of customer characteristics
on the link between service factors and satisfaction in a buffet restaurant. Benchmarking:
An International Journal, 23(2), 469-486.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
Sengupta, A. S., Balaji, M. S., & Krishnan, B. C. (2015). How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research, 68(3), 665-674.
Simplyindian.co.nz(2017). Simplyindian.co.nz. Retrieved 30 August 2017, from
http://www.simplyindian.co.nz
Su, L., Swanson, S. R., & Chen, X. (2016). The effects of perceived service quality on
repurchase intentions and subjective well-being of Chinese tourists: The mediating role
of relationship quality. Tourism Management, 52, 82-95.
TripAdvisor: Read Reviews, Compare Prices & Book. (2017). TripAdvisor. Retrieved 1
September 2017, from http://www.tripadvisor.in
Yin, S. Y., Huang, K. K., Shieh, J. I., Liu, Y. H., & Wu, H. H. (2016). Telehealth services
evaluation: a combination of SERVQUAL model and importance-performance
analysis. Quality & Quantity, 50(2), 751-766.

27
INDUSTRY PROJECT

28
INDUSTRY PROJECT
Appendix 1:

29
INDUSTRY PROJECT

30
INDUSTRY PROJECT
Appendix 2:
Survey Questions for Customers
1) How often do you visit this restaurant?
 Once a week
 Often
 Rare
 Visited once
2) How far are you satisfied with the food quality in the restaurant?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
3) How far are you satisfied with the hospitality services by the staffs at the restaurants?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
4) Which of the following aspects do you think need more improvement?
 Food quality

31
INDUSTRY PROJECT
 Hospitality services
 Ambience
 Other customer service
 Others
5) How far do you agree that the staffs are well behaved and they respond quickly?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
6) How far are you satisfied with the price of the food available at the restaurant?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied
7) How far are you satisfied with the customer services while booking the tables for your family?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied

32
INDUSTRY PROJECT
 Highly Dissatisfied
8) How far do you agree that the staffs at the restaurant keep you waiting even after the pre-
booking of the tables?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
9) How far do you agree that some of the staffs are not maintaining the proper etiquette while
communicating?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
10) How far are you satisfied with the ambience and the surrounding of the restaurant?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly Dissatisfied

33
INDUSTRY PROJECT
11) Which of the following aspect of this restaurant satisfies you the most?
 Affordable food price
 Hospitality Service
 Food quality
 Ambience
 Effective Customer Service
 Food Variations
12) Which of the following restaurant would you like visit other than this one?
 Chinese
 Western Cuisine
 French
 Others
Qualitative Questions for Managers and Staffs
Q.1) Do you think that the staffs are receiving the proper training for the hospitality
management? Justify
Q.2) Do you think that the restaurant provides the better food quality to the customers?
Q.3) Do you think the pricing structure of the restaurant is feasible to the customers?
Q.4) Do the customers complaints against the staffs for the improper etiquettes or misbehaves?

34
INDUSTRY PROJECT
Q.5) Do you think that the restaurant staffs are well informed about the norms and policies to
provide better customer services to the visitors?