BBRC4103 Research Methodology: Customer Satisfaction at Fuel Shaq

This report outlines the research methodology used to investigate customer satisfaction at Fuel Shaq, a fast-food restaurant in Malaysia. It details the research philosophy (positivism), approach (deductive), design (descriptive), and strategy (survey). The report identifies a problem statement related to customer satisfaction based on food and service quality, supported by facts and figures. It also defines research questions and objectives focused on understanding customer needs and expectations. The research employs simple random probability sampling and primary data collection techniques, using quantitative data analysis to assess the gap between customer expectations and perceptions. This research is crucial for Fuel Shaq to understand parameters that can help in the development of customer satisfaction level.

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

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Table of Contents
Introduction......................................................................................................................................2
Research philosophy....................................................................................................................2
Research approach.......................................................................................................................2
Research design............................................................................................................................2
Research strategy.........................................................................................................................3
Sampling technique......................................................................................................................3
Data collection process................................................................................................................4
Data collection technique.............................................................................................................4
Identification and definition of problem..........................................................................................4
Introduction to the problem..........................................................................................................4
Introduction of the company........................................................................................................5
Problem statement........................................................................................................................6
Facts and figures supporting the problem........................................................................................7
Research questions and objectives...................................................................................................9
Justification for the research..........................................................................................................10
Bibliography..................................................................................................................................12

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Introduction
The research process that is to be undertaken for the completion of the research
includes:
Research philosophy
Research philosophy is mainly of three types, which include positivism,
interpretivism as well as reality philosophy. For the completion of the research, it is necessary
to include positivism philosophy since it can help with the analysis of the data by using facts
and logical information about customer satisfaction in terms of service and food quality. At
the same time, positivism philosophy can be undertaken by using statistical data hence;
support of evidences can be provided to ensure the validity and reliability if the data.
Research approach
The research approach can be divided into two types, which include the deductive
approach as well as the inductive approach. In order to conduct this research, the application
of deductive approach can be used to analyse the level of customer satisfaction derived from
quality food and services provided in Fuel Shaq. The application of the deductive approach
can help by providing opportunity for the researcher make references to previous theories and
concepts about customer satisfaction. At the same time, deductive approach can help in
referring to studies conducted previously that are related to customer satisfaction in food and
service quality in general.
Research design
Research design includes the descriptive design, explanatory design as well as
exploratory design. The research conducted on the customer satisfaction in food and service
quality in Fuel Shaq can be done using the descriptive design. This can help in identifying the

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issues that exists in the food and service quality at the fast food restaurants, which may have a
negative effect on the customer satisfaction. At the same time, the use of the descriptive
design can be used to identify and explain the reasons that may lead to the emergence of
issues in the food and service quality at fast food restaurants.
Research strategy
The research strategy obtained can be in the form of case study, survey questionnaire
as well as interview method. In order to complete and understand the customer satisfaction
level in service and food quality in Fuel Shaq, the application of survey research strategy can
be used for the analysis. The application of the survey research strategy is considered suitable
as it can help in the collection of data from a large sample size such as the customers
interested in the consumption of fast food. Survey research strategy can be easily
administered and provide the advantage of being time and cost effective which may be
beneficial for the researcher.
Sampling technique
Sampling technique can be either simple random probability sampling as well as non-
probabilistic sampling. In the case of the research behind the customer, satisfaction in service
and food quality in Fuel Shaq the application of the simple random probability sampling
technique can be used. The application of the simple random probability sampling technique
can help to provide equal opportunities to every customers having experience with Fuel Shaq
to share their opinion. At the same time, the customers of Fuel Shaq can be given equal
opportunities to be selected in the data collection process. For the analysis, 70 customers
involved with Fuel Shaq can be selected.

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Data collection process
Data collection process is usually of two types, which include the primary data
collection process and the secondary data collection process. In order to conduct the research
in a proper manner primary data collection technique can be used for analysing the
satisfaction level of the customers in service and food quality in Fuel Shaq. The primary data
collection can be suitable for the research since it can help the researcher to conduct a survey
of the recent and updated information related to the topic. Along with this, the primary data
collection technique provides opportunities for the collection of raw data and first hand
experiences of the customers.
Data collection technique
Data analysis technique can be both qualitative as well as quantitative. The research
can be conducted using quantitative data analysis since it can help in the analysis of the
perception and expectation of the customers related to the Fuel Shaq. The qualitative data can
help in determining the influence on the level of customer satisfaction. A gap score can be
derived after researching about the expectation and perception related to the maintenance of
food and service quality for fast food restaurants. It can also help in the analysis of the impact
on customer satisfaction on a large scale.
Identification and definition of problem
Introduction to the problem
In the words of Hill and Brierley (2017), customers are considered as the significant
as well as key external stakeholders on which every business organisation need to provide an
emphasis for ensuring the development of profit as well as opportunities for revenue
generation. According to Agnihotri et al. (2016), every business organisation needs to engage
as well as strategise for the development of a satisfied customer base. It has been pointed out

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by Zablah et al. (2016) possessing a highly satisfied customer base is required for every
business organisation irrespective of the type of business sector in which it operates.
Saeidi et al. (2015) have also observed the fact that customer satisfaction help in
providing a competitive advantage for every business organisation so that the particular
organisation can be the best among the existing competitors along with in the perception of
the target audiences. However, on the other hand, as stated by Blut et al. (2015) ensuring the
customer satisfaction can be often challenging due to the varied need and preferences of the
target audiences and to ensure that the organisations can combat with the customer changes in
a constant manner. Therefore, as observed by Han and Hyun (2015) it can be said that for the
development of customer satisfaction it is necessary that organisations understand the
requirements of the customers in terms of their expectations of food and services.
The focus is on the food and service quality that are provided in Fuel Shaq, fast food
restaurant located in Malaysia. The development of the food and service quality in the
company can be attributed to the fact that every customer associated with Fuel Shaq need to
possess the ability to rate the services in a proper manner. Hence, it can be said that the
research is all about understanding the methods obtained for gaining customer satisfaction in
the fast food restaurant so that a company like Fuel Shaq can be successful in the business.
Introduction of the company
Fuel Shaq is a fast food restaurant located in Malaysia. The restaurant has been able to
provide high quality food to the people that visit the restaurant (FuelShaq.com, 2019). At the
same time, the restaurant is known for providing quality burgers, which includes some of the
fresh ingredients from the Malaysian market (FuelShaq.com, 2019). Therefore, it can be said
that for Fuel Shaq to gain success, the secret lies in the cooking of the burgers in the correct
manner (FuelShaq.com, 2019). The reason behind selecting the restaurant is the fact that Fuel

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Shaq is considered as one of the best restaurants in Malaysia and an analysis of the customer
satisfaction attributes followed by the restaurant can be useful for conducting the research in
a proper manner.
Problem statement
The problem statement that can be associated with the research is the fact that
customer satisfaction in food and service in fast food restaurants can be evident based on the
needs and expectations of the customers. This can be considered are distinctive since the
focus of every fast food restaurant is to ensure that the needs and expectations of the
customers are important. The primary customer satisfaction can arise due to the quality of the
food and services that are provided in the fast food restaurants. It can be claimed that after
providing a visit to the fast food restaurants, the failure to gain prompt responses from the
employees serving in the fast food restaurant, can cause customers to be dissatisfied.
At the same time, customer satisfaction provided by the restaurant can be questioned.
At the same time, failure of the employees to remain empathetic and warm towards the
customers during the visit to the restaurant may bring about questions in terms of customer
satisfaction that is provided in the restaurant. Apart from the hospitality and steadfastness of
the employees towards the customers, the food along with its presentation, temperature and
taste are also considered as parameters that define the satisfaction level of the customers. In
the case of failure to meet the mark of the food and services quality in the fast food
restaurant, customer satisfaction may be jeopardised.
Hence, due to the nature of the business sectors, which affect the level of customer
satisfaction in a negative manner, it is necessary to ensure that fast food restaurants gain a
proper understanding of the parameters that can help in the development of satisfaction level
of the customers. In this regard, it can be said that the problem is not only the manner in

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which the employees behave with the customers but also on the manner in which food and
services quality of the fast food restaurants can be used in an effective manner.
Facts and figures supporting the problem
As stated by Hwang and Suh (2018) customer satisfaction can be considered as a
manner in which organisations tend to meet the demands and needs of the people that are
loyal towards them. However, it has been evidenced that meeting customer satisfaction at a
consistent basis may not be easy for every organisation. According to Hussain, Al Nasser and
Hussain (2015), the biggest problem that can be associated with customer satisfaction is the
fact that every parameter of an organisation staring from the products and the after sales
services are analysed by the people. As stated by Ren et al. (2016) in the case of fast food
restaurants, the customer satisfaction can be considered based on the timely delivery of food,
quality of food as well as the behaviour of the employees working at the restaurant.
In this regard, several facts and figures can be stated that can highlight the need for
customer satisfaction. As observed by Lim et al. (2016) one of the facts that can be
considered is that good customer experience is shared with an approximate of 8 people out of
30. However, in the case of bad experience gained by the customers the fact is shared by 22
people. At the same time, Ramanathan, Subramanian and Parrott (2017) considered that this
fact could be considered as negative since the amount of people getting to know about the
bad experience of the customers make complaints irrespective of the good service provided.
In the case of Fuel Shaq, the problem can be considered as highly problematic mainly
because of the fact that it is located in various locations across Malaysia (Fuelshaq.com,
2019).
At the same time, as pointed out by Kaura, Prasad and Sharma (2015) another figure
that can be considered is the fact that out of the 30 customers, 26 of them can provide

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feedback while the rest tend to remain silent. This can be considered as another limitation
since the reputation of the organisations remains jeopardised. Thus, as stated by Pizam,
Shapoval and Ellis (2016) despite 10 good experiences gained by the customers, one bad
experience may play an important role in reducing the reputation of the organisations. For
Fuel Shaq, the restaurant needs to be careful in terms of the food and services that are offered
to the customers (Fuelshaq.com, 2019). Hence, it can be said that for the development of the
customer satisfaction in the fast food restaurant, it is necessary that Fuel Shaq maintain its
competence in terms of customer satisfaction (Fuelshaq.com, 2019).
Thus, from the analysis of Fornell, Morgeson III and Hult (2016) it can be said that
the problem that can be associated with the customer satisfaction can be attributed to the
interactions made with the concerned organisations. For Fuel Shaq, the restaurant needs to
understand the manner in which it can contribute to the development of the customer
satisfaction (Fuelshaq.com, 2019). From the problem statement associated with the research,
it can be seen that the customers take every parameter of a fast food restaurant into
consideration. Therefore, satisfaction level on each of the problems can be attributed to the
fact that Fuel Shaq need to understand the manner in which customer satisfaction can be
gained by analysing these parameters of business (Fuelshaq.com, 2019).
Hence, based on the analysis of the research, it can be said that the need to study the
problem and to conduct the research can be attributed to the fact that in the modern world,
gaining a competitive advantage can be considered as an important requirement. Ansoff et al.
(2018) stated that without competitive advantage, it can be difficult for an organisation to
maintain its dominance in the business. Hence, it is necessary that proper solution for
addressing the problem be made by understanding the concept of customer satisfaction,
factors that affect it and possible recommendations so that Fuel Shaq can meet the needs of
the customers to ensure their satisfaction over the fast food centre (Fuelshaq.com, 2019).

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Research questions and objectives
The objectives of the research are:
 To understand the concept of customer satisfaction
 To critically analyse 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
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?
Justification for the research
The research is conducted to understand the customer satisfaction level that can help
in the development of an organisation. It is necessary for every organisation to ensure that
factors related to attaining customer satisfaction can be attributed to the parameters that are
set for the research. It is necessary that every factor be taken into consideration so that
employees as well as organisations can be the main reason for the development of satisfaction
among the customers. Therefore, justification of the choice of topic can be considered as

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appropriate for the analysis of the topic. At the same time, justification needs to be made over
the choice of restaurant that is selected.
The choice of Fuel Shaq as the chosen restaurant for the research is that customer
satisfaction at the restaurants needs to be considered as a guiding parameter for the research.
It has been evidenced from the research that quality food, services and behaviour of the
employees working at the restaurants are considered as important factors that help in the
development of customer satisfaction. Hence, the choice of restaurants for attaining the
customer satisfaction level can be attributed to the fact that it provides a deeper analysis of
the factors that may help in the development of satisfaction among the customers.
Another justification that can be provided is the choice of the research process. It is
necessary to point out that the research on customer satisfaction over a particular restaurant
can be attributed to the fact that a firsthand experience of the customers is required. Hence,
conducting primary research in the form of survey is required to be undertaken for the
development of the research topic. Based on this, it can be said that the selection of
positivism philosophy, descriptive design and deductive approach can be considered as
supporting processes that can help in conducting the survey. The justification is that each of
these methods can help in providing logical information, refer to existing theories as well as
help in the development of strategies for collecting evidence for the research topic.
Hence, based on the analysis of the research, it can be said that the justification
provided over the choice of topic, research process as well as the choice of company are
appropriate. The fact that connection between the customer satisfactions can be attributed
with a fast food restaurant always provides a positive impact. At the same time, the focus on
Fuel Shaq can be attributed to the fact that it is one of the most famous fast food retail

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restaurants in Malaysia and conducting an analysis on this particular restaurant can help in
the successful completion of the research.