Evaluating Italian Food Quality & Customer Satisfaction: A Case Study

This report delves into the critical aspects of customer satisfaction within the restaurant industry, specifically focusing on the quality of Italian food and its influence on customer perception. The research employs a case study approach, centering on TRATTORIA DA LUIGI, a restaurant in Church Street, Stroke Newington. The report begins with an introduction that highlights the significance of customer satisfaction in a competitive market, emphasizing the importance of addressing customer needs and preferences. The literature review examines the importance of high-quality food products, the challenges in meeting customer expectations, and strategies for enhancing customer satisfaction, including staff friendliness, customer loyalty programs, and surprise offerings. The methodology section describes the descriptive research design, interpretivism philosophy, and inductive approach used, along with data collection techniques involving a survey of 50 customers. The data analysis will be based on qualitative research methods to gather insights into customer viewpoints on the quality of food served. The report concludes with recommendations for improving customer satisfaction and areas for further consideration. The research aims to evaluate the effectiveness of Italian food quality and originality to improve customer satisfaction at TRATTORIA DA LUIGI.

Research Project
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Table of Contents
1. INTRODUCTION.......................................................................................................................3
1.1 Background...........................................................................................................................3
1.2 Research Aim........................................................................................................................3
1.3 Research objectives...............................................................................................................4
1.4 Research Question.................................................................................................................4
2. LITERATURE REVIEW............................................................................................................5
2.1 Overview...............................................................................................................................5
2.2 Quality of Italian products....................................................................................................5
2.3 Problems in satisfying the customer needs...........................................................................5
2.4 Ways in which customers satisfaction can be improved.......................................................6
3. RESEARCH METHODOLGY...................................................................................................8
3.1 Overview...............................................................................................................................8
3.2 Research design.....................................................................................................................8
3.3 Research philosophy.............................................................................................................8
3.4 Research approach................................................................................................................8
3.5 Data Collection techniques...................................................................................................9
3.6 Sampling...............................................................................................................................9
3.7 Data analysis.........................................................................................................................9
3.8 Ethical consideration.............................................................................................................9
4. DATA ANALYSIS....................................................................................................................10
4.1 Data collection....................................................................................................................10
4.2 Data analysis.......................................................................................................................11
5. CONCLUSION..........................................................................................................................15
Recommendation.......................................................................................................................15
Areas for further consideration.................................................................................................15
REFERENCES..............................................................................................................................17
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TITLE – To evaluate the quality of Italian products and originality to improve customer
satisfaction: A case study on TRATTORIA DA LUIGI
1. INTRODUCTION
In modern era, without customer satisfaction, the company cannot succeed in competitive
market. It is significant for the organisation whether they are belonging from any sector to satisfy
the customer needs. If nay problem has been arising between the organisation and customers
regarding their requirements. Then it is the duty of management to resolve them in appropriate
manner. While providing the services in restaurant then the staff have to speak with them in
proper manner. First they have to provide them menu of food so that they came to know about
what kind of food are provided by this restaurants (Chuang and et. al., 2012). Customer
satisfaction plays an important which help the organisation in order to gain their objectives and
target new customers. The proper strategies have to followed by the manager in order to fulfil the
needs of customers and retain them for a longer period of time.
1.1 Background
As there are many customers whose choices are to eat Italian food. There are primary
factors which are used in food itself such as for cuisine it includes Italian, Japanese, Mexican etc.
The waiters are offering these foods in different styles to attract the large number of customers.
The customer is very crucial if they found that any new restaurant has been opened.
TRATTORIA DA LUIGI this restaurant has been opened recently in Church Street, Stroke
Newington. For restaurant it is essential to improve the customer’s satisfaction. Through this the
organisation can retain long period of time in competitive market. This company have to target
new audience in order to make strong customers base (Di Renzo, 2010). So they have to provide
food according to the choice of customers.
1.2 Research Aim
To evaluate the effectiveness of quality of Italian food and to improve customer
satisfaction: Case study on TRATTOIRIA DA LUIGI.
1.3 Research objectives
 To evaluate effectiveness, the quality of Italian products which has been used by
TRATTOIRIA DA LUIGI.
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 To ascertain the problems in satisfying the customer needs.
 To recommend the ways in which customer satisfaction can be improved.
1.4 Research Question
 What are the products or ingredients are using by this restaurant for making the Italian
food?
 What problems are facing by organisation to improve customer satisfaction?
 What are the recommendation has been provided to organisation in which they can
satisfy the customer needs?
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2. LITERATURE REVIEW
2.1 Overview
In this part different views of authors have been discussed which help the researcher to
collect various information. While obtaining information form these sources the investigator will
not get the reliable and relevant result for their research topic. The investigator can take the
information from internet, books, journals to get the information.
2.2 Quality of Italian products
According to Eckert (2012), it is examined that for every restaurant it is essential to use
high quality foods products. In order to help the purchase high quality of food then the manager
have to take the help of expertise. Through this they will came to know about quality of products
which are using by them. The brand of quality of food should be refer to DOP, IGP, STG and
many more which permit the manager of TRATTORIA DA LUIGI to identify the typical
product which has been obtained by them. The products with the collective brand are controlled
and certified by the organism which gives the guarantee for conformity.
The chef of this restaurant are using high quality of products which are used in Italian
food and help them to attract the customers from different places. At new place the food should
be provided according to the taste of customers (Ryu and Han, 2010). This restaurant is
providing the food in container also to take the food for homes. The ingredients of food should
be used in appropriate manner.
2.3 Problems in satisfying the customer needs
In modern era, it is essential to customer needs by conducting proper market research.
There are many reasons which become the problem of organisation in satisfying the customer
needs. As stated by Haghighi and et. al., (2012), it is reserved that for opining new restaurant at
new place then the company have to provide food according to the taste of customers. The
quality of food must be good so it depends on the chef that how they are making the food. As
this restaurant is new for Church street place and it is difficult for them to satisfy the customer’s
needs. The marketing manager of this company have to conduct proper market before opening
restaurant at new place.
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The managers are not able to identify that the taste and preference of customers in order
to provide quality of foods. As per view of Han, Kim and Hyun (2011), it is reserved that the
following are problems which can be faced by the organisation in terms of providing delicious
food.
Quality and quantity of food – To identify the problems of customer satisfaction the
company first have to set the how much quantity of food should be given to customers. The
quality of food should ensure that customers are satisfy with the food ingredients.
Delivery of food – While the customers are going to restaurant and they order the food.
At this the delivery of food should be on time. For example, if waiter is serving the food to
customers and the food is not properly arriving with customers then they are not satisfying the
needs of customer.
Different culture – There are many customers who are belonging from different cultures
then it became the problem of organisation to satisfy their needs. Different culture is having
different taste of food, quality or quantity.
2.4 Ways in which customer’s satisfaction can be improved
There are many ways in which customer’s satisfaction can be improved by the
organisation at new place. For making customer base strong, TRATTORIA DA LUIGI
restaurant have to properly identify the needs of customers (Lee, Cho and Ahn, 2012). It is is
important for the firm because if the customers satisfaction is there they can target new audience
also. Through this they will retain in market for a long period of time. According to Hume and
Sullivan Mort (2010), it is depicted that the following are some ways in which the firm can
improve the customer satisfaction.
Increase the friendliness of staff – In restaurant, the manager has to concentrate on the
customer service and provide proper ongoing training to entire staff. Training should be provided
on priority basis. So the employees can deliver best services to them. The customer will fell
happy when the staff is extra-friendly and willing to go for the extra mile. While training giving
to staff it is a customer service technique.
Reward to customers – The manager of restaurant can earn the loyal customers with the
help of customer royalty programme. While conducting the proper loyalty programme it is the
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great way to encourage repeat business. The managers can give reward in terms of providing
them a surprising dinner with a free appetizer or dessert.
Surprise them with something new dishes – Shake it up as a little bit. Once in a month,
conduct the surprise dinners by picking random customers or for providing them a to enjoy the
desserts, drinks or dinner.
Don't Make them to wait – If person is waiting for a long time for dinner then it may be
the turning point for TRATTORIA DA LUIGI. They have to avoid all such things at all the cost.
There should be an enough staff to serve the food on timely.
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3. RESEARCH METHODOLGY
3.1 Overview
Research methodology is that part which is used as the tool to collect the information
from different sources. There are many research tools and techniques which can be used by the
researcher in order to identify the proper solution for their research topic. For the present topic
research to evaluate the quality of Italian products and to improve customer satisfaction: A case
study on TRATTORIA DA LUIGI, various research design, approach, philosophies has been
used.
3.2 Research design
In this the investigator will set the methods and procedure while collecting and analysing
variables for the research problem. There are many type of research design which can be used by
the researcher on which the research topic is based. These are descriptive, semi-experimental and
many more. For this research report, descriptive design is used. It is important for the restaurant
to use quality of Italian products and satisfy the customer needs (Hwang and Zhao, 2010).
Through this design further research can be proceeding.
3.3 Research philosophy
Research philosophy is vast topic. With the help of philosophies, it deals in various
sources, nature and increase the knowledge of investigator. New ideas will be generated. There
many types of research philosophy such as positivism and interpretivism. In positivism will
make the facts of information through observation. Whereas in interpretivism, it integrates the
human interest for the research topic. The present research will have based on interpretivism is
used to gain the effectiveness of result.
3.4 Research approach
With the help of research approach, the hypothesis of research topic has been prepared.
There are two type of research approach i.e. inductive and deductive. To improve customer
satisfaction and used quality of Italian products for this inductive approach has been used. In this
approach, various theories are formed on the basis of specific observation.
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3.5 Data Collection techniques
The investigator can collect the data with the help of primary or secondary resources. In
primary resources, the investigator will conduct the survey or make the questionnaire or with the
help of observation. Whereas in secondary resources, the information is collecting through the
journals, articles, internet and many more. For the present research report, a sample of 50
customers of TRATTORIA DA LUIGI has been taken.
3.6 Sampling
In this the survey on 50 customers of the cited restaurant has been conducted. The
questionnaire has been prepared for taking the response about the customer’s satisfaction.
3.7 Data analysis
The analysis of data can be done in two ways i.e. in qualitative and quantitative. In
qualitative data the information is not collected in terms of number or numerical data. In this the
use of pictures, graphs, observation are using. Further in quantitative, the data is collected in
numerical way to analyse the information in different manner. For present research topic,
qualitative research analysis has been used. Qualitative method is used because it will help to
researcher to collect reliable information. Through this they will also came to know about that
what are their point of view of customers when TRATTORIA DA LUIGI is serving bets quality
of Italian food.
3.8 Ethical consideration
The researcher will face many problems while collecting the information from different
sources. If they have to collected the information through primary source then the information
should be keep confidential (Jung and Yoon, 2011). Further, if the information has to be
collected with the help of websites and these websites are showing access denied, then they have
to take take prior approval from the owner. The information should be kept confidential; it
should not be share with anyone.
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4. DATA ANALYSIS
4.1 Data collection
The data has been collected from the different sources while conducting the survey on the
customers of TRATTORIA DA LUIGI restaurants.
Questionnaire
Name
Age
Gender
1. Have you ever visited in TRATTORIA DA LUIGI restaurant?
 Yes
 No
2. How will you rate the services which has been provided by the staff?
 Poor
 Average
 Good
 Excellent
3. The proper training has been given to staff to provide quality of services to customers?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Highly dissatisfied
4. Whether the food is provided according to needs of customers?
 Agree
 Disagree
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 Neutral
5. How Do you often visit in Italian Food restaurant?
 Every Day
 Alternative days
 Weekends
 Once in a month
6. What is the main problem which is facing by TRATTORIA DA LUIGI restaurant?
 Wrong workers
 Hygiene problem
 Other problems
 No problems
7. Do you think this restaurant will be triumphant over all its competitors?
 Yes
 May be
 Never
8. How often do you eat in Italian restaurant?
 Birthday
 Weekends
 Once in a month
9. Which among the following is your favourite product at TRATTORIA DA LUIGI
restaurant?
 Antipasti
 Pizza
 Pasta
 Contorni
10. Recommend the ways in which the restaurant can satisfy the customer requirements.
4.2 Data analysis
Theme 1 – The people of Church street, Stroke Newington is visited in this restaurant.
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Findings - From the above research it has been shown that when the customers of
Church street it has been asked that whether they had been visited in this restaurant or not. Then
response was really good. 70% of people are agree about that they had visited in this restaurant.
Further, 30% of people are saying that they had not visited. The reason behind that it is located at
suitable place where people are facing problem regarding parking and many more issues.
It is intreprete from above that the restaurant should be located at crowd area so that they
can attract large number of customers in new place.
Theme 2 – Most of the customers are not happy with the services of staff while serving the
food.
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Yes No
0
5
10
15
20
25
30
35
40
35
15
Column B