Relationship Between Customer Satisfaction and Business Success

This research project investigates the relationship between customer satisfaction and business success, focusing on the Ledbury Restaurant in London. The project outlines the rationale, significance, aim, and objectives, along with research questions and a detailed literature review exploring factors contributing to customer satisfaction and their impact on business outcomes. The methodology includes exploratory research, data analysis, and both primary and secondary research methods. The research design, approach, and strategy are defined, covering sampling, ethical considerations, and reliability/validity aspects. The project includes a Gantt chart for planning and addresses data analysis and interpretation, leading to findings, discussions, conclusions, and recommendations. The literature review examines the importance of customer satisfaction in the hospitality industry, emphasizing service quality, employee morale, and the need to meet customer expectations. It references various studies highlighting the positive correlation between customer satisfaction and business success, and the importance of employee training, customer service, and complaint resolution. The study aims to identify the impact of customer satisfaction on the restaurant's performance and the factors that enhance it.

Research Project
RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND
BUSINESS SUCCESS Reference: LEDBURY RESTAURANT LONDON

TABLE OF CONTENTS
........................................................................................................................................................5
Rationale.................................................................................................................................6
Significance of the research....................................................................................................6
Aim of the research................................................................................................................6
Objectives of the study...........................................................................................................6
Research questions.................................................................................................................6
Literature Review...................................................................................................................7
LO1. 1.1 Formulate and record possible research project outline specification....................7
1.2 Factors that contribute to the process...............................................................................7
1.3 Critical review of key references......................................................................................8
Methodologies................................................................................................................................11
Research Philosophy............................................................................................................11
Research method..................................................................................................................11
Research Instruments............................................................................................................11
Research Nature....................................................................................................................11
Research Design...................................................................................................................12
Research Approach...............................................................................................................12
Research Strategy.................................................................................................................12
Sampling...............................................................................................................................12
Ethical issues........................................................................................................................12
c) Reliability and validity of research method.....................................................................13
1.5 Appropriate plan.............................................................................................................13
Gantt Chart...........................................................................................................................13
Data Analysis and interpretation....................................................................................................14
Data analysis.........................................................................................................................14
Data interpretation...............................................................................................................15
Findings and discussions................................................................................................................19
Conclusion and Recommendation.................................................................................................20
REFERENCES..............................................................................................................................21

Appendix..............................................................................................................................23

Illustration Index
Illustration 1: Theme 1.....................................................................................................................9
Illustration 2: Theme 2...................................................................................................................10
Illustration 3: Theme 3...................................................................................................................11
Illustration 4: Theme 4...................................................................................................................12
Illustration 5: Theme 5...................................................................................................................13

Title: Title: customer satisfaction upon business success.
Reference: Led bury restaurant London
The aim of this project is
To identify the importance of customer satisfaction within the restaurant.
To assess the relationship between customer satisfaction and business success
To determine different factors that can bring enhancement in the level of
customer satisfaction.
Rationale: The rationale for selecting this topic
The main aim of selecting this topic is to identify satisfaction level of customer
upon business success in Led bury restaurant and this attains desired results.
Through carrying out the research it helps in understanding the significance of
customer satisfaction in relation to attain desired success.
Main task :
Methodology
How are you
going to
conduct your
research?
I would be using:
-Exploratory research by understanding the problem
-data analysis
-secondary research
-primary research.
Sources of
Information:
Primary Data:
Secondary data References so far:
Questions: 1. What are the reasons …..?
2. What are the current practices followed……
3. Recommending …….
Supervisor’s signature: ...………………………………. Date: ……………………

Literature Review
Customer satisfaction is considered as the essence of any business enterprise. Therefore,
service industry focuses upon improving the level of service quality so that more number of
customers can be attracted in order to enhance the sales and profitability of firm. It is significant
of hospitality industry to identify the needs of customers so that they can provide those required
goods or service and thus attain desired results. Apart from this, it is essential for firm to enhance
employee morale as it plays a crucial role in delivering quality services to improve client base
within enterprise. Business needs to identify the expectations of customers and employee need to
deliver the same so that satisfied customers always visit the restaurant again. It is essential for
firm to provide clients a memorable experience by delivering dynamic service quality and
receiving quick service response to bend the standard practices. It involves welcoming guest by
offering them a welcome drink and providing them customized menu item available in the
restaurant. Customers want to feel they are give priorities and thus staffs needs to anticipate the
needs of clients and deliver the services accordingly (Karatepe and et. al., 2014).
It involves different factors that helps in contributing results within the project that
involves customer satisfaction survey, employee encouragement methods etc. All such methods
help in contributing to business success so that desired results can be attained. Customers are
considered as the main essence of any firm and thus it is essential for firm to identify their needs
and provide them proper products or services to attain satisfaction. Therefore, through satisfying
customer needs it helps firm to attain business success and give tough competition to rivals.
Business provides proper training to their employees in order to enhance their skills and
capabilities so that they can render the best customer service to enhance customer base (Assaf
and Magnini, 2012). It assists in enhancing the sales and profitability of firm in market. There
are different studies carried out in relation to particular topic which helps in assessing that
customer satisfaction is the crucial aspect within service industry and thus restaurant and
hospitality businesses focus upon identifying individual needs in order to provide them proper
goods or services and attain satisfaction. Here, top management of restaurant needs to encourage
the workforce in regard to attain customer satisfaction. Thus, it helps business to gain financial
benefits in the form of success (Athanasopoulou, 2012).
Further, restaurant sector is mainly dependent upon the customer satisfaction. As
satisfied, clients will visit again for repeat purchase. Therefore, it is essential for business to

employ skilled employees in regard to render quality services to guests and enhance their
satisfaction. Also, it involves wide range of competition in the restaurant industry and each and
every business competes with each other in order to provide customized services so that client
base can be enhanced up to a great extent (Deng, Yeh and Sung, 2013). Through improving
customer satisfaction it helps in attaining business success. In the current study, Ledbury
restaurant has been chosen which is located in London, England. Business aims to deliver quality
services to clients and gain their satisfaction so that business success can be attained (Hanks,
2014).
Jung and Yoon (2015), stated that customer satisfaction is considered as the essence of
any business enterprise. Therefore, service industry focuses upon improving the level of service
quality so that more number of customers can be attracted in order to enhance the sales and
profitability of firm. It is significant of hospitality industry to identify the needs of customers so
that they can provide those required goods or service and thus attain desired results. Apart from
this, it is essential for firm to enhance employee morale as it plays a crucial role in delivering
quality services to improve client base within enterprise (Jung and Yoon, 2015). Company
should provide timely training to employees in order to improve their performance and thus
render quality services to guests in order to attain business success. Different motivational
benefits in the form of monetary and non-monetary rewards are rendered to employees that help
in enhancing the morale of workers so that they are able to deliver best services to guests and
attain satisfaction. However, Karatepe and at. al., (2014), argued that it is essential for firm to
adopt effective customer satisfaction strategies in relation to attain desired success. It helps in
improving business performance so that sales and profitability can be attained. Business needs to
identify the expectations of customers and employee need to deliver the same so that satisfied
customers always visit the restaurant again. It is essential for firm to provide clients a memorable
experience by delivering dynamic service quality and receiving quick service response to bend
the standard practices. It involves welcoming guest by offering them a welcome drink and
providing them customized menu item available in the restaurant. Customers want to feel they
are give priorities and thus staffs needs to anticipate the needs of clients and deliver the services
accordingly (Karatepe and et. al., 2014). Customer satisfaction is crucial as it helps in providing
marketing department and business owners regarding measuring the success of firm. Restaurant
aims to build their own brand image in market so that large number of customers can be attracted

towards firm so that positive relationship can be build. Rendering quality services helps firm to
retain loyal customers for long term. Also, attaining customer satisfaction requires firm to update
their customers by providing them information regarding new food menu or any other changes in
the business so that they can consume the same in order to enhance satisfaction (Kasim, 2015).
As per the view of Kim and at. al., (2013), there is a positive relationship between
customer satisfaction and business success. It is essential for service industry to anticipate the
needs of clients and provide them the same products to attain success. Through providing
excellent customer service it assists firm to maintain sound relationship with clients and improve
business performance. It also helps them to make loyal customer base and achieve organizational
targets (Kim and et. al., 2013). It is essential for top management of firm to assess that retaining
loyal customers will help firm to attain business success. Thus, it also helps in making repeat
purchase and provides referrals to other so that sales and profitability of firm grows. For
instance, if firm knows their customers well than it is easy for them to make satisfied and hence
achieve business success. Knapp (2010), stated that it is also significant for firm to solve the
complaints of customers when they are not happy from the products or services. Thus, through
such way it helps in improving the relationship among business and customers. Restaurant
owners are required to hire skilled employees and provide them required training which helps
them to identify the needs of clients and provide them required services so that it makes them
satisfied. Hence, this results in improving business performance and attaining success (Knapp,
2010). Therefore, solving customer complaints is the best way to retain satisfied customers for
long term within firm. According to the McGrath and O'Toole (2012), maintaining level of
customer satisfaction helps in creating positive impact upon firm's success. Therefore, it is
essential for management of restaurant to provide motivation to their workers so that they can be
encouraged in order to render quality services to guests and attain business goals (Treyti, 2008).
Providing excellent customer service helps firm to attain competitive edge over rivals and
improve its performance in market. It can be assessed that satisfied clients increases mouth
publicity of restaurant and thus which helps in enhancing the brand image of firm in market so
that success can be attained (McGrath and O'Toole, 2012).
As per the Moodley (2007), it involves different factors which help in bringing
enhancement in the customer satisfaction within restaurant. However, it is essential for firm to
create effective technical implications within firm so that clients can be satisfied from the

services and visit the restaurant regularly. It helps organization to improve their performance and
attain desired results. Restaurant owners are required to train their employees so that they can
quickly solve the issues of guests and provide them better customer convenience. Workers need
to anticipate the requirements of clients so that appropriate service delivery process should be
rendered in order to enhance the sales and profitability of firm in market (Moodley, 2007).
Hence, it can be assessed that customer satisfactions possess direct impact upon the business
performance. Shing, Koh and Nathan (2012), stated that there are different factors that helps in
improving customer satisfaction such as communication which helps in enhancing individual
satisfaction so that it ensures them to deliver best services to clients and attain results. Employees
are required to behave confidently so that they can deal with people who know what they are
doing and thus rendering quality services to clients so that best results can be attained (Solnet,
2006). Further, staffs needs to work efficiently in relation to build customer confidence so that
performance of individual can be enhanced in order to meet their needs and take right decision.
Always provide timely solution of the problems faced by customers so that they can be retained
for long term within firm (Shing, Koh and Nathan, 2012). Hence, all such factors assist in
improving customer satisfaction and bringing positive results so that success can be attained.
Customer satisfaction is the best tool that helps in enhancing the performance of business and
attaining desired goals (Wu and Lu, 2012).
Rationale
The research aims to identify customer satisfaction level in Ledbury Restaurant London.
Present research study aimed at identifying impact that customer satisfaction have on firm
performance. The main aim of selecting this topic is to identify the impact of customer
satisfaction upon business success and thus attain desired results. Through carrying out the
research it helps in understanding the significance of customer satisfaction in relation to attain
desired success within firm. Through this research work organisational will be able to determine
various factors that are influencing clients. On the basis of that companies will be able to make
necessary changes and satisfy their users. During this process various factors are considered such
as employees motivation, skills, production, etc.
Gnatt chart

Figure 1GANTT chart
Title of assessment
Association amid of customer satisfaction and business success- a case reference to Ledbury
Restaurant, London
Aim of the research
The aim of the study is “To assess the relationship between customer satisfaction and
business success- a case reference to Ledbury Restaurant, London.
Objectives of the study
 To identify the importance of customer satisfaction within Ledbury Restaurant.
 To assess the relationship between customer satisfaction and business success.
 To determine different factors that can bring improvement in the level of customer
satisfaction within restaurant.

Significance of the research
This research work is considered as one of the most significant step of the company. With
the help of this process firms are able to identify various factors that are decreasing satisfaction
level of the customers, due to which growth and profitability of the company is gradually
decreasing. Through this process they are able to determine those factors and on the basis of that
take necessary steps. Another important factors is it contributes into the improved quality of the
services. If the quality of these are promising customers automatically get attracted towards the
products. Along with this techniques are also very important for producing quality services. On
the basis of above findings it is identified that organisation are also considering several factors
in order to meet demands of their customers and satisfy them.

Research questions
 What are the importance of customer satisfaction within Ledbury Restaurant.
 What is the relationship between customer satisfaction and business success.
 What are the different factors that can bring improvement in the level of customer
satisfaction within restaurant.

Methodologies
Research method
The present report that is carried on customer satisfaction and business success will
consist of both the data collection methods i.e. primary and secondary data collection method.
The primary data will be used for gathering fresh and new information in respect to satisfaction
level that customer have towards relevant firm (Mackey. and Gass, 2015). Various methods are
available such as questionnaire, survey, interview etc and former technique will be used to gather
data in respect to customer satisfaction at restaurant Ledbury. On the other hand secondary data
collection method will be used for gathering existing data from different sources such as
newspapers, books, journals, articles, etc. It will help the analyser in order to develop deep
understanding about the issues.
Research Instruments
There are many techniques that are used for collection of data. Data for present research
study will be taken by distributing questionnaire among respondents. These questionnaire will be
related to satisfaction level in respect to restaurant Ledbury services. Sample of 40 people will be
taken for data collection. 6 questions were developed in the questionnaire in respect to
satisfaction level that customers have from the business firm. In this process various questions
will be develop based on the different factors related to customer satisfaction. In this step these
questions are asked from the knowledgeable person due to which quality of the results
automatically get increased. .
Research Nature
Exploratory research will be carried out in present research study so as to identify
relationship that customer satisfaction have on restaurant performance. Relevant approaches will
be used in the present research study to analyse facts in better manner. The research work is
based on the exploratory nature, due to which individual will be able to develop deep
understanding about the factors that affect satisfaction level of people from restaurant Ledbury.
On the basis of that analyser can determine elements that are influencing outcomes. In order to
overcome them necessary strategies can be applied for maximising customer satisfaction level.