Research on Customer Satisfaction in Fuel Shaq Fast Food Restaurant

This report investigates customer satisfaction in Fuel Shaq, a fast food restaurant in Malaysia, focusing on the impact of food and service quality. It begins with an overview of customer satisfaction, highlighting its importance for business organizations and the challenges in achieving it. The problem statement identifies issues in food and service quality that affect customer satisfaction in fast food restaurants, such as slow service, lack of empathy from employees, and inconsistencies in food presentation and taste. The research aims to analyze the impact of customer satisfaction in service and food quality in Fuel Shaq, with objectives including understanding customer satisfaction, analyzing factors affecting it, identifying issues, and providing recommendations for improvement. The literature review explores the concepts of customer satisfaction, food and service quality, and dimensions of service quality, including tangibles, responsiveness, assurance, empathy, and reliability, using the SERVQUAL model. The methodology employs a positivism philosophy, deductive approach, and descriptive design. The report concludes by outlining a project schedule and estimated costs for the research. Desklib offers a variety of study resources, including past papers and solved assignments, to support students in their academic endeavors.

Running head: RESEARCH METHODOLOGY
Research Methodology
Name of the Student:
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Table of Contents
1. Overview..................................................................................................................................3
Problem statement.......................................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................4
Research questions.......................................................................................................................4
Research hypothesis.....................................................................................................................4
Research rationale........................................................................................................................5
Structure of the dissertation.........................................................................................................5
Summary......................................................................................................................................5
2. Literature review......................................................................................................................6
Concept of customer satisfaction.................................................................................................6
Factors affecting customer satisfaction.......................................................................................6
Concept of food and service quality............................................................................................7
Dimensions of service quality.....................................................................................................8
SERVQUAL model of service quality........................................................................................9
3. Theoretical framework.............................................................................................................9
4. Methodology..........................................................................................................................10
Research philosophy..................................................................................................................10

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Research approach.....................................................................................................................10
Research design.........................................................................................................................10
Research strategy.......................................................................................................................11
Sampling technique and sample size.........................................................................................11
Data collection process..............................................................................................................12
Data analysis technique.............................................................................................................12
Ethical considerations................................................................................................................12
5. Project schedule......................................................................................................................13
6. Estimated cost.........................................................................................................................14
References......................................................................................................................................16

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1. Overview
Customers are the significant and key external stakeholders that business organizations need
to emphasize on for ensuring profit and revenue generation. According to Al-Tit (2015), business
organizations should engage and strategize for developing a satisfied customer base. Having a
satisfied customer base is necessary for the business organizations irrespective of the business
sector they operate. Customer satisfaction provides competitive advantage for the business
organizations and being the best one among the existing competitors in the eye of the target
audiences. However, on the other hand, ensuring customer satisfaction is often challenging
because of the varied need and preferences of the target audiences and combating with the
constant customer changes (Wu, Huang & Chou, 2014).
Problem statement
Customer satisfaction in food and service in fast food restaurants is evident because the
needs and expectations of the customers are fairly distinctive. The primary customer satisfaction
arises because of the quality of the food and service in the fast food restaurant. Upon visiting the
fast food restaurant, if the customers do not get prompt response from the employees serving in
the fast food restaurant, customer satisfaction is questioned. Additionally, if the employees fail to
be empathetic and warm towards the customers upon their visit to the restaurant, customer
satisfaction is also questioned. Moreover, food, its presentation, temperature and taste is also not
up to the mark in fast food restaurant due to toe nature of the business sector that affects the level
of customer satisfaction negatively (Lai, 2015).

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Research aim
The aim of the research is to analyze the impact of customer satisfaction in service and
food quality in Fuel Shaq, a fast food restaurant in Malaysia.
Research objectives
The objectives of the research are:
 To understand the concept of customer satisfaction
 To critically analyze 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
Research questions
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?
Research hypothesis
The hypotheses of the research are:
H0: Customer satisfaction in service and food quality has no impact on fast-food restaurant

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H1: Customer satisfaction in service and food quality has an impact on fast-food restaurant
Research rationale
Undertaking the research is significant because this will help in analyzing the
effectiveness of customer satisfaction in service and food quality in Fuel Shaq, a fast food
restaurant in Malaysia. This research is significant because this will help in identifying the gap
the customer satisfaction gap that exists in terms of service and food quality in fast food
restaurants in respect to Fuel Shaq in Malaysia. Identifying the reasons of inadequate customer
satisfaction in service and food will help in analyzing its significance for fast food restaurant
Fuel Shaq. Additionally, addressing the main customer satisfaction issues will help in developing
strategies for overcoming it suitably (Izogo & Ogba, 2015).
Structure of the dissertation
The overall dissertation is completed in five chapters that include introduction, literature
review, research methodology, data analysis, conclusion and recommendations. Each of the
chapters plays a significant role in completing the entire dissertation successfully, as the chapters
are developed consecutively with the aim of completing the research appropriately.
Summary
Therefore, from this chapter, it can be summarized that adequate and relevant information
about customer satisfaction in service and food quality in fast food restaurant has been provided
in this chapter that helped in developing research aim, objectives and hypotheses suitably
thereby, helping in completing the research successfully.

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2. Literature review
Concept of customer satisfaction
The term customer satisfaction is used frequently in marketing, as a business cannot grow
without happy and satisfied customer base. As mentioned by Agnihotri et al. (2016), the concept
of customer satisfaction highlights measuring how products and services sold by the business
organizations either meet or exceeds the expectation of the customers. However, as argued by
Orel and Kara (2014), customer satisfaction is also defined as the total number of customers
whose experience with the business organizations, the products and the services surpasses the
specified satisfaction goals. It is necessary for the business organizations to have a satisfied
customer base for gaining competitive advantage. Considering the fast food restaurant sector,
ensuring and achieving customer satisfaction is of utmost significance for surviving the fierce
and competitive market.
Factors affecting customer satisfaction
When it comes to fast food restaurants, the level of customer satisfaction is influenced by
food and service quality of the respective fast food restaurant. Food quality in fast food
restaurants is defined by the presentation, temperature, hygiene, nutritional value and cleanliness
of the respective restaurant. According to Dabholkar (2015), customer satisfaction is largely
affected by the appearance and temperature of the food that is being served to them. A simple
food presented beautifully that is warm influences and improves the level of customer
satisfaction largely than a food served which is dull looking and cold to the pallet. However, as
argued by Dhar (2015), customer satisfaction in fast food restaurants is not only influenced by
the physical appearance of the food but affected by the nutritional value and hygiene of the food
presented to the customers. Customers have become health conscious and they prefer foods with

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suitable and required nutrition and hygienic. Therefore, customer dissatisfaction in Fuel Shaq
occurs when the fast food restaurant are unable to fulfill the aforementioned attributes in terms of
food quality.
Apart from food quality, service quality also determines the level of customer
satisfaction. As mentioned by Yarimoglu (2014), the cleanliness of the restaurants affects
satisfaction among the customers largely. Upon visiting the restaurant, if the customers do not
find restaurant clean, the satisfaction level is highly questioned. Therefore, if a customer sees a
restaurant that is not clean affects satisfaction level of the customers negatively. However, as
argued by Raunch et al. (2015), the responsiveness and empathetic nature of the employees
towards the customers when they visit the restaurant influences the level of customer
satisfaction. Therefore, if the employees of Fuel Shaq are not responsive and empathetic, the
customer satisfaction is affected negatively largely.
Concept of food and service quality
Service and food quality are crucial when it comes to fast food restaurants and its impact
on customer satisfaction. As mentioned by Khan and Fasih (2014), service quality is defined as
the assessment conducted for determining whether the service offered by the business
organizations is capable of fulfilling the needs and expectations of the customers while availing
the foods and services. However, as criticized by Lee and Kim (2014), the concept of service
quality is to determine the gap between the expectation and perception of the customers in terms
of the products and services they has to offer. Service quality is calculated by the equation (SQ =
P - E).

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Dimensions of service quality
The different dimensions of food and service quality include tangibles, responsiveness,
assurance, empathy and assurance. In Fuel Shaq, for ensuring customer satisfaction the
aforementioned dimensions of service quality needs to be fulfilled suitably.
Tangibles: Tangibles in service quality is crucial because this determines the level of
satisfaction and appropriateness of the service among the customers. Appropriateness in terms of
tangibility helps in creating positive and suitable first impression that stays forever. The first
impression of the service quality of the fast food restaurants can be defined in terms of the
physical appearance of the restaurants, décor, staff behavior and the interior of the restaurant
(Yarimoglu, 2014).
Assurance: In fast food restaurants, assurance is a significant aspect that defines food and
service quality both. Assurance helps in developing trust and confidence among the customers
that influences customer satisfaction directly (Kitapci, Akdogan & Dortyol, 2014).
Responsiveness: As fast food restaurants are highly customer centric, being responsive to them
is of utmost significance. As a result, the fast food restaurants are able to give prompt and
spontaneous service to the customers thereby, ensuring customer satisfaction (Orel & Kara,
2014).
Empathy: Considering the nature of service in fast food restaurants, the employees of the
restaurants need to be empathetic, as this provides an opportunity to understand the customer
need and demands and develop customer satisfaction positively (Bezerra & Gomes, 2015).
Reliability: Reliability in fast food restaurant indicates service efficiency of the restaurant
suitably. As a result, the customers can rely on the service and food quality of the fast food

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Customer satisfaction in food and service quality
Tangibles
Reliability
Assurance
Responsiveness
Empathy Fast-food restaurants
restaurant that develops customer satisfaction slowly yet steadily (Kaura, Durga Prasad &
Sharma, 2015).
SERVQUAL model of service quality
SERVQUAL model in service industry, fast food restaurant, is highly preferred for
measuring the level of customer satisfaction and happiness. The model was developed with the
aim of analyzing the quality in respect to service and food offered by organizations such as
hotels and restaurants, as they are primarily customer centric. The SERVQUAL model is
formulated on the gaps that arise while ensuring effective food and service quality in restaurants
and the formula is “Q = P – E” where Q is denoted as the quality served by the restaurant, P is
denoted as the perception of the customers and E is denoted as the expectation of the customers
thereby, measuring customer satisfaction in terms of service and food quality provided in
restaurants (Parasuraman, Zeithaml & Berry, 1985)
3. Theoretical framework
Figure 1: Conceptual framework

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(Source: Created by the Author)
4. Methodology
Research philosophy
For this study, positivism philosophy will be used for analyzing customer satisfaction in
service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using positivism
philosophy is best-suited because this helped in using facts and logical information about
customer satisfaction in terms of food and service followed by making quantifiable observations.
Additionally, using positivism philosophy facilitates using statistical data thereby; supporting the
evidence gathered and will ensure data validity and reliability suitably (Kumar, 2019).
Research approach
For this study, deductive approach will be used for analyzing customer satisfaction in
service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using deductive
approach will provide an opportunity for the researcher to refer to previously existing theories
and concepts about customer satisfaction. Additionally, using deductive approach will also
facilitate referring to previously conducted studies about customer satisfaction in service and
food quality and make suitable observations in respect to the fast food restaurants (Mackey &
Gass, 2015).
Research design
For this study, descriptive design will be used for analyzing customer satisfaction in
service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using descriptive
design will be rationalized because this will help in identifying the food and service quality
issues that occur in fast food restaurants that affects the customer satisfaction largely.

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Additionally, using descriptive design will also be facilitated because this will help in identifying
the explaining the reasons that led to the emergence of food and service quality issues in fast
food restaurants and how it questions customer satisfaction. As a result, descriptive design will
provide an opportunity to develop strategies to overcome food and service quality issues and
improve customer satisfaction significantly (Taylor, Bogdan & DeVault, 2015).
Research strategy
For this study, survey research strategy will be used for analyzing customer satisfaction
in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia. Using survey
research strategy will be most suited because this will help in collecting data from the large
customer population of fast food restaurant of Fuel Shaq in Malaysia. Additionally, survey
research strategy will be used because of the benefits it has to offer while collecting data. Survey
research strategy will be used because it is easily administered and is both time and cost effective
that will be highly beneficial for the researcher while collecting data (Flick, 2015).
Sampling technique and sample size
For this study, simple random probability sampling technique will be used for analyzing
customer satisfaction in service and food quality in Fuel Shaq, a fast food restaurant in Malaysia.
Using simple random probability sampling technique will be the most appropriate because this
will be provide equal chances for all the customers of Fuel Shaq to share their opinion.
Additionally, using simple random probability sampling technique will also provide random
chances for the customers of Fuel Shaq to be selected in the data collection process and share
their opinions and views about customer satisfaction in food and service quality. 70 customers of
Fuel Shaq will be selected as the sample size for gathering adequate and relevant data about the
research topic (Neuman & Robson, 2014).