Customer Delight and Service Delivery: A Leon Restaurant Case Study

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Research Proposal – Customer service Topic
Customer delights and service delivery- An analysis of The Fast
Food Company - Leon, a fast-food restaurant chain of UK
Student’s Name:
Student’s ID:
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Abstract
Customer services are determined as the process to ensure the customer satisfaction with the
services and products offered by the company. Restaurants showing corporate regulatory
structures have identified the overall business process to satisfy the customers. This study has
focused to analyse the factors of a well-known fast food company – Leon while providing the
information on the concept. It has determined a brief survey to the customers in order to
understand the aspects reflecting customer delights and service deliveries of the branches. A
relevant approach with both secondary and primary research study has shown an effective
loom for the researcher to gain the data on the regarding hypothesis.
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Table of Contents
Introduction................................................................................................................................4
Background to the Study............................................................................................................4
Research Aim.............................................................................................................................4
Research Objectives...................................................................................................................4
Research Questions....................................................................................................................5
Rational of the Study..................................................................................................................5
The Scope of the Study..............................................................................................................6
Literature Review.......................................................................................................................6
Research Methodology...............................................................................................................7
Project Planning.........................................................................................................................9
Ethical Issues............................................................................................................................10
References................................................................................................................................11
Appendix..................................................................................................................................13
Appendix A: Questionnaire Template.....................................................................................13
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Introduction
Customer service is defined as the act to take care of the needs and requirements of the
customers, while delivering the services and products professionally by an organisation.
High-quality service assistance during, before and after the customer’s needs is the major
concerns that are to be met by an organisation, especially to the restaurant business. Customer
services play an equal part to genuine attention and communication to the diners. Restaurants
tend to treat the customers with utmost respect and care while assuring an excellent meal.
Such professional approach increases the customer loyalty to the restaurants. The study has
determined this aspect in analysing the services and customer delights for the well known fast
food chain –Leon, UK. The study has provided a brief approach to understand the best
possible approaches in the research methodology. Specifying the aim and objectives the
research proposal ensures all the necessary areas to analyse the concerned hypothesis.
Background to the Study
Customer delights as an approach have concerned to exceed the expectations of the
customers in exceeding the expectations of the consumers and creating positive emotional
reactions. Customer satisfaction is measured to such extent through which the expectations
are met. The study has concerned a well-known fast-food chain- Leon, the UK working
efficiently in the market. It has been founded by John Vincent, Allegra McEvedy and Henry
Dimbleby in 2004. The main headquarters is in London where the restaurant has expanded its
outlets top more than 50 locations in the UK (leon.co. 2019). In acknowledging the company
expansion the study has conducted a precise research study in order to gain knowledge over
this area and analyse the factors ensuring customer delights and services as provided by the
restaurant to its customers.
Research Aim
The research has aimed to analyse the fast food company Leon - a fast-food restaurant chain
of UK in order to comprehend the customer services and delights provided by the company.
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Research Objectives
The objectives are the key indicators that enable the researcher to be focused on the aim
determined in the research study. To ensure the overall performance of the study the
following objectives have been included –
 To identify the factors ensuring an efficient customer services in the fast food business
 To analyse the benefits or opportunities of effective service delivery and customer
delights as determined by Leon UK.
 To recognise different limitations and issues that have affected the service deliveries and
customer delights for the company simultaneously upsetting the customer satisfaction.
 To recommend the factors ensuring an effective service deliveries and delights in order to
reduce the limitation faced by the company.
Research Questions
 What are the effective factors that ensure an efficient or effective customer services in the
restaurant or fast food business?
 What are the significant factors associated with providing different opportunities or
benefits to the company having an effective service delivery approach and customer
delights?
 What are the different limitation or issues that have affected the assurance of efficient
service deliveries and customer delight approaches by Leon UK in order to upset the
customer satisfactions?
 What are the relevant factors liable to certify an enhanced approach of service deliveries
and positive customer delights that to ensure an affirmative loom to meet customer
satisfaction for Leon UK?
Rational of the Study
What is the issue?
The issue in providing the customer services in the fast food industry has shown the major
issues with positive and prompt services that has critically shown its importance in the
establishment success of restaurants. Improper training on the recent trends has been a
negative effect on customer satisfactions. Course corrections in delivering the food late are
some issues arises in service areas of the restaurant business.
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Why is the issue?
The food industry has shown a drastic change in service deliveries. The increase in embraced
technology, Internet-based reservations and deliveries and social media influences. The
change in customer preferences has shown the change in consuming the food (Business
Intelligence, 2017). Factors resembling long working hours and lack of time has provided the
alternative options to meal deliveries and hence raised the issues in the UK fast food market.
What is the issue now?
The issue or the challenges that the fast food service industry has faced is poor customer
loyalty due to the increase of new and better competition. Lack of proper innovation and
standing on the trends has affected the service deliveries and product choices. Such reasons
have raised the issue of logistic problems recently in the fast food industry of UK (Business
Intelligence, 2018).
What light this project will shed upon?
The project has ensured a research study to analyse the factors that have affected Leon as the
fast food chain industry in the UK. The study will shed light on understanding the issues and
determine the ways to resolve the issues in arising and affecting the business as taking the
perceptions of the customers.
The Scope of the Study
The study will signify all the different and relevant strategies in order to ensure the outcomes
on the respective hypothesis, as selected in this research proposal. The selection and
justification of definite research methodologies will provide a mind map to the researcher to
conduct the study, while fulfilling the deliverables with utmost efficiency and meeting the
objectives as determined in the study.
Literature Review
Customer satisfaction in the UK quick service restaurant industry
Customer satisfaction has combined five major dimensions that have shown the relation with
service quality in the UK fast food market. In understanding the importance of
responsiveness, tangibles and assurances have played a crucial role to drive customer
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satisfaction in the UK food industry. Physical attributes of service quality are identified as the
key aspect related to customer satisfaction, such tangible variables has been an essential
factor that has to drive the satisfaction of the customer as fast food market (Nguyen et al.,
2018).
Improving customer experience with effective service delivery and consistency
Customer experiences in the fast food industry or sector have reflected the issues associating
with poor subsequent and initial training to the front-line staffs working in the premises. The
necessity of effective employee engagement and socialisation with improved consistency has
shown the relevant area to improve the service quality in the fast food centres in the UK. In
acknowledging the importance of subsequent training, this aspect has been considered as a
wider area to ensure the potentials in relating to poor service delivery and hence impacting
the customer experiences (Andrews and Turner, 2017). Entrepreneurial assistance and
approach has shown the enhancement of employee loyalty and engagement that has also
fuelled the food sector driving higher competitive advantage.
The interrelationship between customer satisfaction loyalty and satisfaction with service
quality
Customer perspective in the fast food industry is considered as an important aspect to ensure
an efficient service delivery and customer delights. Service delivery and its quality play a
crucial role in influencing a positive approach to gain customer loyalty while providing more
than an expected service deliveries to the potential customers. Such influences increase the
concept of valuing the customers and meet the loyalty levels in an effective manner (Liu et
al., 2017).
Literature Gap
The study has focused on the concept of resembling efficient customer services. In gaining
the knowledge from different sources has ensured a current analysis of the customers and
their perception towards service deliverables. However, the moving changes in technology
and fast food or quick deliver trends have shown frequent changes. Therefore, the change of
customer attitudes has increased the gap to gain highly conclusive data as per changing future
trends.
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Research Methodology
Research methodology is referred to as the key indicator of systematic research approaches
identified to process, monitor and analyse the data availed form different selected sources.
The table below has shown the selection of approaches –
Dimension of researches Selected methods
Research Design Conclusive Research Design
Research Approach Deductive Research Approach
Research philosophy Positivism Research Philosophy
Sampling method Probability Sampling technique
Data collection method Primary and Secondary research methods
Table 1: Research Methodology
(Source: Created by the learner)
Research Design
It is a systematic framework that arranges the different conditions to gain a reasonable
outcome in a logical manner. The conclusive research design is selected to gain a well-
delivered study with ensured conclusions to the problems (Meyers et al., 2016).
Research Approach
It is referred to the plan identified by the researcher to process the study in an efficient way.
The deductive research approach is considered to develop the hypothesis and test it through
emerging data (Sekaran and Bougie, 2016).
Research philosophy
The philosophy determines the belief or phenomenon through which the data is gathered,
analysed and utilised. In relevance to this research study, Positivism research philosophy has
shown higher relativity to ensure a well-structured research study (Cazeaux, 2017).
Data collection method
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To collect the relevant information for the research questions and study, mixed data
collection method has been selected as the approach to collect data in this research study
(Primary and secondary methods) (Morse, 2016).
Sampling technique
The technique signifies a brief identification of entities that will be participated in the
research study. Probability sampling technique is highly justified to recognise the samples in
relevance to the research study (Etikan et al., 2016).
Project Planning
Activities 1 - 2
weeks
3 - 5
weeks
6 - 8
weeks
9 - 12
weeks
13 – 14
weeks
14 - 15
weeks
Selection of Research topic 
Research layout  
Literature review  
Secondary data collection 
Primary data collection   
Research Plan  
Comprehensive techniques  
Resource allowance  
Data interpretation  
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Research Assessment 
Signifying research outline 
Research execution 
Table 2: Gantt chart
(Source: Created by the learner)
Ethical Issues
Ethical considerations are essential to ensure the ethnicity of the respondents. Data Protection
Act 2018 is considered important to ensure the research study in the UK. Confidentiality and
dignity assurance of both the respondents and the data is considered important to resolve the
issues (Carey, 2018).
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References
Andrews, D. and Turner, S., 2017. Improving the customer experience through consistency
and effective service delivery in the United Kingdom public house sector. British Food
Journal, 119(3), pp.587-599.
Business Intelligence. (2017). Fast Food Industry Trends, Fast Food Industry Challenges |
Food Industry. [online] Available at: https://www.infinitiresearch.com/thoughts/trends-
challenges-fast-food-industry [Accessed 25 Feb. 2019].
Business Intelligence. (2018). Fast Food Industry Trends and Challenges, Food Industry,
Fast Food. [online] Available at: https://www.infinitiresearch.com/thoughts/fast-food-
industry-trends-challenges?
utm_source=IRonsite&utm_medium=IRbanner&utm_campaign=ctacheck [Accessed 25 Feb.
2019].
Carey, P., 2018. Data protection: a practical guide to UK and EU law. Oxford University
Press, Inc..
Cazeaux, C., 2017. Art, research, philosophy. Routledge.
Etikan, I., Alkassim, R. and Abubakar, S., 2016. Comparison of snowball sampling and
sequential sampling technique. Biometrics and Biostatistics International Journal, 3(1), p.55.
leon.co. (2019). LEON, Naturally Fast Food. [online] Leon Restaurants. Available at:
https://leon.co/ [Accessed 25 Feb. 2019].
Liu, W.K., Lee, Y.S. and Hung, L.M., 2017. The interrelationships among service quality,
customer satisfaction, and customer loyalty: Examination of the fast-food industry. Journal of
Foodservice Business Research, 20(2), pp.146-162.
Meyers, L.S., Gamst, G. and Guarino, A.J., 2016. Applied multivariate research: Design and
interpretation. Sage publications.
Morse, J.M., 2016. Mixed method design: Principles and procedures. Routledge.
Nguyen, Q., Nisar, T.M., Knox, D. and Prabhakar, G.P., 2018. Understanding customer
satisfaction in the UK quick service restaurant industry: The influence of the tangible
attributes of perceived service quality. British Food Journal, 120(6), pp.1207-1222.
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Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
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