Critical Literature Review and Research Methodology: M&D Catering

This report presents a critical literature review and research methodology focused on customer satisfaction within the context of the M&D Catering Company. The literature review explores key factors influencing customer satisfaction, including service providers, cost and quality, customer management, supplier effects, and time limits. It delves into the Kano Model of Customer Satisfaction, examining how different attributes impact customer perceptions and satisfaction levels, and the Gaps Model of service quality, identifying gaps that can lead to customer dissatisfaction. The report further analyzes the relationship between service quality and customer satisfaction, highlighting the importance of customer loyalty and how it is influenced by service experiences. The research methodology section outlines the research philosophy, approach, and design, including sampling and data collection methods, data analysis techniques, and ethical considerations. The report also addresses research limitations and includes a Gantt chart and references.

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Critical Literature Review and Methodology
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Critical Literature Review and Methodology
Contents
Literature Review........................................................................................................................................3
Important factors:...................................................................................................................................3
Kano Model of Customer Satisfaction.....................................................................................................5
Gaps Model of service quality.................................................................................................................6
Service Quality.........................................................................................................................................6
The relation between service quality and customer satisfaction............................................................8
Research methodology..............................................................................................................................12
Research philosophy..............................................................................................................................12
Research approach................................................................................................................................12
Research design.....................................................................................................................................14
Sampling method..................................................................................................................................15
Data collection method.........................................................................................................................15
Research methods.................................................................................................................................17
Data analysis..........................................................................................................................................18
Ethical consideration.............................................................................................................................18
Research limitation................................................................................................................................18
Gantt chart................................................................................................................................................20
References.................................................................................................................................................21
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Critical Literature Review and Methodology
Literature Review
Customer satisfaction is one of the most important factors for any company especially for the
catering companies like M&D Catering Company. However, there are some key factors which
are affecting the customer satisfaction level for the service providers. This paper is focused on
the effects which are influencing the customers and their satisfaction levels. Following the
research, the chapter will provide some previous researches which are already focused on the
topic. On the other hand, with the help of literature review chapter, researchers will understand
the exact way of conducting the further research in future. Customer satisfaction depends on
global trends and the modern era's activities. Buyer's behaviors is also a part of the effects which
are responsible for changing customer satisfaction. Some key aspects of the chapter are discussed
below:
Important factors:
There are some key factors which are playing a crucial game in the customer satisfaction section.
The factors are:
Service providers: service providers are one of the major parts in the customer satisfaction
chapter. They provide the service to the people with their ability. From previous research, it is
very clear that the company is lagging with their ability (Downton, 2003). Though they are based
on the catering department, they did not hire experts to provide better service. However, in many
cases, it is visible that with low experience and lack of knowledge executives cannot satisfy
customers in the catering organizations. Thus, having a good employee in the group is very much
important and also experience influences the employees to work with perfection.
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Critical Literature Review and Methodology
Costing and quality: clients are always in search of better quality service within their budget or
fewer expenses. Thus, making a better service cost can engage more clients in the service
provider's database. Nowadays, the competition of catering service providers is very high, and
there are many emerging companies who can provide better service within a low budget.
Customer management: managing customers in a rush is very important. According to
researchers, service should be quick and presentable. In this way, customers will gain faith on
their service providers(Kang and James, 2004). However, managing customers with best quality
service are also very much needed. In this way, customer management is playing a great role in
customer satisfaction.
Effect of suppliers: suppliers provides the required accessories which are needed for presenting
the executives and service to the people. In this way, the material which the suppliers provide is
very effective for the catering companies. However, the supply quality and the product quality
should be very innovative that should attract the customers.
Time limit: time is the most important factor in the customer satisfaction. In this prospective
world, people will not wait for a long to have any service. Thus, doing service within a minimum
time is very much helpful for the service providers. In this way. The executives will showcase
the product or service to their customers and clients within a short time.
However, from the above discussed it is clear that the mentioned factors are very much
responsible for the increasing and decreasing of customer satisfaction level. Depending on that,
there is also another factor that the changing behavior of customers and the approach of
executives who are providing the service to the customers. Customers have their perspectives
which may lead a company's destiny about the customer base. From the research, it is proved that
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Critical Literature Review and Methodology
with the review of another customer other customers will decide to have any service from the
service providers or not. Thus, mostly in the sector of the hospitality industry, the customer
review is very much necessary for other customers to take a decision. If the customer is not
satisfied, then he will provide a negative feedback and if he is satisfied he will provide positive
feedback for the service that he has taken by the company. This customer behavior rather
depends on the review process of another customer. In this way, it is important for the service
providers like M&D to take care of their service quality to satisfy the customers.
Kano Model of Customer Satisfaction
The Kano model of customer satisfaction bunches qualities in perspective of how they are seen
by customers and their effect on customer satisfaction. The model relies on upon three sorts of
properties; (1) crucial or expected qualities, (2) execution or talked properties, and (3)
amazement and delight qualities. The execution or talked qualities are the conveyed goals of the
customer. The basic or expected qualities are as the significance recommends the basic attributes
with no genuine centrality of worth saying. The third one, the wonder and satisfaction
characteristics are those, which are beyond the customers' yearnings (Machi and McEvoy, 2009).
Kano model measures satisfaction against customer impression of property execution; audits the
customer requirements and chooses the levels of satisfaction. The shrouded supposition behind
Kano's procedure is that the customer satisfaction is not for the most part in respect to how
totally valuable the thing or organization is or by the day's end, higher quality does not by any
means provoke to higher satisfaction for all thing properties or organizations requirements. Kano
model perceives three sorts of fundamental requirements, which affect customer satisfaction.
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Critical Literature Review and Methodology
They are: (1) must be requirements – If these requirements are not fulfilled, the customer will be
incredibly baffled. On the other hand, as the customer disparages these requirements, their
satisfaction won't extend his satisfaction. (2) One-dimensional Requirement – One-dimensional
requirements are for the most part explicitly asked for by the customer – the higher the level of
satisfaction, the higher the customer's satisfaction and the different way. (3) Attractive
Requirement – These requirements are the thing/benefit criteria which have the best effect on
how satisfied a customer will be with a given thing". The additional attributes, which Kano
notification, are: Indifferent qualities, Questionable properties, and Reverse qualities (Machi and
McEvoy, 2009).
Gaps Model of service quality
Gaps model refers to five gaps which lead a poor customer service. This poor customer service
can lead to customer dissatisfaction as well. The gaps are:
1. Listening gaps between organization’s perception and customer’s expectation.
2. Service design and standard gaps refer to customer's given services to the customers.
3. Performance gap refers between given service gap and the standard service delivery.
4. Communication gap is the distance and gap between service delivery and external
discussion with customers.
5. Customer gap is the gap between the service given by the company and the customers’
expectation (Quality service, 2004).
Service Quality
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Critical Literature Review and Methodology
Advantage quality is described that consider the customer wishes for the execution. A proficient
M&D furnishing sustenance relationship with high organization quality will address customer
issues and keep fiscally forceful. To upgrade profit quality so that can increase money related
force. As demonstrated by an expert is indicate that the organization quality is the subjective
relationship be tween's customer's craving of authority community's execution and their
evaluation of the organization got (Downton, 2003).
A general importance of organization quality that is the organization should contrast with the
customers' yearnings and satisfy their necessities and essentials. The definition is so the central
bit of customer, yet should not be deciphered as suggesting that the authority association should
constantly consent to the customer and his longings. That the customer picks what is awesome or
frightful quality does not suggest that the customer is always right or that the customer can
essentially totally correspondence or clear of hypothesis their needs and wishes. With a particular
ultimate objective to in like manner recognize and fathom non-verbalized customer needs, for the
particular segment, a significant correspondence for the customer and a cognizance of his
situation are required (Kang and James, 2004). Satisfied customers spread the inspiring news
quickly, something which is satisfying for the laborers and probably in like manner for the
proprietors on M&D cooking. Quality change can be seen as a key walk that is all individuals are
victors. This should be the reason for flight for all quality change. Advantage quality ends up
being progressively basic to impact shopper steadfastness and constancy; it has the strong
relationship between customers' yearnings from the organization which servers' give and the
organization they are gotten by the servers give in a certifiable market. Through the written work
review of significant worth, it is be found that the past research is focused on a measure and
portray the way of unmistakable stock and things so that the fundamental part is dismissed. The
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Critical Literature Review and Methodology
researcher has said the thing quality was associated with the particular conclusions of things.
Opposite view, another master as said it the "wellbeing for use." For the Service quality in the
M&D cooking industry, there are four novel parts are "intangibility; heterogeneity; lack of
definition; and bite the dust limit (Kang and James, 2004)."
The relation between service quality and customer satisfaction
Customer devotion is a perplexing form. It has been described in various ways. Nowadays, pros
have fought that there is a refinement between shopper dedication as related to unmistakable
things and as related to organization experience. This refinement is a direct result of the
significant things and as related to organization experiences. This refinement is a result of the
inward indistinctness and perishability of an organization, and moreover the feebleness to
separate era and usage. Along these lines, customer reliability with organizations and with items
may get from, and man is affected, by, different factors and like this should be managed as
apportioned and various (Machi and McEvoy, 2009). M&D Catering affiliation's Customer
satisfaction is in like manner in light of the customer's inclusion on a particular organization
encounter, and moreover, a couple of makers think shopper dependability is total in perspective
of the general appraisal of organization experience. This highlight the way that buyer
unwavering Ness relies on upon association with a master center and moreover the eventual
outcome of the organization. Buyer dedication is the key part to consider that is perspective. By
M&D Catering affiliation's fine eating diner, there is some relationship the customer, and the
pro-Association and purchaser dependability will be established on the evaluation of a couple of
joint efforts between both sides (Machi and McEvoy, 2009). With the objective that we will
consider satisfaction as a few general customer perspectives towards the authority center that
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Critical Literature Review and Methodology
different extension measures. Expert says that there is not nonparticular significance of buyer
unwavering ness and after a survey the few of definitions on satisfaction they thought about the
going with definition, "customer reliability is perceived by a response that identifies with a
particular fixation and occurs at a particular time. Outline this definition, unmistakably the buyer
dedication's is settled for his/her devouring foundation in the fine eating restaurant, and this is
supported by Cicerone and Suresh hander who trust customer's level of satisfaction is directed by
their experience.
According to the past composing, investigate for M&D Catering affiliation's shopper unwavering
ness supports the conceptualization of considered quality to be an alternate form, not the same as
satisfaction. Moreover, numerous makers make it a show highlight that organization quality and
satisfaction are differing fabricates (Quality service, 2004). Oliver recognized satisfaction and
disillusionment in regards to the disconfirmation of customers' yearning. A positive
disconfirmation prompts to purchaser unwavering ness and a negative disconfirmation prompts
to customer dissatisfaction. Reduce, and Olson battled that the measure of frustration is liable to
the level of disconfirmation and the customer's level of commitment with the thing and the basic
speculation handle. Additionally, it highlights the work of an "around the world" level of
satisfaction rather than create a section level of satisfaction. Yi said that buyer dependabilities is
influenced by two factors which are experiences and longings with organization execution. Two
additional issues that ought to be cleared up while investigating customer faithfulness in an
organization is whether satisfaction is conceptualized as the highlight or as a rule; and whether it
is viewed as trade specific or as consolidated. Regardless, according to Levesque and McDougall
satisfaction is conceptualized as a when all is said in done, customer perspective towards an
authority center. In this manner, Andreassen and Lindestad attested that shopper faithfulness is
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Critical Literature Review and Methodology
the amassed association of a customer's purchase and use experience (Quality service, 2004). It
was along these lines; client satisfaction create in this paper will be measured through general
satisfaction towards the organization.
According to Sureshchandar, M&D Catering affiliation's shopper unwaveringness should be seen
as a multi-dimensional form likewise as organization quality noteworthiness it can occur at multi
levels in an affiliation and that it should be operational along comparative segments on which
advantage quality is open-think. Parasuraman recommended that when seen advantage quality is
high, then it will provoke to increase in purchaser dependability. He supports that reality that
organization quality prompts to buyer steadfastness and this as per Saraceno and Rao, and Lee
who perceives that purchaser dedication is based upon the level of organization quality gave by
the pro community (Stichler, 2016). According to Negi, M&D Catering affiliation's interfacing
organization quality and purchaser reliability have existed for a long time. He passed on a survey
to look at the congruity of customer saw advantage quality in choosing general customer
satisfaction concerning compact organization, and he found that reliability and framework
quality are the keys considers evaluating general organization quality also highlighted that
physical resources, empathy and affirmation should not be rejected when surveying saw
advantage industry and we think it is fundamental to recognize and evaluate those factors which
contribute through and through to confirmation of customer saw advantage quality and general
satisfaction (Stichler, 2016). Fen and Lian found that both organization quality and shopper
unwavering ness emphatically influence customer's re-bolster points exhibiting that both
organization quality and purchaser devotion have a basic part to play in the accomplishment and
survival of any business in the forceful market. This survey showed an adjacent association
between organization quality and customer dedication (Yin, 2003). Su passed on a survey to find
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Critical Literature Review and Methodology
the association between M&D Catering affiliation's organization quality and customer devotion,
from their audit, they thought about the choice that, there exist a mind-boggling dependence
between both creates and that development in one is presumably going to provoke to an
augmentation in another. In like manner, they pointed out organization quality is more
hypothetical than purchaser unwavering ness since, buyer dependability reflects the customer's
opinions about many encounters and experiences with organization firm while advantage quality
may be impacted by perspective of huge worth or by the experiences of others that may not be as
extraordinary (Yin, 2003). An audit did by Magi and Julander, among fine eating diner in M&D
Catering affiliations exhibited a positive relationship between observed advantage quality and
shopper dedication. It was exhibited that purchaser unwavering ness comes to fruition as a result
of high observed advantage quality and this makes the customer reliability (Yin, 2003). In any
case, it could be possible that a satisfied customer must not by any stretch of the imagination
transform into a tried and true customer.
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Critical Literature Review and Methodology
Research methodology
One of the critical segment of the research dissertation is research methodology which assists the
researcher to execute a successful research. On the other side, there are many significant parts of
the research methodology are utilized by famous experts such as research approach, research
design, research philosophy, data collection method, sampling method, research onion, data
analysis and ethical consideration. Moreover, each and every segment of the research
methodology will be analyzed in this dissertation (Malhotra and Birks, 2007).
Research philosophy
The research philosophy is highlighting individual aspects of the research methodology through
its included three elements or divisions such as positivism, interpretivism, and realism. In other
words, these parts of research philosophy are utilized by many researchers but out of them, the
positivism philosophy is explored very much. With the help of the research philosophy, the
researcher more effectively analysis the collected data. Moreover, other two types of research
philosophy are used mainly to determine the statistical value of the collected secondary data
through graphs, charts, and diagrams. In terms of interpretivism and realism research philosophy
are mainly utilized in the case of statics, and economic value analyze. In addition, the researcher
will rearrange the collected data to provide a reflation to the research topic (Jha, 2008).
Research approach
The research has to pay equal attention to the research approach similarly like research approach
because the research approach is divided into two vital segments such as inductive and deductive
approach. According to many famous types of research, the research approach provides help to
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