Analysis of Customer Satisfaction in Restaurant Industry: The Ledbury

This report examines customer satisfaction within the restaurant industry, using The Ledbury as a case study. It begins with an introduction highlighting the importance of customer satisfaction for restaurants and the challenges faced by The Ledbury due to declining sales. The research aims to ident...Read More

Customers Satisfaction in
Restaurant Industry and
Examination of Transaction
Specific Model

Abstract
The particular has the detailed information in terms of selected topics that is restaurant
industry and its customers . This repost will help in grabbing the knowledge regarding all the
changes that are needed to be taken in business process to improve its efficiency and
effectiveness. The Ledbury's major issues is about its declining sales. This issues needs the
effective plan and procedure development as to being changes and offer high quality of products.
Section of literature review have been done by identifying review of authors about the customer
satisfaction within hospitality industry. In research methodology section, various methods have
been used including, research approach, primary and secondary method of data collection etc.
Along with this, thematic analysis have been used for analysing accurate data or information
regarding the customer satisfaction. At last, conclusion and recommendation have been done by
addressing each objective of study in systematic manner.

TABLE OF CONTENTS

Topic - Customers Satisfaction in Restaurant Industry & Examination of
Transaction Specific Model- A case on The Ledbury.
CHAPTER ONE: INTRODUCTION
Introduction
In current era restaurant are the most important factors because their contribution is very
high in economy of the country. Chains of both international and local restaurant satisfied the
customer demand by providing different types of goods and services. Different types of food
companies like KFC, Pizza Hut, Domino's etc. provide better quality food of to the people along
with the satisfaction of the people. Customer satisfaction is most important factor for restaurant
industry because satisfied customer gives positive effect to the company. Restaurant gets the best
experience by focusing on the needs and requirement of the customer. In present times customers
taste is the main priority for these food companies. These companies offered variety of food
dishes that fulfils the desire of the people. In today's times restaurant start home delivery services
to facilitates the customer of not going out and get better services at home.
Background of the Organisation
In 2005 the famous food company was Ledbury which offered the best food products to
its targeted customers. Central office of Ledbury is at Ledbury road, Notting Hill, London,
England. This restaurant comes under 50 best restaurants of the England but the sale of Ledbury
decreases in the past years because of changing interest and taste of customer towards the
healthy and hygienic food because of this Ledbury start focusing on hygiene rather than
improving the satisfaction of the customer. This will negatively affect the business of Ledbury.
Because of this Ledbury loses the customer relation this will result in major decrease in sales of
the company.
Research Aim
“To identity the value of customer satisfaction within restaurant industry and to
analyse the specific transaction model-A study on Ledbury”
Research Objectives
 To provide the understanding of values and concept of customer's satisfaction.

 To assess various determinants of customer satisfaction in the organization.
 To evaluate the impact of, service quality, product reliability, price and physical design
for satisfying customers.
 To assess the challenges faced by a company on delivering high level of customer
experience.
Research Questions
 Define the values and concepts of customer satisfaction ?
 What are the determinants of customer satisfaction within the organization ?
 Evaluate the impact of service quality, product reliability, price and physical design for
customer satisfaction ?
 Explain what challenges have faced by the company on delivering high level of customer
experience ?
Rationale
Customer satisfaction is the main reason for organizing the process of investigation
because it plays an important role in the restaurant industry this investigation process helps the
owner and manager of the restaurant to make effective and efficient strategies (Haghighi and et.
al.,2012). Investigation helps to know about what customer is actually wants in present it can
help in improving the strategies of increasing business in the restaurant. After evaluating the
wants and demands of the customer changes could be take place within the restaurant.

CHAPTER TWO: LITERATURE REVIEW
Literature Review
Literature review is the most important part of every investigation process because it
helps in collecting the important data on that topic. Main purpose of this section is to analysis
gaps and conflicts in previous investigation. Along with this, with the use of this research
section, researcher become able to address each objective of study systematically and accurately.
Concept and Values of customer satisfaction:
According to Haghighi and et. al., (2012), expectation of consumer can be fulfilled by
only by using the products and services of any company. Customer focus on increasing loyalty
and trust for a particular brand and increasing growth of market share in the business. Customer
is the main source for the growth of any company so it is important to know the expectation of
customer.
Values of customer satisfactions:
According to the Hanaysha, 2016, every company wants their customer will be satisfied
by their products and services because success of any company depends only on their satisfied
customer. In this changing environment the needs and demands of the customer is changing very
fast so it is easy for customer to shift in other brands according to their present lifestyles, needs
and wants. With effective and efficient relation with customer it will automatically create the
revenue of the company. Positive marketing comes from good relation with customer by
different communication channels used for increasing competition in market and across the
national boundaries.
According to Sarah Chambers, customers satisfaction doesn't impact the business
activities but also impact on the moral as well as retention rate of employees working for a
company. Customer satisfaction is key to developing long term relationship with respective
customers. For keeping healthy relationship with consumers it is important for a company to
provide quality product and service to meet the satisfaction level of end users. More satisfied
consumers are likely to purchase the product often and become brand loyal for particular
company.
Once a customer placed trust into a company they contentiously indulge in doing
business with company. Satisfaction also depend upon how company is managing their after

sales services with their clients. It ca further be analysed by doing effective market research,
feedback and queries of people. Customers satisfaction in the essence of the services which is
provided by the organisation. Enterprise must develop sustainable supply and distribution
channel in order to provide product in time. As consumers have become more demanding and
versatile in purchasing product.
On the other hand Hapsari, Clemes and Dean, 2016, hiTopic - Customers Satisfaction in
Restaurant Industry & Examination of Transaction Specific Model- A case on The Ledbury.
CHAPTER ONE: INTRODUCTION
Introduction
In current era restaurant are the most important factors because their contribution is very
high in economy of the country. Chains of both international and local restaurant satisfied the
customer demand by providing different types of goods and services. Different types of food
companies like KFC, Pizza Hut, Domino's etc. provide better quality food of to the people along
with the satisfaction of the people. Customer satisfaction is most important factor for restaurant
industry because satisfied customer gives positive effect to the company. Restaurant gets the best
experience by focusing on the needs and requirement of the customer. In present times customers
taste is the main priority for these food companies. These companies offered variety of food
dishes that fulfils the desire of the people. In today's times restaurant start home delivery services
to facilitates the customer of not going out and get better services at home.
Background of the Organisation
In 2005 the famous food company was Ledbury which offered the best food products to
its targeted customers. Central office of Ledbury is at Ledbury road, Notting Hill, London,
England. This restaurant comes under 50 best restaurants of the England but the sale of Ledbury
decreases in the past years because of changing interest and taste of customer towards the
healthy and hygienic food because of this Ledbury start focusing on hygiene rather than
improving the satisfaction of the customer. This will negatively affect the business of Ledbury.
Because of this Ledbury loses the customer relation this will result in major decrease in sales of
the company.

Research Aim
“To identity the value of customer satisfaction within restaurant industry and to
analyse the specific transaction model-A study on Ledbury”
Research Objectives
 To provide the understanding of values and concept of customer's satisfaction.
 To assess various determinants of customer satisfaction in the organization.
 To evaluate the impact of, service quality, product reliability, price and physical design
for satisfying customers.
 To assess the challenges faced by a company on delivering high level of customer
experience.
Research Questions
 Define the values and concepts of customer satisfaction ?
 What are the determinants of customer satisfaction within the organization ?
 Evaluate the impact of service quality, product reliability, price and physical design for
customer satisfaction ?
 Explain what challenges have faced by the company on delivering high level of customer
experience ?
Rationale
Customer satisfaction is the main reason for organizing the process of investigation
because it plays an important role in the restaurant industry this investigation process helps the
owner and manager of the restaurant to make effective and efficient strategies (Haghighi and et.
al.,2012). Investigation helps to know about what customer is actually wants in present it can
help in improving the strategies of increasing business in the restaurant. After evaluating the
wants and demands of the customer changes could be take place within the restaurant.

CHAPTER TWO: LITERATURE REVIEW
Literature Review
Literature review is the most important part of every investigation process because it
helps in collecting the important data on that topic. Main purpose of this section is to analysis
gaps and conflicts in previous investigation. Along with this, with the use of this research
section, researcher become able to address each objective of study systematically and accurately.
Concept and Values of customer satisfaction:
According to Haghighi and et. al., (2012), expectation of consumer can be fulfilled by
only by using the products and services of any company. Customer focus on increasing loyalty
and trust for a particular brand and increasing growth of market share in the business. Customer
is the main source for the growth of any company so it is important to know the expectation of
customer.
Values of customer satisfactions:
According to the Hanaysha, 2016, every company wants their customer will be satisfied
by their products and services because success of any company depends only on their satisfied
customer. In this changing environment the needs and demands of the customer is changing very
fast so it is easy for customer to shift in other brands according to their present lifestyles, needs
and wants. With effective and efficient relation with customer it will automatically create the
revenue of the company. Positive marketing comes from good relation with customer by
different communication channels used for increasing competition in market and across the
national boundaries.
According to Sarah Chambers, customers satisfaction doesn't impact the business
activities but also impact on the moral as well as retention rate of employees working for a
company. Customer satisfaction is key to developing long term relationship with respective
customers. For keeping healthy relationship with consumers it is important for a company to
provide quality product and service to meet the satisfaction level of end users. More satisfied
consumers are likely to purchase the product often and become brand loyal for particular
company.
Once a customer placed trust into a company they contentiously indulge in doing
business with company. Satisfaction also depend upon how company is managing their after

sales services with their clients. It ca further be analysed by doing effective market research,
feedback and queries of people. Customers satisfaction in the essence of the services which is
provided by the organisation. Enterprise must develop sustainable supply and distribution
channel in order to provide product in time. As consumers have become more demanding and
versatile in purchasing product.
On the other hand Hapsari, Clemes and Dean, 2016, higher the satisfaction level higher is
the attachment of customer with a particular brand or a product. If company is able to provide
satisfactory product to individual, this help firm to grow rapidly and able to capture larger
audience. This tool also help to generate higher revenue in minimum time period. Hence
customer satisfaction is an essential panorama that company or supplier should on establishing in
national as well as in international market.gher the satisfaction level higher is the attachment of
customer with a particular brand or a product. If company is able to provide satisfactory product
to individual, this help firm to grow rapidly and able to capture larger audience. This tool also
help to generate higher revenue in minimum time period. Hence customer satisfaction is an
essential panorama that company or supplier should on establishing in national as well as in
international market.
Determinants of customer satisfaction within The Ledbury
According to Bowden-Everson, Dagger and Elliott, (2013), there are many range of
determinants of customers and that determinants plays an important role for a restaurant like The
Ledbury and these are given beneath:
Service Quality: this is one of the essential factor and plays an important role in
increasing the customer satisfaction. To improve the whole service quality to achieve
competitive advancement and satisfaction level of consumers it is very important for The
Ledbury. It in important for Ledbury, to serve their consumers the best services to develop sense
of trust in the minds of customers (Han, Bonn and Cho, 2016). Company should focus on major
elements of service quality which are ease of usage, attractive website, offering, responding trust.
With the help of these elements effective Ledbury can make higher profit from their customer.
For satisfying the customers and fulfilment their hope in well defined manner a good service is
vital. It improve the image and goodwill of the organisation in business world. Quality and
trustable services create customer belief and attitude towards product or service which is offered
by organisation.

Product quality or reliability: Product quality or reliability is the essential element that
are useful in improving the satisfaction level of targeted customers of an organisation. The
Ledbury has to indulge in product quality assessment so that manager can figure out the
expenditure and actual price of a commodity (Ramanathan, Di and Ramanathan, 2016). To
overcome this problem firm must customize their scale or level of production and services for
fulfilling the customers requirements. It also help in providing consistency in completing the
demand and supply of market. Product quality and reliability produce less number of customers
complaints and return. Marketing studied have stated that organisation which gives high quality
product to their customers obtain more repeated purchase from company.
Physical design and Price: This are the two basic factors customers satisfaction that are
mainly crucial for improvising the customers needs and requirements as soon as possible. It is
essential for Ledbury to make cost effective product so that it an attract more and more
customers towards themselves. The goal can be achieved by providing improve product in terms
of features and design. In the context of Ledbury it is important for manager of make flexible
pricing policies to promote restaurant to larger audience. The layout and physical appearance
plays and vital role for attracting customers. It is the prime duty of manager to change the
overview of restaurant and make it healthy and better place where people can spend quality time
(Ali, Amin and Cobanoglu, 2016).
Impact of product reliability, service quality, physical design and price on customer satisfaction
According to Sabir, and et. al., (2014), The customer majorly focus on the organisation’s
supreme programmes, the best quality of products, trustable merchandise. Conclusuvely,
Customer satisfaction is wholly dependent upon the product quality, trustable services and
budgeted price and for attractions physical design also that all are mainly a important factors for
increasing the trust and experience on organisation. Many companies such as Ledbury accepts
this all types of activities in a many great manner.
The product relatability is very major factor which have distinctively affect the
consumers satisfaction. Hence several factors such as quality in service has been included to
guarantee the full satisfaction to customers. Further it has be evaluated that consumers can easily
differentiate product quality by their taste and preferences and also by price. For restaurant like
Ledbury it is important to maintain the quality of food and service to their respective visitors.
Company must timely introduce the new food range in to change the mood and taste of

consumers. This strategy will help to attract more customers which leads towards profit
generation for a longer period of time.
On the other hand Rhou, Singal and Koh, 2016, pricing have the major impact on any
business so company have to make their pricing policies as per the economic condition and by
spending capacity of individual. It mostly depend upon enterprise, how it offer the product and
price it set upon the basis of quality and quantity. If Ledbury keeps its price high this may effect
the business operation as many of them are not able to afford the high price restaurant. Whereas
if company keeps its price low this may concern consumers about quality of food offered by
Ledbury. So it is important for business institution to make effective pricing policies to attract
more and more customers and it will to explore the market to offer new product and services to
customers.
Barriers that can be faced by The Ledbury while delivering high experience to customers
According to Torres and Kline, (2013), the problems and barriers faced by the restaurant
industry is majorly affects the industries performances and that all are caused by the alteration in
this essential factors such as taste and technology. This all can create the negative impact on the
functional activities and all the strategies i.e. decided by organization when industry offers great
food or services to the customers.
According to the Oh and Kim, 2017, the importance of customer service can not be
overstated it is crucial for a company to make effective services strategies in order gain
competitive advantages. It can be achieve if manager of Ledbury implement proper policies
improve employees morale and help in optimising internal process. Falling to deliver promises is
the major barrier for delivering services to customers. In the case of Ledbury, if company
promise of high services and minimal price if it fails to do so it will create negative impact on the
minds of customers.
On the other side Jalilvand and et. al., 2017, increased pricing is the major barrier when
Ledbury restaurant offer high services to their respective customers. As high quality services
require more price than usual and it is not possible for every individual to afford high pricing
services. So in this case company have to make profound strategy to overcome the barriers of
high services. Living standard of people effect the price and luxury living. This hurdle may
reduce or slow down the overall growth of the company. To tackle the situation top level
management of Ledbury should make sustainable business model to maintain the balance

between pricing policies and services offered by company. This will help firm to make larger
profit and able to capture larger audience for longer period of time. Ledbury should fluctuated
their pricing as per the environment to gain attraction from the consumers.
n a fix period of time competitive pricing will support an organisation to gain more customers
and achieve competitive advantages. Competitive priceing strategies creates severeal kinds of
benefits such as fast action against competiton, making plan for reducing revenue loss and select
the successive strategies and combined with us.

CHAPTER:3
Research methodology is an organized concept that is used for collecting freah or used
data by analyst in decision making for many functional or operational activities of business. For
this section, research onion framework is used because it will helps researcher to identify inner
and outer layer of research (Ryu and Lee, 2017). There are different layers included in research
onion framework which are determined as under:
Research philosophies:
In this report, interpretivisim research doctrine is used because it assist in evaluating the
information efficiently. As it support in arriving at the accurate and appropriate conclusion.
Along with this, positivism is another type of philosophy that is not suitable and valuable for
execution of research over the broad topic i.e. Customers Satisfaction in the Restaurant Industry
and Examination of the Transaction Specific Model (Line, Hanks and Kim, 2016).
Research approach:
For this project, inductive approach is applied because it assist in evaluating quality and
correct data for the study. As it further helps an investigator to perform each activities of study in
accurate manner. On the other hand, there is deductive approach which is not appropriate for
doing research over evaluating importance of customers satisfaction in hospitality industry
(Alhelalat, Ma’moun and Twaissi, 2017).
Research methods:
There are two types of research methodology:1. Qualitative Research: Qualitative research methodology consist of qualitative data such
as questionnaires and feedback or customers response, consumer personal data . The
resercher essentially give importance to this factors like when, where, whyand what in
gattering theoretical data and that all are depending upon particular subject which an
investigation has to be completed in the format of report for systematic analysis.
Qualitative research, has approached by the researcher when a case study involve
questions like why, when, where the question-answer format is the base for the data
used in the research.
2. Quantitative research: Research methodology is used by the analyst
and collets all type of quantitative data such as numerical, statistical and mathematical data

which is stored in the database software and this information are gathered from the use of polls
and manipulating pre-existing data. After completion of task this information are used analysis
and preparing reports. After estimating the accurate performance of the company the researcher
generate results and then take the appropriate decision. The researchers take decision on base of
results, while keeping in mind the performance of the company (Torres and Kline, 2013).
Quality research method is used to conduct investigation and the major reason behind the
investigation is the selected topic, that will give us provide results at short time period . (Basri
and et. al., 2016).
Research Design
Research design consist of organized group of procedures. Information is used by
investigator in collecting and analysing the factors on specific topic in which research has been
conducted. Research design have four types such as descriptive, explanatory, experimental and
exploratory. Descriptive research designs are used by the researchers in commencing
investigation.(Lee, Lee and Dewald, 2016).
Data collection tools
Information or data are assembled from the internal sources or through the external
sources such as surveys, questionnaire and face-to-face interviews and also through group
discussion technique . Two types of data collection tools which are explained below:
Primary Research: fresh data which is collected from the internal sources such as
surveys, questionnaire and interviews. At present context, questionnaire method has been used
to gather data.
Secondary Research: Information or existing data which are saved in computerised
database in various softwares which are been used for conducting research and analysing reports
(Liat and et. al., 2017).
Time Horizon
It is knows as more essential and effective part of research methodology. It is a type of
methodology which will support researcher to complete investigation in systematic manner. For
this section, Gantt chart presents as an effective tool for measuring starting and ending period of
research (Kim, Li and Brymer, 2016). Gantt chart includes various activities such as
acknowleging the header of study, major statement of problems and opt the company with great

instructions, selecting techniques for research, setting deadlines, literature review, deciding the
budget data interpretation, research upon the calculating data, analysis the showing conclusion
and the reports submission and all the results that are achieve from documentation. All these
activities are essential for doing research in systematic manner.
Data sampling
Data sampling technique is a statistical technique that is utilised for taking action upon
the gathered data. When data is been interpreted this is used for discussing on the focsed data and
all the information in form of graphical, written, systematic format . Due to short research topic
a very small sample exposure is taken and it is very complex to complete the investigation by
acknowledging the whole people that are affected. From opting random sampling techniques
investigation report generate that 40 customer have been taken into consideration (Mohammed
and Rashid, 2018).
Ethical considerations
By doings surveys telephonic rounds and interviews researcher give more concern in
respondents interest and also should give more importance on making mutual trust. Analyst
should give a full assurance for maintain proper priority and participatory's worth and also
creates an certainty while assembling the individual data of respondents because the possibilities
of data leaking and hacking are increasing in many organization.(Singh and et. al., 2017).
Research limitation
Research limitations is the main disadvantage for researcher when they doing the
research activities in systematic manner. One of the main limitation is time because according to
the current topic, accurate time period will be needed. On the other hand, there are also various
limitations which will is faced by investigator while completing research methodology section.
While implementing method of data collection, researcher not able to decide what method is best
for current study. Selection of sample size is another biggest issue which will be encounter by
investigator. Along with this, insufficient amount of capital and inaccurate behaviour of
respondents are also consider main limitations which will be encounter by investigator while
doing each tasks on dissertation (Diab and et. al., 2016).

Research instruments:
There are various instruments for collecting information about the customers satisfaction
in hospitality industry. Questionnaire, interview, case study, observation etc. are consider
effective instruments of data collection. For current study, questionnaire is used by researcher.
Q1) Are you aware about the service provided by The Ledbury? Frequency
a) Yes 30
b) No 10
Q2) According to you, which factors highly impact on your satisfaction level
within hospitality industry?
Frequency
a) Product reliability 10
b) Service quality 10
c) Physical design 10
d) Price of product or service 10
Q3) When you visit the Ledbury what is the first thing you look for? Frequency
a) Service 7
b) Ambience 8
c) Hygiene 10
d) Price 9
e) Variety of deals 6
Q4) Which meal would you prefer or like the most to have at Ledbury? Frequency
a) Breakfast 8
b) Lunch 9
c) Dinner 15
d) No meal, only drinks 8
Q5) Do special offers on prices and meals attract you to the Ledbury? Frequency

a) Yes 25
b) No 10
c) Sometimes 5
Q6) According to you, which type of service you like the most provided by
Ledbury?
Frequency
a) Friendliness of staff 7
b) Cleanliness 8
c) Attentiveness of staff 9
d) Staff’s knowledge of the menu 6
e) Order time 10
Q7) According to you, which variables helps them in increasing your
satisfaction level within The Ledbury?
Frequency
a) Service 9
b) Quality 11
c) Environment 12
e) Conscience 8
Q8) How often you visit to the Ledbury for having food? Frequency
a) Once in a week 15
b) Twice in a month 12
c) Thrice in six months 13
Q9) what would be the best pricing strategy for Ledbury to follow at their
restaurant?
Frequency
a) Competitive 25
b) Skimming 10

C) Penetrating 5
Q10) What improvements you suggest in the food products or services of
Ledbury?
Frequency
a) Focus over diversified cuisines 12
b) Good in quality 18
c) Lower in price 20
Q11) Are you satisfy or not with service and products provided by Ledbury? Frequency
a) Highly satisfy 20
b) Satisfy 15
c) Dissatisfy 3
d) Highly dissatisfy 2
Q12) What are the ways would be require to use by Ledbury for increasing
satisfaction among customers?
Frequency
a) Offer Al fresco waiting 10
b) Have discounts and special offers 10
c) Offer excellent staff training 10
d) Provide an outlet for feedback 10
Q13) What are the major problems that have to encounter while using service
for Ledbury?
Frequency
a) Menu 20
b) Inconsistency in food quality 15
c) Food delivering time 5
Research reliability and validity
This is more useful part of research methodology because with the help of these method,
researcher become able to find out validity and reliability of research. Reliability and validity of
study is mainly depend on questionnaire. Questionnaire is an useful instrument of data collection

which will helps researcher by providing reliable and valid information regarding the customers
satisfaction in restaurant industry i.e. Ledbury (Hill and Alexander, 2017).

CHAPTER 4: DATA ANALYSIS
Data analysis is another important part of research. It is an helpful process of inspecting,
transforming, modeling and cleansing data with the objective of discovering accurate
information, supporting decision making and informing conclusion. For analysing reliable
information about the study, quantitative method is used. Thematic analysis is an effective part
of quantitative analysis which will support an investigator to collect information Along with this,
in order to analysis accurate data, thematic analysis is used. In this method, different themes is
created on each questions which helps an investigator to analysis data in effective manner (Ali
and Raza, 2017).
Theme 1: Awareness about the service provided by Ledbury
Q1) Are you aware about the service provided by the Ledbury? Frequency
a) Yes 30
b) No 10
a) Yes b) No
0
5
10
15
20
25
30
30
10
Frequency
Interpretation: It is clearly seen from the above chart that most of the respondents among
selected are aware about the current offerings of Ledbury. Among 40 respondents, 30 knows the

products and services an organisation currently offers whereas the remaining 10 doesn’t know
about the products and services offered by Ledbury.
Theme 2: Factors impact on customer's satisfaction level
Q2) According to you, which factors highly impact on your satisfaction level
within hospitality industry?
Frequency
a) Product reliability 10
b) Service quality 10
c) Physical design 10
d) Price of product or service 10
a) Product reliability
b) Service quality
c) Physical design
d) Price of product or service
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Frequency
Interpretation: It is clearly identified from the above graph that there are several aspects
which can hugely impact on the satisfaction level of customers within hospitality industry. Out
of 40 selected respondents, 12 thinks product reliability increases their satisfaction level whereas
other 10 thinks that satisfaction level is very much depend on service quality. The remaining 8
and 10 thinks that physical design and price of products and services respectively satisfied their
needs and requirements.

Theme 3: Perception of customers towards Ledbury
Q3) When you visit the Ledbury what is the first thing you look for? Frequency
a) Service 7
b) Ambience 8
c) Hygiene 10
d) Price 9
e) Variety of deals 6
a) Service
b) Ambience
c) Hygiene
d) Price
e) Variety of deals
0
1
2
3
4
5
6
7
8
9
10
7
8
10
9
6
Frequency
Interpretation: From the above graph it has been identified that there are different
motives of customers while visiting at Ledbury. Among 40 respondents, 10 thinks that the outlet
of Ledbury must be more hygiene which they looking for at the time of visit whereas other 9
respondents thinks price charged for products and services are the main thing they noticed while
buying products and services. The other 7 and 8 respondents respectively taken service and
ambience as main priority at the time of visiting Ledbury. The remaining 6 thinks wide range of
offerings are their main preference.
Theme 4: Choice of customers
Q4) Which meal would you prefer or like the most to have at Ledbury? Frequency

a) Breakfast 8
b) Lunch 9
c) Dinner 15
d) No meal, only drinks 8
a) Breakfast
b) Lunch
c) Dinner
d) No meal, only drinks
0
2
4
6
8
10
12
14
16
8
9
15
8
Frequency
Interpretation: There are different kind of meals offered by Ledbury that can easily
attracts customers to buy. Out of 40 respondents, 15 thinks that this restaurant has good menu in
dinner which attracts them most whereas the other 8 prefer breakfast and 9 people prefer to take
lunch in Ledbury. The remaining 8 prefer drinks only instead of meal while visiting at Ledbury.
Theme 5: Attractiveness of special offers and prices to the customers
Q5) Do special offers on prices and meals attract you to the Ledbury? Frequency
a) Yes 25
b) No 10
c) Sometimes 5

a) Yes b) No c) Sometimes
0
5
10
15
20
25
25
10
5
Frequency
Interpretation: It is clearly identified from the above chart that maximum of the selected
respondents attracts more towards special offers provided by Ledbury. Among 40 respondents,
25 people are easily attracted towards special offers such as discount, cashback offers etc. As
they looks special offers for first at the time of purchasing. The other 10 people doesn’t prefer
much such kind of special offers as their main priority is quality over offers. The remaining 5
respondents prefers special offers to opt when the quality of products is standard and more than
other organisation’s special offers.
Theme 6: Type of service like by customers within hospitality industry
Q6) According to you, which type of service you like the most provided by
Ledbury?
Frequency
a) Friendliness of staff 7
b) Cleanliness 8
c) Attentiveness of staff 9
d) Staff’s knowledge of the menu 6
e) Order time 10

a) Friendliness of staff
c) Attentiveness of staff
e) Order time
0
1
2
3
4
5
6
7
8
9
10
7
8
9
6
10
Frequency
Interpretation: This graph has been determined types of services like by customers at
Ledbury. 7 out of 40 customers of Ledbury are prefer to like Friendliness of staff service. 8
respondents like cleanliness services provided by Ledbury. 9 customers of hospitality industry
have to like attentiveness of staff service because it will increase trust of customer. 6 respondents
of like staff’s knowledge of the menu is most effective service in Ledbury. As it helps customers
by improving its perception about the hospitality industry. Remaining 10 customers have idea as
order time is more effective and essential service provided by Ledbury. Therefore, all these are
effective services which will support an organisation by increasing customer's loyalty and trust
towards brand.
Theme 7: Importance of variables
Q7) According to you, which variables helps them in increasing your
satisfaction level within The Ledbury?
Frequency
a) Service 9
b) Quality 11
c) Environment 12
e) Conscience 8

a) Service b) Quality c) Environment e) Conscience
0
2
4
6
8
10
12
9
11
12
8
Frequency
Interpretation: This chart has been interpreted types of variables and its importance
towards increasing satisfaction level among customers. 9 out of 40 customers have opinion as
service is more essential variable for increasing satisfaction level. 11 respondents have idea as
quality of service or product is major variable in increment of satisfaction level. 12 customers
have view as environment of Ledbury is more effective factor for enhancing satisfaction. And
remaining 8 participants have opinion as conscience is effective variable for an enterprise to
increase satisfaction among customers and maximise their trust or loyalty within given time
period.
Theme 8: Time period of customers for visiting Ledbury for having food
Q8) How often you visit to the Ledbury for having food? Frequency
a) Once in a week 15
b) Twice in a month 12
c) Thrice in six months 13

a) Once in a week
b) Twice in a month
c) Thrice in six months
0
2
4
6
8
10
12
14
16 15
12
13
Frequency
Interpretation: Above data has been concluded time of customers for visiting Ledbury by
having food. 15 out of 40 customers visited Ledbury in once in a week. 12 customer visited
Ledbury in twice in a month for eating food. Remaining 13 respondents visited Ledbury in
thrice in six months for consuming services and eating food. As a conclusion majority of the
respondents are visited Ledbury in once in a week. As it proof, Ledbury provide quality service
or food to their customers.
Theme 9: Best pricing strategy for Ledbury
Q9) What would be the best pricing strategy for Ledbury to follow at their
restaurant?
Frequency
a) Competitive 25
b) Skimming 10
C) Penetrating 5

a) Competitive b) Skimming C) Penetrating
0
5
10
15
20
25
25
10
5
Frequency
Interpretation: This graph has been interpreted best and suitable pricing strategy for
Ledbury. 25 out of 40 customers have idea as competitive pricing strategy is most suitable
strategy for an organisation. Company must use such type of pricing strategy and gain
competitive advantages within predetermined time duration. 10 respondents have knowledge as
Ledbury must follow Skimming pricing strategy at their restaurant. As this strategy will also
helps them by increasing customer base and also improving their brand image in marketplace
and in customer's mind. Remaining 5 participants have idea as penetrating is best pricing strategy
for hospitality industry. As a conclusion, majority of the customers have to suggested
competitive pricing strategy is most appropriate and valuable for company. As it will support
them to gain competitive benefits and achieve customer's trust in easy manner.
Theme 10: Improvements in food products or services of Ledbury
Q10) What improvements you suggest in the food products or services of
Ledbury?
Frequency
a) Focus over diversified cuisines 12
b) Good in quality 18
c) Lower in price 20

a) Focus over diversified cuisines
b) Good in quality
c) Lower in price
0
2
4
6
8
10
12
14
16
18
20
12
18
20
Frequency
Interpretation: It has been concluded requirements of improvement in food products or
services of Ledbury according to the customers. 12 out of 40 respondents have idea as restaurant
must focus over diversified cuisines which helps them by increasing customer base. 18
respondents have idea as company must provide better service quality to their customers.
Remaining 20 participants have opinion as Ledbury should provide quality products or service
as lower price. As a conclusion, majority of participants have view as lower in price more
effective way for an organisation to follow and increase satisfaction among customers.
Theme 11: Satisfaction level of customers towards products and services of Ledbury
Q11) Are you satisfy or not with service and products provided by Ledbury? Frequency
a) Highly satisfy 20
b) Satisfy 15
c) Dissatisfy 3
d) Highly dissatisfy 2

a) Highly satisfy
b) Satisfy
c) Dissatisfy
d) Highly dissatisfy
0
2
4
6
8
10
12
14
16
18
20
20
15
3 2
Frequency
Interpretation: This chart has been interpreted satisfaction level of customers towards
service and products provided by Ledbury. 20 out of 40 customers are highly satisfied, 15 are
only satisfied, 3 respondents are dissatisfied and remaining 2 are highly dissatisfied. Therefore,
majority of the customers within hospitality industry are highly satisfied with services and
products provided by Ledbury.
Theme 12: Ways for increasing satisfaction among customers
Q12) What are the ways would be require to use by Ledbury for increasing
satisfaction among customers?
Frequency
a) Offer Al fresco waiting 10
b) Have discounts and special offers 10
c) Offer excellent staff training 10
d) Provide an outlet for feedback 10

a) Offer Al fresco waiting
c) Offer excellent staff training
0
1
2
3
4
5
6
7
8
9
10
10 10 10 10
Frequency
Interpretation: Above mentioned table has been interpreted different ways for enhancing
satisfaction among customers. For this statement respondents have to suggested various ways,
including offer of Al fresco waiting, to have discounts and special offers, offer excellent staff
training and provide an outlet for feedback. All these are consider more essential ways for
increasing satisfaction level among customers within hospitality industry.
Theme 13: Problems encounter by customers while using service for Ledbury
Q13) What are the major problems that have to encounter while using service
from Ledbury?
Frequency
a) Menu 20
b) Inconsistency in food quality 15
c) Food delivering time 5

a) Menu
b) Inconsistency in food quality
c) Food delivering time
0
2
4
6
8
10
12
14
16
18
20
20
15
5
Frequency
Interpretation: This graph has been explained issues faced by customers while using
service from Ledbury. 20 out of 40 respondents faced issue in menu, 15 customers faced
inconsistency issue in food quality and remaining 5 participants faced problem in food delivering
time. All these are major issues faced by customers which will negatively impact on brand image
or goodwill of Ledbury.

CHAPTER -FIVE
Conclusion
Conclusion
From the above data, it has been concluded importance of the customers satisfaction in
restaurant industry. The help provided by the data analysis chapter, information have been
gathered from respondents about the topic. For this, majority of the participants have aware
about the services provided by hospitality industry. Different number of factors have been
explained that influenced over satisfaction level of customers. Product reliability and service
qualitywhich also includes physical design, price of product or servicea which are considered as
main factors. Along with this, there are various services discussed which is offered by hospitality
industry to their customers such as cleanliness, attentiveness of staff, friendliness of staff, order
time and staff’s knowledge of the menu. Discussion of variables such as service, quality,
environment and conscience also done which will helps an organisation to increase satisfaction
level among customers. Therefore, large number of participants satisfied towards services and
products offered by hospitality industry.
For collecting accurate information about the current study, different methods have been
followed by researcher such as questionnaire, research design, approach etc. All these are
effective methods which is applied by investigator to collect appropriate data regarding the
study. Data analysis also completed with use of thematic analysis as a type of analytical tool.
Recommendation
Recommendation
From the provided information given above , it has recommended that the customers
satisfaction is important part for the success and growth of hospitality industry. There are
different factors like physical design and service qualitywhich also includes product reliability
and price of product or service. All these are useful factors for an enterprise to use and increase
satisfaction among customers. There are some recommendations for Ledbury about how to
enhance customer's satisfaction in easy manner. These are:
Utilisation of competitive pricing strategy: Ledbury must follow competitive pricing
strategy. In a fix period of time competitive pricing will support an organisation to gain more
customers and achieve competitive advantages. There are various benefits of competitive

pricing strategy such as quick response to competition, old customers who are price sensitive ,
lay the base for dynamic pricing, combining with other strategies andto avoid losses from the
race-to-bottom. All are great advantages of competitive pricing strategy will helps restaurant to
achieve better outcomes easily.
Utilisation of ways for increasing customer's satisfaction: There are various ways such
as offer excellent training to staff, give an outlet for feedback, offer AI fresco waiting, provide
discounts and special offers etc. All these are effective ways which must be use Ledbury. At it
will help them to increase satisfaction and trust among customers. It is a part of business success
and growth at marketplace.
Ways to overcome issues faced by customers: Menu, food delivering time and
inconsistency in food quality are consider main issues which is faced by customers in Ledbury.
In order to overcome these issues, Ledbury must focus over diversified cuisines. As it will helps
them in reducing impact on menu in effective manner. Company must also provide better quality
in their products and services which will support them by overcoming impact of inconsistency in
food quality. Along with this, in order to solve issue of food delivery time, Ledbury should
provide quick delivery by using artificial intelligence.
Reflation
I am happy that I receive this chances to do research over the topic i.e. - Customers
Satisfaction in the Restaurant Industry and Examination of the Transaction Specific Model. Case
study on The Ledbury. It is an interesting topic that highly support me in enhancing my
knowledge about the hospitality industry and importance of customers satisfaction. I become
able to analysis different ways of increasing satisfaction among custon a fix period of time
competitive pricing will support an organisation to gain more customers and achieve
competitive advantages. Competitive pricing strategy have lots of benefits such as great and fast
reply to competition, when customers are price sensitive then satisfy them, follow the rules of
dynamic pricing, picked up the good strategies that are valuable for oraganisation and also take
action regarding revenue loss a fix period of time competitive pricing will support an
organisation to gain more customers and achieve competitive advantages. Apart from this, by
doing this investigation I am capable to improve my literature review knowledge, data analysis
skills etc. These skills helps me while completion of research in ethical and systematic manner.
By doing this research I have faced certain types of problems such as time, cost, improper

behaviour of research participants etc. All these are major issues which will impact on mine
during performing each tasks of investigation. In order to overcome these I followed each
activities in ethical manner.
Alternative research methodology
Interview is consider alternative research methodology of questionnaire. As this
methodology assist an investigator to collect the effecient data regarding the topic. There are
different advantages of interview method in data collection, includinn a fix period of time
competitive pricing will support an organisation to gain more customers and achieve
competitive advantages. It allow more detailed questions to be asked, it is useful to obtain
detailed data regarding individual perceptions, opinions and feelings etc. Therefore, interview is
essential alternative research methodology and helps an investigator to collect accurate
information regarding the current study. n a fix period of time competitive pricing will support
an organisation to gain more customers and achieve competitive advantages.

REFERENCES
Books and Journals
Alhelalat, J. A., Ma’moun, A. H. and Twaissi, N. M., 2017. The impact of personal and
functional aspects of restaurant employee service behaviour on customer
satisfaction. International Journal of Hospitality Management. 66. pp.46-53.
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management. 25(4). pp.449-
475.
Ali, M. and Raza, S.A., 2017. Service quality perception and customer satisfaction in Islamic
banks of Pakistan: the modified SERVQUAL model. Total Quality Management &
Business Excellence. 28(5-6). pp.559-577.
Basri, N. A. M. H. and et. al., 2016. Effect of word of mouth communication on consumer
purchase decision: Malay upscale restaurant. Procedia-Social and Behavioral
Sciences. 222. pp.324-331.
Bowden-Everson, J.L.H., Dagger, T.S. and Elliott, G., 2013. Engaging customers for loyalty in
the restaurant industry: The role of satisfaction, trust, and delight. Journal of
Foodservice Business Research. 16(1). pp.52-75.
Choi, E. K. and Joung, H. W., 2017. Employee job satisfaction and customer-oriented behavior:
A study of frontline employees in the foodservice industry. Journal of Human
Resources in Hospitality & Tourism. 16(3). pp.235-251.
Diab, D. and et. al., 2016. Investigating the impact of key dimensions of service quality on
customers’ satisfaction and loyalty: Evidences from the restaurant industry in
Sudan. Marketing and Branding Research. 3. pp.153-165.
Haghighi, M., and et. al., 2012. Evaluation of factors affecting customer loyalty in the restaurant
industry. African Journal of Business Management. 6(14). pp.5039-5046.
Han, S. J., Bonn, M. A. and Cho, M., 2016. The relationship between customer incivility,
restaurant frontline service employee burnout and turnover intention. International
Journal of Hospitality Management. 52. pp.97-106.
Hanaysha, J., 2016. Testing the effects of food quality, price fairness, and physical environment
on customer satisfaction in fast food restaurant industry. Journal of Asian Business
Strategy. 6(2). pp.31-40.
Hapsari, R., Clemes, M. and Dean, D., 2016. The mediating role of perceived value on the
relationship between service quality and customer satisfaction: Evidence from
Indonesian airline passengers. Procedia Economics and Finance. 35. pp.388-395.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Jalilvand, M. R. And et. al., 2017. Factors influencing word of mouth behaviour in the restaurant
industry. Marketing Intelligence & Planning. 35(1). pp.81-110.
Kim, W.G., Li, J. J. and Brymer, R. A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of
Hospitality Management. 55. pp.41-51.
Lee, L., Lee, M. J. and Dewald, B., 2016. Measuring the customers’ perception of tangible
service quality in the restaurant industry: an emphasis on the upscale dining
segment. Journal of Foodservice Business Research. 19(1). pp.21-38.

Liat, C. B. and et. al., 2017. Hotel service recovery and service quality: Influences of corporate
image and generational differences in the relationship between customer satisfaction
and loyalty. Journal of Global Marketing. 30(1). pp.42-51.
Line, N. D., Hanks, L. and Kim, W. G., 2016. Hedonic adaptation and satiation: Understanding
switching behavior in the restaurant industry. International Journal of Hospitality
Management. 52. pp.143-153.
Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social responsibility
dimensions, brand image, and customer satisfaction in Malaysian hotel
industry. Kasetsart Journal of Social Sciences. 39(2). pp.358-364.
N. Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a
new standard of service for the hotel industry. International Journal of Contemporary
Hospitality Management. 25(5). pp.642-659.
Oh, H. and Kim, K., 2017. Customer satisfaction, service quality, and customer value: years
2000-2015. International Journal of Contemporary Hospitality Management. 29(1).
pp.2-29.
Ramanathan, R., Di, Y. and Ramanathan, U., 2016. Moderating roles of customer characteristics
on the link between service factors and satisfaction in a buffet
restaurant. Benchmarking: An International Journal, 23(2), pp.469-486.
Rhou, Y., Singal, M. and Koh, Y., 2016. CSR and financial performance: The role of CSR
awareness in the restaurant industry. International Journal of Hospitality
Management. 57. pp.30-39.
Ryu, K. and Lee, J. S., 2017. Examination of restaurant quality, relationship benefits, and
customer reciprocity from the perspective of relationship marketing
investments. Journal of Hospitality & Tourism Research. 41(1). pp.66-92.
Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical
environment, food, and service on restaurant image, customer perceived value, customer
satisfaction, and behavioral intentions. International journal of contemporary
hospitality management. 24(2) pp.200-223.
Sabir, R.I., and et. al., 2014. Customer Satisfaction in the restaurant industry; examining the
model in local industry perspective. Journal of Asian Business Strategy. 4(1). p.18.
Singh, H. and et. al., 2017. The relationship between employee job satisfaction, perceived
customer satisfaction, service quality, and profitability in luxury hotels in Kuala
Lumpur. Prabandhan: Indian Journal of Management. 10(1). pp.26-39.

APPENDIXES
Time Frame
ACTIVITES WEE
K 1
WEE
K 2
WEE
K 3
WEE
K 4
WE
EK 5
WE
EK 6
WEE
K 7
WE
EK 8
WE
EK 9
WEEK
1 0
Identifying title
of study
Problem
statement and
select the
company with
tutor
Setting
deadlines
Literature review
Selecting
techniques for
research
Determining
Budget
Data
Interpretation
and analysis
Evaluating
results and
findings
Presenting
conclusion and
recommendatio

ns
Documenting
results
Submission of
report

Questionnaire
Q1) Are you aware about the service provided by The Ledbury?
a) Yes
b) No
Q2) According to you, which factors highly impact on your satisfaction level within hospitality
industry?
a) Product reliability
b) Service quality
c) Physical design
d) Price of product or service
Q3) When you visit the Ledbury what is the first thing you look for?
a) Service
b) Ambience
c) Hygiene
d) Price
e) Variety of deals
Q4) Which meal would you prefer or like the most to have at Ledbury?
a) Breakfast
b) Lunch
c) Dinner
d) No meal, only drinks
Q5) Do special offers on prices and meals attract you to the Ledbury?
a) Yes
b) No
c) Sometimes
Q6) According to you, which type of service you like the most provided by Ledbury?
a) Friendliness of staff
b) Cleanliness
c) Attentiveness of staff
d) Staff’s knowledge of the menu

e) Order time
Q7) According to you, which variables helps them in increasing your satisfaction level within
The Ledbury?
a) Service
b) Quality
c) Environment
e) Conscience
Q8) How often you visit to the Ledbury for having food?
a) Once in a week
b) Twice in a month
c) Thrice in six months
Q9) what would be the best pricing strategy for Ledbury to follow at their restaurant?
a) Competitive
b) Skimming
C) Penetrating
Q10) What improvements you suggest in the food products or services of Ledbury?
a) Focus over diversified cuisines
b) Good in quality
c) Lower in price
Q11) Are you satisfy or not with service and products provided by Ledbury?
a) Highly satisfy
b) Satisfy
c) Dissatisfy
d) Highly dissatisfy
Q12) What are the ways would be require to use by Ledbury for increasing satisfaction among
customers?
a) Offer Al fresco waiting
b) Have discounts and special offers
c) Offer excellent staff training
d) Provide an outlet for feedback
Q13) What are the major problems that have to encounter while using service for Ledbury?