Market Research on Restaurant

EXECUTIVE SUMMARY

The study in this final report addresses how service quality affects customers’ satisfaction when dining at the Hamoru Japanese Restaurant.

A survey was conducted to understand how service quality impacts customer satisfaction experienced at The Hamoru Japanese Restaurant. The survey is designed in a way that it has two different sets of questionnaires, which requires 200 respondents to complete the pre and post survey. This is to address the need to understand customer’s satisfaction due to the fact that hospitality process will start from the period that customers enter the restaurant, during the meal and till they leave the restaurant.

In this research, Paired Mean Test is use to analyze the raw data collected for comparing the difference in their expectation in dinning restaurants and their perception in ‘Hamoru Japanese Restaurant. It is followed by the Independent T- Test which is to find out which variables will affect the service quality in ‘Hamoru Japanese Restaurant’. Assumptions and limitations are detailed as well and a brief statistical method is described to tabulate the results. In addition, this research also finds out the importance of the each variable that will affect service quality in a restaurant.

This study will help The Hamoru Japanese Restaurant to have a better understanding on how service quality can affect customer’s satisfaction of dining in the restaurant. In view of the fact that good customer service can help improve the business, with consistency and professionalism, it is the key to build a base of loyal satisfied customers. This study also examines that good service is doing the right things in the right way for the customers and as a result good service can lead to increased customer satisfaction.

INTRODUCTION

The Hamoru Japanese Restaurant has been established in the market about a year and is relatively new. It is known that for everyday lunch and dinner hours, it has approximately 80% full...