EFFECT OF CUSTOMER SATISFACTION IN

BURGER KING SEKSYEN 13 SHAH ALAM

ABSTRACT
Customer satisfaction is one the most common and important aspects in any organization, particularly
in fast-food industry. Due to market competition and availability of businesses, an organization needs
to focus on the degree to which a customer is satisfied with its products and/or services of the
organization. This research project is based on the comparative study on customer satisfaction at
Burger King, Malaysia. The original applications presented through this paper implement the MUSA
method, a preference disaggregation model following the principles of ordinal regression analysis.
These applications concern customer satisfaction surveys and they are selected in such a way so that
can indicate the contribution of multi criteria analysis to the quality evaluation problem. Lastly, the
limitations faced in this study will be addressed and recommendations will be developed to assist
future researchers in managing these limitation.
Key words: Customer satisfaction, food quality, price, service
CHAPTER 1: INTRODUCTION
INTRODUCTION
Fast-food business is one the most common business mostly in developed countries that depicts a
process of delivering foods more quickly than other any other restaurant system and it takes less time
to prepare the foods as well as ready for eating and/or delivering to the customers (Khan, 2012). Khan
(2012) has mentioned that customers are the most important part of any business and they are the
people who have significant influence and impact on the business, including fast-food business.
Customer satisfaction is the personal feelings about foods and services in the fast-food business that
has been considering as one the most important aspects within the business.
Customer satisfaction is one of the most common and important aspect in recent globalized and
competitive business environment throughout the international markets. Customer satisfaction is a
behavioural approach of the customers that can be defined as the level of satisfaction by the
customers after buying and/or consuming a particular product/service from a business. The level of
customer satisfaction has been playing significant roles to develop organizational policies and
objectives as well as business strategies to increase customer satisfaction through providing quality
products and/or services to the customer. For example, Hill et al. (2007) have mentioned that
customer satisfaction is regarding one of the most important aspects within a business to focus profits
of the business through customer satisfaction, employee satisfaction by virtue of customer
satisfaction, returns to shareholder by customer satisfaction, impacts of customer satisfaction on
macro-environment and so on.

Khan (2012) has noted that the success and failure of fast food industry depends on several key
aspects, price of the products, quality of products, services to the customers, promotions, customer
expectations, brand, physical distribution and location of the store, and taste of the product and other
related things. This research project is based on the comparative analysis of customer satisfaction at
Burger King, leading fast-food chains in the UK as well as in the international markets. Burger King is
worlds leading fast-food business throughout the international markets.
Thus, the researcher would like to say that customer satisfaction is becoming an important issue and
concern for an organization, particularly for fast-food businesses, Burger King. So, the comparative
study of customer satisfaction at and Burger King in Malaysia can be considered as time worthy and
most effective research project.
The researcher is self-motivated to carry out such type of research project. The selection of research
topic is based on the importance of academic, organizational and personal point of views. Customer
satisfaction within fast food industry is becoming key issue for the success of the business through
creating brand loyalty and customer loyalty. The researcher will explore and analyse existing theories
and practices on customer satisfaction through review of literatures and primary research findings.
So, the comparative study of customer satisfaction Burger King has academic importance. The
researcher will develop valid recommendations to the case studied organization in accordance with
identified issues and concerns from review of literatures and primary research. So, this research
project has significance from organizational perspective. The research project is designated in such a
way that will improve knowledge and understanding of the business management through analysing
customer satisfaction. So, this research project has importance from personal view.

CURRENT SITUATION OF THE STUDY

Customer satisfaction is a well-known and established concept in several areas like marketing,
consumer research, economic psychology, welfare-economics, and economics. Over the past few
years there has been a heightened emphasis on service quality and customer satisfaction in business
and academia alike. Sureshchandar et al, (2003) identified that strong relationships exist between
service quality and customer satisfaction while emphasizing that these two are conceptually distinct
constructs from the customers point of view. Due to the fast growing environment the trends are
changing continuously and people are trying to follow the western culture rapidly. Fast food has its
own impact on life of common people. These circumstances motivated the researcher to study the 4
customer satisfaction about fast food outlets. The researcher is more focus on the service quality of
the staff, whether they can satisfy customer or not. This research will, in other words find out the
expectation and perception of customers about the food quality of staff there.

PROBLEM STATEMENT
Fast food has its own impact on life of common people. These circumstances motivated the
researcher to study the customer satisfaction in Burger King Seksyen 13, Shah Alam. The researcher
is more focus on the service quality of the staff, whether they can satisfy customer or not. This
research will, in other words find out the expectation and perception of customers about the food
quality and price. Besides that, unfriendly service provided by the staff and employee efficiency level
and food quality was not as customer expected.

RESEARCH QUESTION
Reference to the research objective following research questions are to be addressed by this study.
We develop the problem statement based on the research question that is related to our topic which is
effect of customer satisfaction in burger king seksyen 13 shah alam. Our research question is:

What is the level of customer expectation and perception towards service of the staff at fast

food restaurant?
What are the factors that influence the Food Quality in Burger King and how do these factors

affect the experience and satisfaction of customers?

How does the price influence customer dining experience satisfaction in Burger King?

RESEARCH OBJECTIVE
The purpose of this research is to attempt to solve the problem statement mentioned. The research
objectives can be divided into two categories which are the general objective and specific objectives.
GENERAL OBJECTIVE
General objective of a study states what researchers expect to achieve by the study in general terms.
It is possible and advisable to break down a general objective into smaller, logically connected parts.
The general objective for this research are:

To study the effect of customer satisfaction.

SPECIFIC OBJECTIVE
Specific objectives should systematically address the various research questions. They should specify
what you will do in your study, where and for what purpose. The specific objective for this research
are:

To determine the relationship between food quality and customer satisfaction.

To determine the relationship between price and customer satisfaction.
To determine the relationship between service and customer satisfaction.

SCOPE
Our research scope is in Shah Alam area. We choose Shah Alam area because there are some
limitations which are time constraints, budgetary constraints, and measure used to collect the data.
There are many private organizations around Malaysia. So that we has only choose Shah Alam area
to avoid time constraints. Second is budgetary constraints where gathering and processing data can
be very expensive such as if we want to gather information of the private organization around
Malaysia it will cost higher. Lastly is, we choose Burger King Shah Alam because there is many
complaint from the customer that their service provided and Food quality is as they expect.

Significant of the study

This study is conducted to understand the factors that lead to customer satisfaction towards revisit
intention in fast food restaurant. With the rapid growth of fast food industry nowadays, marketers are
facing challenges that in studying the factors that might be hindering consumer to revisit their
restaurant. Thus, it is important for fast food marketers to foster better understanding and knowledge
on factors that actually attract the customers. By understanding the factors that are affecting customer
satisfaction, marketers can plan and develop marketing strategies in order to meet and satisfy the
customer expectation. In addition, after acquire the useful knowledge in understanding their target
customers, organization are able to gain competitive advantage to compete with their rivalry in the
same industry