Abstract

Customer satisfaction is an essential for business success in today’s marketplace. The degree
of satisfaction provided by the goods and services of a company as measured by the number of
repeat customers. Customer satisfaction plays an important role within any business .not only
is it the leading indicator to measure customer loyalty, identify unhappy customers, reduce
churn and increase revenue; it is also a key point of differentiation that helps to attract new
customers in competitive business environments. The objective of study is to construct
comprehensive model of customer satisfaction in restaurant industries. Primary research and
Quantitative techniques were used to explain the concept of customer satisfaction. Stratified
random sampling was used for this purpose for data analysis purpose, factor analysis and
regression analysis while using SPSS-16 were used to test the model. This research will add in
existing base of knowledge on customer satisfaction while focusing on local restaurant
industry.

Keywords
Customer satisfaction, service quality, food reliability freshness; Presentation; Taste; Fast food
restaurant.

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Chapter-01
Introduction
Customers service is the key factor for getting satisfied customers .This plays vary major role
in each and every company’s success. A company with best customer service is the most
preferred company. Restaurants are one of the major industries where the customer service is
expected more. A restaurant with good customer service will be ranked higher than any other
competitive restaurants .Every customer expects his order items should be served with smile.
But most of the restaurants fail to understand this basic and the major expectation from
customer. When this is fulfilled the restaurant is valued more. Now a days all the restaurant
show their care in providing better customer service this make them to stand in top for sure .A
best restaurant realizes that customer service should start from the kitchen. Enough care should
be taken to see the quality of raw materials used. Customer need to be satisfied with the quality
and taste too. Now-a-days restaurant industries plays vital roles in Bangladesh. Restaurant
service also known as quick service restaurants.

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Chapter-02
Literature Review
The pressures of working life along with time constraints have resulted in an increasing number
of consumers opting for fast food restaurant. One study of the market research and analysis
group packaged facts revealed that around one- third of consumers felt they lack the time to
prepare healthy meals, resulting in food being consumed quickly at work or in the car. For this
reason these same people have actually replaced many of their meals with snacks and quick
meal. Consumers have changed. The consumer’s attitude about the economy, their lifestyle,
financial planning and shopping habits and eating. The growth of the fast food market has been
an effect of societal development. Like the western world, now a day, women in Bangladesh
especially in Dhaka city do not stay at home carrying out household tasks, but rather prefer
remunerated work in striving towards equality and economic independence. The meal, as a
concept meaning the sharing of different kinds of food, has been replaced by quick breaks of
individual eating and many young people do not have regular eating times or habits in terms
of breakfast, lunch, and dinner.

Methodology of the study

Data sources:
In order to prepare this report we have collected necessary information from two types of
source as follows

1. Primary source information: We collected the data from a sample of 130 customers on
same point of purchase and consumption inside the restaurant. A structured
questionnaire on Five Point Licker scale was used to collect the data.

2. Secondary source of information Population: we collected the data through websites.

Population:
For the purpose of the report we use primary data and this data is collected from face to
face meeting of 100 respondents.

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Hypothesis
To conduct the study, we select two hypotheses. One is null hypothesis and other is alternative
hypothesis.

 Null hypothesis H0: There is no relationship between factors such as food quality,
service quality and restaurant environment and customer satisfaction towards fast food
restaurant.

 Alternative hypothesis H1: There is strong relationship between factors such as food
quality, service quality and restaurant environment and customer satisfaction towards
fast food restaurant

Techniques of data collection and analysis:

For the purpose of this study, we used the Statistical Software Package for Social Sciences
(SPSS) Version 16 to compute all the data gathered from the questionnaires. The techniques of
analysis used in this study were factor analysis and regression analysis to sum up the data
collected. The questionnaires used are adopted from the questionnaires developed from past
researches. In order to describe the sample characteristics in the data analysis report,
demographic data such as age, gender, educational qualification, profession, are included in
the questionnaire. In the subsequent sections, all the study variable scales are measured using
Likert scale rated varying from 1 to 5 (highly disagree to highly agree).

Significance of the study

A thorough understanding and knowledge of the factors that have impact on customer
satisfaction is very useful in guiding restaurant owners and managers to design and deliver the
right offering and strategies. Also research has many future implications. It has potential to
check the moderating effect of culture sensitivity and also it can determine the mediating role
of customer satisfaction and its impact on brand or customer loyalty in further. This will be of
unique in terms of local environment and will have many implications for restaurant owners,
managers and researchers of particular community.

Model diagram
Following diagram shows the relationship of variables both dependent and independent
variables, customer satisfaction is dependent variable and Responsiveness, Reliability or
Product quality, Physical design and price are few of the major independent variables in our
study

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Independent variable Dependent variable
Order accuracy Satisfaction
Food Quality
Employee courtesy
Customer Complaints
Cleanliness
Waiting time for service

Restaurant Overview
SL. No. Restaurants name Location
01 Monir Hotel & Restaurant Dumki, Patuakhali
02 Rubel Hotel Dumki, Patuakhali
03 Monir Hotel (2) Dumki, Patuakhali
04 New Ruchita Hotel & Restaurant Dumki, Patuakhali
05 China Palace Barisal, Sadar
06 AFC Dumki, Patuakhali
07 Akash Restaurant Girza mohallah, Barisal
08 Bistroc Khulna
09 Mollika Restora Patuakhali, Sadar
10 The River Café Restaurant Police line, Barisal
11 Rose Garden Barisal, Sadar
12 Lack view Barisal Sadar
13 Kazi Farms Kitchen C & B road, Barisal
14 Hot plate Barisal, Sadar
15 Garden-Inn Barisal, Sadar
16 Royal Hotel & Restaurant Barisal, Sadar
17 Hundi- Korai Barisal, Sadar
18 BFG Police line, Barisal
19 Rasana Bilash Restaurant New market, Pataukhali
20 Mid- Balls Pataukhali, Sadar

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Chapter-03: Result and Discussion
Demography of respondents

AGE
36-Above
13%

26-35
28% 15=25
59%

The above chart mention that most of the respondents of this report are young generation.
Among the sample population 59% respondents age lies in the range of 15-25 and 28%
respondents age in 26-35 and the rest 13%’s age is in the range of 36-above.

Gender
Female
36%

Male
64%

Male Female

From the above chart it is found that most of the respondents are male and their percentage is
64. And the percentage of female respondents are 36.

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 Educational Qualification
S.S.C
MS/MBA 4% H.S.C
22% 14%

Hons
60%
S.S.C H.S.C Hons MS/MBA

The educational qualification chart represents that the educational qualification of 60%
respondents are Hons and 22% respondents has MS/MBA degree. And the respondents who
has S.S.C & H.S.C degree are 4% & 14% respectively.

Profession
Others
18%
Teacher
5%
Businessman
10% Student
67%

Student Businessman Teacher Others

From the above chart of profession, it is found that 67% of the respondents are student. 18%
of the respondent’s profession is others. Teacher and Businessman are 5% and 10%
respectively among the respondents.

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Factor Analysis
KMO and Bartlett's Testa
Kaiser-Meyer-Olkin Measure of Sampling
.837
Adequacy.
Bartlett's Test of Approx. Chi-Square 1.063E3
Sphericity df 253
Sig. .000
a. Based on correlations

Interpretation: Based on KMO measure of sampling competency test, it was found that the
factor analysis data was appropriate with the value of 0.837, which falls between the ranges of
0.8-0.9 that indicates the superb significance level. KMO should be 0.60 or higher in order to
continue with factor analysis. Bartlett’s Test was utilized with the result which indicates a
highly significant result with p=0.000 (p<0.05) and therefore factor analysis is appropriate and
accepted.

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Regression Analysis

Descriptive Statistics
Std.
Mean Deviation N
I am satisfied with the services provided by the fast food restaurant 3.7000 .97959 100
Menu list arrives quickly 3.4600 .97876 100
Ordered dishes arrives promptly 3.5200 .95853 100
Promptly check-out from cash counter 3.8900 .87496 100
The Fast Food Restaurant provides prompt and quick service 3.5600 .86830 100
The staff shifts to help each other maintain speed of the service
3.0700 .90179 100
during busy times
The decoration is in keeping with its image and price range 3.4500 .95743 100
The Food served is very neat & clean 3.9000 .97959 100
The Food Restaurant has clean dining area 3.7200 1.06439 100
The tableware in the Restaurant is clean 3.7100 .90224 100
Staff members are clean, neat and dressed properly. 3.6400 1.03981 100
Food tastes good 3.8800 1.03748 100
Food is fresh 3.6700 .89955 100
Varieties of foods are available 3.6200 1.08971 100
The staff serve your food exactly as you ordered it 3.6500 .99874 100
The Restaurant serves you in the time promised 3.2500 .82112 100
The take-away service in the Food Restaurant is competent and
3.4000 .84087 100
efficient
The staff have good attitude and willing to talk to you 3.3800 1.11718 100
The staff is very friendly 3.5000 .96922 100
The staff can answer your questions completely 3.4300 1.07548 100
The staff seemed well trained, competent and experienced 3.0100 1.06832 100

Interpretation: The first output from the analysis is a table of descriptive statistics for all the
variables under investigation. Typically, the mean, standard deviation and number of
respondents (N) who participated in the survey are given. Looking at the mean, one can
conclude that Q.9 that is ‘‘The Food served is very neat & clean’’ is the most important variable
that influences customer’s satisfaction. It has the highest mean of 3.90.

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 Coefficientsa
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 2.518 .753 3.344 .001
Menu list arrives quickly .053 .138 .053 .380 .705
Ordered dishes arrives promptly .277 .145 .271 1.910 .060
Promptly check-out from cash counter .022 .145 .020 .153 .879
The Fast Food Restaurant provides
.312 .154 .276 2.026 .046
prompt and quick service
The staff shifts to help each other
-
maintain speed of the service during busy -.187 .117 -.173 .113
1.605
times
The decoration is in keeping with its
-.033 .165 -.032 -.200 .842
image and price range
The Food served is very neat & clean .087 .197 .087 .440 .661
The Food Restaurant has clean dining area -
-.316 .179 -.344 .082
1.763
The tableware in the Restaurant is clean .077 .147 .071 .521 .604
Staff members are clean, neat and dressed
-.056 .127 -.060 -.444 .658
properly.
Food tastes good .121 .115 .129 1.055 .295
Food is fresh -
-.175 .155 -.160 .263
1.128
Varieties of foods are available .137 .114 .153 1.204 .232
The staff serve your food exactly as you
.102 .158 .104 .646 .520
ordered it
The Restaurant serves you in the time
-.092 .157 -.078 -.588 .558
promised
The take-away service in the Food
-.081 .130 -.069 -.619 .537
Restaurant is competent and efficient
The staff have good attitude and willing to
.141 .146 .161 .969 .336
talk to you
The staff is very friendly -.074 .163 -.073 -.455 .651

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 The staff can answer your questions
-.097 .128 -.106 -.754 .453
completely
The staff seemed well trained, competent
.090 .140 .098 .641 .523
and experienced

Interpretation: The results show that out of twenty independent factors, only one factor has
significant (p<0.05). On the contrast other 19 factors significant (p>0.05). Factor that has
significant (p<0.05) null hypothesis is accepted and alternative hypothesis is rejected, factors
those (p>0.05) alternative hypothesis is accepted and null hypothesis is rejected.

ANOVAb
Sum of
Model Squares df Mean Square F Sig.
1 Regression 24.351 20 1.218 1.361 .168a
Residual 70.649 79 .894
Total 95.000 99

Interpretation: Our calculated value with 5% level of significance with (20) d.f., is 0.168.
Which is higher than the significant value 0.05. So our null-hypothesis is rejected and
alternative hypothesis is accepted which means that there is strong relationship between factors
such as food quality, service quality and restaurant environment and customer satisfaction
towards fast food restaurant.

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Chapter-04
Findings
 Factor analysis is appropriate and accepted because the value of KMO is in the range
of 0.8-0.9.
 Null-hypothesis is rejected and alternative hypothesis is accepted so there is strong
relationship between factors such as food quality, service quality and restaurant
environment and customer satisfaction towards fast food restaurant.

Conclusion
There are so many industry sector in our country. Those industry sectors are profitable for
doing business. All of those industries sector help to develop economy in our country. From
those profitable and popular industry sectors, the fast food restaurant industry is one of them.
Not only in our country but also all over the world the restaurants business is most popular and
day by day increase its demand.

Customer hospitality is getting more and more priority to the fast food restaurants. What these
restaurants needed to know that how they can ensure good hospitality. In our initial study, it
was found that customers consider the variables like greetings, sitting arrangement, quality of
food, menu variety, employ Behavior, speed of service, child corner, security, decoration and
fair price. Among these factors-greetings, sitting arrangement and speed of service are highly
significant to customers. Our result in some extent similar to the result of previous studies.
Speed of the service is one particular variable which is found important to our study and also
in the previous studies. There are some notable differences that are found between our study
and previous studies. Our study has revealed that greetings and sitting arrangement are also
important for good customer hospitality but previous findings did not have these kinds of
results. Another difference is that quality of food was found significant in previous studies but
it was found insignificant in our study.

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References
Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: an
examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.

Athanassopoulos, A. D. (March 2000).). Customer Satisfaction Cues to Support Market

Segmentation and Explain Switching Behavior. Journal of Business Research, Volume 47(3),
191–207.

Khan, S., & all., e. (2012). Determinants of customer satisfaction in fast food industry.
International Journal of Management and Strategy, Vol. No.3.

Raja I.S., Osama G., Iqra H., Naeem A., & Asad U. R., (2014) Factors Affecting Customers
Satisfaction in Restaurants Industry in Pakistan International Review of Management and
Business Research, Vol. 3 Issue.2

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