Factors Affecting Customer Satisfaction in Restaurants Industry in Batticaloa Region
Department of Management, Eastern University, Sri Lanka.
The purpose this study is to investigate, compare and evaluate the determinants of the customers’ satisfaction in fast food industry. Quality service, price, environment are used as an independent variables and customers satisfaction use as dependent variable. The research is quantitative in nature and random sampling technique has been used for data collection through a questionnaire survey and the sample size for this study was 100. Data have been analyzed through correlation and, multiple regressions.
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Customers are the key elements for any business because if you have no customer then you have no business because any business through the customers, so for the any business it necessary to build the customers for the business as well as build the close relationship because it is necessary to develop strong brand in market. Customer satisfaction is the one element which can measure the business worth as well as business growth so the customer satisfaction is very important in any business because it can lead your business in profit side or loss side.
The purpose of this to investigate the different elements which affect the customer’s satisfaction or which can increase the customer satisfaction, such like promotion is one variable through which you can enhance the satisfaction level in promotion through personal selling and public relation ,advertising.
OBJECTIVES OF THE STUDY
* The first objective is to determine the different variables which affect the customer satisfaction.
* Second objective is to determine whether the quality directly affect the customer satisfaction.
Research related to the consumer satisfaction and behavior in the field of food industry has progress in upcoming years and also measured the dimensions of customer’s satisfaction. Customer satisfaction is increase with the experience of that service in which they involved. In restaurants industry the delivery of product is become more imperative because customers are more careful about the health and restaurants environments.
1. Customers Satisfaction According to Johan; the customer mind is a complex set of thoughts and ideas and cannot be fully predictable by human being. The customer satisfaction is customer’s evaluation of goods and services in term of whether it is according to the customer’s requirements or it is dissatisfied the customer’s needs and wants. Actually customer’s satisfaction is the customer’s evaluation of goods and services in term of whether it is according to the customer’s needs and wants or customers dissatisfied with the product services or the dissatisfied with the performance of the products and not according to expectation of customers and sometime customers more satisfied if products performance is beyond with their expectations. (Kotler P. &. 2012)
2. Outcomes of the customer satisfaction
There are different results which are occurs due to customers satisfaction such like loyalty and word of mouth.
Customer loyalty is both an attitudinal and behavioral tendency to favour one brand over all others, whether due to satisfaction with the product or service, its convenience or performance, or simply familiarity and comfort with the brand. Customer loyalty encourages consumers to shop more consistently, spend a greater share of wallet, and feel positive about a shopping experience, helping attract consumers to familiar brands in the face of a competitive environment....