DANANG UNIVERSITY OF ECONOMIC

UNIT 8: RESEARCH PROJECT

REARCH PROPOSAL

TOPIC: TRAVEL BY SUBMARINE FROM DA NANG BEACH TO CU LAO CHAM ISLAND.

By: Gilly SUD10 Student of University of Sunderland

Organization/ Industry: Subject: Topic: Sub topic: Sub sub topic:

KFC Customer satisfaction 4Ps Product Customer satisfaction in KFC

Research title: effectiveness of customer satisfaction in KFC

Literature review
a) Staff expectation Staff expectation from customer perception has conducted in many journal and literature. Measurement behavior is the basic identification of good service (McCleary and Weaver, 1982). According to Parasuraman, Zeithaml and Berry 1998, SERVQUAL is a tool to measure perceived service quality that is viewed as the degree and direction of discrepancy between consumers perceptions and expectations. This is a comparison between customer view in service provides of the service performance and customers actual feeling (Parasuraman, Zeithaml and Berry, 1988). According to Valarie A. Zeithami, A. Parasuraman, Leonard L. Barry (1988), stated that The methodology was originally based around 5 key dimensions: 1. 2. 3. 4. Tangibles: Physical facilities, equipment and appearance of personnel,. Reliability: Ability to perform the promised service dependably and accurately. Responsiveness: Willingness to help customers and provide prompt service. Assurance: Knowledge and courtesy of employees their ability to convey trust and

confidence 5. Empathy: The firm provides care and individualized attention to its customers.

How the staffs were supposed to meet he customers expectation? Sometimes, a smile means a lot. According to George Pettingell, (October 2005), stated that If your customers seem

cheerful, be cheerful in return. If they want to be left alone, stay out of their space except to carry out their wishes. What do customers want? They want servers who are smart, humorous and friendly, but not overly so. Customers want something they cant get at home. They want a server who can handle a complicated order without fuss and without mistake. What is customer satisfaction? Oliver, R. L. (1999), identified that Customer satisfaction is an essential indicator of a companys past, current, and future performance and, therefore, has long been a critical focus among marketing practitioners and scholars. When a customer satisfies, it means that the restaurant met their expectations. According to Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995) stated that Satisfied consumers often share their experiences with their family and friends, encouraging them to try the product or service. This is about the word of mouth, when one customers satisfies, their friends and families might also agree. Francis, S., & Davis, L. L. (1990) identified that, Dissatisfaction, on the other hand, may lead to public complaints, negative word-of-mouth communication, and shopping behavior changes. These changes include no longer buying the same or a similar product, switching to another brand, and/or no longer shopping at the same store. b) Customers profile Customers profile affects their visiting purpose and their expectation to staff of a restaurant. Anna S. Mattila, (1999) identified that I conjectured that a customers cultural background plays a role in his or her choice of the cues by which he or she will evaluate a complex service. Consumers from Western cultures typically have limited experience with high levels of personalized service, and their evaluations of complex services are thought to rely heavily on the more familiarand more directly tangible evaluation cues provided by the services cape than on those provided by service encounters. Customers demographic includes gender, age, education and marital status etc. According to Mittal, Vikas and Wagner A. Kamakura (2001), stated that Age and gender have been shown to moderate the relationship between satisfaction and loyalty.

According to Susan M. Keaveney and Madhavan Parthasarathy stated that Customers with higher incomes and education levels may be capable of developing sophisticated and probably accurate estimates of what to expect from a service. Murray (1991); Nelson (1970) identified that Higher education levels may also provide consumers with greater skills in forming hypotheses about future service performance. Because services are intangible, they can require somewhat more imagination, vision, or hypothesizing to predict what actually using the service would be like. Customers information reflects what the customers want. Olivia Freeman, (2001) identified that The customer is the hub around which the business revolves and knowledge of the customer is a vital category of information. Organizations typically have a good deal of information about their existing customers and their transactions or purchasing patterns with their own organization. Some organizations have used this to their advantage and gained customers on the back of complaints. c) Visiting Purpose There are lots of purposes for a customer to pay attention to a service, it might be regarding to the staff attitude, the product or even the price. George Pettingell (October 2005) identified that Most people dont come to a restaurant to eat. Most of the time they come for dozens of other reasons that have little to do with eating. Yes, well prepared and tasty food is important, as is ambiance and price. But for most people, the bottom line has everything to do with personal needs and experiences. According to June, L.P. and Smith, S.L. (1987) stated that Five characteristics of customers choosing a restaurant have been found: price, atmosphere, liquor license, service and quality. They summarized that different standard would be used when the respondents were choosing restaurants in different occasions. Customers are sometimes attracted by the atmosphere of the restaurant, it was proved by the following newspaper journal that lots of customers go to a particular restaurant for special purpose. According to Sunday Morning, Bill Geist, (Dec 3, 2006) stated that Los Angeles hot

spot, Opaque, offers dining in total darkness. It's a hip spot on Sunset Strip in Los Angeles called Opaque, where patrons dine in total darkness. Menus are useless so diners order before going in. According to Restaurant Demand Today, Promotion Marketing Association of America (1994) stated that There are 10% fast-food restaurant customers choose the restaurant due to their friend/family favour. There are some amounts of customers visiting a restaurant because of loyalty. According to Anna S. Mattila (2001), stated that Loyalty has become the key strategic goal for many service organizations, including hospitality firms. Ennew, C. T. and McKechnie, S. (1998) identified that, Loyalty can be perceived as a significant characteristic of the relationship between the object, the brand and the customer. According to Bove, L.L. and Johnson, L.W. (2000) stated true customer loyalty is viewed as an extremely valuable asset to the service firm. According to Iglesias, Marta Pedraja; Guilln, Ma Jesus Yage, stated that Individuals increase their state of awareness by paying considerable attention to advertising and conversations, or they can initiate an active information search involving greater effortthe active external search is affected by family income and by a greater perception of differences between establishments.

Bojanic, D. C., & Rosen, L. D. (1994). Measuring service quality in restaurantsan application of the SERVQUAL instrument. Hospitality Research Journal, 18(1), 4-14. Valarie A. Zeithami, A. Parasuraman, Leonard L. Barry (1988), Delivering Quality Service: Balancing Customer Perceptions and Expectations. Comparing service quality performance with customer service quality needs

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988, Spring). SERVQUAL a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing , 64(1), 12-40.

Reimer, H., & Reichel, A. (2000). Assessing service quality in the Israeli tourism industry using SERVQUAL. Proceedings of Fifth Annual Graduate Education and Graduate Students Research Conference in Hospitality & Tourism, 273-280. (January 68, 2000)

George Pettingell, (October 2005). Restaurant Property. How servers can make better tips? Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). New York: Dryden. Francis, S., & Davis, L. L. (1990). Consumer grudge holding: An empirical analysis of mother and daughter consumers. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 3, 115-116.

Anna S. Mattila, (1999). Journal of Service Research. The Role of Culture in the Service Evaluation Process, P.2 Mittal, Vikas and Wagner A. Kamakura (2001), Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effects of Customer Characteristics, Journal of Marketing Research, 38 (February), 131-142.

Susan M. Keaveney and Madhavan Parthasarathy, Attitudinal, Behavioral, and Demographic Factors Customer Switching Behavior in Online Services: An Exploratory Study of the Role of Selected. Journal of Academy of Marketing Science 2001; 29; 374, P.7

Murray,Keith B. 1991. A Test of Services Marketing Theory: Consumer Information Acquisition Activities. Journal of Marketing 55 (January):10-25. Olivia Freeman, (2001), Does your organization use knowledge to gain competitive advantage?. Business Information Review 2001; 18; 38, P.6 June, L.P. and Smith, S.L. (1987), Service attributes and situational effects on customer preferences for restaurant dining, Journal of Travel Research, Vol. 26, Fall, pp. 20-7. Bill Geist, (Dec. 3, 2006), Dining In The Dark On Purpose , Sunday Morning "Restaurant Demand Today", Restaurants & Institutions; 1/1/2005, Vol. 115 Issue 1, p2434, 3/4p, 1 chart Anna S. Mattila (2001). Emotional Bonding and Restaurant Loyalty. Cornell Hospitality Quarterly 2001; 42; 73 Ennew, C. T. and McKechnie, S. (1998), "The Financial Services Customer", In: Consumers and Services, (Eds.), Gabbott, M. and Hogg, G., England: John Wiley & Sons, pp.185-207

Bove, L.L. and Johnson, L.W. (2000), "A Customer-Service Worker Relationship Model", International Journal of Service Industry Management, Vol. 11, No. 5, pp.49151 23.

Iglesias, Marta Pedraja; Guilln, Ma Jesus Yage, (2002)Searching for Information When Selecting a Restaurant Food Service technology, Vol. 2 Issue 1, p35-45, 11p