Methods in Business

Research
Customer Satisfaction at BBQ
Tonight

Submitted To:
Ms.Saadiyah Saeed
(Professor at IOBM)

Submitted By:
Naba Zehra 15733
Rida Khokhar 15873

Institute of Business Management

Korangi,Karachi,Sindh
Phone: (021) 111 002 004
4th Jan 2015
Mrs.Saadiyah Saeed
Professor at IOBM
Dear Madam:
Here is an in-depth quantitative study done on the customers of a leading
restaurant in Karachi to determine the customer satisfaction using different
variables, which you authorized on (date).
This study was carried out using self administered questionnaires on a sample of
200 respondents who took part in the study. The questionnaires were filled by
the current customers of the restaurant and the study revealed the positive and
negative attitude of the customers visiting "BBQ tonight". Certain variables were
used to determine the satisfaction of customers towards the restaurant.
Therefore, this study states the satisfaction level of the customers who visit the
restaurant in detail.
In light of these findings the report concludes that how satisfied are the
customers of BBQ tonight and what are the factors that cause dissatisfaction
among them.
Thank you for authorizing this research. I look forward to working on several
other important researches under your assistance.
Sincerely yours,
Naba Zehra 15733
Rida Khokhar 15873

Contents:
Authorisation letter _____________________________________________________ 2
The research proposal ___________________________________________________ 4
The executive summary __________________________________________________ 9
Introduction ____________________________________________________________ 10
Statement of problem ____________________________________________________ 10
Research objectives ______________________________________________________ 11
Background information ___________________________________________________
11
Research goals ___________________________________________________________ 11
The literature Review _____________________________________________________ 11
The theoretical framework _________________________________________________
13
The hypothesis ___________________________________________________________ 14
Research Design __________________________________________________________ 14
Results of data analysis _____________________________________________________
15
Conclusion _______________________________________________________________ 25
Recommendation _________________________________________________________ 25
Limitations _______________________________________________________________ 25
References ________________________________________________________________25
Appendix __________________________________________________________________ 26

RESEARCH PROPOSAL
Executive Summary:
As service industries; specifically the food industry are gaining significance in the
market so are the concerns of the business owners towards the satisfaction of
their customers as satisfied customer will result in customer revisit hence
increasing the profitability of the restaurant or the food chain.
This research is conducted to examine the factors of price, food quality,
environment, security and service quality that influence the customer
satisfaction of the people visiting the restaurant. The focus of this study is a
leading restaurant in Karachi that is "BBQ Tonight" and the satisfaction level of
the customers visiting this restaurant with regard to the variables discussed
above. To achieve the objectives of this research a questionnaire has been
designed focusing on the variables so that deep insight could be gained in the
satisfaction levels of the customers.
The analysis of the data revealed that service quality, food price, restaurant
security and environment do not have a significant influence on the customer
satisfaction of the people visiting BBQ Tonight whereas Food quality is the major
factor that results in the satisfaction of the customers. The study also revealed
that satisfied customers increases the customers revisit intention to the
restaurant.
After carefully analysing the results of the data it was concluded that food quality
is the major factor that leads to customer satisfaction of the customers visiting
BBQ Tonight and customer satisfaction than leads to increased customer revisit
intention to the restaurant. Whereas some of the variables such as service
quality, food price and restaurant security and environment that we thought will
affect the customer satisfaction it was found out that they had not have any
significant affect on the customer satisfaction of the people visiting BBQ Tonight.

Recommendations:
(i) Bar.B.Q. Tonight should open more branches. As they currently have two
branches both in the areas belonging in category A where as our result
shows that 55% of their customer belongs to area in category B
(ii) They should extend their menu as this was the major complain that the
customer pointed at.
(iii)Bar.B.Q tonight should start conducting events or come up with attracting
packages so people would visit the restaurant more than once or twice in
a month.

Problem Statement:
BBQ Tonight is a leading restaurant in Karachi, Pakistan. Nowadays, the food
industry is increasingly expanding in Karachi and seems to be growing. Due this
fact the restaurant industry is becoming competitive through the last few years.
4

However, as the global market is changing rapidly the restaurant industry is

facing competition in terms of retaining and attracting their customers. Thus, for
the success of the business it is important for the restaurants to concern the
factors that leads to the satisfaction of their customers and result in revisit
intention.
Therefore, the factors that we will be taking into account are food quality, service
quality, the environment and security of the restaurant to determine that
whether these factors retain the customers resulting in increased customer
revisit intention. Moreover, in this research we will try to find out that whether
increased customer satisfaction result in customer revisit intention.
Although several researches have been conducted previously to find out the
affect of food quality, service quality, environment and security on the customer
satisfaction but these studies have been done separately but our study will take
into account all three factors together to determine how they affect the
satisfaction of customers all together.

General Objective:
The main objective of this study is to identify the customers profile that visit
BAR.B.Q tonight the most and the factors influencing customer satisfaction
among them. It seeks to examine and understand whether factors such as food
quality, service quality, food price, Security conditions and restaurant
environment will influence customer satisfaction and restaurant revisit intention.

Specific Objectives:
(i) To examine the relationship between food quality (food freshness & food
presentation) and customer satisfaction.
(ii) To examine the relationship between service quality (service reliability &
service responsiveness) and customer satisfaction.
(iii)To examine the relationship between Food Price (service reliability &
service responsiveness) and customer satisfaction.
(iv) To examine the relationship between Restaurant security condition
(service reliability & service responsiveness) and customer satisfaction.
(v) To examine the relationship between restaurant environment (cleanliness &
ambient scent) and customer satisfaction.
(vi) To examine the relationship between customer satisfaction and revisit
intention.

Desk Research:
According to the research Impact of Different Determinants on Customers
Satisfaction Level (A case of Fast Food Restaurant)conducted in Gujarat and
Gujranwala of Pakistan by ALI NASIR, MIRZA ASHFAQ AHMED, IRAM NAZIR,
HUMA ZAFAR, ZAHRA ZAHID (September 2014), price of the food matters most to
the customers. They want value for their money and prefer less price fast food
restaurants as it is their habit of saving. Second most important factor
influencing customer satisfaction came out to be the environment of the fast
food restaurant.
According to the proposal on Service Quality and Customer Satisfaction in
Chinese Fast Food Sector prepared by QINGQING TAN, ADE ORIADE PAUL
5

FALLON. Food quality is the most significant dimension in service quality as well
as the most significant predictor of customer satisfaction. The significance of
assurance and empathy suggested that the expenditures in employee training
and improving the food quality should be seen as necessary investments. The
service providers should thus pay more attention to training and empowering
their service employees to look for ways to make the dining experience an
impressive one for their customers.
Another research on Factors Influencing Dining Experience on Customer
Satisfaction and Revisit Intention among Undergraduates towards Fast Food
Restaurants conducted by CHOW KENG YONG,DICKSON ONG CHEE SIANG, THAM
WAI LOK, WONG YIN KUAN (April 2013). The findings of this research show that
Food quality has the least positive impact on influencing the customer
satisfaction among undergraduates towards the fast food restaurants. Service
quality plays the most influencing role in the dining experience. Managers should
create special atmosphere for customers to enhance their positive dining
experience thus can increase their frequency of visiting fast food restaurant.

Benefits of the study:

This research will be applicable at micro level so that we can know customers
changing perceptions regarding satisfaction in this rapidly growing food industry.
This study will give deep inside in the market to the investors who are ready to
invest in the food industry of Karachi as owners of the fast food chain. It will be
of great significance to those who are investigating the factors that affect
customer satisfaction to go along the trend and to ride with the waves of the
market. The international restaurant chains who consider Pakistan as their
prospects would be keen to look into this research first and then to launch in
Pakistan.

Research Design
Research method:
The data will be collected using self administered questionnaire. The
questionnaire was piloted on a sampled of three respondents so that appropriate
corrective measures can be taken.

Research Model:

Food
Quality
Service
Quality
Food

Custome
6
r
Satisfact

Revisit
Intention

Restaura
nt
Restaura
nt
Unit of Analysis:
The unit of analysis are the customers of BBQ Tonight who are the head of the
family and earn for their families.

Sampling Design:
We would be using a smaller sample to represent the larger population. It would
be impractical to survey the whole population.

Sample plan:
The research would use probability (random) sampling method.

Target Population:
The customers dining in Bar.B.Q tonight will be targeted as our respondent

Sample size:
The data was collected from a sample of 75 respondents who were the
customers of BBQ tonight.

Nature and Form of Results:

The research will be presented through a printed report (hard copy) and a power
point presentation.

Qualification of the Researcher:

Our group is based upon the group of BBA students. We conducted exploratory
research upon factors influencing employee satisfaction of an organization for
Organizational Behaviour. Then we had done a market research for the failure of
Olpers Olfrute for Marketing Management. We also conducted research on
biasness among university students for Business Communication.

Budget:
The budget of the research would be Rs 2500. The break-up is as follows:
Particulars

Cost (Rs.)

Transportation

1500

Printing of questionnaires

1000

Schedule:
Stages of Research Process

Time Duration

Approaching Bar.B.Q Tonight and fixing our visit

1 week

Preparing a comprehensive questionnaire

1 week

Analysis and conclusion

1 week

Report formation and Final Presentation

1 week

Project Management:
Rida Khokhar
(ProjectManager)

Miss Saadiyah Saeed

(Back Checker)

Rida Khokhar
(Data Collector)

Naba Zehra
(Data Analysis)

Bibliography:

Executive Summary:
As service industries; specifically the food industry are gaining significance in the
market so are the concerns of the business owners towards the satisfaction of
their customers as satisfied customer will result in customer revisit hence
increasing the profitability of the restaurant or the food chain.
This research is conducted to examine the factors of price, food quality,
environment, security and service quality that influence the customer
satisfaction of the people visiting the restaurant. The focus of this study is a
leading restaurant in Karachi that is "BBQ Tonight" and the satisfaction level of
the customers visiting this restaurant with regard to the variables discussed
above. To achieve the objectives of this research a questionnaire has been
designed focusing on the variables so that deep insight could be gained in the
satisfaction levels of the customers.
The analysis of the data revealed that service quality, food price, restaurant
security and environment do not have a significant influence on the customer
satisfaction of the people visiting BBQ Tonight whereas Food quality is the major
factor that results in the satisfaction of the customers. The study also revealed
that satisfied customers increases the customers revisit intention to the
restaurant.
After carefully analysing the results of the data it was concluded that food quality
is the major factor that leads to customer satisfaction of the customers visiting
BBQ Tonight and customer satisfaction than leads to increased customer revisit
intention to the restaurant. Whereas some of the variables such as service
quality, food price and restaurant security and environment that we thought will
affect the customer satisfaction it was found out that they had not have any
significant affect on the customer satisfaction of the people visiting BBQ Tonight.

Recommendations:
1. Bar.B.Q. Tonight should open more branches. As they currently have
two branches both in the areas belonging in category A where as our
result shows that 55% of their customer belongs to area in category B
2. They should extend their menu as this was the major complain that the
customer pointed at.
3. Bar.B.Q tonight should start conducting events or come up with
attracting packages so people would visit the restaurant more than
once or twice in a month.

Introduction:
As service industries; specifically the food industry are gaining significance in the
market so are the concerns of the business owners towards the satisfaction of
their customers as satisfied customer will result in customer revisit hence
increasing the profitability of the restaurant or the food chain.
This research is conducted to examine the factors of price, food quality,
environment, security and service quality that influence the customer
satisfaction of the people visiting the restaurant. The focus of this study is a
leading restaurant in Karachi that is "BBQ Tonight" and the satisfaction level of
the customers visiting this restaurant with regard to the variables discussed
above. To achieve the objectives of this research a questionnaire has been
designed focusing on the variables so that deep insight could be gained in the
satisfaction levels of the customers.
Furthermore, literature reviews has been included to gain better understanding
of the research problems and influential factors with regard to the customer
satisfaction. The data collected through questionnaires will be analysed using
Statistical Package for Social Science (SPSS) and results obtained will be
discussed in the form of tables and charts for better understanding.
The results obtained through this study will help the owners of the restaurant to
understand the factors that lead to customer satisfaction and the factors that are
leading to customer dissatisfaction at the restaurant which will eventually enable
them to take corrective measures so that the factors causing dissatisfaction
could be eliminated.

Statement of Problem:
BBQ Tonight is a leading restaurant in Karachi, Pakistan. Nowadays, the food
industry is increasingly expanding in Karachi and seems to be growing. Due this
fact the restaurant industry is becoming competitive through the last few years.
However, as the global market is changing rapidly the restaurant industry is
facing competition in terms of retaining and attracting their customers. Thus, for
the success of the business it is important for the restaurants to concern the
factors that leads to the satisfaction of their customers and result in revisit
intention.
Therefore, the factors that we will be taking into account are food quality, service
quality, the environment and security of the restaurant to determine that
whether these factors retain the customers resulting in increased customer
revisit intention. Moreover, in this research we will try to find out that whether
increased customer satisfaction result in customer revisit intention.
Although several researches have been conducted previously to find out the
affect of food quality, service quality, environment and security on the customer
satisfaction but these studies have been done separately but our study will take
10

into account all three factors together to determine how they affect the
satisfaction of customers all together.

Research Objectives:
General Objective:
The main objective of this study is to identify the customers profile that visit
BAR.B.Q tonight the most and the factors influencing customer satisfaction
among them. It seeks to examine and understand whether factors such as food
quality, service quality, food price, Security conditions and restaurant
environment will influence customer satisfaction and restaurant revisit intention.
Specific Objectives:
(i)
To identify the customers profile that visit BAR.B.Q tonight the most
(ii)
To examine the relationship between food quality (food freshness & food
presentation) and customer satisfaction.
(iii)
To examine the relationship between service quality (service reliability &
service responsiveness) and customer satisfaction.
(iv)
To examine the relationship between Food Price (service reliability &
service responsiveness) and customer satisfaction.
(v)
To examine the relationship between Restaurant security condition
(service reliability & service responsiveness) and customer satisfaction.
(vi)
To examine the relationship between restaurant environment (cleanliness
& ambient scent) and customer satisfaction.
(vii) To examine the relationship between customer satisfaction and revisit
intention.

Background Information:
"Factors influencing dining experience on customer satisfaction and revisit
intention among undergraduates towards fast food restaurants" was the research
conducted in April 2013 by Yong, Siang, Lok and Kuan in Malaysia. In this study
we are expanding this research to Karachi and we will be examining the effects
of food quality, service quality, restaurant environment and security on customer
satisfaction of the leading restaurant BBQ Tonight. This study will help us to
determine the effects of these factors on customers of restaurant industry in the
East.

Research goals:
The specific goals of our research are to see if food quality, service quality, food
price, restaurant security and restaurant environment are related directly to
customer revisit intention.

11

Literature Review:
The restaurant industry has been of great importance over the years all around
the world. A large number of people around the world often visit restaurants for
various purposes which include business meetings and conferences, teenagers
often visit restaurants to spend a quality time with their friends and most
significantly for family celebrations. However, to improve business performance
and efficiency, perceived service quality has been a strategic organisational tool
over the years (Mehta, Lalwani & Han). Service quality has been used as a
measure for the success of an organisation widely because it holds a close link
with customer satisfaction (Parasuraman, Zeithaml & Veloutsou). Hence, quality
has been regarded as a competitive advantage that most of the service
industries aim to achieve. Moreover, outstanding service leads to repeat
purchases and loyal customers (Cronin & Taylor). Therefore, many restaurant
owners and service industry providers aim to focus on needs of consumers for
service quality and customer satisfaction to retain customers in their business.
Moreover, the study done on "Customer perceived service quality in the fast food
industry" helps to better understand the background in the research we are
going to conduct. The methodology for this research was selected very carefully
and the data was collected from 508 students from different business classes,
studying in mid size universities. The survey was conducted through interview.
The sample size was of 508 students from two different classes. The target
sample belonged to the lower class and upper class, they were self selected by
the researchers. The descriptive statistics and the correlation analysis were
employed to examine the results. The variables used in this research included
Satisfaction, the Food, the Environment, the Business and the Transaction. The
research concluded that Women`s criteria of selecting restaurants depends on
the cleanliness. While for men the factor that influences their decision of
selecting a restaurant is price by food quality. Hence, males spend more on a fast
food purchase and are more likely to order a side dish than women and that
woman are more critical than males in their perceptions of service quality. Last
but not least, M-commerce marketing will be a good idea to get the customer
feedback and expand business (STEPHEN, KEVIN, & MIKE). In addition to this
another research on "Exploring the Relationship between Customer Satisfaction
and Loyalty in the Fast Food Industry" further clarifies the concept on the
restaurant industry and customer satisfaction. The variables that were taken in
account in this study included consumption frequency, convenience, customer
satisfaction, relationship inertia and Customer loyalty. The survey was conducted
through questionnaires. There were a total of 600 questionnaires and the
effective recycled questionnaires were 594, with the effective recycling rate of
98%.The study applied the purposive sampling method and focused on 10
branches of four famous fast food chain stores in Taipei City. The study applied a
Likert 5-point scale (i.e. 1=strongly disagree to 5=strongly agree) and concluded
that in fast food industry customer satisfaction will positively impact customer
loyalty. Customer inertial purchase behaviour of the fast food industry has
resulted in the customer loyalty and sales performance of the fast food industry
not being easily impacted by negative news event. It is necessary to strengthen
the customer satisfaction and relationship inertia. Therefore, it is very important
to look for the variables that will impact customer satisfaction and relationship
inertia (Ching Chan Cheng et al). Followed by this a great amount of work has
been done by researchers in China on food industry, service quality and
customer satisfaction. Another research done on "Factors Influencing Dining
Experience on Customer Satisfaction and Revisit Intention among
12

Undergraduates towards Fast Food Restaurants " focused on food quality, Service
Quality, Restaurant and Environment as the variable in this study. The target
population consists of 200 males and females undergraduate from higher
education institutions in Malaysia and the Data was collected from primary and
secondary sources. The instrument used for research was questionnaires.
Targeted population was the undergraduates consisting of male and female who
were aged from 18-26 years old and currently studied in Malaysias higher
education institutions. There were 200 questionnaires distributed, however only
197 questionnaires were collected and 191 questionnaires were eligible. After the
analysis of the data collected the research summarised the following results that
the Food quality had the least positive impact on influencing the customer
satisfaction among undergraduates towards the fast food restaurants but service
quality played the most influencing role in the dining experience. However,
Managers should create special atmosphere for customers to enhance their
positive dining experience thus can increasing their frequency of visiting fast
food restaurant (CHOW,DICKSON, THAM & WONG).
Finally, focusing on the researches done in the west and quality of work produced
by China to further understand the behaviour of customers in Pakistan we
focused on the research that has been done in Pakistan so that consumer
behaviour of people towards food industry could be better understood. This
research was done on "Impact of Different Determinants on Customers
Satisfaction Level (A Case of Fast Food Restaurant)" .The Data was collected from
the respondents living in the cities of Gujrat and Gujranwala in Punjab, Pakistan.
The variables that were taken into account included Price, Quality, Environment,
Security, Exceptional Service, Service Quality and Customer Satisfaction. The
hypothesis that was derived to conduct this research was to find out the factors
that have the greatest impact on the satisfaction levels of restaurant customers.
The Sample size of 300 was selected by using the following formula :( Sample
Size=No. Of Parameters 10) and the data was collected through
questionnaires. The findings concluded that price is the most considered factor
when visiting a fast food restaurant in these two particular cities of Pakistan i.e.
Gujrat and Gujranwala (Ali Nasir, Mirza Ashfaq, Iram Nazir,Huma Zafar & Zahra
Zahid,2014).
Based on the background and extensive research done on service quality and
customer satisfaction of food industry our research aims to determine the factors
that lead to customer satisfaction at a leading restaurant of Karachi known as
"BBQ tonight". The variables that will be used to conduct this research will
include food quality, price, environment and employee service and security.
These have been regarded as the most important factors for consumer
satisfaction (Ali Nasir, Mirza Ashfaq Ahmed, Iram Nazir, Huma Zafar & Zahra
Zahid,2014). The survey will be conducted through questionnaires on a sample
of 200 respondents who are the current customers of BBQ tonight.
Having introduced the background, variables and a brief over view of the
methodology of the study the rest of this research paper will provide a detailed
background of the restaurant BBQ tonight, the methodology that we will be using
to conduct this research along with the analysis of the results and the findings of
this study. Furthermore conclusions and recommendations will also be provided
by the end of the research paper.

13

Theoretical Framework:
The study is based on the model of Venkatesh et al. (2003), which has four exogenous
variables and two endogenous variables, however, the moderating variables have been
excluded in this study.

Food
Quality
Service
Quality
Food
Restaura
nt

Custome
r
Satisfact

Revisit
Intention

Restaura
nt
This research is a modified version of "Factors influencing customer revisit
intention" done in April 2013.

Hypothesis:
1. Food Quality is a factor influencing customer satisfaction
14

2.
3.
4.
5.
6.

Service Quality is a factor influencing customer satisfaction.

Food Price is a factor influencing customer satisfaction.
Restaurant Security is a factor influencing customer satisfaction.
Restaurant Environment is a factor influencing customer satisfaction.
Customer Satisfaction leads to customer`s revisit intention.

Research Design:
Sampling design:
In this study convenience sampling will be used. The data in this study will be
collected on premises of BBQ Tonight so due to the geographical limitation and
keeping in mind the morale of the customers the respondents that are easily
accessible will be targeted.
Data Collection Method:
The data will be collected using self administered questionnaire. The
questionnaire was piloted on a sampled of three respondents so that appropriate
corrective measures can be taken.
Nature of the study:
As self administered questionnaires were used in this study as a tool to collect
data the research is quantitative in nature. Due the geographical limitation
interviews were not used as a data collection tool hence the study is quantitative
in nature.
Time Frame:

Stages of Research Process

Time
Duration

Approaching Bar.B.Q Tonight and fixing

our visit

1 week

Preparing a comprehensive
questionnaire

1 week

Analysis and conclusion

1 week

Report formation and Final

Presentation

1 week

Unit of Analysis:
The unit of analysis are the customers of BBQ Tonight who are the head of the
family and earn for their families.
Data Analysis Done to Test the Hypothesis:

15

Area

Frequency

D.H,A

11

14.7

Clifton

14

18.7

Bahadurabad

6.7

P.E.C.H.S

10.7

F.B Area

8.0

Board Basin

4.0

Gulshan

8.0

Karsaz

6.7

Stadium

8.0

North Nazimabad

5.3

Other

8.0

Total

74

98.7

Missing

1.3

Total

75

100.0

16

The analysis of the data revealed that the highest number of customers i.e.
18.7% who visited BBQ Tonight were from Clifton followed by 14.7% from
Defence. 6.7% were from Bahadurabad , 10.7% were from PECHS , 8.0% were
from FB Area , 4.0% were from Boat Basin, 8.0% were from Gulshan% , 6.7%
were from Karsaz , 8.0% were from Stadium , 5.3% were from North Nazimabad ,
8.0 % were from other areas.

Income

Frequency

Percent

<50,000

25

33.3

50,000-69,999

10.7

70,000-89,999

10

13.3

90,000-1,00,000

11

14.7

1,00,000>

19

25.3

Total

73

97.3

Missing

2.7

Total

75

100.0

17

The analysis revealed that 33.3% of the respondents earned more than PKR
50000. 10.7% had an income bracket of 50000 to 69,999, 13.3% between 70000
and 89999, 14.7% between 90000 and 1000000. 25.3% earned greater than
1000000.

Frequency

Valid
Percent

Lunch

16

21.3

Brunch

10

13.3

Dinner

47

62.7

Total

73

97.3

Missing

2.7

Total

75

100.0

18

The Analysis of the data revealed that the highest percentage of 64.4% visited
BBQ Tonight for Dinner. 21.9% visited for Lunch and 13.7% for Brunch.

Company

Frequency

Family

47

62.7

Friends

19

25.3

Co-Workers

6.7

Other

1.3

Total

72

96.0

4.0

75

100.0

Missing
Total

19

65.28% of the customers preferred visiting BBQ Tonight with family, 26.93% with
friends, 6.94%
with co-workers
Visit per month
Frequency
%
and 1.39% with
others.
1-2 times per month

31

41.3

3-4 times per month

17

22.7

5-6 times per month

15

20.0

More than 7 times per month

10

13.3

Total

73

97.3

Missing

2.7

Total

75

100.0

20

The analysis revealed that 41.3% visited 1-2 times per month. 22.7% visited 3-4
times per month, 20% visited 5-6 times per month and 13.3% more than 7 times
per month.

Reason

Frequency

Special Occasion

33

44.0

Close to your house

10

13.3

Entertainment

18

24.0

Time Saving

12.0

Total

70

93.3

Missing

6.7

Total

75

100.0

21

44% of the people visited the restaurant at special occasions. 13.3% visited
because it is close to their residence, 24% visited due to entertainment purpose
and 12% visited to save their time.

Correlations

Food Quality

Pearson

Food

Service

Quality

Quality
1

Food Price

Restaurant

Restaurant

Customer

Revisit

Security

Environment

Satisfaction

Intention

.507**

.475**

.330**

.319*

.251*

.451**

.000

.000

.007

.011

.041

.000

63

69

66

62

67

67

Correlation
Sig. (2-tailed)
N

69

22

Service Quality

Pearson

.604**

.544**

.596**

.170

.600**

.000

.000

.000

.167

.000

68

67

63

68

68

.278*

.406**

.066

.532**

.019

.001

.582

.000

71

67

Correlation
Sig. (2-tailed)
N
Food Price

68

Pearson
Correlation
Sig. (2-tailed)
N

Restaurant

74

Pearson

Security

72

72

**

.150

.498**

.000

.212

.000

67

71

71

.243*

.674**

.047

.000

67

67

.237*

.870

Correlation
Sig. (2-tailed)
N

Restaurant

71

Pearson

Environment

Correlation
Sig. (2-tailed)
N

Customer

67

Pearson

Satisfaction

Correlation
.045
Sig. (2-tailed)
N

Revisit

72

72

Pearson

Intention

Correlation
Sig. (2-tailed)
N

72

**. Correlation is significant at the 0.01 level (2-tailed).

Coefficientsa
Model

Unstandardized Coefficients

Standardized

Sig.

Coefficients
B
1

(Constant)
Food Quality
Service Quality

Std. Error
2.422

.889

.284

.123

-.006

.096

23

Beta
2.722

.009

.332

2.304

.025

-.011

-.061

.952

Food Price

-.235

.370

-.101

-.634

.529

Restaurant Security

-.100

.410

-.069

-.245

.808

.160

.191

.253

.836

.407

Restaurant Environment
a. Dependent Variable: Customer Satisfaction

Research
Objective
To examine the
relationship between
food quality and
customer
satisfaction
To examine the
relationship between
service quality and
customer
satisfaction
To examine the
relationship between
food price and
customer
satisfaction
To examine the
relationship between
restaurant security
and customer
satisfaction
To examine the
relationship between
restaurant
environment and
customer
satisfaction
To examine the
relationship between
customer
satisfaction and
customer revisit
intention

hypothesis

Result

Achieved

r = 0.251
(p < 0.05)
p = 0.025

Yes

r = 0.167
(p < 0.05)
p = 0.952

No

r = 0.582
(p < 0.05)
p = 0.529

No

r = 0.212
(p < 0.05)
p = 0.808

No

restaurant
environment is a
factor influencing
customer
satisfaction

r = 0.47
(p < 0.05)
p = 0.407

No

Customer
Satisfaction leads to
customer`s revisit
intention.

r = 0.237
(p < 0.05)
p = 0.009

Yes

Food Quality is a
factor influencing
customer
satisfaction
Service Quality is a
factor influencing
customer
satisfaction
Food Price is a factor
influencing customer
satisfaction

restaurant security is
a factor influencing
customer
satisfaction

Hypothesis 1:
Ho: Food quality does not influence customer satisfaction.
HA: Food quality is a factor influencing customer satisfaction.
The first hypothesis for the research was that food quality does effect customer
satisfaction in the restaurant. This hypothesis was accepted as the standard error
was 5% and at regression r=0.251 the probability p=0.025 which is less than
(p<0.05). Hence Ho is rejected.
Therefore, food quality is the factor that influences customer satisfaction.

Hypothesis 2:
Ho: Service quality does not affect customer satisfaction.
HA: Service quality is the factor influencing customer satisfaction.
The second hypothesis developed for the research was that service quality does
affect customer satisfaction. But the analysis of the data revealed that at
r=0.167 the p=0.952 is greater than the standard error of p=0.05. Hence H A is

24

rejected and it is proved that service quality has no significant affect on the
customer satisfaction.

Hypothesis 3:
Ho: Food price does not influence customer satisfaction
HA: Food price influences customer satisfaction.
The third hypothesis derived for this study was that food price affects customer
satisfaction but at r=0.582 the p=0.529 is greater than the standard error of
p=0.05 hence HA is rejected and Ho is accepted. So the results prove that food
price does not play any significant role to affect the customer satisfaction.

Hypothesis 4:
Ho: Restaurant security does not influence customer satisfaction.
HA: Restaurant security does influence customer satisfaction.
The hypothesis that restaurant security influences customer satisfaction was
rejected because at r=0.212 the p=0.808 was greater than the standard error
hence HA is rejected. This means that restaurant security does not affect the
customer satisfaction.

Hypothesis 5:
Ho: Restaurant environment does not affect customer satisfaction.
HA: Restaurant environment does influence the customer satisfaction.
According to the analysis of the data HO is accept as at r=0.47 the p=0.407 is
greater than the standard error hence H A is rejected. This means that restaurant
environment does not influence customer satisfaction in both positive and
negative ways.

Hypothesis 6:
Ho: Customer satisfaction does not lead to customer revisit intention.
HA: Customer satisfaction does lead to customer revisit intention.
The last variable to be considered in this research was that customer satisfaction
leads to customer revisit intention. By the statistical analysis it was found out
that Ho is rejected. At r=0.237 the p=0.009 is less than the standard error hence
HA is accepted. Therefore, customer satisfaction results in customer revisit
intention.

Conclusions:
After carefully analysing the results of the data it was concluded that food quality
is the major factor that leads to customer satisfaction of the customers visiting
25

BBQ Tonight and customer satisfaction than leads to increased customer revisit
intention to the restaurant. Whereas some of the variables such as service
quality, food price and restaurant security and environment that we thought will
affect the customer satisfaction it was found out that they had not have any
significant affect on the customer satisfaction of the people visiting BBQ Tonight.

Recommendation:
(iv)
Bar.B.Q. Tonight should open more branches. As they currently have
two branches both in the areas belonging in category A where as our
result shows that 55% of their customer belongs to area in category B
(v) They should extend their menu as this was the major complain that the
customer pointed at.
(vi)
Bar.B.Q tonight should start conducting events or come up with
attracting packages so people would visit the restaurant more than once
or twice in a month.

Limitation:
(i) Due to time shortage we were only able to do convenient sampling. Hence
no interviews or pilot study was conducted.
(ii) The management of Bar.B.Q tonight hardly contributed hence we were
only able to get 74 filled questionnaires.
(iii)As Bar.B.Q tonight only have two branches, both at very odd locations,
hence the access e restaurant was very hard.
(iv)
Limited timeframe was the biggest limitation. We had two month to
collect data, interpreted it and compile the whole report.

References:
https://statistics.laerd.com/spss-tutorials/pearsons-product-moment-correlationusing-spss-statistics.php
https://statistics.laerd.com/spss-tutorials/linear-regression-using-spssstatistics.php
https://statistics.laerd.com/spss-tutorials/one-way-anova-using-spssstatistics.php
https://statistics.laerd.com/spss-tutorials/multiple-regression-using-spssstatistics.php
https://www.researchgate.net/post/While_conducting_reliability_analysis_Cronbac
h_alpha_in_SPSS_is_it_necessary_to_delete_the_items_even_if_the_initial_value_o
f_alpha_is_above_702

26

Appendix:

FACTOR INFLUENCING CUSTOMER SATISFACTION

AND REVISIT INTENTION
Where do you live?
DHA
Clifton
Bahadurabad
P.E.C.H.S
F.B Area
Board Basin
Gulshan
Karsaz
Stadium
North Nazimabad
Other:

What Income category do you belong to?

<50,000
50,000-69,999
70,000-89,999

27

90,000-1, 00,000
1, 00,000>
At what time do you prefer to dine at Bar.B.Q tonight?
Lunch
Brunch
Dinner
With whom do you prefer to come to Bar.B.Q Tonight with?
Family
Friends
Co-Workers
Other:

How frequent do you visit fast food restaurant?

1-2 times per month
3-4 times per month
5-6 times per month
More than 7 times per month
What is your reason to dine in BAR.B.Q tonight?
Special occasion
Close to your campus
Entertainment
Time-saving
Based on the statement, please CIRCLE the most suitable answer to indicate the
importance rating of attribute with the statement.
Strongly
Agreed
Agreed
Neutral
Disagree
The smell of the food
that stimulates my
28

Strongly
Disagree

appetite
The foods is served in
a fresh manner
The
food
attractive

looks

BAR.B.Q
tonight
have a menu full of
Varieties
Food
price
is
reasonable for all
items in the menu
The restaurant
shows sincere
interest in
correcting
anything that is
wrong
The restaurant serves
me in the time
promised
The restaurant serves
food exactly as what I
ordered
The restaurant
provides me accurate
bill
The restaurant
provides quick service
Staff puts in extra
efforts to handle
customers special
request
Employees are
available upon request
Employees are willing
to help
The restaurant located
in a safe area
The restaurant have
proper security
The dining area is
29

thoroughly clean
If visible, the kitchen
looks clean
Restaurant have
comfortable
environment
I have intention to dine
in the restaurant again
I would recommend
the restaurant to others
I believe I made the
right choice by dining
at the restaurant
I am overall satisfied
with my dining
experience here
This restaurant set my
mood good in the end
I have enjoyed my
experience here

30