To Determine the Level of Customer Satisfaction in Daystar University Cafeteria

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TO DETERMINE THE LEVEL OF CUSTOMER SATISFACTION
IN DAYSTAR UNIVERSITY CAFETERIA

A project submitted to the School of Business and Economics
in partial fulfillment of the requirement for the course
Research Methodology
BUS 213X
Daystar University
Nairobi, Kenya

By
Mark Reuben Gathigi
08-1064

November 2012
DECLARATION
In presenting, this research in partial fulfillment of the requirements of the course code BUS 213X – Research Methodology from Daystar University, I declare that this is research is my original work and has not been submitted to any other college or university for academic credit.

ACKNOWLEDGEMENT

Researcher wish to express sincere, heartfelt appreciation to those involved in the completion of this research successfully. First and foremost, researcher would like to express special appreciation, deep gratitude and thanks to research lecturer/supervisor, Mrs. Joyce Ndegwa, who has always been there to provide continuous guidance, advice and generous amount of time in helping to complete this research. Her remarkable unique ways and professionalism of handling researcher’s weakness has turned the basic mind to see things in more rational view. It is really a great pleasure to learn from someone who is a professional like her. Great appreciation extended to my friends and family who have helped to inspire some of the ideas directly or indirectly, knowing or unknowingly, at different stages of researcher’s thought development process and throughout in the completion of this research. Without their endless sacrifices, constant love and steadfast support, researcher would never have reached this level. Finally, very special thanks are also extended to my respondents, those staff in Daystar University Cafeteria. Thank you very much. God bless!

ABSTRACT

The main purpose of this study was to determine the perception of customer satisfaction in Daystar University cafeterias among 40 respondents from the two cafeterias and across these factors: Quality of the food Cost/Value of the food, Cafeteria staff. In assessing customer satisfaction, a questionnaire developed by Mark Reuben Gathigi is used in the research. The overall customer satisfaction is “good”. They should continue to provide the better service and strive further to improve the quality of service, as service quality can be used as a strategy to gain competitive advantages.

TABLE OF CONTENT

DECLARATION1
ACKNOWLEDGEMENT2
ABSTRACT3
TABLE OF CONTENT4

CHAPTER ONE6
Background of the Study6
Introduction6
Problem Statement8
Research Objectives9
Research Questions10
Significance of the Study10

CHAPTER TWO11
Literature Review11
Introduction11
Customer Satisfaction12
Quality of Food14
Cost/Value of the Food15
Cafeteria Staff16

CHAPTER THREE17
Research Methodology17
Introduction17
Research Design17
Target Population17
Sample Design18
Data Collection Instruments19
Questionnaire19
Reliability of the Instruments19
Validity of the Instruments20
Data Collection Procedure20
Data Analysis Technique21
CONCLUSIONS22
RECOMMENDATIONS22
REFERENCES23
APPENDICES24
QUESTIONNAIRE24

CHAPTER ONE
Background of the Study
Introduction

Customer satisfaction has been a matter of concern and attention by any business field nowadays. The situation can be noticed by the increasing number of customer service center set up by various organizations to provide assistance to their customers. The organizations realize that customer is the essential elements to keep their business running as completion are getting more intense. Dissatisfied customer usually will spread their problem to their friends and words of mouth can do a lot of harm to an organization. The customer complaints can be a useful source of information for the organization to develop their business strategies and tactical decisions. Customer satisfaction is a customer’s sense of satisfaction. The...
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