Individual Assignment Of BRSM

Contents
Chapter 1: introduction 3
Introduction 3
Background of the study 3
Problem statement 4
Objectives of the study 5
Research question 5
Significant of the study 6
Scope of study 6
Limitation 6
Feasibility 6
Chapter 2: literature reviews 7
Introduction 7
Service quality effect 7
Price fairness 8
Environment effect 9
Conclusion 9
Chapter 3: Research methodology 10
Introduction 10
Theoretical framework 10
Research design 11
Sampling methodology 11
Instrument used 12
Data collection 12
Conclusion 12
References 13
Website 13
Books and articles 13

INDIVIDUAL ASSIGNMENT

Course name: Business Research Methodology

STUDENT NAME: Mamadou Ly

STUDENT ID: TP035307

Topic: Factors affecting customer’s satisfaction in Malaysian local restaurants

LECTURER NAME: DR BEHROOZ GHARLEGHI

INTAKE NUMBER: UC2F1310IBM

SUBMISSION DATE: 18/07/2014

WORDS COUNT: 2,830
Chapter 1: introduction

Introduction
In this chapter of the research we will be talking about the background of the study, identify the problem statement, enumerate the research objectives, he research questions, the significant of study and finally the scope of study.
Background of the study
The increase of market service among the restaurants industry is getting more challenging and competitive nowadays. The reasons why is the increase of good quality demand from customers, and industries to overcome that have to be competitive in others to increase profitability, by ensuring customers satisfaction. The business dictionary defines customer satisfaction as the level of satisfaction that a company provides in goods or services which are measured by how many time the customer comeback. (BusinessDictionary.com, 2014).
Satisfaction from a customer comes from a past experience, it is the judgment that the customers see from what is provided and what is the pleasure after consumption. Many research has found that the verification or non-validation of consumer before consumption,

References: Website Lexicon.ft.com, (2014) NBRI, (2014). Satisfy Customers | Whitepaper on Customer Satisfaction Surveys | NBRI. [Online] Available at: http://www.nbrii.com/customer-survey-white-papers/10-factors-that-affect-customer-satisfaction/ [Accessed 14 Jul. 2014]. BusinessDictionary.com, (2014). What is customer satisfaction? Definition and meaning. [Online] Available at: http://www.businessdictionary.com/definition/customer-satisfaction.html [Accessed 14 Jul. 2014]. Books and articles Ali & Abdullah, N., 2012 Bitner, M. J., Booms, B. H., and Mohr, L. A. (1994). Critical Service Encounters: The Employee Viewpoint Brown, T.J., Churchill, G.A. and Peter, J.P. (1993) research note: Improving the measurement of service quality, Journal of retailing, 69(1) 126-139. Berry, L. L., & Wall, E. A. (2007). The combined effects of the physical environment andemployee behavior on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 59-69. Cronin, J. J., and Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension.Journal of Marketing, 56(3), 55–68. Fu, Y. Y., Parks, S. C. (2001). The relationship between restaurant service quality and consumer loyalty among the elderly. Journal of Hospitality & Tourism Research, 25(3), 320-326. Luo, X., Homburg, C. (2007). Neglected Outcomes of Customer Satisfaction. Journal of Marketing, 71(2), 133-149. Liu, Y. & Jang, S. (2009). The Effects of Dinning Atmospherics; An extended Mehrabian-Russell model. International Journal of Hospitality Management, 28, 494-503. Morgan, Robert M. and Shelby D. Hunt (1994), “The Commitment–Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20–38. Monroe, Kent B. (2003), Pricing: Making Profitable Decisions, 3d ed. Burr Ridge, IL: McGraw-Hill/Irwin. M.K Brady and C.J Robertson (2011), searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study, journal of business research, vol. 51(1) pp.53-60. Martin-Consuegra, D., Molina, A. and Esteban, A., (2007), “An Integrated Model of Price, Satisfaction and Loyalty: an Empirical Analysis in the Service Sector”, Journal of Product & Brand Management, Volume. 16, Issue.7, pages. 459–468. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64 (1), p.12-40. Ryu, K., & Jang, S Srikanjanarak, S., Omar, A., &Ramayah, T. “The conceptualization and operational measurement of price fairness perception in mass service context, “Asian academy of management journal, 14, 79-93(2009). Wheldall, K. (1975). Social Behavior: Key problems and social relevance. London: Methuen Xia, L., Monroe, K., & Cox, J.. Zeithaml V. A., Bitner M. J., Gremler D. D. (2006) Services marketing, 4th edition, McGraw-Hill. p. 106-107