Proposal: Fast Food and Customer Satisfaction

Topics: Fast food, Qualitative research, Scientific method, Data analysis / Pages: 11 (2701 words) / Published: Nov 2nd, 2012
Proposal on Customer Satisfaction Strategies of Subway

Submitted By: ID-

Table of Contents 1 Topic 3 2 Introduction 3 2.1 Research background 3 2.2 Aim and Objectives of the Study 4 2.3 Research Questions 4 3 Literature Review 5 3.1 Service Quality and Customer Satisfaction 5 3.2 Areas of Setting Strategies 5 3.3 Relationship and Loyalty 6 4 Research Methodology 7 4.1 Research Method: Qualitative and Quantitative 7 4.2 Data Collection 7 4.3 Sample 8 4.4 Research Instruments 8 4.5 Data Analysis 8 5 Time Structure of the Study 9 6 Ethical Considerations 10 7 Conclusion 10 8 References 11

Topic
Customer Satisfaction Strategies of Subway
Introduction
Research background
Customers are heart of an organization. They are considered good for any sort of organization. Business success mostly depends on the satisfaction of the customers. Customer satisfaction depends on the perceived value from the provided services or products. In fast food and hospitality organizations customer satisfaction is most important (Voon et al. 2009). Ismail et al. (2009) stated that, higher customer satisfaction is considered as the key to competitive advantage. Satisfied customers of an organization can be considered as the asset of the organization. Thus customer satisfaction has great influence on the profitability of the organization. For this reason organizations set up various strategies to satisfy their customers and gain competitive advantage (Voon et al. 2009).
In many countries of the world fast food industry is very booming and it is very extensive in UK. This is due to convenience of purchasing and consuming, cheaper price and lack of time of people for proper dining. In UK fast food culture is well embraced by the population. According to Brown (2005), UK fast food industry has annual turnover of £7.2 billion which is earned by serving 1.5 billion meals a year in 20000 outlets. Fast food industry of UK



References: * Brown, S, 2005, “Strategic Operations Management”, Butterworth-Heinemann * Crossan, F., 2003 * Holloway, I. and Todres, L., 2003. The status of method: flexibility, consistency and coherence. Qualitative Research, Vol. 3, pp. 345-57. * Ismail, A., Abdullah, M * Kim, W.G. and Moon, Y.J. 2009. Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28, 144-156 * O 'Neill, M * Qin, H. and Prybutok, V.R. 2008. Determinants of customer-perceived service quality in fast-food restaurants and their relationship to customer satisfaction and behavioral intentions. The Quality Management Journal, 152, 35-50 * Saunders, M * Tam, J.L. 2004. Customer satisfaction, service quality and perceived value: An integrative model. Journal of Marketing Management, 20, 897-917 * Trochim, William, M., 2006 * Voon, B.H., Chitra, K. and Kueh, K. 2009. Factors influencing customer satisfaction and loyalty in the restaurant industry: Findings from Malaysia and India. Proceedings of Asia Pacific Marketing Conference, Kuching, Malaysia. * Wall, E. and Berry, L. 2007. The combined effects of the physical environment and employee behaviour on customer perception of restaurant service quality. Cornell Hotel and Restaurant Administration Quarterly, 481, 59-69

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