An Empirical Study Of Customer Expectation And Perception In Restaurant Chains And Fast Food Outlets

Consumer behavior identification becomes very difficult when it comes to basic necessity like food. Although, many researches have been made in order to find out the major attributes of customer behavior in restaurant industry, but regional taste preference and cultural difference have big impact on the success chances of quick service restaurants (QSR's). In recent couple of years, in Udaipur we have observed many QSR outlets were opened, however they all didn't have the same level of success. Thankfully though, majority of outlets are still surviving but other's odds were not into their favor. This paper is intended to identify the customers' expectation and how QSR industry is responding to this in Udaipur. This study is based on survey of customers in major QSR chains. This study emphasizes the importance of minimizing the gap between service offering and the expectation of customers. In this study we will try to find the success factors with the help of service quality i.e. Parasuraman's et al (1988) SERQUAL model. The results of this study would help management identify the strengths and weaknesses of service quality and implement an effective strategy to meet the customers' expectations.

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Lovely Professional University, Punjab, Sprache: Deutsch, Abstract: Prior research has shown that customer satisfaction is the most important means for fast food restaurant. The main objectives of the study were to enhance the fast food service quality impact on overall customer satisfaction, to study purchaser behavior towards fast food places, to identify various key factors used by clients in the selection of fast food restaurants; and to analyze the particular differences/similarities in critical factors deemed by consumers for the selection of fast food restaurants. Our objective should be to look into the particular crucial elements that really help to determine the expectations which buyers have regarding the fast food market and his or her perceptions of good quality through experience. The organizations under study were Pizza Hut, Hardees, KFC, McDonald's and Subway located in Lahore, Pakistan. An extensive review of the literature was carried out by reviewing research studies, books, site pages and journals etc. On the basis of that literature review and its inferences, a questionnaire was developed which was needed for this quantitative type of research. The data was collected from the customer of these restaurants. A sample of 407 customers was selected randomly. Data was compiled and statistically analyzed using SPSS and Microsoft Excel. On the basis of their responses correlation test and analysis of variance (ANOVA) was applied through IBM SPSS. Results of each question were thoroughly analyzed and discussed by the researcher. Graphical representation of all the data has been shown. Conclusions of the study include the strengths of the organization as well as a few deficiencies in performance. Recommendations have been made for fast food restaurants to overcome those deficiencies for enhancing performance through statistical tec

Purpose: Over time, fast food restaurants have been growing rapidly, especially in urban neighbourhoods. Fast food outlets have become popular with consumers for several reasons. One is that through economies of scale in purchasing and producing food, these companies can deliver food to consumers at a very low cost. In addition, although some people dislike fast food for its predictability, it can be reassuring to a hungry person in a hurry or far from home. The fast food industry in India has evolved with the changing lifestyles of the young Indian population. Over a period of time, a number of national and international chains have evolved in India. Service quality, in fact, is assessment of how delivered service conforms to client expectations. The customers perspective on various dimensions of service quality factors like service ambience, service competencies, service reliability, service promptness etc are ascertained and analyzed in this paper. The study assumes a greater importance as the players chosen for the study represent highly esteemed national and international fast food chains.Objectives: The present study makes an attempt to analyze and compare the service quality of selected Indian and International fast food chains by garnering the views of the customers pertaining to their perception about the services being rendered to them.Research type: Empirical.Research methodology: The present study is an empirical study based on primary data. The primary data has been collected with the help of a structured questionnaire addressed to a random sample of 200 respondents in Karnal city. Findings: There exists a significant difference in the perceptions of customers regarding the service quality of national and international fast food chains in India.Practical Implications: The administrative wing of the fast food chains should start viewing service quality from the customers' perspective and make necessary changes in their service quality endeavors.

This study examines American Customer Satisfaction Index (ACSI) data together with operating metrics for 41 U.S. restaurant chains in relation to their risk-adjusted stock-market performance. We find that ACSI plays an important role for consumer price perception, and even changes the price-traffic relationships. Study Purpose and ContributionChipotle Mexican Grill Corporation (CMG) managed to grow share price from 42$ to over 1.800$, despite meal prices being above-average (13$ as of 2019) in an industry where low meal prices are believed to drive traffic (Bass, Haruvy, & Prasad, 2006; Brown, 1990; Demydyuk, Shawky, Van Der Rest, & Adriaanse, 2015; McCall & Bruneau, 2010). CMG has notably loyal customers. With that in mind, we examine customer satisfaction at restaurants and analyze how it directly or inderectily influences financial performance of U.S. restaurant chains at all levels. There is ample research on the relationship between ACSI (American Customer Satisfaction Index) and stock market performance (Aksoy, Cooil, Groening, Keiningham, & Yalçin, 2008; Fornell, Mithas, Morgeson, & Krishnan, 2006), also for hospitality (Sun & Kim, 2013). While results highlight the importance of customer satisfaction, they cannot all confirm a positive impact of ACSI on performance (Anderson, Fornell, & Rust, 1997; Gursoy & Swanger, 2007). The literature lacks an empirical research solely in the restaurant industry that links ACSI to financial and stock performance. Distinct from previous research, and contributing to existing work in the area of non-financial performance drivers, this study uses ACSI, System Average Check (SAV), Customer Traffic (TRF) and Operating Profit per Guest (OOPG) as predictors of risk-adjusted market performance of a firm. Data, Analysis and FindingsThe data consists of a panel dataset of 41 publicly traded restaurant firms across five years (2007-2013). All the data was collected manually. Accounting and revenue information obtained from 10-K reports published by SEC. Customer satisfaction data comes from the American Customer Satisfaction Index (ACSI). Relative stock performance in a given month is the price change, plus dividends, divided by prior price. Risk-adjusted returns divide relative performance by a beta estimated using the S&P 500. Financial performance was measured by NPM, ROA, and ROE. After removing some predictors for multicollinearity, remaining variables are used to predict financial ratios and stock market performance, both in full-sample models and separating by full- vs. limited-service restaurants. Customer traffic TRF appears as key performance driver, negatively impacted by system average check SAV at all levels of performance and including times of economic downturn, although the relationship was weaker for full-service restaurants. To examine the relationship further, we included ACSI as a moderator variable for SAV. For full-service restaurants the negative effect of SAV on TRF and NPM lost its statistical significance completely. In limited-service restaurants, this effect became even stronger. However, the interval variable SAV*ACSI appeared as a positive predictor of TRF that in turn remained the main performance driver. The effect of customer satisfaction on customer willingness to pay is far more pronounced in full-service than in limited-service restaurants. In full-service restaurants, customer satisfaction represents an important positive performance driver that offsets customer price sensitivity and neutralizes the negative price-traffic relationship. This is important because full-service restaurants have limited seating capacity and thus must maximize payment per customer. While limited-service restaurants have lower prices and higher traffic as primary drivers of performance, customer satisfaction can transform a marginal price premium into increased traffic. Further workFurther analysis of customer satisfaction and price-traffic relationship in the crisis years will follow to expand this project. The findings of this part shall pinpoint what helped certain U.S. restaurant chains achieve a quick recovery after economic crises, or resilience to crisis. Additional analysis shall also include PE and PB ratios as dependent variables. As customer satisfaction appears to be an important variable in the restaurant business, there is value in further understanding its drivers for different service models. Future research should look onto consumer sentiment, e.g. food, ambiance, service, and the like to improve our understanding of satisfaction components and their influence on financial performance (Andersson & Carlbäck, 2009; Carlbäck, 2008; Nemeschansky, 2020). Empirical research in this area is needed, especially for optimal resource allocation in the restaurant business (Ittner, 2008; Nemeschansky, 2020; Wouters, 2009).

Hospitality and Tourism - Synergizing creativity and innovation in research contains 116 accepted papers from the International Hospitality and Tourism Postgraduate Conference 2013 (Shah Alam, Malaysia, 2 3 September 2013). The book presents trends and practical ideas in the area of hospitality and tourism, and is divided into the sections below:-

Contemporary marketing always suggest a marketer to measure customer satisfaction, which helps to enhance the market share. In goods industry various parameters are available to judge the satisfaction of customer towards the product, but in the case of service industry only quality of service derives the level of satisfaction. This paper is an attempt to identify the difference between expectation & perception of organized retail sector customers with the help of renowned model of service quality i.e. Parasuraman's et al (1988) SERVQUAL model.

This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities. This 3rd Edition has been updated to include: Coverage of hot topics such as use of technology and social media, power of the consumer and effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing Updated online resources including: power point slides, test bank of questions, web links and additional case studies New and updated international case studies looking at a broad range of hospitality settings such as restaurants, cafes and hotels New discussion questions to consolidate student learning at the end of each chapter.