Customer Satisfaction Towards Service Quality Of Staffs At Fast Food Restaurant In Melaka

Noor Baizura , Muhammad (2013) Customer Satisfaction Towards Service Quality Of Staffs At Fast Food Restaurant In Melaka. Project Report. UTeM, Melaka. (Submitted)

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Abstract

An organization must look into the needs and wants of their customers to be successful. Customer satisfaction is a term generally used to measure a customer’s perception of a company’s products and services. That is the reason why many researchers and academicians have continuously emphasized on the importance of customer satisfaction. Customer satisfaction is important because many researchers have shown that customer satisfaction has a positive effect on an organization’s profitability. Service quality is the fundamental factor to measure customer satisfaction at the fast food restaurant. This paper presents “Customer Satisfaction towards the Service Quality of Staffs at Fast Food Restaurant”. The objectives of this study are to assess customer expectation and perception level towards service quality of the staff in five dimensions and to analyze the discrepancy gap between customer’s expectation and perception towards service quality of the staff. The questionnaire utilized was based on the SERVQUAL instrument that identifies five quality dimensions in service environments. The results revealed that core service quality (the promise) and perceived value were the most important drivers of customer satisfaction with relational service quality (the delivery) a significant but less important driver. A direct link between customer satisfaction and future intentions was established. A major conclusion was that both perceived value and service quality dimensions should be incorporated into customer satisfaction models to provide a more complete picture of the drivers of satisfaction.

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