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研究生:阮青玄
研究生(外文):Nguyen Thanh Huyen
論文名稱:Factor Influencing Customer Satisfaction: A Case Study of Sumo BBQ Restaruant in Hanoi
論文名稱(外文):Factor Influencing Customer Satisfaction: A Case Study of Sumo BBQ Restaruant in Hanoi
指導教授:李賢達李賢達引用關係
指導教授(外文):Lee, Hsien-Da
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:80
中文關鍵詞:Customer SatisfactionService QualityFood Quality
外文關鍵詞:Customer SatisfactionService QualityFood Quality
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Customer satisfaction is the key success to decide whether they will come back or not. It is a necessary condition in a business strategy. Established since 2005, Golden Gate Restaurant Group (GGG) is the market leader in implying the restaurant chain model in Vietnam. This firm now has more 20 brands, more than 300 multi-style restaurants nationwide and is continuing to expand. Sumo BBQ is the company's strategic grilled & hotpot restaurant chain, which has established in 2011. Howerver, from the end of 2017 Sumo BBQ has experienced lower growth than expected, though the increasing in the number of restaurants.
This study aims to understand the current level of customer satisfaction and desire towards this brand, from which suggestions to explain what had problems to fix and make brand grow again.
By statistical data through SPSS and quatitative methods, we build up a model with some factors like promotion, price, decoration, service quality. Based on the demographic characteristics of age, gender, salaries and tastes, etc. the study found out key information about target customers. In order to figure out which factors have strong impacts on the level of customer satisfaction. Furthermore, food quality, service quality, price, decoration and information reference effect on brand success factors positively. This is valuable information for GGG to understand the need of old customers and to promote products to new customers.
Customer satisfaction is the key success to decide whether they will come back or not. It is a necessary condition in a business strategy. Established since 2005, Golden Gate Restaurant Group (GGG) is the market leader in implying the restaurant chain model in Vietnam. This firm now has more 20 brands, more than 300 multi-style restaurants nationwide and is continuing to expand. Sumo BBQ is the company's strategic grilled & hotpot restaurant chain, which has established in 2011. Howerver, from the end of 2017 Sumo BBQ has experienced lower growth than expected, though the increasing in the number of restaurants.
This study aims to understand the current level of customer satisfaction and desire towards this brand, from which suggestions to explain what had problems to fix and make brand grow again.
By statistical data through SPSS and quatitative methods, we build up a model with some factors like promotion, price, decoration, service quality. Based on the demographic characteristics of age, gender, salaries and tastes, etc. the study found out key information about target customers. In order to figure out which factors have strong impacts on the level of customer satisfaction. Furthermore, food quality, service quality, price, decoration and information reference effect on brand success factors positively. This is valuable information for GGG to understand the need of old customers and to promote products to new customers.
ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VI
Chapter1 Introduction 1
1.1 Background infomation 1
1.2 Research Motivation 5
1.3 Research questions 6
1.4 Research Scope and Place 6
1.5 Research Structure 6
Chapter 2 Literature Review 8
2.1 Concept of Food & Beverage Industry 8
2.1.1 Definition of Food & Beverage Industry 8
2.1.2 Industry Composition 9
2.1.3 Some common form of F&B services 9
2.2 Customer Satisfaction 10
2.3 Factors influencing customer satisfaction at restaurants 12
2.3.1 Food quality 12
2.3.2 Service quality 14
2.3.3 Price 16
2.3.4 Decoration and design 18
2.3.5 Information Reference 19
2.4 Theoretical Model 19
Chapter 3 Methodology 21
3.1 Chapter Introduction 21
3.2 Research Design 21
3.2.1 Research Philosophy 21
IV
3.2.2 Research Approach 23
3.2.3 Research Strategy 23
3.2.4 Research Method 24
3.2.5 Data Collection Methods 25
3.3 Population and Sample Selection 26
3.4 Research Instruments 27
3.5 Data Collection Procedure 28
3.6 Questionaire 28
3.6.1 Food quality 28
3.6.2 Service quality 28
3.6.3 Decoration and design 29
3.6.4 Price 29
3.6.5 Information Reference 29
3.6.6 Customer Satisfaction 30
3.7 Chapter summary 30
Chapter 4 Research Results 31
4.1 Demographic Information 31
4.2 Reliability Analysis 32
4.2.1 Reliability of Food Quality Factor 32
4.2.2 Reliability of Service Quality Factor 33
4.2.3 Reliability of Price factor 33
4.2.4 Reliability of Decoration and Design factor 34
4.2.5 Reliability of Information Reference factor 34
4.2.6 Reliability of Customer Satisfaction factor 35
4.3 Factor Analysis (EFA) 36
4.3.1 EFA for independent variables 36
4.3.2 EFA for dependent variables 38
4.4 Adjust the research model 40
4.4.1 Linear regression 40
4.4.2 Correlation coefficient test. 41
4.4.3 Regression analysis 42
4.4.4 Detect violations of assumptions needed in linear regression 45
4.5 Comments on statistical hypothesis testing results 47
Chapter 5 Conclusions and Recommendations 48
V
5.1 Conclusions 48
5.2 Recommendations 49
5.2.1 Food Quality 49
5.2.2 Service Quality 49
5.2.3 Price 50
5.2.4 Decoration and Design 50
5.2.5 Information Reference 51
5.3 Limitation of This Study 51
5.4 Suggestion for Further Study 51
References 53
APPENDIX 1: QUESTIONNAIRES 58
APPENDIX 2: DESCRIPTIVE STATISTICS 60
APPENDIX 3: RELIABILITY ANALYSIS 62
APPENDIX 4: FACTOR ANALYSIS 64
APPENDIX 5: REGRESSION ANALYSIS 67
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