Chapter old, and the rest were above ages (41)

Chapter
4: DATA PRESENTATION AND DATA ANALYSIS

Shan Shan Restaurant is a small
restaurant which is located in Taungoo, Myanmar. The business has started
running in 2006. It is a Chinese restaurant and offers (50) dishes.

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The survey using questionnaires was
taken in November 2007 in Shan Shan restaurant. There were (21) questions in
the questionnaire and the numbers of respondents are (50) customers and the
researcher used simple random sampling method. In this survey, among (50)
customers (40) customers were assigned to fill up the questionnaires form and
(10) customers were did face-to-face by asking the same questions in the
questionnaire interviewed. 

Table 1:
Social and Cultural Background

No

Category

Frequency (n=50)

Percentage (%)

1

Age
·        
18-25
·        
26-30
·        
31-40
·        
Above
41

 
15
10
9
16

 
30%
20%
18%
32%

2

Gender
·        
Female
·        
Male

 
23
27

 
46%
54%

3

Occupation
·        
Student
·        
Business
person
·        
Staff
·        
Others
(Doctors, teachers, famers, housewives,
etc.)

 
10
12
15
13

 
20%
24%
30%
26%

4

Education
Background
·        
Graduated
·        
Under-graduated
·        
Others
(Diploma, MBA, Ph. D)

 
30
10
10

 
60%
20%
20%

5

Religious
Background
·        
Buddhist
·        
Christian
·        
Others
(Hinduism, nonreligious)

 
37
10
3

 
74%
20%
10%

As shown in Table 1, in regard the
age of the respondents, there were (15) respondents (30%) who were between (18)
to (25) years old, (10) respondents (20%) who were between (26) to (30) years
old, (9) respondents (18%) were between (31) to (40) years old, and the rest
were above ages (41) that has (16) of (50) respondents, in percentage it was
calculated in (32%).
Therefore, it can be said that the people in various ages come and joined to
“Shan Shan” Restaurant.

This table also shows the real figure of male and
female who were participating in the survey. It can be seen clearly that the
number of males is higher than the number of females. (54%) of respondents were
male, and (46%) of respondents were female.

It was found that the respondents’ occupations in this
survey are student, staff or others. As the result of the survey, there are
(10) respondents, in percentage (20%) who are students. Similarly, (12)
respondents, in percentage (24%), are business person. There are (15) customers
(30%) who are staff and (13) customers (26%) who have various occupations such
as doctors, teachers, housewives, etc. It can know that all various standards of
people can come to eat in this “Shan Shan” restaurant.

In this survey, the researcher wanted to find out the
customers’ education background as for more information. In regard with the
respondents’ education level, most respondents are graduated persons and
undergraduates and others have an equal number of respondents and there
were three times as many respondents as undergraduate respondents. As the
result of survey, (30) customers (60%) are graduated people and undergraduate
respondents are (10) customers (20%), also the rest (10) customers (20%) have
other different educated like diploma, MBA or Ph. D.

According to Table 1, (37)
customers (74%) are Buddhist, (10) customers (20%) are Christian and the rest
(10%) are other religions. Even though this result range is overwhelmingly
different, this research does not base on religious and the research survey
place happens to be coincidentally Buddhist background.

   

 

4.1  Relationship between
customer satisfaction and service quality in the “Shan Shan” Restaurant

There are five questions in the questionnaire to analyze the
relationship between customer satisfaction and service quality in the Shan Shan
Restaurant.

 

Figure 1: Frequency of Dinning at Shan Shan
Restaurant

Figure 1 is the same frequency with which the customer visits the Shan Shan
restaurant. Show that (5) the respondents (10%) come to the restaurant every
day. In other words, these (5) regular customers who are interviewed are
regular. It can see that (24%) of the
respondents eat once a week (20%) of the respondents who arrive at the
restaurant once a month and the rest of the respondents have different schedules
(46%). By
knowing this information, Shan Shan restaurant has loyal and regular customers.

Figure 2: Spending for Lunch/Dinner

The Figure 2 is about customers spending their budget for
lunch/dinner. As seen in this figure, not every customer is the same type on
spending budget for a meal. Some customers want to spend more or spend a night,
others want less. Usually, the customers spend between MMK (5000-10000),
(10000-15000) MMK, (15000-20000) MMK, (20000-25000) MMK and more than (25,000)
MMK.

The above figure mentioned that most of the customers (60%)
used MMK (5000-10000), (24%) used MMK (10000-15000), 10 % used MMK
(15000-20000) and (6%) used MMK (20000-25000) for lunch/dinner at Shan Shan
Restaurant. This meaning is that the largest percentage of respondents, (30)
customers are willing to spend (5000-10000) MMK for lunch/dinner, (12)
customers spend (10000-15000) MMK and (5) customers spend (15000-20000) MMK,
(3) customers spend (20000-25000) MMK for lunch/dinner. There is no respondent
who would like to spend the budget above (25000) MMK for a lunch/dinner.  According to this result, it can be assumed
that most people spend normally between (5000 to 10000) kyats in Myanmar and,
the restaurant manager can set up the food price suitably by seeing normal
spend amount range.

Figure 3: Menu Variety Items

The researcher would like to find out customer satisfaction
on Shan Shan Restaurant’s menu items. Figure 3 illustrated that there were no
respondents who rated strongly disagree. Here is the greatest number of
respondents who rated agree are 38 (76%) and the strongly agree respondents are
11 (22%). And for rating somewhat disagree is (2%), that is only one respondent.
From this Figure, it is clear that customers noticed that a good variety of
items in Restaurant.

Figure 4: Tips for the waiter/waitress

Figure 4 is for the restaurant waiter / waitress. It shows that (18) customers
(36%) tip the waiter / waitress and (32) customers (64%) do not tip them. In
the interview section, one of the interviewees stated that he had not paid the
tipping price because of the impact on the waitress / waitress’s immoral
support.

Figure 5: Waiting Time

There is required to know how long
it takes to receive the customer orders at Shan Shan Restaurant. As seen in Figure 5, 38% say that customers are
waiting for orders over the expected time, which means they are satisfied with
waiting times and that more than half of the respondents (62%) choose the
waiting time little longer.
But there is no respondent who is expected to stay longer in the end result.
That is why it can be said that there are common waiting times for all
restaurants and if the kitchen gets a lot of orders, customers stay longer than
expected.

4.2 The
contributory factors to the level of customer satisfaction at “Shan Shan”
Restaurant

The researcher would like to identify the contributory
factors to the level of customer satisfaction at “Shan Shan” Restaurant.

Figure 6: Hot and Fresh Food

As above Figure 6, it can be said that is one of the
rating questions and asking about Shan Shan Restaurant’s food are hot and fresh
or not. Here are different options like: Strongly Disagree, Disagree, Agree and
Strongly Agree. There are no any respondents rating for strongly disagree and
disagree. This can be assumed that the restaurant always serves its dishes by
using fresh foodstuff. The greatest number of respondents for rating agree are
(29) customers (58%) and strongly agree are (21) customers (42%). This result
can assume that the customers who were visiting the “Shan Shan” Restaurant like
its food dishes very much.

Figure 7: Food Quality

It is required to know how customers think the restaurant’s
food quality. Figure 7 shows the survey result of this question. There is no
one who rate poor to the quality of food. It can be known that (4) customers
(8%) give the food quality is excellent. The highest amount of respondents is
(26) customers rating fair enough of the food quality and (20) customers rated
good for the Shan Shan restaurant’s food, in percentage 53% and 40 %
respectively. The lowest number of respondents between these three fair, good
and excellent rated excellent lower than others. Therefore, the food in Shan
Shan Restaurant would not be excellent like luxury restaurant but their foods
can be tasty and flavorful.

Figure 8: Employees Speak Clearly

This part is the most important part of the questionnaires, which consists
of asking employees performance. Figure 8 shows that there were no respondents strongly disagree and
disagree with the employees who spoke clearly. The highest percentage of
respondents is (74%), who (37) customers strongly agree. The lowest percentage
is (26%) that (13) customers agree. This concludes that the employees of the
Shan Shan restaurant speak clearly as the wishes of the customers.

 

 

                                        

Figure 9: Service Quality

The Figure 9 shows how the customers rated the services
provided by the restaurant. There are four different opinions that respondents
can choose and rate the quality of the restaurant service based on their
satisfaction. According to the figure, there is no customer
responds to a poor quality service. The largest number of respondents (30) of
(50) customers (60%) is considered “fair” and (17) of (50) are
“good” (34%) for service quality. the rest customers (6%) responds an
“excellent” quality of service. In this survey, it found that the
quality of the restaurant’s restaurant is not as good as that of the customer
expectation, even if the result does not abominable.

4.3 Customer
expectation and perception level towards service quality at “Shan Shan” Restaurant

One of the objectives in the study is to assess the level of
customer expectation and perception towards service quality at “Shan Shan”
Restaurant and the researcher can discover it by seeing the following
data. 

Figure 10: Reasonable Price

The provided food should meet price
value in every restaurant. This is one of the majority questionnaires in the survey.
According to Figure 10, there is no respondent who rated strongly disagree and
also disagree for Shan Shan Restaurant’s pricing. The highest percentage of
respondents is (82%) that (41) customers rated “agree” and the rest (9)
customers (18 %) rated in “strongly agree” for the pricing. It shows obviously
that the customers satisfy the bill that they paid and the Shan Shan Restaurant
does well arrange the food value with reasonable price. It is worth every penny
to have a lunch or dinner in the restaurant.

Figure 11: Availability of sauces,
utensils, tissues etc.

Nowadays, consumers and customers are worried about the availability of
sauces, utensils, handkerchiefs, etc. In a restaurant, there is then necessary
to ask about it Shan Shan Restaurant afterwards. Figure 11 shows that there are
no customers with very different assessments. There are (5) customers (10%) who
disagree, (37) customers (74%) agree and (8) customers fully agree. It is clear
that the highest percentages of respondents (74%) and the lowest percentages
(10%) are. This means that there is a big difference between the weakest and
the highest respondents. In fact, there is no impact on the guests and the
restaurant.

Figure 12: Restaurant’s Decoration

One of the majority factors that every restaurant
should consider is its decoration/design and it is also part of important in
the questionnaires. As shown in figure 12, only (3) customers give “excellent”
point for Shan Shan Restaurant’s decoration, in percentage 6 % and that is the
lowest percentages of respondents. Then, (8) out of (50) customers rated “good”
for the restaurant decoration, (24) customers rated “fair” enough and other
(15) customers rated “poor”. The percentage of respondents for rating good, fair
and poor is 16%, 48% and 30% respectively. There have large different
percentages range between the lowest and highest respondents: 6 % for
“excellent” and 30% for “poor”. Consequently, it can be concluded that
customers are not satisfied enough about the decoration of Shan Shan
Restaurant. 

 

4.4 The
impact of service quality dimensions on overall customer satisfaction at the
restaurant

 

Figure 13: Customer First Impression

The researcher already found out
what the first impression on the restaurant was in the survey by asking
customers. Here, there are (9) customers who have strongly impressed on Shan
Shan Restaurant, (21) customers have very impressed, (16) customers did not
impress and the rest (4) customers did not have any idea on the restaurant. The
highest amount of respondent percentage is (42 %) very impression on the
restaurant and the lowest percentage of respondents is (8%).

Figure 14: Reason of choosing this restaurant

Different people have a difference when they want to enter a restaurant among
various restaurants. The researcher tried to discover why customers chose Shan
Shan Restaurant. The questionnaire provided to easily answer by giving four
answers: food, price, service and location. The results came out that customers
(10) select food, customers (22) for price, (5) customers like service
customers and (13) customers choose location as reasons that came to the Shan
Shan restaurant. The highest percentage of respondents (44%) refers to prices.
Most customers come to the restaurant because of the prices, and customers can
have lunch / dinner with the normal amount of prices in this restaurant.

Figure 15: Promote the restaurant

Figure 15 shows respondents would recommend Shan Shan
Restaurant to other friends, relatives or not. As seen in the Figure, the
number of (46) customers (92%) would like to recommend, however the rest number
of (4) customers (8 %) would not do recommendation. One of the customers said
he would recommend this restaurant because of its pricing and menu items. On
the other hand, one respondent said she would not recommend because she did not
satisfy the provided service and facilities.

In the questionnaire, it had asked any suggestions to
improve the quality of service. All customers gave what they want and how the
restaurant should provide as their suggestions for Shan Shan Restaurant. Among
them, one customer stated that the restaurant has lacked in providing
facilities and one student customer said that it would be better if the
restaurant provides deliver service or Wi-Fi. Also another person gave advice
to do more advertising. 

 

Chapter 5: SUMMARY,
CONCLUSION and RECCOMENDATION

 

This chapter shows the summary of the respondents,
answers conclusions of the survey and suggestions for improving services and
facilities in Shan Shan Restaurant.

5.1  Summary

The aim of the research was to show how much the
customer satisfaction to Shan Shan Restaurant service quality. The results show
that restaurant owners should focus more on these four factors of service
quality, physical design, product quality and price if they think customer
satisfaction as part of their marketing strategy yet among all these four
variables they should take service quality as the most important tool of
customer satisfaction. All of the major elements of service quality in RATER (responsiveness,
assurance, tangibles, empathy and reliability) framework are being used under
heading of responsiveness to check the service quality that is contributing
maximum towards customer satisfaction in full service restaurant industry. 

The research was carried on as a questionnaire survey
enhanced by a structured interview and also, observation performed by the
researcher. The data collection methods and the implementation plan remained
the same from the very beginning to the end of the process.

For the benefit of knowing the restaurant’s owner in
personally, the researcher did not face any problem during the survey and data
collection was also fluent and fairly easy to finish.

The l questionnaire consists of total (21) questions
and these were used to set the results of service quality and customer
satisfaction in the restaurant by categorized into five parts: social cultural
background information of the respondents, relationship between customer
satisfaction and service quality, contributory factors to the level of customer
satisfaction, customer exception and perception toward service quality and the
impact of service quality dimensions on customer satisfaction at Shan Shan
restaurant.

The majority of the respondents in the customer
satisfaction questionnaire were male. The structured interview was taken with (5)
customers in the restaurant. Most customers who are above 41 years old were
more than others. People who have different occupation came to visit too but
especially staff from the company or government did. It can be considered this
restaurant is mostly suitable for middle class person and students.

In social and cultural background information of the
respondents, 5 surveys were conducted like age distribution of the respondents,
gender, occupation, education level and religious background. Here in age
distribution, the maximum number of customers visiting the restaurant was (32%)
above 41 age’s customers. The highest number of respondents is male by (54%).
Similarly, the majority number of respondents are staff (30%), graduated person
(60%) and Buddhist (74%).

The customers usually pay prices between (5000 to
10000) MMK for lunch/dinner in a restaurant and the respondents were (66%). Figure
6 shows that the foods of Shan Shan Restaurant are fresh and hot in which (58%)
of respondents agree on it. As seen in figure 8, (74%) of respondents are
strongly agreed on speaking clearly of employees. Figure 12 describes the grade
for decoration of the Shan Shan restaurant. For these only (6%) of respondents
gave excellent but (30%) thought the restaurant’s decoration is poor. Figure 14
shows what is the reason why customers visiting the Shan Shan restaurant. As
the result, most customers come to the restaurant because of reasonable price
by (44%) of respondents gave the same answer. And also, (92%) of respondents
would like to recommend the Shan Shan restaurant to other friends or relatives.

5.2  Conclusion

Shan
Shan Restaurant itself is a small restaurant, family types of business at
Taungoo city, in Myanmar. And started opening in 2006. The restaurant offers (50)
dishes and the prices are affordable for the customers.  

The
main objective of the survey is to study about the
customer satisfaction towards Shan Shan restaurant service quality. To carry
out this objective, the researcher did the survey using questionnaire at the
Shan Shan restaurant. In the questionnaire, there are (21) questions which were
asked to the respondents who are customers of the Shan Shan restaurant. The results of the
questionnaires determined that the customer satisfaction and service quality in
Shan Shan restaurant is fairly good enough.

As this survey result, the restaurant has provided
tasty and fresh dishes and the customers could choice various menu items with
reasonable price. On the other hand, the researcher found out the restaurant
needs to provide in some factors. Actually
talking about the services, the customers comment that the service provided by
the restaurant was slightly slow. And the decoration of the restaurant is one
of the worst customer un-satisfactions, also lack of providing physical
facilities such as television, speakers, sound boxes, Air-con.

5.3  Recommendation

The
customers no need to worry about parking as there is parking facilities at the
restaurant but the manager should think about the entertainment for the
customers. There is only one television in the restaurant but it is not well
managed. Sometimes, they open music by speakers but there is lack of sound
system, cannot hear from some tables and also it requires choosing carefully
suitable songs with environment. It only has (15) employees. There are not
enough waiters in the restaurant. At lunch time a lot of customers visit at the
same time then, it is difficult to manage everything for the waiter. Therefore,
it would be better if the restaurant manager recruited some waiters for giving
quick and better services than ever before.

Most
of the customers commented that the food is quite good and tasty but in some
cases, the menu list that is outside the door and inside is completely
different. It is not a good way to do so. It would be better to update both of
them. The decoration of the restaurant is not good for the customers. It does
not appear that it is a nice restaurant from any angle. Therefore, the
Restaurant manager should think about decorating it in a good order and needs
to expand restaurant space more and add more tables

It
is found that Shan Shan Restaurant missed to use the proper marketing
strategies. To get attract on from the customers the restaurant should advertise
through Pamphlet, Newspapers and F.M. Most of the potential customers do not
know about the restaurant. There can use social media as one of advertising
channels for the restaurant. Nowadays, Facebook is becoming very popular.
Everyone has Facebook. It would be better if the restaurant would advertise
through Facebook. It can be said students are one important customer for the
restaurant as it opened near university so the discount for them would be
effective. And also the manger needs to create the promotion ideas such as
loyalty program, door to door delivery program, offer coupons and discounts or
total special menu with less price, etc.

For
addition, some customers have made comments that the restaurant should give
Wi-Fi internet service when doing the survey. This is one consideration fact
for the restaurant as using networking is rapidly growing more day by day and
becoming essential thing in daily life so if the restaurant provides this service,
the restaurant would get new customers more.