Research Project Assignment 1 BTEC Nguyen Huu Phong 2017 tại University of Greenwich Viet Nam, đây là một trong những môn rất quan trọng và cần thiết cho những người muốn theo nghành businness cụ thể là human resource management như mình. Bài assignment này được mình làm tại trường. Các bạn có thể xem và tham khảo nhưng lư
Introduction 1.1 Formulate and record possible research project outline specification 1.2 Identify the factors that contribute to the process of research project selection 1.3 Undertake a critical review of key references 1.4 Produce a research project specification 1.5 Provide an appropriate plan and procedures for the agreed project specification Conclusion References 1 Introduction Nowadays, with the development of society, people's demand for food and drink is enhanced and more demanding, which opens up a strong wave of competition from specialized companies Restaurants and food These companies bring a lot of domestic and foreign brands from regions to food regions of Thailand, Korea and Japan More than anyone else, there are many other factors to help customers accept the brands they bring In this report, I will analyze the customer satisfaction with the restaurant, one of the factors that determine the success of a restaurant in particular and of the brand in general This report may be flawed but hopefully provides a general overview for people about customer satisfaction when they come to enjoy at a restaurant of a certain brand 1.1 Formulate and record possible research project outline specification The factors of Customer Satisfaction in Restaurant Service As introduced in the Introduction section, I chose this topic for the report because there are now a lot of restaurant brands in Vietnam and it is getting bigger and bigger because of the food companies Wanting to swallow the whole field However, for a successful restaurant brand, the customer factor is decisive and in which customer satisfaction is the most important factor What are the direct and indirect influences on customer satisfaction and what other factors influence the customer's decision to choose a restaurant brand to serve? Established in February 2008, Redsun-ITI Corporation has become one of the leading companies in the field of culinary industry in Vietnam After more than years of development, Redsun-ITI has confirmed its top position in the culinary field with more than 10 big brands such as King BBQ, King BBQ Buffet, ThaiExpress, Seoul Garden, KhaoLao, Hotpot Story, Sushi Kei , Capricciosa, 2 Research outline: -Introduction -Literature review -Methodology -Data analysis -Conclusion and recommendation 1.2 Identify the factors that contribute to the process of research project selection Over the past five years, we have gradually seen many restaurant brands appearing densely in Vietnam such as King BBQ, Thai Express, KhaoLao, Shushi Kei Owned by RedSun ITI or SumoBBQ, Gogi House, Vuvuzela, Cowboy Jack's, Owned by Golden Gate and many other brands from companies to foreign countries in Vietnam These brands are gradually diversifying the food needs of customers from all ages across the country It is the excitement of this market that fierce competition among brands is heating up day by day Each brand has its own features and customer service to attract more customers and keep the loyalty of existing customers Customer satisfaction is the decisive factor in the competition of these brands so in this report I want to study customer satisfaction when going to a restaurant This is a field of great interest and customer factors will determine the damage and success of a brand In this report I hope to help people better understand the factors that affect the customer and whether they should decide whether to return Certainly in the next 10 years there will be hundreds more new brands appearing and the food industry will be much more diverse 1.3 Undertake a critical review of key references Literature Review Every restaurant now has the advantage of competing with its competitors in the same field These features are the know-how and experiences that each restaurant or brand experiences through experience It is these features that will help keep the restaurant and attract other customers In many studies in recent years, there are three main factors that directly influence the satisfaction of customers when they come to eat at the restaurant is the quality of service or service known The restaurant for customers, the quality of the food and the bar space are two factors that contribute to a strong impact on satisfaction 3 Before we talk about these factors, let's talk about Parasureman's (1998) quality of service evaluation theory in order to see what constitutes a good and quality service According to Parasunaman (1988) satisfaction is assessed based on five basic factors: Tangibility, reliability, responsibility, assurance and empathy Parasuraman is one of the pioneers in researching service quality These elements were announced in a model called SERVQUAL model SERVQUAL is understood as a measure of service quality and is widely used in service industries and retail companies that provide goods to customers In the past, SERVQUAL was limited to such companies but now the model has been expanded and used by almost every company in all areas Depending on the different fields of business and industry, the SERVQUAL model has different analytical approaches but in general its purpose is to evaluate the quality of service a particular brand brings In this article is the quality of service of a restaurant Let's briefly talk about the elements in this model -Tangibility: This factor is used to measure the customer's level of satisfaction with the facilities, restaurant space and other tools and equipment used to serve customers better In general, this element evaluates the physical things that the customer directly sees and acts on -Reliability: This factor is used to measure the trustworthiness of the customer in relation to a particular brand and in the article as a restaurant Commitments and promises and get the brand or restaurant that fulfills the commitment -Responsiveness: This weakness measures the willingness to serve and the desire to bring the best to the customer of the particular employee and of the restaurant or the brand in general It is also the ability to solve unexpected problems quickly and reasonably to help customers be satisfied -Assurance: This factor is mainly the professionalism, safety and high expertise of the staff that the brand or restaurant brings to help customers peace of mind and satisfaction -Empathy: This factor shows empathy and caring, caring customer care and reasonable Always give customers a sense of respect and nature, meet the needs of customers Research “Perceived Service Quality In Restaurant Services: Evidence From Mauritius” of Prabha Ramseook-Munhurrun, University of Technology, Mauritius, The purpose of this study is to investigate service quality dimensions in retsuarant services At the same time, we apply this theory to three factors that affect customer satisfaction when it comes to dining at a restaurant in a research: “Measuring the Mediating Role of Dining 4 Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta” to talk clearly about factors that affects to the customer satisfaction In this study, it is easy to see clearly the dining experience of a customer at a restaurant, also known as customer satisfaction, that is influenced by three factors: food quality, quality of service Serve, and space bar If one of the three factors is badly affected and does not receive much customer satisfaction, overall customer satisfaction is reduced significantly If a restaurant or a restaurant wants a high level of customer satisfaction, then the restaurant must well in all three areas, of course not perfect, but must be above average and Reach good if the restaurant wants loyal customers and attract more customers Ivyanno U Canny distributed questionnaire surveys of customer satisfaction based on these three factors and distributed them at two restaurants in South Jakarta These survey forms are provided to customers after they have paid their meals to help the restaurant understand and receive customer feedback This is also a common way that restaurants are now not only in Vietnam but around the world are applying to help improve the quality of service and customer satisfaction when they come to eat In VietNam, research "The influence of service quality on customer satisfaction and loyalty at restaurant in Ho Chi Minh city - Vietnam" by Nguyen Thi Bich Dao - Nguyen Hieu Tin 5 In this study by two persons of Ton Duc Thang University also showed the popularity of the SERVQUAL theory In their study, these two factors have the strongest impact on the loyalty of customers in Ho Chi Minh City for a restaurant brand In general, we can see the application of SERVQUAL theory to customer satisfaction research as a necessity as it will help us better understand and thereby optimize more strongly the five key factors to help Increase the level of satisfaction Besides, the quality of food and bar space is not overlooked as it is also important for Asian culture 1.4 Produce a research project specification Research Methodology In this section I will summarize the customer satisfaction study process for brands owned by RedSun ITI Company I designed a questionnaire based on the SERVQUAL model The study was conducted using a questionnaire to measure customer satisfaction with the restaurant as other brands are doing around the world My target audience is between 18 and 35, young people and middle-aged parents with a realistic look and feel of satisfaction -Environment affects to customer satisfaction This is a factor that I think is necessary, a good space will help customers enjoy a great meal - Service Quality affects to customer satisfaction Surely this is an indispensable element, it is the special point of each brand and direct impact on the customer -Food Quality affects to customer satisfaction Delicious food will definitely get great satisfaction from customers, especially those who are only interested in this factor - Popularity affects to customer satisfaction In my opinion, this factor should be added as the customer's satisfaction with a brand is its popularity Data analysis First of all, I will choose two restaurants in RedSun ITI's restaurant chain and I will send this questionnaire to the two restaurants for a survey and direct it to customers of these two restaurants The data is exported to Excel and I will use Google Form to create a questionnaire 6 1.5 Provide an appropriate plan and procedures for the agreed project specification Daily Step 1: Ideal and market research Step 2: Search for information and analyze data Step 3: List the target audience Step 4: Carry out the survey and collect the results Step 5: Complete research topics 10 Step 1: Ideal topic and market research I spend days out to study the market and get ideas I tried many ideas and faced many difficulties but finally decided to choose this topic Step 2: Search for information and analyze data I am looking for competitions and information about big food companies in Vietnam and also the most famous company in the country From there, we analyze some relevant information to see the competition of these companies Step 3: List the target audience + Step 4: Carry out the survey and collect the result I sent my surveys to two RedSun INIT restaurants and surveyed their loyal customers who expect the survey to reach 30 of these restaurants to get their ideas The most realistic idea about the brand is trust Then the data will be sent to me after days and I will analyze it more carefully to give the results Step 5: Complete research topics After obtaining information, data and related stuff I will summarize and write a complete report on the topic Conclusion Through this report, we will better understand the direct and indirect effects on customer satisfaction and the fierce competition among brands, which also creates a positive response and customer satisfaction Will be the beneficiaries Not only RedSun INIT but also many other food companies will bring many brands to enrich the cuisine of Vietnam Recommendation Because of the potential customers and loyalties of these two restaurants not only Vietnamese and Asian but also European, the survey will be translated into English to obtain the most diverse and realistic survey results 7 References • • • • • Dao Nguyen, Tin Nguyen (2015) The influence of service quality on customer satisfaction and loyalty at restaurant in Ho Chi Minh city - Viet Nam, Available at: http://khxh-nv.tdt.edu.vn/en/attachments/article/166/THE%20INFLUENCE%20OF %20SERVICE%20QUALITY%20ON%20CUSTOMER%20SATISFACTION %20AND%20LOYALTY%20AT%20RE~.pdf (Accessed: 25 July 2017) Ivyanno U Canny (2014) Measuring the Mediating Role of Dining Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual Dining Restaurant in Jakarta (25 July 2017) Nguyen Thi Bich Dao - Nguyen Hieu Tin Parasuraman, A., Zeithaml, V A., & Berry, L L (1985) A conceptual model of service quality and its implications for future research The Journal of Marketing, 49(4), 41-50 Prabha Ramseook-Munhurrun (2012) Perceived Service Quality In Restaurant Services: Evidence From Mauritius, Available at: ftp://ftp.repec.org/opt/ReDIF/RePEc/ibf/ijmmre/ijmmr-v5n3-2012/IJMMR-V5N32012-1.pdf (accessed: 25 July 2017)