Research on customer’s satisfaction for the 4p’s pizza restaurant in hanoi

RESEARCH ON CUSTOMER’S SATISFACTION FOR THE 4P’S PIZZA RESTAURANT IN HANOI MKT6 _ NANTES / IS-VNU Student: LE MAI MAI Advisor: Dr Do Thi Binh TABLE OF CONTENTS INTRODUCTION Chapter 1: GENERAL INTRODUCTION OF THE STUDY 1.1 Problem statement 1.2 The research question 1.3 The objective of the study 1.4 The objects and scope of the study 1.4.1 The objects of the study 1.4.2 The objects of the survey 1.4.3 Scope of the study 1.4.4 Time period Chapter 2: LITERATURE REVIEW AND RESEARCH MODEL 2.1 Literature review 2.1.1 Theoretical Concepts 2.1.2 Theoretical model of customer satisfaction 2.2 Research Model 11 CHAPTER 3: INTRODUCTION OF ITBIZ AND THE 4P'S PIZZA 16 3.1 Overview of ITBIZ and 4p's Pizza Restautant 16 3.1.1 General introduction of ITBIZ 16 3.1.2 General introduction of 4p's Hanoi Pizza Restaurant 17 3.1.2.1 Overview of the formation and development of 4p's Pizza restaurant in Hanoi 17 CHAPTER 4: RESEARCH METHOLOGY 21 4.1 Data selection method 21 4.1.1 Primary data and data collection method 21 4.1.2 Secondary data 21 4.2 Data analysis method 21 4.2.1 Preliminary study 21 4.2.2 Official study 21 4.2.3 Study variables 21 Chapter RESULTS AND RECOMMENDATIONS 24 5.1 General results of the study 24 5.1.1 Characteristics of the study sample 24 Student: Lê Mai Mai i Class: MKT6 5.1.2 Analyzing customer concern about service factors, thence creating a base for analyzing customer satisfaction in each factor 25 5.1.3 Levels of customer satisfaction with the quality of the food service at Pizza 4P’s Hanoi 27 5.1.4 Levels of customer satisfaction with the price factor at Pizza 4P’s Hanoi 30 5.1.5 Levels of customer satisfaction with the staff of Pizza 4P’s Hanoi 32 5.1.6 Customer Satisfaction Assessment for the Service Process 39 5.1.7 Customer Satisfaction Assessment for Facilities System 41 5.1.8 Customer’s satisfaction in the location of 4P's Pizza Restaurants in Hanoi 43 5.1.9 Communication, Interactivivity 43 5.2 Recommendations and suggestions 46 5.2.1 Recommendations 46 5.2.2 Suggestions 46 CONCLUSION 48 REFERENCES 49 APPENDIX 50 Student: Lê Mai Mai ii Class: MKT6 LIST OF TABLES AND FIGURES Figure 1: US customer satisfaction index model Figure 2: SERVQUAL quality service model 10 Figure 3: Recommended research model 12 Table 1: The relationship of research variables and variables in SERVQUAL 13 Table : Business results of 4P's Hanoi Pizza restaurant from July 2017- March 2018 19 Table 3: Encoding variables in SPSS 21 Table 4: Customers’ career structure 25 Table 5: Analysis of customer concern about service factors at Pizza 4P’s Hanoi 25 Table 6: Overall assessment of customer satisfaction with the quality of food and beverages at Pizza 4P’s Hanoi 26 Table 7: Customer satisfaction with the flavor of the food and beverages of Pizza 4P’s Hanoi 28 Table 8: Customer satisfaction with the menu of Pizza 4P’s Hanoi 29 Table 9: Customer satisfaction with the layout of the food and beverages of Pizza 4P’s Hanoi 29 Table 10: Customer satisfaction with food safety in Pizza 4P’s Hanoi 30 Table 11: Customer satisfaction with the price policy of Pizza 4P’s Hanoi 30 Table 12: Overall rating of customer satisfaction with the staff’s knowledge at Pizza 4P’s Hanoi 32 Table 13: Customer Satisfaction on staff’s knowledge on menu at 4P's Pizza restaurant in Hanoi 32 Table 15: Customer Satisfaction on staff’s knowledge on taste at 4P's Pizza restaurant in Hanoi 33 Table 16: Overall assessment of Customer Satisfaction on the style and serving at 4P's Pizza restaurant in Hanoi 34 Table 17: Customer Satisfaction on staff’s appearance at 4P's Pizza restaurant in Hanoi 34 Table 18: Customer Satisfaction on Service Manner of staff at 4P's Pizza restaurant in Hanoi 35 Table 19: Customer Satisfaction on Preparation for customer of staff at 4P's Pizza restaurant in Hanoi 35 Student: Lê Mai Mai iii Class: MKT6 Table 20: Customer Satisfaction on the staff’s ability of Communication at 4P's Pizza restaurant in Hanoi 36 Table 21: Customer Satisfaction on staff’s ability to Understanding the customer at 4P's Pizza restaurant in Hanoi 36 Table 22: Overall assessment of Customer Satisfaction on the staff’s serving attitude at 4P's Pizza restaurant in Hanoi 38 Table 23: Customer satisfaction in careful and attentive staff at 4P's Pizza restaurant in Hanoi 38 Table 24: Customer Satisfaction on the staff’s listening and understanding attitude at 4P's Pizza restaurant in Hanoi 39 Table 25: Overall Assessment of Customer Satisfaction in the service process at 4P's Pizza restaurant in Hanoi 39 Table 26: Customer Satisfaction of the Serving process at 4P's Pizza restaurant in Hanoi 40 Table 27: Customer Satisfaction on the proper service of 4P's Pizza restaurant in Hanoi 40 Table 28: Overall assessment of Customer Satisfaction on the Facilities System of 4P's Pizza restaurant in Hanoi 41 Table 29: Customer Satisfaction on the Facilities System of 4P's Pizza restaurant in Hanoi 41 Table 30:Customer Satisfaction on the Music/Sound system of 4P's Pizza restaurant in Hanoi 42 Table 31: The satisfaction of customers in the space of 4P's Pizza restaurant in Hanoi 42 Table 32: Customer’s satisfaction in the location of 4P's Pizza Restaurants in Hanoi 43 Table 33: Overall evaluation of customer’s satisfaction in communication, interaction of 4P's Pizza restaurant in Hanoi 43 Table 34: The customer satisfaction of the promotion programs of Pizza 4P’s Ha Noi 44 Table 35: The customer’s satisfaction of the communication channels of Pizza 4P’s Ha Noi 44 Table 36: The customer’s satisfaction of the problem detection ability of Pizza 4P’s Ha Noi 45 Table 37: Customer’s satisfaction of the problem solving ability of Pizza 4P’s Ha Noi 45 Student: Lê Mai Mai iv Class: MKT6 ACKNOWLEGDEMENT I would like to express my deepest appreciation to all those who provided me the possibility to complete this report A special gratitude I give to my dear project supervisor, [Ms Do Thi Binh], whose contribution in stimulating suggestions and encouragement, helped me to coordinate my project especially in writing this report I have to appreciate the guidance given by Dr.Binh Do as well as the panels especially in our project presentation that has improved our presentation skills thanks to their comment and advices This research was supported by ITBIZ Marketing Agency I would like to give a special thank to my colleagues from ITBIZ, who provided insight and expertise that greatly assisted the research I am also grateful for “anonymous” reviewers for their so-called insights All of your support is really important to me in this research Student: Le Mai Mai Class: MKT6 COMMITMENT I assure that this research was done by my self Metrics used in the research has a clear origin, published in accordance with the regulations The results of my thesis are selfexplanatory, analyzing honestly, objectively and in accordance with the reality of Vietnam These results have not been published in any other study Student: Le Mai Mai Class: MKT6 INTRODUCTION Background of the study Consumers around the world are increasingly stressed by lifestyle changes and longer working hours Fast connectivity, urbanization and household changes have significant impact on consumer purchasing decisions globally According to ITBIZ's research, more than a quarter of global consumers share that they search for products that make their lives easier (27%) and convenient to use (26%), while about 1/5 of consumers are looking for products suitable for small households (20%) and adjusted to specific needs (19%) ITBIZ sets the topic background based on that research applied to customer requirements on market research: Society is growing, the pace of life is fast and rush, leading to the dramatic increase in the demand for fast food and eating out at the restaurant instead of cooking at home which takes much time and effort However, for various purposes, some manufacturers and traders of restaurants and foods still use the irrational preservation measures and stimulants The articles on "dirty foods", "dirty restaurants" is no longer strange things With the increasing demand of foods, the issue of ensuring food safety becomes more and more alarming Besides, there are also many articles on the bad attitude, even using the violence of restaurant staff to customers, causing consumers to panic when choosing the restaurants for family, relatives and friends Thus, as a business in the restaurant and direct food production, Pizza 4p's Hanoi restaurant needs to be aware that customers are the key to the survival and development of the business Therefore, the satisfaction study to identify the level of customer satisfaction so as to understand and find methods to improve the quality of service and satisfy the needs of customers is extremely important and necessary for the business The structure of the study Chapter 1: GENERAL INTRODUCTION OF THE STUDY Chapter 2: LITERATURE REVIEW AND RESEARCH MODEL Chương : INTRODUCTION OF ITBIZ AND THE 4P'S PIZZA COMPANY Chapter RESEARCH METHODLOGY Chapter STUDY RESULTS AND RECOMMENDATION Student: Le Mai Mai Class: MKT6 Chapter I: GENERAL INTRODUCTION OF THE STUDY 1.1 Problem statement After the success of two Pizza 4P’s restaurants in Saigon, Pizza 4P’s had a branch in Hanoi for the first time in July, 2017 Bringing a new taste of pizza to Hanoi customers, it is a combination of the Italian-style dishes and the Japanese-style service After nearly a year of appearance in Hanoi with a completely new menu from the existing pizza restaurants, perhaps apart from the press and the food experts, it is customer satisfaction rating for this service that is trustworthy This is the reason why the researcher carry out the study: Customer satisfaction rating for the catering service at the Pizza 4P’s Hanoi restaurant 1.2 Research question - What were the customers satisfied with? - What were the customers dissatisfied with? - What are the customers’ desires and expectations from the restaurant? 1.3 The objective of the study In this research, the objective is: - To analyze the status of satisfaction of the customers in Hanoi with the food and service at Pizza 4P’s Hanoi - To discover the shortcomings in the service process - To propose the solutions to dealt with and improve the quality of service as well as the quality of food and beverages 1.4 The objects and scope of the study 1.4.1 The objects of the study Customer satisfaction with the quality of the food service of the restaurant Pizza 4P’s 1.4.2 The objects of the survey Customers experient food and service at the restaurant 4P's Pizza 4P's Ha Noi 1.4.3 Scope of the study Customers using the service at Pizza 4P’s during the survey period, customers in the restaurant’s customer list - Time: Primary data from the survey at 4P's Pizza Restaurant from March 02nd to April 15th, 2018 Student: Le Mai Mai Class: MKT6 General research methodology - Approach to collect information from business objects - Doing survey and direct interview with customers Student: Le Mai Mai Class: MKT6 Error Agree 73 35.4 Strongly agree 57 27.7 Total 200 97.1 2.9 206 100.0 System Total  Comment: with the criterion mentioned in the questionnaire: “Solve problems in a satisfactory manner to please customer and to maintain prestige, just only 1% customer totally disagrees and 7.2% customer disagrees Although this is better than the three above criteria, the slow problem solving process sometimes causes customer to wait so long which leads to complaints 5.2 Recommendations and suggestions 5.2.1 Recommendations - Rehabilitating the facilities at the restaurant: upgrade and replace some equipment, furniture; renew the landscape, equip more air-conditioners in the summer time - Eliminating complicated service procedures and unnecessary steps - Building official training curriculum for new staff and tests - Recruiting more employees - Training and strengthening the marketing communication staff, rebuild marketing strategies for the restaurant 5.2.2 Suggestions Student: Le Mai Mai 46 Class: MKT6 5.2.2.1 Product: - The flavor of food and drinks is the key factor to satisfy customer and acquire their loyalty Therefore, the flavor improvement of present dishes is always a necessity Specifically: improve the skills of chefs by constantly investing, sponsoring and encouraging them to attend advanced courses, participate in cooking competitions and cuisine programs; creating an environment for them to learn more experience, at the same time giving them opportunities to contact with customer so that they can learn more about client’s taste and make madjustments to make dishes more delicious - Food hygiene and safety is the most important factor Therefore, Pizza 4P's Hanoi needs to be aware of this in order to improve not only the quality of food but also the utensils for customers Always keep customer’s utensils clean and dry 5.2.2.2 Communication, promotion: - Communication get the lowest score of satisfaction This is the very first factor that the restaurant need improve This is an important matter that the restaurant needs to overcome due to the ineffectiveness of communication channels and programs:  training the marketing staff professionally and fully  rebuilding a detailed communication plan with timeline and activities in each period  choosing the right tools and media for its target clients 5.2.2.3 Staff: - Due to the fact that the marketing staff of the restaurant Pizza 4P’s is still uncompleted and not deployed yet so the training is suitable with the strategies of the restaurant - Making a detailed and strict set of rules for the employee - Regularly setting up advanced staff training sessions on the service process, listening to employees to understand the issues they are facing, to make reasonable adjustments to the business as well as the staff Only when the employees find themselves respected they feel comfortable and work with the highest efficiency Student: Le Mai Mai 47 Class: MKT6 CONCLUSION The study has shown the satisfaction of customer and the shortcomings in food service at 4P's Pizza restaurant from customer service elements selected and evaluated The key factors are: product, price and staff With different levels of customer satisfaction on each factor, 4P's Hanoi Pizza restaurant needs to improve and enhance its service quality in the increasingly competitive reality among large and small restaurants The next step after this research is that the restaurant have to improve the Communication, especially Online/ digital marketing The importance of this step is to reach more and more customers, keep interact with customer and update news as well as interesting things on social Recognizing and understanding customer satisfaction is critical to build a strategy and policy in short and long term so that helps the business easily capture opportunities, create special competitive advantage which is difficult for competitors to copy Student: Le Mai Mai 48 Class: MKT6 REFERENCES Service marketing curriculum, marketing department, National Economics University Marketing Management by Philip Kotler (1967) A.PARASURAMAN, VALARIE A ZEITHAML (1988) “SERVQUAL: A Multiple - Item Scale for Measuring Consumer Perceptions of Service Quality” Topic "Study of Students’ Satisfaction on the English Training Quality in the Foreign Language Center of HCMC University of Technology" by Le Xuan Khanh, Nguyen Thanh Chung and Huynh Minh Cuong at the Construction Management Academy and HCMC University of Technology Topic: Research on Customer’s Satisfaction of Hotel Services of An Giang Tourism Joint Stock Company Carried out by Le Huu Quang, University of Economics, Ho Chi Minh City Customer Satisfaction by Wrestbook (1980) Antecedents And consequences of attitude toward the Ad: A Meta- analysis (Brown and Stayman, 1992) Satisfaction: A behavioral perspective on the customer (Oliver, O.L; 1997) Satisfaction and retention (Zeithaml et al; 2006) Student: Le Mai Mai 49 Class: MKT6 APPENDIX Survey Questionnaire QUESTIONNAIRE OF CUSTOMER’S SATISFACTION OF FOOD SERVICE AT PIZZA 4P’S RESTAURANT To whom it may concerns, Tôi SV Đại học Nantes thuộc IS-VNU Hiện thực đề tài nghiên cứu nhằm đánh giá hài lòng khách hàng chất lượng dịch vụ ăn uống nhà hàng Pizza 4P’s I am a student at Nantes (IS-VNU) Currently, I am carrying out a research topic to assess the satisfaction of customer for food service quality at Pizza 4P’s restaurant Kính mong Quý vị bớt chút thời gian hoàn thành bảng hỏi Mọi thông tin Quý vị cung cấp có giá trị với tơi dành cho mục đích nghiên cứu (Các câu trả lời cá nhân giữ kín) Please take some time to complete this questionnaire Any information you provide is very valuable to me and only used for research purposes (Individual’s reponses will be kept private Xin chân thành cám ơn giúp đỡ giúp đỡ quý vị! Sincerely thanks for your help! PHẦN I: Ý kiến Quý vị dịch vụ ăn uống nhà hàng Pizza 4P’s PART I: Your opinion of food service at Pizza 4P’s Quý vị vui lòng cho biết ý kiến khách quan cách đánh dấu () vào lựa chọn Please give your opinion by ticking () in the boxes of your choice : Chỉ chọn phương án : Select only one option Câu 1: Quý vị vui lòng xếp thứ tự từ quan tâm (1) đến quan tâm (7) yếu tố dịch vụ nhà hàng quý vị sử dụng (với yếu tố “Khác”, quý vị dùng số thứ tự lớn hơn): Student: Le Mai Mai 50 Class: MKT6 Question 1: Please order from most concerned (1) to least concerned (7) for elements of the restaurant service when you use (for the element “Others”, you can use larger figure): Các yếu tố dịch vụ Xếp hạng Service factors Ranking Chất lượng đồ ăn đồ uống The quality of food and bevarages Giá phải chăng, hợp lý Reasonable prices Đội ngũ nhân viên Staff Quy trình dịch vụ Service process Hệ thống sở vật chất đồng bộ, tiện nghi Synchronous and convenient facilities Địa điểm nhà hàng thuận tiện Convenient location Truyền thông, tương tác Communication, interactivity Khác (đề nghị ghi rõ): …………………………………………… Others (please specify) Câu 2: Quý vị vui lòng đánh giá dịch vụ ĐỘI NGŨ Nhân Viên theo khía cạnh Question 2: Please assess THE STAFF according to the following aspects Khơng ý Hồn tồn Đội ngũ nhân viên The staff không Không đồng ý đồng ý Strongly Disagree disagree Student: Le Mai Mai 51 Hoàn kiến Neither Đồng ý agree nor disagree Agree toàn đồng ý Strongly agree Class: MKT6 Kiến thức, Thuộc menu, có đủ kiến kinh nghiệm thức hồn tồn giải đáp thắc mắc Knowledge, sản phẩm đồ ăn đồ experience uống cho khách hàng Remembering the menu, having enough                          knowledge and having the ability to answer questions about food products and beverages for customers Sẵn sàng chia sẻ phương thức tốt để thưởng thức ăn cho khách hàng Willingness to share the best ways to enjoy the food for your customers Có kiến thức vị khách hàng đến từ vùng miền, đất nước khác Having knowledge of the taste of customers coming from different regions and countries Phong cách Trang phục, đầu tóc gọn tác phong gàng sẽ, ưa nhìn phục vụ Good-looking Tác phong nhanh, chuẩn Manner and mực chuyên nghiệp Student: Le Mai Mai 52 Class: MKT6 style of Quick, service standard and professional manner Chuẩn bị đầy đủ, kịp thời setup, đồ dùng cho khách Fully preparation, timely                       setup for customers Giao tiếp tốt, lời nói chau chuốt, nhẹ nhàng, cách giải thích, truyền đạt dễ hiểu Good    communication, gentle, easy to understand explaination Phục vụ kết hợp với thấu hiểu tâm lý khách hàng Nhanh chóng hiểu ý khách hàng Serving together insight into psychology with customer Quickly understanding customer intentions Thái độ Tận tình, chu đáo, niềm nhân đối viên nở ơn hịa, với thoải mái khách hàng Commitment, thoughtful, warm but still moderate Staff’s attitude customer and comfortable to Lắng nghe thấu hiểu khách hàng, không phân biệt đối xử khách hàng Student: Le Mai Mai 53 Class: MKT6 Listening to and understanding customers, not discriminate between customers Student: Le Mai Mai 54 Class: MKT6 Câu : đánh giá quý vị Quy trình dịch vụ Question 3: Your assessment of Service process Hồn Khơng ý tồn kiến khơng đồng ý Strongly Khơng Hồn Neither Đồng ý đồng ý agree Disagree Agree nor disagree toàn đồng ý Strongly agree disagree      Đội ngũ nhân viên đào tạo          Quy trình phục vụ bản, chuyên nghiệp The service process is professional kỹ lưỡng quy trình phục vụ The staff is well and thoroughly trained and about the service process Nhân viên phục vụ bàn, ăn,  đủ số lượng thứ tự khách hàng yêu cầu The staff serves right dishes with right table, right amount and order as requestesd by customers Câu 4: đánh giá quý vị Chất lượng đồ ăn đồ uống Question 4: your assessment of Food and beverage quality Chất lượng đồ ăn đồ uống Food and beverage quality Hồn Khơng ý tồn kiến khơng đồng ý Strongly Khơng đồng ý Disagree disagree Hương vị đồ ăn đồ uống hợp vị  Student: Le Mai Mai 55 Hoàn Neither Đồng ý agree Agree nor  đồng ý Strongly agree disagree  toàn   Class: MKT6 dễ dàng sử dụng Tasty and easy to use food and beverages Đồ ăn đồ uống trình bày đẹp mắt              giống menu Food and beverages are beautifully decorated as in the menu Menu phong phú nhiều lựa chọn có nét  đặc trưng khác biệt The menu is assorted with many options and has unique characteristics Đảm bảo vệ sinh an toàn thực phẩm  Ensring the food safety and hygiene Câu 5: đánh giá quý vị Giá Question 5: your assessment of Prices Hồn Khơng tồn ý kiến khơng đồng ý Strongly Không đồng ý Disagree disagree Giá phải chăng, phản ánh chất  Hoàn Neither Đồng ý agree Agree nor  đồng ý Strongly agree disagree  toàn   lượng dịch vụ Prices are reasonable and reflect the service quality Câu 6: đánh giá quý vị Hệ thống sở vật chất Question 6: your assessment of Facilities Hồn tồn khơng đồng ý Student: Le Mai Mai 56 Không đồng ý Disagree Không ý kiến Hoàn Đồng ý Neither Agree agree toàn đồng ý Strongly Class: MKT6 Strongly nor disagree disagree Cở sở vật chất đồng bộ, tiện nghi tạo  agree             thoải mái The facilities of the restaurant are synchronous and convenient which create comfortableness Khơng gian đẹp, thống, rộng, có phong  cách riêng để lại ấn tượng The space is nice, open, large with its own style and creates impression to customers Âm phù hợp, vừa phải đảm bảo  yên tĩnh cần thiết cho việc thưởng thức đồ ăn The sound is appropriate and moderate to ensure the necessary quietness to enjoy food Câu : đánh giá quý vị Vị trí nhà hàng Question 7: your assessment of the location of the restaurant Hồn Khơng tồn ý kiến khơng đồng ý Strongly Khơng đồng ý Disagree disagree Vị trí trung tâm, dễ tìm thuận tiện cho  Hồn Neither Đồng ý agree Agree nor  đồng ý Strongly agree disagree  toàn   việc di chuyển đến địa điểm khác The restaurant is located in the central area, very convenient to transfer to other locations Câu 8: đánh giá quý vị Các hoạt động truyền thông tương tác Student: Le Mai Mai 57 Class: MKT6 Question 8: your assessment of Communication and interaction works Hồn Khơng ý tồn kiến khơng đồng ý Strongly Không đồng ý Disagree disagree Các hoạt động Nhà hàng có  Hồn Neither Đồng ý agree Agree nor toàn đồng ý Strongly agree disagree             truyền thông tương chương trình khuyến tác với khách hàng mãi, Communication game tương tác dành and voucher, mini interaction cho khách hàng works The restaurant offers promotions, vouchers, interactive mini games for customers Có kênh truyền  thơng, quảng bá tới khách hàng There are channels of communication, promotion to customers Các hoạt động giải Nhanh chóng phát  vấn đề cho vấn đề, tìm khách hàng nguyên nhân xin Activities to solve lỗi khách hàng customers’ Quickly problems the problem, finding identifying out the cause and apologizing Student: Le Mai Mai to the 58 Class: MKT6 customer Giải thỏa đáng      vừa lịng khách hàng giữ uy tín cho khách hàng Resolving reasonably and customers satisfying and keeping reputation for customers PHẦN II THÔNG TIN CÁ NHÂN PART II PERSONAL INFORMATION (Tơi xin cam kết bảo đảm bí mật thông tin cá nhân cho quý vị) (I commit to ensure the confidentiality of your personal information) Giới tính/Gender: Nam/Male Nữ/Female Độ tuổi/Age:  Dưới 18 tuổi  Từ 18 đến 30 tuổi  Từ 30 đến 45 tuổi  Trên 45 tuổi  Below 18  From 18 to 30  From 30 to 45  Over 45 Nghề nghiệp/Career:………………………………………………… Điện thoại email/Tel or email: Student: Le Mai Mai 59 Class: MKT6 Student: Le Mai Mai 60 Class: MKT6 ... Customer’s satisfaction in the location of 4P's Pizza Restaurants in Hanoi 43 Table 33: Overall evaluation of customer’s satisfaction in communication, interaction of 4P's Pizza restaurant in. .. This is the reason why the researcher carry out the study: Customer satisfaction rating for the catering service at the Pizza 4P’s Hanoi restaurant 1.2 Research question - What were the customers... loyalty to the customer On the contrary, there will be complaints about the product they are consuming (Figure) (Source: Research on the satisfaction of customers for the quality of Phong luu company