customer satisfaction towards pizza hut

8/10/2019 Customer Satisfaction Towards Pizza Hut

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CONSUMER SATISFACTION TOWARDS PIZZA

HUT

A report submitted to

as a part fufime!t of

Submitted to" Submitted b#"


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ACKNOWLEDGEMENT

Concentration, dedication and application are necessary but not sufficient to achiee any !oal"

Without a proper co#bination of inspection and perspiration, it$s not easy to achiee anythin!"

There is al%ays a sense of !ratitude, %hich %e e&press to others for the help and the needy

serices they render durin! the different phases of our lies" Therefore, it is #y duty to

ac'no%led!e to those honorable personalities of the %ho helped #e to follo% the path to success

for the co#pletion of this pro(ect"

) %ould li'e to than' #y pro(ect !uide Mr" *******************%ho %as al%ays there to helpand !uide #e %hen ) needed help" +is perceptie criticis# 'ept #e %or'in! to #a'e this pro(ect

#ore full proof" ) a# than'ful to hi# for his encoura!in! and aluable support" Wor'in! under

hi# %as an e&tre#ely 'no%led!eable and enrichin! e&perience for #e" ) a# ery than'ful to

hi# for all the alue addition and enhance#ent done to #e"

) %ould li'e to than' all the respondents %ho hae ta'en their precious ti#e to fill up the surey"

No %ords can adeuately e&press #y oerridin! debt of !ratitude to #y parents %hose support

helps #e in all the %ay" Aboe all ) shall than' #y friends %ho constantly encoura!ed and

blessed #e so as to enable #e to do this %or' successfully"


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PREFACE

+u#an bein! enters the %orld %ith a ra% brain and #ind" -ntil he %or's out %ith his

i#a!ination, he cannot reach the soarin! hei!hts of success" .tudy of #ana!e#ent %ill be

%orth%hile only if it is coupled %ith the practical studies and i#a!ination po%er"

/ractical Trainin! constitutes an i#portant part in a !ood practice oriented #ana!e#ent course"

Accordin! to the syllabus of M0A, eery student has to under!o practical pro(ect trainin! for

e&posure in any co##ercial industry or or!ani1ation" .o for the partial fulfill#ent of this

reuire#ent, ) under%ent #y trainin! at /i11a +ut"

/ractical trainin!, %hich is a part of #ana!e#ent studies intends to proide a student %ith

sufficient 'no%led!e to deelop an euation to connect theory and practical aspects and thereby

!ies an opportunity to test and erify application of theory and co#prehends interaction

bet%een #ana!e#ent concepts and practice"

)t is %ith !reat sincerity and enthusias# that ) ta'e up the challen!e that this field has placed

before #e and hope to succeed %ith !uidance fro# #y professors"


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TA0LE O2 CONTENT.

.r" no Contents /a!e"

No"

E&ecutie .u##ary

3 )ndustry profile

)ndustry Oerie%

E#er!ence

)#pact

Current .cenario of 2ast food restaurant industry in )ndiaGro%th Drier

Challen!es for the industry

/roble# of )ndustry

Co#petitors

4 Co#pany profile

About /arent /rofile 5 6u# 0rand )nc"

0usiness strate!y

7ision

7alues

/i11a +ut

/roducts

8 Theoretical 2ra#e%or' of Custo#er .atisfaction

)ntroduction of custo#er satisfaction

/urpose

)#portance of Custo#er .atisfaction

9eie% of Literature

: Desi!n of the .tudy

Ob(ectie of the .tudy


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9esearch Desi!n

Data Collection

;uestionnaire Desi!n

.a#ple Desi!n

Data Analysis

Li#itations of the .tudy

< Data Analysis and )nterpretation

= 2indin!s

> .u!!estions

? 0iblio!raphy

@ Anne&ure

E$ECUTI%E SUMMAR&

The foray of #ultinational fast food retailers into )ndia has i#pacted the taste buds of )ndian

consu#ers si!nificantly" )nstant food is scorin! oer traditional food due to influence of Western

countries, and rise in inco#e subseuent standard of liin!, conenience, etc" As a result, fast

food #enus are !ainin! %ider acceptance fro# the )ndian consu#ers

The )ndian fast 2ood )ndustry Dryer has %itnessed hi!h !ro%th strides in the past years, %ith

increasin! disposable inco#eB e&posure to a nu#ber of cuisinesB and consu#ers$ %illin!ness to


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e&peri#ent a #i& of both Western and local #enu" )t has not only proided conenience to

people %ho shuttle bet%een ho#e and %or' for a bi!!er part of the day but also eli#inated the

reuire#ent of conentional cutlery" This industry at the #o#ent thries on international appeal

endorsed by niche chains" The deelop#ent of nutritious and healthier replace#ents for the

traditional serin!s at fast food restaurants has transfor#ed into #ass pro#otion of portable

foods"

Currently the )ndian fast food industry is drien by a !ro%in! nu#ber of %or'in! professionals

and increasin! %esterni1ation" Apart fro# this, busy life schedule, standardi1ed food, and less

ti#e consu#in! processes are also fuellin! the de#and fro# do#estic consu#ers in the industry"

As de#and for all types of fast food ite#s are consistently on the rise, pi11a, bur!er, and 2rench

fries hae beco#e the all ti#e faorite a#on! youn! )ndians, #ore so %ith so#e of the %ell

'no%n bur!er and pi11a restaurants li'e McDonald$s, Do#ino$s, K2C, /i11a +ut, Nirula$s etc,

operatin! in )ndia"

This pro(ect put e#phasis on 'no%in! custo#er satisfaction to%ards /i11a +ut" /ro(ect starts

%ith introduction of industry profile, its current scenario, #a(or players and challen!es" .econd

chapter is about the co#pany profile, its ision, #ission, products etc" Third chapter is about

theoretical fra#e%or' of custo#er satisfaction" 2ourth chapter is about the desi!n of the study,

its ob(ectie and research #ethodolo!y" Last chapter is about the surey of custo#er satisfaction

of /i11a +ut restaurant" 2indin!s and .u!!estions %ere !ien on the basis of surey conducted"

0oth pri#ary and secondary data %ere used to do the pro(ect"

.tudy sho%ed that #ost of the custo#ers are satisfied %ith product, serice and price of /i11a

+ut and /i11a +ut is successful in satisfyin! the custo#er"

CHAPTER '(


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INDUSTR& PROFI)E

INDUSTR& O%ER%IEW

2ast food also 'no%n as ;uic' .erice 9estaurant or ;.9 %ithin the industry itself is the ter#

!ien to food that can be prepared and sered ery uic'ly" While any #eal %ith lo% preparation

ti#e can be considered to be fast food, typically the ter# refers to food sold in a restaurant or

store %ith preheated or precoo'ed in!redients, and sered to the custo#er in a pac'a!ed for# for

ta'eoutFta'ea%ay" The ter# fast food %as reco!ni1ed in a dictionary by Merria#5Webster in

3@


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#inutes to spare for his #eal" 2ast food has also rapidly !ained popularity a#on! the youth eer

since its e#er!ence" )t is the youth$s idea of a uic' and tasty lunch onthe!o"

Why fast foodI )t$s tasty, econo#ical and only a driethrou!h or phone call a%ay"

Emer*e!+e

The fast food culture e#er!ed as early as the 3@th century" Durin! the )ndustrial 9eolution, a

lar!e %or'force %as reuired to %or' for 3J to 34 hours a day" With so #uch %or' to be done,

fast food %as the idea of a uic' and easy lunch"

)n )ndia, fast food culture e#er!ed in the decades after independence, startin! fro# the 3@


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Impa+t

The e#er!ence of the fast food industry has, to an e&tent, transfor#ed urban food culture in

)ndia"

)t is co##on 'no%led!e that too #uch fast food is bad for health and #ay lead to obesity" An

essential co#ponent of #ost fast food is fat 5 the 'ind of fat that in e&cess can lead to artery

clo!!in!" )n lar!e uantities, fast food #ay lead to obesity as %ell as hypertension, diabetes, hi!h

cholesterol and heart diseases" Een certain types of cancers hae been obsered to spread due to

lac' of safety standards in so#e sectors of the fast food industry"

There are also seeral eniron#ental proble#s associated %ith ho% fast food outlets process and

pac'a!e their products" 2ood pac'a!in! is done usin! plastic, .tyrofoa# and other synthetic

products %hich are not biode!radable" )n recent ti#es, #any fast food outlets hae s%itched to

paper ba!s" Thou!h paper is biode!radable, at the lar!e uantities in %hich paper %aste is

!enerated in )ndia, currently paper is seen #ore as a pollutant" Metal and !lass%are %ould be

#ore faorable to sere food, but they destroythe %hole purpose of consu#in! food onthe!o"

The need of the hour is a la% or re!ulation that forces these outlets to recycle the paper, plastic

and foa# they use eeryday"

CURRENT SCENARIO OF FAST FOOD AND RESTAURANT INDUSTR& IN INDIA"

Eatin! at ho#e re#ains ery #uch inbuilt in )ndian culture and chan!es in eatin! habits are ery

slo% #oin! %ith barriers to eatin! out entrenched in certain sectors of )ndian society" The

!ro%th in nuclear fa#ilies, particularly in urban )ndia, e&posure to !lobal #edia and Western

cuisine and an increasin! nu#ber of %o#en (oinin! the %or'force hae had an i#pact on eatin!

out trends" Which has lead us to a ne% era of eatin! fast food$


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)ND)AN consu#ers are increasin!ly spendin! lar!e su#s, eatin! out %ith fa#ily and friends on

%ee'ends and holidays, churnin! up a hu!e appetite for the !lobal uic' serice restaurant

;.9 and casual dinin! restaurant CD9 business"

6oun! and old )ndians can be seen deourin! billions of dollars %orth of fast food at shoppin!

#alls, #ultiple& co#ple&es, #etro stations, hi!h%ay eateries and een in office bloc's, as the

eatin! out$ culture spreads across urban )ndia" Een Tier4 and Tier8 cities are %itnessin! this

!astrono#ic reolution, #uch to the deli!ht of ;.9 and CD9 #a(ors"

The fast food, or ;.9, for#at too' off in )ndia about 3< years a!o %ith the arrial of

#ultinational players such as McDonalds, K2C, Do#ino$s /i11a and /i11a +ut" These players

initially had a tou!h ti#e understandin! the )ndian consu#er, as their ho#e#ar'et #odels did

not %or' %ell in )ndia"

Oer the last decade, thou!h, #any of these players hae !ot their act to!ether throu!h a better

understandin! of the )ndian #ar'et in the for# of )ndianised #enus, brea'fast #enus, sitandeat

for#ats and positionin! their outlets as destinations for fa#ily outin!s"

Constantly e&peri#entin! %ith the tastes of consu#ers by #i&in! %estern and desi #enus, fast

food industry has seen a rapid !ro%th in last fe% years" The )ndian fast food #ar'et has been

%itnessin! rapid !ro%th on the bac' of positie deelop#ents and presence of #assie

inest#ents" Currently, #ar'et !ro%th is lar!ely fuelled by the risin! youn! population, %or'in!

%o#en, hectic schedules, and increasin! disposable inco#e of the #iddleclass households"

.o#e of the uniue properties of fast food li'e uic' sered, cost adanta!e, etc are #a'in! it

hi!hly popular a#on! the #asses" Thus, )ndia offers enor#ous opportunities for both do#estic

as %ell as international players"

)ndians had spent close to 9s 38,


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The report indicates a #a(or shift in food habits in #etropolitan cities %ith about ?= per cent of

respondent households preferrin! to hae instant food due to steep rise in dualinco#e leels,

standard of liin!, conenience and influence of Western countries"

The )ndian consu#ers hae been eatin! at roadside eateries, dhabas and stalls %hich still occupy

a #a(or share of the unor!ani1ed sector, %here fast food has been eaten traditionally" +o%eer,

%ith the chan!es in the econo#y of the country and in(ection of #odern e#ploy#ent fro# the

West, the nonho#e food #ar'et has no% chan!ed"

The #ar'et is do#inated by !lobal players, especially in the or!ani1ed fast food se!#ent"

Gro%in! trend of consu#ption of #ulti cuisines and increasin! brand a%areness has led to the

increase of !lobal players" Or!ani1ed #odern for#ats li'e #alls and super#ar'ets hae also

beco#e a faorite destination for the outlets" Lar!er co#panies are tea#in! up %ith s#all

franchisors and #all o%ners to pro#ote their brand"

The !ro%in! se!#ent co#prises of for#ats li'e fast food chains, cafes and fine dinin!

restaurants" T%o sub se!#ents of the fast food #ar'et are the /i11as and 0ur!ers" These hae

no% deeloped into part of the nation$s eatin! habits" Their share is continuously !ro%in! %ith

the 'ey !lobal brands such as Do#inos, McDonalds and K2C #a'in! their #ar's uic'ly"

,ro-t. Dri/er

,e!der roes"Gender roles are no% chan!in!" 2e#ales hae started %or'in! outside" .o, they

hae no ti#e for their ho#e and coo'in! food" 2ast food is an easy %ay out because these can be

prepared easily" Wor'in!%o#en hae no ti#e for coo'in!"

Customer sop.isti+atio! a!d +o!fide!+e" Consu#ers are beco#in! #ore sophisticated no%"

They don$t %ant to prepare food and spend their ti#e and ener!y in household %or's" They are


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buildin! their confidence #ore on ready to eat and easy to sere$ 'ind of foods"

Pau+it# of time"/eople hae no ti#e for coo'in!" 0ecause of e#er!ence of %or'in! %o#en

and also nu#ber of other entertain#entite#s" Most of the ti#e either people %or' or %ant to

en(oy %ith their fa#ily"

Doube I!+ome ,roup" E#er!ence of double inco#e !roup leads to increase in disposable

inco#e" No% people hae #ore disposable inco#e so they can spend easily in fast food and

other actiities"

)ar*e popuatio!")ndiabein! a second lar!est country in ter#s of population possesses lar!e

potential #ar'et for all the productsFserices" This results into entry of lar!e nu#ber of fast food

players in the country" 9ela&ation in rules and re!ulations %ith the econo#ic liberalisation of

3@@3, #ost of the tariff and nontariff barriers fro# the )ndian boundaries are either re#oed or

#ini#ised" This helped si!nificantly the MNC$s to enter in the country"

Me!u di/ersifi+atio!")ncrease in consu#ption of pi11as, bur!ers and other type of fast foods"

C.ae!*es for t.e i!dustr#

So+ia a!d +utura impi+atio!s of I!dia!s s-it+.i!* to -ester! brea0fast food"

Generally, +indus aoid all foods that are belieed to inhibit physical and spiritual deelop#ent"

Eatin! #eat is not e&plicitly prohibited, but #any +indus are e!etarian because they adhere to

the concept of ahi#sa" Those see'in! spiritual unity #ay aoid !arlic and onions" The concept of

purity influences +indu food practices" /roducts fro# co%s e!, #il', yo!urt, !heeclarified

butter are considered pure" /ure foods can i#proe the purity of i#pure foods %hen they are

prepared to!ether" 0ut no%, )ndians are s%itchin! to fast food that contain all those thin!s that

are considered i#pure or a!ainst their beliefs" .o#e traditional and funda#entalist are a!ainst

this transfor#ation of food habit and nu#ber of ti#es they proo'e their counterparts to reolt

a!ainst such foods" And that is %hat happened %hen /i11a hut decided to enter the co#ple&ity of
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)ndianbusinesslandscape, countin! only on its fast food !lobal for#ula$, %ithout any apparent

preious cultural trainin!"

Emp.asis o! t.e usa*e of bio'de*radabe produ+ts" Glasses, siler%are, plates and cloth

nap'ins are neer proided %ith fast food" )nstead, paper plates and nap'ins, polyurethane

containers, plastic cups and table%are, drin'in! cartons or /ET polyethylene terephthalate

bottles are used and these are all disposable" Many of these ite#s are tossed in the !arba!e

instead of bein! recycled, or een %orse, #erely thro%n on the !round" This burdens nature

unnecessarily and suanders ra% #aterials" )n order to reduce soil and %ater pollution,

!oern#ent no% e#phasises #ore on the usa!e of biode!radable products"

Retre!+.me!t of empo#ees"Most of ne% industries %ill be capital intensie and #ay drie

local co#petitors, %hich hae #ore %or'ers, out of business"

Profit repatriatio!" 9epatriation of profits is another area of concern for )ndian econo#y" As

%hen #ultinational enters the any countries, people and !oern#ent hope that it %ill increase the

e#ploy#ent rate and result in econo#ic !ro%th" +o%eer, %ith the #ultinational operation, host

country e&periences these benefits for a short ti#e period" )n lon! run neither e#ploy#ent

increases because of capital intensie nature of MNC$s nor it increases the !ross do#estic

product or !ross national product because %hateer MNC$s earn they repatriate that profit bac'

to their ho#e country"

Probems of i!dustr#

E!/iro!me!ta frie!d# produ+ts +ost .i*."Goern#ent is le!islatin! la%s in order to 'eep

chec' on the fast food industry and it is e#phasisin! #ore on the usa!e of biode!radable andeniron#ent friendly products" 0ut associated %ith this issue is the proble# that fast food player

faces the cost associated %ith the eniron#ent friendly products" They cost #uch hi!her than

the nor#al products that co#panies use for pac'a!in! or %rappin! their products"

1aa!+e bet-ee! so+ieta e2pe+tatio! a!d +ompa!ies e+o!omi+ ob3e+ti/es" To balance a

society$s e&pectation re!ardin! eniron#ent %ith the econo#ic burden of protectin! the
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eniron#ent" Thus, one can see that one side pushes for hi!her standards and other side tries to

beat the standard bac', thereby #a'in! it an ar# %restlin! and #ind bo!!lin! e&ercise"

Heat. reated issues 4obesit#5" .tudies hae sho%n that a typical fast food has ery hi!h

density and food %ith hi!h density causes people to eat #ore then they usually need" Lo%

calories food E#phasis is no% #ore on lo% calories food"

Competitor

3"

Do#inos /i11a, )nc" N6.ED/ is an internationalpi11a delierycorporation headuartered

in Ann Arbor, Michi!an, -nited .tates" 2ounded in 3@=J, Do#inos is the secondlar!est pi11a

chain in the -nited .tates and has nearly @,JJJ corporate and franchisedstores in =J international

#ar'ets and all


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and operatin! se!#ent, ter#ed a concepof 6u#P 0randssince 3@@> %hen that co#pany %as

spun off fro# /epsiCoas Tricon Global 9estaurants )nc"

K2C pri#arily sells chic'enpieces, %raps, saladsandsand%iches" While its pri#ary focus

isfried chic'en, K2C also offers a line of !rilled and roasted chic'en products, sidedishesanddesserts" Outside North A#erica, K2C offers beef based products such

as ha#bur!ersor 'ebabs, por' based products such as ribs and other re!ional far

The co#pany %as founded as Kentuc'y 2ried Chic'en byColonel+arland .andersin 3@


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in0eirut, LebanonB the Asian locations fro#.in!aporeand)ndia, Korean /eninsula operations

fro#/yon!yan!and theLatin A#ericasupport center is in Mia#i, 2lorida" )n

the -Kand)relandthe co#pany hopes to e&pand to 4,J3< restaurants by so#e ti#e in 4J3


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6u#P 0rands is ran'ed S43= on the 2O9T-NE


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!ro%th potential" Co" re#ains focused on the three 'eys to driin! shareholder alue ne%unit

deelop#ent, sa#estore sales !ro%th and !eneratin! hi!h returns on inested capital"

)#portantly, Co" has 3"< #illion associates around the !lobe and the uniue culture Co" has built,

one that$s filled %ith ener!y, opportunity, and fun"

%isio!

Q6u#P 0rands is co##itted to continuin! the success reali1ed durin! first ten years" Our success

has only (ust be!un as %e loo' for%ard to the future, one %hich pro#ises a lon! run%ay for

!ro%th, especially on an international leel"R

%aues

We pa+e t.e +ustomer e2perie!+e at t.e +ore of a -e do8 Our custo#ers are the reason for

our e&istence" We de#onstrate our appreciation by proidin! the# %ith hi!h uality food and

superior serice in a clean, %elco#in! eniron#ent, at a !reat alue" Our !oal is uality, serice,

cleanliness and alue ;.C7 for each and eery custo#er, each and eery ti#e"

We are +ommitted to our peope8We proide opportunity, nurture talent, deelop leaders and

re%ard achiee#ent" We beliee that a tea# of %elltrained indiiduals %ith dierse

bac'!rounds and e&periences, %or'in! to!ether in an eniron#ent that fosters respect and dries

hi!h leels of en!a!e#ent, is essential to our continued success"

We beie/e i! t.e &um9s S#stem86u#$s business #odel, depicted by our Qthreele!!ed stoolR

of o%nerFoperators, suppliers, and co#pany e#ployees, is our foundation, and balancin! the

interests of all three !roups is 'ey"

We operate our busi!ess et.i+a#8.ound ethics is !ood business" At 6u#, %e hold ourseles

and conduct our business to hi!h standards of fairness, honesty, and inte!rity" We are

indiidually accountable and collectiely responsible"


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We *i/e ba+0 to our +ommu!ities8We ta'e seriously the responsibilities that co#e %ith bein! a

leader" We help our custo#ers build better co##unities, support Charities, and leera!e our si1e,

scope and resources to help #a'e the %orld a better place"

We *ro- our busi!ess profitab#86u# is a publicly traded co#pany" As such, %e %or' to

proide sustained profitable !ro%th for our shareholders" This reuires a continuous focus on our

custo#ers and the health of our syste#"

We stri/e +o!ti!ua# to impro/e8We are a learnin! or!ani1ation that ai#s to anticipate and

respond to chan!in! custo#er, e#ployee and syste# needs throu!h constant eolution and

innoation"

Pi::a Hut

/i11a +utU, a subsidiary of 6u#P 0rands, is the %orld$s lar!est pi11a co#pany, speciali1in! in the pi11as

you neer hae to settle for 5 /an /i11a, Thin $N Crispy U/i11a, +andTossed .tyle /i11a and .tuffed

Crust /i11a" /i11a +ut be!an


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!ro%in! it internationally" Dine)n has al%ays been at the heart of Co"$s business" Co" is buildin! ibrant

casual dinin! /i11a +ut restaurants in #any international #ar'ets and offer a Q/i11a and MoreR #enu

strate!y" Co" has also deeloped a ne% subbrand in the -"." called Win!.treet U, #a'in! /i11a +ut the

first bi! A#erican chain to delier chic'en, sides and co#plete chic'en dinners"

/i11a +ut entered )ndia in 3@@=, and opened its first restaurant in 0an!alore" .ince then it has

captured a do#inant and si!nificant share of the pi11a #ar'et and has #aintained an

i#pressie !ro%th rate of oer :J per cent per annu#" )n )ndia /i11a +ut has not included

all 'inds of /i11a %hich it seres else%here" 0ut rather locali1ed its #enu as per )ndian

custo#ers" cri tical factor in /i11a +ut$s success has been a #enu that has

constantly eoled and e&panded to cater to the chan!in! needs and specific

preferences of custo#ers in different parts of the %orld" )n hain! understood the pulse of

the custo#ers in )ndia, /i11a +ut has clearly established itself as a brand %ith an )ndian

heart"

0esides offerin! an e&tensie ran!e of e!etarian pi11as, it %as the first pi11a chain to open a

3JJ e!etarian restaurant in )ndia in .urat and later in Ah#edabad and

Cho%patty, %here it offers a Vain #enu sans all rootbased in!redients"

Produ+ts

(8 Pi::as

a" /an /i11a

b" .tuffed crust pi11a

c" Thin$n crispy pi11a

d" .ee'h 'ebab stuffed crust pi11a


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e. .upre#e

f" Chic'en supre#e

!" .uper supre#e

h" Chic'en ti''a

i" Chic'en fa(ita

(" The euro

'" 2a(ita sicilian

l" Af!hani ti''a

#" .ha%ar#a pi11a

n" 0ehari chic'en pi11a

o" Meat loers

p" +ot .picy

" Cheese loers

r" 7e!!ie loers

78 STARTERS

a8 Chic'en %in!s

b8 .picy %ed!es

+8 0ehari chic'en spin rolls

d8 Garlic bread

e8 Garlic bread supre#e

f8 Garlic #ushroo#s


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*8 00; Chic'en .pin 9olls

?8 SOUPES @ SA)ADS

a8 .%eet corn and chic'en soup

b8 Me&ican to#ato bean soup

+8 .alad bar

>8 PASTAS

a8 Lasa!na florentine

b8 Crea#y to#ato penne

+8 2ettuccine alfredo

d8 .pa!hetti bolo!naise

8 SANDWICHES

a8 /hilly stea' sand%ich

b8 Me&ican chic'en sand%ich

+8 Tuna #elt sand%ich

B8 DESSERTS

a8 .tra%berry cheeseca'e

b8 Le#on cheeseca'e


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+8 Chocolate cheeseca'e

d8 )ce crea#

e8 Triple treat

f8 0ro%nie a la #ode

*8 Chocolicious bro%nie

CHAPTER ?

THEORETICA) FRAMEWOR6 OF CUSTOMER SATISFACTION

I!trodu+tio! of +ustomer satisfa+tio!

Eery hu#an bein! is a consu#er of different produces" )f there is no consu#er, there is no

business" Therefore, consu#er satisfaction is ery i#portant to eery business person"

Accordin! to /hilip Kotler consu#er satisfaction is defined on, Qpersonal feelin! of pleasure

resultin! fro# co#parin! a product$s pursued perfor#ance in relation to his Fher e&pectationsR"

Consu#er attitude #easure#ents are ta'en on either potential buries or e&istin! client$s buries in

order to identify their characteristics" Why should the co#petent #ar'et en!ineer conduct

consu#er researchI Consu#er sureys can proide the researcher %ith a %ealth of infor#ation,

aluable of the #ar'etin! function"

Detailed infor#ation re!ardin! the custo#er in a #ar'et %ill proide the basic platfor# for all

#ar'etin! decisions" Mar'etin! decision #a'er needs descriptie infor#ation about the total


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potential unit and dollar sales in each se!#ent" /erhaps the #ost i#portant one is that a seller

needs to be a%are of the releant ob(ectie and need of consu#er and ho% their ob(ecties #i!ht

best be sered by the products"

Custo#er satisfaction, a business ter#, is a #easure of ho% products and serices supplied by a

co#pany #eet or surpass custo#er e&pectation" Custo#er satisfaction is defined as the nu#ber

of custo#ers, or percenta!e of total custo#ers, %hose reported e&perience %ith a fir#, its

products, or its serices ratin!s e&ceeds specified satisfaction !oals"

)t is seen as a 'ey perfor#ance indicator %ithin business and is part of the four of a 0alanced

.corecard" )n a co#petitie #ar'etplace %here businesses co#pete for custo#ers, custo#er

satisfaction is seen as a 'ey differentiator and increasin!ly has beco#e a 'ey ele#ent of business

strate!y"

Within or!ani1ations, custo#er satisfaction ratin!s can hae po%erful effects" They focus

e#ployees on the i#portance of fulfillin! custo#ers$ e&pectations" 2urther#ore, %hen these

ratin!s dip, they %arn of proble#s that can affect sales and profitability" These #etrics uantify

an i#portant dyna#ic" When a brand has loyal custo#ers, it !ains positie %ordof#outh

#ar'etin!, %hich is both free and hi!hly effectie"

)n researchin! satisfaction, fir#s !enerally as' custo#ers %hether their product or serice has

#et or e&ceeded e&pectations" Thus, e&pectations are a 'ey factor behind satisfaction" When

custo#ers hae hi!h e&pectations and the reality falls short, they %ill be disappointed and %ill

li'ely rate their e&perience as less than satisfyin!" 2or this reason, a lu&ury resort, for e&a#ple,

#i!ht receie a lo%er satisfaction ratin! than a bud!et #otelHeen thou!h its facilities and

serice %ould be dee#ed superior in QabsoluteR ter#s"

The i#portance of custo#er satisfaction di#inishes %hen a fir# has increasedbar!ainin! po%er"2or e&a#ple, cell phoneplan proiders, such as AT Tand 7eri1on, participate in an industry

that is an oli!opoly, %here only a fe% suppliers of a certain product or serice e&ist" As such,

#any cell phone plan contracts hae a lot of fine print%ith proisions that they %ould neer !et

a%ay if there %ere, say, a hundred cell phone plan proiders, because custo#er satisfaction
http://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Cell_phonehttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Verizonhttp://en.wikipedia.org/wiki/Oligopolyhttp://en.wikipedia.org/wiki/Fine_printhttp://en.wikipedia.org/wiki/Technical_termhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Balanced_Scorecardhttp://en.wikipedia.org/wiki/Bargaining_powerhttp://en.wikipedia.org/wiki/Cell_phonehttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/AT%26Thttp://en.wikipedia.org/wiki/Verizonhttp://en.wikipedia.org/wiki/Oligopolyhttp://en.wikipedia.org/wiki/Fine_print


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%ould be %ay too lo%, and custo#ers %ould easily hae the option of leain! for a better

contract offer"

There is a substantial body of e#pirical literature that establishes the benefits of custo#er

satisfaction for fir#s"

/urpose

Custo#er satisfaction proides a leadin! indicator of consu#er purchase intentions and loyalty"

Custo#er satisfaction data are a#on! the #ost freuently collected indicators of #ar'et

perceptions" Their principal use is t%ofold

Within or!ani1ations, the collection, analysis and disse#ination of these data send a #essa!e

about the i#portance of tendin! to custo#ers and ensurin! that they hae a positie e&perience

%ith the co#pany$s !oods and serices

Althou!h sales or #ar'et share can indicate ho% %ell a fir# is perfor#in! currently, satisfaction

is an indicator of ho% li'ely it is that the fir#$s custo#ers %ill #a'e further purchases in the

future" Much research has focused on the relationship bet%een custo#er satisfaction and

retention" .tudies indicate that the ra#ifications of satisfaction are #ost stron!ly reali1ed at the

e&tre#es" On a fiepoint scale, indiiduals %ho rate their satisfaction leel as Q


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The needs to satisfy custo#er for success in any co##ercial enterprise is ery obious" The

inco#e of all co##ercial enterprise is deried fro# the pay#ents receied for the products and

serices supplied to its custo#ers" )f there is no custo#er there is no inco#e and there is no

business" Then the core actiity of any co#pany is to attract and retain custo#ers" )t is therefore

no surprise that /eter Druc'er the reno%ned #ana!e#ent Guru, has said Qto satisfy the

custo#ers is the #ission and purpose of eery businessR"

.atisfaction of custo#er is essential for retention of custo#er$s and for continuous sales of the

products and serices of the co#pany to custo#ers" This establishes the needs for and the

i#portance of custo#er satisfaction" The satisfaction of consu#ers is different fro# one to

another" 0eca#e, each consu#er has the different behaiour in their life" .o, the #ar'eter

satisfies the consu#er, he #ust ery %ell 'no% the behaiour of consu#er"

RE%IEW OF )ITERATURE

Li'in! to%ards the brand itself can influence li'in! for the brand +a%'ins, 0est Coney,

3@@4" +o%eer accordin! to study by 0iehal, .tephens and Curlo 3@@4 %hether consu#ers

li'e or disli'e the product does not necessarily lead to brand acceptance or re(ection" .o, een

thou!h consu#ers #ay li'e the product that they see, it does not necessarily #ean that they %ill

!o out and buy the brand" -sually the consu#er uses their attitude to%ards the product in brand

choice eualed that of attitude to%ards the brands"


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.M)T+ MA9.+AL 4JJJ Custo#er satisfaction #easures the custo#er perceptions$ of ho%

%ell the co#pany deliers on the critical success factors and di#ensions of the business" These

usually include factors li'e serices pro#ptness, staff responsieness, and understandin! the

custo#er$s proble#"

AD9)AN T+OM/.ON 4JJ4 that consu#ers feel alued %anted and loed %hen

3" Encoura!e face to face dealin!s"

4" 9espond to #essa!es pro#ptly and 'eep your custo#ers infor#ed"

M)L.ON 4JJ8 found that seeral authors #aintain that it is nothin! short of folly to teach rules

and #ar'etin! staffs the fe%er points of uality control in the #anufacturin! process, for!ettin!

that it is these ery people %ho hae the #ost direct contact %ith the co#panies$ custo#ers"

AL7)N A09A+AN AND AN)L NA)N 4JJ8 in their title Qcusto#er state#ent redesi!nR

i#proin! custo#er satisfaction and reducin! cost" -tility co#panies al%ays tar!et to proide

better serices and solutions to their custo#ers" Custo#er state#ents in the utilities industry act

as direct interfaces %ith %hich the industry interacts %ith its custo#ers" This paper proides ho%

the custo#er state#ents %ere redesi!ned to proide custo#er satisfaction throu!h a better loo'

and feel %hile in the process proidin! cost sain!s to the co#pany"

KELL6 W+)TNE6 4JJ= Custo#er adocacy and custo#er satisfaction the typical

#easure#ents around custo#er satisfaction of serice deliery are custo#er adocacy or

custo#er loyalty is typically ery different and there are uestions around %illin!ness to


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repurchase and %illin!ness to reco##end you to others "6ou can #a'e a custo#er satisfaction,

but they %ill really reco##end you to others, and %ill they really repurchase fro# you a!ainI

-nless you as' these uestions, you %on$t 'no%" There is nothin! li'e the oice of custo#ers"

A .A9)NGA/AN) 4JJ= )t is a proen fact that cost of retainin! custo#er is #uch lo%er than

acuirin! a ne% one and C9M helps the industry not only buildin! relationship but also financial

returns"

.9EEK-MA9 / 4JJ> Custo#er attitude and custo#er perceied alue can be i#proed by

#ana!in! custo#er interactions under the %ider perspectie of CEM" -nderstandin! the arious

e&perience points especially under the co#ple& eniron#ent of #any outsourced functions, and

#ana!in! the# %ith the use of releant )T TOOL. can ensure less custo#er attrition and lon!

ter# profitability" The focus should shift fro# operations and serice based C9M to total CEM

by analy1in! the #ultipoint custo#er interactions and understandin! that custo#er satisfaction

needs a holistic approach coerin! all possible contact points throu!h %hich custo#er e&perience

is deliered"


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C+A/TE9:

DESI,N OF THE STUD&

RESEARCH O1;ECTI%E

>" To study the fast food industry in )ndia, its #ar'et si1e and #a(or players"

?" To analy1e the custo#er satisfaction to%ards /i11a +ut"

@" To study the factors considered by custo#er at the ti#e of selectin! fast food restaurant"

3J" To study %hich factor attracts custo#er for !oin! /i11a +ut"

33" To study the factors %hich need i#proe#ent in /i11a +ut as per custo#er"

RESEARCH DESI,N"

A research desi!n is the arran!e#ent of conditions for collection and analysis of data in a #anner

that ai#s to co#bine releance to the research purpose %ith econo#y in procedure" )n fact, the

research desi!n is a conceptual structure %ithin %itch research is conductedB it constitutes the

blue print for the collection, #easure#ent and analysis of data"

As in this type of research ) hae use the #ethod of descriptie researchdesi!n"

DATA CO))ECTION"

PRIMAR& DATA"

This data can be collected throu!h The infor#ation proided by the custo#er throu!h the

personal interaction %ith the help of uestionnaire" ;uestionnaire %ere filled up by people

isitin! /i11a +ut restaurant"


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.ECONDA96 DATA

This data %as collected throu!h any indirect source of infor#ation" ) collected usin! the

follo%in!"

3" 0oo's

78 Websites

?8 Ne-spapers

UESTIONNAIRE DESI,N"

) #a'e uestionnaire to 'no% %hich cate!ory of people satisfy for %hich 'ind of facilities they

are proided and %hat are their feedbac' and opinion about the product" )n this cate!ory the

factors included are such as features, uality, price of the product and satisfaction of the

custo#ers %ith their product, etc" this include 4 types of uestionnaires"

Open ended uestionnaires"

Closed ended uestionnaires"

Open ended uestionnaires )n this respondents are not bounded to ans%er %ithin a set of choices

and can !ie their o%n ie%s"

Close endedB uestionnaires in this respondents are bounded to ans%er %ithin a set of choices"

) hae desi!ned #y uestionnaire of Close ended uestions, Dichoto#ous, Multi choice as it is

#ore feasible to calculate and collect data fro# it and %ould be easily understand by eeryone"

SAMP)E DESI,N"

Sampe U!it" Custo#ers of /i11a +ut

Sampe Te+.!iues" 9ando# .a#plin!

Sampe Si:e "


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DATA ANA)&SIS

Data analysis %as done %ith the help of .i#ple percenta!e and !raphical #ethod" /ie and

0ar chart %as used to represent data"

)IMITATIONS OF STUD&

3" ) hae considered Ah#edabad City for surey because of ti#e and cost"

4" 2indin! of the study %as based on the assu#ptions that respondents hae !ien correct

infor#ation"

8" )nfor#ation proided by respondents #ay be biased"

:" The sa#ple si1e is co#paratiely ery s#all co#pared to the population and there are

chances that it #ay not represent the %hole population"

" The final conclusion can be also affected by so#e of the e&traneous ariables"

C+A/TE9 5 4 people a!rees that %ith the introduction of ne% ariety of /i11a, the nu#ber of isits

has increased"

:: people ans%ered that they li'e the food of /i11a +ut, 4: li'es its a#bience, 44

li'es the serice"

=4 of people oted for ery !ood serice leel by /i11a +ut follo%ed %ith 4= %ho

oted Good and then Aera!e by 3J and 0ad by 4"

@4 people beliee that /i11a +ut /roides hy!ienic product and the rest ? beliefs that

it does not proide hy!ienic product"

=? people %ere a%are that /i11a +ut underta'in! of social actiities for the !ro%th of

children"

== people says that /i11a +ut is not %ithin 4 '#s fro# their place %here as 8: people

say that it %ithin 4 '#s"

?? people states that they isit to other fast food shops also but 34 people says that

the do not isit any other fast food shop"

4> people isit K"2"C", 84people isits do#inoes, 48people isits sub%ay the rest

3? people isits other fast food stores"


48/54


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*#APTER 3

%'++E%TION%

7ollo!ing are the suggestionsG

As #a(ority of the population sureyed said %hen they hear %ord /i11a, /i11a +ut co#es

to their #ind" /i11a +ut should focus on adertisin! other food products also so thatpeople co#e not only for bur!er but for other food ite#s also"

/i11a +ut should pro(ect itself as restaurant for eery a!e of people instead of focusin!

on one se!#ent"

As /i11a +ut has to co#pete %ith other MNC restaurants li'e Do#ino$s , K2C, .ub%ay

and other local restaurants, it has to proide proper a#bience, uality of food and serice

%ith better and cheaper rate"

There should be #ore arieties of food ite#s in #enu so that people should hae all the

thin!s in one place"

More focus on hy!iene and healthy food should be there so that people li'e to co#e

freuently"

There should be #ore ne% ariety of /i11a in #enu to attract #ore people"

There should be #ore /i11a +ut outlet so that it should be %ithin reach of people and people

co#e easily"


50/54

There should be #ore adertisin! in different #edia so that there is a%areness about the

/i11a +ut outlet"


51/54

*#APTER /

)I)&IO+RAP#Y

)OOB%

PRIN*IP&E% O7 (ARBETIN+ by P#I&IP BOTT&ER

%.P.%harma >uantitative (ethodsFrst editionG12

*.).+upta %$hiCmen *onsumer )ehaviour Ffth edition13

HE)%ITE

!!!.pi""ahut.$om

!!!.!i6ipedia.$om

%%%"hindustanti#es"co#

*#APTER 8


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ANNE'RE

>'E%TIONNAIRE

Na#e******************************

A!e********************************

Contactnu#ber**********************

3"When you hear the %ord /i11a, does /i11a +ut has co#e in your MindI

6es No

4" )n your fa#ily %ho li'es to !o to /i11a +utI

Children /arents

Eeryone No one

8" With %ho# do you li'e to !o /i11a +utsI

2riends 2a#ily

Alone Other

:" +o% often do you !o to /i11a +utI


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Once a %ee' More than once a %ee'

Once a #onth 7ery rarely


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6es No

3J" What is the distance of the nearest /i11a +ut fro# your placeI

X4'"#" Y4'"#

,,. @o you go to any other fast food shop also

6es No

,1. If yes then !hi$h one

K"2"C Do#inoes

.ub%ay Other

,4. #o! mu$h you are !illing to spend at your visit

X 9s"3JJ Y 9s"3JJ

customer satisfaction towards pizza hut

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