Chapter4: DATA PRESENTATION AND DATA ANALYSISShan Shan Restaurant is a smallrestaurant which is located in Taungoo, Myanmar. The business has startedrunning in 2006.
It is a Chinese restaurant and offers (50) dishes. The survey using questionnaires wastaken in November 2007 in Shan Shan restaurant. There were (21) questions inthe questionnaire and the numbers of respondents are (50) customers and theresearcher 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 thequestionnaire 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 theage 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) yearsold, (9) respondents (18%) were between (31) to (40) years old, and the restwere above ages (41) that has (16) of (50) respondents, in percentage it wascalculated 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 andfemale who were participating in the survey. It can be seen clearly that thenumber of males is higher than the number of females. (54%) of respondents weremale, and (46%) of respondents were female.It was found that the respondents’ occupations in thissurvey 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 suchas doctors, teachers, housewives, etc. It can know that all various standards ofpeople can come to eat in this “Shan Shan” restaurant. In this survey, the researcher wanted to find out thecustomers’ education background as for more information. In regard with therespondents’ education level, most respondents are graduated persons andundergraduates and others have an equal number of respondents and therewere three times as many respondents as undergraduate respondents.
As theresult of survey, (30) customers (60%) are graduated people and undergraduaterespondents are (10) customers (20%), also the rest (10) customers (20%) haveother 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 overwhelminglydifferent, this research does not base on religious and the research surveyplace happens to be coincidentally Buddhist background. 4.1 Relationship betweencustomer satisfaction and service quality in the “Shan Shan” RestaurantThere are five questions in the questionnaire to analyze therelationship between customer satisfaction and service quality in the Shan ShanRestaurant. Figure 1: Frequency of Dinning at Shan ShanRestaurant Figure 1 is the same frequency with which the customer visits the Shan Shanrestaurant.
Show that (5) the respondents (10%) come to the restaurant everyday. In other words, these (5) regular customers who are interviewed areregular. It can see that (24%) of therespondents eat once a week (20%) of the respondents who arrive at therestaurant once a month and the rest of the respondents have different schedules(46%). Byknowing this information, Shan Shan restaurant has loyal and regular customers.
Figure 2: Spending for Lunch/DinnerThe Figure 2 is about customers spending their budget forlunch/dinner. As seen in this figure, not every customer is the same type onspending 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 ShanRestaurant. 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 respondentwho would like to spend the budget above (25000) MMK for a lunch/dinner.
According to this result, it can be assumedthat most people spend normally between (5000 to 10000) kyats in Myanmar and,the restaurant manager can set up the food price suitably by seeing normalspend amount range. Figure 3: Menu Variety ItemsThe researcher would like to find out customer satisfactionon Shan Shan Restaurant’s menu items. Figure 3 illustrated that there were norespondents who rated strongly disagree. Here is the greatest number ofrespondents who rated agree are 38 (76%) and the strongly agree respondents are11 (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 ofitems in Restaurant.
Figure 4: Tips for the waiter/waitressFigure 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. Inthe interview section, one of the interviewees stated that he had not paid thetipping price because of the impact on the waitress / waitress’s immoralsupport.Figure 5: Waiting TimeThere is required to know how longit takes to receive the customer orders at Shan Shan Restaurant. As seen in Figure 5, 38% say that customers arewaiting for orders over the expected time, which means they are satisfied withwaiting times and that more than half of the respondents (62%) choose thewaiting 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 allrestaurants and if the kitchen gets a lot of orders, customers stay longer thanexpected.4.2 Thecontributory factors to the level of customer satisfaction at “Shan Shan”RestaurantThe researcher would like to identify the contributoryfactors to the level of customer satisfaction at “Shan Shan” Restaurant. Figure 6: Hot and Fresh FoodAs above Figure 6, it can be said that is one of therating questions and asking about Shan Shan Restaurant’s food are hot and freshor not.
Here are different options like: Strongly Disagree, Disagree, Agree andStrongly Agree. There are no any respondents rating for strongly disagree anddisagree. This can be assumed that the restaurant always serves its dishes byusing fresh foodstuff. The greatest number of respondents for rating agree are(29) customers (58%) and strongly agree are (21) customers (42%). This resultcan assume that the customers who were visiting the “Shan Shan” Restaurant likeits food dishes very much.Figure 7: Food QualityIt is required to know how customers think the restaurant’sfood quality.
Figure 7 shows the survey result of this question. There is noone 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 ratedgood for the Shan Shan restaurant’s food, in percentage 53% and 40 %respectively. The lowest number of respondents between these three fair, goodand excellent rated excellent lower than others.
Therefore, the food in ShanShan Restaurant would not be excellent like luxury restaurant but their foodscan be tasty and flavorful. Figure 8: Employees Speak ClearlyThis part is the most important part of the questionnaires, which consistsof asking employees performance. Figure 8 shows that there were no respondents strongly disagree anddisagree with the employees who spoke clearly. The highest percentage ofrespondents is (74%), who (37) customers strongly agree. The lowest percentageis (26%) that (13) customers agree. This concludes that the employees of theShan Shan restaurant speak clearly as the wishes of the customers.
Figure 9: Service QualityThe Figure 9 shows how the customers rated the servicesprovided by the restaurant. There are four different opinions that respondentscan choose and rate the quality of the restaurant service based on theirsatisfaction. According to the figure, there is no customerresponds 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 thequality of the restaurant’s restaurant is not as good as that of the customerexpectation, even if the result does not abominable.
4.3 Customerexpectation and perception level towards service quality at “Shan Shan” RestaurantOne of the objectives in the study is to assess the level ofcustomer expectation and perception towards service quality at “Shan Shan”Restaurant and the researcher can discover it by seeing the followingdata. Figure 10: Reasonable PriceThe provided food should meet pricevalue 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 andalso disagree for Shan Shan Restaurant’s pricing. The highest percentage ofrespondents is (82%) that (41) customers rated “agree” and the rest (9)customers (18 %) rated in “strongly agree” for the pricing. It shows obviouslythat the customers satisfy the bill that they paid and the Shan Shan Restaurantdoes well arrange the food value with reasonable price. It is worth every pennyto 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 ofsauces, utensils, handkerchiefs, etc. In a restaurant, there is then necessaryto ask about it Shan Shan Restaurant afterwards. Figure 11 shows that there areno customers with very different assessments.
There are (5) customers (10%) whodisagree, (37) customers (74%) agree and (8) customers fully agree. It is clearthat the highest percentages of respondents (74%) and the lowest percentages(10%) are. This means that there is a big difference between the weakest andthe highest respondents. In fact, there is no impact on the guests and therestaurant.Figure 12: Restaurant’s DecorationOne of the majority factors that every restaurantshould consider is its decoration/design and it is also part of important inthe questionnaires. As shown in figure 12, only (3) customers give “excellent”point for Shan Shan Restaurant’s decoration, in percentage 6 % and that is thelowest 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, fairand poor is 16%, 48% and 30% respectively. There have large differentpercentages range between the lowest and highest respondents: 6 % for”excellent” and 30% for “poor”. Consequently, it can be concluded thatcustomers are not satisfied enough about the decoration of Shan ShanRestaurant. 4.
4 Theimpact of service quality dimensions on overall customer satisfaction at therestaurant Figure 13: Customer First ImpressionThe researcher already found outwhat the first impression on the restaurant was in the survey by askingcustomers. Here, there are (9) customers who have strongly impressed on ShanShan Restaurant, (21) customers have very impressed, (16) customers did notimpress and the rest (4) customers did not have any idea on the restaurant. Thehighest amount of respondent percentage is (42 %) very impression on therestaurant 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 amongvarious restaurants. The researcher tried to discover why customers chose ShanShan Restaurant. The questionnaire provided to easily answer by giving fouranswers: food, price, service and location. The results came out that customers(10) select food, customers (22) for price, (5) customers like servicecustomers and (13) customers choose location as reasons that came to the ShanShan restaurant.
The highest percentage of respondents (44%) refers to prices.Most customers come to the restaurant because of the prices, and customers canhave lunch / dinner with the normal amount of prices in this restaurant.Figure 15: Promote the restaurantFigure 15 shows respondents would recommend Shan ShanRestaurant to other friends, relatives or not. As seen in the Figure, thenumber of (46) customers (92%) would like to recommend, however the rest numberof (4) customers (8 %) would not do recommendation.
One of the customers saidhe would recommend this restaurant because of its pricing and menu items. Onthe other hand, one respondent said she would not recommend because she did notsatisfy the provided service and facilities. In the questionnaire, it had asked any suggestions toimprove the quality of service. All customers gave what they want and how therestaurant should provide as their suggestions for Shan Shan Restaurant.
Amongthem, one customer stated that the restaurant has lacked in providingfacilities and one student customer said that it would be better if therestaurant provides deliver service or Wi-Fi. Also another person gave adviceto 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 andfacilities in Shan Shan Restaurant.
5.1 SummaryThe aim of the research was to show how much thecustomer satisfaction to Shan Shan Restaurant service quality. The results showthat restaurant owners should focus more on these four factors of servicequality, physical design, product quality and price if they think customersatisfaction as part of their marketing strategy yet among all these fourvariables they should take service quality as the most important tool ofcustomer satisfaction.
All of the major elements of service quality in RATER (responsiveness,assurance, tangibles, empathy and reliability) framework are being used underheading of responsiveness to check the service quality that is contributingmaximum towards customer satisfaction in full service restaurant industry. The research was carried on as a questionnaire surveyenhanced by a structured interview and also, observation performed by theresearcher. The data collection methods and the implementation plan remainedthe same from the very beginning to the end of the process. For the benefit of knowing the restaurant’s owner inpersonally, the researcher did not face any problem during the survey and datacollection was also fluent and fairly easy to finish. The l questionnaire consists of total (21) questionsand these were used to set the results of service quality and customersatisfaction in the restaurant by categorized into five parts: social culturalbackground information of the respondents, relationship between customersatisfaction and service quality, contributory factors to the level of customersatisfaction, customer exception and perception toward service quality and theimpact of service quality dimensions on customer satisfaction at Shan Shanrestaurant.
The majority of the respondents in the customersatisfaction questionnaire were male. The structured interview was taken with (5)customers in the restaurant. Most customers who are above 41 years old weremore than others. People who have different occupation came to visit too butespecially staff from the company or government did. It can be considered thisrestaurant is mostly suitable for middle class person and students. In social and cultural background information of therespondents, 5 surveys were conducted like age distribution of the respondents,gender, occupation, education level and religious background. Here in agedistribution, 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 to10000) MMK for lunch/dinner in a restaurant and the respondents were (66%). Figure6 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 arestrongly agreed on speaking clearly of employees. Figure 12 describes the gradefor decoration of the Shan Shan restaurant. For these only (6%) of respondentsgave excellent but (30%) thought the restaurant’s decoration is poor.
Figure 14shows what is the reason why customers visiting the Shan Shan restaurant. Asthe result, most customers come to the restaurant because of reasonable priceby (44%) of respondents gave the same answer. And also, (92%) of respondentswould like to recommend the Shan Shan restaurant to other friends or relatives.5.2 ConclusionShanShan Restaurant itself is a small restaurant, family types of business atTaungoo city, in Myanmar. And started opening in 2006.
The restaurant offers (50)dishes and the prices are affordable for the customers. Themain objective of the survey is to study about thecustomer satisfaction towards Shan Shan restaurant service quality. To carryout this objective, the researcher did the survey using questionnaire at theShan Shan restaurant. In the questionnaire, there are (21) questions which wereasked to the respondents who are customers of the Shan Shan restaurant. The results of thequestionnaires determined that the customer satisfaction and service quality inShan Shan restaurant is fairly good enough. As this survey result, the restaurant has providedtasty and fresh dishes and the customers could choice various menu items withreasonable price. On the other hand, the researcher found out the restaurantneeds to provide in some factors. Actuallytalking about the services, the customers comment that the service provided bythe restaurant was slightly slow.
And the decoration of the restaurant is oneof the worst customer un-satisfactions, also lack of providing physicalfacilities such as television, speakers, sound boxes, Air-con. 5.3 Recommendation Thecustomers no need to worry about parking as there is parking facilities at therestaurant but the manager should think about the entertainment for thecustomers. There is only one television in the restaurant but it is not wellmanaged. Sometimes, they open music by speakers but there is lack of soundsystem, cannot hear from some tables and also it requires choosing carefullysuitable songs with environment. It only has (15) employees.
There are notenough waiters in the restaurant. At lunch time a lot of customers visit at thesame time then, it is difficult to manage everything for the waiter. Therefore,it would be better if the restaurant manager recruited some waiters for givingquick and better services than ever before. Mostof the customers commented that the food is quite good and tasty but in somecases, the menu list that is outside the door and inside is completelydifferent. It is not a good way to do so. It would be better to update both ofthem.
The decoration of the restaurant is not good for the customers. It doesnot appear that it is a nice restaurant from any angle. Therefore, theRestaurant manager should think about decorating it in a good order and needsto expand restaurant space more and add more tablesItis found that Shan Shan Restaurant missed to use the proper marketingstrategies.
To get attract on from the customers the restaurant should advertisethrough Pamphlet, Newspapers and F.M. Most of the potential customers do notknow about the restaurant. There can use social media as one of advertisingchannels for the restaurant. Nowadays, Facebook is becoming very popular.Everyone has Facebook. It would be better if the restaurant would advertisethrough Facebook. It can be said students are one important customer for therestaurant as it opened near university so the discount for them would beeffective.
And also the manger needs to create the promotion ideas such asloyalty program, door to door delivery program, offer coupons and discounts ortotal special menu with less price, etc. Foraddition, some customers have made comments that the restaurant should giveWi-Fi internet service when doing the survey. This is one consideration factfor the restaurant as using networking is rapidly growing more day by day andbecoming essential thing in daily life so if the restaurant provides this service,the restaurant would get new customers more.