Table of Contents

1.
Synopsis.....................................................................................................................................3

2. Literature
Review... ..................................................................................................................3

4. Theoretical
Framework..............................................................................................................6

5. Research
Methodology..................................................................... .........................................7

6. Research
Process...................................................... ................................................................8

7.
Sampling........ ............................................... .........................................................................10

8.
Data.............. ............................................... ...........................................................................10

9. Data Analysis
Procedures...... ..................................................................................................11

10. Anticipated Results, Scope and

Limitations.................................................................... ......12

11.
References............................................... ..............................................................................13

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 Executive Summary

Customer Satisfaction is among the most important procedures in the food industry and is also
identified as the key to upmost success of the business which is facing competition. Customer
satisfaction also plays an important role to determine the exit barriers and ultimately the profits.
So, this is the essential to consider into account the “voice of the customer” along with
developing marketing strategies. And following delivering services, this is also equally
important to check how good the expectations of customers have been met.

This research paper is an attempt to discuss the various parameters taken into account by food
industry while developing customer satisfaction strategies. These parameters have been weighed
against each other by using sampling and other measuring techniques. This study determines
customer expectations and satisfaction of hospitality services offered in Australia and suggests
management the changes required to tap the necessary customers. This study is a significant
determinant of passengers’ buying behavior which can be crucial to the long-term survival of
some food chain outlets.

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1. Synopsis

Delivering, communicating, creating and understanding customer value and satisfaction are at
the very centre of the modern practices in marketing. The customer, rather than the phenomenon
of marketing, is at the heart of the philosophy of modern business, and customer service
satisfaction is the main agenda. Customer satisfaction has been raised as a main intermediary
intention in the operations of service due to various benefits it carry to the firms which is in food
chain operations and processes has become very critical. As the competition created by the
various deregulations has become intense, the kind of service quality in the sector of food and
health has also withdrawn more attention. The precise delivery of the high level of service
quality by the fast food companies has become a requisite of marketing in current days.

Australia’s dynamic fast food chain sector is being redefined by the changing regulation
policies, increased privatization of airports and growing infrastructure developments. And the
major development was emergence of the high technology based machines which have become
an essential component of the food industry. (Adapa, 2008)

In the service industries such as food and beverage, the characteristic features of the services
need that managers, mostly frontline managers, identify the needs of customer and his
expectations along with keeping the promises. The research attempts to analyze the various
parameters which the customers perceive are important to enhance their personnel experience.
We have considered various parameters which the customers look into while opting to subscribe
services with a particular food chain. A detailed, comparative study of these factors would
enable the firms to develop proper marketing strategies to deliver customer satisfaction, and also
will help customers who are particular about certain features to choose one fast food joint over
the other (John, 2010)

Research Design -

• The topics which are covered under the term called “research design” can be very wide-
ranging.
• Here, three types of research design are introduced:
♦ Descriptive
♦ Exploratory
♦ Causal

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 • Our goal is to bring an introduction of the research scope and also get a view of the
options available for customizing any design for an organization’s research needs in
particular. Research design constitutes the blueprint for the collection, measurement, and
analysis of data.
♦ Research design helps the researcher to allocate different limited resources which are
presently available by making significant choices in the research methodology.
♦ We can also refer to the Research design as a structure and plan for investigation in
order to obtain answers for the specific research questions.
• Essentials of the research design are:
♦ Time and activity based plan.
♦ Some plan which is based on certain research question always.
♦ A guidance for selection of sources and information types.
♦ The Procedural outline to a research activity.

Classification of Designs
• Early in any research study, one faces the task of selecting the design to use.
♦ No simple classification system defines all the variations that must be considered.
♦ There are eight different descriptors of research design.

Degree of Research Question Crystallization

• A study may be exploratory or formal.
♦ The distinctions between the two are the (a) degree of structure, and (b) the
immediate objective of the study.
♦ Exploratory studies tend toward loose structures, with the objective of discovering
future research tasks.
– The immediate purpose is usually to develop hypotheses or questions for future
research.
– Our study on the Australian fast food chain industry or in particular about
McDonalds is also exploratory in nature which gives in various deep insights into
customer behavior and help us devise our strategies to optimize the customer
satisfaction.
♦ The formal study begins where the exploration leaves off—with a hypothesis or
research question.
– It also involves precise procedures and data source specifications.

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 – The goal of a formal design is to test the hypotheses or answer the research
questions posed.

4. Theoretical Framework

Fig. 1

Customer
Satisfaction in
the Indian Food
industry

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5. Research Methodology

Step 1: Define Objective.

Step 2: Design online questionnaire using Google-Docs.

Step 3: Send online questionnaire to people of different demographics and of different age
group.

Sample Size: Sample size is an important interest of researchers. The sample size profoundly
affects the cost and duration of a study. Sample size is estimated to achieve a certain statistical
power and a careful sample size analysis can predetermine the success of a study or experiment.

Sample Type: We intend to use Simple Random Sampling. Our target group will be above 18
years of age spread across various demographics and regions. We have randomly selected the
sample for the research.

Response Rate: To have more consistent results we will ensure the inconsistent or contradictory
responses are edited.

Research Methodology

Fig. 2

6. Research Process

Problem Statement
What factors influence the satisfaction of customer availing services or products of a fast food
joint ?

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Research Objective
1.To study the factors such as price, variety of food, space availability and delivery services etc.,
that affect the customer satisfaction levels of a customer.
2.To identify the relationship between factors that affect the satisfaction of customers and thus
the preference of fast food chains based on these factors.

Research Scope
The research will be based on the study of the Customer Satisfaction in the Australian Food
industry taking responses from various users across Australia.

Questionnaire
The questionnaire consisted of 17 questions in all. It consisted of questions for a better
understanding of the customer’s demographic information and also the various factors
responsible for the customer satisfaction. The ranking and rating scale was used to define the
independent and dependent variables.

Research questions (RQs) are refined statements of the specific components of the problem.

A hypothesis (H) is an unproven statement or proposition about a factor or phenomenon that is

of interest to the researcher. Often, a hypothesis is a possible answer to the research question.

Hypothesis –

Price is the only factor which is considered by the customer while selecting a fast food joint for
his meal.

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Variables
The main variables involved in the research are:
Perceived Availability of
Value sitting space
Customer
complaints Addressal
Brand

Loyalty
discounts Customer
Budget
Cordial Satisfaction
Staff
Delivery
services Branch
locations
Ease of
accessibility Type of food variety

Value
Added
Services

Types of Variables
The variables are categorized into the following different types of variables:

Independent Variables
1.Perceived Value
2.Customer complaints Addressal
3.Loyalty discounts
4.Cordial Staff
5.Delivery services
6.Ease of accessibility
7.Value Added Services

Dependent Variables
1.Customer Satisfaction

Moderating Variables
1. Branch locations
2. Type of food variety
3. Availability of sitting space
4. Brand

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Intervening Variables
1.Budget

7. Sampling

Target Population: Middle and upper class salary individuals between the ages of 18 to 60
years.
Sampling Frame: An Online Questionnaire was circulated to the target population.
Sampling Technique: Convenience. Simple Random Sampling
Sample Size: 100
Execution: Online survey was conducted and some 76 responses were captured.
Response Rate: Out of 100 people, 76 responded to the survey and the data collected was all
valid and proper.

The sampling decisions flow from two decisions made in the formation of the management-
research question hierarchy:
➢ The nature of the management question
➢ The investigative questions that evolve from the research question.
These decisions are influenced by:
➢ Requirements of the project and its objectives
➢ Level of risk the marketer can tolerate
➢ Budget
➢ Time
➢ Available resources
➢ Culture

Ethical Issues

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Classification of Research Ethics
• The standards or norms of behavior which are guiding the moral choices related to our
relationship and behavior with others can be termed as Ethics..
• The aim of ethics within any research is just to make sure that at any point of time there
is no harm to anyone or suffers any kind of adverse consequences due to the research
activities.
♦ Some of the Unethical activities include things like:
– Violation of agreement of nondisclosure
– Break of respondent confidentiality
– Misrepresentation of results
– People being Deceived
– Invoicing irregularities
– legal liabilities being avoided

Also , some study conducted recently has shown the almost 80 percent organizations who
responded had adopted a very ethical code of conduct.

8. Data

Questionnaire

The questions asked in the survey covered the broad aspects of demographics of consumers,
banking and brand preference, and various other factors that compel the consumers to purchase
the service of any particular banking.

First few questions like age, gender, occupation, marital status, income etc. were to know the
basic profile of the target group. The frequency of consumption and the services expected are
few of the important questions that will drive the analysis.

In this service demanding society, what motivates a consumer to prefer a brand and the benefits
the consumer drives from them are asked in the survey in the form of rating questions. Eg.
Strongly agree, agree and strongly disagree etc.

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Questionnaire details

Name: *

Occupation: *

Student

Businessman

Private Service

Government Service

Others:

Gender: *

Male

Female

Age: *

18 - 22

23 - 29

30 - 39

>40

What is your monthly Income (In case of students, please enter your monthly budget): *

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 <= 20000

20001 - 35000

36001 - 50000

50001 - 100000

> 100000

Do you eat out at fast food joints like McDonalds?

Yes

No

If yes, how many times do you visit McDonalds in a month?

1-3

4-6

7-9

10 or more

What factor you consider most when you choose a fast food joint?

Price

Restaurant Timings

Delivery services

On time food preparation

Ease of availability

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 Cordial staff

Please give your preferences for the choice of the fast food joint (Rank 1 to 5 with 1 being most
preferred and 5 the least preferred)?

1 2 3 4 5

In house facilities

On time food
preparation

Ease in location and

availability

Attractive value for

price

Hospitality

Does the service of complimentary meals at certain occasions enhance your satisfaction?

Strongly Disagree

Disagree

Does not matter

Agree

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 Strongly Agree

Does a frequent visitor program which offers you discounts for your next visit enhance your
satisfaction?

Strongly Disagree

Disagree

Does not matter

Agree

Strongly Agree

Are comfortable seating, good leg space and video/music facilities provided by the fast food
joint like McDonalds your priority in deciding your choice ?

Strongly Disagree

Disagree

Does not matter

Agree

Strongly Agree

Do you prefer home cooked food over these fast food chain outlets as they might not be healthy
enough ?

Strongly Disagree

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 Disagree

Does not matter

Agree

Strongly Agree

Do the hospitality services of the restaurant affect your decision to visit it more frequently ?

Very unlikely

Unlikely

Does not matter

Likely

Very Likely

Do the advertisement and promotions of a particular brand of fast food chain tend to influence
your decision to visit it ?

Very unlikely

Unlikely

Neither likely nor unlikely

Likely

Very Likely

Does the tie up of the chain with a credit card company or the availability of certain discounts
or gift offers affect your decision to visit the chain ?

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 Yes

No

Sources of Data

Primary Data
Primary data is generally collected through researches, surveys and experiments. It consists of
information gathered for some specific purposes. We have conducted online survey and used the
responses of survey for further analysis, thus we can say that we have used primary data for our
analysis.

Secondary Data
Secondary data consists of information that already exists and research was conducted by
someone else in that area. We have used secondary data for literature review.

Data Collection and Compilation:

For the collection of the data, the survey questionnaire will be launched among the respondents of the
study after taking the necessary permissions from the authorized institutions of the universities.
We propose to collect data for this study using both quantitative and qualitative methods. Since several
problems had been faced previously in the online collection of the research data in similar studies
conducted in the past, a blend of quantitative and qualitative research is suggested. This will involve
both face-to-face interviews using the questionnaire as the main tool and online filling of the same.
The data is proposed to be compiled in Microsoft Excel which can later be imported to the statistical
tool we are proposing to use. The data can also be divided into 2 sets – one on the basis of gender
(male or female students) and another on the basis of whether the customers are presently accessing
banking services or not and the responses can be compared across these categories to better understand
the perception trends.

9. Data Analysis Procedures

The data will be analyzed in a computer environment. For the statistical analysis of the research data,
we recommend “SPSS 16.0” for Windows.
The analysis of the research data will include descriptive statistics such as the calculation of the
frequency, percentage, mean, standard deviation and mode. These statistics can be applied

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 to a majority of the questions which involve rating the online education parameters and help us
determine the preference trends for the parameters. Further this can help us ascertain the
parameters where online education lacks as per the students.
In order to determine whether there will be significant difference in the perceptions of students
regarding online education and traditional class room teaching, one-way ANOVA can be run.
In order to understand the dependency of the decision to enroll for online education on
different factors, CHI-SQUARE test can be used. Correlation coefficient can also be
determined here to find the level of dependency between the parameters and the decision to
enroll for online education.
In order to find answers to the basic research question of what more could be done, the related
literature and the response to the open ended question in the questionnaire can be
reviewed in depth. Studies conducted in the past and the current on-going studies will be
gathered in line with expert views.

10. Anticipated Results, Scope and Limitations

The data analysis will give the following results regarding online education:
The customers’ perceptions regarding the quality of food at these fast food joints vis-a-vis the
traditional home cooked food.
The scope and potential of fast food chain services in Australia
The strengths and weaknesses of this food sector in the different parameters
The scope of improvement in the fast food industry standards

TIMELINES, MANPOWER & SKILL SET

The research is expected to get completed in a time span of 1-2 months which include both data
collection and data analysis and interpretation. The data collection can be completed in a span of 2-3
weeks and the remaining 2 weeks will be the data analysis and interpretation. As already discussed,
the data collection will be through face-to-face interviews and online filling using the questionnaire. A
group of some 10-15 persons will be needed to conduct the face-to-face interviews based on the
questionnaire prepared
SCOPE AND LIMITATIONS
The scope of the study is limited to a sample of senior students and office goers.
One big limitation of the study is that it does not capture the other stakeholders of fast food
chain firms like the CEO, the Employees, and the Government. Before deciding on the
effectiveness and the control factors of food industry, all the possible stakeholder opinions
must be considered.

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 The sample is assumed to be a fair representation of the universe of the study because of time
and man power constraints and difficulties in reaching the entire population.
While collecting the online responses, there will be doubts regarding the credibility of the
results because of the fact that people are usually careless when filling online questionnaires.
Hence the online survey should be floated to a larger and wider number of students to nullify
the errors and invalid responses.

11. References

1. Apra.gov.au (2010). Australian Banking Statistics. Accessed on 13th August 2010 from:
http://www.apra.gov.au/statistics/australian-banking-statistics.cfm
2. Myers, V. (1961). The Control of Consumer Credit in Australia. Accessed on 15th August
2010 from: http://www.jstor.org/stable/2977336?cookieSet=1
3. Sykes, T. (1998). Australia’s Banking History. Accessed on 14th August 2010 from:
http://www.abc.net.au/money/currency/features/feat3.htm
4. Henckel, T. (2010). Australia lifts its bank guarantees. Accessed on 12th
August2010 from: http://www.eastasiaforum.org/2010/03/11/australia-lifts-its-
bank-guarantees/
5. Adapa, S. (2008). Adoption of Internet Shopping: Cultural Considerations in
India and Australia. Accessed on 17th August 2010 from:
http://www.arraydev.com/commerce/JIBC/2008-08/Adapa.pdf
6. Ishmael, s. (2005). Forget banking. In Australia, it’s the miners who make the
dosh. Accessed on 13th August 2010 from:
http://ftalphaville.ft.com/blog/2010/05/05/220741/forget-banking-in-australia-its-
the-miners-who-make-the-dosh/
7. John, F. (2010): The future of Australian banking: introduction and overview.
Accessed on 15th August 2010 from: http://www.accessmylibrary.com/article-1G1-
155476620/future-australian-banking-introduction.html

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 8. Mahaptra, D. (2007). Measuring Customer Satisfaction in food industry.
Accessed on 16th August 2010 from:
http://www.indianmba.com/Faculty_Column/FC328/fc328.html
9. Pritchard, J. (2007). Study: Customer Satisfaction with Online Banking.
Accessed on 15th August 2010 from:
http://banking.about.com/b/2007/04/17/study-customer-satisfaction-with-online-
banking.htm
10. Bhalakrishnan, H. (2006). A study on customer perception in food industry
using gap analysis. Accessed on 17th August 2010 from:
http://www.scribd.com/doc/18544537/A-Study-on-Customer-Perception-in-
Banking-Industry-Using-Gap-Analysis

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