Research Project Assignment 1 BTEC Nguyen Huu Phong 2017

Introduction
2
1.1 Formulate and record possible research project outline
specification
2
1.2 Identify the factors that contribute to the process of
research project selection
3
1.3 Undertake a critical review of key references
3
1.4 Produce a research project specification
6
1.5 Provide an appropriate plan and procedures for the
agreed project specification
7
Conclusion
7
References
8

1

1


Introduction
Nowadays, with the development of society, people's demand for food and drink is enhanced
and more demanding, which opens up a strong wave of competition from specialized
companies. Restaurants and food. These companies bring a lot of domestic and foreign
brands from regions to food regions of Thailand, Korea and Japan. More than anyone else,
there are many other factors to help customers accept the brands they bring.

In this report, I will analyze the customer satisfaction with the restaurant, one of the factors
that determine the success of a restaurant in particular and of the brand in general. This report
may be flawed but hopefully provides a general overview for people about customer
satisfaction when they come to enjoy at a restaurant of a certain brand.

1.1 Formulate and record possible research project outline
specification
The factors of Customer Satisfaction in Restaurant Service
As introduced in the Introduction section, I chose this topic for the report because there are
now a lot of restaurant brands in Vietnam and it is getting bigger and bigger because of the
food companies. Wanting to swallow the whole field. However, for a successful restaurant
brand, the customer factor is decisive and in which customer satisfaction is the most
important factor. What are the direct and indirect influences on customer satisfaction and
what other factors influence the customer's decision to choose a restaurant brand to serve?

Established in February 2008, Redsun-ITI Corporation has become one of the leading
companies in the field of culinary industry in Vietnam.
After more than 8 years of development, Redsun-ITI has confirmed its top position in the
culinary field with more than 10 big brands such as King BBQ, King BBQ Buffet,
ThaiExpress, Seoul Garden, KhaoLao, Hotpot Story, Sushi Kei. , Capricciosa, ...

2

2


Research outline:
-Introduction
-Literature review
-Methodology

-Data analysis
-Conclusion and recommendation.

1.2 Identify the factors that contribute to the process of
research project selection.
Over the past five years, we have gradually seen many restaurant brands appearing densely in
Vietnam such as King BBQ, Thai Express, KhaoLao, Shushi Kei ... Owned by RedSun ITI or
SumoBBQ, Gogi House, Vuvuzela, Cowboy Jack's, ... Owned by Golden Gate and many
other brands from companies to foreign countries in Vietnam. These brands are gradually
diversifying the food needs of customers from all ages across the country. It is the excitement
of this market that fierce competition among brands is heating up day by day. Each brand has
its own features and customer service to attract more customers and keep the loyalty of
existing customers. Customer satisfaction is the decisive factor in the competition of these
brands so in this report I want to study customer satisfaction when going to a restaurant.

This is a field of great interest and customer factors will determine the damage and success of
a brand. In this report I hope to help people better understand the factors that affect the
customer and whether they should decide whether to return. Certainly in the next 10 years
there will be hundreds more new brands appearing and the food industry will be much more
diverse.

1.3 Undertake a critical review of key references
Literature Review
Every restaurant now has the advantage of competing with its competitors in the same field.
These features are the know-how and experiences that each restaurant or brand experiences
through experience. It is these features that will help keep the restaurant and attract other
customers. In many studies in recent years, there are three main factors that directly
influence the satisfaction of customers when they come to eat at the restaurant is the quality
of service or service known. The restaurant for customers, the quality of the food and the bar
space are two factors that contribute to a strong impact on satisfaction.

3

3


Before we talk about these factors, let's talk about Parasureman's (1998) quality of service
evaluation theory in order to see what constitutes a good and quality service.
According to Parasunaman (1988) satisfaction is assessed based on five basic factors:
Tangibility, reliability, responsibility, assurance and empathy. Parasuraman is one of the
pioneers in researching service quality. These 5 elements were announced in a model called
SERVQUAL model.

SERVQUAL is understood as a measure of service quality and is widely used in service
industries and retail companies that provide goods to customers. In the past, SERVQUAL
was limited to such companies but now the model has been expanded and used by almost
every company in all areas. Depending on the different fields of business and industry, the
SERVQUAL model has different analytical approaches but in general its purpose is to
evaluate the quality of service a particular brand brings. In this article is the quality of service
of a restaurant. Let's briefly talk about the elements in this model.
-Tangibility: This factor is used to measure the customer's level of satisfaction with the
facilities, restaurant space and other tools and equipment used to serve customers better. In
general, this element evaluates the physical things that the customer directly sees and acts on
-Reliability: This factor is used to measure the trustworthiness of the customer in relation to a
particular brand and in the article as a restaurant. Commitments and promises and get the
brand or restaurant that fulfills the commitment.
-Responsiveness: This weakness measures the willingness to serve and the desire to bring the
best to the customer of the particular employee and of the restaurant or the brand in general.
It is also the ability to solve unexpected problems quickly and reasonably to help customers
be satisfied
-Assurance: This factor is mainly the professionalism, safety and high expertise of the staff

that the brand or restaurant brings to help customers peace of mind and satisfaction.
-Empathy: This factor shows empathy and caring, caring customer care and reasonable.
Always give customers a sense of respect and nature, meet the needs of customers.
Research “Perceived Service Quality In Restaurant Services: Evidence From Mauritius” of
Prabha Ramseook-Munhurrun, University of Technology, Mauritius, The purpose of this
study is to investigate service quality dimensions in retsuarant services.
At the same time, we apply this theory to three factors that affect customer satisfaction when
it comes to dining at a restaurant in a research: “Measuring the Mediating Role of Dining
4

4


Experience Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of
Casual Dining Restaurant in Jakarta” to talk clearly about 3 factors that affects to the
customer satisfaction.

In this study, it is easy to see clearly the dining experience of a customer at a restaurant, also
known as customer satisfaction, that is influenced by three factors: food quality, quality of
service Serve, and space bar. If one of the three factors is badly affected and does not receive
much customer satisfaction, overall customer satisfaction is reduced significantly. If a
restaurant or a restaurant wants a high level of customer satisfaction, then the restaurant must
do well in all three areas, of course not perfect, but must be above average and Reach good if
the restaurant wants loyal customers and attract more customers.
Ivyanno U. Canny distributed questionnaire surveys of customer satisfaction based on these
three factors and distributed them at two restaurants in South Jakarta. These survey forms are
provided to customers after they have paid their meals to help the restaurant understand and
receive customer feedback. This is also a common way that restaurants are now not only in
Vietnam but around the world are applying to help improve the quality of service and
customer satisfaction when they come to eat.

In VietNam, research "The influence of service quality on customer satisfaction and loyalty at
restaurant in Ho Chi Minh city - Vietnam" by Nguyen Thi Bich Dao - Nguyen Hieu Tin.

5

5


In this study by two persons of Ton Duc Thang University also showed the popularity of the
SERVQUAL theory. In their study, these two factors have the strongest impact on the loyalty
of customers in Ho Chi Minh City for a restaurant brand.
In general, we can see the application of SERVQUAL theory to customer satisfaction
research as a necessity as it will help us better understand and thereby optimize more strongly
the five key factors to help. Increase the level of satisfaction. Besides, the quality of food and
bar space is not overlooked as it is also important for Asian culture.

1.4 Produce a research project specification
Research Methodology
In this section I will summarize the customer satisfaction study process for brands owned by
RedSun ITI Company. I designed a questionnaire based on the SERVQUAL model. The
study was conducted using a questionnaire to measure customer satisfaction with the
restaurant as other brands are doing around the world. My target audience is between 18 and
35, young people and middle-aged parents with a realistic look and feel of satisfaction.

-Environment affects to customer satisfaction
This is a factor that I think is necessary, a good space will help customers enjoy a great meal.
- Service Quality affects to customer satisfaction
Surely this is an indispensable element, it is the special point of each brand and direct impact
on the customer
-Food Quality affects to customer satisfaction

Delicious food will definitely get great satisfaction from customers, especially those who are
only interested in this factor.
- Popularity affects to customer satisfaction
In my opinion, this factor should be added as the customer's satisfaction with a brand is its
popularity.
Data analysis
First of all, I will choose two restaurants in RedSun ITI's restaurant chain and I will send this
questionnaire to the two restaurants for a survey and direct it to customers of these two
restaurants. The data is exported to Excel and I will use Google Form to create a
questionnaire.

6

6


1.5 Provide an appropriate plan and procedures for the
agreed project specification
Daily
Step 1: Ideal and market research
Step 2: Search for information and analyze data.
Step 3: List the target audience
Step 4: Carry out the survey and collect the
results
Step 5: Complete research topics

1

2

3

4

5

6

7

8

9 10

Step 1: Ideal topic and market research.
I spend 2 days out to study the market and get ideas. I tried many ideas and faced many
difficulties but finally decided to choose this topic.
Step 2: Search for information and analyze data.
I am looking for competitions and information about 2 big food companies in Vietnam and
also the most famous company in the country. From there, we analyze some relevant
information to see the competition of these companies.
Step 3: List the target audience + Step 4: Carry out the survey and collect the result.
I sent my surveys to two RedSun INIT restaurants and surveyed their loyal customers who
expect the survey to reach 30 of these restaurants to get their ideas. The most realistic idea
about the brand is trust. Then the data will be sent to me after 3 days and I will analyze it
more carefully to give the results.
Step 5: Complete research topics.
After obtaining information, data and related stuff. I will summarize and write a complete
report on the topic.

Conclusion
Through this report, we will better understand the direct and indirect effects on customer
satisfaction and the fierce competition among brands, which also creates a positive response
and customer satisfaction. Will be the beneficiaries. Not only RedSun INIT but also many
other food companies will bring many brands to enrich the cuisine of Vietnam.
Recommendation
Because of the potential customers and loyalties of these two restaurants not only Vietnamese
and Asian but also European, the survey will be translated into English to obtain the most
diverse and realistic survey results.

7

7


References
•

•
•
•
•

8

Dao Nguyen, Tin Nguyen (2015) The influence of service quality on customer
satisfaction and loyalty at restaurant in Ho Chi Minh city - Viet Nam, Available at:
/>%20SERVICE%20QUALITY%20ON%20CUSTOMER%20SATISFACTION
%20AND%20LOYALTY%20AT%20RE~.pdf (Accessed: 25 July 2017)
Ivyanno U. Canny (2014) Measuring the Mediating Role of Dining Experience

Attributes on Customer Satisfaction and Its Impact on Behavioral Intentions of Casual
Dining Restaurant in Jakarta (25 July 2017)
Nguyen Thi Bich Dao - Nguyen Hieu Tin
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of
service quality and its implications for future research. The Journal of Marketing,
49(4), 41-50.
Prabha Ramseook-Munhurrun (2012) Perceived Service Quality In Restaurant
Services: Evidence From Mauritius, Available at:
(accessed: 25 July 2017)

8