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

25 Table 6: Overall assessment of customer satisfaction with the quality of food and beverages at Pizza 4P’s Hanoi .... 30 Table 12: Overall rating of customer satisfaction with the staf

RESEARCH ON CUSTOMER’S SATISFACTION FOR THE 4P’S PIZZA RESTAURANT IN HANOI

MKT6 _ NANTES / IS-VNU

Student: LE MAI MAI Advisor: Dr Do Thi Binh

TABLE OF CONTENTS

INTRODUCTION 1

Chapter 1: GENERAL INTRODUCTION OF THE STUDY 4

1.1 Problem statement 4

1.2 The research question 4

1.3 The objective of the study 4

1.4 The objects and scope of the study 4

1.4.1 The objects of the study 4

1.4.2 The objects of the survey 4

1.4.3 Scope of the study 4

1.4.4 Time period 4

Chapter 2: LITERATURE REVIEW AND RESEARCH MODEL 6

2.1 Literature review 6

2.1.1 Theoretical Concepts 6

2.1.2 Theoretical model of customer satisfaction 8

2.2 Research Model 11

CHAPTER 3: INTRODUCTION OF ITBIZ AND THE 4P'S PIZZA 16

3.1 Overview of ITBIZ and 4p's Pizza Restautant 16

3.1.1 General introduction of ITBIZ 16

3.1.2 General introduction of 4p's Hanoi Pizza Restaurant 17

3.1.2.1 Overview of the formation and development of 4p's Pizza restaurant in Hanoi 17

CHAPTER 4: RESEARCH METHOLOGY 21

4.1 Data selection method 21

4.1.1 Primary data and data collection method 21

4.1.2 Secondary data 21

4.2 Data analysis method 21

4.2.1 Preliminary study 21

4.2.2 Official study 21

4.2.3 Study variables 21

Chapter 5 RESULTS AND RECOMMENDATIONS 24

5.1 General results of the study 24

5.1.1 Characteristics of the study sample 24

5.1.2 Analyzing customer concern about service factors, thence creating a base for

analyzing customer satisfaction in each factor 25

5.1.3 Levels of customer satisfaction with the quality of the food service at Pizza 4P’s Hanoi 27

5.1.4 Levels of customer satisfaction with the price factor at Pizza 4P’s Hanoi 30

5.1.5 Levels of customer satisfaction with the staff of Pizza 4P’s Hanoi 32

5.1.6 Customer Satisfaction Assessment for the Service Process 39

5.1.7 Customer Satisfaction Assessment for Facilities System 41

5.1.8 Customer’s satisfaction in the location of 4P's Pizza Restaurants in Hanoi 43

5.1.9 Communication, Interactivivity 43

5.2 Recommendations and suggestions 46

5.2.1 Recommendations 46

5.2.2 Suggestions 46

CONCLUSION 48

REFERENCES 49

APPENDIX 50

LIST OF TABLES AND FIGURES

Figure 1: US customer satisfaction index model 8

Figure 2: SERVQUAL quality service model 10

Figure 3: Recommended research model 12

Table 1: The relationship of research variables and variables in SERVQUAL 13

Table 2 : Business results of 4P's Hanoi Pizza restaurant from July 2017- March 2018 19

Table 3: Encoding variables in SPSS 21

Table 4: Customers’ career structure 25

Table 5: Analysis of customer concern about service factors at Pizza 4P’s Hanoi 25

Table 6: Overall assessment of customer satisfaction with the quality of food and beverages at Pizza 4P’s Hanoi 26

Table 7: Customer satisfaction with the flavor of the food and beverages of Pizza 4P’s Hanoi 28

Table 8: Customer satisfaction with the menu of Pizza 4P’s Hanoi 29

Table 9: Customer satisfaction with the layout of the food and beverages of Pizza 4P’s Hanoi 29

Table 10: Customer satisfaction with food safety in Pizza 4P’s Hanoi 30

Table 11: Customer satisfaction with the price policy of Pizza 4P’s Hanoi 30

Table 12: Overall rating of customer satisfaction with the staff’s knowledge at Pizza 4P’s Hanoi 32

Table 13: Customer Satisfaction on staff’s knowledge on menu at 4P's Pizza restaurant in Hanoi 32

Table 15: Customer Satisfaction on staff’s knowledge on taste at 4P's Pizza restaurant in Hanoi 33

Table 16: Overall assessment of Customer Satisfaction on the style and serving at 4P's Pizza restaurant in Hanoi 34

Table 17: Customer Satisfaction on staff’s appearance at 4P's Pizza restaurant in Hanoi 34

Table 18: Customer Satisfaction on Service Manner of staff at 4P's Pizza restaurant in Hanoi 35 Table 19: Customer Satisfaction on Preparation for customer of staff at 4P's Pizza restaurant in Hanoi 35

Table 20: Customer Satisfaction on the staff’s ability of Communication at 4P's Pizza restaurant in Hanoi 36 Table 21: Customer Satisfaction on staff’s ability to Understanding the customer at 4P's Pizza restaurant in Hanoi 36 Table 22: Overall assessment of Customer Satisfaction on the staff’s serving attitude at 4P's Pizza restaurant in Hanoi 38 Table 23: Customer satisfaction in careful and attentive staff at 4P's Pizza restaurant in Hanoi 38 Table 24: Customer Satisfaction on the staff’s listening and understanding attitude at 4P's Pizza restaurant in Hanoi 39 Table 25: Overall Assessment of Customer Satisfaction in the service process at 4P's Pizza restaurant in Hanoi 39 Table 26: Customer Satisfaction of the Serving process at 4P's Pizza restaurant in Hanoi 40 Table 27: Customer Satisfaction on the proper service of 4P's Pizza restaurant in Hanoi 40 Table 28: Overall assessment of Customer Satisfaction on the Facilities System of 4P's Pizza restaurant in Hanoi 41 Table 29: Customer Satisfaction on the Facilities System of 4P's Pizza restaurant in Hanoi 41 Table 30:Customer Satisfaction on the Music/Sound system of 4P's Pizza restaurant in Hanoi 42 Table 31: The satisfaction of customers in the space of 4P's Pizza restaurant in Hanoi 42 Table 32: Customer’s satisfaction in the location of 4P's Pizza Restaurants in Hanoi 43 Table 33: Overall evaluation of customer’s satisfaction in communication, interaction of 4P's Pizza restaurant in Hanoi 43 Table 34: The customer satisfaction of the promotion programs of Pizza 4P’s Ha Noi 44 Table 35: The customer’s satisfaction of the communication channels of Pizza 4P’s Ha Noi 44 Table 36: The customer’s satisfaction of the problem detection ability of Pizza 4P’s Ha Noi 45 Table 37: Customer’s satisfaction of the problem solving ability of Pizza 4P’s Ha Noi 45

ACKNOWLEGDEMENT

I would like to express my deepest appreciation to all those who provided me the possibility to complete this report A special gratitude I give to my dear project supervisor, [Ms Do Thi Binh], whose contribution in stimulating suggestions and encouragement, helped me to coordinate my project especially in writing this report I have to appreciate the guidance given by Dr.Binh Do as well as the panels especially in our project presentation that has improved our presentation skills thanks to their comment and advices

This research was supported by ITBIZ Marketing Agency I would like to give a special thank to my colleagues from ITBIZ, who provided insight and expertise that greatly assisted the research I am also grateful for “anonymous” reviewers for their so-called insights All of your support is really important to me in this research

COMMITMENT

I assure that this research was done by my self Metrics used in the research has a clear origin, published in accordance with the regulations The results of my thesis are self-explanatory, analyzing honestly, objectively and in accordance with the reality of Vietnam These results have not been published in any other study

INTRODUCTION Background of the study

Consumers around the world are increasingly stressed by lifestyle changes and longer working hours Fast connectivity, urbanization and household changes have significant impact on consumer purchasing decisions globally According to ITBIZ's research, more than a quarter of global consumers share that they search for products that make their lives easier (27%) and convenient to use (26%), while about 1/5 of consumers are looking for products suitable for small households (20%) and adjusted to specific needs (19%) ITBIZ sets the topic background based on that research applied to customer requirements on market research:

Society is growing, the pace of life is fast and rush, leading to the dramatic increase

in the demand for fast food and eating out at the restaurant instead of cooking at home which takes much time and effort However, for various purposes, some manufacturers and traders of restaurants and foods still use the irrational preservation measures and stimulants The articles on "dirty foods", "dirty restaurants" is no longer strange things With the increasing demand of foods, the issue of ensuring food safety becomes more and more alarming

Besides, there are also many articles on the bad attitude, even using the violence of restaurant staff to customers, causing consumers to panic when choosing the restaurants for family, relatives and friends

Thus, as a business in the restaurant and direct food production, Pizza 4p's Hanoi restaurant needs to be aware that customers are the key to the survival and development of the business Therefore, the satisfaction study to identify the level of customer satisfaction

so as to understand and find methods to improve the quality of service and satisfy the needs of customers is extremely important and necessary for the business

The structure of the study

Chapter 1: GENERAL INTRODUCTION OF THE STUDY

Chapter 2: LITERATURE REVIEW AND RESEARCH MODEL

Chương 3 : INTRODUCTION OF ITBIZ AND THE 4P'S PIZZA COMPANY

Chapter 4 RESEARCH METHODLOGY

Chapter 5 STUDY RESULTS AND RECOMMENDATION

Chapter I: GENERAL INTRODUCTION OF THE STUDY

1.1 Problem statement

After the success of two Pizza 4P’s restaurants in Saigon, Pizza 4P’s had a branch

in Hanoi for the first time in July, 2017 Bringing a new taste of pizza to Hanoi customers,

it is a combination of the Italian-style dishes and the Japanese-style service After nearly a year of appearance in Hanoi with a completely new menu from the existing pizza restaurants, perhaps apart from the press and the food experts, it is customer satisfaction rating for this service that is trustworthy This is the reason why the researcher carry out the study: Customer satisfaction rating for the catering service at the Pizza 4P’s Hanoi restaurant

1.2 Research question

- What were the customers satisfied with?

- What were the customers dissatisfied with?

- What are the customers’ desires and expectations from the restaurant?

1.3 The objective of the study

In this research, the objective is:

- To analyze the status of satisfaction of the customers in Hanoi with the food and service at Pizza 4P’s Hanoi

- To discover the shortcomings in the service process

- To propose the solutions to dealt with and improve the quality of service as well

as the quality of food and beverages

1.4 The objects and scope of the study

1.4.1 The objects of the study

Customer satisfaction with the quality of the food service of the restaurant Pizza 4P’s

1.4.2 The objects of the survey

Customers experient food and service at the restaurant 4P's Pizza 4P's Ha Noi 1.4.3 Scope of the study

Customers using the service at Pizza 4P’s during the survey period, customers in the restaurant’s customer list

- Time: Primary data from the survey at 4P's Pizza Restaurant from March 02nd to

General research methodology

- Approach to collect information from business objects

- Doing survey and direct interview with customers

Chapter II: LITERATURE REVIEW AND RESEARCH MODEL

2.1 Literature review

2.1.1 Theoretical Concepts

2.1.1.1 Definition of service

Researchers have come up with different definitions of the term "Service":

- According to Kotler (1991), "Service is an activity or benefit that a party may provide to another party in which it is intangible and does not result in ownership transfer.”

- According to Ph.D Nguyen Thuong Thai, chief author of Marketing Services, services involve five main characteristics:

 Intangibility: The service is intangible, making the customer's senses unrecognizable before purchasing service This is a major difficulty in selling a service compared to the sale of tangible goods, as it is difficult for customers to try, to assess, to imagine service and difficult for the service providers to dvertise Customers can only assess the quality of service through the brand and price

 Inserability: service provision and consumption occur simultaneously Service providers and customers must contact each other to provide and consume services at appropriate locations and times for both parties For some services, the customer must be present during the service delivery process

 Heterogeneity: Service can not be mass-produced and focused as commodity production The quality of service depends on the service provider, the time, the place and the way the service is provided Therefore, it is difficult to achieve an identical quality of service

 Perishability: service exists only at the time it is provided Thus, service can not

be mass-produced for stocking, when the market demands, it is available for sale

 Inability to transfer ownership: When purchasing services, customers are entitled to use the service, to enjoy the benefits that the service offers in a certain time This is different from buying a product, the customer can transferr ownership and becom the owner of the goods

2.1.1.2 Definition of Satisfaction

- Wrestbrook's (1980) study found that customer satisfaction was measured on the basis of objective judgment about the experience and results of purchase behavior This definition confirms that customer satisfaction can be measured on the basis of objective assessments with scales

- Brown (1992) conceptualizes customer satisfaction as the emotional state in which customer needs, expectations, and expectations for a product or service are met or beyond expectations This leads to repeat purchases, loyalty, and good word of mouth about the product / service / business to others This definition approaches satisfaction at the level, even above the expectations of the customer That leads to purchase behavior

- Kotler (1997) argues that customer satisfaction is a feeling of satisfaction or disappointment with results based on the comparison of the characteristics / performance

of the product / service realized through with initial expectations head of customer Kotler's definition of satisfaction has approach on both sides of satisfaction between satisfaction and disappointment It also shows how to measure satisfaction by the difference between the real and expectations of features, activities of products / services

- Oliver (1997) provides the general concept of satisfaction: the customer's complete response to the product / service that the business provides These are evaluations

of the characteristics of a product / service with a level of satisfaction expressed in all issues related to consumer activity, including the extent to which the transaction is completed or not

- Bitner and Zeithaml (2003) provide the definition of overall satisfaction as the customer's assessment of the product or service of how the product or service meets the needs and expectations of the customer

- Each definition shows a different perception of customer satisfaction In summary, we can define satisfaction as the feeling state of a customer when comparing the actual experience after using a service with what they expect before

Thus, it can be summarized and derived the characteristics of customer satisfaction from the above definitions:

- The emotional state of the customer can be satisfied or disappointed

- The level of satisfaction is based on objectively evaluation of the characteristics

of a product / service, comparing the actual experience after use with expectations before use

- Customer satisfaction is affected by feeling before, during, and after use

2.1.2 Theoretical model of factors affecting customer’s satisfaction

1.1.2.1 ACSI satisfaction study model

Customer Satisfaction Index consists of factors (variables), each element is made

up of many specific factors (indicators, items) of the product or service Customer satisfaction is defined as a comprehensive assessment of the use of a service or after-sales operation of a business and this is the core of the CSI model Around this variable is a system of causal relationships (cause and effect) that arises from initial variables such as customer expectations, enterprise image and product, perceived service and perceived value of the product or service that accompanies the result variables of satisfaction such as customer loyalty or customer complaints

Figure 1: US customer satisfaction index model

Source: community.verint.com

In the American Consumer Satisfaction Index (ACSI) model, the perceived value is affected by perceived service and customer expectations Then, customer expectations have a direct impact on the perception service In fact, the higher the expectations, the higher the customer service perception of the product or vice versa Therefore, the requirements for products and services provided to customers need to be guaranteed and satisfied on the basis of their satisfaction Customer satisfaction is based on perceived service, expectations and perceived value If the service and perceived value are higher than expected, it will create loyalty to the customer On the contrary, there will be complaints about the product they are consuming (Figure)

(Source: Research on the satisfaction of customers for the quality of Phong luu company warranty service_author: Tran Tham Minh Hoang)

From here, the satisfaction rating will be determined as follows:

Service satisfaction = perceived value - expectation (expectation value)

2.1.2.2 SERVQUAL quality service model

SERVQUAL was developed by Parasuraman, Zeithaml and Berry (1988) and is based on a five-gap model to measure service quality (Figure 3)

Service quality is defined as the customer's perception of the service quality of a particular firm based on a comparison of the firm's performance in service delivery to the customer's overall expectations with all other firms in the same service industry

To improve customer satisfaction, service providers must improve service quality

In other words, quality of service and customer satisfaction are positively correlated (positive relationship), in which quality of service is created before and it determines the satisfaction of customer

Initial research has identified 10 groups of service quality factors: reliability, responsiveness, serviceability, accessibility, courtesy, credibility, safety, customer understanding, and access However, in order to specify and characterize the scale factors, the SERQUAL model is now corrected down to 5 factors:

 Reliability: The ability to provide services as promised to customers

 Responsiveness: The willingness and readiness of the staff to provide the service promptly

 Assurance: It is expressed through the professional level to perform the service

The ability to serve is showed when staff interact with customers, employees directly perform services, research capabilities to capture the relevant information necessary for customer service

 Empathy: attentive service, special attention to customers and the ability to understand the unique needs of customers

 Tangibles: expressed in the appearance, the costumes of the service staff, the equipment supporting the service

Figure 2: SERVQUAL quality service model

Source: Parasuraman, 1991- Dr Arash Shahin, Department of Management,

University of Isafahan, Iran

In fact, the SERVQUAL scale consists of two parts, each with 22 statements The

desire for the service The second part is to determine the customer's perception of service performance That is, based on the specific service of the enterprise surveyed for evaluation The results of the study are to identify the gaps between the customer perceptions of the quality of service performed by the business and the expectations of customers for the quality of the service Specifically, according to the SERQUAL model, service quality is determined as follows:

Quality of Service = Perceived Level - Expectation Value

Through the empirical tests, the SERVQUAL scale is considered by many researchers to be comprehensive due to its overall capabilities and a reliable and accurate measurement of service quality With such advantages, the SERVQUAL model can be applied in various types of services such as restaurants, hotels, hospitals, schools, airlines, tourism, etc

However, this model also reveals the shortcomings: first, this model refers to the concept of "expectation value", this is a rather ambiguous concept Thus, the use of the SERVQUAL scale can affect the quality of the collected data, leading to a reduction in the reliability and volatility of the observed variables Secondly, although the SERVQUAL model is claimed to be applicable in all areas, in fact the researchers find that this model is not always appropriate In many cases, the SERVQUAL scale adjustment is too difficult Finally, the advantages cover all aspects of the service, so when designing the survey, the survey will be quite long, boring and time consuming for respondents This also affects the accuracy of the survey results

2.2 Research Model

Selecting the SERQUAL model as the basis for the research model for the study of Hanoi customer satisfaction on the quality of catering services of 4P's Pizza Restaurant, the advantage of the SERQUAL model can be applied in different types of services in a flexible way More importantly, the model is considered by many researchers to be quite comprehensive, valuable and reliable At the same time, there is an adjustment in accordance with the author's research objectives, adding to the position variable of a large-scale study that will increase the accuracy of the study For that reason, the researcher select the model as follows:

 Product (Food and beverages quality)

 Price

Table 1: The relationship of research variables and variables in SERVQUAL

SERVQUAL

PRODUCTS

Taste of the dish Tangibility Rich and varied menu Tangibility Ensuring food safety Assurance Beautiful decoration Responsiveness

LOCATION

Central location, it is easy to find and convenient for moving to the required locations

STAFF Resolving reasonably and satisfying

customers and keeping reputation for customers

Assurance

Remembering the menu, having enough knowledge and having the ability to answer questions about food products and beverages for customers

Responsiveness

VARIABLE NAME ANALYSIS VARIABLES IN

SERVQUAL

Good-looking Responsiveness Quick, standard and professional

Responsiveness

PRICE Affordable price, reflecting the

quality of service

Tangibility

FACILITIES The facilities are synchronous,

convenient, creating comfortable feeling

Tangibility

VARIABLE NAME ANALYSIS VARIABLES IN

CHAPTER 3: INTRODUCTION OF ITBIZ AND THE 4P'S PIZZA

3.1 Overview of ITBIZ and 4p's Pizza Restautant

The 4p’s Pizza is an customer of ITBIZ Marketing Agency

3.1.1 General introduction of ITBIZ

3.1.1.1 Overview of the formation and development

- Logo

Company name: ITBIZ CO., LTD

Address: Floor 3, Golden Palace, Le Van Luong

Telephone: 093.628.9999

Website: http://itbiz.asia/

Legal representative

Title: General Director

Name: Tran Tuan Thanh

 VISION

Vision of ITBIZ Co., Ltd is "Become a Professional Agency With the "Outsourced Marketing Department" model, ITBIZ does not only provides the best package services, but also optimizes the cost of marketing for customers by partnering with the major social networks such as Google and Facebook

Business services include:

 Customer market research service

 Overall marketing strategy consulting

 Implementing online and offline marketing campaigns

3.1.2 General introduction of 4p's Hanoi Pizza Restaurant

3.1.2.1 Overview of the formation and development of 4p's Pizza restaurant in Hanoi

- Logo

Company name: 4P's Pizza Restaurant in Hanoi

Address: No 2, Huyen lane, Ha Noi, Viet Nam

Telephone: 0120 803 4444

Website: http://pizza4ps.com/

Legal representative

Title: Deputy General Manager

Name: Gaku Yokokawa

In 2011, at the end of an alleyway on Saigon's thriving Le Thanh Ton Street, a small pizza restaurant called Pizza 4P's was born 4P's Pizza quickly became one of the most popular restaurants among 5,000 restaurants in Vietnam, according to Foody.vn Popular magazines like Forbes and the New York Times also have articles on restaurants Word Magazine, the largest magazine for foreigners in Vietnam, rated Pizza 4P's number one restaurant in Vietnam

To improve the quality of the food, 4P's Pizza Restaurant started producing its own fresh cheeses in Da Lat To satisfy the increasing interest and support of customers, the company has been expanding its scope

By July, 2017, 4P's Pizza has opened its first store in Hanoi to serve domestic and foreign customers The scope of the study was only 4P's Pizza restaurant in Hanoi

In 2018, the company has the intention to open more branches in Vietnam as well

as Southeast Asia Not only a local restaurant, 4P's Pizza Restaurant will expand on a global scale

 VISION

The vision of 4P's Pizza Restaurant is "Becoming a favorite restaurant all over the world and appreciated by staff and business partners" With the "From Farm to Dining" model, 4P's Pizza Restaurant not only serves the best delicious food, the best quality of service, but also offers the excellent meal experience for all of its customers, by raising cows and producing cheese to improve the quality of the dish

Pizza 4P's is not only a restaurant that serves delicious food, we look forward to bringing joy to our customers, employees and partners

3.1.2.2 Business lines and Business performance

3.1.2.1.1 Business lines

4P's Pizza Restaurant operates in the field of restaurants and direct food production

 Business services include:

 Restaurant service

Including food and beverage services at the restaurant and take-away

 Food and beverages take-away

 The food production business includes:

Direct food production for restaurant

3.1.2.1.2 Business performance

Due to limitations in studying the data as well as being the new restaurant in Hanoi from July 2014, so the researcher would like to present business results of 4P's Hanoi Pizza restaurant from July 2017- March 2018 in the table below:

Table 2 : Business performance of 4P's Hanoi Pizza restaurant from July 2017-

At this stage, the restaurant is only open

on the first floor Menu and food are still in the process of testing with customers

in Hanoi

Profit (unit: VND) 2,856,109,500 Customers

(unit: person) 18360 Fixed Rate of

Return / Cost 2,24 10/2017 –12/2017

October 2017 –

December 2017

Revenue (unit: VND) 13,309,523,000

The restaurant is open for both floors, with the second floor has the number of tables double the first floor Customers are more familiar with the menu

of restaurants The restaurant began to have a fixed number of loyal customers

Profit (unit: VND) 8,407,125,000 Customers

(unit: person) 44465 Fixed Rate of

Revenue decreased partly due to consumers preparation Profit 5,762,436,000

(unit: VND) for and Lunar New

Year holidays, business activities in the new year is not good

Customers (unit: person) 31944 Fixed Rate of

Return / Cost 4,519

Sourcer 4p’s Business financial report 2018-2018

CHAPTER 4: RESEARCH METHOLOGY 4.1 Data selection method

Source of data collection

4.1.1 Primary data and data collection method

Giving direct questionnaire for customers using food and service at the restaurant

- Sampling method: convenience random sampling

- Analyzing method: collected data would be encoded, run on SPSS software, Excel, analyzed by descriptive statistics method

4.2.3 Study variables

The study variables are encrypted while analyzing in SPSS as follows:

Table 3: Encoding variables in SPSS

Variables Encoding

The quality of food and beverages Tasty and easy to use food and beverages Q1.1 Food and beverages are beautifully decorated as in the menu Q1.2 The menu is assorted with many options and has unique characteristics Q1.3 Ensring the food safety and hygiene Q1.4

Price

Prices are reasonable and reflect the service quality Q2 1

Staff

Remembering the menu, having enough knowledge and having the ability

to answer questions about food products and beverages for customers Q3.1 Willingness to share the best ways to enjoy the food for your customers Q3.2 Having knowledge of the taste of customers coming from different

regions and countries Q3.3 Good-looking Q3.4 Quick, standard and professional manner Q3.5 Fully preparation, timely setup for customers Q3.6 Good communication, gentle, easy to understand explaination Q3.7 Serving together with insight into customer psychology Quickly

understanding customer intentions Q3.8 Commitment, thoughtful, warm but still moderate and comfortable Q3.9 Listening to and understanding customers, do not discriminate between

Interactive activities with customers

The restaurant offers promotions, vouchers, interactive mini games for

customers Q7.4

Chapter 5 STUDY RESULTS AND RECOMMENDATION

5.1 General result of the study

5.1.1 Characteristics of the study sample

 Gender

Chart 1: Study structure of the study sample

women, 101 men, 99

Through analyzing the questionnaire, we have overall customers’ occupation in the following table:

Table 4: Customers’ career structure

No Careers %

1 Office workers, public servants 39%

2 Students 13%

3 Tourists 22%

4 Retired civil servants, homemakers, independent traders,… 26%

5.1.2 Analyzing customer concern about service factors, thence creating a base for analyzing customer satisfaction in each factor

Through analyzing customer concern about service factors with the scale scored by customers from (1) to (7) corresponding to the most interested to absolutely not interested,

we have a general evaluation table as follows:

Table 5: Analysis of customer concern about service factors at

Pizza 4P’s Hanoi

Communication

Food and beverages quality

Staff Prices Facilities Service

value 7.00 3.00 6.00 6.00 7.00 7.00 7.00

Chart 3: Evaluating the levels of customer concern about service factors

 Comment:

 Table (5) and chart (3) show that the factor of food and beverages quality is the most concernd by customers with the lowest average score of 1.05, indeed food hygiene and safety situation reflected widely on the media recently has caused confusion to the selection of food and eating places of Hanoi customers in general and customers of Pizza 4P’s Hanoi in particular

Table 1 shows that the price factor and the human factor are also the two factors which are the most concerned by customers after the product quality factor, with the scores not so different 2.35 and 2.835 Capturing this point, the restaurant can increase customer satisfaction by improving the prices and investing better in their staff’s knowledge as well

as appearance…

 The factor of convenience and the facilities seems not be concerned very much

by customers with the score of 4.775 It can be pointed out that the reason is derived from the affect of the culture of street food stalls and the fast pace of life in Hanoi which makes customers have no huge concern on this problem Understanding this point, Pizza 4P’s Hanoi can increase customer satisfaction by helping them change their thoughts,

 The three factors of service process, location and communication having the scores more than 5 and customers scoring mostly from 4 to 7 show that customers had not concerned about these factors yet The reason is that most customers were office workers and tourists who had no limit on travel time and usually had fixed places to eat or places that were passed on by others

5.1.3 Levels of customer satisfaction with the quality of the food service at Pizza 4P’s Hanoi

Using the Likert scale with five levels : (1): strongly disagree, (2): disagree, (3): neither agree nor disagree, (4): agree, (5): strongly agree

5.1.3.1 Levels of customer satisfaction with the quality of food and beverages

at Pizza 4P’s Hanoi

Table 6: Overall assessment of customer satisfaction with the quality of

food and beverages at Pizza 4P’s Hanoi

Flavor Menu Layout Hygiene

N Sum 200 200 200 200 Average score 4.0400 3.9200 3.9900 4.1500 The most selected option 4.00 4.00 4.00 4.00 The standard difference 0.89577 0.80426 0.89099 0.72811 Lowest score 1.00 1.00 1.00 2.00 Highest score 5.00 5.00 5.00 5.00

 Comment: Through the table 6, it is shown that overall the quality of food and

beverages at Pizza 4P’s Hanoi were quite well evaluated by customers with quite high scores from 3.92 to 4.15 for the factors The option of “agree” was the most selected for the criteria given in the questionnaire This is a good point because there has been an amount of customers realizing that have the food in Pizza 4P’s is good and safe

The following are specific analyses for each factor of the food and beverages quality