Thesis of Customer Satisfaction in Fast Food Essay

4429 Words Oct 18th, 2011 18 Pages
CHAPTER 1
Problem and It’s Background

Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. In a competitive market place where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological
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That is the significant reason why companies are paying attention to the customer satisfaction today. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel—even though its facilities and service would be deemed superior in “absolute” terms.

The researchers will seek to answer the following questions: 1.) How to determine what a customer wants or needs?

2.) What are the Benefits of satisfying customers?

3.) Does maintaining great customer satisfaction affects once organization?

4.) How can we provide an excellent customer service to achieve satisfied customer?

5.) What are the most feedbacks or concerns of customers?

IMPORTANCE OF THE STUDY

Customer satisfaction is one of the aspects in the restaurant that should always in place. We all know that customer is the primary need of a restaurant to earn profit, without customer the restaurant is

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