A Case Study Of Jennys Restaurant Marketing Essay

Jeenys Restaurant is a nationwide chain cafe restaurant with a fervent customer bottom part, which is known for its best service, good quality food and family eating out flair. But in the past yr, the business has seen a express drop in its sales. The decline in sales is increasing as every fiscal quarter passes by. The real reason for decrease in sales is totally unknown to the company.

The restaurant hasn't changed layout or menu options within the past many years. The hypothesized root cause of the condition is poor customer satisfaction. This research will help to analysis the main root cause of sales decline. The objective of this research is to learn whether or not customer satisfaction and experience is the problem, and if so how customer satisfaction can be improved.

Research Objectives

As impact of global tough economy is still impacting large numbers of household in United Kingdom with their buying behaviour, it is important to discover if client satisfaction with particular restaurant is the key cause or there are other factors. This research is going to use most important data by developing questionnaire to the restaurant customers, which helps to discover actual problem and weakness of current situation of the restaurant. The goal of the books review is to analyse earlier experience relating to customer satisfaction components of the food and eating out industry while emphasising on the sales increment. As I am working as a Administrator in this restaurant, this research with help of major data will analyse the customer's attitude towards its service and experience, which can only help to find out major reason behind downward sales range.

The main objectives of this proposal is really as follows

To analyze Customer satisfaction and its comparative importance (debate) and facts about key factors influencing people's selection of 'fast food' restaurant.

To identify the best appropriate model to evaluate customer satisfaction for my most important research.

To review exiting complains and comments posted by customers within the last 6 months in order to discover the region of subject matter where almost all of the customer did raised the problem.

To organise the questionnaire to the existing customers in order to explore their attitude towards Jennys Restaurant, why they like to dine at Jenny's Restaurant, their activities of and frame of mind towards current management process and their views on possible changes that the business could make for better satisfaction.

To make advice to the management at Jenny's Restaurant about cost-effective and management strategy that might be implemented in order to increase client satisfaction.

Literature Review

Realisation of customer satisfaction to be able to get success available is essential elements. is The way the customers have the satisfaction and how we can measure the different between service provided and customer expectation ? Researcher will look different ideas, journals and articles to establish an analytical principle about customer satisfaction elements.

According to Kotler (2000) "a people feelings of pleasure or disappointment resulting from evaluating a product's identified performance in relation to his / her expectations". Also Hoyer and MacInnis (2001) said that satisfaction can be associated with fellings of acceptance, happiness, relief, exhilaration and delight. It is very important to understand the goals of the consumers to make sure they are satisfied. According to Hokanson (1995), these factors include friendly employee, courteous employee, accurancy of billing, billing timeliness, competitive rates, service quality, value, billing clarity and quick service. Additionaly, (Labarbera and Mazursky, 1983) state that "By fulfilling the customers needs and desires will helps to achieve customer satisfaction". So that it should be notice by researcher that the client satisfaction can be occurred by understanding their expectation.

After having idea about client satisfaction, researcher wish to know how it can be implement in junk food sectors. Matching to Farrel (2007) "The quick service restaurant responds to the universal desire for inexpensive and reliable fare that is feshly ready, portable and ready on demand. " It explains that the quick service, newly prepared and economic factors motivate the customers to shop in fast food restaurants. Also according to (Schroder and McEachern, 2005) "Brand value, vitamins and minerals, ethical value and food quality determine the client satisfaction towards fast food restaurant. There are other factors, according to (Jang and Maltila, 2005) " Monetary gratification and intangible benefits such as quality and convenience also received high score in client satisfaction. Researcher should target the intangible things such as service quality, offering time, inner environment of the business along with the development of main product in order to get maximum client satisfaction. Matching to (Katz and Martin 1985) "If the companies can improve customers perceptions of the time they spend holding out to be served, then customers will experience less disappointment and may feel more satisfied with the service face. Also (Ho and Zheng 2004) clarify that "A firm might choose a delivery time dedication to affect its customer expectation".

However, there are debates and discussion about the influencing factors that are impacting on to less shop in junk food industries. Matching to (Goyal, Singh 2007), "The young technology in India likely to go to Fast food restaurant for fun and changes. However they like house food superior to food offered at junk food outlets because they have the best value for taste and quality accompanied by hygiene. Adding with that (Bose, 2011) stated "The best evident good thing about Fast food is the fact that it save time and money for a occupied life people, but junk food is harmful than home cooked meals, as they contain higher amount of salts, extra fat and calories from fat". Most of the people today are usually aware that fast food is not the healthiest food to eat. People eat fast food since it is convieneient, cheap and tastes good. Fast food is not merely less healthy food, but sometime it could be dangerous for your health as well. Stacel (2009). So it is clear that despite of good service provided by the company, there is certainly other factors such as health consiousness which influence the customer satisfaction level. Along with that there surely is hygienic factor which also influence the client revisit in the particular restaurant. A study shows, one in three people is worried about the level of food health when buying junk food. Cleanliness of personnel and premises top the list of concerns, followed by just how food is prepared and handled. (Consumer question junk food hygiene, 2003). As a result it make a difference the client to discontinue or decrease there buying behavior in junk food sectors. Regarding to Hoyer and MacInnis (2001) "dissatisfied customers can opt to: discontinue purchasing the goods or service, complain to the company or to an authorized and perhaps return the item or take part in negative word of mouth communication.

The above analysis based on previous research explains the reasons for choosing and avoiding the fast food sectors and the importance of client satisfaction which may be fit or not in the condition statement of the Jenny's restaurant. To acquire the more proof and support, researcher will develop questionnaire review by using SERVQUAL tools.

According to (Stevens, Knutson and Patton, 1995) "SERVQUAL method helps to produce a sequence of questionnaire device for calculating hospitality service quality in DINESERV". John and Tyas (1996) have also use the tool SERVQUAL for calculating the satisfaction of consumer in restaurant. Regarding to (Lee and Hing 1999) "SERVQUAL can be an instrument which helps to measure and compare the service quality of the fine dinning industries which is straightforward and inexpensive to take place". It displaying that the researcher are certain to get help to accumulate the conclusions and reasons of distance between customer expectation and experience they experienced in their last visit. This tools also helps to find out the relationship between service quality, client satisfaction and purchase intentions. Matching to (Cronin, Jr and Taylor 1992) "There is certainly relationship between service quality, customer satisfaction, and purchase intentions. Service quality can be an antecedent of client satisfaction and consumer satisfaction has a substantial influence on purchase intension.

Although the recognition of the SERVQUAL tools to gauge the service quality level, there are some debate over the utilization of SERVQUAL device. Detractors argue that the difference credit score leads to unreliable measure and that the dimensionality and validity is erratic. Jiang etl, (2002).

However, SERVQUAL measuring method is adopting by a large number of business to learn the actual demand and expectation of current customers. Since it helps to clarify many factors such as tangible, consistency, responsiveness, competence, courtesy, credibility, security, access, communication and understanding the customers. Parasuraman et. al. (1990). Besides of some cons, SERVQUAL is good tools to comprehend the customer satisfaction elements. Fedoroff (2011).


Method Approaches

(Bryman and Bell 2007) Quantitative research is that research strategy gives and relates to the quantification in the collection and evaluation the data. This technique is relates to the deductive methodology in testing the theory and research. It requires the positivism epistemological orientation and natural medical model. It focuses on the objectivism of the cultural reality

Researcher intends to apply all quantitative research methods in a way to trace the best results out of the research. The complete research way and methodology will be honest and best at its level. Research will be conducted by remember the Research Question. The study will be performed using questionnaires.



Conducting study/interview

Analysing data

1. Justification

The benefit of choosing quantitative research method questionnaire

Low cost with time and money: As my questionnaire was created to take just 5 minutes and can be carried out by making picture copy of 35-40 questionnaire, will make it financial and time cutting down.

Respondents can complete the questionnaire when it suits them: As I will conduct the study by requesting them to complete the questionnaire with enough time avaibility of the clients.

Respondents anonymity: There is absolutely no personal identifying information will ask to safeguard the anonymity.

Lack of interviewer bias

The disadvantage of choosing quantitative research method questionnaire

The need for brevity and relatively simple questions: The most of the part of my questionnaire is going to be closed question rather than wide open question.

Questionnaire development is often low-quality:. Poor design and idea of questionnaire won't help to determine the actual problem and keep tabs on to the solution.

Lack of control over order and context of responding to questions: never to specific

Question wording can have a major effect on answers. : one question ask twice with different format to check on exact answers.

2. Explanation

Preparing for the survey interviews. WHEN I am the administrator of the Jenny's restaurant I have access to supplementary data such as sales numbers for the past 2 yrs and complain and responses made by the clients in the restaurant and can organise a study by collecting primary data from a questionnaire directed at the prevailing customers.

I am going to choose random sample study with help of SERVQUAL Questionaire and dineserv solution to collect main data from a questionnaire taking 35-40 customers from Mon to Saturday 9:00am to 9:00 pm. My test size is going to be small. Requested individuals of this study will ask if they're over 18 and eager to complete study upon exiting the restaurant. Prepared participants will be ask to read the enlightened consent before completing the SERVQUAL Questionnaire study instrument.

Developing the questionnaire. To accumulate the primary data from the customer, my questionnaire key themes or templates is to analysis their current experience, expectation and frame of mind towards the existing setup and behavior of the organisation. In above books review, I had been wanting to analyse and understand customer behaviour and expectation towards food and dinning service, which help me to web page link and study the existing customer of the Jennys Resturant's behaviour and also help me to believe analytically about whether client satisfaction is only the main element point in the success of business development or there are other important factors.

3. Conducting Review/interview

The questionnaire survey is going to placed on the Jenny's Restaurant premises from Mon to Sunday between 9:00am to 9:00 pm. The review will be conducted by asking for existing customer with depth pre information about the reason why of the review while their visit in the restaurant to fill up the answers of the given questionnaire which will take 5 minutes.

The maximise the response rate of questionnaire survey; I will use pursuing techniques.

Brief Questionnaire: The questionnaire is going to use only 20 words to make it less time taking for the respondents.

Make the return time never to short and not to long: The questionnaire can be fill during their visit in the restaurant or may take with them by asking for them to come back it within 2 weeks amount of time in given address.

Easy to learn (clear language, good printing): The questionnaire will use simple terminology which may be understandable and use of quality printing.

Easy to answer: The questionnaire will use tick field to place their attitude towards the restaurant.

Be clear about what the respondent must do to answer fully the question: The questionnaire will use likert scale format, which will clear to click their answer just one for just one question in the very best of the webpage.

Easy to react (come back envelop): The questionnaire which has been used by the client to complete it in their home will be provided a free of charge post go back envelop with them.

Do not offend the respondents: The questionnaire won't include any things which will offend the respondents.

Trustworthy: The questionnaire begins from detailing about the purpose of research by not taking personal information of respondents and is merely for the academic use by exhibiting college identity card to them.

Analysing data

Statement of service provided

(Individual Variable)

Very Dissatisfied (Dependent Variable)



(Dependent Variable)


Neither Satisfied nor Dissatisfied

(Dependent Variable)



(Dependent Variable)


Very Satisfied

(Dependent Variable)


Food Quality


Food Hygiene

Price of product

Survey: Review allows the assortment of massive amount data from a sizeable society in a highly cost-effective way (Saunders et al, 2008). It was done by explaining questionnaires and offering and accumulated during session

The research is certainly going to determine the relationship between two variables. One is dependent which is client satisfaction and a different one is indie which is service provided by the business. The changes in the unbiased variable will affect the reliant variable. There are some other moderate factors which influence the partnership between self-employed and dependent factors. Such as Years, Gender, Marital status etc. As the above questionnaire sample can be divided to subgroups such as get older, gender, marital status to analyse dissimilarities. And data can also analysed by looking at average scores for each category (eg. Food quality, service, food health and cleaniness and product price) as categorized in questionnaire to see if there are recognizable difference in their averages.

The formulation to assess average credit score is

Average credit score= Total of Valued reliant variable which has been ticked divided by

No. of based mostly variable allocated

For example by firmly taking above Table

Average credit score= Food quality (3) + Service (3) + Food Hygine (4) + Price of product (5) divided by 5


It can be broken down into subgroups for food quality, service, food cleanliness and price of product to notable difference in their averages

Checking the forms


Graph/stand: Graph will allocate to make clear and analyse the info. As taken example of above test, the graph is going to be like.

Analytical qs


Ethical issue

The questionnaire will start with explaining the purpose of the study which is only for the educational requirement by exhibiting the college Recognition card. And also questionnaire begins with explaining the topic matter of the questionnaire up-front. The questionnaire is not going to take any delicate data, like personal details, history and track record to protect there anonymity. The researcher does not use power and hard submission to get response from the clients and the research confidentiality should be managed in term of collecting the data.

Timescales and Resources

S. No.


Start Date

End Date



Literature Review


Development of research tool- final study/interview Question Schedule


Data Collection-completion of survey


Data research- results of most important data examination written up


Report Writing- finalisation of dissertation.


Appendix A

Quantitative Study (Questionnaire)

Customer Satisfaction Review:

Academic Survey to fulfilment of Get better at Degree Program(Cavendish School and School of Wales)

This survey has been carried out to find out the customer frame of mind into the Jenny's Restaurant. Please answer the questions readily. You can't be identified from the information you provide, and everything provided will be cured in the strictest confidence.

The questionnaire should take you about 5 minutes to complete. Please answer the questions in the space provided. Make an effort to complete the questions at a time when you are unlikely to be disturbed. Also, do not spend too much time on anybody question. Your first thoughts are usually your very best!

Please tick one container for every question.

When you have finished the questionnaire please return in to me in the enclosed freepost envelope.


What is your actual age range (Please tick where appropriate) Gender(Please tick where appropriate)

18-30 Guy. .

31-50 Woman

51+ Others. .


Very Dissatisfied


Neither Satisfied nor Dissatisfied


Very Satisfied

Food Quality

The food is served hot and fresh

The menu has a good variety of item

The quality of food is excellent

The food is tasty and flavourful

The food section is enough

The food provide balance nutrition

Restaurant Service

My food order was correct and complete

Employees are patient when taking my order

I was dished up promptly

The menu panel was easy to read

Employee speak clearly

Employee are friendly and courteous

The service is excellent

Value of price paid

Quality of food

Food health and cleanliness

The handling of food is good

Restaurant Premises are clean

Toilets are clean

Product Price

Food is good value for the purchase price paid

Prices are competitive

If have any commentary with the service of our own restaurant please tell us.

Thank you when planning on taking enough time to help us. When you have any questions or want further information concerning this job, please call me on 07828857702.

Thank you for your help.


Appendix B

Gant Chart of your time ScaleMay 2011

June 2011

July 2011

August 2011

































Collection of books review

Critically review of the literature

Meeting supervisor

Review of job seeks and objectives

Questionnaire Process

Interview the customer

Accounting computation of the breakeven point

Meeting supervisor

Analysis the accounting data

Analysis and interpret qualitative data

Analysis and interpret quantitative data

Meeting supervisor

Final article writing, Amendments, Binding of the project


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Stevens, P. , Knutson, B. , and Patton, M. (1995). DINESERVE. An instrument for calculating service quality in Restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56-60.

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Hokanson, S. , (1995). The deeper you assess, the greater you fulfill customers, Marketing News, p. 16.

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