Customer Satisfaction Analysis of Restaurant Industry: An Empirical Study on Rangpur City

doi:10.34104/ijma.021.01060113

Abstract

At present, the service industry makes an important contribution to World's GDP, especially in Bangladesh. Customer satisfaction is one of the Catchwords of every service industry. The study is conducted to identify some key factors of customer satisfaction in the restaurant industry. In the Rangpur city area, 20 restaurants were selected to conduct the study. This research is based on an empirical study. Simple random sampling methods were used to select 120 customers. 5 points Likert scale and open-ended questions were used to prepare a questionnaire. This study tried to adjust customer’s perceptions with service quality for the customers’ satisfaction with the restaurant industry. Undesirable perceptions of customers were found concerning product and service quality, pricing policy, the value of the restaurant, and loyalty of those restaurants side by side concerning waiters' service and space convenience customers' perceptions were encouraging. Based on findings it was recommended that attention should be given to those critical issues to attract new customers and retain current customers.

Highlights

IntroductionThe world marketplace is service-based. Bangladesh has become a service-oriented economy
At present, the world marketplace is service-based
In 2020, the Bangladesh Service sector's contribution was 51.30% in total Gross Domestic Product (GDP), and 39% of totalemployed people in Bangladesh engaged in the service sector (Bangladesh Economic Review, Dhaka, 2020)

Summary

Introduction

The world marketplace is service-based. Bangladesh has become a service-oriented economy. Over the last 10 years, Bangladesh's urban areas population grew by 38%, and only 10% growth in rural areas (Bangladesh Bureau of Statistic, Dhaka, 2001).The restaurant industry has become one of the most lucrative industries for making a profit in the world. There are a few restaurant-goers to consume domestic foods. Most of the people in our country occasionally go to the restaurant to enjoy ethnic and some western cuisine items. Unhygienic environments, poor food quality, inadequate structural facilities, scarcity of convenient food items, uneducated chefs, amateur waiters, and an inefficient management system make people unwilling to consume foods from a restaurant in our country. Very recently restaurant-goers have been raised in the urban areas in Bangladesh because the Bangladeshi style of life has changed. As the proportion of married women in the workforce has been

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Conclusion