Evaluating the customer satisfaction toward service and food of sushi maru

Abstract

Sushi Maru is a popular Japanese restaurant and I am one of three co-founder of this brand. The aim of this research is to explore the factors which are making important influence on the customer satisfaction in Sushi Maru, then apply business strategy that is most suitable for the real situation of restaurant. The Zeithaml and Bitner‟s model as well as five variables (consist of Quality Product, Service Quality, Price, Situation Factor, Personal Factor) were applied in this study. The measures of and determinants for customer satisfaction have been defined from theoretical literature as well as complying with the research framework. The quantitative method was used. Two versions of questionnaires were designed to collect data information of customers who have ever used Japanese food in Sushi Maru. Customers are divided into four different age groups: under 18, 18-25, 26-40, over 40 years old with different jobs. There were 200 customers complete the survey. After the time of collecting the data, the SPSS version 20.0 was applied to analyze the data with six steps: Descriptive Statistics, Reliability Test, Exploratory Factor Analysis, Correlation Testing, and Regression Analysis. As a result, descriptive statistic was run and the result is stated that level of customer satisfaction is good. Furthermore, after running regression test, the result states that there have positive influences from four factors including "Product Quality", "Service Quality and Personal Factor", "Price", and "Situation Factor" with 20 variables on customer satisfaction in Sushi Maru. Among these factors, Price got the greatest effect on overall Satisfaction. All in all, this research pointed out the advantage and the disadvantage of Sushi Maru as well as significant factors that affect the customer satisfaction toward service and food of Sushi Maru. Some conclusions and recommendations were presented to help the managers to get the overall picture so that they can perform more effectively. If Sushi Maru want to develop more in the future, it should promote its strengths and have to adjust the weaknesses exist.