The study of customer satisfaction in case of Yofana (Frozen Yogurt Store) www.yofana.com

Abstract

This study is conducted to reach 3 main objectives. First of all is to measure service quality and customer satisfaction. Due to the characteristic of the frozen yogurt industry, the price and the yogurt formula of all stores are nearly the same. So the study mainly focuses on the service quality factors to make the research design. Parasuraman’s SERQUAL model is employed to make the framework for this study. However, the model is changed to adapt with the current context of Yofana and as well as this industry. The new adjusted research model is formed to measure service quality and as well as customer satisfaction. The second objective is to examine the relationship between service quality and customer satisfaction in case of Yofana. If hypotheses about the positive impact of service quality on customer satisfaction were true, the study could identify the critical service quality factors influencing on customer satisfaction. Finally, the study will develop a specific model to improve service quality and to enhance customer satisfaction.