Customer satisfaction is a theoretical idea that involves various factors such as the quality of the product, the quality of the service provided, the atmosphere of the location where the customer purchased product or service, as well as the price of the product or service. In other words, customer satisfaction is a measurement that helps us to know about the expectation of the customers. Therefore, it is not easy to measure the actual level of customer satisfaction.
The aim of the study is to find the significant reasons for customer satisfaction and dissatisfaction in Mithaiwala restaurant. The Mithaiwala restaurant is in Frankton, Hamilton, and this restaurant is a part of Mithai Investment Limited Company that is located in Auckland. The store in Auckland provides the stock for the restaurant in Hamilton. The company was incorporated on 12 March 2015 and registered on 27 June 2016. This study examines the internal and external analysis of the restaurant.
In this report, the researcher has analysed different factors that have significant impact on customer satisfaction, such as, the quality of product and service, customer satisfaction strategies, and competitive advantages. These factors show how to add value at a low price, reveal marketing channels, provide skill advantages, are socially sound, and indicate the competitive location of the restaurant as well as showing value for money. A competitive analysis has also been completed as part of this report.
Quantitative research methodology was used for the research to measure the satisfaction level by undertaking a survey. A questionnaire consisting of 13 questions was distributed. The research result was analysed through pie charts and bar graphs. According to the result, most of the customers were highly satisfied with the price, location, taste of the food and customer service of the restaurant. After analysing the result, the researcher discussed the whole research report and drew conclusions. At the end of the report, the researcher provides some recommendations on the basis of the conclusion to increase the level of customer satisfaction in order to promote expansion and growth of the business.