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Institute of Hospitality Management in Prague Institute of Hospitality Management in Prague Andrea Vilímová Analysis of the customers' satisfaction in the Restaurant Planet Sushi Bachelor Dissertation 2014 Analysis of the customers' satisfaction in the Restaurant Planet Sushi Bachelor Dissertation Andrea Vilímová Institute of Hospitality Management in Prague Hospitality Management Department Major field of study: Hospitality Management Dissertation Advisor: Ing. Jan Jiran Date of submission: 2014-06-12 Date of defense: August 2014 Email: [email protected] Prague 2014 Oath I swear that the bachelor Dissertation titled Analysis of the customers' satisfaction in the Restaurant Planet Sushi was written by me independently, and that all literature and additional material used are cited in the bibliography and that this version is exactly the same as the work submitted electronically. In accordance with §47b law no. 111/1998 coll. on higher education institutions, I agree to my dissertation being published in its complete form in the publicly accessible electronic database of the Institute of Hospitality Management in Prague. Signature ......................................................................... Andrea Vilímová In Prague on 12.06.2014 Acknowledgements This dissertation would not have been possible to create without guidance and aid of several people. I would like to express my deepest gratitude to my thesis supervisor Ing. Jan Jiran for his valuable time and opinions which contributed much to my work. Furthermore, special thanks belong to Eva Balážová, HR RIG manager, for providing me with all valuable information. Additionally, I would like to thank my colleagues and the restaurant manager for the help they have given me. Last but not at least, I would like to thank my family: my parents, for giving me life, love, caring and believing in me. My sister, thank you for your love and support. My cousin, thank you for being a very special flatmate, which I am very grateful for. There is too much to say in too few words but without each and every one of you, this could never have been accomplished. I truly appreciate you all! Abstract VILÍMOVÁ, Andrea. Analysis of customers' satisfaction in the Restaurant Planet Sushi. [Bachelor Dissertation] Institute of Hospitality Management in Prague. Prague: 2014. Total number of pages: 68 The aim of this bachelor dissertation is identify aspects in need of improvement and suggest recommendations that would enhance customers' satisfaction in the restaurant Planet Sushi located in Prague 5. A hypothesis was set and that whether Japanese cuisine has a future in the Czech Republic. The researcher collected both primary and secondary data. A total of 98 customers were addressed; all of them were willing to respond to designed questionnaire. The study comprised of questionnaires with respondents opinions and views from their perceptions. Key findings from this survey are that restaurant is generally on a very good level, especially then the service provided in the restaurant. Recommendations for improvements are provided. The author came to the conclusion that the main changes should be to ascertain the cleanliness of the restaurant and to create a special menu at a discounted price in order to attract more customers. Keywords: analysis, customer satisfaction, Japanese restaurant, Planet sushi, service quality, perceived value, questionnaire Table of contents INTRODUCTION......................................................................................................3 1. LITERATURE REVIEW - SATISFACTION........................................................3 1.1. Customer satisfaction...................................................................................3 1.2. Impact of dissatisfaction...............................................................................4 1.3. Determinants of satisfaction.........................................................................4 1.3.1. Food quality........................................................................................5 1.3.2. Physical environment..........................................................................5 1.3.3. Service quality.....................................................................................6 1.3.4. Price....................................................................................................7 1.3.5. Culture................................................................................................9 1.4. The importance for quality service in hospitality.........................................11 1.5. Tools measuring quality service in the hospitality......................................11 1.5.1. Service quality model........................................................................11 1.5.2. The five gap model...........................................................................12 1.5.3. The SERVQUAL model....................................................................13 1.5.4. The critical incident technique (CRIT)...............................................14 1.5.5. Survey of satisfaction (questionnaire)...............................................16 1.5.6. Mystery quest/mystery shopper........................................................17 1.5.7. Self-assessment...............................................................................19 1.5.8. Benchmarking...................................................................................20 1.6. Job satisfaction...........................................................................................22 1.6.1. Customer orientation.........................................................................24 1.6.2. Training.............................................................................................25 1.6.3. Management structure and professional ethics................................25 2. JAPANESE CUISINE - SUSHI.........................................................................27 2.1. History of sushi...........................................................................................27 2.2. Taxonomy of sushi.....................................................................................28 2.2.1. Other sushi definitions......................................................................29 2.3. Nutritional facts...........................................................................................30 3. PLANET SUSHI................................................................................................32 3.1. Planet Sushi Prague...................................................................................32 3.2. History of Rostik International....................................................................33 3.3. History of Planet Sushi...............................................................................38 4. METHODOLOGY.............................................................................................39 4.1. Study design..............................................................................................39 4.2. Population and sample selection................................................................40 4.3. Survey duration..........................................................................................40 4.4. Data sources..............................................................................................40 4.5. Data presentation and analysis..................................................................40 5. RESULTS AND FINDINGS..............................................................................41 5.1. Background of the respondents.................................................................41 5.1.1. Gender of respondents.....................................................................41 5.1.2. Age of respondents...........................................................................42 5.1.3. Frequency of the visit........................................................................43 5.1.4. Use of reservation.............................................................................44 5.1.5. Use of recommendation....................................................................45 5.1.6. Information channel..........................................................................46 5.2. Results of guest satisfaction with the restaurant operations......................47 5.2.1. Evaluation on rating statements........................................................47 5.2.2. Evaluation of open questions............................................................49 5.3. Research made on the Internet..................................................................51 5.3.1. Tripadvisor.com................................................................................52 5.3.2. Foursquare.com................................................................................53 5.3.3. Hele.cz..............................................................................................54 5.3.4. Restu.cz............................................................................................56 5.3.5. SWOT analysis of Planet Sushi........................................................57 6. CONCLUSIONS AND RECOMMENDATIONS................................................59 7. REFERENCE LIST...........................................................................................61 8. APPENDIX – questionnaires ...........................................................................65 List of
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