The Customer Satisfaction Level on Service of Simply Thai

Topics: Customer satisfaction, Customer, Customer service Pages: 5 (1658 words) Published: September 6, 2013
CHAPTER 1
The Problem and Its Background
Customer Satisfaction is defined as the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services exceeds specified satisfaction goals. Customer Satisfaction provides a leading indicator of consumer purchase intentions and loyalty. Customer Satisfaction data are the most frequently collected indicators of market perceptions. The people nowadays are less critical and vocal if not totally satisfied when dealing in a restaurant. The customers are becoming increasingly more demanding, less tolerant and very critical when not having the expectations. The customers have lots of choices on where and who to deal with. As a result of power has now shifted to the customer. The importance of Customer Satisfaction in a Restaurant is more on good feedbacks and increased customers every day because of the food, customer service and the ambiance of the establishment. Customers are the most important piece of the Restaurant. You can have the best ingredients, outstanding dining area, and quick employees, but without customers it is just an empty building. In the community, customers are the primary source of income and restaurant rating. The customer has a different perception in satisfaction, some of them are satisfied to the food, to the services and some of the customers are satisfied to the ambiance itself. The researchers choose the Simply Thai Restaurant as the topic because of the curiosity to the customers. The researchers are interested to the feedbacks or comments of the customers to the restaurants and the satisfaction level of the customers to the services of Simply Thai while eating in the restaurant. In particular, food quality, atmosphere, menu variety, service from staff, cleanliness, styling, price, interior design and décor, professional appearance of staffs, and store location have been identified as component of store image in the restaurant industry. The food quality is the major component of having customers. The satisfaction of the customers is more on foods. But the level of the satisfaction will increased if the service of the restaurant was extremely good. And the environment or ambiance can help the restaurant to be the center of attraction. Therefore, it is essential for business to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. Therefore, I conclude that the researchers found out that the firms generally asked the customers whether the product or the service has met or exceeded the expectations. Thus, expectations are a key factor of behind satisfaction. When the customers have high expectations and the reality falls short, they will be dissatisfied and will likely rate the experiences as less than satisfying.

Background of the Study
Thailand was known for centuries by outsiders as Siam. It first made a real impression in the west at the end of the 17th century, through the reports of a series of inquisitive Frenchmen. Similarly, Thai cuisine blends Chinese, Indian and Arabic influences into something uniquely Thai. It is light, fresh and traditionally seasoned with chili, peppers, and aromatic herds. The secret of Thai cooking is delicate balance between the spices and the main ingredients so that one does not overwhelm the other. It is the blend, the balance that counts. In Simply Thai, the target market will help the establishment to be successful. The usual customers in Simply Thai are people who are elite or in a high class and the people who are in the average level. The services like treating the customers’ right will be the center of attraction so that the satisfaction of the customers will level up by experiencing it. The ambiance itself will be a big help also to have the satisfaction. The food and beverages also will be a plus point for the establishment so the customers will be satisfied. Customers...
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