Improving Quality of Customer Services at Nonnas Restaurant - Capstone Project Example

The paper "Improving Quality of Customer Services at Nonnas Restaurant " is an outstanding example of a marketing capstone project. The restaurant and food industry has always been the most profitable businesses in the world because this one factor that has a constant demand which is increasing with the increase in the world population. Service quality has always been a key performance indicator for restaurants to attract new and retain old customers. The main objective of this research was to study the service quality and the factors affecting the quality of services.

The scope of this study was limited to the food order delivery process only and other processes for measuring the service quality were not studied, which may be included in more comprehensive research. In this study, the SERVQUAL model on five dimensions of Tangibility, Reliability, Responsiveness, Assurance and Empathy was used to study the service quality at Nonnas, an Italian restaurant located in the Sheffield United Kingdom. To measure the service quality, data were collected both through the qualitative method in form of a structured interview and quantitative methods in form of the survey questionnaire.

The questionnaire was presented to 70 respondents on 16 variables across the five dimensions of the SERVQUAL model. Data were analyzed using Minitab Statistical Software 16.2.1 through different statistical tools including descriptive statistics, hypothesis testing, histogram, line charts and pie charts.Although ANOVA and 2-Sample t-test revealed no significant statistical difference between an overall cumulative average rating of customer’s expectations and perceptions, results from in-depth analysis of data indicated that the customer’s level of perception of service quality was lower than their expectations on responsiveness dimension while customer’s perception was higher than their expectations on tangibility dimension of SERVQUAL model.

This indicated a lower level of service quality on the responsiveness dimension of the SERVQUAL model. It was revealed that the customer’s perceived that the speed of service was slow, which was then related to the waiting time of the customers. Actual data on the waiting time was recorded from cameras installed inside the restaurant and was statistically studied to verify the customer’s perception of slow speed which was confirmed.