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FINAL THEISIS REPORT
Introduction of Pearl Continental Rawalpindi:Rawalpindi is the twin city of Islamabad, the capital of Pakistan. It is a transit city
of visitors wishing to explore the fascinating Northern Areas.
Pearl Continental Hotel, Rawalpindi, stands tall right at the heart of Rawalpindi.
The only five star hotel of its kind in the city, which has come a long way. It offers
a variety of unique and excellent personalized services to its clients.
PC is one of the worlds famous five star hotels all over the world. It provides very
ostentatious services to all of its clients. PC is providing its heart trendingservices in Asia as well as in U.K and U.S.A. Only 5-minute drive from the airport
and in close proximity to the famous shopping centers, the PC hotel is the citys
only deluxe hotel that caters to local as well as foreign travelers in style
Pakistan Services Limited was incorporated in 1958 as a Public Limited
Company and is quoted on the Stock Exchange. It owns and operates the Pearl
Continental Hotels (formerly Inter Continental Hotels) and is recognized as the
largest and oldest Hotel Company in Pakistan. Pearl Continental Hotels is the
first Pakistani chain, which has achieved excellent international standards of
quality products and services. In recognition of its high standard
Pearl Continental Hotels have become synonymous with a tradition of personal
services, efficiency, and convenience and guest satisfaction.
VISION
Their vision is; Being the largest 5 star hospitality company in Pakistan, we are
committed to dynamic growth and service excellence built upon our heritage of
traditional hospitality. Stay on the cutting edge of business through deliberate
and persistent efforts to harness technology and human resource backed up by
our financial and logistic strengths for highest quality services and products to
our customers at best value for their money.
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MISSION:
To strive to present the products/facilities/services when and where the customer
wantsour culture reflects our values. This includes a shared vision of who we areand where we're headed. And it encompasses everything from the way we treat
our customers to how we deal with our competitors.
GOALS AND FOCUS:
Their goals are
To provide the first hospitality experience. They exist to attract and
maintain customers.
They believe that when they will adhere to this maxim everything else will
fall into place and their services will exceed the expectations of their
customers.
They strive everyday to provide top-notch hotel management services that
streamline operations while exceeding the goals and expectations of their
clients, partners and associates. Their uncompromising commitment to
excellence combined with decades of refining lodging industrys best
practices produces unprecedented success for our clients.
Further they have an uncompromising commitment to excellence. They
are honest and dont believe in taking risks that would jeopardize clients
trust in allowing them to run their business.
PRODUCT LINE
A product line of PC hotel Rawalpindi includes:
Rooms
Restaurants
Recreational facilities
Business center
Halls
Services & facilities
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HALLS:
The Ballroom & Kohsar halls, both of which can be partitioned into three
sections each, are available to hold various receptions & conferences. The hotel
is fully equipped with the latest facilities; like audio-visual, video projection
system, overhead projectors, integrated P/A system & audio recording equipment
that helps in making the meeting/seminar a complete success.
SERVICES & FACILITIES:
These include:
Mosque
Beauty saloon
Flower shop
Barber shop
Car rental services
Airport pickup
House doctor
Concierge
Travel agency
Pharmacy
Shops, dry cleaners, bakery, flower shop
Power generated back-up services.
CUSTOMER ANALYSIS:
Pearl Continental Hotel Rawalpindi offers a variety of unique and excellent
personalized services to its clients. It has become synonymous with a tradition of
personal services, efficiency, convenience and guest satisfaction. Customer
satisfaction is on the top most priority for hotel management. Pearl Continental
Hotel is the citys only hotel that caters to local as well as foreign travelers.
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Collectively they provide their clients with such services that they rediscover the
simple pleasures of life. It creates value for its customers.
NUMBER:
Pearl Continental Hotel Rawalpindi offers a great variety of services and for this
reason they have a large number of customers from every segment of life. The
customers are divided into PREFFERED, COMMERCIAL, and CORPORATE.
Mostly they have over client crewmembers.
TYPE:
PCHRs customers include:
CREWS:
Crew of PIA.
Crew of Saudi Arabian Airline
Emirate Air Line.
Gulf Air.
Quarter Air Ways etc.
GOVERNMENT:
From government segment they have customers from all over the world
especially USA, MIDDLE EAST, EUROPE and SOUTH EAST ASIA. It
also includes GHQ.
COMMERCIAL:Commercial segment is one of the major contributors in the profit of PCHR. It
includes Pharmaceutical Companies such as GSK etc.
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THE CHALLENGE TO PCHR(Pearl continental hotel Rawalpindi):
Budget is a statement of revenues and expenses.
Total revenue per annum= 3 Millions (approximately)
Operating expenses are 70-80% of Total revenue.
Non-operating expenses and depreciation are almost 10% of total revenue.
So the left out profit is 10-15% of total revenue
And it is a challenge for PCHR to maintain the standard of services and customer
satisfaction is very crucial, and the biggest challenge for PC is to maintain its
standard and keep on providing the quality services. The most basic objective of
that customer satisfaction-surveying program is to generate valid and consistent
customer feedback (i.e., to receive the voice of the customer, which can then be
used to initiate strategies that will retain customers and thus protect the mostvaluable corporate asset--loyal customers).
www.pchotels.com/pchr
SWOT ANALYSIS:
Strengths:
The only 5 star hotels in the city.
Islamabad international Airport at 10 minutes drive only.
Close to Defense/GHQ Largest hotel chain in Pakistan.
New large space for parking
Transport services
Newly renovated rooms on Executive/busisness Floor.
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Personal safe deposit electronic lockers & Electronic keys in each room
24 hrs full service business center temperature controlled swimming pool
open round the year
Two huge lawns for events functions and exhibitions.
Restaurants with different cuisines
Bank available at the property
New shopping arcade
Tennis Court in the premises.
Service/snacks, Hi-Tea available at CIP, executive/VIP lounges at the
Airport
Newly renovated Banquet Halls (which can be split up to 07 halls )
DSL connections available in the hotel
Video Conferencing facilities available in the hotel
Auto call charging facility available
Weaknesses:
Distance from the capital city.
Pillars in the meeting halls
Limited recreational facilities
No bar for the foreign clients
Faculty plumbing system
Lack of International brand name Airport Counter is not presentable as it should be
Online reservation system available but not being utilized
Very small and unequipped gymnasium
Airport shuttle service should be available round the clock.
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Old styled rooms, restaurants need renovation.
Not highly trained staff.
Opportunities:
Capturing more and more business from Islamabad
To tap group segment going up north at competitive rates
Bhurban resort to be included in conference packages for lunches or day
trip
Excursion trips for groups can be arranged to Islamabad and its
surroundings
Addition of cyber caf and a bar can increase the revenue
Because of lawn facilities can tap all the medical conferences and the
exhibition that involve stalls display
Can earn more revenue by conducting events and festivals utilizing our
lawns
Earn more revenues by floating different packages and deals in
restaurants
Can earn more revenue and attraction by setting an extension of bakers,
boutique in western lawn offering various cuisines in open air in huts style
Central database connectivity among sister concerns
Provision of computer systems, Internet and Fax facilities in rooms (under
process)
Threats:
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Business traveler inflow towards Islamabad
Government offices /Diplomatic sector located in Islamabad
Proposed Sheraton Hotel and five new five star hotels in Islamabad
Best Western Hotel/Holiday Inn with lower room rates and good rooms New Companies also prefer Islamabad as a capital city
Blue lagoon AWT Banquet facilities just across the road with additional
new banquet halls at half our price with no sales tax are a real threat to
F&B Revenue
Guesthouses with good facilities and lower room rates are also increasing
in the twin cities.
Higher tax rates
Re-imposed wedding ordinance a threat F&B revenue
Crown Plaza in no operation with 60 rooms and good facilities
De Mall Hotel with 60-80 rooms just near PCHRs property.
DEPARTMENTS REALTED TO CUSTOMER CARE:
1) Front office.
It includes:
Reservation
Telephone Department
Business Center
Airport pick and drop service
2) Food & Beverage.
3) Security Department.
4) House Keeping Department
5) Public Relation Department.
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Front Office:-
Front office is a place in the hotel where a small number of staff is available on
the front desk or reception that faces the customers to treat them and guide
about any related information.
Food & Beverage:
In this department the staff hygienically served the food & connect the cost
controlling people to check the quality of food either it is up to the mark or not, if
something happens
Or appear against the expectations they look into the matter and try to satisfy
their customers maximally. They have 5 outlets including 4 restaurants & room
services for 24 hours for in-house guest.
Security Department:
The department is concerned with the entire security of hotel. Main areas of
security are:
1. Lobbies
2. Restaurants
3. Entrance/ gate
4. Car park
The security of the hotel is essential as the foreign delegation, tourists, VIPs &
special clients stay there. So giving them the security service is indeed a major
need for hotel customers.
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House Keeping Department:
This department actually manages the in house management and takes care of
cleanliness and arrangement of the entire hotel. their job is to give proper shapeto the hotels other department including decors of restaurants,
Employees Uniforms, rooms arrangement etc. in spite of giving proper shape,
this department also provides healthy and enjoyable environment to the clients.
Public Relation Department:
The responsibility of this department is to keep the district management happy
through the welfare. This department also arranges the concerts, dramas &
musical functions for in house & as well as external customers, they are
responsible for distributing the tickets of these particular functions to general
public. This department generates revenue through these activities. They have
all information about hotel concerning and its operations so they try to attract
more & more customer to entertain them to create such healthy events for fun &
enjoyment.
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INTRODUCTION OF CUSTOMER SATISFACTION
"The gulf between
Satisfied customers and
Completely satisfied
Customers can swallow
A business."
--Harvard Business Review, November/December 1995
DEFINITIONS OF CUSTOMER SATISFACTION
Rather than a single definition, I think it is appropriate to provide several
definitions because a single definition gives the impression that there can be only
one, which is certainly not true. Each of the following definitions can be applied to
the high technology service business regarding customer satisfaction.:
Definition 1: Customer satisfaction is equivalent to making sure that product and
service performance meets customer expectations.
Definition 2: Customer satisfaction is the perception of the customer that the
outcome of a business transaction is equal to or greater than his/her expectation.
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Definition 3: Customer satisfaction occurs when the acquisition of products
and /or services provides a minimum negative departure from expectations when
compared with other acquisitions.
Definition 4: Customer satisfaction is the state of mind that customers have about
a company when their expectations have been met or exceeded over the lifetime
of the product or service. The achievement of customer satisfaction leads to
company loyalty and product repurchase. Whereas Customer focus is a
management philosophy and way of doing business that is a key to growth andprofitability. The idea behind "Customer focus" is that your company must
understand what your customers want, and provide it to them at an attractive
price.
(Survey Services Expert Articles - Customer Satisfaction
By: William Bleuel, Ph.D. - Saturday, February 12, 2005)
IMPORTANCE OF CUSTOMER SATISFACTION:
It is said:
It takes continuous effort
to maintain high customer
satisfaction levels.
As markets shrink, companies are scrambling to boost customer satisfaction and
keep their current customers rather than devoting additional resources to chase
potential new customers. The claim that it costs five to eight times as much to get
new customers than to hold on to old ones is key to understanding the drive
toward benchmarking and tracking customer satisfaction.
)Charles Bernstein, "The two restaurant kings: Customers, Managers," Nation's restaurant news
(May 7th, 1990) Pg: 41)
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Customer service is not merely customer relations or how nice frontline workers
are to customers. Rather, satisfying or even delighting customers is the goal of
excellent customer service. Because customers for different types of services
have different needs, customer service strategies will differ and must be tailored
to the target customer.
Competitors that are prospering in the new global economy recognize that
measuring customer satisfaction is key. Only by doing so can they hold on to the
customers they have and understand how to better attract new customers. The
competitors who will be successful recognize that customer satisfaction is a
critical strategic weapon that can bring increased market share and increased
profits. Plans constructed using customer satisfaction research results can be
designed to target customers and processes that are most able to extend profits.
BY KEVIN CACIOPPO (MEASURING AND MANAGEING CUSTOMER SATISFACTION)
According to a research project by the Australian Food Marketing Center, Victoria
University, satisfaction with product or service offerings is influenced by a variety
of factors such as quality, price, timeliness, and performance several of these
factors, are in turn, influenced by customer perceptions and expectations.
Customer perceptions and expectations often result from evaluation of alternative
product and service offerings and the uniqueness of customer needs and wants.
In order to achieve typical business objectives, companies need to fully
understand their customer expectations before they can effectively improve
satisfaction levels.
(By Dr. Suku Bhaskaran
Director Australian Food Marketing Center, Victoria University, 301 Flinders Lane)
CUSTOMER SATISFACTION MEASUREMENT FACTS:
A 5-percent increase in loyalty can increase profits by 25%-85%.
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A very satisfied customer is nearly six times more likely to be loyal and to
repurchase and/or recommend your product than is a customer who is just
satisfied.
Only 4 percent of dissatisfied customers will complain.
The average customer with a problem eventually tells nine other people.
Satisfied customers tell five other people about their good treatment.
A market trader has a continuous finger on the pulse of customer satisfaction.
Direct contact with customers indicates what he is doing right or where he is
going wrong.
MEASURING CUSTOMER SATISFACTION: Measuring satisfaction is
necessary because it reveals the voice of your customer. Properly done, this
tells you which aspects of your product, service or brand will return the
greatest impact on the OUTCOME called loyalty behavior. (Dining Room andBanquet Management -Thomson Delmar publishers- Page 27By Anthony J Strianese, Pamela P Strianese -
2003 - 413 pages)
CUSTOMER LOYALTY: Loyalty BEHAVIOR means the act of customers making
repeat purchases of their current brand, rather than choosing a competitor brand
instead. Loyalty is so valuable because it has a huge impact on market share.
Established repeat customers may often generate superior profit margins. They
require less customer care, have less price sensitivity, need fewer advertisingand promotional inducements, they refer their family and friends to your brand
and so on.Ruth Fantasia, speech given to the capital district chapter of the national restaurantassociation May 2000, Saratoga Springs New York
FACTORS THAT EFFECT CUSTOMER SATISFACTION
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Satisfaction with product or service offerings is influenced by a variety of factors
such as quality, price, taste, timeliness, environment and performance. Several
of these factors, are in turn influenced by customer perceptions and
expectations. Customer perceptions and expectations often result from
evaluation of alternative product and service offerings and the uniqueness of
customer needs and wants.
"Satisfaction" itself can refer to a number of different facts of the relationship with
a customer. For example, it can refer to any or all of the following:
Satisfaction with the quality of a particular product or service
Satisfaction with an ongoing business relationship
Satisfaction with the price-performance ratio of a product or service
Satisfaction because a product/service met or exceeded the customer's
expectations
[Charles Bernstein, "The two restaurant kings: Customers, Managers," Nation's restaurant news
(May 7th, 1990) Pg: 41]
In the public sector, good customer service generates satisfied or delighted
customers. Satisfied customers lead to increased compliance, improved
information exchange, improved relationships, increased trust, and potentially,
decreased workloads or costs.
In the private sector, good customer service leads to satisfied or delighted
customers, which generates customer loyalty, which produces increased
revenues and reduced costs.
www.powerdecision.com/customersatisfaction
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TOPIC
FACTORS THAT INFLUENCES CUSTOMER SATISFACTION OF PEARL
CONTINENTAL RAWALPINDI
PROBLEM STATMENT
1. How could the high level of customer satisfaction be achieved for PC
Rawalpindi?
PURPOSE OF STUDY
The main objective of the research is that, to find out the factors that affects the
customers satisfaction, which is the only way to increase the productivity of the
hotel, and how could the high level of customer satisfaction be achieved for PC,
which are the factors the management should emphasize on, and where its
lacking in terms to get maximum customer satisfaction because if customer
would be satisfied with the hotel it would be loyal to hotel and productivity of the
hotel will tend to increase. It is a challenge for PCHR to maintain the standard of
services and customer satisfaction is very crucial, and the biggest challenge for
PC is to maintain its standard and keep on providing the quality services. The
most basic objective of that customer satisfaction-surveying program is to
generate valid and consistent customer feedback (i.e., to receive the voice of the
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customer, which can then be used to initiate strategies that will retain customers
and thus protect the most valuable corporate asset--loyal customers).
The schematic preview of the theoretical framework:
18
Quality of food
Prices
Nutritious value
Comfortable
Environment
Fast and efficient
services
Satisfaction with
taste
Customer
satisfaction
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HYPOTHESIS:
Null hypothesis
H0 : =0
Customer satisfaction in case of PC Rawalpindi does not depend on quality of
food, prices, nutritious value, confirmable environment, efficient services and
satisfaction with taste.
Alternative hypothesis
H1 : 0
Customer satisfaction in case of PC Rawalpindi depends on the quality of food.
H2 : 0
Customer satisfaction in case of PC Rawalpindi depends on the prices.
H3 : 0
Customer satisfaction in case of PC Rawalpindi depends on the nutritious value
H4 : 0
Customer satisfaction in case of PC Rawalpindi depends on the comfortable
environment
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H5 : 0
Customer satisfaction in case of PC Rawalpindi depends on the efficient
services.
H6 : 0
Customer satisfaction in case of PC Rawalpindi depends on the satisfaction with
taste.
THEORETICAL FRAMEWORK
The variable of primary interest to this research is the dependent variable of
customer satisfaction. The variance in this variable is attempted to be explained
by six independent variables.
Quality of food
Prices
Nutritious value
Comfortable Environment
Fast and efficient services
Satisfaction with taste
RELATIONSHIPS AMONG THE VARIABLES
The less the level of quality the greater would be the dissatisfaction of customer.
This is because the aspects or characteristics, which are necessary to satisfy the
customer, include quality, worth and eminence. If they do not get high quality
food then of course customer will never be satisfied because mostly people are
quality conscious. Unless there is high quality food, the satisfaction level of
customers would decline continuously. The less the level of eminence the less
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would be the sense of happiness and contentment that the customers feel
towards the food.
Everyone in this world likes to eat that food which is not only good in quality but
also have a good taste and provide customers nutritious value. If the customers
will get good quality food but that food is taste less and also increase the calories
than high quality of food is of no benefit. The less the taste level the more
dissatisfaction occurs among customer.
An other important variable, which influences the level of customer satisfaction, is
the environment and cultural differences. It is widely acknowledged that food
choice is subject to cultural differences. As everybody knows, taste preferences
differ between countries, but also the perception of what is healthy, what is
convenient, and which types of production are acceptable may differ. Like the
people of Pakistan like to eat spicy food and give preference to the product of
meat while on the other hand Indian give preference to product having vegetable
and people of western countries dont like spicy food, and a big number of PCcustomers are foreigners.
THE NATURE AND DIRECTION OF RELATIONSHIPS:
From the above discussion it is clear that the lower the level of quality, the higher
would be the level of customer dissatisfaction. Thus a negative relationship exists
between these two variables. Moreover, the relationship between' the level of
taste, prices texture and the level of customer satisfaction is negative i.e., with
the decrease in the levels of the above-mentioned independent variables, the
level of satisfaction increases.
WHY IS THIS RELATIONSHIPS EXPECTED TO EXIST?
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From our previous findings we can say that:
Lower levels of quality decrease the satisfaction of customer, then the
productivity
Low level of taste and flavor makes the customer dissatisfied that effects
revenue
A low level of services and nutritious value result in a unhappiness in result
loss of revenue or productivity
The less proper pricing of a food, less of the customer will attracted
The higher will be the nutrition value, the higher will be customer satisfaction
If the customers will be served well, they will be more satisfied
PROCEDURE/ RESEARCH DESIGN DETAILS
INSTRUMENTS FOR DATA COLLECTION
On ground observations
Questionnaire
NATURE OF STUDY:
This report attempted to analyze the relationships between the dependent and
independent variables, so this study was analytical in nature. Cross-sectional or
longitudinal study, this study is cross-sectional in nature as the data was
collected over a period of three months and also the study is not continuation of
any previous study.
STUDY SETTING:
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The variables in this study were neither controlled nor manipulated, and no
artificial setting was created for the study so this is a field study.
TIME HORIZON:
The data for this research were collected over a six-month period. Because the
team on this organization had done no previous research, so the study was
cross-sectional in nature.
UNIT OF ANALYSIS: Individual
The researchers were interested in measuring the level of satisfaction on the part
of the customers, so the unit of analysis for this project was each individual
customer.
DISCRIPTIVE STUDY
This study is a descriptive study because this study is undertaken in order to
ascertain and be able to describe the characteristics of the variable such as food,
quality, services, environment, customer care that effects on customer
satisfaction that leads to high productivity. The goal of this study is to offer a
profile or to describe relevant aspects of the phenomena of interest from an
individual and organization.
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METHOD SECTION
POPULATION
The population of the study comprised customers in the five star hotels like PC.
Sampling design
Proportionate stratified random sampling
As pearl continental hotel have four outlets for its customers, Bukhara, Tai Pan,
Marco Polo, and Front page.
The Bukhara Restaurant offers a variety of traditional barbecue dishes and at
Tai Pan, sumptuous Chinese cuisine is served in an elegant setting. Pakistani
and Continental food is served at the Marco Polo. I have taken the number of
samples (customers) from each outlet using Proportionate stratified randomsampling (25% of the elements from each outlet). I have taken the sample of 30
customers.
WHEN WAS THE DATA COLLECTED:
For the purpose of collection of data visits, personal observations and
questionnaires were distributed. The questionnaires were administered
personally and were collected on the same day. For the people who could not
understand it personal guidance was provided, so that the answers are notambiguous. Each person, on average took almost 15 minutes to respond. It was
assured to the employees that their responses would be kept confidential, so that
any sort of bias could be avoided
MAIN VARIABLES:
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The variables of primary interest to this research are the dependent variable and
independent variable, which are as follows: -
INDEPENDENT VARIABLES:
Prices
Quality
Taste
Services
Environment
Nutritious value
DEPENDENT VARIABLE:
Customer satisfaction
INDEPENDENT VARIABLES
PRICES: Customer satisfaction is also inextricably linked to price. We canbe satisfied with a product that performs adequately when the cost is low,
yet we may be dissatisfied with adequate performance if we've paid more.
So if price is the weakest foundation for a brand, then why have an
objective that varies according to the price paid? Additionally, a
commitment to increasing customer satisfaction usually means increasing
costs, with an unknown effect on profitability. The problem is compounded
when customer satisfaction is tied to compensation. That can lead to
"purchasing" customer satisfaction with lower pricing or to resistance to
innovation or other changes that could impact satisfaction
levels.Satisfaction is important, but in the customer economy, it is no
longer enough. Customer satisfaction provides little guidance about what's
wrong, how to fix it, or even whether a customer is worthy of satisfaction.
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Even worse, it can distract from increased profitability or customer equity.
So stop looking for warm-and-fuzziness from customers, and start looking
for the definitive ways they hold you accountable to their bottom line.
( Quality Facility Management: A Marketing andCustomer Service Approach - Page
70, By Stormy Friday, David G. Cotts - 1994 - 240 pages-john Wiley and sons inc )
QUALITY:
Customer satisfaction and customer value have become the priority of both
manufacturers and service provider in the increasingly intensified competition
for customers in today's customer-centered era. However, findings regarding
service quality, customer satisfaction and customer value are rather divergent
and related studies are fragmented, especially for the complicated
interrelationships among them to improved quality, reduced cost and
increased customer satisfaction.
In an ideal capital market companies will produce their product to meet consumer
tastes, the more competition that enters the market, the better the quality and
prices.
TASTE:
The main focus of the fast food industry, unless otherwise directly stated by the
corporation, is the taste of food, not the nutritional value. Consideration of
savings and customer satisfaction with taste are kept in perspective. The current
image of an innutritious and barely satisfying taste actually helps the industry.
The lowered expectations, mostly based upon a consumers value of product
versus cost, allow the fast food industry to operate at lower standards than other
restaurants.
SERVICES:
Service personnel are pleasant and helpful. The food service facility is clean,
sanitary and safe.
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ENVIRONMENT:
To justify the description 'healthy eating environment' it is essential that high
standards of food safety and hygiene be guaranteed throughout the premises.
No smoking is considered to be the norm. Non-smoking areas must be
clearly indicated.
NUTRITIOUS VALUE:
Providing healthy food choices indicating and identifying healthier alternatives
prepared in a healthier way, offering more fiber and less fat with a vast choice of
food like continental, desi, chines, fast food., salt and sugar e.g. use of oils, low
in saturates and rich in mono-unsaturated and offering a choice of lower-fat
vegetarian main dishes.
PROBLEMS OF VALIDITY:
As the data collected was primary as well as secondary i.e. it was collected from
the customers of Pearl Continental but the occurrence of choices of other five
star hotels in market may led to the change in tastes and preferences of
customers.
BIAS:
There was no bias in my study.
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Sample of Questionnaire
You are requested to kindly fill questionnaire to help in a study being carried out to know
the hotels customer satisfaction level. The information will not be disclosed except to be
used in libraries to help students.
SAMIA SAFDAR (MBA-MARKETING NUML)
Did you visit PCHR as?
Single Family Friends
Colleagues
How do you rate PCHR (PC hotel Rawalpindi)?
Outstanding good normal poor Disappointing
1 2 3 4 5
Do you like Food quality?
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Do you like Hotel dcor?
Do you like Speed of service?
Do you like Courtesy of
Employees?
Do you like Cleanlinessin hotel?
Value for money you aregetting here?
How is Customer care?
Rate Privilege card
Facility?
Overall experienceat PC?
Strongly Somewhat Agree nor Somewhat Strongly
Disagree Disagreee Disagre agree Agree 5 4 3 2 1
Food is as good
as expected?
Services are as goodas they used to be
Im satisfied with the
price I pay
Lower prices can stillbe profitable
Hotel is justified incharging its prices
Environment iscomfortable?
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Every one at PCis polite
Would you recommend
PC to others?
Any comments you would like to give?
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Tell us about yourself
Name (optional)- - - - - - cuisine/outlet - - - - - - -
Locality - - - - - - - - - - -
Thank you so much for your time and interest
Graphical representation
1 - Did u visit PC RWP as?
Frequency
Single 3Family 18Friends 10Colleagues 3Others 0Total 34
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colleagues
friends
family
single
did u visit PC RWP as
2 - How do u rate PC RWP in food?
Frequency
Poor 2Normal 7Good 9Outstanding 16Total 34
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outstanding
good
normal
poor
how do u rate PC RWPin food
3-How do u rate PC RWP in hotel dcor?
Frequency
Outstanding
Good
Normal
20
11
3Poor
Disappointing
0
0Total 34
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outstanding
good
normal
how do u rate PC RWP in hotel decor
4- How do u rate PC RWP in speed of service?
Frequency
Outstanding
Good
Normal
9
15
10Poor 0
Disappointing 0Total 34
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outstanding
good
normal
how do u rate PC RWP in speed of service
5- How do u rate PC RWP in courtesy?
Frequency
Outstanding
Good
Normal
20
14
0Poor 0
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Disappointing 0
Total 34
outstanding
good
how do u rate PC RWP in courtesy
6- How do u rate PC RWP in cleanliness?
Frequency
Outstandin
g Good
Normal
24
10
0Poor 0Disappointi
ng0
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Total 34
outstandinggood
how do u rate PC RWP in cleanliness
7- how do you rate PC RWP in value for money?
Frequency
Outstanding
Good
Normal
6
17
11Poor 0
Disappointing 0Total 34
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outstanding
good
normal
How do you rate PC RWP in value for money
8 - How do you rate PC RWP in providing privilege card facility?
Frequency
Outstanding
Good
Normal
0
11
13Poor 10Disappointing 0
Total 34
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good
normal
poor
how do you rate PC RWP in providing privilege card facility
9- how do you rate PC RWP in providing customer care?
FrequencyOutstanding
Good
Normal
12
11
11Poor 0Disappointing 0Total 34
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outstanding
good
normal
how do you rate PC RWP in prviding customer care
10- How was your overall experience at PC RWP?
Frequency
Outstanding
Good
Normal
19
12
3Poor 0Disappointing 0Total 34
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outstanding
good
normal
how was your overall experience at PC RWP
11- Food is as good as expected?
Frequency
Strongly agree
Somewhat agree
19
10Neither 4Somewhat disagree
Strongly disagree
1
0Total 34
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strongly agree
somewhat agree
neither
somewhat disagree
Food is as good as expected?
12 - Services are as good as they used to be?
Frequency
Valid Strongly agree
Somewhat agree
18
11
Neither 5Somewhat Disagree
Strongly disagree
0
0Total 34
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strongly agree
somewhat agree
neither
Services are as good as they used to be?
13-I am satisfied with the price I pay?
Frequency
Valid Strongly agree
Somewhat agree
2
22Neither 9
Somewhat DisagreeStrongly disagree
01
Total 34
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strongly agree
somewhat agree
neither
strongly disagree
I am satisfied with the price i pay
14 - Lower prices can still be easier for me?
Frequency
Valid Strongly agree
Somewhat agree
31
3Neither 0Somewhat
Disagree
Strongly disagree
0
0
Total 34
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strongly agree
somewhat agree
Lower prices can still be easier for me?
15 - Hotel is justified in charging its prices?
Frequency
Valid Strongly agree
Somewhat agree
0
23Neither 11Somewhat
Disagree
Strongly disagree
0
0
Total 34
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somewhat agree
neither
Hotel is justified in charging its prices?
16 - Every one at PC RWP is polite?
Frequency
Valid Strongly agree
Somewhat agree
21
13Neither 0Somewhat Disagree
Strongly disagree
0
0
Total 34
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strongly agree
somewhat agree
Every one at PC RWP is polite?
17- Environment is comfortable?
Frequency
Valid Strongly agree
Somewhat agree
22
11
Neither 1Somewhat
Disagree
Strongly disagree
0
0
Total 34
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strongly agree
somewhat agree
neither
Enviornment is comfortable?
18 - Would you recommend PC RWP to your friends and colleagues?
Frequency
Valid Strongly agree
Somewhat agree
28
6Neither 0
SomewhatDisagree
Strongly disagree
0
0
Total 34
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strongly agree
somewhat agree
Would you recommend PC RWP to your friends and collegues
Null hypothesis
H0 : =0
Customer satisfaction in case of PC Rawalpindi does not depend on quality of
food, prices, nutritious value, confirmable environment, efficient services and
satisfaction with taste.
Alternative hypothesis
H1 : 0
Customer satisfaction in case of PC Rawalpindi depends on the quality of food.
H2 : 0Customer satisfaction in case of PC Rawalpindi depends on the prices.
H3 : 0
Customer satisfaction in case of PC Rawalpindi depends on the nutritious value
H4 : 0
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Customer satisfaction in case of PC Rawalpindi depends on the comfortable
environment
H5 : 0
Customer satisfaction in case of PC Rawalpindi depends on the efficient
services.
H6 : 0
Customer satisfaction in case of PC Rawalpindi depends on the satisfaction with
taste.
Level of significance:
=0.05
Test statistics:
2 = (Oi ei)2 / ei
Calculation:
Observation
s
Expected
Frequenc
y (oi - ei)2 (oi - ei)
2/ ei
(Oi) EiStronglyAgre
e 270 122.4 21785.76 177.98
Somewhat
agree 227 122.4 10941.16 89.39
Agree nor
Disagree 98 122.4 619.76 5.06
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Somewhat
Disagree 16 122.4 11320.96 92.49
Strongly
disagree 1 122.4 14737.96 120.40
612 485.32
2cal =485.32
Critical region:
2(k-1, ) =
24,0.05) = 9.49
Conclusion:
485.32> 9.49
Calculated value is greater than the tabulated value so we reject Null Hypothesis
and accept Alternative Hypothesis.
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LITERATURE REVIEW
Books/Articles on customer satisfaction
Research notes By Dr. Suku Bhaskaran, Director Australian Food
Marketing Center, Victoria University, 301 Flinders Lane
Handbook of Customer Satisfaction and Loyalty MeasurementBy Nigel Hill Gower Publishing, Ltd.- 2000 - 290 pages
Making Customer Service Happen: A Simple and Effective Guide to
Achieving Customer Satisfaction...
By Kristne Hickey, Neville Lake publisher lea Dawson- 2001 - 128 page
Best Practices in Customer Service - Page 405
By Amacom publications New York- 1999 - 414 pages
Know Your Customer: New Approaches to Understanding Customer
Value and Satisfaction - Page 221
By Woodruff and Sarah fisher-blach well publishing UK - 1996 - 360 pages
Quality Facility Management: A Marketing and Customer Service
Approach - Page 70
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By Stormy Friday, David G. Cotts - 1994 - 240 pages-john Wiley and sons
inc
Delighting Customers: How to Build a Customer-Driven Organization -
Page 17
By P Donovan -publisher Springer-1995 - 272 pages
Nation's restaurant news 33, no.37 (September 13,1999); "operators fine-
tune fundamentals, forge stronger links to loyalty."Pg.85;"customer
satisfaction service," Robin lee Allen,
Pg.86-88;"Customer satisfaction: customer vs. customer Paul frumkin,
pg.122-124
BOOKS/ARTICLES ON HOTEL AND RESTURANTS
Dining Room and Banquet Management -Thomson Delmar publishers-
Page 27
By Anthony J Strianese, Pamela P Strianese - 2003 - 413 pages
Best Practices for Customer Service -published by HRD press- Page 459
By Zemke Ron, Woods John - 1998 - 600 pages
Key Customers: How to Manage Them Profitably - Page 6
By Malcolm McDonald, Beth Rogers, Diana Woodburn - 2000 - 319
pages, Elsevier publishers
Noel Cullen, Ed.D, CMC, AAC, "Opening a successful restaurant", the
national culinary review (July 1999) 4,6 page.
Ruth Fantasia, speech given to the capital district chapter of the national
restaurant association May 2000, Saratoga Springs New York
Charles Bernstein, "The two restaurant kings: Customers, Managers,"Nation's restaurant news (May 7th, 1990) Pg: 41
RELATED SITES
Customer Service Secrets
Top leaders discuss how they serve their customers.
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www.secretsofsuccess.com
Customer Survey Guidebook
www.greatbrook.com
www.pchotels.com/pchr
http://www.greatbrook.com/http://www.greatbrook.com/