Business Dissertation Research Proposal

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Name: Sabrina Shaw

Student ID: SC-KL-00036825

UAD ID: 1108206

Course: B.A (Hon.) Business Administrations

Module: Practical Business Research

Module Code: MT1011F

Module Leader: Mr. Brian Cunningham

Module Tutor: Mr. Pillay

Email Address:[email protected]

Title: Customer satisfaction towards services provided by Anjappar Sdn. Bhd.
mailto:[email protected]:[email protected]:[email protected]:[email protected]


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ContentsResearch Proposal: ........................................................................................................................................ 2

Rationale: ...................................................................................................................................................... 3

Research Objectives ...................................................................................................................................... 6

Research Methodology: ................................................................................................................................ 6

Balanced scorecard ....................................................................................................................................... 7

Time Plan....................................................................................................................................................... 8

References .................................................................................................................................................. 12

Appendices .................................................................................................................................................. 13

Research Proposal:


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Title: Customer satisfaction towards services provided by Anjappar Sdn. Bhd.

Rationale:

FoodService defines those businesses, institutions, and companies responsible for any meal

prepared outside the home. This industry includes restaurants, school and hospital cafeterias,

catering operations, and many other formats. Commercial foodservice establishments accounted

for the bulk of food-away-from-home expenditures in 2010. This category includes full-service

restaurants, fast food outlets, caterers, some cafeterias, and other places that prepare, serve, and

sell food to the general public for a profit.

A restaurant is a business establishment which prepares and serves food and drink to customers

in return for money, either paid before the meal, after the meal, or with a running tab. Meals are

generally served and eaten on premises, but many restaurants also offer take-out and food

delivery services. Restaurants vary greatly in appearance and offerings, including a wide variety

of the main chef's cuisines and service model. Many restaurants are small businesses, and

franchise restaurants are common. There is often a relatively large immigrant representation,

reflecting both the relatively low start-up costs of the industry and the cultural importance of

food.

The foodservice industry is divided into two segments. The commercial segment makes up 80

percent of the industry and includes operations in restaurants, catering and banquets, retail,

stadium, airlines, and cruise ships. The noncommercial segment includes schools and universities,


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the military, health care, business and industry, and clubs. There are five restaurant segments in

the foodservice industry: Family dining full-service restaurants, casual dining full service

restaurants, fine dining full service restaurants, quick service restaurants and quick casual

restaurants.

The leading sectors in the Malaysian consumer foodservice industry are the caf/bar segment, the

full-service restaurant segment and the fast food segment. These three segments of the

foodservice market account for over half of sales in both value and volume terms. However,

there are opportunities to be found in the smaller sectors of the market as well. (Foodservice

Malaysia, 2012)

Malaysia has a strong tourism industry and this is reflected in the large number of hotels and

resorts present in the country. The tourism sector is quite important to the foodservice industry as

it is home to many five-star hotels (which usually have at least one full-service restaurant). This

sector has been growing and is expected to continue doing so as the government has been

encouraging expansion. It should be noted, however, that Malaysian tourism is recovering from a

decline in 2009, caused by H1N1 and the global financial crisis.

Anjappar Chettinad Restaurant is a privately owned and operated casual restaurant chain that

operates primarily in the Indian state of Tamil Nadu. The first Anjappar opened in 1964 in

Chennai. Since then, it operates over 30 restaurants in India, the United States, United Arab

Emirates, Qatar, Canada, Malaysia, Sri Lanka and Singapore. The Anjappar restaurants focus on

producing traditional Chettinad food, a local cuisine from the Sivagangaregion of Tamil Nadu,

India.


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This branch, nestled in a cozy corner in the majority Indian enclave of Masjid Jamek, a sub

locality of Kuala Lumpur, opened very recently in 2013. It caters to the taste buds of both

foreign and local Indians alike, serving up a wide range of local and foreign culinary delights.

With two other outlets throughout Malaysia, Anjappar Masjid Jamek is directed by Mr. Tas

Mashoor. (Anjappar, 2013)


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Research Objectives

This research is being conducted to investigate consumer perception towards services provided

by the restaurant Anjappar Sdn. Bhd.

The purpose for conducting this research is:

To identify customer satisfaction regarding general service provided in Anjappar

To analyze and observe key factors prompting customers to patronize this franchise

To identify key elements in order to improve the companys service levels

Research Methodology:

This research project is to be conducted on site, at the premises of Anjappar Sdn Bhd which is

located in Masjid Jamek, Kuala Lumpur. A total of 100 diners who patronize Anjappar Sdn Bhd

located in Masjid Jamek and dine at said location will be the target of this study. The participants

of this study are required to be a minimum of 18 years old. This survey will include both sources

of primary and secondary data. Primary data is original data, generally collected during the

process of investigation, while secondary data is data which has already been collected by an

external source and is readily made available through sources like the internet, a company data or

research journals. The primary data used in this research project will involve gathering

information from and interviewing the customers of Anjappar Sdn Bhd. This while be done

using face to face contact with customers dining at the premises. A questionnaire will be

presented to the diners, to be filled up at their leisure while they are waiting for their food to

arrive.


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In this questionnaire, there will be a total of 50 questions to be filled up by the respondents, 40

close ended questions and 10 open ended questions. These questions pertain to the customers

attitude and perception of services offered at Anjappar Sdn Bhd, and the overall experienced

enjoyed while dining at the restaurant. There will be questions related to the demographics of the

customer, such as age, race, gender, and occupation at the beginning of the questionnaire.

Secondary data will be collected from books, journals, magazines, interviews and online

publications.

Balanced scorecard

Balanced scorecard is used to measure the customer satisfaction towards services provided by

Anjappar and customers expectation. Anjappar itself was clearly aware that listening to their own

customers and analyzing the changing needs can help Anjappar to continuously render the best

services to their customers and increase their sales forecasts. Customer perception towards

services provided by Anjappar is important to Anjappar Sdn Bhd because it represents the

quality of their services, and customer loyalty to them.


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Time Plan

Month Week Items Remarks

July 2013

1

2

3 Discuss and find titles Done

4 Submit title and get approval Done

August

2013

1 Send invitation letter Done

2 Hari Raya Holiday

3 Preparing proposal draft Done

4 Draft being checked Done

September

2013

1 Final checking of proposal In progress

2 Proposal submission

3 Drafting table of contents

4 Break week


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October

2013

1 SPSS class starts

2 SPSS class

3 SPSS class

4 SPSS class

November

2013

1 SPSS class

2 SPSS class

3

4 Preparing literature review

December

2013

1 Draft the questionnaire/Pre-testing

2

3 Questionnaire distributing and

interview carried out

Meet supervisor

4


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January

2014


interview carried out

Meet supervisor

2 Examination period

3 Preparing for coursework submission Meet supervisor

4

February

2014

1

2 Chinese New Year Break

3 Chinese New Year Break


interviews carried out

Meet Supervisor

March

2014

1 Data sorting and analysis through SPSS

2

3

4 Meet supervisor


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April 2014

1 Writing discussion and conclusion,

abstract and references

2 Compiling, editing and checking

3

4 Further checking of project

May 2014

1 Submit the research for assessment

2

3

4


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References

USDA ERS - Food Service Industry. 2013. USDA ERS - Food Service Industry. [ONLINE] Available at:

http://www.ers.usda.gov/topics/food-markets-prices/food-service-industry.aspx. [Accessed 04 September 2013].

Anjappar. 2013. Anjappar. [ONLINE] Available at: http://www.anjappar.com/. [Accessed 04 September 2013].

Welcome to the Restaurant and Foodservice Industry . 2013. Welcome to the Restaurant and Foodservice Industry .

[ONLINE] Available at: http://wps.prenhall.com/chet_nra_foundations_1/154/39652/10151014.cw/index.html.

[Accessed 04 September 2013].

Gordon Patzer, 1995. Using Secondary Data in Marketing Research: United States and Worldwide. Edition.

Praeger.

Mary B. Gregoire, 2012. Food Service Organizations: A Managerial and Systems Approach (8th Edition). 8 Edition.

Prentice Hall.

Robert S. Kaplan, 1996. The Balanced Scorecard: Translating Strategy into Action. 1 Edition. Harvard Business

Review Press.

Mahmood A. Khan, 1999. Restaurant Franchising. 2 Edition. Wiley.


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Appendices:

Location Map 1:

Road Map of Anjappar Sdn Bhd at Lebog Ampang, Masjid Jamek.

(Source: Google Maps Malaysia (2013) [Online] Available from:http://maps.google.com/

[Accessed on 1 Sep 2013]
http://maps.google.com/http://maps.google.com/http://maps.google.com/http://maps.google.com/


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Location Map 2:

Satellite Map of Anjappar Sdn Bhd at Lebog Ampang, Masjid Jamek.

(Source: Google Maps Malaysia (2013) [Online] Available from:http://maps.google.com/

[Accessed on 1 Sep 2013]
http://maps.google.com/http://maps.google.com/http://maps.google.com/http://maps.google.com/


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Photographs:


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