The Customers' Satisfaction of Fairwood

To give recommendation for the Fairwood to improve service quality from customers’ aspect.

3. Objectives (Usually no more than 4):

1. Understanding the background of the Fairwood in Tin Shui Shopping Centre.

2. Investigating the expectation and satisfaction of Fairwood’s service quality from customers’ point of view.

3. Finding out the issue of Fairwood and give the recommendation

4. Context (Why is this worthy of study?) (200 - 250 words maximum)

Nowadays, service quality is becoming more and more important of a successful business within hospitality industry. No matter the fast food restaurants or 5 star Hotel, they all considering the service quality that their provided.

Why service quality is so important in hospitality industry? Service quality is instrumental in increasing customer satisfaction, doing more with less, reducing costs, increasing sales and enhancing repeat purchases (Ching-Yick and Suk-Ching 2009). It gave example that service quality can affect customers’ satisfaction.

Besides, look into the catering industry, many restaurants or 3 to 4 star hotel has now started to look for quality of both food and service. It shows that the real competition in the industry is not just about price, it is about the quality of food and service. Hence, service quality is a valuable topic to increase the competitive advantage of the industry and keep the competitive business environment in long run.

In the fact that rapid growth of fast food industry during economic recession, fast food restaurant is selected to investigate the service quality for this study and Fairwood is chosen for the topic eventually.

The reason behind are Fairwood has less revenue than other fast food restaurants