Research: Interviews and Observations

Interviews and Observations

I had conducted face-to-face interviews with 20 students dining at PappaRich. Each students were asked 20 questions regarding their satisfaction level in terms of food, services, staffs and dining environment at PappaRich. The questions are shown in the following post.

During the interviews, I was not able to take much photo with the respondents as most of them were camera-shy. Therefore, I had also make some direct observations at PappaRich whereby several photos had been taken to support my findings. The photos will be posted in the following post.

Interview’s Questions

The interview’s questions are separated into four parts that are food, dining environment, services and staffs. The respondents were asked to state their level of disagreement or agreement with the questions which range from strongly disagree (1), disagree (2), neutral (3), agree (4) and strongly agree (5) for each question asked by me. Each level of disagreement or agreement is assigned with a point that is 1, 2, 3, 4 and 5 respectively in order to calculate the average mean of each part of the questions. They were also encouraged to provide any comment in order to improve customer satisfaction of PappaRich. 

The following section outlines the questions asked during the face-to-face interview:

1. Food
    (a) Does the menu board easy to read and understand?
    (b) Does the menu provide variety selection of food?
    (c) Is the food being served hot and fresh?
    (d) Is the food being served in good condition and appearance?
    (e) Are the dishes tasty and delicious?

2. Dining Environment
    (a) Is the restaurant clean?
    (b) Is the lighting good?
    (c) Does the seating arrangement neat and comfortable?
    (d) Is the temperature in the restaurant comfortable?
    (e) Is the restaurant well-ventilated?

3. Services
    (a) Are you seated promptly?
    (b) Is the waiting time short?
    (c) Does the food order correct and complete?
    (d) Dis your meal items were served correctly as ordered?
    (e) Does the food served rapidly?

4. Staffs
    (a) Are the staffs friendly and courteous when taking your order?
    (b) Are the staffs able to answer all your questions?
    (c) Does the staffs speak clearly and politely?
    (d) Do the staffs dress appropriately and neat in appearance?
    (e) Do the staffs make the bills without errors?

Here is the photo taken during interviews with respondents:

My Research Topic

As mentioned in the previous post, my research topic will be on customer satisfaction of PappaRich at TAR College. The investigation of customer satisfaction will be based on food, dining environment, services and the staffs of this outlet.

In order to carry out this research, I will conduct face-to-face interview with 20 students dining at TAR College's PappaRich and at the same time make some direct observations at PappaRich.

Say "Hi" to PappaRich

Introduction

This blog is created to discuss a business research on customer satisfaction of a local food and beverage chain franchise — PappaRich.

Company Background

Rich Tan founded PappaRich Group in 2005 with its first outlet in Selayang Mall. Over the years, PappaRich has grown rapidly with a total of 50 outlets throughout Malaysia. In other words, PappaRich has emerged as an awesome player in the local food and beverage chain. In addition, PappaRich is looking forward to become the largest and most popular franchise “Malaysian Delights Restaurant” either locally or internationally.

Among all the outlets, I have chosen PappaRich Express at Tunku Abdul Rahman (TAR) College to investigate customer satisfaction of PappaRich. As this outlet was newly established for not more than two years, I am not able to find much information regarding its background through internet. Therefore, I had conducted a short interview with its Assistant Outlet Manager, Mr. Jeeva. According to Mr. Jeeva, this outlet was established on 23 September 2011 and this is known as a "charity" business since the price of the food is offered much lower to the students than other PappaRich outlets outside TAR College.

During the interview, Mr. Jeeva also told me that the reason PappaRich choose to operate its business at TAR College is because they can foresee that the business at TAR College is able to generate favourable returns. In addition, TAR College consists of approximately 25,000 students and PappaRich was built just opposite the Cyber Center. This has offered great advantage to PappaRich as it can appeal to wider customers base easily and the promotion cost may be reduced subsequently. This has been proven through the profits that it makes. As according to Mr. Jeeva, the gross profits per day is approximately RM 7,000 - RM 7,500.

This is the video taken during the short interview with Mr. Jeeva. The video may consist some noise as it was taken outside the PappaRich restaurant and students were passing by the area.