It is about execution in the restaurant business and critical success factors

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

The restaurant industry appeals to those people who are interested in starting their own business. The restaurant industry has no shortage of failures. The purpose of the study is to shed light on why some restaurants fail and succeed and what factors are responsible for the success of the restaurant. This study is of particular importance to the service industry and service marketing industry practitioners mainly for the hospitality industry sector. The aim of the study is to assess the critical success factors which are considered in while executing in restaurant business. The result of the case study analysis was based on interviews from the owners of the 4 restaurants who determined that the service and quality of food provided in the restaurant in necessary while considering customer satisfaction. Areas such as change management, innovative leadership, or agents of change would fit into further research. Since, there is limited academic research pertaining to full-service restaurants, the findings of this research will be valuable to students looking to this industry as a career as well as scholars interested in conducting future research.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Rationale of the study2

Problem Statement2

Purpose of the Study3

Significance of the Study4

Research Question5

Research Aim5

CHAPTER 2: LITERATURE REVIEW6

Restaurant Industry6

Defining Success8

Critical Success Factors9

Critical Success Factors in Restaurant Industries12

Customer Satisfaction13

Customer Loyalty and Behavioural Intentions16

Use of best practices to retain customers20

Role of Customer Service21

Nature of customer service22

Importance of customer satisfaction25

Service Quality27

CHAPTER 3: METHODOLOGY30

Qualitative Research31

Interviews32

Case Study33

Sample34

Strength and weaknesses of interview research34

Informed Consent35

Confidentiality35

Validity and Reliability36

Research Ethics37

CHAPTER 4: ANALYSIS AND DISCUSSION39

Case Study Analysis39

Restaurant A39

Restaurant B40

Restaurant C40

Restaurant D41

Common factors among case studies42

Discussion42

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS45

Conclusion45

Recommendations47

Implications of Future48

REFERENCES50

BIBLIOGRAPHY54

CHAPTER 1: INTRODUCTION

Background of the Study

The restaurant industry appeals to those people who are interested in starting their own business. The heritage of restaurants is built on many entrepreneurs who include Colonel Harland Sanders (KFC), Ray Kroc (McDonalds), David Thomas (Wendy's), Thomas Monahan (Domino's Pizza), Wolfgang Puck (Wolfgang Puck Bar and Grill, Spago, Chinois, Postrio), Howard Schultz (Starbucks), Steven Schussler (Rain Forest Cafe), Emeril's New Orleans Fish House and many others. The success of individuals such as them is based on low entry barriers and love food by the people who tend to draw the attention of entrepreneurs in to running this business. Koys (2003) slightly modify the Rockart definition of CSFs: “Critical success factors can be defined as a small number of easily identifiable operational goals shaped by the industry, the firm, the manager, and the broader environment that are believed to ensure the success of an ...