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Running Head: Consumer Satisfaction Analysis: Product and Service Strategy of
Giguo Restaurant-Hokkaido Kombu Hotpot
Consumer Satisfaction Analysis: Product and Service Strategy of Giguo
Restaurant-Hokkaido Kombu Hotpot
Submitted by
Miki Hsieh (Ching Wen Hsieh)
1098200098
Submitted to
Dr. Aiden Yeh
Wenzao Ursuline College of Languages
January 11, 2013
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TABLE OF CONTENTS
Introduction: ……………………………………………………………… . 3
Background: ……………………………………………………………… . 5
Theoretical Framework: ………………………………………………… 7
Methodology: ………………………………………………………………. 9
References: ……………………………………………………………… . 10
Appendix
Consent/Cover Letter ……………………………………………………… 10
Questionnaire/Interview Questions ………………………………………… 12
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Introduction:
Nowadays, customers go to restaurant not just caring the food and also caring the
importance of experiences, which are characterized as satisfying customers’ psychic
or personal needs. Moreover, in this theory, customers care more about the
experiences that are provided by marketers, and they are willing to pay for them (Ting
Yueh Changa and Shun Ching Horng, 2008). Also, the National Restaurant
Association’s list of the top 20 food trends for 2010 suggests that we are making
decisions based on our health and the environment (NRA, 2010). Next, we can know
that in the food service society, consumers start to care about eating healthier food and
enjoying the high quality of service while they are eating meals. Good service as well
as good product, food in the restaurant for customers plays a significant role to decide
how good loyalty to keep visiting Giguo restaurant. In the last several years,
customers’ experiences become more and more important. Today, in fierce
competition environment, it is not enough to just follow the tradition rules of service,
but caring a slightly different way of thinking about customers’ needs. It is recognized
that many restaurant managers or cook work on enhancing customers’ overall
experience during consumption, for example a successful Chinese restaurant in
Taiwan-Giguo Restaurant-Hokkaido Kombu Hotpot. The study of Namkyung and
Jang (2007) explained through their research that healthy ingredients showed a strong
relationship with behavioral intention, however no significant influence on customer
satisfaction. Therefore, restaurants should focus on the effects of attributes of foods
and services that influence both customer satisfaction and as well as behavioral
intention. According to this study, we can know that the factors of food and service
change consumers’ satisfaction. In addition, previous service experiences normally
dictate how customers will act upon their restaurant dining experience. In general,
once a customer has received an excellent and memorable experience, they will
express favorable behavioral intentions in the future. Favorable behavioral intentions
can include recommending the restaurant to others, spreading positive word of mouth,
and becoming a loyal customer (Boulding, Kalra, Staelin, & Zeithaml, 1993;
Reichheld & Sasser, 1990). We can know that the healthier food was traced from
Japan and more importantly the elder were living longer and longer than other
countries. According to this study, we can understand why reasons appeal consumers
to buy its products. Also, this paper would like to investigate what makes it success,
what newly experience managers offering to their customer. Finally, according to this
paper, we can know how food and service strategies attract consumers to meet their
needs. Meanwhile, it is possible and worth others to follow or learn from it.
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Purpose of the study
The purpose of this research is to study the market situation and consumers’
satisfaction with food and service in Giguo restaurant. According to Pine and Gilmore,
“value added usually comes from product, service and experience. The former adds
less and the latter adds more. Experience can offer higher value because it is personal
and memorable”. The research focuses on what the crucial attractions are to identify
the wants and needs of consumers. Therefore, consumers’ needs make the strategies
developing well in Giguo restaurant. What consumers’ satisfaction in marketing
contained price, and place is so important to Giguo restaurant. In the end, this study
can prove that these factors will affect consumers’ satisfaction indeed. Importantly, in
the future these information will offer the restaurant managers to decide the right
direction precisely.
Limitation of the study
During the research, there are not always for me finding the perfect and complete
answers to the questions. In fact, there are two major limitations in my study. First,
there is not much information about Giguo restaurant in English. I have to translate
each sentence. Second, it is the empirical part and there is not easy to collect
questionnaires from people who had experiences eating a little higher price of Giguo
restaurant, especially for students as me. Besides, it is not easy to get the first
information from Giguo restaurant. No matter how difficult to analyse the papers or
how hard to find the answers, the final purpose is to achieve the goals. For example, I
will try to apply for a part time job in Giguo restaurant in the winter vacation or do the
survey.
Background:
In this study, we can know how good service and product can appeal to the
consumers repurchase in the competitive hotpot restaurant market.
Furthermore, to be successful, the focus of this research will be on one key aspect of
service experience, namely the customer service experience provided by Giguo
hotpot restaurant. One of the most important sections of each business is product or
service offering in the market. The concept of “value” has a niche in management
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issues. Understanding value concept from customer’s viewpoint & awareness of its
forming in administrative management is important. Value from customer's view is a
sum of benefits which comes to him from a product (goods or service) minus total
costs regarding this issue (Huber, Herrmann and Morgan, 2001).
1. About hotpotMany ears ago, lots of people like to eat hotpot to survive in the colder weather. The
Chinese hot pot history has existed for more than 1000 years and started from
Mongolia where the main ingredients were beef, mutton or horse. In addition,
expansion of hot pot in southern China from the Tang Dynasty to the Mongolian Yuan
Dynasty was increasing quickly. Furthermore, the hot pot became popular all over
the China in the Qing Dynasty (AD 1644 to 1912).
About Giguo hotpot restaurantGenerally speaking, the right time of eating hot pot is eaten in the winter. However,
nowadays we can also eat hot pot from spring to winter, especially in summer.
According to this, we can know that eating habits have been changing a lot; that is to
say, consumer satisfaction is different than before and consumers’ needs lead to the
restaurant shaped – Giguo hot pot restaurant. It is established in 2004 from only five
stores to nearly thirty stores in 2012. By this research, we who see this paper about
customers’ satisfaction with Giguo restaurant can exactly understand how this
product and service is good to satisfied consumers. Moreover, in this restaurant the
four key cores are sincerity, teamwork, innovation and most important is about
satisfaction to achieve the goals. Nowadays, it is famous for its good brand all over
Taiwan.
2. About kombuKombu is edible kelp from the family Laminariaceae widely eaten in East Asia. Most
kombu is extensively cultivated on ropes in the seas of Japan and Korea. Over 90% of
Japanese kombu is cultivated, mostly in Hokkaidō. In 1867, the word "kombu" first
appeared in an English-language publication. Since the 1960s, dried kombu has been
exported from Japan to many countries. It was available initially at Asian, and
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Japanese in particular, food shops and restaurants, and has later been sold by
supermarkets, health-food stores, and other nonspecialised suppliers.
2.1-Nutrition and health effects
Today in modern society, many people no matter male or female care about their
health and want to live longer by eating food. In fact, kombu is a good source of
glutamic acid, an amino acid responsible for umami, the Japanese word used for one
of the five basic tastes in addition to salty, sweet, sour, and bitter, identified in 1908.
Several foodstuffs in addition to kombu provide glutamic acid or glutamates.
Monosodium glutamate (MSG) is often used as a food additive and flavor enhancer.
Moreover, Kombu contains iodine, a mineral that is essential for normal growth and
development. However, its high iodine content has been blamed for thyroid
problems after drinking large amounts of soy milk in which kombu was an additive.
It is also a source of dietary fiber.
2.2-Geographical impact
Japan is an island nation located in the Pacific Ocean, East Asia. The country is an
archipelago of about 3600 islands, in which four main islands are Hokkaido, Hon-shu,
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Shikoku and Kyushu. Importantly, the kombu in the Giguo hotpot restaurant is from
the Hokkaido.
Theoretical Framework:
1-1 Theory of Customers Satisfaction
As earlier mentioned in the introduction of the study, customer satisfaction is the
ultimate priority of every company especially in hotel management. It is important for
companies to know and understand the theory of customer satisfaction in order to
improve it and exceeds the expectations of customers. Over the last decades customer
satisfaction has become very important for companies which leads to investing
heavily in improving their services that would contribute to a strong customer’s
satisfaction such as service quality and customer service (Hill. 1996: 1). A basic tenet
of marketing is that consumer satisfaction with a product is likely to lead to repeat
purchases, acceptance of other products in the product line, and favorable
word-of-mouth (Cardozo, 1965).
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2-1 Definition of satisfactionThe different aspects of satisfaction make definition difficult, mainly because it is
related to the complete consumption experience (Oliver, 1997):“satisfaction with
Events that happen during consumption; satisfaction with final outcome; satisfaction
with level of satisfaction received”. In this context, satisfaction is viewed in terms of
Singular events leading up to a consumption outcome (collective impression of these
events), and finally to the entire experience judgment.
2-2. Behavioral intentionIn the same vein, Malhotra and McCort (2001) argued, “ eliciting a greater
understanding of consumers’ behavioural intentions continues to be a primary concern
for marketing researchers. This is reflected in the frequency and rigor with which
researchers have explored and modelled the antecedents of the behavioural intentions
of consumers”. It has been noted that perceived value has significant influence on
customer behavioural intention just like dimensions of price and service quality
(Cronin, 2000).
2-3. Repurchase intention
Repurchase intention defined as“the individual’s judgment about buying a service
again, the decision to engage in future activity with a service provider, and what form
this activity will take” (Hellier et al., 2003). It is been argued that“RI, taking into
account the individual’s current situation and likely circumstances, is the most
appropriate dependent variable in any system of relationships designed to develop
management insight and improved strategic planning and service delivery (Zeithaml
et al., 1996). Previous research has suggested that factors of service quality and
customer satisfaction all have positive influence on RI (Hume, 2008; Mittal &
Kamakura, 2004).
3.1->Perceived priceAside from food, service and physical environment, perceived price is another factor
that influences customer satisfaction and behavioral intentions. Price is considered to
be a major indicator of customer satisfaction and behavior. Perceived price can be
defined as the customer’s acceptable, reasonable, and fair judgment about a service’s
average price in comparison to its competitors (Chen, Gupta, & Rom, 1994).
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Figure 1: Structure of CSE model
Moreover, based on the above discussion, the conceptualization of Customer Service
Experience model and our initial purposes of study, the following three research
hypotheses are established:
H1: Customer Service Experience is positively related to Satisfaction.
H2: Customer Service Experience is positively related to Behaviour Intention.
H3: Satisfaction is positively related to Behaviour Intention.
Methodology:
When I do the research, I have to care about both theoretical and empirical data
seriously. What is more, there are three main steps to do my research and finish them.
The first main step is about theoretical data, I have to collect this data and decide the
useful data to put in my papers. The second main step is with a data collection process
of combination questionnaires and online survey, according to the several processes of
finding the information, I will write at least 10 questions in my questionnaire about
the reasons to meet the consumers’ satisfaction. Moreover, questionnaires are made
two formats, one is A4 papers and the other is online survey for people having
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experiences eating in Giguo restaurant to answer. Also, the questionnaire and online
survey will be done and collected during the winter vacation in 2013.The last main
part is analysis of the data and making a conclusion in this study.
References:
Hoon Lim (2010). Understanding American customer perceptions on Japanese food and
services in the U.S
Javan Okumu (2012). Importance of Customers Satisfaction in Waskia Restaurant
Modi Guo (2012). SERVICE EXPERIENCE FROM CUSTOMERS' POINT OF VIEW An
empirical case study of a Chinese restaurant-­­Haidilao
MS Candidate Ubedullah Amjad Ali SHAIKH, & Naveed Ur Rehman KHAN (2011).
IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION: EVIDENCES
FROM THE RESTAURANT INDUSTRY IN PAKISTAN
Tran Nguyen Nam Phuong, & Zou Qing (2011). The Potential of a Japanese Restaurant in
Vaasa
Appendix
Appendix 1: Consent/Cover Letter
Date: 2012/12/20
Dear Participant:
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My name is Ching Wen Hsieh and I am a college student at Wenzao Ursuline College
of Languages. For my research paper in Research Writing course, I am examining
that more information about the Giguo hotpot restaurant’s consumers satisfaction.
Because you are valuable and important people who you have experience eating
the Giguo hotpot restaurant, I am inviting you to participate in this research study
by completing the attached survey.
The following questionnaire will require approximately 20-30 minutes to complete.
There is no compensation for responding nor is there any known risk. In order to
ensure that all information will remain confidential, please do not include your
name. Copies of the project will be provided to my Research Writing instructor. If
you choose to participate in this study, please answer all questions as honestly as
possible and return the completed questionnaires promptly or you can call me and
we can meet at Wenzao library’s door. Participation is strictly voluntary and you
may refuse to participate at any time.
Thank you for taking the time to assist me in my educational endeavors. The data
collected will provide useful information regarding analysis of collected data and to
write the conclusion for this research writing. If you would like a summary copy of
this study please do not hesitate to contact me. Completion and return of the
questionnaire will indicate your willingness to participate in this study. If you
require additional information or have questions, please contact me at the number
listed below.
If you are not satisfied with the manner in which this study is being conducted, you
may report (anonymously if you so choose) any complaints to The English
Department, Wenzao Ursuline College of Languages, 高雄市三民區民族一路 900
號, TEL：+886-7-342-6031; FAX：+886-7-342-7942.
Sincerely,
Ching Wen Hsieh (Miki Hsieh)
0911362473
Angel791015@hotmail.com
Aiden Yeh, Ph.D.
Instructor
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93086@mail.wtuc.edu.tw
Appendix 2: Questionnaire/Interview Questions
Demographic characteristics
1) Male
2) Female
Gender
1) 20 & under
2) 21 – 34 years
Age
3) 35 – 44 years
4) 45 – 55 years
5) 55 – 64 years
6) 65 & older
1) Alone
2) Family
3) Relatives
4) Friends (couple)
5) Business colleagues
6) Other
Dining companion
Attribute importance ratings
Extremely unimportant ----Neutral---->Extremely important
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Food
Taste
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Freshness
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Nutrients and
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
ingredients
Healthy options
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Cleanliness and
sanitation
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Food authenticity
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Service
Friendly and helpful
employees
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
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Attentive employees
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Employees’
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
knowledge of the
Giguo food and drinks
Dependable and
consistent
service
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Service authenticity
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Atmosphere
Lighting
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Interior design and
decoration
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Cleanliness of
employee
appearance
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Cleanliness of
restaurant
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Restaurant
temperature
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Restaurant
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
authenticity
Price fairness
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Restaurant location
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Customer satisfaction and behavioral intention ratings
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Strongly agree ----Neutral --->Strongly disagree
Customer satisfaction
My expectation of this restaurant
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
was high
I am satisfied with this restaurant
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
Behavioral intention
I would like to come back to this
restaurant in the future
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7
I would say positive things about
this restaurant to others
1----- 2 ----- 3 ----- 4 ----- 5 ----- 6 ----- 7