INDEPENDENT RESEARCH PROJECT

Student: Wen Lu Han
Class: 3HE5
ID: hawe260991

RESEARCH TOPIC

CONCEPT

CONTEXT

RESEARCH QUESTION

• What is customer satisfaction?
• What is Service Marketing Mix?
• How do Service Marketing Mix affect customer satisfaction in Hospitality Industry?
• What improvements can be made on Service Marketing Mix of a firm?

RATIONALE

FEASIBILITY

AIM

OBJECTIVES

• To find out Kirishima Japanese Restaurant's existing Service Marketing Mix and its level of customer satisfaction.
• To establish the links between the restaurant's customer satisfaction and its Service Marketing Mix.
• To suggest an improvement plan on the restaurant's current Service Marketing Mix in order to increase its customer satisfaction.

LITERATURE REVIEW

Marketing can be seen as a management process constantly identifying, anticipating, exceeding! delighting! consumer needs and wants and expectations at profit. (Wright. R, 2006)

The majority of marketing practitioners consider the Mix as the toolkit of transaction marketing and archetype for operational marketing planning. (Gronroos, 1994)

Bernard H. Booms & Mary J. Bitner's (1981) insight in relation to physical products and services led to an extension of the traditional marketing mix.

7PS OF KIRISHIMA JAPANESE RESTAURANT

Product
Place
Price
People
Promotion
Process
Physical Evidence
(Nakamatsu, 2014)

QUESTIONNAIRE

QUESTIONNAIRE FINDING

RECOMMENDATION

CONCLUSION

Good Marketing Mix = High Customer Satisfaction

Customer satisfaction is related to service quality (Babakus. E et al. 2004), and we try to measure service quality through Service Marketing Mix as service is created when it's marketed (Gayed & Albert, 2012).

METHODOLOGY

Research Philosophy
Research Approach
Research Strategy
Time Horizon
Data Collection Method
Population & Sampling

Untitled Slide

REFERENCE

• Bickerton. P., 2000. Cybermarketing. 2md Edition. Butterworth-Heinemann.
• Wright. R., 2006., Consumer Behaviour. 1st Edition. Thomson Learning.