An investigation into the role fo customer service in the choice of eatery of Ashesi University students

Date
2020-05
Authors
Amissah-Arthur, Esi Chrissie
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Abstract
Poor customer service has had diverse forms of impact on businesses all around the world and eateries are no exception. Statements such as “Their food tastes good but there are just too many flies around” and “The food tastes really good but they always get my order wrong” are a few of several opinions that customers of Ashesi eateries have shared concerning their customer service experiences. Research has also proven that customer service plays a significant role in the choice of eatery of several individuals. This dissertation therefore investigated whether the fact that customer service plays a significant role in the choice of eatery of several individuals is true for Ashesi students and whether a student’s perception of bad or good customer service quality affects their decision in choosing an eatery.Using the DINESERV model, this study employed a mixed method approach, using an online survey and semi-structured interviews and the data was analyzed in the form of case studies for the various eateries. Additionally, a quantitative analysis of the hypothesis using the Chi-Square Test was conducted to measure the relationship between customer service and choice of eatery of Ashesi students. The results of the research revealed that there was no statistically significant relationship between both variables (p-value of 0.882). Conclusively, Food quality and variety, not Customer Service, play a significant role in the choice of eatery of Ashesi students and a student’s perception of bad or good customer service quality may not influence their choice of eatery.
Description
Undergraduate thesis submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
Keywords
eatery, Ashesi University, customer service, food quality, DINESERV model
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