An investigation into the role fo customer service in the choice of eatery of Ashesi University students
Date
2020-05
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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
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Thesis
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Keywords
eatery, Ashesi University, customer service, food quality, DINESERV model