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Full Project – The role of customers perception on restaurant brand in some selected restaurant in Nigeria

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CHAPTER ONE

1.0 INTRODUCTION

1.1 Background of the Study

Customer brand is the provision of brand to customers before, during and after a purchase. Everyone in the organization is providing one or all of these- perhaps they recognize which ones perhaps not. Kurtenbach (2000) explains that those who are successful in customer brand rank their customers experience as the top priority. Ettore (2001) is of the view that, concentrating on current customer’s information can and should be obtained to better understand their view of the brand provided. The quality of brand provided determines the level of satisfaction of the customer even though what is seen as quality by one customer may not necessarily be quality to another. Customer satisfaction is a measure of how products and brands supplied by a company meet or surpass customer expectation. In a competitive marketplace where a business competes for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer satisfaction is an asset that should be monitored and managed just like any physical asset. The relationship between customer brand and customer satisfaction is a vital one. In a competitive market place, understanding customer needs become crucial, therefore companies and restaurants in this case, have moved from product-centric to customer-centric positions. Customer satisfaction is influenced by the type of brand provided. Satisfaction 2 is a challenge particularly in the restaurant based brand as customers can easily switch from one restaurant to another of a better brand. Considering the high costs of acquiring new customers and apparently, high customers turnover of many restaurant brands. It is very important to find out what causes customer satisfaction. (Siadat, 2008, cited Van Rie, Lijander and Jurriens 2001). High levels of customer satisfaction bring several positive aspects to a company; it is believed that customer satisfaction has a positive relationship with economic profit (Anderson, Fornell, and Lehmann, 1994). Moreover, it will lower customer’s price sensitivity (Fornell, 1992), and contribute to the creation of loyal customers, which in turn implies a stable future cash-flow (Matzler et al., 1996). Any organization that has satisfied customers is bound to increase customer base and hence profitability. Satisfied customers may sell your organization either consciously or unconsciously. It is therefore important that brand industries provide quality brand to customers so as to satisfy them, make them loyal and retain them at the end. Restaurant, has customer brand as one of the pillars on which the restaurant operates and this research seeks to find out whether the brand being provided meets customer expectations and whether customers are being satisfied by those brands and also which other ways the brand can be improved so as to satisfy the customers.

1.2 Statement of the Problem

Since the branding trends in foodservices have emerged from changes in the socio-cultural environment in Nigerian, more of Lagos are eating out daily and branded food service operations have been growing in popularity. With this understanding of the perception of brand foodservice quality, it is helpful to increase dining operations as well as to attract more, including, dining units. However, little studies have been conducted to uncover the role of brand perception on selected restaurant product in Katsina Metropolis.

1.3 Objectives of the Study

General objective: The general aim of the research is to examine the role of customer’s perception on restaurant brand.

This project is designed to achieve under listed specific objectives:

To identify the brand preference.
To identify the customers perception on restaurant’s brand image.

To determine the customer satisfaction, of the restaurant products.

To determine the effects of product variety, on customers brand choice.

1.4 Research Question

What is brand preference?
What is the customers perception on restaurant product?
What is customer satisfaction?
How does product variety affect customers choices of product?

1.5 Significance of the Study

The importance of this study is to bring to limelight the importance of Brand Perception on Restaurant.This research work will be significant to students who want to take up hospitality as a course of study and for business. It will also be of great importance to the general public. Enhancing opportunities for interaction and engagement among like-minded members of the restaurant to foster sharing of interests and carrying out similar purposes for joining. Incorporating various features of restaurant that provide positive experiences (e.g., entertainment, pleasure, and enjoyment) with the brand. Monitoring members‘ communications to identify new market segments and provide customized services based on common interests about products/services, visiting purposes, and other factors.

This study may also provide practical contributions in the form of guidelines for restaurants for implementing effective service strategies through appropriate levels of customers’ participation.

1.6 Scope of the Study

The project work is limited to the problems and prospect of Brand Perception on Restaurant in Katsina metropolis.

1.7 Limitation of the Study

Time Constraint: I was not able to get enough time to research for more data so as ensure a valid and reliable study due to poor cooperation from the hotel.

Financial Constraint: Lack of adequate fund may limit the validity of the study; access to data was difficult as they classified it as confidential or secret information.

1.8 Definition of Special Terms

Brand: A brand is a collection of perceptions in the mind of the consumer/ a logo, corporate image, or distinct product or service identity that can become firmly rooted in the public’s mind.

Perception: The perception is a cognitive impression that is formed of “reality” which in turn influences the individual’s actions and behavior toward that object.

Branding: The process by which the qualities and values of a brand are attached, both physically and by association, to the product.

Brand loyalty: The strength of a buyer’s preference for a particular brand, which suggests a refusal to purchase a substitute. Brand loyalty is usually measured in terms of repeat sales and is also reflected in purchases of other items produced by the same company (Rosenberg, 1994).

Customer loyalty: An individual behavior based on the act of purchasing or choosing to purchase, applying equally to persons (consumers) and institutions (Neal, 1999).

National Brand: As a brand owned or controlled by an organization the primary commitment of which is to production rather than distribution; also called a Manufacturer’s Brand.

Private Brand: As a brand owned by a wholesaler or retailer; also called a private label

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