Improving Customer Service to Reduce Customer Complaints in Fast Food Restaurant: A Case Study of Burgerking at Victoria Station, London

IMPROVING CUSTOMER SERVICE TO REDUCE CUSTOMER COMPLAINTS IN FAST FOOD RESTAURANT: A CASE STUDY OF BURGERKING AT VICTORIA STATION, LONDON"

1. AIM AND OBJECTIVE

The main purpose of this study is to analyze the customer service in fast food restaurant by taking the Burger king fast food restaurant London. This study also aims to provide suggestion to improve the customer service to reduce the customer complaint.

OBJECTIVES

* To analyze the customers service at the fast food restaurant

* To analyzes the training programmes of the employees in the fast food restaurant

* To analyze the employee motivation in the fast food restaurant

* To identify the complaints of the customers and to satisfy them with better service

1.1 RATIONALE OF STUDY

The study aims to analyze the customer service in the fast food restaurant. The case study taken for this research is Burger King at Victoria station, London. The problems that are faced by the customers and the complaints in the customer's service will be identified by conducting the survey. The training programmes for the customers will be analyzed to improve the service of the customers. The rewards programmes and appraisal methods in the restaurant will be analyzed to motivate the employees in the restaurant. This study provides suggestion to improve the customer's service.

2. LITERATURE REVIEW

2.1 CUSTOMER SERVICE

The interaction between the customer and the employee or representative of an organization is referred as customer service. The customer service of the person is not limited to the single person. Customer service is defined as the expectations of the customers are completed by satisfying its needs and requirements. It is differentiated from the quality of the product. The quality of the service is measured in many terms (Martinez and Hobbi, 2008).

The success of business or an organization is based on the customer service. For the emerging business in many countries service for the customers is important. The employees and representative in the organization may face some difficulties in implementing the customer service principles. The employees in the organization or business have to identify the needs of the customers before serving the product. The excellent customer's service has the attributes like sincerity, consistency, flexibility, quick response, answering properly and positive attitude (Martinez and Hobbi, 2008).

2.2 CUSTOMER SERVICE TRAINING

The customer service philosophy is promoted by and development. The skills, knowledge and attitudes towards the customer service are improved by the training and development. Different training programs are available for the managers and the employees. According to Cook (2008), nowadays the importance of training and development for the customer service is increased among the organization. The organizations are nowadays providing training to the employees to provide the better quality service. The staffs are provided training in the teamwork, customers care and the quality and the managers are provided training in the quality and the leadership and teamwork. The training provided to the employees and managers helps the organization to be more flexible, customer focused and proactive.

The training and development has the different purpose and identifying the training and development objectives is significant for the development. The organization has to listen what the customers are saying. Some organization uses the feedback of the customers to provide the training for the customers. The companies are collecting the feedback from the customers by conducting the interviews and survey (Cook, 2008). The business is developed when the organization listens to the customers. The organization has to select the most appropriate method for the training and development. The training session will be enjoyable one for the employees. The organization provides proper training to the employees to fulfill the needs of the customers and this leads to the customer satisfaction (Cook, 2008).

2.3 CUSTOMER SATISFACTION

The customer gets satisfied when the product or service fulfills the requirement if the product. The variables like lead time, reliability, professionalism and price are the variables involved in the customer satisfaction (Cochran, 2003). The importance of the customer satisfaction is increased among the organization. Keeping the existing customer is relatively less cost compared to finding the new customers. The success of the organization is measured by the satisfaction of the customers. For much organization customer satisfaction is the most important goal for the organization. The customer satisfaction is approved by the customer service and quality of the product. The measurement of the performance of the organization is based on the satisfaction of the customers that are associated with the requirements of the customers. The customer's satisfaction is defined as perceiving the value or the customers (Hill and Alexander, 2006).

According to Siskos and Grigoroudis (2010), customer orientation plays an important role in the manufacturer of this product. The success of the organization is depends on the satisfaction of the customers. The customer satisfaction of the organization is depends on the attributes. The feed back from the customers are analyzes and the requirements for the success are collected. The most reliable information is represented by the customer's satisfaction. The potential market opportunities are identified by the satisfaction of the customers. The behavior, attitude and the need of the customer are identified by measuring the satisfaction of the customers. The expectations and needs of the customers are based on the standards of the customers. The difference in the service quality of the perceptions and the customers is measured by the satisfaction of the customers. The communication between the business representative and the customers is improved by the customer satisfaction programme. The organizations are evaluating the satisfaction of the customers by frequently communicating with the customers in order to identify the needs of the customers (Siskos and Grigoroudis, 2010).

3. RESEARCH METHODOLOGY

3.1INTRODUCTION

Research is a systematic method of gathering, updating and managing the