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ACKNOWLEDGEMENT
I am very thankful to those who have provided me with the much needed support to
complete the dissertation including my mentor, family and friends. In this regard, firstly I
would like to convey my thanks to mentor, for giving the chance to undertake this
dissertation and providing me the much needed guidance at every step. Furthermore, I would
be thankful to my team members for helping me in collection and analysis of data for
research in order to achieve relevant results.
ABSTRACT
Quality is all about the extent up to which product and service undertaken by firm is
free from defects so as to provide the perceived value to final user who are consumers. The
present report has been carried out to judge how product and service quality has resulted in
superior business performance in case of Wasabi Sushi and Bento restaurant. In this regard,
the researcher has tried to present the various dimensions of quality along with how these are
linked to provision of superior performance by any firm. In context of present scenario
various strategies followed by the firm have been assessed so as to suggest areas of
improvement.
The present report is primarily aimed at identifying how superior quality has impacted
the overall business performance undertaken by Wasabi restaurant. The research begins with
an introduction about quality and various dimensions associated with the same. There is also
an analysis of the strategies adopted by Wasabi restaurant in the area of product and service
quality. Improvements have also been suggested after analysis of data on basis of thematic
and graphical techniques.
Thus it can be concluded that present strategies related to product and service quality
followed by Wasabi has lead to a significant improvement in business performance which
can be seen by achievements of profit level of 79.8%. Moreover, the firm has also gained
many rewards due to its superior business performance. However, there is a need to bring
significant improvement in service quality by managing the consumer during peak business
hours. Training and development sessions as well as managing the work flow before the
onset of peak business timings must be managed so that consumers do not face any issues
and there can be increased performance in upcoming years.
Table of ContentsCHAPTER 1 – INTRODUCTION...................................................................................................................1
1.1 Overview........................................................................................................................................1
1.2 Chapter structure............................................................................................................................2
1.3 Focus and Purpose.........................................................................................................................4
1.4 Research question..........................................................................................................................4
1.5 Framework and analysis................................................................................................................5
1.6 Potential Significance....................................................................................................................6
CHAPTER 2 – LITERATURE REVIEW.........................................................................................................8
2.1 Introduction....................................................................................................................................8
2.2 Concept of quality..........................................................................................................................8
2.3 Dimensions of quality..................................................................................................................10
2.4 Significance of quality in service industry..................................................................................11
2.5 Customers Satisfaction and quality..............................................................................................13
2.6 Attributes to product quality in restaurant business.....................................................................14
2.7 Business performance..................................................................................................................14
2.8 Relation between quality and performance.................................................................................15
2.9 Attributes of superior business performance...............................................................................16
2. 10 Employee satisfaction and effects on overall business quality.................................................17
2.11 Strategies used by Wasabi for quality management..................................................................18
CHAPTER 3 – RESEARCH METHODOLOGY.............................................................................................21
3.1 Introduction..................................................................................................................................21
3.2 Research Philosophy....................................................................................................................21
3.3 Research Design..........................................................................................................................22
3.4 Research approach.......................................................................................................................23
3.5 Data collection.............................................................................................................................23
3.6 Primary sources............................................................................................................................24
3.7 Secondary sources........................................................................................................................25
3.8 Research instruments used...........................................................................................................25
3.9 Sampling......................................................................................................................................25
3.10 Data analysis of research...........................................................................................................26
3.11 Resources s.............................................................................................................................28
CHAPTER 4 – DATA ANALYSIS AND FINDINGS......................................................................................30
4.1 Introduction..................................................................................................................................30
4.2 Thematic Analysis.......................................................................................................................31
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS.......................................................39
CHAPTER 6 – REFLECTIVE STATEMENT.................................................................................................43
REFERENCES...........................................................................................................................................45
APPENDIX- 1...........................................................................................................................................52
APPENDIX- 2...........................................................................................................................................54
TABLE OF FIGURES
Figure 1 GAP model........................................................................................................................9Figure 2 Rater model of service quality........................................................................................10Figure 3 Service profit model........................................................................................................13Figure 4 Financial casual model....................................................................................................15Figure 5 Virtuous Circle model.....................................................................................................17
CHAPTER 1 – INTRODUCTION
1.1 Overvie w
Quality is a multidimensional approach which encompasses the elements of the
physical product along with the concerned service that is linked to product while providing it
to consumers. In this context quality is defined as the extent up to which a product or service
is free from defects and constraints so as to add some value to consumers. It is something that
is considered from the very beginning and built into daily activities of business (Bernolak,
2009). Quality parameters are not ensured when the product or service reaches consumers but
it is enabled by setting up a system where no mistakes are done from the very beginning. It is
the duty that inculcates the support of each and every member of organization to achieve set
quality standards in order to drive performance (Nagy, Berkowitz and Loewenstein, 2013).
In today’s competitive environment it is very essential to maintain the product and
service quality in order to get an edge over other firms. There are various dimensions to
quality in context of a restaurant business (Franke and Mazanec, 2006). On the basis of rater
model, service quality is concerned with reliability, empathy, responsiveness, tangibles and
assurance. On the other hand, product quality is all about freshness, cleanliness, excellence of
ingredients as well as sanitation requirements. (The effect of management commitment to
service quality on employees' affective and performance outcomes, 2003). Thus every firm
should always try to meet the standard aspects of quality. It is a known fact that a good value
product or service offering helps in driving the overall performance of firm and ensures all
round success. This is marked by increase in sales, consumer retention, profit margins,
decreased staff turnover; enhancement in return on investment and the other likes
(McLoughlin and Aaker, 2010). The attribute of product and service quality has a long run
impact on the performance shown by firm. This helps to determine the future strategies and
the measures to be taken so as to maintain the same productivity and profitability in
operations.
It is also clear on basis of viewpoints made by various authors that there exists a note
worthy relationship between quality and performance levels shown by firm. Most of the
successful organizations have been able to deliver high levels of performance on basis of
quality product and service offering (Babakus, Yavas, Karatepe and Avci, 2003). Various
firms in the service industry have clearly understood this concept. The same applies to
restaurant businesses as well. Wasabi which is a Japanese restaurant chain operating in
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United Kingdom has applied this concept from its very roots. It is the good product and
service quality offering which has helped Wasabi Sushi and Bento to gain higher
performance standards. The firm was incorporated in May 2002 and opened up its restaurant
in January 2003.
It grew rapidly by strengthening base in most of the prime locations of London. The
restaurant was soon able to win the hearts of Japanese food lovers through its freshness and
quality Sushi, that too at affordable prices. It has introduced varied types of dishes and given
a chance to order short meals for those clients who are new to Sushi. The restaurant chain has
aimed for making sushi a regular and healthy treat rather than an item of occasional luxury. It
is keen to follow a commitment of fair pricing without affecting the standards of food which
is linked to daily preparation via usage of fresh and quality ingredients
(Wasabi, 2013). Other than the product quality, its efficient tailored service where managers
are also involved in the process of serving which provides for a remarkable dining
experience. This is clearly reflective of the vision and mission statement which is to work
hard in order to provide quality Japanese meal at affordable price offering via a speedy and
efficient service (Wasabi Sushi & Bento, 2013).
In the report given below, the researcher has put efforts to understand the link
between product and service quality verses performance. Efforts have also been made to
effectively analyze that how product and service quality at Wasabi Sushi and Bento has
catered to providing s superior business performance. In order to gain a deep insight about
the subject, the researcher will be moving in a step by step manner. Firstly there would be a
collection of information about various dimensions of product and service quality. This will
be followed by linking the aforesaid quality norms to business performance. Strategies
related to product and service quality that has been used by Wasabi restaurant will also be
discussed in order to find how the firm has achieved a superior business performance. This
will help in the development of a clear understanding about literature and viewpoints
mentioned by different authors. It will also assist the researcher to pinpoint the areas of
improvement (Wilk, 2001).
1.2 Chapter structure
While undertaking any research topic it is required that the researcher adheres to an
appropriate structure which is well defined and follows a sequential pattern. This further
helps in proper assessment of the steps undertaken and also provides for an appropriate
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composition. It can be represented by following a series of chapters that can be made a part
of research study. Various chapters have been discussed in the upcoming paragraphs.
Chapter 1: Introduction – The given segment would present a clear cut framework
about the chosen topic of research. This will start with an overview segment that will
define the topic under study and its essential link to company under consideration
which is Wasabi restaurant in UK. It will be followed by description of research aims
and objective along with questions around which the research work would revolve.
The introduction chapter will end with the research tools and techniques used and the
potential significance of topic for all those who will benefit from the present research.
Chapter 2: Literature Review – The given segment will present a detailed outline
about the significance and various concepts that are pertaining to product and service
quality. A profound link would be established between quality and superior business
performance. This will be followed by analysis of the strategies that have been
undertaken by Wasabi Japanese restaurant. Focus would be laid on covering the aims
and objectives of research study. This would be made possible by undertaking a deep
assessment about the areas of research study on basis of published works and articles
written by eminent authors (Bryman, 2004). This will lead to an in depth
understanding about product and service quality, requisites for superior performance
and Wasabi chain of restaurants.
Chapter 3: Research Methodology – This chapter will present an overview about
different methods that have been used by researcher for moving in the right direction.
A validation will be provided as to why a particular technique has been used. There
would also be an understanding about limitations, ethical consideration as well
resources that have been used by researcher (Adcroft and Willis, 2008).
Chapter 4: Data Analysis and Findings – The given area will help in an in depth
analysis of the collected data for reaching on outcomes with respect to present and
upcoming trends.
Chapter 5: Conclusion and Recommendations – The given segment will inculcate the
presentation of major findings that have been derived after undertaking data
collection and subsequent analysis (Franke and Mazanec, 2006). The
recommendations part will help in suggesting the appropriate recommendations that
can be undertaken to bring an improvement in the operations of Wasabi restaurant.
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1.3 Focus and Purpos e
The main purpose of this research study is to analyze how product and service quality
has helped Wasabi Sushi and Bento in gaining a superior business performance. This has
aided the company in gaining a competitive advantage over similar restaurant businesses
running all over UK (Chiou and Droge, 2006). It would further assist in identification of the
areas of improvement via well defined recommendations. In the light of the given aim,
various objectives have been prepared which are as follows;
To analyze the concept and importance of quality.
To determine the dimensions related to product and service quality.
Analysis of the link between quality and business performance.
To assess the strategies undertaken by Wasabi company in gaining a superior business
performance.
The main purpose behind the research study is to analyze the gaps that have been left
by previous researchers on the same topic. A number of researches have been carried out on
product and service quality and how it helps in achievement of superior business
performance. Most of the works have revealed a favourable relationship between the two
variables. It is the adherence to well defined quality standards that helps in achieving success
as well as competitive advantage over the other firms. The process starts with very onset of
operations undertaken by organization (Wang, 2011).
The concept is particularly essential for service industry due to direct interaction
between employee and consumers. Hence a slight decrease in quality will lead to increased
complaints and loss of consumer loyalty (Ekinci, 2002). This is harmful for the company on a
long run. Moreover Wasabi being a restaurant chain, there is always a need to focus on
product quality which is food and drinks prepared by chefs. Lack of freshness, cleanliness
and low quality ingredients will affect the final product and can cause serious health
implications on the clients (Ryu and Haan, 2010).
In this regard the purpose of research is to develop understanding on concepts that
enhance the relationship between product and service superiority and overall business
performance. It would help in significant adherence to quality norms which will aid to
maintain future organizational success (Kattara, Weheba and Said, 2008).
1.4 Research question
The given step is an essential requirement that helps in provision of a strong
framework on which the whole research is based. Various research questions have been
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formulated to help the researcher in having a detailed understanding about the concept of
product and service quality and its link to superior business performance (Creswell, 2008).
These are as follows;
What is the meaning and importance of quality?
Which are the key determinants to product and service quality?
How quality is linked to achievement of business performance?
What are the different strategies adopted by Wasabi to gain a superior business
performance?
1.5 Framework and analysis
This step is considered as one of the most essential for collection of information from
requisite sources in order to make right decisions so as to arrive at proper conclusions and
recommendations. This entails for usage of specific tools and techniques pertaining to
collection of facts and figures followed by analysis (Pfeffer and Rogalin, 2012). This
framework will help in provision of a method in which research will be carried out. Various
steps in this regard are mentioned as follows;
Design of research– In present research, there has been a usage of descriptive
research design which focuses on addressing of more specific questions (Burke,
2007). It will prove beneficial in analysis of how quality helps in gaining a superior
business performance for firms like Wasabi.
Research approach – In the given research study an inductive research approach will
be used. The method will focus on movement from specific to general research topic.
In present case, the quality norms used by Wasabi restaurant will be analyzed for
detection of patterns so as to come up with generalized conclusions.
Research philosophy – In the given research it will be beneficial to use a mixed
approach to philosophy. It encompasses the elements of positivism and
interpretevism. This will allow for adoption of a clear cut quantitative approach to
investigation of given research topic.
Techniques of research – For the given research topic based on product and service
quality verses superior business performance in Wasabi Sushi and Bento there would
be usage of qualitative and quantitative methods of research.
Method for data collection – In present research study, there will be a usage for both
primary and secondary method of data. Primary collection will be gained by use of
open and close ended questionnaire set carried out on general public who visits the
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Wasabi sushi restaurant. Online survey of consumers as well as face to face interview
session of consumers and managers will be made a part of study. Semi structured
interview was made a part of study to allow for a flexible approach in designing of
questions (Voss, 2004).
Observation of consumers will also be a helpful technique via usage of
cameras to remove the drawback of hesitation faced by clients while responding to
the question that are asked by researcher on basis of interview and survey. Secondary
data collection will be based on a thorough study of literature works done by different
authors in journal articles, books, online data etc (Azorin, 2012).
Sampling technique – The method for sample is probabilistic in nature. This will
ensure for providing of equal chance so that every strata of population is included by
researcher. A sample size of 20 is selected for the given purposes who visit the
Wasabi restaurant chain in United Kingdom, London in particular. There will be
inclusion if respondents from different genders, ages, professions, income groups etc.
who prefer Japanese foods served by the hotel. The second questionnaire will involve
for studying the viewpoints presented by operations, store and area managers as to
what techniques are being used by them and how is it affecting the overall
performance.
Analysis of data – Technique of data analysis will involve the usage of thematic
method so as to identify the recurrent patterns present in consumers towards product
and service quality offered by Wasabi restaurant (Pfeffer and Rogalin, 2012). This
will further help in preparation of themes for proper arrival at conclusion and
recommendations.
1.6 Potential Significance
The given research is very essential to determine the role of product and service
quality in enhancing the overall performance of firm that has been achieved by Wasabi. This
will help to analyze the key unique selling points that are present and what other steps can be
recommended for improvements (Brannen and Moss, 2012). It will thus help to understand
the link between quality and superior business performance. The given research will thus
provide an input to;
The academicians who are preparing for Ph. D or other degrees. The research will aid
in developing a deep understanding about quality and effective business performance.
The experts in cases where research study acts as a source of income.
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To thinkers it may present a deeper and an innovative insight to set of ideas and
techniques that has been made a part of research.
To analysts for presentation of an overview about product and service quality
programs adopted by Wasabi restaurant and how theses have contributed to a
competitive advantage in comparison to other firms with similar offerings.
To men and women belonging to field of literature, it would foster in the direction of
new styling and creative approaches to literature.
In this respect, the given study will pose for a significant source of information and
provide for a base for solving queries and getting a deep insight about processes undertaken
by Wasabi.
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CHAPTER 2 – LITERATURE REVIEW
2.1 Introduction
Literature review is an approach to evaluate the works accomplished by varied
authors with a sole aim to collect data in regards to the area selected by the researcher.
According to Thomas, Jones and Ji, “the main function of this segment is to locate the areas,
which have been already covered by previous researchers. The review thus, provides an
opportunity to analyze the gaps so as to help in making a critical assessment of literary
works” (Thomas, Jones and Ji, 2009). In the given research study, focus has been given to
analyze the various attributes of product and service quality that indicate superior business
performance. The company undertaken for the research is well known as Wasabi,which is
one of the most successful Japanese restaurant chains in the United Kingdom.
According to Limaye, 2011, “quality is defined as the extent up to which the
products, service, process and relationships are free from defects in order to provide the
perceived value to consumer”. It is thus all about exceeding the expectations of consumers by
exceeding the level of performance so as to enhance sales and an overall consumer loyalty
(Limaye, 2011). Hence the upcoming part would deal with the various attributes of product
and service quality that has helped Wasabi restaurant chain to gain superior performance
standards.
2.2 Concept of quality
Quality in the broadest sense is defined as a degree of excellence and an extent up to
which something fits to a given purpose. In the narrow sense, quality is reflective of
conformance to set standards, freedom from defects and a degree of consumer satisfaction. It
is all about the totality of features related to a product or a service that provides for
fulfillment of implied needs (Kosar and Rašeta, 2005).
It is a comparison between the perceived requirements and how the needs have been
met. Hence quality is judged by the receiver and not the one who produces a product or
service. The concept of excellence does not exist in isolation but is perceived by a number of
dimensions. It plays a vital element to decide on the future success of every firm as it leads to
the creation of a satisfied consumer (Cosic, 2007). It also determines the presence or absence
of superior business performance. A quality service or a product is thus dependent on how
well a firm is able to understand the needs of consumers and works for bringing improvement
in that direction.
8
In this respect, customer expectation is defined as factors beyond control that includes
past experiences, needs and requirements, word of mouth and other promotional campaigns
undertaken by a firm that help to judge the level of products and services provided by the
company. On the other hand, consumer perception refers to the reaction of purchaser with
respect to the performance of staff members on the basis of various attributes that further
leads to satisfaction and dissatisfaction (Bateson and Hoffman, 2010).
Figure 1 GAP model
(Source: Dimitriadis and Stevens, 2008)
According to Skalen and Fougere, 2007, “there is a presence of gap model of service
quality developed by Parasuraman, Zeithaml and Berry in the year 1985. It is an important
framework to identify the gaps that are basically faced by firms in order to meet the
expectations of consumers which is also an important determinant of superiority”. In this
regard, perceived service quality is defined as the presence of a significant difference
between customer expectations and perceptions. This is further dependent on the
identification of gaps that are concerned with the service delivery (Skålén and Fougère,
2007).
The first identified gap is the variation between what the actual belief of consumers is
and how the organization is able to understand the expectations. The second represents the
variation between management’s perception about belief of consumers and the specification
of service quality. The third identified gap is the difference between the defined attributes for
standards in service quality and the manner in which the offerings of the firm are actually
delivered. The fourth gap is all about variation in the delivery of service and what clients told
9
about it. The last breach is the result of all previous gaps which is the difference of
expectations and perception about the given service (Kossman, 2006).
Thus, any firm who is able to recognize and close the identified gaps is in a position
to offer higher consumer service. It also leads to achievement of vision and mission,
maximization of the market position and achievement of requisite financial results. There is a
well defined chance to identify the weakness and make improvements in the service delivery
(Nitin, Deshmukh and Perm, 2005).
2.3 Dimensions of quality
According to the rater model of service quality various factors have been identified
that are based on dimensions. Most of the proportions are mutually reliant and depend on
each other to bring significant improvement. It is very essential to understand the tradeoff
between the dimensions in order to help in building the competitive advantage (Gannage,
2009). The various identifiable features are as follows;
Figure 2 Rater model of service quality
(Source: Winer., 2007)
Reliability – According to Clinton and Scazzero, 2000, “reliability dimension of
quality refers to delivering over the promises that have been made to consumer and
giving the requisite performance in that direction”. This is related to aspects like
timeliness, consistency and accuracy of service offering (Clinton and Scazzero,
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Rater model of service quality
Reliabilty
Empathy
Assurance
Tangibilty
Responsiveness
2000). Here the managers’ emphasize on improving the attitude of staff by providing
the requisite technical expertise. The service staff focuses on resolving queries of
clients and establishing a positive reputation of the company.
Assurance – It refers to inspiring the trust and confidence that have been bestowed on
the company and its offerings by the consumers. It all depends on the presence of a
competent staff, respect, credibility and safety as well as security of operations. Here
the behavior of staff members instills a confidence in consumers by providing
excellent service. This is currently the most important factor, as in a restaurant service
the consumers usually prefer sanitation (Dedeke, 2003). Hence, dirty environment,
unclean utensils and tableware are not tolerated by clients.
Tangibles – This aspect relates to tangible elements of a product or service which are
in form of equipments and ingredients used, technology input, human resources
employed and the forms of communication (Oh and Pizam, 2008). There is a need on
the part of managers to provide a customer oriented service to ensure adherence to
aspect of tangible quality of service. In the service industry it will include clean and
comfortable atmospheres, regular cleaning staff, dinning quality and other factors,
good use of raw materials, well define technology, proper usage of utensils etc.
Empathy – It refers to treating clients as distinct elements and providing for
customized service offerings (Chowdhary and Prakash, 2007). This may relate to
proper access of information, clear cut communication, understanding the needs of
consumers and attending to their requirements. The best restaurants provide for
personal attention and are tailored to meet the personal requirements’ of consumers.
This creates a way forward in the direction of value creation and an enhanced
consumer service.
Responsiveness – According to Kenyon and Sen, 2012, “It refers to tendency of staff
members for always being ready to provide a prompt service. This means paying
attention to requests and resolving complaints in the best possible manner”. Timelier
the response better is the service quality (Kenyon and Sen, 2012).
2.4 Significance of quality in service industry
Quality is a very essential parameter to determine the success of service industry. A
good product and service delivery results in overall consumer satisfaction and retention. It
also helps in reinforcing the perception that the value of service, which has been received is
greater than the price paid for it (Law, Hui and Zhao, 2004).
11
This concept is particularly significant in the case of the restaurant industry as
consumers are willing to pay more if they get excellent service in return for what they have
been paying (Kotler and Keller, 2006). Various attributes are present that signifies the
presence of quality management in the restaurant industry;
Considering the clients that are being served.
Determining the need and requirements of guests.
Chalking out the procedure to deliver according to the needs and requirement of the
guests.
Reviewing the procedures and systems involved (Kosar and Rašeta, 2005).
In case of restaurant business, the quality can be judged by considering two main
areas, which are quality of the product i.e. food offered as well as the quality of service which
is dealing with consumers.
Quality of food – This refers to provision of that standard and varied food items that
have been promised to the customer. Any client on visiting a restaurant is usually
attracted by and therefore expects the food to be what has been promised on the
website or in the menu card. It is required that the food has been cooked and prepared
properly (Min and Min, 2011). The process as well as the technology involved
comply with the laid standards. The ingredients and the raw materials must be cleaned
and should add the desired flavor. It may not include healthy or gourmet food but
simply what has been promised by the company. Moreover there is also a requirement
to be in tune with what has been advertised about the food.
Service quality – A quality service basically refers to that which is prompt and
courteous. It refers to overall dining experience, employee response, prompt delivery,
good response by staff members, as well as the maintenance of sanitation and hygiene
standards (Definition of Service Quality, 2009). In this respect the service quality is
defined by the consumers who have experience it and depends on feelings to form an
overall judgment. This requires for a commitment from employees and support at
various levels of management. In this regard, it is essential for managers to keep an
eye on the various needs and requirements of consumers. This will help to enhance
the service quality that is being offered to consumers which would be further marked
by superior business performance.
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2.5 Customers Satisfaction and quality
An overview of overall quality in terms of product and service is usually measured by
how much the consumer is satisfied after receiving the service. It is thus regarded as an
essential element of quality that increases the business performance. Hence, satisfaction is a
basic determinant of quality and is defined as the level of contentment or disappointment that
is associated after consuming a particular product or service (Hensley and Sulek, 2007).
However, according to various authors the consumers have varied levels of satisfaction that is
dependent on different attitudes and perceived performance related to a product or service.
This can be made clear with the help of disconfirmation theory, which states that
overall satisfaction is defined by the presence of a discrepancy between perceived
performance and set standards. Hence according to the theory, satisfaction is defined on the
basis of the gap between what has been the perceived performance and level of expectation
(Ha and Janda, 2008).
In this regard it is important to focus on the fact that consumer satisfaction increases
by the quickness of problem resolution, reliability of providing information, polite, friendly
and helpful attitude of staff members. Hence according to many authors it is clear that
consumer satisfaction increases if perceived reliability of information is very high (Divett,
Crittenden and Henderson, 2003).
Figure 3 Service profit model
(Source: Terry and Israel, 2004)
Moreover, on the basis of the service profit model given by the authors in 1994, it is
clear that internal quality of products and service is a key driver towards employee
satisfaction. In this regard, if employees are satisfied then there is an increase in worker
quality that generates quality products and services. Finally, this further leads to consumer
satisfaction, which is shown by high levels of customer retention and subsequent profits (Yan
and Wang, 2010).
13
2.6 Attributes to product quality in restaurant business
The product quality in a service industry especially with respect to restaurant is
judged on the basis of various features. Product specification like size, texture, color, flavor,
age, yield, cuts and grades are the important determinant of product quality. Here, the product
offered is varied varieties of food dishes, drinks etc. Hence the attribute differ in this regard.
Freshness – This is considered to be one of the most essential elements. The food
should be freshly prepared and must be served in the most immediate manner. This
will help in maintaining product quality. Hence, there would be an attainment towards
consumer expectation followed by overall satisfaction (DiPietro, Parsa and Gregory,
2011).
Ingredient quality – Ingredient quality is an essential determinant of product quality
in the case of the restaurant. Thus it is required that only the permitted ingredients
must be used. They ought to have a capacity to improve texture, prevent synthesis,
create flavor, enhance the shelf life etc. But the ingredients must not interfere with the
performance characteristics in comparison to standardized foods (Alexandar, Gorman
and Wood, 2010).
Sanitation – According to Pope, “the quality of products in case of restaurants is
measured by the manner and the process by which food has been prepared by chefs. It
is essential to have a clean processing environment so that the produced food is safe
to consume”. It also prevents the chances of contamination which is an important
determinant for product quality (Pope, 2010).
2.7 Business performance
This concept is derived from the strategic management, which is all about evaluations
of the efficiency and effectiveness in business towards the attainment of specified
organizational objectives. It can also be defined as a framework for managing the strategic
execution of business goals. The industry performance is thus related to success and
excellence of the processes undertaken by any organization. It is always very essential for
business to take care of those measures that determine performance (Santos, Mason and
et.al., 2007). This will help in setting up of a clear business strategy. It would provide for
upcoming opportunities as well suggest the direction in which business can be moved in a
better manner.
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2.8 Relation between quality and performance
There is a presence of a little agreement from previous researchers about the link of
service quality and business performance. However, most of the studies have found a positive
impact on business performance that can be measured by ratios like return on investment,
return on equity etc. (Zhang and Xia, 2013).
According to many authors, there is a noteworthy relationship between quality and
effective performance. Most of the high performance organizations have been found to
consistently deliver far above the ground quality products and services. They are
differentiated from other organizations by their higher level of satisfaction, consumer loyalty
and increased productivity (Chumpitaz and Paparoidamis, 2004).
On the basis of a survey done for 500 firms, there was an enhancement in
performance after winning the first award related to quality. Hence, quality is a critical
dimension in the achievement of long term competitive advantage. Those firms that
constantly bring improvements in their product and service quality are likely to reap rewards
by increased sales and by way of financial performance that exceed those of competitors.
Figure 4 Financial casual model
(Source: Johnson and Gustafsson, 2000)
From the above drawn financial casual model given by Johnson and Gustafsson in
2000, it is clear that the quality of internal operations affects the overall external quality
which leads to consumer loyalty and subsequent retention. This is further followed by
financial performance in the form of cost saving and growth in revenue on a long run basis.
Reports have also suggested that product and service quality increases the overall
competitiveness, productivity thereby lowering the cost and increasing the sales of
organizations. In this regard it is necessary to focus on quality emphasis, which is a set of
organizational principles that ensure for a consistent performance with respect to the
15
production of high quality products and service offering (Kang, 2006). This involves for
setting up a clear performance standard, putting significant efforts towards higher quality and
lowering down costs. This also requires for constantly improving the superiority of product
and services. This is reflected in the day to day decisions that keep quality and improvement
as a top priority.
2.9 Attributes of superior business performance
On the basis of above paragraphs various benchmarks can be identified in order to decide
whether a service firm is providing superior business performance or not.
Higher levels of consumer satisfaction – It is considered to be an important indicator
of superior business performance. This is basically shown by the quality of food
offered, hospitality, speed of service as well as cleanliness and hygiene factors. All
the attributes lead to satisfaction of client which is reflected by product and service
quality shown by hospitality firms (Witell and Löfgren 2007).
Consumer inputs – Superiority in business performance is indicated by the number of
consumers that have visited the restaurant. This is also a good measure of popularity.
Mapping of sales per head across all areas will also help in measuring business
performance.
Press mentions and consumer review sites – This refers to all the favorable mentions
that have been made about the quality of product and services by the media. The
consumer review sites also indicate if the performance standards of the firm are good
or not (Schläfke, Silvi and Möller, 2013).
Consumer repeats – A better business performance is also measured by the
percentage of repeated clients. According to National restaurant Association of UK,
three fourths of restaurant sales usually come from repeat consumers. In this regard if
a firm is able to get at least 60% of consumers to a restaurant once a week then it
indicates a good business performance (Skålén and Fougère, 2007).
Staff turnover rate – According to many authors superior quality is definitely a
measure to judge business performance. But it is only possible if the bartenders mix
the drinks well, chefs cook food by using the choicest ingredients. This is only
possible if the staff members are treated well by managers thereby leading to increase
in morale and low turnover of employees (Divett, Crittenden and Henderson, 2003).
16
2. 10 Employee satisfaction and effects on overall business quality
According to Yoon and Suh, 2003, “Satisfied employees are likely to work harder and
are likely to provide better consumer service. This increases the overall quality of products
and services and also enhances the performance of the business. These employees are more
satisfied with their jobs and tend to get more involved in delivering the service, that too with
a high level of quality.
Figure 5 Virtuous Circle model
(Source: Rajola, 2003)
From the virtuous circle model it can be derived that proper investment in employees
via provision of a comfortable working environment, motivation, enhanced training and
development sessions will lead to superior consumer service. This is basically possible due to
overall enhancement in employee satisfaction as well as competence levels. This in turn
causes increased sales level as well as profit margins (Little and Marandi, 2003).
On the basis of previous research, evidence has also been found that satisfaction in
job is basically felt during contact between consumer and member of staff. It is found to be
associated with service quality. The argument that satisfaction of employees improves the
quality of product and service is grounded in theory of equity in social exchanges. Most of
the researchers agree that this theory involves for a series of interactions. This exchange
usually requires a bi directional flow where something is given and returned. These
transactions help in the generation of a high quality as well as healthy relations between
client and server (Goldman and Shapiro, 2012). Same is the case with service quality which
depends on the presence of interpersonal relations between consumer and employee. This
contact plays a key role in influencing the perceptions of consumers to the service
17
encountered by them. Thus it is necessary for organizations to empower the employees, make
them do the right thing and endow them to solve issues faced by consumers.
2.11 Strategies used by Wasabi for quality management
Wasabi restaurant has always aimed at making Sushi a healthier treat than just a
luxury. This is clearly reflective of the commitment shown by following a fair pricing and
using the choicest ingredients. They have been voted as the number one restaurant by New
York Times and other local newspapers for two years in a row being 2008 and 2009. The
restaurant has gained appreciation of people by offering the most authentic and mouth
watering Japanese dishes that are made up of the finest and freshest natural ingredients
(WASABI - KNIGHTSBRIDGE, LONDON, 2012).
It has thus provided for quality in product and services via food preparation, use of
modern technologies to maintain hygiene and safety, consumer care and providing value to
consumers. This has made Wasabi as the most promising Japanese fast food chain
organizations that have been delivering high quality product and services. The firm has
always committed itself in the same direction, which is the reason for its superior
performance.
Touch Pro system – In order to deliver high quality service and undergo smooth and
fast operations there is a requirement to deliver quality and faster Japanese food
(Definition of Service Quality, 2009). This has been possible by use of a robust
performance retail system in order to maximize sales as well as consumer experience.
For this purpose the restaurant chain has focused on the usage of a Touch Pro system,
which is based on the integration of web based reporting software, 10 point sales
terminal and payment system. This ensures for faster delivery of services to
consumers and thus increases service quality leading to delivery of superior
performance (Wasabi, Central London food chain, 2013).
Quality controls – It is very essential to focus on the raw materials that are used to
produce different variants of food. This adds to an enhanced product quality and
makes for safer food consumption (Kosar and Rašeta, 2005).There is a full control on
the ingredients that are purchased from the distribution outlets. For example, when
ordering raw fish, it is required that the quality of fish is top notch. Hence all the
goods are checked by manager for approval or disapproval. All the ingredients are
made to undergo a rigorous quality tests before they are approved by the concerned
authorities (Min and Min, 2011).
18
Cleanliness –There is always a requirement for clean environment followed by super
cleanliness on the kitchen where the food is cooked. This is to ensure high levels of
product quality, which is food and drinks in present case (Chumpitaz and
Paparoidamis, 2004). The cooking utensils, sushi bar, kitchen and dining areas are all
kept immaculate to cater to the requirement of superior food quality.
Accommodative service – This involves for maintaining of amicable relationship with
consumers who visit the restaurant in order to enjoy the traditional Japanese meals
(Clinton and Scazzero, 2000). The managers of Wasabi branches have focused on
having intense knowledge about the consumer taste and preferences. The waiters are
always ready to serve their clients and the regulars are treated like being a part of
Wasabi and Bento family.
Presence on consumer forum – Wasabi professionals have shown a huge presence on
consumer forum sites like The Vegan. Here customers of Wasabi restaurant are given
a chance to share their views about products and services offered by various
restaurant chains including Wasabi. The professional team at Wasabi and Bent is
always ready to listen and reply to the complaints so as to provide the consumer an
improved product and service quality. This is reflective of the values which welcomes
the voice of consumers. It respects the feedback which is all about providing the right
kind of food and service at all times to its clients (Divett, Crittenden and Henderson,
2003).
Freshness of food – Freshness is considered as a vital element and a major reason
behind the success of the Wasabi Japanese restaurant. All sushi variants are freshly
prepared every morning. Nothing, be it sushi or other food stuff is kept for the
following day. The hotel completely avoids frozen foods. Chicken, beef as well as
vegetables are sourced everyday (Our food, 2012).
Innovative & health driven ideas – The wasabi company has always focused on
creation of recipe ideas in order to bring a nice change for those clients who are bored
with the traditional styles (DiPietro, Parsa and Gregory, 2011). It takes part in food
festivals, nutritional food documentaries. This helps to innovate with the quality and
authenticity of food in order to appeal the likes of affluent consumers who understand
the core message (Thomas, Jones and Ji, 2009). According to Krentzel, 2013, “the
restaurant chain introduces new appetizers and sushi rolls every three months for
keeping the local people curious and amused. It also differentiates the cooking styles
19
on the basis of suggestions given by consumers. But it never compromises with the
quality, presentation and authentication of dishes” (Krentzel, 2013).
Sustainability of ingredients – The firm has always focused on sustainability of
ingredients to build a better brand image. Wasabi never uses Blue fin Tuna as a
variant due to the verge of extinction that is being faced by the species. The suppliers
also do not buy any fish under 30 kilograms so as to maintain the population of fish
(FAQs, 2013).
Consumer service – On the basis of rater model, Wasabi has inclined itself towards
the element of responsiveness. The Wasabi team and the employees have focused on
creating a friendly service to put the consumers at ease. It has tried to bring these
elements via training, teamwork and flexibility of operations (Our history, 2013).
The employees have managed to create a family atmosphere. The firm also rewards
the employees who are able to understand the intricacies of culture (Well, it beats McDonalds
into a cocked hat, 2009). There is a system of no us and them where area managers as well as
managers work alongside the serving cook. They provide their helping hands to cook serve
and clean all the branches. This type of work friendly environment has resulted in the
creation of a better product and service quality which also delivers superior business
performance (Bateson and Hoffman, 2010).
All the strategies adopted by Wasabi have helped in building a loyal network of
consumers who prefer the restaurant due to its value for money offering. This has helped in
increasing the overall sales as well as provided a supporting hand in delivering a profit
growth of 79.8% percent in the year 2012. They have also focused on the principles of
consumer service where food is cooked and prepared to utter perfection (Wasabi, Central
London food chain, 2013). The presence of warm and welcoming location, comfortable
chairs, magnificent decoration provides for a good dining experience. The presence of hard
working staff as well as involvement of managers to the cooking and serving process has
helped in the creation of a good brand image. The above mentioned strategies have made
Wasabi an award winning Japanese restaurant (Law, Hui and Zhao, 2004).
20
CHAPTER 3 – RESEARCH METHODOLOGY
3.1 Introduction
The given part of the research involves for a systematic and in depth study to act as a
basis for conducting research. The part involves for collection and compilation of facts and
figures to discover the valuable relationships between variables. It requires a careful, enquiry
for discovering the much needed information (Hall and Howard, 2008). The term research is
thus about search for real knowledge via application of an objective method for finding
solution to question pertaining to the given research study. It encompasses a careful inquiry
to find out the results and suggest relevant recommendations. There is not any research that is
unable to increase the prevailing knowledge base and may not be useful to a significant
number of people in different ways (Marczyk, DeMatteo and Festinger, 2005).
In this regard, research methodology constitutes the basic steps of research methods,
the selection criteria, usage in context of research study and an explanation about the
particular method for use along with the reason behind not using a particular technique. It
also involves for finding answers to questions like why the given research study has been
undertaken along with a host of similar questions that concern with research problem or study
(Taylor and et. al, 2006).
The given report tries to give a foray into the different methods and techniques that
have been used by researchers to make the study fruitful. The upcoming segment will put a
brief overview about various methods along with a valid reason to justify the usage. The
report deals with understanding how the use of parameters like product and service quality
has helped Wasabi Sushi and Bento to gain a superior business performance. In this regard
various techniques have been used to collect data. This will help in further analysis of data on
the basis of reviews given by authors and consumers to find the level of product and service
quality that is present in Wasabi and how it has helped in gaining a superior business
performance (Black stone, 2013).
3.2 Research Philosophy
Research philosophy helps in carrying out the research in a proper direction by
following a systematic procedure as it defines the way to move further into the study. Any
topic is based on two main philosophies i.e. positivism, realism and interpretevism (Saunders,
2003). Positivism approach involves for dealing with a larger sample size and is focused on
21
issues that require equal perception of individuals. Interpretevism is apt for dealing with
small sample size. It also helps to attain a clear understanding of generalized theories and
rules (Pring, 2004). Other than this, realistic approach is useful to have an overview about
objective reality, which may influence the interpretations made by people. It implies that
there may be presence of factors that could significantly hinder with people and influence the
power of decision making (Booth, Colomb and Williams, 2008).
In the present case, a mixture of positivism and interpretevism approach will be
followed. It is considered that a researcher should not bind oneself to a particular research
philosophy. Hence, the selection would provide for a compilation of primary and secondary
data. In case of primary collection, there is a doubt that the respondent may hesitate in giving
answers or could give wrong statements. In this regard the interpretevism approach would
ensure for a correct analysis that will conclude research in a systematic manner. The
positivism method will help in the attainment of an unbiased research results (Cutcliffe and
McKenna, 2002).
3.3 Research Design
Research design may be considered as an arrangement for data collection and analysis
in such a manner so as to aim towards combining the relevance of research purpose with
economy of process under use (WHAT IS RESEARCH DESIGN, 2013). It adheres to the
requirements, which are of the clear cut research problem, methods for collection of data and
further analysis. The main aim is to cover up the issues of research questions, data requisites
followed by proper collection and evaluation. Various research techniques have been made a
part of ongoing research studies. These include exploratory, casual, action, descriptive
research design etc. (Mitchell and Jolley, 2012).
In present research study, it would be beneficial to use the descriptive investigation
design which is a way of observing and describing the behavior of respondents without
actually influencing them in some ways (Monsen and Horn, 2007). In the present case, it
would provide for understanding the link between the product as well as service quality and
the superior business performance. The research design would help to describe the existing
set of variables and its impact on operations of Wasabi Sushi and Bento. The method is
justified by the fact that it will act as precursor towards the achievement of results while
using quantitative methods. It would also enable the researcher to collect primary data by
observing the behavior of respondents. This would help in the process of data
22
recommendations and arriving at far reaching conclusions (Types of Research Designs,
2013).
3.4 Research approachAny research usually uses one of the given two approaches which are deductive and
inductive processed. Both the methods bear some differences while applying them in the
context of any given research. Inductive method follows for a more open ended and
exploratory technique in comparison to deductive method, which is a narrowed type and
revolves around construction as well testing of hypothesis (Fereday and Cochrane, 2006).
Figure 6 Approaches to research study
(Source: Kamal, 2010)
The given research would involve using an inductive approach where the researcher
will start by means of various methods for data collection. This would be followed by an
increased tendency to observe the collected data via a bird’s eye view. The technique will
thus help in further analysis of data and move towards the development of a theoretical
baseline. In given topic, the procedures for maintaining product and service quality used by
Wasabi will be assessed deeply to predict patterns and come up for generalized conclusions.
Hence, there is a movement from specific to general information, which is the requirement in
case of research topic given on Wasabi restaurant. The method is justified as it would provide
for a convenient means for analyzing the collected data (Toby and Begelin, 2004). It will also
allow for data examination and evaluation in the given context rather than on the basis of pre
-determined theories in relation between product and service quality verses superior business
performance.
23
3.5 Data collection
Data collection is considered as an important method for any research study under
consideration. It is that area, which helps to add value to research. Moreover the inferences
are required to be drawn on the basis of available information. Various types of method for
collection of data can be used by the researcher. These include questionnaire, interview,
online surveys, secondary data sources etc. (Marczyk, DeMatteo and Festinger, 2005).
The given study utilizes multiple approaches to data collection, which includes
primary as well as secondary data sources. The usage of multiple techniques is advantageous
as it provides for triangulation of results. Moreover, the framework also increases the
representation of respondent’s perspective (McDonalds and Adam, 2003). Various sources of
data collection would also help to provide for a deeper description of the widespread
relationship between how quality parameters are linked to the superior business performance
achieved by the firm. In the present case the data have been collected by usage of both
primary as well as secondary methods. Survey, interview and observation techniques are also
used to collect valuable information.
3.6 Primary sources
The technique of primary research is utilized when the information is gathered
directly from those, which can provide the relevant details. This is essential as in order to
make good decisions there is always a need of well defined set of information. The researcher
while doing secondary research, needs to be careful while collection of data. In the same
way, there is a requirement to ensure reliability, objectivity and relevance while collecting
primary data (Taylor and et. al, 2006).
In present case primary data for consumers has been collected via observation
technique. Cameras have been utilized for this purpose to observe the behavior and
viewpoints given by consumers when they pay visits to various branches of Wasabi
restaurant spread over the UK. This will help in collection of information that consumers are
not willing or not able to provide.
However, there are some answers that cannot be provided via observation. For this
purpose the research has used the technique of semi-structured interviews and online surveys
via a set of open and close ended questionnaire. In the case of survey technique the
questionnaire would be mailed to consumers of Wasabi restaurant after accessing their email
address. The purpose of the research would also be mailed to them so as to maintain the
ethical considerations linked to the study. Along with this, the interview sessions will also be
24
held on consumers to help with the provision of two way communication in order to maintain
objectivity of research. Interviews of managers would also be taken in order to find out if
adherence to product and service quality is helping to increase the overall performance of
firm or not. Moreover the answers will provide an overview about the various techniques
used by restaurant chain to maintain product and service quality.
3.7 Secondary sources
Secondary data are those sources of information that have already been worked upon
by various researchers and authors in order to meet the requirements of a well defined
purpose. In this, the researcher gathers information from other sources. The advantage of this
method is its cheapness and easy accessibility (Adcroft and Willis, 2008).
In the given research study, already existed data on various dimensions to product and
service quality, there link to organizational performance and its application on Wasabi
restaurant chain will be assessed. For this purpose, various journals, books, websites have
been referred to extract the needed information from the sources. The company website has
also been referred to have an overview about vision and mission statements and its crucial
link to quality tact’s adopted by Wasabi restaurant. Credible sources of literature have been
referred in order to make the study significant and free of unwanted limitations.
The usage of secondary methods are justified so as to help in providing for effective
answers to framed research questions and would allow for expressing the relationship
between variables under study (Jarvis, 2010).
3.8 Research instruments used
Questionnaire
In the present case both open and close ended questionnaire was formulated for
collection of desired information from consumers as well as managers. Open ended questions
are those that will help in the provision of additional information from the respondents. They
are considered to be broad and require more than one or two word responses. In other case,
close ended questions are those that are restricted to be answered in one word, which happens
to be either yes or no (Plowman or Smith, 2011). They helped in checking the biasness that
usually happens during interviews and surveys. The sampled populations were asked a
variety of questions. It was taken care to avoid any prompting or suggestions by researcher
which could have influenced the answers given by respondents. The questionnaires were
filled by respondents in case of online survey.
25
3.9 Sampling
According to Lohr, 2010, “sampling is the appropriate selection of a group of
individuals from the entire population in order to estimate the features of complete people.”
The researchers usually prefer sampling as surveying the entire population requires
for a huge cost of the census (Lohr, 2010). These methods are advantageous as the sampling
helps to lower cost along with aiding in the direction of the faster data collection. As the
sample set is smaller hence it ensures homogeneity, accuracy and quality of data (Levy and
Lemeshow, 2011).
In a given situation, sample selected for study was of managers and consumers. Five
managers were selected from the operational department of Wasabi outlets present in the UK.
The managers were interviewed on a one on one basis to determine the quality parameters
used and its effect on the overall performance of the firm. Due to usage of semi structured
approach the questions were changed as per requirements of the situation. For filling the
questionnaire via online surveys and answering questions on the basis of semi structured
interview a sample population of 20 respondents were chosen who visit the outlets of Wasabi
restaurant chain in the United Kingdom by giving special emphasis on London.
The focus has always been given on the usage of probabilistic random sampling so
that each and every individual is provided with an equal chance of selection from the defined
strata of the population under consideration. The respondents will include general consumers
who visit Wasabi restaurant of the United Kingdom. They belong to different genders,
professions, age groups and designations. This will assist in the process of generating a
varied source of information with respect to identification of reason behind how superior
product and service quality has helped in attaining a higher business performance by the
Wasabi firm (Marczyk, DeMatteo and Festinger, 2005).
3.10 Data analysis of research
Data analysis is all about regular inspection, processing and cleaning of data in order
to generate the much needed information (Peck and et. al, 2011). In the present case, there
will be usable of a combination technique related to complete analysis of numerical
information as well as answers given by respondents via questionnaire sheet. In this regard,
thematic analysis has been made a part of the research study, which involves the creation of
themes so as to derive the rich and varied sources of information from participants that were
a part of interview and survey approach (Qualitative vs Quantitative Research, 2012). Thus,
themes can be defined as a cluster of linked resources that portray well defined implications
26
about the research process so as to form basis for upcoming steps in the research study. It
thus provide towards development of a conceptual understanding in order to guide in the
direction of research process.
The technique is justified by the fact that it allows for a flexible means to get closer
towards inherent information so as to develop deeper understanding about issues. It provides
for a further analysis into broader patterns of research and help in gaining a fine grained
investigative analysis. This would be further aided by the usage of graphical methods in the
form of graphs, pie charts, bar charts etc. They would provide for the purpose of clear cut
data visualization and assist for better analysis of results (Fiegen, 2010).
3.11 Justification for the chosen methods
The usage of the above techniques for ample collection of data is justified by the fact
that the methods would foster towards deeper understanding about the research topic. A
sampling will help in generalization of responses taken from an entire population (Chikweche
and Fletcher, 2012).
3.12 Validity and Reliability
Validity and reliability in research are an essential criterion to make sure that all
aspects of research have been covered with absolute certainty so as to make the research
effective. There is always a need to frame research in such a manner so that they fulfill the
criteria laid in research aims and objectives (Ihantola and Kihn, 2011). Hence, in the present
case absolute care has been taken to maintain the credibility of the research report.
Trustworthy and copyrighted research articles were chosen while collecting the secondary
data. It was ensured in all regards to maintain quality of data collection as it has a direct
impact on attainment of good understanding about prevailing research tools and techniques
(Cameron and Azorin, 2011).
3.13 Limitations
Various limitations are inherent to a particular research topic. The same concept
applies in case of studying the impact of quality product and service offerings on the overall
performance undertaken by business (Pfeffer and Rogalin, 2012). The constraints are
discussed in the upcoming paragraphs and are as follows;
Financial constraint – There is a requirement of adequate fund for performing
interviews and observations via cameras. The lack of finance acted as a major
constraint in the process and somewhere affected the credibility of the research.
27
Element of personal biasness – These pertain to the collection of data via survey and
interview responses given by respondents. The limitation is that any difference in
perception of responses may lead to failure of the study (Alam, 2005).
Long process – The collection of data involves for a tedious and time consuming task.
In order to collect interview and online survey there is a need to bring together
detailed information which makes the process quite long. Moreover, there is also a
presence of time constraint while collecting information from secondary data sources.
Lack of adequate and required information – As very little research has been
performed on Wasabi restaurant chain by researchers; therefore, there was not much
presence of secondary data on the pertaining topic. Therefore significant problems
were faced while gaining of essential information pertaining to research study (Guha,
2009).
Limited Sample Size – In present case, a very small sample size has been chosen by
researcher. Hence there was a problem with respect to representation of entire
population of consumers who visited Wasabi restaurant to enjoy Japanese food. The
sample size is justified due to presence of limited time.
Non-generalized study – There was an absence of generalization with respect to the
outcomes of given study. Hence the results cannot be generalized across other
strategies that are part of organization under study (Bak, 2011).
3.14 Ethical considerations
The research has been performed in a very positive manner so as to be in tune with
the ethical issues. No information has been generated that could damage the reputation and
brand image of Wasabi. The research findings were not manipulating against Wasabi so as to
be in favor of competitor firms. No misinterpretation of answers given by participants was
done. To protect the mangers, all the declarations will be kept anonymous (Hannabuss,
2007).
There was a requirement to get complete consent from respondents to protect the
population from exploitation under the disguise of research. Hence there is a requirement to
protect confidentiality, right to be informed and privacy as basic tenants of ethical behavior
during research. In this regard, an applied consent was distributed to all the participants. In
case of online survey it was attached along with a questionnaire sent via mail (Jarvis, 2010).
28
3.11 Resources s
Various resources are required for the purpose of adhering to the given principles of
research study. In the present case, there is a requirement of interviewers, respondents for
collecting the required data. Equipments in the form of microphones to collect interview
responses, cameras in case of observation technique, stationery and other resources are a
must. Along with this, to collect data via online surveys and from secondary sources there is
a need for an internet connection, computers and laptops. A draft containing ethical code of
conduct as well as consent form is also required. This is a key to adhere to the given
parameters of research and following of ethical guidelines (Fiegen, 2010).
29
CHAPTER 4 – DATA ANALYSIS AND FINDINGS
4.1 Introduction
Analysis of data is concerned with successful interpretation and evaluation of data
that has been compiled by researcher with a view to meet the aims and objective of the study.
It allows for assessing the patterns, trends, similarities and presence of a relationship between
variables to reach conclusions and recommendations (Bak, 2011). It is thus considered as a
major step as it involves the usage of statistical, analytical and logical techniques to infer data
and demonstrate it in a well defined manner.
While performing the analysis of a given data it is expected on the part of researcher
to transform the facts and figures into relevant information. The step plays a significant role
for drawing out conclusions as well as suggesting significant recommendations. This fosters
in the process of decision making with respect to given data. In this regards, the main purpose
of data analysis is to present information in an orderly manner so that further study can be
made without any difficulty. It also helps in paying attention to relevant details, which are
linked to the given research study. In this scenario, data are analyzed by various means like
bar charts, pie charts, graphs and textual write-ups of information. The given methods help to
condense the data so that readers can scrutinize it and focus on a relevant set of information
(Guha, 2009).
In the given study, the researcher has analyzed data on the basis of information that
have been collected by researchers. As discussed in previous sections, the study is based on
how product and service quality helped Wasabi Sushi and Bento to gain a superior
performance. Wasabi restaurant, since its very inception has focused on provision of quality
offerings to gain the respect and admiration of consumers. The secondary sources of data that
have been written by different authors suggest that in a restaurant business, product and
service quality are one of the major drivers behind the success. Hence, it is the requirement
on the part of firms to ensure the same so as to gain fruits in the upcoming future and
maintain the present level of success. It was observed while going through the website of
Wasabi that, the firm has laid special focus on adherence to quality norms, which has lead to
an increased performance.
Primary research was performed for consumers as well as managers of Wasabi. For
this purpose a sample of 30 consumers and 10 managers were selected. Data was collected
via online surveys and the use of semi-structured interview techniques for consumers.
Managers were made to undergo one on one semi-structured interview technique. The results
30
of data collection have been analyzed graphically as well as thematically so as to lay the path
for subsequent conclusion and suggestion of valuable recommendations. Further to gain
deeper insights about the research topic under study, thematic analysis has been prepared to
get the proper outcome of secondary research (Black stone, 2013).
4.2 Thematic Analysis
In the present case, thematic analysis technique will be used to perform data analysis,
which would help in a thorough examination of the existing patterns. It can thus be defined as
a combination of categories, which play an essential role to allot specific meanings so as to
define the qualitative work (Saunders, 2003). In present case various steps for thematic
analysis will be used which are as follows;
Organization of data for analysis
Examination of literature to identify points of interest.
Conversion of interest points into several themes
Structuring the theme
Theme description along with findings
Theme 1- Product and service quality offered by Wasabi is good
When the consumers of Wasabi restaurant were asked about what was their opinions
about the product and services of the Japanese restaurant chain, most of the consumers gave
an affirmative answer. They were quite pleased with food and drinks offered by Wasabi,
which offered a generous selection of food, which is tasty nutritious and offers a healthy
choice. The consumers also considered the services as being very polite and courteous. The
servers are very attentive to every detail which makes for dining a wonderful experience.
Good Satisfactory Worse0%
10%20%30%40%50%60%70%80%
Product and service quality
Product and service quality Column1 Column2
Figure 7 Product and service quality
31
Findings: On analyzing the responses of the consumers who visited Wasabi restaurant chain
in UK, 74% respondents considered the product and service offering as good while only 19%
were of the view point that Wasabi restaurant offered satisfactory or worse product and
service offerings. The 7% with worse quality as they felt that during busy hours the staff was
full with work which makes it more of a takeaway place rather than a restaurant to sit and eat
in a relaxed manner.
Theme 2 – Consumers prefer Wasabi restaurant due to its value for money offerings
On asking the consumers as to what was their major reason behind paying a visit to
Wasabi, a majority of them preferred it for reasonable levels of prices. It is found that the
restaurant offered value for money food and product service. Along with this most of the
consumers preferred the restaurant due to quality offerings. A few considered that Wasabi
offered a tasty selection of dishes that was enough to lure the taste buds. Moreover the
healthy variety made them prefer the food on a more frequent basis. However, sometimes
there was problem with respect to taste especially during late hours where cold food was
offered to some of the clients.
65%15%
15%
5%
Preference
Value for money Product quality Consumer service Taste
Figure 8 Reason behind preference for Wasabi restaurant
Findings: On evaluating the responses of Wasabi consumers it was found that 65%
considered the restaurant as value for money which implied that product and service
offerings were worthy of the price paid. They were also happy with the product quality and
the consumer services provided by waiters, patrons and managers. Some 5% of respondents
preferred the Japanese restaurant because of taste which was superior to similar restaurant
32
offering same food variants. However, some consumers also found a problem with taste as it
was reheated for couple of time which led to loss of flavor.
Theme 3 – Product and service quality are Wasabi’s Unique Selling Point
When the managers were inquired about what is the Unique Selling point of Wasabi,
most of them gave answers for both product and service quality. According to them it is the
blend of two processes which has lead to an increased performance of the firm. Few
considered product quality or service offering alone.
.
Product Quality Service quality Both product and service
Any other 0
10
20
30
40
50
60
70
Unique selling point of Wasabi restaurant
Unique Selling Point Column1 Column2
Figure 9 Unique selling point of Wasabi restaurant
Findings: On the basis of evaluation of responses given by managers, it is found that 60% of
them considered the elements of product and service quality as the USP of Wasabi restaurant.
Very few favored only product or service quality as one single dimension. Some considered
the innovations, cleanliness, website designing as the unique selling point which formed a
percentage of just 10% as compared to 60% who opted for both product and service.
Theme 5 – The operations of Wasabi are in tune with a value statement set by the firm
On asking the consumers that whether Wasabi firm is adhering to the vision, mission,
philosophy and values, which are viewed by Website on the company, the customers gave an
affirmative response. The website value and philosophy statement were clearly reflected in
the operations undertaken by the firm. The affirmative answer applied to the quality of food
and drinks offered by Wasabi. However, there was a presence of mixed views about whether
33
the values are in tune with service quality offered by the firm. Most of the consumers were of
view point that servers were very polite, courteous and ready to serve response showed by the
employees of Wasabi restaurant towards the consumers. Some also felt that service quality
was not a true source of information as suggested on website during busy hours when very
few waiters were present to serve the overcrowded restaurant.
86%
14%
Adherance to value and philosophy of firm
Yes No
Figure 10 Adherence to value and philosophy by Wasabi restaurant
Findings: After evaluation of responses given by consumer of Wasabi it seems that the firm
has done justice with the information provided on the company website about the product and
level of quality and strategies adopted to maintain the standards. However, there were some
negative responses about service offering. 92% respondents felt that the firm adhered to
mission and vision statement while less than 8% felt that the company did not played a
satisfactory part with respect to adherence to values as mentioned in the website of Wasabi
especially in the context of services.
Theme 6 – Quality is considered as the major driver behind the success of Wasabi
restaurant
On the basis of semi structured interview sessions held for the manager’s majority of
managers focused on the aspect of quality to ensure the success of Wasabi restaurant. They
also considered the quality in terms of product and service offering as the major driver
beneath successful operations undertaken by Wasabi firm. On the negative side, some
34
feedbacks given by consumers reflected that there has been a decrease in quality over the
years due to overcrowded atmosphere which has not been met by the employment of
sufficient staff.
Findings: On the basis of evaluation of responses given by the managers it got clear that the
present position has been achieved on the basis of superior quality product and service
offerings. This is the major reason behind success of Wasabi restaurant all over United
Kingdom. The areas in quality were inclusive of freshness, sanitation, use of choices
ingredients in terms of product. In the context of services it referred to overall dining
experience, response of waiters and patrons, prompt delivery of food and drink, good
response by staff members and managers as well as the maintenance of hygiene standards.
However, a few managers in some outlets felt that there was an absence of sufficient staff to
meet the same level of consumer service that was provided by Wasabi in the previous years.
Theme 7 – Clients regularly visit Wasabi outlets to enjoy the food and uniqueness of
service
According to most of the consumers that visit Wasabi restaurant, it is a good place for
frequent visits due to good food, take away option and overall ambiance provided by
restaurant. The eating place is located in prime areas of London, which helps in attracting a
large number of consumers. There is also a presence of innovative food offering, which is
changed every three months to bring a change of taste for regular visitors. But, the same
consumers feel that it should be avoided during crowded hours as the spacing is too small to
accommodate a large number of consumers, which has a direct effect on consumer service.
Locations being a positive point are also negative in the same respect as it makes the place
overcrowded.
Findings: On basis of online survey and the answers given by consumers via usage of semi
structured interview, it is quite clear that the customers of Wasabi visit the restaurant to enjoy
the fresh and quality food offering. Moreover they are also impressed by the uniqueness of
consumer service. Some of them also enjoy the variety of sushi rolls served by the
restaurants. The location of the restaurant in one of the prime localities of London further
adds to the overall positive experience. All the product and services are rated as value for
money by most of the consumers. However, some consumers also feel that it is better to take
the food at home during rush morning and evening hours due to lack of space and
overcrowding inside and outside restaurant.
35
Theme 8 – The restaurant is able to meet the expectation level of consumers
According to reviews given by consumers, it is clear that most of the regulars feel that
it is somehow able to meet the expectation level of consumers. The food is priced reasonably
and it is served hot. Moreover, the quality is somewhat good for sushi lovers. It also offers a
variety of options, which include vegetarian dishes as well. The mini portions offered by the
restaurant are good for those consumers who are new to Sushi. The innovative wrapping of
sushi is also fine. On the negative front, the food is served cold at times. The service level is
not first-class at some of the outlets. The serving made by restaurant chain gets affected by
the number of consumers who come to visit the Japanese restaurant which is a cause of
concern.
Yes Somewhat No0
10
20
30
40
50
60
Meeting the expectation level
Level of expectation Column2 Column3
Figure 11 Meeting the level of expectation
Findings: On the basis of evaluation of answers given by respondents, it is clear that 50
percent of respondents are of viewpoints that Wasabi restaurant has been able to meet their
expectations on a somewhat basis. 40% percent consumers gave an affirmative response
while the rest 10 % had negative viewpoints due to poor service offered on a few instances.
Theme 9 – There is a required to bring slight improvements in product and service
quality
According to most of the consumers, Wasabi chain of Japanese restaurant has been
offering a good set of food option which is reasonably priced. It also offers great flavors and
delicious food offerings. Still some areas of improvements have been suggested by
36
consumers. These range from increasing employee number during busy hours, adding to the
space constraint etc.
Findings: On the basis of the evaluation given by consumers and referring to secondary
sources of literature, it is clear that Wasabi Sushi and Bento restaurant can do we slight
changes to bring an improvement in overall performance. The product quality is good but
there are some weak links in the overall service quality. These relate to not being able to pay
attention towards consumer needs during busy morning and evening hours. They can be
improved upon by increasing the number of employees so that the employees can cater to
ever increasing needs of consumers.
Theme 10 - Wasabi managers are doing enough to maintain product and service quality
On the basis of asking questions to managers of Wasabi, they are of the viewpoints
that the firm has taken enough steps to maintain product and service standards adopted by
Wasabi. The food is served fresh and hot. No compromise is made with respect to non
adherence of sanitation and cleanliness while cooking, preparing and serving food. However
the managers also felt that that apart from food quality, some changes are required in the
service offering. There is a need to cater with the increased inflow of consumer’s which is a
cause of concerns during busy hours.
Yes Somewhat 0%
10%
20%
30%
40%
50%
60%
Product and service offering
Product and service offering
Figure 12 Product and service offering
Findings: On the basis of findings derived from viewpoints given by managers of Wasabi, 55
percent respondents feel that the firm has taken significant steps to maintain the product and
37
service quality. 45 percent of mangers felt that some changes may be done in the area of
service quality. None of the managers were of the views that no steps are being taken to
maintain the level of service as well as product quality.
38
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS
Product and service quality is considered as one of the most essential areas to
determine future business performance of the firm and also meet the criteria of superior
business operations. In this regard, a research study was carried out on Wasabi Sushi and
Bento restaurant, which is a Japanese chain specializing in different variant of Sushi and
other traditional food. It has focused on maintaining superiority in product and service
offering so as to maintain a loyal consumer base and gain a superior competitive advantage
over the rival firm like Mc Donald’s, Burger King etc. Thus, it is clear that Wasabi has
positioned itself as offering nutritious and healthy Japanese food at a very reasonable price,
which has made consumers visit the restaurant again and again. It has adhered to various
parameters that determine the product and service quality in restaurant business.
This relates to freshness of products, use of choicest ingredients, and maintenance of
sanitation standards that determine product quality. It has also adhered to service norms in
the form of empathy, responsiveness, assurance and other reliability standards. This has
helped the firm in producing a satisfied consumer base. Moreover, it has also understood the
relationship between how quality drives towards effective business performance to a great
extent. This has been a result of the strategies adopted by Wasabi in the form of using touch
pro system to ensure speedy delivery, rigorous quality tests carried out on ingredients; focus
on consumer feedback to improve business performance, involvement on managers in the
operational process, innovation of food variants and magnificent setup of the restaurant.
This is quite clear from the secondary sources of literature as well as the answers
given by respondents that were analyzed on the basis of primary data via thematic analysis
technique. The firm has always focused on the elements of quality, which is reflective of the
vision and mission statement. Wasabi restaurant chain has been doing well so far. This has
contributed to an overall increase in consumer input. Moreover, there has been a significant
rise in profits.
On the basis of findings arrived via thematic analysis of the data it is clear that the
firm has been doing well in the area of product quality. However, there are parts where slight
improvement may be required. There is a need to maintain product quality after the food has
been prepared with respect to ensuring freshness while serving especially when food is
cooked during early morning hours or by the batch method of cooking. On the basis of data
collection techniques it has been found out that most of the consumers are of the view that it
seems the food is reheated many times, which makes the ingredients lose the flavor. This
39
affects with the product quality after preparation. In some cases the food is also served cold
to consumers, which add to further woes. Moreover, the restaurant has maintained a tradition
to serve some dishes hot. This is a good step but it takes around ten minutes when the food is
finally consumed by customers. There is also an issue with the mini portions of food that are
served to clients. They are mini only by name, but the size is very large, which adds to
wastage as a single consumer is unable to consume the full portion. Hence, the firm must
work out in this direction to bring improvement in product quality so that it is able to do
justice with consumers who visit the stores because of its quality.
However, the firm is in a deep requirement to bring changes in the service quality,
which is a major cause of concern. It has been mentioned in the above paragraphs that with
every growth comes a challenge. Here the problem has been the greater inflow of consumers
during peak hours has made the employees full with work. Therefore, they are unable to meet
up with the increased flow of customers. This shows that the weakness is with respect to
training and development of staff members. It has led to increased negative feedbacks from
clients in internet.
This has made Wasabi more of a take away restaurant as compared to places where
consumers can relax and enjoy the delicacies of traditional Japanese food. This has made the
firm lose count of mission and vision statement, which is all about quality. The problem has
been with respect to the absence of sufficient staff and cramped spacing of outlets that makes
the place look like it is overcrowded. There is also a presence of poor communication skills
among employees, which adds to further woes. Hence, slight improvements in this regard
will help the firm in maintaining its Unique Selling Point, which is the quality. The issues are
also with respect to poor display of Sushi and Bento. There is also problem with online
ordering system.
Keeping in view about the various problems faced by Wasabi in the area of product
and service quality, several recommendations are suggested. These will help the firm in order
to bring an overall improvement in operational capability so that it can serve consumers and
do justice to the firm’s vision and mission statement which is all about quality.
Proper response to feedbacks – It is recommended to Wasabi restaurant that the
complaints received by managers should not be neglected and must be considered as
an opportunity to bring an overall improvement in services. The aim should be on
faster resolving of complaints in a most quick and efficient manner. This will not only
add to trust factor of clients but also help in generating positive word of mouth
publicity for clients.
40
Training and empowerment of staff – It is a well known fact that dimensions of
service quality related to empathy, assurance and tangibles are very essential in
maintain an overall consumer service. This leads to greater consumer satisfaction
which is a significant contributor towards increased business performance. In this
respect it is necessary to train the service staff of Wasabi about how can they make
dining experience of consumers a memorable one. They must be trained to understand
the needs of consumers so that they are able to delight them via their personal
touches.
Food serving –In order to solve the issue related to product quality that is being faced
by Wasabi restaurant, the meals should be best served when they are warm. The
servers must make sure that all meals arrive on time in order to deal with the problem
of cold serving of food. It should be asked prior to serving about the level of warmth,
spices that should present in meals so as to make the experience of consumers better.
These will also portray the image of restaurant as the one who cares for small details
related to consumer service.
Reduce the waiting time – In present case, the restaurant is facing issues as consumers
have to wait for long time before their orders are placed. Moreover, the absence of
proper seating arrangement and lack of tales is also adding to the woes. This is
making the consumers prefer take away options or they are forced to move towards
the other restaurant that offers same food. In this regards, it is the duty of manager to
keep the wait time minimum. Hence, it is recommended that the hotel should add
more servers especially during peak business hours. The number of tables should also
be increased. If this is not a possibility due to lack of space, then proper place should
be provided where consumers can wait.
Peak hour management – Employees of Wasabi should be trained properly to make
everything ready and in place before peak hours begin. Servers must be in a ready
position to serve the guests. An expediter can also be appointed who stands between
the last burrito wrapper and cashier. This will help to bag meal and allow for cashier
to focus on cashing out. Hence, there would be an overall reduction in the wait time.
A line manager must check that all pans are full of food, clean and in a ready to serve
the position.
Improvement in guest communication – Efforts should be made by managers as well
as team members to maintain a well developed flow of communication. They must
make eye contacts so that the waiters and servers are in a position to and can
41
communicate with the guests better. This will also help in serving hot as well as fresh
food to consumers. In this regard speed will not play a key role. What is required in
present situation being faced by Wasabi is the need to provide better consumer
service, make good eye contact, and enhance the flow of communication and a polite
as well as an efficient way to deal with consumers. If the given mentioned things are
properly followed by Wasabi then it would definitely lead to a very fast as well as
better consumer service.
Service mapping framework – It is advisable for the management of Wasabi
restaurant to improve the system design. In this regards, service map can be
considered as a visual definition of a service system that displays every sub process in
a particular sequence. This mapping will help the managers to transform a set of
intangible processes into a tangible picture. This will provide for more managerial
control and improvement. There will be further lead to identification of fail points
which may be a slow work process, increased waiting time and increase in cooking
duration or poor response to the needs of consumers. These can be further improved
upon by modifying the sub processes, special training sessions where consumers are
to be served at a stipulated time or additional inspection of processes.
42
CHAPTER 6 – REFLECTIVE STATEMENT
The present report is about how product and service quality has led to the
achievement of superior business performance by Wasabi Sushi and Bento. The report has
acted as a huge source of learning for me and has improved my level of understanding about
the restaurant industry. It helped me to provide a glimpse about the varied types of traditional
Japanese’s food like Sushi and their other variants. It also gave me an insight about how
product and service quality in a necessity in the case of restaurant industry which may lead to
superior business performance.
The completion of the assignment was made possible by studying the works written
by different authors. The diverse type of viewpoints given by the authors about the role
played by quality in the restaurant business was helpful. This gave me an idea about the
manner in which any report must proceed by attending to the requirements of the aims and
objective of the study. The books, journal articles and online sources presented by different
authors gave a deep insight about the research topic. In today’s scenario of intense
competition and increasing operational cost it is very difficult to do justice with consumers
by maintaining the same level of quality. Adhering to standards laid by the government is
also vital in order to make a significant mark in the minds of consumers. Hence it is required
to have a thorough assessment about the basic needs and requirements of consumers in terms
of quality to grow and survive easily.
A better understanding was also gained after studying consumer viewpoints from
various review sites. This was in relation with the prevailing mindset of people in terms of
product and service quality that should be offered by any restaurant business. Moreover, it
was also found out as to how satisfaction of consumers in terms of quality leads to
enhancement in loyalty, overall consumer repeats thereby causing repeated business
performance. The analysis of data which was done via thematic technique and graphical
representation proved to be very informative and helpful which reflected the key arguments
made by different authors and consumers about what quality norms are followed by Wasabi
chain of Japanese restaurant. Proper adherence to norms of superiority will definitely act as a
boon for the growing company and help it to gain an edge over competitors.
It was learnt that the company has been successful so far and has tried hard to adhere
to the norms of product and service quality. It was also understood that it is necessary for a
firm to take the feedbacks seriously so that it can bring further improvements in the direction.
43
Otherwise there may be a generation of negative word of mouth publicity that is bound to
hamper the performance of the firm in the long run.
44
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APPENDIX- 1
Questionnaire for customers of Wasabi restaurant
Name:
Age:
Occupation:
Contact Number:
1) What do you feel about the quality of product and service offered by Wasabi (Tick any
one)
Good □
Satisfactory □
Worse □
2) Why do you prefer visiting Wasabi outlets?
Taste □
Value for money □
Consumer service □
Product Quality □
3) Are the product and service offering reflective of vision, mission, values and philosophy
set by Wasabi?
Yes □
No □
4) Rate the services offered by Wasabi restaurant?
1 is for ‘Worst’, 2 is ‘Bad’, 3 is ‘Satisfactory’, 4 is ‘Good’, 5 is ‘ Excellent’.
Variety of dishes 1 2 3 4 5
Quality of food 1 2 3 4 5
Location of restaurant 1 2 3 4 5
Quality of consumer service 1 2 3 4 5
Value for money 1 2 3 4 5
5) Does the restaurants meet your expectation level?
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Yes □
Somewhat □
No □
If No, why??
______________________________________________________________________________________________________________________________________________________
6) What in your opinion should be improved in the Wasabi restaurant so that expectations are
fully met??
___________________________________________________________________________
___________________________________________________________________________
7) What is the thing that you disliked or least liked about the Wasabi restaurant?______________________________________________________________________________________________________________________________________________________
8) Would you opt for our restaurants’ services again?______________________________________________________________________________________________________________________________________________________
9) Would you like to receive more knowledge regarding:-
Yes No
The ingredients used? □ □
How dishes are prepared and cooked? □ □
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APPENDIX- 2
Questionnaire from managers of Wasabi
Name:
Designation:
Duration of work:
Contact Number:
1) How much time have you spent in the restaurant?
Less than a year □
Between one to three years □
More than three years □
2) What is your opinion about the service provided by restaurant to consumers?
___________________________________________________________________________
___________________________________________________________________________
3) Are you satisfied with the overall working environment offered by Wasabi?
___________________________________________________________________________
__________________________________________________________________________
4) What has been the unique Selling point of your restaurant?
Product Quality □
Service Quality □
Both □
Any other (Please specify) □
5) Why product and service quality is considered as good by you?
___________________________________________________________________________
___________________________________________________________________________
6) In your opinion is the restaurant chain doing enough to maintain product and service
quality?
Yes □
No □
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If no, please specify?
7) What is the response of consumers to the new variants in food offered by Wasabi?
___________________________________________________________________________
___________________________________________________________________________
8) What are the responses of customers towards the offerings of Wasabi restaurant?
___________________________________________________________________________
___________________________________________________________________________
9) In your opinion what have been the main drivers behind success of firm?
___________________________________________________________________________
__________________________________________________________________________
10) How product and service quality has lead to an increased performance?
___________________________________________________________________________
___________________________________________________________________________
11) Rate the parameters to judge success of Wasabi on a five point scale? 1 is for ‘Worst’, 2
is ‘Bad’, 3 is ‘Satisfactory’, 4 is ‘Good’, 5 is ‘ Excellent’
Consumer repeats 1 2 3 4 5
Profitability 1 2 3 4 5
Feedbacks 1 2 3 4 5
Level of sales 1 2 3 4 5
Reward and recognition 1 2 3 4 5
Thanks for your cooperation
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