California Big Company is a local chain restaurant that is well known for its burgers. The restaurant is located on the corner of a major intersection in a suburban neighborhood, California. California Big Company faces a steep competition from the variety of related family friendly restaurants in the area that also offers cheap meal to the locals. To ensure that the company remains competitive within the market, the company general manager regularly checks the restaurant store’s online reviews to get an insight of what customers say about the company. The recent data obtained from the online reviews reveals that the company sales do not seem to be slipping. However, the analysis of these ratings and reviews is critical; particularly to prioritize the areas of concern and for assessing the customer likes and dislikes (Morgan et al., 2018). Besides, the analysis will play a crucial role in fostering customer satisfaction through addressing their needs, and subsequently improve customer loyalty (Morgan et al., 2018). Therefore, the analysis’ primary purpose is to help the company come up with the best plan of action leading to high-level profitability.
The online data reviews conducted in this case study aimed at identifying the company’s progression. Thus, the analysis classified the whole information regarding the company into two primary categories; the company’s key strategic strengths and the company’s key strategic weaknesses (Morgan et al., 2018). In this light, the company’s key strategic strengths are determined by the customers’ likes, while its key strategic weaknesses are determined by the customers’ dislikes.
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This report will use both qualitative and quantitative methods of research and data analysis. Regarding the qualitative research method, interviews will be conducted online using the store’s online reviews to establish what various customers who visit the restaurant say about the company. A total of 70 participants will be used for sampling. All the interviewees will be assured of their confidentiality during the interview ( Suerdem, 2010 ). The participants will be given free-will to choose to participate or not. The results from the interview will play a critical role in offering first-hand information about the customers’ likes and dislikes of the restaurant (Morgan et al., 2018). Besides, the participants will provide their suggestions of what they would wish to find in the company. Regarding the quantitative research methodology, a survey will be conducted to determine the restaurant’s performance trends ( Suerdem, 2010 ). Here, data about the company’s commodities in the menu that have consistent customers and those which have no, or have irregular customers will be collected. This will be vital for determining the kinds of meals that the company need to emphasize on and those that the company need to reduce, or even eradicate from the menu.
Data collected from the qualitative analysis will be grouped into two main categories. The first category will comprise of the customers’ response to positive comments about the restaurant, while the second category will comprise of the customers’ response to negative comments about the restaurant. The results will be rated out of 5. To determine the value to be assigned to each comment, a mean value from be obtained from the sample population of the 70 participants. The assumption here is that if a particular comment receives a mean value of 3 likes, then the mean value for the dislikes will be 2. Table 1 and Table 2 below give a summary of the coding process of the values ascribed to the qualitative data.
Table 1: Showing customers’ response to positive comments about the restaurant
| Comments | True | False |
| Great burgers | 3 | 2 |
| My waitress was really nice | 4 | 1 |
| We were seated very quickly | 3 | 2 |
| The food was horrible but the manager comped the meal | 3 | 2 |
| Food was ok for typical bar food | 3 | 2 |
| Really kid friendly | 4 | 1 |
| There was a wait to be seated and the hostess brought my four year old crayons and paper to keep her busy! | 5 | 0 |
| Our waiter slipped us a busy one, get one coupon before we paid the bill. Sweet!! | 4 | 1 |
| Total | 29 | 11 |
Table 1: Showing customers’ response to positive comments about the restaurant
| Comments | True | False |
| My soup was cold | 1 | 4 |
| My salary was wilted | 1 | 4 |
| The carpet was filthy | 2 | 3 |
| There is too much to choose from on the menu | 2 | 3 |
| The place is known for their burgers. They should stick to that. Their pizza was horrible and overpriced! | 1 | 4 |
| Bathrooms need some serious attention! Gross! | 1 | 4 |
| Total | 8 | 22 |
Figure 1 : Graph showing customers' response to positive statements about the restaurant
Figure 2 : Graph showing customers' response to negative statements about the restaurant
Overall, the information availed in both the tables and the graphs above indicate that the customers’ positive responses about the restaurant outnumber the customers’ negative responses about the restaurant. However, there are two major customer concerns that need to be addressed. First, the restaurant’s carpet needs to be kept clean and tidy. This is because a significant number of customers complained that the carpet was filthy. Secondly, the restaurant needs to reduce the number of meals in its menu. This is because a reasonable number of customers complained that there was too much to choose from the menu. Despite these concerns, most of the customers expressed their satisfactions about the restaurant’s services. Customers showed two primary areas of satisfaction. First, most of the customers reported that the waitress was nice and friendly. Secondly, customers were happy on how they were treated as they waited to be served. This is a clear indication that customer needs are fully addressed.
Based on the above data analysis and findings, this paper makes two recommendations for addressing customer concerns. First, the restaurant should employ a cleaning staff to help in keeping the various parts of the restaurant, especially the carpet, clean and tidy. Cleaning the environment not only attracts customers, but also prevents the closure of the hotel by the ministry of health and sanitation. The second recommendation is that the restaurant should reorganize its services to specialize in few meals, such as burgers and pizza. Specialization is vital for enabling the restaurant to offer quality services to its customers, leading to high-level customer satisfaction.
References
Morgan, A., Whitler, A., Feng, H., & Chari, S. (2018). Research in Marketing Strategy: Journal of the Academy of Marketing Science . Retrieved from https://www.researchgate.net/publication/327107606_Research_in_Marketing_Strategy
Suerdem, A. (2010). Bridging qualitative and quantitative methods for classifying policy actors into policy discourse communities: thematic analysis and formal concept analysis approaches : International Journal of Data Analysis Techniques and Strategies . 2( 3): 199-216. Retrieved from https://www.researchgate.net/publication/227441117_Bridging_qualitative_and_quantitative_methods_for_classifying_policy_actors_into_policy_discourse_communities_thematic_analysis_and_formal_concept_analysis_approaches
