The Role Employees Play in Service Delivery to Achieve Customer Satisfaction at the Imperial Perkin Fast Food Restaurant

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In recent years, the competition in the restaurant trade in Ghana is increasing. There is more choice for the customers and therefore the restaurants have to work harder to attract customers. With the continuous growth of competition in the restaurant trade especially in Ghana; understanding customers has become more and more an important method of marketing in the fast food industry. The study sought to find out if there were any relationship between employee satisfaction and customer satisfaction. It further, wanted to ascertain if employee-customer interaction attract and retained customers and finally, to find out the challenges encountered by employees’ in carrying out their duty at the restaurant. The study employed both quantitative and qualitative method in the instruments for the data collection. In all, 300 respondents took part in the study. The results revealed that there is a significant relationship between employees and customer satisfaction, χ2 (1) =197.995, p< .001. It was also revealed that there was a significant relationship between employees-customer interaction and attracting or retaining new customers χ2 (3) = 250.00, p< .001. Furthermore, the employees’ listed a couple of challenges they encounter in carrying out their duties. Some of these challenges included the following; “Bad attitude of customers”, “Poor communication between employees and management” and also “not being allowed to eat from the restaurant”. In other words, they are not supposed to eat restaurant food. The study findings suggested that employee satisfaction with working at Imperial Perkin Restaurant is important to achieving customer satisfaction. Imperial Perkin Restaurant Management should ensure that they take steps to improve and sustain employee satisfaction in order to achieve customer satisfaction.
A Thesis submitted to the Institute of Distance Learning, Kwame Nkrumah University of Science and Technology, Kumasi in partial fulfillment of the requirements for the degree of Commonwealth Executive Masters of Business Administration,