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Name: Sabrina Shaw

Student ID: SC-KL-00036825

UAD ID: 1108206

Course: B.A (Hon.) Business Administrations

Module: Practical Business Research

Module Code: MT1011F

Module Leader: Mr. Brian Cunningham

Module Tutor: Mr. Pillay

Email Address: Neochick93@gmail.com


Title: Customer satisfaction towards services provided by Anjappar Sdn. Bhd.



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Contents
Research Proposal: ........................................................................................................................................ 2
Rationale: ...................................................................................................................................................... 3
Research Objectives ...................................................................................................................................... 6
Research Methodology: ................................................................................................................................ 6
Balanced scorecard ....................................................................................................................................... 7
Time Plan....................................................................................................................................................... 8
References .................................................................................................................................................. 12
Appendices .................................................................................................................................................. 13















Research Proposal:

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Title: Customer satisfaction towards services provided by Anjappar Sdn. Bhd.

Rationale:

Food Service defines those businesses, institutions, and companies responsible for any meal
prepared outside the home. This industry includes restaurants, school and hospital cafeterias,
catering operations, and many other formats. Commercial foodservice establishments accounted
for the bulk of food-away-from-home expenditures in 2010. This category includes full-service
restaurants, fast food outlets, caterers, some cafeterias, and other places that prepare, serve, and
sell food to the general public for a profit.
A restaurant is a business establishment which prepares and serves food and drink to customers
in return for money, either paid before the meal, after the meal, or with a running tab. Meals are
generally served and eaten on premises, but many restaurants also offer take-out and food
delivery services. Restaurants vary greatly in appearance and offerings, including a wide variety
of the main chef's cuisines and service model. Many restaurants are small businesses, and
franchise restaurants are common. There is often a relatively large immigrant representation,
reflecting both the relatively low start-up costs of the industry and the cultural importance of
food.

The foodservice industry is divided into two segments. The commercial segment makes up 80
percent of the industry and includes operations in restaurants, catering and banquets, retail,
stadium, airlines, and cruise ships. The noncommercial segment includes schools and universities,
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the military, health care, business and industry, and clubs. There are five restaurant segments in
the foodservice industry: Family dining full-service restaurants, casual dining full service
restaurants, fine dining full service restaurants, quick service restaurants and quick casual
restaurants.
The leading sectors in the Malaysian consumer foodservice industry are the caf/bar segment, the
full-service restaurant segment and the fast food segment. These three segments of the
foodservice market account for over half of sales in both value and volume terms. However,
there are opportunities to be found in the smaller sectors of the market as well. (Foodservice
Malaysia, 2012)
Malaysia has a strong tourism industry and this is reflected in the large number of hotels and
resorts present in the country. The tourism sector is quite important to the foodservice industry as
it is home to many five-star hotels (which usually have at least one full-service restaurant). This
sector has been growing and is expected to continue doing so as the government has been
encouraging expansion. It should be noted, however, that Malaysian tourism is recovering from a
decline in 2009, caused by H1N1 and the global financial crisis.
Anjappar Chettinad Restaurant is a privately owned and operated casual restaurant chain that
operates primarily in the Indian state of Tamil Nadu. The first Anjappar opened in 1964 in
Chennai. Since then, it operates over 30 restaurants in India, the United States, United Arab
Emirates, Qatar, Canada, Malaysia, Sri Lanka and Singapore. The Anjappar restaurants focus on
producing traditional Chettinad food, a local cuisine from the Sivaganga region of Tamil Nadu,
India .
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This branch, nestled in a cozy corner in the majority Indian enclave of Masjid Jamek, a sub
locality of Kuala Lumpur, opened very recently in 2013. It caters to the taste buds of both
foreign and local Indians alike, serving up a wide range of local and foreign culinary delights.
With two other outlets throughout Malaysia, Anjappar Masjid Jamek is directed by Mr. Tas
Mashoor. (Anjappar, 2013)















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Research Objectives
This research is being conducted to investigate consumer perception towards services provided
by the restaurant Anjappar Sdn. Bhd.
The purpose for conducting this research is:

To identify customer satisfaction regarding general service provided in Anjappar
To analyze and observe key factors prompting customers to patronize this franchise
To identify key elements in order to improve the companys service levels

Research Methodology:

This research project is to be conducted on site, at the premises of Anjappar Sdn Bhd which is
located in Masjid Jamek, Kuala Lumpur. A total of 100 diners who patronize Anjappar Sdn Bhd
located in Masjid Jamek and dine at said location will be the target of this study. The participants
of this study are required to be a minimum of 18 years old. This survey will include both sources
of primary and secondary data. Primary data is original data, generally collected during the
process of investigation, while secondary data is data which has already been collected by an
external source and is readily made available through sources like the internet, a company data or
research journals. The primary data used in this research project will involve gathering
information from and interviewing the customers of Anjappar Sdn Bhd. This while be done
using face to face contact with customers dining at the premises. A questionnaire will be
presented to the diners, to be filled up at their leisure while they are waiting for their food to
arrive.
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In this questionnaire, there will be a total of 50 questions to be filled up by the respondents, 40
close ended questions and 10 open ended questions. These questions pertain to the customers
attitude and perception of services offered at Anjappar Sdn Bhd, and the overall experienced
enjoyed while dining at the restaurant. There will be questions related to the demographics of the
customer, such as age, race, gender, and occupation at the beginning of the questionnaire.
Secondary data will be collected from books, journals, magazines, interviews and online
publications.
Balanced scorecard

Balanced scorecard is used to measure the customer satisfaction towards services provided by
Anjappar and customers expectation. Anjappar itself was clearly aware that listening to their own
customers and analyzing the changing needs can help Anjappar to continuously render the best
services to their customers and increase their sales forecasts. Customer perception towards
services provided by Anjappar is important to Anjappar Sdn Bhd because it represents the
quality of their services, and customer loyalty to them.






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Time Plan
Month Week Items Remarks



July 2013


1
2
3 Discuss and find titles Done
4 Submit title and get approval Done



August
2013


1 Send invitation letter Done
2 Hari Raya Holiday
3 Preparing proposal draft Done
4 Draft being checked Done



September
2013

1 Final checking of proposal In progress
2 Proposal submission
3 Drafting table of contents
4 Break week

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Month Week Items Remarks


October
2013


1 SPSS class starts
2 SPSS class
3 SPSS class
4 SPSS class



November
2013


1 SPSS class
2 SPSS class
3
4 Preparing literature review




December
2013

1 Draft the questionnaire/Pre-testing
2
3 Questionnaire distributing and
interview carried out
Meet supervisor
4
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Month Week Items Remarks



January
2014


1 Questionnaire distributing and
interview carried out
Meet supervisor
2 Examination period
3 Preparing for coursework submission Meet supervisor
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February
2014


1
2 Chinese New Year Break
3 Chinese New Year Break
4 Questionnaire distributing and
interviews carried out
Meet Supervisor



March
2014

1 Data sorting and analysis through SPSS
2
3
4 Meet supervisor
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Month Week Items Remarks


April 2014


1 Writing discussion and conclusion,
abstract and references

2 Compiling, editing and checking
3
4 Further checking of project



May 2014



1 Submit the research for assessment
2
3
4








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References

USDA ERS - Food Service Industry. 2013. USDA ERS - Food Service Industry. [ONLINE] Available at:
http://www.ers.usda.gov/topics/food-markets-prices/food-service-industry.aspx. [Accessed 04 September 2013].
Anjappar. 2013. Anjappar. [ONLINE] Available at: http://www.anjappar.com/. [Accessed 04 September 2013].
Welcome to the Restaurant and Foodservice Industry . 2013. Welcome to the Restaurant and Foodservice Industry .
[ONLINE] Available at: http://wps.prenhall.com/chet_nra_foundations_1/154/39652/10151014.cw/index.html.
[Accessed 04 September 2013].
Gordon Patzer, 1995. Using Secondary Data in Marketing Research: United States and Worldwide. Edition.
Praeger.
Mary B. Gregoire, 2012. Food Service Organizations: A Managerial and Systems Approach (8th Edition). 8 Edition.
Prentice Hall.
Robert S. Kaplan, 1996. The Balanced Scorecard: Translating Strategy into Action. 1 Edition. Harvard Business
Review Press.
Mahmood A. Khan, 1999. Restaurant Franchising. 2 Edition. Wiley.











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Appendices:
Location Map 1:


Road Map of Anjappar Sdn Bhd at Lebog Ampang, Masjid Jamek.
(Source: Google Maps Malaysia (2013) [Online] Available from: http://maps.google.com/
[Accessed on 1 Sep 2013]







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Location Map 2:


Satellite Map of Anjappar Sdn Bhd at Lebog Ampang, Masjid Jamek.
(Source: Google Maps Malaysia (2013) [Online] Available from: http://maps.google.com/
[Accessed on 1 Sep 2013]









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Photographs:



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