the impact of information technology & …journal-archieves24.webs.com/360-390.pdf ·...
TRANSCRIPT
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 360
OCTOBER 2012
VOL 4, NO 6
THE IMPACT OF INFORMATION TECHNOLOGY & HOSPITALITY SERVICES ON
CUSTOMER SATISFACTION-A Case study of Fast Food industry in Pakistan.
Muhammad Shaham Bakhat
M.Phil. (Management Science)
Department of Management Sciences
Minhaj University Lahore
Sajjad-ul-Aziz
Lecturer
Department of Management Sciences
Minhaj University Lahore
ABSTRACT
This study explores the relationship mainly between customer satisfaction and Information technology in the
Hospitality services (example) KFC Pakistan. This paper explains how data explodes from information system’s
which guides the restaurant/sales operation team for daily work and also help the potential customers for better
services. The Information technology is the tool for getting operation excellence while we know that product
quality, customer services, Ambience are significant variable in the fast food industry. In this paper we are also
examining fast food chain on the basis of information system. The research objective is to visible IT impacts on the
business unit level which correlates to organizational performance. The hospitality & IT services are directly
involved in the positive attitude of the customer which reflects in the customer satisfaction and customer loyalty.
Business performance metrics are maintained to be used in the pre and post implementation phases for result
comparisons in fast food chain to determine IT service like webpage, online delivery, CRM with hospitality service
variables impact on the customer satisfaction.
Keywords: IMPACT ; INFORMATION TECHNOLOGY ; HOSPITALITY SERVICES ; CUSTOMER
SATISFACTION; CASE STUDY ; FAST FOOD INDUSTRY ; PAKISTAN.
1. INTRODUCTION:
In contemporary world every thing is changing day by day due to effect of globalization and rapidly changes in
hospitality services and fast food brands. The service oriented businesses basic is to escort to the satisfaction of their
customers both locally and internationally while excel unique cultural differences from one country to another
country and region to region within one country. This study provides a cross cultural effect of customer satisfaction
of fast food industry in two regions within country. It is based on data collected from customers of globally-
franchised fast food chain, using a previously developed customer satisfaction procedures. The study would show
two empirically derived a cross-cultural fast food customer satisfaction dimensions: satisfaction with the hospitality
services and satisfaction due to Information system. Customer services and Information system directly impact on
customer satisfaction in the fast food industry. In these days soft service (fine dine-in) like PC Hotel, Student
Biryani, Lahore Broast and casual dine-in like indulge, café Expresoo and Roosta Café are adopting self service (fast
food) procedure to achieve the customer satisfaction. While we are taking for research two international Franchise
chain of fast food. First one is KFC and second is Subway. Service quality in which include speed of service,
customer mania attitude (behavior), product quality, price and Information systems we will study the effects of
Information Technology on Customer satisfaction in fast food industry.
These days due to economic crises or competitive market every industry is trying to retain old customer which has a
share in profit of any firm. In fast food restaurants customer retention is global issue on which every restaurant is
focused. They are using different market strategies or promotions to get attraction of the customers. The goal is to
achieve maximum sale due to marketing strategies which would retain the customer and improve the frequency of
visit and create attraction for the new customer. Meanwhile, customers are felt attraction due to marketing plan but
restaurant should need to maintain product quality and service quality. Here we need information system which will
guide us that due to our last promotion how many sale or transactions came in our restaurants. How many inventory
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 361
OCTOBER 2012
VOL 4, NO 6
which will be use in new promotion and which time customer turn over would be high in a day. Furthermore, this
database of information will use to maintain Inventory in restaurant for particular time. It will diminishing the
occurrence of shortage in the restaurant while in the other restaurant where database of information is not available
they will suffer shortage of inventory which will effect customer service badly due to unavailability of required
product in restaurant. For Example, In Malaysia, there is competitive market of food industry they have so many
international chains which are contributing in economy of this country. They attract the customer because quality,
product quality and technology development. They are using latest technology which gives the facilities to customer
like hotspot, Wi-Fi gadgets, UAN, POS etc. They are maintaining database of customer with the help of post sales
analysis in which they know how many customer will be expected to come in any hour of the day and how many
inventory stock is required in a day or month or any hour.
―Positron‖ is measuring tool which showed the gain in input of productivity from Information technology in
complex with managerial environment. It used the new cash register point of sale and order taking technology which
called ―Positron‖ in Hardee’s Inc. as pilot project. It was helpful to measuring performance of the restaurant which
is using this technology while other is using old technology.(RAJIV D.BANKER,ROBERT J. AND RICHARD
C.MOREY,1990)
In early days of Information Technology, peoples were using manual procedure on cash counter for calculation of
sale or purchase. This procedure was time consuming for the customer. After development in IT field they move
from old procedure to cash counter machine which also called manual cash register. We are taking two restaurants
of fast food, first one is using manual cash register like Casio, uniwell machine and other Fast food restaurant is
using latest technology like touch screen Point of sale machine with latest data warehousing .We will examine the
relationship of customer services and information system in Fast food restaurant. How I.T contributes in Fast food
industry to achieving the goal of customer satisfaction? KFC is using latest technology like Touch point of sale
machine which have customized inventory management software which guide the restaurants manager regarding
inventory, recipe, sale, forecasting, menu mix etc, while Subway is using traditional cash counter which have only
cash sale record.
Role of information system is like eyes and ears of the management, guiding the new era, gap analysis,
improvement of hardware and servers and networking. The Decision making of company improved due to
investment in information system and it is supported for company decision. Due to global competition we require
knowledge for making knowledgeable decisions (Hayek 1937).
RESEARCH PURPOSE
Purpose of the Study – This research work aims to explore and describes the retention & satisfaction of Customer,
and examine the relationship among Service quality, product quality, ambiance value, Information technology
systems and Customer mania attitude (behavior) in fast-food restaurants.
RESEARCH SIGNIFICANCE
This study will help to maximize the customer satisfaction with the tool of Information system and Service quality
in FFR and will guide us that How information system and product quality will play vital role to retaining customer
retention in Fast Food Restaurants?
2. LITERATURE REVIEW
2.1 CUSTOMER SATISFACTION
The literature is revealed that most of the work on customer satisfaction covered the major factor hospitality services
like service, product quality, atmosphere of fast food industry but it is also show impact on operation efficiency due
to information technology services.
Customer satisfaction in a business sense is measuring tools of how product and service provide by the firm which
meet or go beyond surpass the customer expectation. It is a main performance attribute in the business and it is the
part of Balance Score card and we know that BSC is the strategic management tool for evaluating the overall
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 362
OCTOBER 2012
VOL 4, NO 6
business. Churchill & Suprenant,1982;Cronin & Taylor,1992 studied that Customer satisfaction is described as the
link between perceived quality and post-purchase evaluations and decisions.
The researcher in his article which was published in International Journal of Hospitality Management,(Volume 28,
Issue 1, March 2009, Pages 10-17) explained that how intention, customer satisfaction, word of mouth will effect on
overall food business.(Woo Gon Kim, Christy Yen Nee Ng, and Yen-soon Kim)
Goh Ling Shing,Robert J.Nathan,Carolyn Koh,2012 described that Customer satisfaction is revealed with customer
psychological desire .The desire refer the positive response or emotions, fun. The customer satisfaction is the
outcome which comes from series of service attributes. This occurs when customer expectations or wants meet the
service or product. The tangible and intangible services are included in the series of service. Customer satisfaction is
also linked with the repeat purchase, positive word-of-mouth reference, loyality and cost effectiveness. There are
different attributes which increase the customer satisfaction such as instant complaint handling, open dialogue and
mutual understanding. The author is argued that customer retention is not depend on customer satisfaction because
customer mind is changing time to time some time he switch on other product within existing menu or other brand.
The customer satisfaction is the positive feedback and it is the essential attribute for the sustainability of the firm.
The author is associated the willingness to pay with customer satisfaction. He also highlighted that customer is ready
to pay extra if he is getting excellent service. Customer satisfaction is found for repurchasing and overall customer
retention. (Tornow & Wiley, 1991), the positive feedback is also contributing for increasing sale. The consumer first
impression is the most important in service industry because customer satisfaction contributes in profitability. The
loyalty and willingness to pay more is the outcome of customer satisfaction which is main element for succeed in
any business. The customer is the King which basically shows the importance of the customer satisfaction. If the
customer satisfied then the repetition of visit and positive word-of –mount will be increased the revenue of any
business.(Goh Ling Shing,Robert J.Nathan,Carolyn Koh,2012)
C.H Lovelock, P.G.Patterson,,R.H.Walker(2007),analyzed that in service industry the contact service is most
important in which service employee and customer has high level of communication involvement. So, the service
industry is focused on the employee interpersonal skill because they know that it is main attribute when they will
talk to valuable customer. They will be easily interacting with customer and they know the judgment call on spot
from the customer and it is very helpful for making decision on spot from the service employee.
Christina G. Chi, Dogan Gursoy (June 2009) in his research ―Employee satisfaction, customer satisfaction, and
financial performance: An empirical examination‖ he examined the relationship between employee satisfaction and
customer satisfaction. They also showed the impact of both on a hospitality company financial growth using service
profit chain framework as the assumption. Basically, this research explores the following important relationships:
(1) The customer satisfaction and financial performance has direct relationship.
(2) There is a direct relationship between employee satisfaction and financial performance.
(3) Customer satisfaction and employee satisfaction has direct relationship.
(4) There is an indirect relationship between financial performance and employee satisfaction.
This research look closely the inter role of customer satisfaction on the indirect relationship between employee
satisfaction and financial performance. The data was collected for this research from employees, customers and
managers of three and four star hotels. The Structural equation modeling with a two step approach was used to
experimental test the proposed hypotheses and the relationships between the attributes. The findings of this study
suggested that customer satisfaction has positive important impact on financial performance. The employee
satisfaction has no direct impact on financial performance of the firm. Meanwhile, there is an indirect relationship
between employee satisfactions and financial performance of the firm.
Stevens,Knutson,and Patton(1995),This study was main objective to investigate the relative significant of
institutional ―DINESERV‖ in outlets like product quality, ambience, service quality, convenience, price and value
that pretend the customer satisfaction in dining facilities and he was also examined and determinates the customer
satisfaction in the scenario of return intension and word-of- mouth. While we know that if we eat good food in any
outlet then we will talk to six people regarding this good food. Unfortunately, if we found bad quality food at any
location then we will talk to more than fourteen people regarding this matter. So, Word-of-mouth has its vital role in
customer service industry. The researcher was conducting the web survey in which more than 4000 students
participate from public university and they gave input regarding dining facilities. He found that ―DINESERV‖
dimension had an important positive consequence on customer satisfaction and increase the repetition frequency of
customer. He studied that improvement in customer satisfaction is affecting word of mouth and retention of
customer in food service court of university. Kivela et al (2000) also found that loyalty of customer is strengthened
and positively reputation of dining facility is also increasing and rapidly revenue of food court is rising.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 363
OCTOBER 2012
VOL 4, NO 6
2.2 INFORMATION TECHNOLOGY SERVICES
Web-based CRM or Electronic Customer Relationship Management is the significance tool for fast food chain to
enhancing the customer relationship and hospitality services. The automated questionnaires which are available on
the website are used for collecting the point of views of customers and this data is also used for suggestion or
improvement of the fast-food chain outlet service which is required for customer satisfaction. (IbrahimAli,Aw Yoke
Cheng,and Chuah Shee Hoong,2011)
In the fast food industry ,information technology is useful in the field of supply chain, Marketing ,operation,
administration but customer relationship management is need to enhance further for serving the valuable customer.
The Electronic Customer relationship management (ECRM) is now serving in the fast food industry which is
providing the service to his valuable customer through internet .In E-CRM, they use the internet or web and process
which serve the customer as per need. The informational, transactional and relational are the vital attributes which
make the effective website of E-CRM. The E-CRM is the approaches which integrate the front-end interface and
back-end interface with each other which give the real-time picture or services of the fast food outlet which is
providing to its customers. (Ab Hamid,N.R.,Aw,Y.C,Md Akhir,‖Perceived Important Features and Dimensions of
E-CRM‖,2011)
Arash Fartash and Nazanin Nassir Gharechedaghi,(2012) analyzed that service industry is changing rapidly around
the world due to technological changing in information technology and communication. The method to serve the
customer and provide the valuable service is changing in the organization due to contact center. The contact center
which is the tool for interacts with the customer daily and provides the real time service as per customer need. The
income and sale is the blood of organization and in the other words this is the life of organization. There are various
Information technology applications which are beneficial for reducing the cost, increase the quality, rate and
accuracy in giving the service to our customers. The customer satisfaction will reflected in taking decision of the
customer to pay more in order to receive better goods or service. The customer is always in search to find out
supplier who will give better goods or service. In these days, almost all organizations, institutions, large or small
firms in the developed countries have contact center which respond the customer in all ways of communication to
provide the better service for their customer .So, they achieve the organization goals and attract the customer
satisfaction. The contact center is the vital tool which helps the customer-oriented and service-provider organization
for solving the challenges and problems which face by the customer. The aim of the study was to explore the affects
of contact center on the customer satisfaction.
There are different methods of communication like telephone, SMS, Fax, email, chat which normally used by the
customer for buying, selling, services at any time , day or night and anywhere around the world. The customers
communicate with the contact center which is already equipped with latest technology and contact center has experts
or agents which have deep knowledge of product. These all information or records are saved in the software like
Customer Relationship management which is used in future for more facilitating the customers. (Aksin.Armony,
Mehrotra, 2007)
The contact center is a strategic and important part of the organization because it is working as a middle man
between customer and organization. He gives competitive advantage to the organization and also gives the cheap
service by phone to the customer. Contact center is centrally or distributive managed by the groups of experts or
individuals who answer the calls or respond the customers as per query. The advance call center have the ability to
records the calls, emails ,SMS management, notifications ,agents answering call duration, VOIP enable service and
administrative reporting for the executive decision regarding service quality which is providing to the
customer.(Berkley,S.2005,Key Note2003‖Call Centers‖)
Jon Kolasinski,‖Call Center Performance and Customer Satisfaction‖,CRM Magazine,(2004), researched that it is
easy to estimate the losing of customer due to negative interaction with the company but its is difficult to find out
the hidden cost which will suffer by company due to negative impact in social networking of the customer. It is true
that if the customer finds out good service in the oulet, he will tell the other friends but it will be limited numbers of
friends if we compare to negative service experience which he found out in same outlet. The cost-cutting exercise
and process optimization impact the bottom line of the organization. Some time organization failed to realize the lost
of the interactive customer transactions when they are focusing on the improvement of call center process.
Undoubtedly, they got the short term cost benefits but they ignore the quality of interaction with customer and most
important variation in the quality of service. The focusing on the process however hides the poor performance of
agent with interaction of the customer. The process cut of the cost in the view of management but it did not give the
positive response. The procedure of all queries or information gives the empowerment to the employee. They know
that every information on micro level then they easily give the information or answer the queries without
consultation of supervisor or colleague. This increase in decisional power will reflects in customer satisfaction.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 364
OCTOBER 2012
VOL 4, NO 6
The Chan Wing SZE,(2011) analyzed that in fixed telecom industry the loyalty of the customer is low due to
minimum differentiate in product and high complains of the customer. He also analyzed that competition is move
from price to product quality and now service quality is the main tool which make the customer loyal. The loyal
customer will use the product after check the contract with service provider and also tell the friends which he has in
his social network. This positive word of mouth will show the customer satisfaction. The more opportunities will be
created due to satisfaction of the customer and market share of the organization will be increased. This became a
competitive strategy due to customer satisfaction. In this study I also found out that retail shops and call center are
the main customer service points. I also found out that some organization has touchier point in the regards of
customer service is call center. The customer satisfaction in the market is look like a battle which is easily wins with
the help of providing the higher service quality by the Call Center. The service dimensions of the advance call center
includes accessibility, interaction with agents or experts and answer or solution of queries are the main indicators to
evaluate the service quality and customer satisfaction in HKBN call center. Meanwhile, the willingness to continue
the service or willingness to continue the recommendation to the friends are the main indicators of customer loyalty
The concept of gap model is consist on the difference which we find out that service perception which is provide by
the organization and what customer was thinking regarding services. In this study we also find out that the customer
satisfaction has positive influence on the customer loyalty.
Call center is the place where all calls are land and the main purpose of this place is marketing, customer service,
telemarketing, sales, technical support and different specialized business activity which is done in the presence of
experts or agents (Bodin and Dawson,1999). The call center is doing his operation 24 hours a day, 365 days of the
year. Basically, call center is the competitive strategies for the customer relationship management (Mitchell, 1998)
because when the firm realize that relationship is not end after sales and customer also access the firm after sales
which add the value and show in transactions. In call center, human agents or experts or some time auto answering
voice response machine answer the customer complains, resolving the problems, giving the information, answering
questions and receiving feedback(Moon et.,2004).
The primary aim of call center is the achievement of high level customer satisfaction and customer care with the
help of excellent services. The call center is providing the service in the friendly way after sale of product or service
to the customer. Due to competition in the market, now call center is moving from back office to front office for
achieving the customer satisfaction.(Anton,1997).The call center importance is significant in the telecommunication
industry and they are using call center as a retention strategy. They are using call center in a proactive way which
make the difference with customer service. They are using call center for building the relationship, maintain the
relationship by establish the direct communication with their customers. This help the business do more with
customers and attract the new customers. However, it is reality that call center is forgot his role regarding the
customer satisfaction and long term organization objectives. Customers are less satisfied if we compare with the
office-based in-person service(Bennington et al.,2000). So, It is very important that how to provide the superior
service to the customer which is very important for achieving the long term objectives of the organization.
John F.Rockart,Michael J.Earl and Jeanne W.Ross(1996) analyzed that customer satisfaction is not just prompt
courteously service. It is basically to design product and service which fulfill the need of individual customer. It is
equally important that cost will go down and production of the firm must go upward. New customer demands,
improvements and developments in technology are the basic reasons which are pushing firms for redefining the
organization mission. The IT professional and business managers both are retesting the role of IT function due to
importance of information technology. I also discussed and defined the ―Eight Imperatives‖ for IT organization
which are core function of IT unit.
Application of speech Technology is the invention of customer service because client is trying to communicate with
machine and get some information and service. The voice dialogue system deals with the customer orders and
questions in fast food restaurant. This voice system has two subsystems namely as a dialogue subsystem and a voice
interface. The dialogue sub-system behaves like a recorder in real restaurant and he gives the information to
customer as per his input. (P García, J Diaz-Verdejo,1997)
Information technology is participating very vital role in building customer satisfaction and speed of service quality.
If, the restaurants manager is operating multiple units in one local area and he is seeking to gain a competitive
advantage then he should have useful information technology tool. This tool includes database of customer, call-
routing and different reporting software’s has also option to used Telecommunication devices in multiple location. If
one customer calls him regarding delivery of an order then restaurant manager has option to deliver this order from
one unit which is nearest to customer location. So, in this case information technology gives edge to deliver order
within time. Its also have positive effect on fast food balance sheet in fiscal year because due to use of this
technology. He will save the fuel consumption, labor hours and also positive effect on customer due to speed of
service. The database maintenance is also useful for making database of customer and telemarketing in future.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 365
OCTOBER 2012
VOL 4, NO 6
System management reports are supportive to making decision for decision makers regarding effective menu and
operation management in restaurants.( Leslie E. Cummings)
(International Journal of Hospitality Management,Volume 6, Issue 4, 1987, Pages 225-228)
Labor cost is a major portion which reflects in Profit & loss of business which is increasing day by day. So, fast food
related firms are considering self-service option with the support of information technology in which human
involvement is become very low. The incremental growth in labor costs and advancement in technology are
promoting service firms to consider and implement technology-based self-service options for the customers.
However, little is known about how customers would evaluate such choices. The two alternative models of service
quality are project based on an attribute versus overall affect attitude. The attribute model is constructed especially
on what consumer would think from such choices. The overall affect model is grounded on the consumer's feelings
toward the use of technology. The research is conducted to test these models for a new (proposed) technology-based
self-service choice, with and without the influence of different waiting times. (Pratibha A. Dabholkar)
The researcher found that productivity and customer satisfaction are interconnecting with each other. There was two
different points of views regarding this theory. One school of thought had view that productivity and customer
satisfaction are compatible when customer satisfaction increase then cost of productivity and complain management
are decrease. They were agreeing that due to customer satisfaction the ratio of return item will become low. So, it
will positively effect on productivity cost. While Other’s people had other point of view that due to increase in
customer satisfaction we will need more financial assistant for improvement in our production. The more cost will
reflect in our productivity cost. The European courtiers are downsizing labor due to high cost of production and they
have other option to develop productivity units in developing countries. The study found that proper implementation
of information technology may increase both customer satisfaction and productivity. (Eugene W.Anderson,Claese
Fornell,Roland T.Rust)
2.3 HOSPITALITY SERVICES
The researcher Divya S.Singh and Hui-Wen Shih,(2011) explored in his article ‖A Study of relationships among
service performance, customer satisfaction and behavioral loyalty‖ that unique attributes or factors of service quality
are determined the customer satisfaction and loyalty at the Bar-restaurants. The service quality is vital attribute in
the service industry. There are numerous researches of available who examined or measure the relationship between
service quality in the regards of customer satisfaction but this researcher focus on the performance of service quality
which is relate with the customer satisfaction and loyalty behavior.
Parasuraman, Zeithaml and Berry (1985) developed the first’s model to evaluate and describe the service quality,
SERVQUAL. The service quality is easily showed in term of market share, return on investment and cost reduction
in the service industry. They found out in their research that there is some expectation differences between
organization and customer perception of the service quality which was delivered in restaurant. They also investigate
that service quality can be measured through gaps between what the customer expects and what the customer receive
regarding services. According to the study which is conducted by Parasuraman, Zeithaml, and Berry(1985), the
original factors are tangible, reliability ,responsiveness, communication, security ,credibility ,courtesy, competence,
understating and access. This original factor was revised by the researcher and they agreed on five variables but
Cronin and Taylor (1994) argue that SERVQUAL does not measure the customer satisfaction and service quality.
Stevens, Knutson, and Patton (1995) described a service quality measure, DINESERV, which explore the level of
measurement on the basis of restaurant ambience and employee service. Caldwell and Hibbert (2002) explored the
effect of music in restaurant atmosphere which affect positively to the employee service. Kivela et al. (2000)
analyzed that food in explaining show the customer satisfaction and customer retention in the restaurants while
Namkung and Jang(2007) focused on the product quality and they describe in his research that it effect the customer
satisfaction and loyalty behavior of the customer. Cronin and Taylor(1992) explained that observed service quality
led the customer satisfaction which he received in restaurants .This satisfaction will show in repurchase or revisit of
the customer in the restaurant. Dabholkar, Shepherd and Thorpe(2000) demonstrated that the customer satisfaction
is a positive response between perceived quality and behavioral intentions. The Raajpoot (2002) developed the
model TANGSERV and in this model he described the tangible quality constructs. If we need to understand the
customer choices, customer satisfaction and customer loyalty behaviors then we need to go beyond the traditional
SERVQUAL. The significance of product quality was described by quick-serve operators. (Ryu, Han and
Jang,2009). He also explained the customer needs and wants and appeals in the perspective of hedonic and
utilitarian to a restaurant.Namkung and jang (2010) analyzed that reasonable price and giving the efficient service in
a specific time could be increase the positive emotion. He also realized that if the restaurants provide high-quality
tangible effects and intangible service to the customer will reflect in positive sentiments and ultimately produce the
future customer.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 366
OCTOBER 2012
VOL 4, NO 6
The authors studied in his article that service quality impacts on customer satisfaction and he also investigates the
relationship of service quality and customer satisfaction which will impact on buying habit of customer. The authors
investigated the relationship and dimension of service quality and the link between service quality, consumer
satisfaction and purchase purposes. A literature review suggested that the current operationalization of service
quality misperceives satisfaction and customer attitude. The authors in his study tested that (1) A method of
operationalizing perceived service quality (2) the importance of the relationships between service quality, consumer
satisfaction, and purchase intentions. The outcomes recommend that (1) a performance based measure of service
quality will be an improved means of measuring the service quality paradigm (2) The service quality is a
predecessor of consumer satisfaction (3) The consumer satisfaction has an important influence on purchase
intentions (4) The service quality has not as much of influence on purchase targets than does consumer satisfaction.
The suggestions for managers and future researchers are discussed. (J.Joseph Cronin,Jr.&Steven A.Taylor)
Theodore P. Stank, Thomas J. Goldsby, Shawnee K.Vickery(1999), examined that there is multiple relationship
between service quality and operation service which reflects on profitability of the fast food industry. He deployed
the model of service performance which influenced on customer satisfaction and loyalty in the fast food industry and
it was a tool of customer perception. The researcher also focused on needs and wants of customers and how will we
use supplier for enhancing operation performance. The researcher also represented that establishing customer
relationship also will give benefit to fast food firm. Due to operation efficiency operation cost of restaurant will
become low and it will affect positive in food cost and profit & loss of restaurants because restaurant will got control
on variance & wastage. The researcher studied that Customer loyalty is focused in marketing strategy. It has been
also explained that brand reputation is a key factor of customer loyalty. So, companies are focusing to explore and
develop the brands equity. It was also explained that product quality is not only retaining customer satisfaction. It is
also reputation or strength of the brand. Thus, customer satisfaction is easily estimated through brand reputation and
customer loyalty. The researcher in his article which name is ―An Examination of the Effect of Product Performance
on Brand Reputation, Satisfaction and Loyalty" (European Journal of Marketing, Vol. 27 Iss: 9) explored that brand
reputation is a key point which attract the customer and enhance the loyalty of customer. Moreover, product quality
contribution is significant for retention of brand equity. (Fred Selnes, (1993), pp.19 – 35)
The researcher studied and represented a report that improvement in service quality, service value and satisfaction
will effect on customer behavior. His study also represents service marketing in international level and showed that
how improvement and advancement will affect the service quality. He studied the behavior of North American and
Latin American. After that he observed that Latin American’s are more depended on satisfaction while North
Americans are more consequence about service quality and satisfaction. Overall American customers are more
emphasis regarding that what they are receiving service and what they are paying for it. Furthermore, they compared
that is this beneficial or not. (Michael K. Brady, Christopher J. Robertson. Joseph Cronin)
Pilkington and Chai (2008) explored the significance of product quality and services on customer satisfaction. They
also found that loyalty of customers increases if they will get the higher quality products. The researcher Bastos and
Gallego (2008), Yi, (1990), Chai et al, (2009), Bloemer,et al (1995) also explained the importance of product and
services quality in increasing the customer satisfaction and customer loyalty.
Thongsmak (2001) studied that service attributes are more unreliable than the product. In this research he explained
the food quality, ambience besides product quality. R.D.Blackwell,P.W.Miniard,and J.F.Engel(2006) explained that
There are many attributes which are determinants to meet customer satisfaction such as product or service
performance, consumption feelings and expectations. Customer satisfaction is also linked with repeat purchases,
positive word-of-mouth recommendations, lower price sensitivity, loyalty competitive advantages and cost reduction
(R.Presbury,A.Fitzgerald,and R.Champman). The concepts of quality and performance have been identified as
determinants of satisfaction. In product-based industries, the primary determinant is product quality (Kotler, 1989),
and is defined as a product’s capability to perform its specific assignment (Kotler, 1989). For Service-based firms,
consumer perceptions of quality become the primary indicator of satisfaction (Cronin & Taylor, 1992). Consumer
perceptions of these tangible goods also contribute to overall customer satisfaction. The experiential nature of
customer satisfaction made it unique to each individual consumer (Oliver, 1993). Customer satisfaction, or
dissatisfaction, output depends on subjective perception of quality rather than objective organizational quality
standards (Greenwell, Fink, & Pastore, 2002). This means that organizations need to understand a variety of
different types of customers of their products and services to ensure a high level of perceived quality among those
different groups. The quality and customer satisfaction are linked in service-based industries while two terms are not
synonymous. Many researchers argue that they are not identical attributes but service quality has an important
relationship with customer satisfaction (Chelladurai & Chang, 2000; Mullin, Hardy, & Sutton, 2000; Greenwell et
al, 2002; Robinson, 2006). The organization need to know about customer perception after receiving the quality
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 367
OCTOBER 2012
VOL 4, NO 6
services which he is offered to ensure the customer satisfaction. The experience or evidence shows that customer
satisfaction has a strong and positive relationship with re-purchase aim (Oliver, 1993). It is cleared that repurchasing
of same-brand products or services showed the customer loyalty (Tallis, 1988). But, Oliver (1999) in his research
argues that this definition does not show the sufficient meaning of psychological meaning of loyalty. He defines
loyalty as an intensely commitment to re-purchase the product or service consistently in the future. The team
identification as an expression of a customer deeply held psychological commitment to his team. This psychological
commitment can be raised without repeat purchases and is considered as a sign to consumer loyalty (Lee,Trail, &
Anderson,2009).
Soriano (2002) in his research explained that proposing good food and service is not a sufficient to attract and
retaining the customer while they need to provide the good value meals in a favorable ambience in a restaurants. The
study done by Bartlett and Han (2007) was based on experiences from dining-in in china. Their study was based on
the SERVQUAL model while many items did not fit within those classifications and needed to be studied further.
The other classifications that develop in expressions of customer satisfaction in the restaurants in china involved
excellent quality of dishes and price. The food and service quality builds the total experience for the consumers in
the restaurants industry. The researcher Kivela, Inbakaran and Reece (2000) who conducted the study in Hong Kong
explored that customer satisfaction attributes based on five dimensions which are first and last impressions,
atmosphere excellence, Service excellence, product excellence and feeling relaxed while eating their meal and
reservations and parking.
A research which was conducted in Spain by Soriano (2002) explained that characteristic quality of place or
atmosphere were significant (P<0.05) to customer satisfaction. Bartlett and Han (2007) conducted the research in
china; they incorporated the place or atmosphere in service quality. The research showed the influence on customer
satisfaction. They suggested in their research that hygiene, space and ambiance are critical elements for many
consumers. To manage these factors properly give the positive gain and positive perception for the point of
customer. Previously mentioned by Kim, Moreo and Yah (2004), in their research that ambience of dining corridor
had a positive relationship with customer satisfaction.
Hensley and Sulek (2007) also agree with Pun and Ho (2001) studied that customer perception may be inclined with
proper temperature, relaxed fixtures and lighting.However, there are already many researches on customer
satisfaction with the factors of product, atmosphere, service quality, behavior effect and some elements of
information technology. But, here I will do more exploring research on Hospitality services and Information
technology efficiency in fast food industry with the frame of customer satisfaction. 3. METHODOLOGY
3.1 INTRODUCTION
The study shows the relationship between:
a) Customer Satisfaction in Fast Food Industry
b) Information Technology & Hospitality services impact on Food Industry
The study shows the cause and effect relations between the information system & hospitality
services and their impact on customer satisfaction in fast food industry.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 368
OCTOBER 2012
VOL 4, NO 6
3.2 THEORETICAL FRAMEWORK
Figure 3.2 As depicted in figure 3.2, customer’s loyalty intension resulted from the customer overall satisfaction with their
earlier service quality experiences. Therefore, it is testified that hospitality services are positively related to customer
satisfaction. In the present study, It is hypothesized that the customer attitude with the Information system could
have a positive influence on customer overall satisfaction with the direct sales channel and subsequently effect their
loyalty intension and in turn customer behavior such as recommended to other people, repurchasing and price
acceptance.
3.3 HYPOTHESIS
From above study, this may be hypnotized that
HO: There is a significant relationship between Information Technology, Hospitality services and Customer
satisfaction?
H1: There is no significant relationship between Information Technology, Hospitality service and Customer
Satisfaction?
Customer
Satisfaction
Information Technology
Services (ECRM, CallCenter,
SMS)
CUSTOMER
SATISFACTION
Service
quality
Hospitality Services (Product quality, Service quality, Atmosphere)
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 369
OCTOBER 2012
VOL 4, NO 6
3.4 RESEARCH DESIGN
The study adopts survey research design. The customer satisfaction depends upon the dependent or independent
variable which is described in the theoretical frame work. There are different attributes like hospitality service which
have significant impact on overall hospitality while we are focusing on the information technology variable. The
focus of this research is how fast food industry can increase the level of customer satisfaction by improving the
hospitality and information technology services. The study it to be conducted using a total of hundred (n=350)
customer out of thousands customer of the KFC Pakistan in which we included the KFC Barkat too which is one of
the highest sale outlet in Pakistan. We are focusing the regular customer of KFC while we know that daily
transactions are very high in KFC Barkat market. Our regular customer range is included 3 to 5 visit in one month. I
am adopting questionnaire method to collect data of impact of information technology & hospitality services on
customer satisfaction in the fast food industry. There is lack of secondary data availability for this research.
Therefore, Primary data will be collected from customers through Customer service agent or himself by using the
questionnaire.
These will be assessed using the 31 item scale questionnaire developed for work environment. The response format
is on a 5 point Liker format of l=strongly disagree, 2= disagree, 3=don’t know, 4= agree, and 5= strongly agree.
High scores indicate high impact of information technology & hospitality services in customer service industry.
Data collection will be through the operation team of 100 questionnaires. Permission has been given by the
operation manager and admin manager of the KFC Pakistan.
3.5 RESEARCH QUESTIONS
The aims of this study is to find out the customer satisfaction level on hospitality & Information
Technology services and tendency of customer willingness to retain using the service and recommend it to others in
relation to their satisfaction level.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 370
OCTOBER 2012
VOL 4, NO 6
Respondent Profile
Gender: Male Female
Your Accommodation: Live alone With Family With friends
Your Age: 16-19 20-25 26-35 36 and above
Your Education:
Illiterate Primary Middle
Metric Intermediate Graduation
Post Gradation Any other ___________
Profession:
Professional Business Man Student
Any other ___________
Total Household Income:
5000 or less 5,001-10,000 10,001 – 20,000
20,001 – 30,000 30,001 – 40,000 40,001 or above
Family Members:
4 or less than 4 5 - 7 8 – 10 More than 10
Contact Information:
Name _____________
Phone #_____________
Mobile #_____________
Email ID#_____________
Thank You for Your Cooperation! Muhammad Shaham Bakhat
Student of M.Phil-Management Sciences
Minhaj University, Lahore.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 371
OCTOBER 2012
VOL 4, NO 6
Parameters
Str
on
gly
Ag
ree
Ag
ree
Neith
er
ag
ree n
or
dis
ag
ree
Dis
ag
ree
Str
on
gly
Dis
ag
ree
1. Information System:
a. Newsletters for updates for customer and mailing campaigns, Social Forum,
Website are available.
b. Call Center Delivery facility is available in locality.
c. You visited any fast-food restaurants website before.
d. Wi-Fi Access is available for the customer.
e. Do you think applying E-CRM platform enhance the Brand image of fast-food
Operators.
f. Website Appearance in an E-CRM Platform is
Attractive.
g. Complain, feedback, enquiry, survey attributes are efficient in E-CRM.
h. E-CRM have Games, Music, Chat, video features are good.
i. you think limitation or development of technology affect you.
j. You like to place an order online or call center in fast food.
2. Product Quality:
a. Product is served as hot and fresh.
b. Product is tasty and flavorful as per menu.
c. Product quality and taste is same in all the Restaurant chains.
d. Product is cooked properly.
3. Service Quality:
a. The speed of order delivery is fast.
b. Customer can depend on the suggestive selling of the employee.
c. CRO respond to customer’s queries and problems patiently and politely.
d. Manager positively response to the customer complaints.
4. Atmosphere:
a. The physical facilities of the outlet are appealing.
b. The outlet does not have modern looking equipment and fixtures.
c. The employees are well dressed and groomed.
d. Overall ambiance of the outlet is appealing.
e. Menu board is easy to read and understandable.
5. Customer Satisfaction:
a. Employees are never busy to respond to the questions.
b. All product condiments like sauces, napkins, straws etc was good.
c. Employee understands customer’s language & maintain the eye contact.
d. Call Center order delivery service is available in locality.
e. Wi-Fi access speed is good and easy to configure.
f. You think that E-CRM is better than offline service.
g. Games, Music, Chat, Videos are good on Platform of E-CRM.
h. Information of Menu or promotional deal is available on the website.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 372
OCTOBER 2012
VOL 4, NO 6
3.6 RESEARCH MODEL
The researches questions of this study are based on the previous literature review in chapter 2.I develop the
conceptual model which consists on three main attributes which are linked. A modified model is developed in the
study as shown in Figure 3.6
Hos
f
Figure 3.6: Conceptual Research Model
Source: The study
The purpose of this conceptual model is to show the relationship among hospitality & information technology
service factors, customer satisfaction and customer loyalty behavior and identify the main attributes which
we will used for improvement of customer satisfaction and loyalty. This model is used in this study to test the
perceptions of the customer due to hospitality & Information technology factors. Following are the modified
model, product & service quality, call center, online accessibility are affecting overall satisfaction level which
retain the customer for willingness to continue this service and to recommend it to others.
3.7 DESIGN OF QUESTIONNAIRE
The questionnaires are prepared in simple English to facilitate the respondent for their easy reading and
interpretation. I am using the facilitator with every questionnaire for convenience of respondents. The aim of the
study is not only to collect the perception of customers but it is also exploring the effect of both services in the fast
food industry. All of them consist of four parts. Part 1 shows the information technology services while Part 2 shows
the hospitality services. The questionnaire Part 4 consists on demographics which are slightly difference in
accordance with the background of the respondents. The Part 3 show the customer satisfaction which is effected due
to Part 1 or Part 2 and it is consists on overall satisfaction of the customers. The first part of the questionnaire
focuses on the information technology services dimension---Call Center, ECRM, Webpage, Wi-Fi, which are
independent variables of this research. The second part focuses on the hospitality services—product quality, service
quality, Atmosphere which are also the independent variables of this research. The third part of the questionnaire
focuses on overall customer satisfaction which is dependent variable of this research. The forth part of questionnaire
consists of demographic data, such as gender, age, education, accommodation, family member, profession of the
respondent.From Part 1 to Part 3 of the questionnaire, as suggested by Likert scale, a 5-point rating scale ranging
from 1 to 5 is used in each item as:
1 =‖The Lowest‖ to 5=‖The Highest‖
The format of a five-level Likert item is in this questionnaire is as following
1- Strongly Disagree
2- Disagree
3- Neither Agree nor Disagree
4- Agree
5- Strongly Agree
Information
Technology
&
Hospitality
Services
Customer
Satisfaction
Customer
Loyalty
Overall
Satisfaction
Level
-Retention of
service
-Repurchase
-
Recommendation
of service
-Product & service
Quality
-Callcetnter, Online
Accessibility
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 373
OCTOBER 2012
VOL 4, NO 6
3.8 THE SAMPLE
In this study, there are four groups of respondents. The sample of population of each is
Customer group: 100 respondents by randomly selecting from existing customer base of KFC Pakistan.
Call Center agent group: 50 respondents by randomly selecting from existing Call Center agents of KFC
Pakistan.
Call Center manager group: 10 respondents by randomly selecting from existing call center supervisor,
executive and managers of KFC.
Marketer group: 10 respondents by randomly selecting from existing marketing staff of KFC.
University group: 100 respondents by randomly selecting from different universities in which students or
teachers are included.
Office staff group: 30 respondents by randomly selecting from existing Head office of KFC in which
middle or top level management is included.
3.9 DATA COLLECTION PROCEDURES
Customer group
The data was collected through face to face by using questionnaire as a measurement tool. The two
facilities were recruiting from training department for collecting data and handling the queries of customer
on support. I applied the random selection method by selecting the 100 customers who had visited in call
center in the past two months. The main purpose is to cover the survey of the customers who still have
knowledge on fast food industry performance. If the customer rejects the survey or did not complete the
survey due to any reason then we select another customer randomly again. The advantage of using
questionnaire has higher response rate than the mail or online survey. It is easier to get the data from target
population when you are using face-to-face survey.
In order to ensure all the respondents understands the content of the questionnaires and the purpose of study
is by using a very simple English and the two facilitators are also giving service to the customer if he did
not understand any question or if the customer need some more information then the facilitators provide the
information as per need of the valuable customers. Other target groups— Call center agents, managers, marketers, Universities and Office staff.
The data was collected face to face by using questionnaire as a measurement tool. The two facilities were
recruiting from training department for collecting data and handling the queries of customer on support. I
applied the randomly selection method. Researcher randomly selected 50 KFC existing Call Center agents,
10 Call center managers, 10 marketer staff of KFC Marketing Department, 100 Universities group in which
include the teaching staff or students and 30 head office staff of KFC in which include the middle or top
level management. As the respondents are the existing customers of KFC .So, they gave the accurately and
easily information which may require for data examination purpose.The facilitator’s guides the respondents
that this data will be used for academic research purpose and they did not used for commercial purpose.
They also guide the respondents that your contact information will be kept in strictly confidential.
3.10 DATA ANALYSIS METHOD
As recommended by Liker Scale model, it is easy for respondent/audience to understand the meaning of 5-
point scale method when we will present the results of the research.
We are using computer software SPSS v16.0 for examining the data which we get from different groups.
This software is used to analyses the primary data collected in this research.
3.11 LIMITATION
Only 300 numbers of samples were collected from different target groups due to limited time and
resources. Secondly, we collected the data from fast food regular customers. So, there is no need for
collecting the data from competitors of different fast food industries because we are exploring the
relationship between customer satisfaction and Information technology & Hospitality services.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 374
OCTOBER 2012
VOL 4, NO 6
As questionnaire method tool is used, if we used too many questions is questionnaire, customer may feel
bore due to time consuming. So, we used only those questions which customers have perception regarding
Information technology and Hospitality services.
4. DATA ANALYSIS AND FINDINGS
There were total 350 questionnaires distributed in six target sample groups in this research. Their
distribution and response rate are stated below:
Target Sample Group Questionnaire
Method Number of
Questionnaire
Conducted
Number of
Questionnaires
Returned
Response
Rate
Customers Face-to-Face 120 100 83.30%
Call Center Agents Face-to-Face 50 50 100%
Managers/Supervisors Face-to-Face 10 10 100%
Marketers Face-to-Face 10 10 100%
Head office Staff Face-to-Face 35 30 85.70%
University Staff Face-to-Face 125 100 80% Figure 4-0: Questionnaire distribution and response rate
The primary data of the completed questionnaires are re-coded in the 1-5 scale during input and exterminated
according to the research questions by using descriptive statics, regression and multiple regressions. The analysis
results which we received after re-coded all information which we get through questionnaires are illustrated below.
4.1 CUSTOMER SATISFACTION
The customer satisfaction level in the fast food industry can be measured by calculating the mean
scores of ―Overall Satisfaction‖, ―Information technology and hospitality services from the data
collected from the customers of fast food industry. The results are following:
CUSTOMER SATISFACTION
IT Services Hospitality Services Customer Satisfaction
N Valid 300 300 300
Missing 0 0 0
Mean 43.1200 54.0467 32.8167
Std. Deviation 6.24357 9.28792 6.21222
Figure 4-1: Customer Satisfaction Scores
The mean score of information technology services is 43.1 which show the significant impact on
customer satisfaction. It also shows that it is very difficult to ignore the influence of information
system in service quality of any fast food restaurants. The Hospitality services mean score is 54.0
which are more effective than information technology services on the customer satisfaction. The
hospitality services are directly influence the customer but impact of information technology is also
not ignorable. The combinations of both services are very important for customer satisfaction. The
customer satisfaction means score is 32.8 which also show the significant impac t on perceived
service from the fast food outlet.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 375
OCTOBER 2012
VOL 4, NO 6
4.2 RELATIONSHIPS AMONG CUSTOMERS SATISFACTION, INFORMATION
TECHNOLOGY AND HOSPITALITY SERVICES
From literature review in chapter 2, customer satisfaction and customer loyalty are closely related to
each other due to impact of Information technology and hospitality services. We are testing this
relationship in the case of fast food industry, So we conducted the correlation analysis among
―Overall Satisfaction‖, ―Information technology services ― and ―hospitality services‖ by data
collected from customers and results are as follows:
Correlations
IT Services
Hospitality
Services
Customer
Satisfaction
IT Services Pearson Correlation 1 .460** .389
**
Sig. (2-tailed) .000 .000
N 300 300 300
Hospitality Services Pearson Correlation .460** 1 .653
**
Sig. (2-tailed) .000 .000
N 300 300 300
Customer Satisfaction Pearson Correlation .389** .653
** 1
Sig. (2-tailed) .000 .000
N 300 300 300
**. Correlation is significant at the 0.01 level (2-tailed).
Figure 4-2: Correlation among customer satisfaction, Information technology services and hospitality services
In the above figure, the correlation analysis result showed the correlations are 0.8 or greater indicate
strong positive linear relationship among them. If the customer satisfaction score is high then
hospitality services and information technology services will be high too.
To further study whether customer satisfaction is reflect due to information technology services and
hospitality services in fast food industry, a regression analysis is conducted for dependent variable
with independent variables.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 376
OCTOBER 2012
VOL 4, NO 6
1) Functional relationship between “Information Technology Services” and “Overall
Satisfaction‖
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 1742.450 1 1742.450 53.004 .000a
Residual 9796.466 298 32.874
Total 11538.917 299
a. Predictors: (Constant), it_services
b. Dependent Variable: Customer_Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 16.145 2.314 6.977 .000
it_services .387 .053 .389 7.280 .000
a. Dependent Variable: Customer_Satisfaction
Figure 4-2-1 : Coefficient of Information technology services on Customer satisfaction
From the analysis result in above figure, the linear regression model is :
Customer Satisfaction = 16.145 + .387 Information technology services
In the model summary, both the Multiple R (.389) and R2 statistic(.151) with value near 1 indicate it is a good fit
model. The model as a whole is also significant with great F-statistics(53.00) and Sig.F<0.01.Moreover,the value of
each parameter is proved to be significant with t-ratio being large in absolute value and Sig. <0.01.Therefore,we are
confident that there is a positive relationship that information technology services can be expected by customer
satisfaction by the linear regression model.
Model Summary
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .389a .151 .148 5.73359
a. Predictors: (Constant), it services
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 377
OCTOBER 2012
VOL 4, NO 6
2) Functional relationship between “Hospitality Services” and “Overall Satisfaction”
Model Summary
Model R R Square Adjusted R Square
Std. Error of the
Estimate
1 .653a .426 .424 4.71305
a. Predictors: (Constant), Hospitality_services
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 4919.504 1 4919.504 221.472 .000a
Residual 6619.413 298 22.213
Total 11538.917 299
a. Predictors: (Constant), Hospitality_services
b. Dependent Variable: Customer_Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 9.213 1.609 5.725 .000
Hospitality_services .437 .029 .653 14.882 .000
a. Dependent Variable: Customer_Satisfaction
Figure 4-2-2: Coefficient of Hospitality services on Customer satisfaction
From the analysis results in above figure, The linear regression model is :
Customer Satisfaction = 9.213 + .437 Hospitality Services
In the model summary, both the multiple R(.653) and R2 statistic (.426) with value near to 1 indicate it is a good fit
model. The model as a whole is also significant with great F-statistics(221.472) and Sig.F <0.01.Besides,the value of
each parameter is ascertained to be significant with t-ratio being large in absolute value and Sig.<0.01.So,we are
confident that there is a positive relationship in hospitality services can be projected by customer satisfaction by the
linear regression model.
Both the models are helpful to the literature review in chapter 2.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 378
OCTOBER 2012
VOL 4, NO 6
4.3 HOSPITALITY & INFORMATION TECHNOLOGY ATTRIBUTES PERFORMANCE
The mean scores of each hospitality & Information system attributes given by respondents from target sample
groups showed the hospitality services perception of customer towards the customer satisfaction of fast food
industry in regard to the three dimensions suggested.
The findings are illustrated in the figure below:
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 379
OCTOBER 2012
VOL 4, NO 6
Figure 4-3 : Hospitality & Information Technology Attributes Performance
In the above figure show’s the all service attributes impact on the customer satisfaction. The mean score of one
attribute is high (4.54)Call center delivery and other attribute is Newsletter which has mean score 4.53.The product
quality is same in all other outlet of same fast food chain is also has significant impact which is 4.11.If we check the
low performance impact on the customer satisfaction then two attribute mean score is very low which are physical
facility 3.99 and other attribute is modern looking which has mean score 3.80.The remaining attributes have impact
on customer satisfaction whit in the high and low mean score of above mentioned.
4.4 HOSPITALITY & INFORMATION TECHNOLOGY SERVICES IMPACT ON OVERALL
SATISFACTION
Although the mean scores of each hospitality & information technology services attributes already pinpoint the
efficient impact on customer satisfaction. It is more significant to decide which service attributes are backing more
on customer satisfaction.
Customer satisfaction is the dependent variable while Hospitality & Information technology service is the
independent variable and we compare with the help of multiple regression analysis and results are:
SELECTION OF REGRESSION MODEL
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .660a .436 .432 4.68040
a. Predictors: (Constant), it_services, Hospitality_services
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 5032.799 2 2516.400 114.872 .000a
Residual 6506.117 297 21.906
Total 11538.917 299
a. Predictors: (Constant), it_services, Hospitality_services
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 380
OCTOBER 2012
VOL 4, NO 6
ANOVA
b
Model Sum of Squares df Mean Square F Sig.
1 Regression 5032.799 2 2516.400 114.872 .000a
Residual 6506.117 297 21.906
Total 11538.917 299
b. Dependent Variable: Customer_Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 6.282 2.053 3.060 .002
Hospitality_services .402 .033 .602 12.256 .000
it_services .111 .049 .112 2.274 .024
a. Dependent Variable: Customer_Satisfaction
Figure 4-4: Regression Model-Services attributes as independent variables
From the analysis results in above figure, The multiple regression model is :
Customer Satisfaction = 6.282 + .402 + .111 Hospitality & Information Services
In the model summary, both the multiple R(.660) and R2 statistic (.436) with value near to 1 indicate it is a good fit
model. The model as a whole is also significant with great F-statistics(114.872) and Sig.F <0.01.Besides,the value of
each parameter is ascertained to be significant with t-ratio being large in absolute value and Sig.<0.01.So,we are
confident that there is a positive relationship in hospitality & information technology services can be projected by
customer satisfaction by the multiple regression analysis model. Multiple regression models analysis are helpful to
the literature review in chapter 2.
ATTRIBUTES PERFORMANCE AND IMPACT
The multiple regression analysis with ―Overall Satisfaction‖ is the dependent variable while Hospitality &
Information system services are the independent variables collects the following result:
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .804a .646 .617 3.84629
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 381
OCTOBER 2012
VOL 4, NO 6
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .804a .646 .617 3.84629
a. Predictors: (Constant), Menue Board easy to Read, CallCenter
Delivery, Cooked Properly, WiFi Availability, Limitation of Technology,
Hot & Fresh, Website, Physical Facilities, Well Dressed & Groomed,
ECRM-Brand Image, Attributes Efficient, Newsletters, Tasty &
Flavorable, Online Order, Website Appearance-ECRM,
Game,Music,Chat,Video, Modren Looking, CRO Respond, Overall
Ambiance, Speed of Order, Quality Same, Manager Positively,
Suggestive Selling
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
95% Confidence Interval
for B
B Std. Error Beta
Lower
Bound
Upper
Bound
1 (Constant) .356 2.186 .163 .871 -3.948 4.660
Newsletters -.293 .420 -.032 -.698 .486 -1.121 .534
CallCenter Delivery .030 .080 .014 .371 .711 -.128 .188
Website .016 .331 .002 .050 .960 -.635 .668
WiFi Availability -.200 .335 -.031 -.596 .551 -.860 .460
ECRM-Brand Image .827 .377 .100 2.193 .029 .085 1.570
Website Appearance-
ECRM -.765 .388 -.101 -1.973 .049 -1.528 -.002
Attributes Efficient .506 .379 .065 1.334 .183 -.241 1.252
Game,Music,Chat,Video .531 .389 .069 1.365 .173 -.234 1.296
Limitation of
Technology .453 .387 .055 1.171 .243 -.309 1.216
Online Order .030 .379 .004 .080 .936 -.716 .776
Hot & Fresh -.637 .349 -.087 -1.823 .069 -1.325 .051
Tasty & Flavorable .963 .380 .142 2.534 .012 .215 1.710
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 382
OCTOBER 2012
VOL 4, NO 6
Quality Same -.371 .387 -.057 -.959 .338 -1.133 .390
Cooked Properly -.125 .077 -.061 -1.622 .106 -.276 .027
Speed of Order .002 .398 .000 .004 .997 -.782 .785
Suggestive Selling .960 .411 .155 2.335 .020 .151 1.769
CRO Respond 1.645 .403 .254 4.077 .000 .851 2.439
Manager Positively -1.614 .418 -.254 -3.858 .000 -2.438 -.791
Physical Facilities .698 .349 .109 2.002 .046 .012 1.384
Modren Looking 1.066 .299 .202 3.563 .000 .477 1.654
Well Dressed &
Groomed -.011 .402 -.002 -.028 .978 -.803 .781
Overall Ambiance 2.188 .435 .278 5.035 .000 1.333 3.044
Menue Board easy to
Read 1.957 .366 .259 5.352 .000 1.237 2.676
a. Dependent Variable: Customer_Satisfaction
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 383
OCTOBER 2012
VOL 4, NO 6
Figure 4-4-1 Regression Model-All Service Attributes
From the analysis results in above figure, The multiple regression model is :
Customer Satisfaction = .356 + X1+X2+X3,………Xz Hospitality & Information Services
In the model summary, both the multiple R (.804) and R2 statistic (.646) with value near to 1 indicate it is a good fit
model. The model as a whole is also significant with great F-statistics (21.912) and Sig.F <0.01. Besides, the value
of each parameter is ascertained to be significant with t-ratio being large in absolute value and each 95% confidence
interval does not include value 0 ,it can be conclude that there is a significance linear dependency of customer
satisfaction on these attributes call center delivery, newsletter, same product taste and Sig.<0.01. So, we are
confident that there is a positive relationship in hospitality & information technology services and it can be projected
by customer satisfaction by the multiple regression analysis models.
Multiple regression models analysis are helpful to the literature review in chapter 2.
4.5 DEMOGRAPHIC PROFILE
The demographic information of the respondents in customer group, call center agent group, Supervisor/manager
group, university group, Head office staff groups are display in the following charts.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 384
OCTOBER 2012
VOL 4, NO 6
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 385
OCTOBER 2012
VOL 4, NO 6
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 386
OCTOBER 2012
VOL 4, NO 6
5. RECOMMENDATIONS AND IMPLEMENTATION
5.1 SUMMARY OF QUESTIONNAIRE RESULTS
Customer satisfaction is the important goal in fast food industry. The services like information technology and
hospitality are the main attributes which reflects in overall satisfaction of the valuable customer. The analysis results
prove that Information technology and hospitality services are positively relate with customer satisfaction in the fast
food industry while customer satisfaction reflects in term of repurchasing, retention of customer and loyalty which
practically are presented by information technology and hospitality services. Meanwhile, the questionnaire results
show that maximum respondents of logical target groups think that the Information technology and hospitality
services are interconnect with customer satisfaction and they affect the customer attitude in the positive manner.
This emphasis the significance of Information technology and hospitality services to improve the customer
satisfaction while the elements are online Call Center delivery, webpages, product quality, service quality,
atmosphere in the outlets give the preference zone to the customer in the fast food industry.
According to the findings, the information technology services is not only unable to achieve the desired satisfaction
level which is the demand of the customer and it is very difficult to ignore the hospitality services. However, we
need to focus the priorities for action which affect the level of satisfaction in the fast food industry.
The multiple regression results shows the hospitality & information technology attributes which are call center
delivery, newsletters, same product taste that affecting overall satisfaction at a statistically significant level.
So, Improvement in Information technology and hospitality services attributes can enhance level of satisfaction
towards customer satisfaction and this retains the customer, enhance the re-purchasing and show up in customer
loyalty.
Concerning the hospitality and information technology services the perception in the different institute /target
groups which shows the same results that information technology and hospitality services are impacting on the level
of customer satisfaction. It proves that customer groups and other groups not have any different point of view in
understanding the importance of these attributes. In addition, the difference in perception of performance on the
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 387
OCTOBER 2012
VOL 4, NO 6
significance of service attributes will reflect the service standards gap which the customer wants and received .The
enhancement or improvement of hospitality services will significantly reflect in the level of customer satisfaction
but it is very difficult to ignore the importance of information system in the level of customer satisfaction.
The low impact attribute is’ physical facility’ which mean was 3.99. Basically, this was the question in which we
ask the customer regarding physical appearance of the outlet. The low impacts attribute which mean were 3.80
which was regarding equipment and fixtures of the outlet. The fixture is looking as per latest standard or if we
compare to other outlet furniture then our outlet furniture not look like old one. These attributes have positive
relationship with customer satisfaction. If fast food chain management focus on these low contributing attributes and
try to enhance the contribution of these attributes then it will reflects the level of customer satisfaction. Meanwhile,
the management needs to focus on main impact attributes which are contributing more in the customer satisfaction
for betterment or improvement of service quality of the fast food outlet.
5.2 RECOMMENDATIONS
Based on the above survey research, it is presented that there are four areas for fast food chain to navigate
up actions to increase its customer satisfaction level :(1) Call Center ,(2)Newsletters, mailing campaigns, Social
forum, website Updates, (3) Physical facilities of the outlet, (4)Modern looking equipment and fixtures. In this
regard, I have following recommendations for fast food chain which will maximize the satisfaction level of
customers.
Improvement of Call Center
The call center delivery attribute has high impact on the customer satisfaction if we compare to other
attributes. We improve this attribute more, and then it will definitely affect more on the level of customer
satisfaction. The average number of rings is 2 or 3 in all fast food chains if we compare in the local or international
fast food chain which is competing in the market, but our outlet call center hotline does not have any ring tone after
connection. There is 1 -2 second silence and after that Call is answered by Integrated Voice Response (IVR). It is
found that before the first menu choice, they have welcome message and after that they have existing promotional
message if we add up together, the waiting time before the first menu choice accessible is around 8-10 seconds. We
have two ways to shorten the waiting time. First, if we would simplify the welcome message of IVR.The existing
message is before operation starts in call center is ―Welcome to KFC Home Delivery Services, Our Home Delivery
Timings are 11Am to 2AM‖ and after that Promotional message is started. The customer normally listen this IVR if
they call in call center before or after operation starts. The normal IVR message is ―Thank You for Calling KFC
Customer Services, Press 1 for Placing a delivery order, and Press 2 for Order status or Press three for Order
information‖ which customer listens in the process of home delivery of any product. It can be shorten to ―Welcome
to KFC Home Delivery Services‖ and call transfer to agent for taking a home delivery order. Secondly, Promotional
message can be put as another menu choice later for customer selection rather than putting in the first message of
IVR.
Average Speed of answer (ASA) means the total time in queue divided by the total number of calls answered by the
agents in the call center. Average Speed of answer is a common service level measurement in queue time. The
―Office of the Telecommunications Authority ‖(OFTA) is commonly used Average Speed of Answer standard is
one where not more than 20% calls wait for more than 30 seconds before reaching a call center operator. Fast food
chain needs to achieve this standard for incoming calls, wait less than 30 seconds before reaching a call center
operator. The management need to focus on ASA performance in detail by daily basis and related to operation
efficiencies.
Average speed of answer performance develop the operation efficiencies of average queue time, average talk time,
average handle time and average hold time. The holding time is also one element which has negative effect on the
customer. So, the fast food chain needs to minimize the holding time during operation or during taking a home
delivery call from the customers. Long hold time can point out that call center agent do not have information
regarding the matter which is demanding by the customers. For example, Customer wants to submit his complain
regarding products then agent not have proper information how to handle this product related complain. The fast
food chain have separate Customer service department which is located at another building. The agent guides the
customer that Please call this number for submitting the complaint regarding product or other things. The best
practice is that if they shift the customer service department in call center which can effect positively on the
customer. The reduction in holding time will be started. Secondly, the information is not integrated. Some
information is organized by procedures and is listed in proper way while other information is available in the form
of questions and answers which makes the search of information more difficult. The holding time increase due to
this effect. The management needs to make centralize procedure of call center and all information would be
available in one common way which will be helpful for the agents for minimizing the holding time.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 388
OCTOBER 2012
VOL 4, NO 6
Newsletters, Mailing Campaigns, Social Forum, Website for Updates
The newsletter Update attribute has high impact on the customer satisfaction if we compare it with other attributes.
We improve this attribute more definitely; it will affect more on the level of customer satisfaction. Search engine
optimizer (SEO) is the key position in the online marketing in which they use this tool for publishing any product or
brand in the national level or international level. They talk on different social media forums regarding any product or
promotion. They discuss the different thing which creates the awareness of the product in the customer’s mind. The
different firms have post of SEO because now world is rapidly going on the online marketing. People like to discuss
on Facebook, twitter or YouTube regarding any new things. The marketers now focus on online social media rather
than traditional marketing. The webpage of fast food chain is attractive if we compare to other fast food chain in
locality but management needs to enhance webpage more like online home delivery service, home delivery order
through email or SMS.The management needs to systemized the complaint handling system like real time complain
handing through online system, E-CRM, telephone or on spot call like hotline.
The page rank checker tools are available on the internet which gives the overview of webmaster regarding ranking
of webpage. The fast food chain needs to improve more his webpage .The online complain form, online delivery
form, online interesting gift paid quizzes are the add-on features which make more attractive webpage. If the
interaction of customer increases in fast food chain due to add on website, then, it will reflect in the end like
increasing the level of customer satisfaction. The customer feels good if he founds easily new promotions of any
product or launching of new product information on the internet.
Some firms also share the information of profit & loss of the firm or some firms also share the contact information
of Director’s for convenience of the valuable customers. These are the different techniques which are using by
multiple firms for getting trust of the customers. The main element in this attribute is that to facilitate the customer
which influences the satisfaction level of the customers. The newsletter name was ―InFocus‖ which is using in the
fast food chain needs more improvement because they are highlighting only internal employees in this newsletter.
Furthermore, if the fast food chain involve the regular customers then it will affect more in the valued customers
market.
Physical Facility & Up-to-date Fixture
The physical facility & modern looking fitting attributes have low impact on the customer satisfaction if we compare
it with other attributes. If, we improve these attributes definitely; it will affect more on the level of customer
satisfaction. The equipment’s, interiors, furniture and fixtures, signage’s, menu boards are included in these
attributes. The furniture of restaurants would be up to date if we compare it with the other fast food outlets in the
market. The management needs to improve these attributes which positively affect the customer it will gradually
improve the satisfaction level of the customer. There are different international standards available for furniture and
fixtures as per restaurant needs like American Standard of fixtures. The basic and foremost thing which attracts the
customer is the theme which demonstrates the food and its quality automatically in the mind of customer. Like KFC
the theme is of its historical background that how the crispy chicken introduced and what type of recepy KFC is
using. The cool and pleasant environment produced by the ACs gives a customer much more relaxation that he will
enjoy its food in a great atmosphere. Customer satisfaction can be highly achieved by the surroundings and the
facilities which we can give them through ACs, Equipment, well decorated interiors, signage’s, menus etc. Up-to-
date fixture means that the sitting sofas or chairs were up to the customer standards and also very much comfortable
so that the customers enjoys the whole atmosphere and it will increase his satisfaction level too. And this is one of
the factors which can be very helpful in retaining the customer. The music plays also a vital role in the relaxation of
the customer and also gets the attraction as well as high level of satisfaction.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 389
OCTOBER 2012
VOL 4, NO 6
References
Goh Ling Shing,Carolyn Koh,Robert J. Nathan, ―Service Quality Dimensions and Tourist Satisfaction towards
Melaka Hotels‖,2012.
Arash Fartash,Nazanin Nassir Gharechedaghi,‖Evaluating the Effect of Contact Center on Customer Satisfaction in
Iran Khodro Company‖,2012.
Ibrahim Ali,Aw Yoke Cheng,and Chuah Shee Hoong,‖An Exploratory Study on the Web-based Customer
Relationship Management in the Fast-food Industry in Malaysia‖,2011.
Chan Wing SZE ―An Examination of Call Center Service Quality and Customer Satisfaction‖,2011.
Divya S.Singh & Hui-Wen Shih―A Study of relationships among service performance ,customer satisfaction and
behavioral loyalty‖.2011.
D. Ribbink, A. C .R. Riel, V. Lilijander, and S. Streukens, ―Comfort your online customer: quality, trust and loyalty
on the internet,‖ Managing Service Quality Journal, vol. 14 no. 6, pp.446-456, 2004.
.Kivela,J.,Reece,J.,and Inbakaran,R.1999. Consumer research in the restaurant environment.Part2: Research design
and analytical methods. International Journal of Contemporary Hospitality Management,11,269-286
Ronald H. Ballou. Logistics Management [M]. Beijing: Mechanical Industry Press, 1998.
Chechi jen. Computer network [M]. Beijing: Electronic Industry Press, 2002.
Shi Ji-min. Software Engineering principles, methods and applications [M]. Beijing: HigherEducationPress,1998
Zhang Yi, enterprise resource planning [M]. Beijing: Electronic Industry Press, 2002.
XUE Hua-cheng, management information systems. Third edition of the [M].
Beijing:TsinghuaUniversityPress,1999
Zhanghai Fan, Introduction to Software Engineering. Third edition of the [M].
Beijing:TsinghuaUniversityPress,2001
Qiu Wu, management information systems [M]. Beijing: China Statistics Press, 1995
Bourne M, Mills J, Wilcox M, Neely A, Platts K (2000) Designing, implementing and updating performance
measurement systems. Int J Oper Prod Manag 20(7):754–771
Eriksson M, Niitamo V, Kulkki S, Hribernik KA (2007) Living labs as a multi-contextual R&D methodology.
Proceedings of the13th ICE conference on concurrent (collaborative) innovation, Sophia-Antipolis, France 4–6 June
Fosso Wamba S, Lefebvre LA, Bendavid Y, Lefebvre E (2007) Exploring the impact of RFID technology and the
EPC network on mobile B2B eCommerce: a case study in the retail industry. Int J Prod Econ 112(2):614–629
Aldrich, H.E. Organizations Evolving. London: Sage, 2000.
Aldrich, H.E., and Auster, E.R. Even dwarfs started small: Liabilities of age and size and their strategic implications.
In B.M. Staw and L.L. Cummings (eds.), Research in Organiza- tional Behavior. Greenwich, CT: JAI Press, 1986,
pp. 165-198.
Alpar, P., and Kim, M. A microeconomic approach to the measurement of information technology value. Journal of
Management Information Systems, 7, 3 (Winter 1990-91), 264-269.
Amit, R., and Schoemaker, P.J.H. Strategic assets and organizational rent. Strategic Management Journal, 14, 1
(1993), 33-46.
Anderson, E.; Day, E.; and Rangan V. Strategic channel design. Sloan Management Review, 38, 4 (Summer 1997),
59-69.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2012 Institute of Interdisciplinary Business Research 390
OCTOBER 2012
VOL 4, NO 6
Applegate, L.M., and Collura, M. Building E-Businesses. Boston: Harvard Business School Press, 2000.
Applegate, L.M.; McFarlan, F.W.; and McKenney, J.L. Corporate Information Systems Management, 5th ed. New
York: Irwin, 1999.
Armstrong, C.P., and Sambamurthy, V. Information technology assimilation in firms: The influence of senior
leadership and it infrastructures. Information Systems Research, 10, 4 (December 1999), 304-327.
Bakos, J.Y., and Treacy, M.D. Information technology and corporate strategy: A research perspective. MIS
Quarterly, 10, 2 (June 1986), 107-119.
Banker, R.D., and Kauffman, R.J. Strategic contributions of information technology: An empirical study of ATM
networks. In J.I. DeGross and M.H. Olson (eds.), Proceedings of the Ninth International Conference on Information
Systems. Atlanta: Association for Information Systems, 1988, pp. 141-150.
Banker, R.D.; Kauffman, R.J.; and Morey, R.C. Measuring gains in operational effi- ciency from information
technology: A study of the position deployment at Hardee's Inc. Jour- nal of Management Information Systems, 7, 2
(Fall 1990), 29-54.
Barney, J.B. Types of competition and the theory or strategy: Toward an integrative framework. Academy of
Management Review, 11, 4 (1986), 791-800.
Barney, J.B. Firm resources and sustained competitive advantage. Journal of Manage- ment, 17, 1 (1991), 99-120.
Barua, A.; Kriebel, C.H.; and Mukhopadhyay, T. Information technologies and business value: An analysis and
empirical investigation. Information Systems Research, 6, 1 (March 1995), 3-23.
Benbasat, I.; Dexter, A.S.; and Mantha, R.W. Impact of organizational maturity on infor- mation systems skills
needs. MIS Quarterly, 4, 1 (March 1990), 21-34.
Christina G. Chi, Dogan Gursoy.Employee satisfaction, customer satisfaction, and financial performance: An
empirical examination. International Journal of Hospitality Management, Volume 28,Issue2,June2009,Pages245-253