CHAPTER 5
CONCLUSION AND RECOMMENDATION
Frist, this study tested the model of customer satisfaction toward 30
Kanya NOMSOT Business. The results show that business owners should
focus more on these four factors of service quality, Food and Beverage,
Environmental factors and price if they think customer satisfaction as part
of their marketing strategy yet among all these four variables they should
take service quality as the most important tool of customer satisfaction.
Second, based on the regression coefficients, the beta value for
services satisfaction is very low. Initially it looks surprising but in modern
and high growing milk shop business, it is not as much important tool to
differentiate the positioning on basis of quality as it is presumed by
customers that all restaurants of almost equal levels are giving same
service quality. So, the point of differentiation is not service quality only
but including other factors also.
Finally, I conclude that, majority of the customers are satisfied with
the environmental factors because environmental good, Interior decoration
modern and beautiful. Including delicious food and beverage quality.
Some customer not satisfied with the service because there are many
customers render service incomplete. Therefore if slight modification in
the service or the staffing increase would make services more quickly.
Future research
To explain customer satisfaction in a better way, it is important to
look at additional factors or seek better measures of milk shop (Divide the
dimension or variables of construct into all possible elements). Moreover,
quality and brand Image plays a dominant role. Milk shop and milk
products move in the market due to its quality and brand. Therefore it
should maintain the same. Finally, should development service. With an
emphasis on flavor, taste and consumer products to suit customers' tastes
are constantly promote business.