Exploring the factors affecting customers’satisfaction of Rangoon Tea House | |
| Author | Ei Yu Par Maung |
| Call Number | AIT Proj. no.SM-21-08 |
| Subject(s) | Customer satifaction Customer services--Management Restaurant management--Myanmar |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | With over 50 million consumers, Myanmar’s market has been regarded as an attractive market for restaurant business owners (Oxford Business Group, 2017). One of the well-known restaurants in Myanmar’s restaurant industry is the Rangoon Tea House. It has a unique concept of the modernized teashop and is even remarked as the ‘must visit place’ in town among foreigners sometimes (Yu Wai, 2019). The rationale of this research was that although many studies had been made to understand the factors that have an impact on the customer's satisfaction and customer relationships, there has only been a few types of researches done based on Myanmar’s restaurant industry. Therefore, the purpose of this research was to examine how RTH’s operations are designed around customers’ satisfaction and to evaluate how RTH has successfully built core elements of consumers’ relationships such as customer loyalty and repurchase intention. According to the literature reviews, the most important determinants related to customer satisfaction include tangible and intangible experience attributes, service quality, and ambiance, or the environment of the restaurant. To explore the attributes that were identified in the literature reviews, qualitative research method was applied. Reviews and comments made by customers who had visited the RTH at least once were collected and put under the manually constructed codes to fulfill the research’s objectives. The findings have revealed that RTH focuses on its ambiance and food quality as their differentiation factors to create customer satisfaction. It has also been found out that satisfied customers have visited RTH more than once or at least have expressed their desires to revisit RTH, proving that customer loyalty can only be achieved through customer satisfaction. Moreover, the data suggests RTH to improve its service quality in order to maintain the existing customers and reduce the negative reviews which were surprisingly found often in the data collected, indicating the importance of the intangible attributes of service qualities in influencing the customers’ purchase decisions. |
| Year | 2021 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K.; |
| Examination Committee(s) | Tocquer, Gerard;Zimmermann, Willi; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2021 |