Ali Alobaidi
Effective strategies
for optimizing the
services marketing of Shahrazad
restaurant OY
Master’s thesis
Degree programme in International Business Management
2018
Author (authors)
Degree
Time
Ali Alobaidi
Master of Business
Administration
May 2018
Thesis title
Effective strategies for optimizing the services marking of
Shahrazad restaurant OY
87 pages
10 pages
of appendices
Commissioned By
Shahrazad Oy
Supervisor
Satu Peltola, Principal Lecturer, Dr. Sc. (eco)
Abstract
The main purpose of this study was to give the sponsor company and other potential startups
possibilities to determine the main factors that affect the performance of service quality in the food
industry field. One intent was to understand in-depth knowledge of customers
’ satisfaction from
the current services quality of Shahrazad restaurant. It important to identify the key elements of
internal and external marketing services of the company in order to improve the perceived service
quality and minimize the main causes of the gap between customers
’
perception and expectation
of service quality which reflects considerable on the customer loyalty, customer satisfaction, and
increasing profitability.
The empirical study was executed based on data collected from the single case study to answer
the phenomenon under the chosen case. The data collection was implemented on mixed methods
through quantitative and qualitative methods of this study. The qualitative method has
conducted
with management and employees through employing semi-structured interview in order to gain
the holistic views and explanation of what the outcomes from operational
processes and HRM
specification to deliver high service quality. Meanwhile, the quantitative has been gathering from
non-probability and convenience samples of the questionnaire customers in order
to comprehend
the customers’ perspective toward their perception and expectation of the service quality in the
Shahrazad restaurant.
The analysis of the results and conclusion of the quantitative approach measured service quality
through using the SERVQUAL instrument to recognize the gap between what customers
experience and expect. The analyzing data of interviews has been revealed the interpretation of
management and staffs according to results of operational process and the quality standard of the
current services.
To conclusions, this thesis provided demonstrative views of customer
s’ perceptions (satisfaction)
and expectations of service quality in Shahrazad restaurant and it enables the commissionaire to
estimate the gap between service providers and end customers through utilizing from SERVQUAL
model in order to ensure customer satisfaction.