Questionnaire is designed to survey China Royal’s customers. The questionnaire design of this research included three sections (Su, 2009). The first section gathered customers' information, such as gender, age, occupation, culture and so on. The second section gathered information about customer satisfaction of Royal China, and the last section collected the information about loyalty and behavioural intention of customer (Zeithml et al., 1996). And this research is sampled by respondents’ age, gender, culture and occupation. Charts are used to present the results of the survey.

In-depth qualitative analyses of the interview with Mr. Lin, comments collected from the questionnaire, answers to the open-ended questions in the questionnaires will be conducted in the following parts. Business operational problems will be detected from Mr. Lin’s description and customers’ behavioural intention. Detecting these problems aids in the adjustment of the management of the restaurant and enhancement of the quality of customer service of the restaurant.

Quantitative analyses using tools such as charts and statistics in the following parts provide insights derived from the satisfaction scores collected from the questionnaires. These analyses help in understanding customers’ psychology and also provide evidence for the segmentation of the customers which plays a vital role in customer relationship management.

2. Results

From the interview with Mr. Lin, some basic operational information about Royal China was recorded. The menus has stayed the same for a while which makes some customers turning to Royal China’s competitors in the Crewe area because these customers desire for new dishes. From the conversation with Mr. Lin, Royal China also has problems keeping its employees. The turnover rate is very high in the take-away, and the high turnover rate has brought negative results to Royal China’s operation.

Totally 500 questionnaires were sent out and 229 respondents completed the designed questionnaire clearly. The summary of the sample is shown in the following diagram.

 

 

 

 

Diagram 1 Respondents’ distribution according to Gender, Age, Culture and Occupation.

Male and female customers separately cover almost half of the surveyed sample. The percentage of respondents in the age range of 30-39 and age range of 20-29 is 61%, covering more than half of the sample. European residents are the main source of Royal China’s customers, with Chinese taking the second position. White-collar workers enjoy the convenience of take-away food the most and Blue collar workers also take large proportion.

The following set of diagrams summarizes the scores of different aspects of Royal China in the opinion of its customers.

  

 

  

   

 

   

Diagram 2 Customers Ratings of Royal China

From the diagram above, respondents give highly positive results for food taste, with most of the scores in 4 and 5. For food variety, respondents who give scores less than 3 (neutral) cover 54% of the surveyed sample, which is more than half of the respondents. The majority of the respondents are satisfied with Royal China’s food price. Again respondents who give scores less than 3 (neutral) cover 64% percent of the surveyed sample. Score distributions for delivery speed and delivery fee are very similar to each other, both of which indicate above-average satisfaction. The delivery man gets negative scores as the phone operator does. Overall score is neutral which indicates room for improvement.

Too many variable combinations are involved in the results; therefore, it will take too much work to enumerate all the combinations of the variable combinations. Only some interesting findings are listed below.