Different customer groups have different needs and expectation for a business (Brink & Berndt, 2009), so Royal China should spend some time researching their customers to maintain a close and harmonious relationship with different customers to avoid customer loss.

4. Conclusion

The question of to what extent Chinese take-away Royal China can improve its customer service for existing customers can be answer with attempts. 

First, since the majority of the customers like Royal China’s food and some of them order at least once per week from Royal China, if Royal China can improve its menu and provide more options for its customers, these existing customers are willing to order more often because of the great taste of the food prepared by the great chef. 

Second, if Royal can improve its employee management and train the staff in oral English and some basic social graces, the complaints about customer service will be hugely reduced. Royal China can also establish a reward and punishment system to decrease the number of occasional accidents like forgetting providing napkins, forks and spoons or delivering to the wrong address or delivering the wrong items.

Third, Royal China should spend some time doing some customer survey or research to ensure the customers’ satisfaction about their services and make the customers feel the restaurant does care about their feelings and suggestions, which helps increase trust between customers and restaurant and maintain strong bilateral relationship.

From all the above, the major disadvantage of Royal China is its customer service and the problems are not hard to solve. If Royal China makes up its mind to improve its customer service, they will make great progress in retaining existing customers. Then with the good reputation after the improvement, Royal China’s competitiveness will be largely increased so that its ability to attract new customers will be increased too. Royal China is expected to stand firm in the Chinese take-away industry in Crewe after the improvement of its customer service.

5. Project Review

At the beginning of the project, the question of to what extent Chinese take-away Royal China can improve its customer service for existing customers was raised. To answer this question, interview with the restaurant owner was conducted. Through the interview with Mr. Lin, problems in the daily operation of the restaurant were known such as the high turnover rate of the restaurant, invariableness of the restaurant menu, and high competition in the Chinese take-away industry in the Crewe area. 

After thorough understanding of the status of Royal China, questionnaire is designed to learn about its customers’ opinion about the business. The customers’ loyalties were tested and their suggestion and complaints were taken through the investigation. One problem with this process is the design of the questionnaire. One important question of “Are you willing to reorder from Royal China and recommend Royal China to your relatives and friends if all the customer service problems are solved” was omitted. If this question were included, the conclusion would be more confident.

And the sampling process may be another procedure that can contain some uncertainty (Ishtiaq, 2011). The sample may be biased due to random sampling. The customer groups may not be representative due to limited numbers in that group. 

After the investigation with customers, data analysis was conducted to find out interesting information which may be critical to improve Royal China’s daily operation. Complaints about Royal China’s customer service in some aspects like menu and employees were common in the questionnaires which urged some action to be taken by the restaurant owner. Data analysis was interesting, but because of the limited time and length of the report, some results may not be included in this report. Further analysis still can be done to fulfil personal or organizational interest.