Consumer's behavior and satisfaction towards the service of sizzler

Abstract

The objectives of this study were: 1) to study consumer behavior towards Sizzler and 2) to study customer satisfaction towards Sizzler’s service quality. The 368 participants were the customers of Sizzler (Siam Square One branch). We used Purposive Sampling to select individuals and a questionnaire using a Likert scale was created as a tool. To analyze the sets of data, Descriptive Statistics consist of Frequency Distribution, Percentage, Mean, and Standard Deviation was used to describe the data. We collected the data in March and April 2016. 368 questionnaires which were calculated to be 100% were got back from the participants. The results reviewed that most participants were students aged 20-30 years old. T heir a verage i ncomes p er m onth w ere l ess t han 1 0,000 b aht. T hey w ent to Sizzler with friends. Moreover, the top reasons they went to eat at Sizzler were Sizzler provides foods they want to eat, followed by interesting promotion, and location of the restaurant. Most participants went to Sizzler around 12-2 PM. Internet was the source most participants got the information from. The most popular main dish among the participants was chicken steak, followed by pork steak, and sea food. The most popular Salad Bar menu was mixed salad, followed by soup, and fruits. We also found that the consumer satisfaction towards food got around 4.12 out of 5. In addition, according to the data, the main dish got 4.16, followed by Salad bar menu which got 4.1. Moreover, consumer satisfaction towards service quality also got high rate which was 4.08. When we considered in details, it is found that the factor participants were satisfied most was the restaurant and its area nearby are clean, tidy, and uncrowded, followed by staff wear clean and modest uniforms, and utensils are provided to use conveniently. These three factors got 4.17, 4.26, and 4.17 respectively.