CHAPTER 1: INTRODUCTION AND RESEARCH

METHODOLOGY

1.1

INTRODUCTION

1.1.1

GENERAL INTRODUCTION

Sujata veg treat was established in the year 1935 by late Vovoya Shetty it is situated in Dadar
(west) Mumbai at Gokhale Rd. & Ranade Rd. junction. With more than 80 years of providing
delicious food it is a well know eatery place in Dadar .It is a pure vegetarian South Indian
restaurant and comes under casual dining restaurant .The cuisines that they provide include
South Indian, Chinese and North Indian food it is very much know for its South Indian food and
Biryani. The USP of the restaurant is good quality and quantity food provided at pocket friendly
price it also provides home delivery

1.2

RESEARCH METHODOLOGY.
1.2.1

PURPOSE OF RESEARCH

The purpose of this research is to find the service quality gap of Sujata veg treat with the help of
GAP model and to find out the expected and perceived service of the customers related to the
restaurant. How can better service be provided to the customers and address their issues also to
see how the restaurant fares compare to its competitors
1.2.2

OBJECTIVES OF THE RESEARCH

The main objectives of the research are:

1.
2.
3.
4.
5.

To understand customer mindset

To identify the service quality gap
To identify the gap between the expected and perceived services
To provide better service to the customers
To compare with the competitors
1.2.3

RESEARCH DESIGN

Every project requires an action plan and method for conducting a study. My project is
more prone to questionnaire and interview method as all my findings are based on
customer perception and expectation and only includes primary data. It basically includes
the service quality gap in Sujata veg treat restaurant
1.2.4
DATA COLLECTION
After listing down the methods to study and the activities to be done to complete
my project, I started with the implementation of the activities. This project is
based on primary data. The first aspect that was to be carried out was to read
books

Reading Books
This was an important aspect of my project as it was necessary for me to
get an insight and understand what service quality gap & GAP model
meant as well as get a better understanding of customer mindset

Websites
After knowing about the theoretical aspect it was necessary for me to
understand its implementation to get the results. I gained various types of
information about how the models can be used to find the service gap. I
also discovered how various other restaurants falling in the similar
category in terms of service provided run in the market by visiting their
websites and various other links to collect the information.

INTERVIEWS
For this research I prepared a questionnaire so that the customers could
answer various question regarding the restaurant ranging for quality of and
services provided to the customer to what improvements can be brought in
to provide better services basically to understand what the customer is
looking forward to a sample size of 100 customers were taken into
consideration along with reviews from various sites

1.2.5
RESEARCH INSTRUMENT
Interview and Survey type method was used. I interviewed close to 100 customers
who visited the restaurant along with that reviews from various review sites were
also taken into consideration for example zomato and mouth shut.com
1.2.6

ASSUMPTIONS

This research realized to validity and reliability of research therefore the assumptions
were made for this study is as follows:

This study is conducted on assuming that on standard and sufficient service

level, customers are experiencing in unsatisfactory respecting to some service

quality provided at Sujata veg treat restaurant

Respondents used for this study are truthful
Respondents view effect the reality they experienced
The data obtained and data analyzed are only appropriate and valid for
research design in this study

1.2.7

RESEARCH LIMITATIONS
This study is limited with short period of time
In this study examines study only one specific area that is Dadar to
represent the overall perceptions of customers at Sujata veg treat

restaurant
Also, this research is limited only to Sujata veg treat restaurant. It
may imply that the result of this study cannot be applied to other
restaurant

1.How often do customers visit this restaurent

first time

once a week

once a month

once in in six months

20%
30%

30%
20%

The above doughnut chart shows the how frequent do the customers visit the restaurant the first
time visitors and monthly visitors are equally divided with 30 percent each where as customer
that visit once in a week and every six months are equally divided at 20 percent each respectively

2.Was the food served hot and fresh?

NO; 17%

YES; 83%

The above pie diagram gives you the percentage of for the food served hot and fresh and the ratio
turned out to be 70 and 30 percent respectively there were complaints regarding the food not
being fresh

3.Time taken for the order to arrive

5 min
more then 15 min
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

10 min

15 min

The area chart explains how long does it take for the customers to receive the order with speed
being one of the USPs of the restaurant majority of time taken for a order to be served took close
to 15 min which is very decent one of the issues that the restaurant faces is the waiting time with
the size of restaurant not being very big it faces problems specially during weekends in providing
table to the customers

4.Rating on the scale of 0-5 interms of hygiene & cleanliness

40
30

8
10

The column graph explain the hygiene and cleanliness level in the restaurant and it fared well
with customers rating it 3.5 out of 5 with hygiene and cleanliness playing a very important role
in the hospitality sector

5.Rating on the scale of 0-5 interms of taste & quality of the food
35
30
25
20
15
10
5
0

The graph explains the taste and quality of food provided in the restaurant with an
average of 3.5 rated by the customers with taste and quality being the most
important aspect of food but there were certain common issues that the customers
addressed like the taste of the Punjabi cuisine tasted similar to each other the food
tasted bland at times

6.Rating on the scale of 0-5 interms of value for money

45
40
35
30
25
20
15
10
5
0
0

One of the main USPs of the restaurant has always been value for money with good quality and
quantity provided at a very good price the customers rated on an average 4 out of 5 when in
came to value for money which was really good

7.The ambience of the restaurent

Bad

Satisfactory

Good

10% 10%
20%

60%

Excellent

The ambience of the restaurant did not score very high with customer choosing satisfactory as
the best option there common complaints of the customers were that air conditioners werent
working well

8.Rating on the scale of 0-5 interms of quality of service provided to the customers
40
35
30
25
20
15
10
5
0
0

The graph explained about the ratings that the customers gave in terms of the quality of the
service provided to the customer with an average of 3 out of 5

9.Classification interms of the behaviour of the staff in the restaurent

Bad Satisfactory Good Excellent

17%

15%

15%
53%

The above doughnut diagram explained about the behavior and the service provide
by the staff of the restaurant with maximum rating going to satisfactory there were
complaints by the customers saying that the staff is rude at times or do not provide
great service

10.Rating of the restroom on the scale of 0-5

35
25
15

15

10
4

5
5

The rating of the restroom facility was below par with 1 getting the highest on the scale of 0-5
the restroom facility is one of the aspects which will be required to be looked into there was this
common complaint by the customers that there were no mirrors around

11.Rate the overall experiences of the service provided

Bad; 10%

Excellent; 40%

Satisfactory; 20%

Good; 30%

The above doughnut graph explained the views of the customers in terms of overall experiences
of the services provided in the restaurant with the largest share going to excellent with 40 percent
and least going to bad which is 10 percent respectively

12. Comments on the previous visit to the restaurant?

The overall comments included that not a lot has changed over the years with the service being
as it has been but there were few complaints stating that the taste and quality of food had
deteriorated and some of the food tasted bland
13. The food variety which should be included in the menu?
The customer work looking for more fast food options like burgers and pizzas as well as increase
in the number of appetizers which should be served
14.Compare to other south Indian restaurants like Rama Naik Ram Krishna and madras cafe
what difference did they find in Sujata veg treat?
The customer felt that the taste of the food and pricing were somewhat similar although Sujata
veg treat is very famous in the Dadar locality its presence is not felt around the city with
advertising being one of the reasons
15.Any kind of changes or improvement that the customers would like us to make?
These are the following problems faced by the customers and which they feel require
improvement

The taste of the Punjabi cuisine is not up to the mark

The gravy taste very similar to each other and bland at times
The air conditioner doesnt providing cooling
The waiters are rude at times
The ambiance is very decent and is required to pep up a bit
There has to be better handling of crowd (customers) during waiting time
The restroom facility is required to be upgraded along with providing a mirror
Number of appetizers on the menu are required to be increased