Conclusion

Upon the completion of the research, I found out that most of the respondents can be considered as Subway’s loyal customers as they always visit the outlet.  In contrast, there are just a few respondents who seldom visit the outlet. Such situation shows that majority of the customers have positive impression towards Subway KL Festival City Mall and are willing to keep visiting the outlet.

From the customer satisfaction question, I found out that most of the respondents satisfy with the taste of Subway’s food especially its Italian B.M.T, Tuna and Meatball Marinara subs. So, this means that the food matches customers’ tastes and preferences. For menu’s choices, most of them also satisfy with it because the outlet provides width range of bread choices, salads and sides. Besides, the outlet is very strong in its service speed and it is vital for this make-to-order restaurant. In addition, majority of the respondents also satisfied with the staff’s friendliness and store appearance. These mean that many customers feel that the way of serving is polite enough and the design of this outlet brings comfort and relax environment. However, the responses toward price are not ideal. This indicates that the prices are set too high and it brings burden for many customers. Thus, in order to increase customer satisfaction level in this aspect and to retain loyal customers, it is suggested to make readjustment of prices.

From the result of likeness to visit again, it shows that most of the customers would like to visit the outlet again in the future. Meanwhile, for the likeness to recommend to others, majority of the customers would like to recommend the outlet to family, friends, colleagues and those who they know.  

In a nutshell, in terms of average, the level of customer satisfaction towards Subway KL Festival City Mall is considered as high. This means that this Subway outlet does well in the business by understanding customers’ needs and wants instead of just care about the profit.   

Blog address : http://subway92.blogspot.com

Research Analysis

The bar charts below show the results of my research which were obtained from 20 respondents.

Chart 1 :

Table 1 :

Frequency of visiting Subway KL Festival City Mall	Average Number
The first time	0.15
Less than once per month	0.10
Once per month	0.05
Two to four times per month	0.25
More than four times per month	0.45

Chart 1 shows the frequency of visiting Subway KL Festival City Mall by 20 respondents. From the chart, we can see that there are 3 out of 20 respondents who visited this Subway outlet for the first time. Besides, there are 2 respondents and 1 respondent who visit the outlet less than once per month and once per month respectively. For the visit of two to four times per month, there are 5 respondents in total. The rest of the respondents which means 9 of them are loyal customers since they visit the outlet more than four times per month.

Chart 2 :

Table 2 :

Aspects	Average Number
	Very Dissatisfied	Dissatisfied	Neutral	Satisfied	Very Satisfied
Taste of The Food	0.00	0.00	0.15	0.60	0.25
Choices in Menu	0.00	0.05	0.25	0.55	0.15
Price	0.20	0.45	0.25	0.10	0.00
Speed of Service	0.00	0.00	0.05	0.40	0.55
Friendliness of Staff	0.00	0.05	0.40	0.45	0.10
Store Appearance	0.00	0.05	0.30	0.60	0.05

Chart 2 shows the customer satisfaction level towards Subway KL Festival City Mall in several aspects. For taste of the food, 3 out of 20 respondents commented neutral, 12 and 5 respondents chose satisfied and very satisfied respectively. For choices in menu, 5 respondents commented neutral while 11 and 3 respondents think that it is satisfied and very satisfied respectively. There is just one respondent dissatisfied with it. Besides, for price, the responses are more to the negative side. There are 4 out of 20 respondents who are very dissatisfied with it. Meanwhile, 9 respondents chose dissatisfied. There are just 5 and 2 respondents who chose neutral and satisfied respectively. Furthermore, for the speed of service, there is one respondent chose neutral only while 8 respondents are satisfied with it. The rest of the respondents feel very satisfied with the service speed. In addition, for staff’s friendliness, one respondent is dissatisfied with it. However, there are 9 and 2 respondents who chose satisfied and very satisfied respectively. The rest 8 respondents just commented neutral to it. Lastly, for store appearance, there is only one respondent did not satisfy with it. However, a total of 12 respondents are satisfied with it. Meanwhile, there is one respondent who is very satisfied with it. The rest 6 respondents gave neutral comments. 

Chart 3 :

Table 3 :

Likeness to Visit Again	Average Number
Very unlikely	0.05
Unlikely	0.05
Neutral	0.20
Likely	0.50
Very likely	0.20

Chart 3 shows the likeness of respondents to visit Subway KL Festival City Mall again. From the chart above, we can see that there is only one respondent who is very unlikely to visit the outlet again. The same number of respondent falls to unlikely category. Besides, 4 out of 20 respondents chose neutral which indicates that their likeness for next visit depends on situation. In the other hand, for those who are likely and very likely to have next visit to the outlet, there are 10 and 4 respondents respectively. 

Chart 4 :

Table 4 :

Likeness to Recommend to Others	Average Number
Very unlikely	0.05
Unlikely	0.05
Neutral	0.35
Likely	0.55
Very likely	0.00

Chart 4 shows the likeness of respondents to recommend Subway KL Festival City Mall to others. From the chart, for very unlikely and unlikely categories, there is only one respondent for each category. Meanwhile, there are 7 respondents in total who commented neutral. The rest of the respondents are likely to recommend the outlet to others such as family, friends and colleagues.

Research Process

Today, I reached Subway KL Festival City Mall at 3.10pm. Before I carried out my research, I went to the counter and asked for permission from the outlet’s manager as this is the basic respect that we should show. Apart from telling her my purpose of conducting research at the outlet, I also gave her the letter of interview which was issued by our course lecturer, Prof. Ong. Luckily, I met with a kind and helpful manager. Without further hesitation, she allowed me to carry out my survey at there. In addition, she did not set any rules and regulations toward me while conducting my survey.

Once obtaining permission from the outlet manager, I straight went to find a seat and started to make preparation for my research. After that, I began to distribute the questionnaires to 20 customers who visited and dined-in at the outlet. This time, I was lucky too because the 20 selected customers were willing to cooperate with me by answering the questionnaires. Due to the continuous arriving of new customers to the outlet, the entire research process just took about one and a half hour to complete. Overall, I can say that the process was very smooth and successful.

Below are the photos that were taken during my research process :  

Final checking on the questionnaires before distributed them out.

She was the first customer who received my questionnaire.

He was the another guy who gave respond to my questionnaire.

I was distributing questionnaires to Subway customers.

Checking and going through the 20 received responses. 

Research Method

Since my aim of conducting this research is to find out customer satisfaction level of Subway, so obtaining result from Subway’s customers via questionnaire is more appropriate and accurate. I have designed a questionnaire with the title of “Subway Customer Satisfaction Survey”. The questionnaire includes four questions which are able to reflect the customer satisfaction level. Now, I am planning to prepare 20 sets of the questionnaires and distribute them to 20 customers who are going to visit Subway KL Festival City Mall tomorrow.

Below is the questionnaire that I prepared : 

Introduction

Welcome here!!! First of all, I would like to say “Hi” to all the visitors for spending some time to read my blog. This blog is specially created for my ABDM 4064 Business Research individual project.

Does the logo above look familiar? I am sure that the answer from you guys is definitely “Yes”. This is the logo of my target franchise, Subway Restaurant. I have decided to carry out a series of research towards Subway for my project. The main purpose of this business research is to investigate and identify Subway's level of customer satisfaction. Upon the completion of this research, we can find out "Until what degree do all the Subway's customers satisfy with several aspects of this restaurant?". 

In order to obtain the needed result easily and conveniently, I have targeted the Subway store which is located at KL Festival City Mall since it is quite near from my hostel.   

                                            Address : S23, KL Festival City Mall, 

          67, Jalan Taman Ibu Kota,
  Taman Danau Kota, 

                  Setapak, 53300 Kuala Lumpur. 

The outlook of Subway KL Festival City Mall.

  

Before entering the main topic, let me tell you more about Subway Restaurant first.

Subway is a fast food franchise which is originated from United States of America. It is owned and run by Doctor’s Associates, Inc. (DAI).  Its core product is submarine sandwich which is also known as “sub”. Besides, this franchise also sells other products such as salad, wraps, cookies, muffins and doughnuts. However, the content of menu may be different in certain countries due to cultural tastes, customs and religious preferences.  

Subway was founded by a 17-year-old young guy named Fred DeLuca in 1965. The first store was located at Bridgeport, Connecticut. At the beginning, the store was named as Pete's Submarines. After that, the restaurant’s name was being changed to “Pete's Subway” because the original name sounded like Pizza Marines. The business expanded rapidly and finally went globally. 

Now, it has become the largest made-to-order submarine sandwich franchise in the world. There are 38,290 Subway stores in 99 countries around the globe. Besides, it has become the first choice for those consumers who prefer quick and nutritious food. Moreover, it is also considered as one of the most successful fast food franchise in the world.

Fred DeLuca, the founder of Subway

The first Subway store which is located at Bridgeport, Connecticut