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.   

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