ANALYSIS ON CUSTOMER COMPLAINTS RESOLUTION SYSTEM IN CASUAL DINING BUSINESS TOWARDS SERVICE IMPROVEMENT

Abstract

This study aims to evaluate the effectiveness of the customer complaints resolution system implemented by Chowking, a prominent casual dining restaurant. It explores the existing mechanisms for managing customer concerns, including response time, communication channels, and resolution strategies. Data was collected through customer surveys, interviews with staff, and a review of company feedback records. The analysis revealed that while Chowking generally maintains a responsive and customer-oriented complaint resolution process, there are areas that require improvement—particularly in shortening response times and enhancing employee training to handle complaints with empathy and efficiency. The findings suggest that improving the complaint management system and adopting proactive measures could lead to increased customer satisfaction and long-term loyalty. This research offers valuable insights for businesses in the casual dining sector aiming to strengthen customer service strategies and build stronger relationships with their clientele. This study examines the customer complaint resolution system in the casual dining industry, focusing on its effectiveness in driving service improvement. A combination of quantitative and qualitative methods was employed. Quantitative tools included descriptive statistics to identify common complaint types, correlation analysis to explore the relationship between complaints and service enhancements, and regression analysis to determine factors influencing customer satisfaction. On the qualitative side, thematic and content analysis were used to uncover recurring issues and insights from customer feedback, supported by case studies of specific complaint scenarios. Service improvement techniques such as root cause analysis, service blueprinting, employee training programs, and customer feedback loops were also integrated into the evaluation. Data collection involved surveys, review of complaint logs, social media monitoring, and interviews with both customers and staff. By integrating these approaches, the study offers a comprehensive understanding of how complaint management influences service quality and highlights strategic areas for enhancement in the casual dining sector. The evaluation of Chowking’s customer complaints resolution system revealed meaningful insights into its operational strengths and areas requiring improvement. Overall, the findings suggest that Chowking maintains a customer-centric approach, showing a clear dedication to resolving concerns promptly and professionally. The findings of this study highlight that Chowking’s customer complaints resolution system demonstrates a generally proactive and customer-oriented approach. Most customers reported satisfactory experiences with how their concerns were addressed, citing timely responses and courteous staff interaction as strengths of the process. This reflects positively on Chowking’s commitment to maintaining service quality and customer satisfaction.  However, areas for improvement were also identified, particularly in reducing response times and enhancing employee training in empathy and conflict resolution. While the company has established mechanisms such as feedback forms, hotlines, and social media platforms for complaint reporting, delays in resolution and inconsistent handling of complaints across branches were common concerns. These gaps suggest a need for standardized protocols and continuous skills development for frontline staff.  Quantitative analyses indicated a moderate positive correlation between effective complaint handling and overall customer satisfaction, reinforcing the importance of swift and empathetic resolution in retaining customers. Qualitative feedback further revealed that customers value transparency, sincerity, and follow-up actions more than mere problem resolution.  The study also underlines the potential of using technology, such as AI-driven feedback tracking and automated response systems, to streamline the process. When effectively integrated, such innovations can enhance consistency and shorten response times without compromising human connection.  In conclusion, while Chowking’s current system lays a solid foundation, consistent improvements—particularly in training, response time, and system integration—can further strengthen customer trust and loyalty. These findings may also serve as a guide for other casual dining businesses striving to improve customer satisfaction through effective complaints management.