Conclusion

After the analysis of survey and observation, now I want to conclude it. The conclusion will separate into two parts which are conclusion for types of customer and Customer’s satisfaction.

Part A  Conclusion for Types of Customers

According to the data, the major race of customer in Secret Recipe which located in Festival City Mall is Chinese. It can be proven by the data of observation and the short interview with their supervisor in this outlet. Malay is the second major customers in this outlet. Whereas, Indian is the least customers in Secret Recipe compare with others.

For the customers’ age groups classification, young adult is the major age group of customers in this outlet. Most of the time, they go to Secret Recipe with their friends and couple. This is because of the foods and environment of Secret Recipe is more attractive to those young adult. Middle aged group are the second major customers in Secret Recipe. They are almost dining with their family.

Part B   Conclusion for Customers’ Satisfaction

Based on the completion research, most of the customers weekly dine in Secret Recipe. Although the customers are not daily dining in Secret Recipe, they also can consider as loyalty customers. Which indicate that most of the customers have positive impression toward Secret Recipe.

For the customer service, most of the customers chose neutral for the attentive and available when they are needed the waiter or waitress. This is because of this outlets not have enough workers (refer to the short interview with the supervisor). Besides, most of the customers are agree with the workers can answer their questions with kindly and sincerely and customers also agree with Secret Recipe in this outlet just use a short time to prepare the food for them. Which mean the most of the customer are satisfied with the customer service of Secret Recipe.

Moreover, customers also agree with the menu of Secret Recipe are easy to read and the foods are tasty, especially the cakes. In the other hand, the price of foods are moderate, it is more suitable for customers who have monthly income. So, most of the customers choose neutral for their price.

Lastly, there are many customers are satisfied with the environment of Secret Recipe, they feel that it is a good place for them to gather and chit chat with friends. Most of the customers are very likely to recommend this Secret Recipe outlet to their friends and family relatives. Look at the overall result, there are just a few customers not satisfied with Secret Recipe, however, the majority of customers are satisfied with it. 

 Observation Day 2- Sunday

 (1:00pm- 2:15pm)

On Sunday, I went to the Secret Recipe outlets in 10:30 am. The morning session in this Secret Recipe outlet has a few customers only. So, I get a chance to make a short interview with their supervisor in this outlet. The followings were the questions that request by me and answers that were answered by the supervisor.

Question 1 - Most of the customers in this outlet are Malay, Chinese or Indian?

Answer: Most of our customers are Chinese.

Question 2 – Does this outlet got complaint by any customer?

No, the outlet open until now didn’t complaint by any customer.

Question 3 – How long will you replenish the stock of cakes?

Three times per week because the sale of cakes is high. Every week, this outlet has sold out about 50 to 60 whole cakes for customers.

Question 4 – How many workers you have in this outlet?

This outlet has 8 workers, actually this outlet not enough workers. Each outlet must have 9 workers and this is the standard number of worker for each outlet.

After interview their Supervisor, i was asking him to take a photo with him but he is a little bit shine. So, he was refused me and ask me to take photo with worker.

Session 6 (1:00pm- 1:15pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	2	Chinese	YA
2	2	Malay	C+MA
3	1	Malay	YA
4	2	Malay	YA

Session 7 (1:15pm – 1:30pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	3	Chinese	T+YA
2	1	Indian	YA
3	2	Chinese	T
4	2	Chinese	YA

Session 8 (1:30pm-1:45pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	2	Malay	MA
2	2	Chinese	C+MA
3	3	Chinese	YA
4	1	Malay	MA

Session 9 (1:45pm-2:00pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	1	Indian	YA
2	5	Chinese	T+MA
3	5	Chinese	YA
4	2	Chinese	YA
5	1	Chinese	YA

Session 10 (4:00pm- 4:15pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	2	Chinese	YA
2	1	Chinese	YA
3	4	Chinese	YA
4	3	Chinese	YA

Analyst of Observation


A) Race of customers 

According to the data, this Secret Recipe outlet had served 87 customers in within the passed 10 session. The pie chart above shows average number of race of customers per session. 49 out of 87 people are Chinese and the average number of Chinese customer per session is 4.9 customers. 36 out of 87 people are Malay and the average number for Malay customers in this outlet is 3.6. Whereas this outlet has a few Indian customers with 2 out of 87 people, the average number for Indian customer in each session is 0.2 only. Which mean that Chinese was the major customers in this outlets and this observation was matched to the short interview answer that answered by the supervisor. 

B) Age groups of customers

The chart above shows different age groups of customers in Festival City Mall outlet. After the observation the result show that, 57 out of 87 of customers were belong to young adult age group and the average number of young adult customer per session is 5.7. For middle aged group, 12 out of 87 of customers under the group that was observed in passed 10 sessions and the average number of age group for customers per session in this outlet is 1.2. Besides, 11 out of 87 customers belong to the teenager’s age group so the average number for children in this outlet is 1.1. For children in this outlets were occupied with 7 out of 87 of customers and the average number is 0.7 in each session. This data shows that, most of the customers are young adult with average number 5.7 people per session. 

Which mean that the food and environment of the outlet was attractive to young adult rather than other age group.

Second method of my research (Observation)

After I get 20 respondents for the survey, I was deciding to continue did the second research method- observation. Besides, I was planning to break this observation into 10 sessions with 15 minutes for each observation session. I also will break the 10 sessions of observation into 2 days with 5 sessions in each days, which mean I was chose to do the observation during lunch time on Saturday and Sunday. This method will help me to get more accurately results, because observation is to record the actual movements that what I can see and hear. After consideration, planning and scheduling, I decide to observe several things, which included:

• Number of customers which come to Secret Recipe
• Classification race of customers
• Age groups of customers which included teens, young adult, middle aged and elderly adult

Observation Day 1 -Saturday

(1:00pm- 2:15pm)

Session 1 (1:00pm- 1:15pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	5	Malay	C+MA
2	3	Chinese	C+Y7A
3	2	Malay	YA
4	2	Chinese	YA
5	1	Malay	YA

Session 2 (1:15pm- 1:30pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	2	Malay	YA
2	1	Chinese	YA
3	1	Malay	YA
4	2	Malay	YA

Session 3 (1:30pm- 1:45pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	4	Malay	C+T+MA
2	2	Malay	YA
3	1	Malay	T
4	1	Malay	YA

Session 4 (1:45pm- 2:00pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	2	Malay	YA
2	5	Chinese	T+MA
3	1	Malay	YA

Session 5 (2:00pm-2:15pm)

Bil No.	No. of customer	Race [Malay/ Chinese/ Indian]	Age groups [Children (C)/ Teens(T)/ Young Adult(YA)/ Middle Aged(MA)]
1	2	Malay	YA
2	2	Malay	YA
3	1	Chinese	YA