Title: A study of customer expectations and perceptions of services in the

restaurant sector of Chattogram.

Introduction :
Chattogram, a traditionally fast growing hub of service industry and a place of
more than eighty renowned restaurants, serving more than twenty thousand local
and foreign customers everyday. Moreover, this service industry has created huge
employment opportunities almost one lakh people directly and indirectly involved
with this industry. But due to lacking of understanding the diverse expectations
and perceptions, known as customer gap, in near future this dynamic industry
might collapse. This critical consequences has motivated me to study on
customer gap and to find out the facts and clues behind the gap that may help
many to identify crucial points.

Objectives :
The primary objectives of this dissertation are to analyse the following ;

 Identify the range of decision features used by customers when dining out.
 Critically evaluate the customer expectations and perceptions of some
specific restaurant services.
 Evaluate the relationship between perception and expectation of a service
encounter.

Problem statement :
Many organisations can be completely blind to this gap. This gap can happen
because of one the other four gaps or simply because customer perceives the
quality of service incorrectly. In a worst-case scenario, it could lead to a business
losing a large proportion of their customers overnight. Although the company
think there is no gap, the reality is that their customers are just waiting for
someone to fill their perceived gap.

Hypothesis :
 There is a high relationship between customers expectations and overall
perceptions when dining out.
 The measures of dining experiences attribute importance on customer
decisions.

Literature Review :
The amazing findings that I have found through study of others' research reports
on customer gap analysis almost all are on international perspectives. Though
there have been found some similarities but absent what exactly I want to find
out that has necessitated the rationality to conduct the research on local
perspective mainly on Chattogram. The principal focus this present research is
Gap-5, Gap-1 and two additional Gap-6 and Gap-7 which are identified in the
SERVQUAL model, a framework which can help to understand customer
satisfaction through obtaining information based on 22 questions. This gap model
shows the ways to close the customer gap is to close the other four gap in the
model. Once this is done then customers expectations and perceptions should
align. In sum up,there will be examined the intricacies of the moments of truth,
zone of tolerance, service determinants and analised through various model of
measuring service quality to find out exact scenarios existed in services of
restaurants in Chattogram. The findings, finally, will be analyzed, summarized and
proposed the recommendations, found throughout this dissertation.

Methodology :

I have plan to conduct the research to collect the primary data following ways
  Focus group interview.
 Survey question will be designed and conduct under SERVQUAL model.
 Interacting with some specific customers and service management
personnel.
 Observing service environment of some renowned restaurants.

Secondary data, including form books,research articles,journals and related

reports, will be utilized to make junction with primary data to address the
research questions and issues.

Conclusion :
This dissertation will have collected a large proportions of questionnaires from
respondents based on research methodology included both primary and
secondary information to find out the true facts and clues behind the gap existed
between customers expectations and perceptions, most important factors when
dining out, and findings will be summarized and proposed recommendations the
ways to minimize the gap that will help to many to gain insight into the fields of
service, expectation and perception in Chattogram restaurant sector.