Conclusion

From the 10 interview's result, we found that Secret Recipe still maintain very well for its foods especially cake. Most of the customer would like to go to have a lunch woth their friend which means that they prefer not going alone. There is less people in the lunch time, so there is no need to have a queue, so as the food serving speed will also become fast. From this, it shows that the customer services is also good and efficient to the customers and will gain much more satisfaction from them. But there is also a few customers that do not satisfied with the customer service of Secret Recipe as customer is the person who will expect much more good and friendly services. Besides that, a good, relax and comfortable environment of Secret Recipe is the place where most satisfied by almost all the customers. Customers prefer the place that can give them the feel of relax, comfortable and can have some social gathering.

From the interview, we also knew that most of the customers nowadays are more concern on their health, so they hope that Secret Recipe would introduce more on fruit cakes or cereal cakes. Then most of the customers may also reduce the number of visiting Secret Recipe again, if the price of the food had increased by RM1 each. This is because most of the customers think that it will consider as expensive foods already and it is not worth to pay with the amount already.

Last but not least, the interview conducted by Tunku Abdul Rahman College University Advance Diploma In Business Studies (Business Administration) (2013 batch) student Chong Kai Wen 12 WBA 10350, all the record and data are doing in Secret Recipe, Jusco, Wangsa Maju, the data is only using on the education purpose and strictly others using without notice.

Voice Recording Interview

I had carried out my interview on 12 July 2013, there is 7 question had been ask to 10 interviewees in order to investigate their opinions on the Secret Recipe.

The 1st interviewee, Ah Yong, who is a student, said that he is a regular guest of Secret Recipe, he often visit the outlet which he will visit it twice a time in a week. He often visit it at tea-time and there is less people visit at that time, so there is no need to have a queue. The service is consider good and food serving speed is consider fast also. He also think that Secret Recipe's have a good and relax environment and that is why he go to visit it frequently. He mention that there is a need and must to provide wifi service in this outlet because lack of this service will cause inconvenient to him, he may not able to do homework or use internet to search things. There is a need to introduce a new type of cake flavor which yam cake is being suggested by him strongly because yam is his favorite food and it is very tasty. If all the food price and cake price was increased by RM1 , he will still going to visit Secret Recipe because he think that it is worth for him to spend money on the foods in Secret Recipe.  


2nd interviewee, Miss Teo, who is also a student said that she is also a regular guest in Secret Recipe. She mention that she will visit Secret Recipe more than 10 times for a year which she always come here to celebrate her friend's birthday. Mostly the time she visit, there is less people, so there is no need to have a queue. Its customer service is also consider good, the food serving speed is also fast too. The environment of Secret Recipe is also a good place for them to chit chatting and she said that there is a need to provide wifi service because nowadays internet is a need for all people especially young generation. She also say that wifi service able to help to attract more customer to come visit also, thus, there is a need to provide wifi service. She would like to introduce yogurt flavor cake because nowadays, especially young generation like to eat yogurt.  If all the food price and cake price was increased by RM1, she will reduce the number of visit Secret Recipe again as she is still a student, she would not able to afford the price.


3rd interviwee, Miss Lim, she is a student, she is not a regular guests of Secret Recipe, she had visit it about 4 or 5 times. Everytime she visit, there is less people, so there is no need to have a queue. Its customer service is also consider good and the food serving speed is also fast. She feel Secret Recipe is very comfortable and is also a suitable place to chit-chatting with friends. She had mention that there is a need to provide wifi service because sometimes they can stay at Secret Recipe to do assignment by using internet. She would like to introduce orange flavor cake because she like to eat orange very much. Besides that, she also mention that Secret Recipe can introduce more fruit cake. If all the food price and cake price was increased by RM1, she say that she will reduce the number of visit Secret Recipe again.


4th interviewee, Miss Chloe, she is a employee who was consider as regular guests, she had visit Secret Recipe for more than 5 times and mostly she will visit Secret Recipe when her friends invite her. Mostly when she visit the outlet, there is no need to have a queue and the food serving speed is also consider fast. Then, she mention that the customer service is consider very good too because she had experience before which she had make a wrong order and the worker was still kindly and politely help her to make a new order. The environment of  Secret Recipe is consider good also, for example, the design was very beautiful and sofa was provided. She said that wifi services is a need because nowadays most of the people are using smartphone. If she is giving a chance to introduce a new flavor cake, she would like to introduce fruit cake, because she think that there are too many cheese cake being launched in Secret Recipe and some people would like to eat fruit and more concern on healthy, so, fruit cake should be introduced. If all the food price and cake price was increased by RM1, she said that she will consume when she would like to eat, but she will not going to eat ordinarily.


5th interviewee, Madam Yi, she is a employee, she is a regular guests of Secret Recipe who visit the outlet almost one month one times constantly. Mostly when she visit the outlet, there is no need to queue because there is less people at that time and the foods serving speed is consider fast. The customer service is moderate and normal but it can be accepted. Then, the secret recipe also provide a good and comfortable environment for her and friends to chit-chat and the design is also consider good and comfortable. Wifi service is a need to be provide because wifi service is actually a common service in every places, so it is a need to provide wifi. She mention that double cheese chocolate should be introduced because she like cheese and chocolate and both of this flavor is her favourite. Although the foods had rose to RM 1 each, she still will come to visit Secret Recipe if the price is increase in a reasonable reason. She does not exclude that she may also visit it one times in two months also.


6th interviewee, Miss Thong, who is a student said that herself is not a regular guests of Secret Recipe. She had visit it for more than 2 times only. She said that there are many people visit Secret Recipe at the time she visited but there is no long queue needed. As she is not a frequent guests, she do not really remember the customer service, but she say that in her memories, she say sometimes the service is fast, sometimes the service is slow. Then, the environment of Secret Recipe is just moderate because the time she visit the outlet have many people, so it will become a noisy place for her. She also mention that there is a need to provide wifi service as this will help the outlet to gain more customers to visit their outlet. In her opinion, she think that there is no need to introduce more flavor for the cake because she think the flavor available now is already enough for her and she is not a regular guests. She said that if her friends invite her to visit the outlet, she will go although the price had increased for RM 1 each.


7th interviewee, Miss Lee, she is a college student, she is not a regular guests, she had visit Secret Recipe for more than 2 times with her friends. When she visit the outlet, there is no need to queue. Customer service of Secret Recipe is consider good, the food serving time is also fast. The environment of Secret Recipe is also a good place to chit-chat. She think that wifi service should be provided because most of the people had a smartphone in hand now and this will also help to attract more customers come to visit too. If she is given a chance to introduce a new flavor cake, she would like to introduce a original green tea flavor cake as there had no original green tea being introduced by Secret Recipe until now. If all the food and cake price was increased by RM1 each, she will not visit Secret Recipe again because it is not worth and the price of the food now is consider expensive for her already.


8th interviewee, Madam Yu, she is a employer with high income level, she is a regular guests who frequently visit Secret Recipe many times in every week. She often visit the outlet with her friends and colleagues. Everytime she visit the outlet, there is no need to queue because the service is very good and efficient. For the speed of serving foods is consider moderate and acceptable. She said that, the environment of Secret Recipe is very good as there have air-conditional and the environment is quiet and not noisy. Besides that, it is also a good place for chit- chat. She mentioned that the wifi service is not necessarily needed for her but she emphasized that her children may need it. Next, she would like to introduce mango flavor cake because there is no mango flavor cake being launched by Secret Recipe until now. If all the foods and cakes price was increased by RM1 each, she think it had no influenced to her because she it is consider very cheap to her also, she would not care so much on money as long as it has the foods remain the good quality as before.

9th interviewee, Mrs. Ken, he is a college student, he is a regular guests who visit Secret Recipe at least one times for 3 months frequently. Mostly when he visit the outlet, there is no need to queue because there is less people but the food serving speed is just moderate. Most of the time, the waiters serve them with a low speed, they sometimes did not even know there is a customers, waiters always do their own stuff. So, the customer service is also consider moderate only, the way they serve the customer is not really good, some even show the unpleasant face when they are ordering something, this had influenced his and his friend's mood badly. Next, he feel the environment is consider good because it is quiet, this let him can concentrate on doing his things well. He mentioned that it is a must to provide wifi service as it brings inconvenient to him everytime he want to use internet to do homework and assignment. He would like to introduce cereal and grain cake which he think it is much more healthy. If the food was increased by RM 1, he would still visit the outlet as long as the quality of foods is still there.

Last interviewee, Kelvin, he is a employee, he said that he is a regular guests, he had visit Secret Recipe more than 10 times in one years frequently. Mostly when he visit the outlet, there is no need to have a queue because there is less people. But the food serving speed sometimes is slow although there is less people. So, the customer service is just moderate. Sometimes, the way they serve customer is not good, they serve the wrong orders and write the wrong order that are not order by us without saying sorry some more show the unpleasant face to him n his friends. Next, he feel the environment is consider good and relax place for them to chit- chat and relax. There is a need to provide wifi service because he would like to update e-mails to his employers sometimes and used the internet to search important things. Then, he would like to introduce peanut and beans cake as it consider as healthy cake also. He will not visit Secret Recipe again if the price of all products increased by RM1 each, he said it is not worth as the price is already expensive.

The Research Method

The research method that I had used is by Interviewing the customers that consume food at Secret Recipe at that time. Below is the questions that I had asked the customers.


Sampling technique that I had use is quota sampling. This sampling method is to ensure various subgroup of a population will be represented on pertinent characteristics to exact extent that the investigator desires. The population that I targeted is all Secret Recipe's consumers whereas the sampling frame used is consumers in Klang Valley Secret Recipe. Next, the sampling unit that used is Jusco,Wangsa Maju Branch-- Primary, Consumer visit on Friday -- Secondary, and i had made the interview at lunch hours (12.00pm - 2pm) -- Tertiary. I had chosen quota sampling as it is low cost and convenient to me. Besides that, it is a way that I can get a more accurate information which come exactly from the customer's mouth. The respondents that I had interview is mostly student and there are also some others that had already work.

I had chosen video recording interview this method to done my research because it is a qualitative business research which address business objective through technique that allow the researcher to have a more detail and elaborate interpretations data and info without depending on the numerical measurement which may cause inaccurate. 

Interview Question:
1) How often do you visit Secret Recipe outlet?
2) How many times have you visit?
3) Everytime you come, is there many people buying food at here? Need to have a long queue to   buy food?
4) Do you think the customer service is good or bad? Food serving speed will take a long time or fast?
5) Do you think the environment of Secret Recipe is good and relax? Is there a need to set a wifi  service at here?  
6) If you are given a chance to add a new flavor cake, what flavor would u suggest? 
7) If all the price of cake or food had been rise by RM1, will you still willing to buy and consume it? 

Research Topic

Among so many outlet in Malaysia, I had chosen outlet which located at F28, Alpha Angle Shopping Centre, Jalan R1, Seksyen 1, Wangsa Maju, 53300 Kuala Lumpur. By doing my research topic, I had done some observations at the outlet which located in Wangsa Maju. 

Research question is ''How Was the Customer Satisfy with Secret Recipe?".

While the research objective of my topic is ''To Determine Level of Customer Satisfaction in Secret Recipe". To prevent myself from missing any activities done by customers at Secret Recipe, I had asking for permission to record about 10 videos. 

Company Background

My research company is Secret Recipe. Secret Recipe was founded in 1997, it had made its mark and renowned for its extensive range of fine quality gourmet cakes. It has since evolved to become one of the fastest growing lifestyle cakes and cafe chain in the region with over 280 cafe outlets to date.

Secret Recipe Cakes & Cafe's concept can be found in prime urban locations and shopping malls in major cities in the region including Singapore, Kuala Lumpur, Jakarta, Bangkok, Manila, Brunei, Shanghai and Melbourne.

Introduction

I am a student from Kolej Universiti Tunku Abdul Rahman who currently taking ABDM 4064 Business Research Course. My name is CHONG KAI WEN, student ID, 12WBA10350, who are now studying for Advance Diploma in Business Studies (Business Administration).