Executive summary:

Cultural adaptation has a great impact in the customer’s hospitality scenario in the fast food industry of Bangladesh. Contemporary study states how they are performing in all other manners also and the study has been taken into observation from different sources (Ramaj and Ismaili, 2015). This sector has not been studied properly and lacks informational resources for study. Pizza Hut as a major player in the fast food market details the level of activities in case of customer service providing and hospitality management. Intense market completion has led to usage of different marketing tools and strategies but the major focus is the customer loyalty and hospitality management.

Introduction:

Whole purpose of the assessment is to identify the impact of cultural adaptation in case of customer hospitality in Bangladesh. To capture the market with cultural symphony they follows different techniques. As like they have some specialized menu as like – Ramadan offer, Quick menu and so on. Understanding the specialized need is crucial (Zikmund, 2003)). This study is set toward a structured view of engaging in the newly growing market effectively. Already they have acquired a reasonable place in the fast food dominance but they lack stable market capturing performance and customer hospitality. There are several competitors in the market in the fast food chain. Local and international fast food chain are already performing in the market very well with their own pace of marketing. Identifying the occasional needs of the product and service is important as it builds a responsive market for both parties.

Background of the study:

Globalization on a contemporary study focuses on different factors and they are pivot of the discussion in this process of findings (Czinkota and Kotabe, 2001). Cultural differences are always present in case of international or globalized businesses (Cant, 2006). Targeting the customers need after segmentation helps to sort out the necessary marketing decisions for an organisation. Pizza Hut is an international organisation known for its quality pizza. In Bangladesh they have 40 different outlets and concentration of placing is on the major commercial and residential areas where they can afford to gain customers. Food preferences differ from country to country and in the meantime Bangladesh has a limited customers for the purpose. Assessing and accessing the market for expansion can be led by adaptation with cultural insights. Selection of ingredients to serving depends on religious to tradition of the customers. Throughout the whole discussion there will be illustrative statement of the evidence that supports that adaptation of cultural norms is prior for successful expansion.

Rational of the study:

Selecting the most effective and accessible way to the targeted customers can only be driven with a creative and trendy approach (Baum, 2011). Without a proper study about the market will led to nowhere than facing loss and failure to grow. Pizza Hut targeted its customer’s outlet in major metro areas. Quality foods and delivery is not sufficient until the market in which they are operating are researched properly. Customer hospitality management needs intense focus as it builds the structure for the approach.

Significance of the study:

This study will enable to draw conclusion on the organizations to promotional tactics of their food chain with much more access and better hospitality to the customers. After going through the study it will help to understand the fast food chain in Bangladesh. Again it will help to understand the impact of these factors and pass a recommendation for the purpose.

Pizza Hut has several outlets for the customers in Dhaka city, Sylhet city and Chittagong city with attractive service and decoration. Increasing number of outlets does not always shows the growth of an entity as it shows investment and capital expenditures merely. In case of this organisation growth also shows the market access as the number of customers are increasing day by day.

Statement of the problem:

In the fast food industry the need and maintenance of customer hospitality is the pivot of the discussion. Situation for this study states to examine the factors that have impact in the customer hospitality in Bangladesh.

1.5 Beneficiaries of the study:

Customers are the main beneficiaries as they can know very well about the organisations hospitality scenario and future motives (Nykiel, 2005). In other sense not only the customers but other parties as like the competitors and employees can also be well aware about their running services.

Background of the industry:

Before understanding the current market stipples it is essential to know the past of the industry (Zwick and Rapoport, 2002). Fast food chain is not new in Bangladesh as the revolutionary engagement was started since the nineties. Target customers are the young generation and the corporate individuals. As far as the history can be traced the first fast food initiative was taken in Dhaka city. After that several other entrepreneurs have started to build the chain. International giants in the fast food industry as like KFC and Pizza Hut entered the market in early 2000. Transcom Foods limited has performed the franchise with both of these organisations (Pizzahutbd.com. 2016). Yum! Restaurants international is the mother organisation of both KFC and Pizza Hut. Recent information from the newspaper and the articles support evidence that advertising has been increased in this industry as it had lost its glamour before 2005. During that period government has issued several inspections for usage of unhealthy ingredients and raised awareness against consumption of fast food that led the market in a sudden fall. Lots of fast food shop were forced to close down because of consistent loss. But recent market says different story as the customers are increasing in number as the shops and restaurants are using different marketing approaches.

Background of the company:

In the year of 1958 the world famous Pizza Hut was founded by Frank Carney and Dan. Yum! Brands, Inc. is the parent company of Pizza Hut and it has more than 5,600 and plus stores around the world. In Bangladesh it was deployed in the year of 1993 and it has 40 outlets all over the country (Pizzahutbd.com. 2016). High sales volume and satisfactory customer hospitality is something that makes Pizza Hut special.

Research questions:

From the above analysis the research states some questions as the facts to be understood efficiently. They are-

1 . What factors are affecting the fast food industry customer hospitality of Bangladesh?

2 . What are the each factors weight that affect the customer hospitality?

Research objectives:

The major objective of the research is to find out what are the facts that importantly impacts on the customer hospitality. When stating about objectives then there are several specifications and they are –

1 . For the purpose of giving an overview of the fast food chain of Bangladesh.

2 . To understand and analyze the factors that have an impact on the customer hospitality in case of Bangladesh.

Limitations of the study:

For the purpose of understanding and studying a market there should have a flexible and available information to use as an evidence and reference but in this case there were several limitations. Most of the crucial facts as like the customers data and survey report was not available as there is no systematic initiatives from the parties involved (Cook, 2011). Other than this internal management facts are not disclosed or how they set their tactics to ensure efficient and appropriate customer hospitality management. This study has been prepared and analyzed on the basis of available secondary data mainly.

Conclusion

From the study several facts has been identified and interpreted in a manner that provides a reasonable information about the industry and the fast food chain in Bangladesh. Cultural impact creates a vibration in the overall business operation of an organisation (Makasi, 2014). Pizza Hut being the major part of the fast food chain in Bangladesh as a successful story entails the economical standings of the food market and chain. Customer loyalty can only be achieved through proper hospitality management in case of any organisation (Davidow, 2000).