A Research Project on Service Quality for Tim Horton

2456 Words Apr 9th, 2012 10 Pages
Course: Marketing Management

1.0 Introduction 2
2.0 Exploratory Research 2
2.1 Trade and Industry Review 2
2.2 Academic Literature Review 2
3.0 Market Survey 2
3.1 Methodology 2
3.2 Research Sample 2
3.3 Survey Results 2
3.4 Data Analysis 2
4.0 Conclusion 2

This paper discusses the results of a research project on service quality for Tim Hortons. The purpose of the report is to measure: * Expectations in a service environment * Perceptions of the quality of the service delivery * Correlation between service quality and brand loyalty * The difference between expectations of service for a given organization and perceived quality of delivery by the service provider
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The chain 's focus on top quality, always fresh product, value, great service and community leadership has allowed it to grow into the largest quick service restaurant chain in Canada specializing in always fresh coffee, baked goods and homestyle lunches”.
“In 1995, Tim Hortons merged with Wendy 's International, Inc., giving new focus and impetus to the expansion of the Tim Hortons concept in the United States. Tim Hortons locations can presently be found in Michigan, Maine, Connecticut, Ohio, West Virginia, Kentucky, Pennsylvania, Rhode Island, Massachusetts and New York, with responsible expansion continuing in these core markets. The Canadian operation is 95% franchise owned and operated, and plans in the U.S. call for the same key strategy to be implemented as expansion progresses. Currently, there are more than 3,000 restaurants across Canada, and over 600 locations in the United States.”
“In March 2006, Tim Hortons completed an initial public offering of the company and was fully spun off as a separate company as of September 29, 2006. Tim Hortons trades on the NYSE and TSX (THI).”
Corporate Performance
In 2010, Tim Hortons had a net income of $624 Million on sales of $2.53 Billion. (See Appendix 3A – Consolidated Statement of Operations). Tim Hortons historical corporate performance is summarized in Figure 3-1.

Figure 3-1 Tim Hortons Earnings Data and Relative Industry
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