Customer experience in casual dining restaurants
Customer experience in casual dining restaurants
- Research paper for my MBA program.
- The topic is “ customer experience in casual dining restaurants and its effects on revisit intentions and place attachment “.
- The customer experience is divided into 4 stages (these stages will affect customer decisions ) need to be mentioned in the paper:
- Before dining stage : when people start gathering information from social media, friends and family. Caring about the restaurant reputation among competitors ( the other restaurants ). Deciding what restaurant to choose depends on the location, suitable car parking and the working hours.
- Dining in stage : the layout and seat arrangements , cleanliness and interior design of the restaurant and the general ambiance, employees attitudes toward customers, providing special dishes on the menu and food taste and quality, and whether items received with any error in order and service.
- After dining stage : whether the restaurant provides an excellent dining experience, the price was fair.
- Service failure stages : if customers take into consideration the problems occur in restaurants and how the employees and manager handle any problem will affect their intentions to come back or place attachment and therefore affecting loyalty and satisfaction. ( they will come back with friends and family , they will recommend friends and family , word of mouth, they will come back to the restaurant even if prices are affected (increased ) ).
- These stages all should be mentioned in the paper.
- There should be a cover page, table of content, abstract, introduction, literature review.
- Online survey is not done yet ( still in collecting data process ) I will provide later the reports in order to continue but my hypothesis are :
H1 : there is a strong relationship between customer experience and revisit intentions.
H2: there is a strong relationship between customer experience and place attachment.
- We can refer to loyalty and satisfaction but the paper strongly should emphasis on revisit intentions and place attachment ( providing articles or studies that strongly support our argument ).
- Any additional information for the literature review / abstract … are welcomed
- The following information should be stated clearly in the research paper.
- Add to the literature review the hypothesis ( based on the literature review ) two hypothesis were proposed as follows
H1 : there is a positive relationship between customer experience and revisit intentions
H2 :there is a positive relationship between customer experience and place attachment
- The methodology ( introduction )
This study examined the touch points that influence customer experience in casual dining restaurants dividing the customers experience into 4 stages ( before dining , dining in , after dining , service failure ) in order to provide recommendation for the casual dining industry to improve revisit intentions and place attachment which leads to loyalty. This study was conducted to answer the following research questions:
- To what extent the customer experience in casual dining restaurants relate to customers willingness to revisit ?
- To what extent customer experience in casual dining restaurants impact the customers place attachment (physically and emotionally ) ?
- The methodology ( research design )
This study was a cross sectional research. The objective of the study was to examine the customer experience in casual dining restaurants and its impact on revisit intentions and place attachment and therefore loyalty. The study design employed two sets of variables ( dependent and independent ). Linear regression analysis was used to predict the value of dependent variables ( revisit intentions and place attachment ) from a set of independent variables ( the stages the customers went through in dining experience ). A detailed survey was distributed to customers who experienced a visit at a casual dining restaurant.
- Survey instrumentation
An online survey was developed and distributed. The online survey consists of 61 questions:
- The 1st section of the survey gathered data about the respondents characteristics ( the frequency of dining , gender , age , marital status , education level and income )
- The second section has 4 different stages to assess customers importance and satisfaction level based on 5 points scale ( very important/Satisfied , important/satisfied , neutral , Not important / satisfied , Not at all important / satisfied ) with a total of 30
- The 3rd section consisted of 16 The respondents were asked to rate the level of their agreement with the revisit intentions and place attachment. The scale was with 5 points ( strongly agreeable , agreeable , neutral, disagreeable , strongly disagreeable ).
- Reliability : a pilot test was used to measure the reliability and the consistency of responses by customers. The test was conducted with a convenient sampling of 60 customers of casual dining restaurants . the coefficient alpha was used to measure the reliability of customer revisit intentions and place attachment of the restaurant. Cronbach alpha was used to test the reliability and the consistency of each attribute measured. The results showed that alpha were ranging from .683 and .892, therefore, the coefficients were above .65 which is the acceptable value used as an indicator of reliability.
- Target population : the target population of this study was the customers who dined at casual dining The survey was distributed to the target population of 200. 184 viewed the survey. 139 started the survey. 61 completed and 78 dropped out. The time to complete was 7 minutes.
- Data analysis : the survey was coded and analyzed by using SPSS. Two statistical techniques were used ( descriptive statistics “ MEANS “ ) and inferential statistics ( regression analysis ) to measure the impact of customer experience on revisit intentions and place attachment.
- Findings :
- response rate : since the target was 400 but distributed to 200 only 184 have viewed, 139 started and 78 dropped out ,, therefore the number of valid surveys were 61 representing an overall response rate of 43.88%.
- Demographic characteristics of respondents :
The descriptive statistics were used to identify the nature of all respondents such as demographic profiles. 80% of the respondents were females. The major age group was between 25- 34 ( 48.89% ). Followed the age group 35-44 ( 28.89% ). This also was followed with 45-54 with (13.33%). While the lowest 8.89% for the group 18- 24. A large majority of the respondents ( 48.89%)were married. The education level was (64.44%) for college graduate. The monthly income was between 1000-1500 that represents 31.11%. were 72% of the respondents have a favorite restaurant that visit more than 2 times a month ( 32.5% ).
- Overall respondents dining ( importance ) : about 46.15% of respondents found that it’s important to find information about the restaurant on social media and family and friends as a main source of information about the restaurant. While 58.97% based their decision on reputation and 64.1% made their decision based on geographic location.46.15% of the respondents decision was based on convenient working hours where car parking scored 66.67% as an important factor while making decision.
- Overall satisfaction : more than 54% of the respondents were very satisfied with the overall attitude of employees. About 69% of the respondents were very satisfied with food taste while 24% were satisfied and only 6% were neutral.
- Likelihood of return (placed attachment ) : about 46.88% reported that they were likely to return while 31.25% were very likely to return to the restaurant while 18% were neutral.
- Intentions to revisit : 34.38% of the respondents indicated that they are not sure of coming back if prices were increased or a problem occurred in restaurant.
- The likelihood of recommendation : about 34.38% replied that they strongly agree to recommend followed by 59.38% agree while the rest were neutral.
- The attached SPSS file should be used and comments should be written related to the analysis using regression model ,ANOVA in addition to t test ,,,also comments related to p value and the significance level in order to determine the most stage that affects the customer experience and have the most place attachment and revisit intentions by using the significance level .05.
- Recommendation should be written on the most important stage ( pre , during , post , service failure ) that mostly affect the customers decisions ( related to revisit intentions and place attachment and loyalty )
- The deadline for this research is within 10 days and please should be finalized in a good manner for the submission ,, so any additional changes are welcomed in order to be perfect .
- In the end I need conclusion and references and summarizing the conclusion.
- Thank you