I have chosen "Customer Revisit Intention to Casual Dining Restaurant in Klang Valley, Malaysia" as my research project topic. The main findings of this research project were discussed to understand the relationship between food appearance, service quality, restaurant environment and customer satisfaction.
Research Overview
Research Background
- Food Service Research
- Casual Dining Restaurant
In the perspective of Ha and Jang (2012), the basic classification of the restaurant can be segmented into three segments, which are fast food restaurant (quick service), informal restaurant and fine dining restaurant (Zuratulraha et al., 2016). An example would be resto-bar, it is a bar-restaurant that often operates late at night that serves food and drinks at the same time, customers can only order drinks or drinks before the food or vice versa. The last step indicates the ownership status which identifies the restaurant status, whether the restaurant is a chain restaurant or a non-chain restaurant (Matthews, 2014).
Problem Statement
Furthermore, in Malaysia, Klang Valley area is the most developed region compared to all other areas.(Norimah et al ,2008) This shows that the demand for dining out activities in Klang Valley has increased over the years. Therefore, the research is significant to conduct in Klang Valley by investigating the intention of international consumer in informal restaurants. In addition, to deal with the uncertainty in the competitive restaurant landscape, it is necessary to anticipate the changes in the future by analyzing the perception of the international consumers in today's dynamic restaurant environment.
Research Objectives
- General Objective
- Specific Objectives
In conclusion, there is an important need to understand what consumers from different countries expect to enhance their dining experience in Malaysia.
Research Questions
The research framework shows "The role of food quality, service quality and restaurant environment on customer satisfaction and future behavioral intentions in a leisure restaurant". I would most like to revisit Casual Dining in Klang Valley. I would like to spend my time and money to enjoy the environment of Casual Dining in Klang Valley again and again.
Based on the respondents' answer, most of the respondents respond "dissatisfied" in terms of cleanliness of casual dining restaurant in Klang Valley. The topic of the final year project is "Customer Revisit Intention towards Casual Dining Restaurant in Klang Valley, Malaysia". I would like to spend my time and money to enjoy the environment of the Casual Dining Restaurant in Klang Valley again and again.
Hypotheses of the Study
Significance of Study
Chapters Layout
Conclusion
It defines the research objectives, research background, problem statement, research questions, hypotheses, significance of the study and chapter layout. Later chapter we will explain in depth the literature works and the research framework.
Introduction
Next, from the manager's point of view, the restaurant environment is an important variable that will directly affect customer satisfaction and thus affect the customer's intention to revisit the casual dining restaurant, while service quality has the least impact in this study. Miller, “Measuring customer satisfaction for strategic management,” The Cornell Hotel and Restaurant Administration Quarterly, vol.
Review of the Literature
- Foodscape
- Service Quality…
- Restaurant Environment
- Customer Satisfaction
- Revisit Intention
Review of Relevant Theoretical Models
The purpose of this study is to predict the various elements that may influence the intention to revisit casual dining restaurants. This study uses four independent variables from this framework, which include food quality, service quality, restaurant environment, and customer satisfaction.
Conceptual Framework
I would definitely visit Casual Dining in Klang Valley again with my friends. As shown in the variation table, a customer's intention to revisit a casual dining restaurant was influenced by the level of customer satisfaction in Foodscape, service quality, and restaurant environment. Most of the findings show that the restaurant environment has a direct positive effect on customer satisfaction in a casual dining restaurant.
Furthermore, this study concluded that customer satisfaction has a positive impact on customers' intention to revisit a casual restaurant with 66.4. Rhonda, "The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-service Restaurant," Cornell Hotel and Restaurant Administration Quarterly, vol. I would definitely bring my friends along to visit Casual DIning Restaurant in Klang Valley again.
Hypotheses Development
- Relationship between Foodscape and Customer Satisfaction…
- Relationship between Service Quality and Customer
- Relationship between Restaurant Environment and Customer
Conclusion
In this chapter, the researcher discusses in detail the research methodology used in this study. It includes the survey design, sampling technique and design, primary and secondary data collection method, survey instruments, construction measurements and tools used for data and statistical analysis.
Research Design
- Descriptive Research
- Causal Research
Furthermore, to determine the relationship between variables, there are two statistical models applied in this research, which are multiple linear regression and simple linear regression. The causal research model can be used as a tool to predict the causal effect by analyzing the data, noting that the research is purposefully designed.
Data Collection Method
- Primary Data
- Secondary Data
The secondary data provides deeper understanding for the overall research by referring to the journal article, reference books, news and so on. In addition, reference is also made to the information or data collected from all types of valid sources. In addition, the secondary data is the data collected by researchers from previous studies (Zikmund, Babin, Carr, & Griffin, 2013).
Secondary data in this research study consists of journal article, theses and also reference books which are obtained from library as well as online database such as Emerald, ResearchGate, Jstor, Google Scholar and Utar repository.
Sampling Design
- Target population
- Sampling Frame and Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
The sampling technique in this research is the non-probability sampling technique, so there is no sampling frame. There are three main non-probability sampling techniques in this research, which are convenience sampling, purposive sampling and snowball sampling. The researcher selects some entrepreneurs who have experience in casual dining restaurant management as based on her judgment, those entrepreneurs are eligible to participate in this research.
As for the snowball sampling in this research, it is relevant to the previous non-probability sampling method, which is purposive sampling.
Research Instrument
- Questionnaire Design
- Pilot Test
However, it also indicates that service quality in a casual restaurant has the least influence on customers' intention to return. This implies that 55.8% of the variation in customer satisfaction towards the casual restaurant was influenced by Foodscape, Service Quality and Restaurant Environment. The reason why the restaurant environment is the most influential factor in this research is because of the cleanliness of a casual restaurant.
Section B: Western and Asian consumers' intention to revisit a casual dining restaurant in the Klang Valley, Malaysia.
Constructs Measurement (Scale and Operational Definitions)
- Measurement Scale
- Variables and Measurement
Data Processing
- Questionnaire Checking
- Data Editing
- Data Coding
- Data Transcribing
The investigator should take corrective action on the pilot test questionnaires to improve the quality of the study. Data processing is a necessary step for the researcher to examine the data collected from the questionnaire. Therefore, once the researcher finds out the errors and mistakes, the next step is to change the error to a correct one.
The following step is data transcription, which requires the researcher to transfer the coded data from their original state-owned to another specified owned.
Data Analysis
- Descriptive Analysis
- Reliability Analysis
- Inferential Analysis
Conclusion
DATA ANALYSIS AND PRESENTATION OF THE
Descriptive Analysis
- Respondent Demographic Profile
- Gender
- Age Group
- Country
- Ethnic Group
- Monthly Income
- Descriptive Statistic
Basically, it defines that the people interested in visiting casual restaurants are young adults. Moreover, it also shows that the customers in casual restaurants are from other ethnicities such as Sabahan, American, Italian. Comparing the monthly income of all respondents, it is clear that most of the respondents have an income of RM2000 or less, this is because the majority of the respondents are students, which amounts to about 47.5%. Moreover, this also indicates that the respondents are willing to visit casual restaurants, even though they have a low income level.
Overall, it shows that most respondents agree that foodscape and restaurant environment have a significant impact on customers' intention to return to casual restaurants.
Scale Measurement
- Internal Reliability Analysis …
Inferential Analysis
- Multiple Regression Analysis…
According to Table 4.11, it has been shown that there is a significant positive relationship between customer satisfaction and foodscape, service quality and restaurant environment. Based on the equation made above, it shows that if one unit increases in the predictor. The level of customer satisfaction increases by 0.314 units if the quality of foodscape improves per unit, ceteris paribus.
This indicates that there is a significant positive relationship between customer satisfaction and customer revisit intention.
Conclusion
This research was conducted by uncovering the factors driving consumer intention to return to casual dining. This is because the research shows that it is important to make the customer feel emotionally connected in a casual restaurant (DiPietro, 2017). Do you prefer a Casual Dining Restaurant than a Fine Dining restaurant and a Fast food restaurant.
3. Why do you choose to eat in the Casual Dining Restaurant compared to the Fine Dining Restaurant. It matches my preference as most Casual Dining serves alcohol and moderately priced food in a relaxed atmosphere. INSTRUCTION: This section intends to find out your intention to visit Casual Dining Restaurant in Malaysia.
DISCUSSIONS, IMPLICATION AND CONCLUSION
Summary of Statistical Analyses
- Demographic profile of respondents
- Scale Measurement
- Reliability Analysis
- Inferential Analysis
Discussions on Major Findings
- Foodscape
- Service Quality
- Restaurant Environment
- Customer Satisfaction
In other words, a further step is necessary by reviewing the general findings of the study to encourage customers' intention to revisit a casual dining restaurant. Therefore, it also confirmed that a high level of customer satisfaction resulted in customers revisiting the casual dining restaurant and also recommending the visit to others. This is due to the reason that the money spent on visiting a casual dining restaurant to distribute the survey form is high and so is the cost of printing the survey form.
The food taste, temperature, color, shape and texture in Casual Dining Restaurant, Klang Valley is satisfactory.
Implication of the study
- Managerial Implications
- Foodscape
- Service Quality
- Restaurant Environment
- Customer Satisfaction
Limitations of the study
Therefore, the sample size in this study should be reasonable to get an accurate result. Apart from that, the sample size in this study is 160, which cannot represent total local and international consumers. Last but not least, there is a limitation to the number of independent variables in this study.
By including more independent variables in this research, you will have more surprises and the value of the research results, which will increase the accuracy of the study.
Recommendations for Future Research
Conclusion
This is a great option for a family visit compared to a fine dining restaurant and a fast food restaurant. The quality of food at Casual Dining is better than at Fast Food and the average dollars spent at Casual Dining is lower than at Fine Dining. The staff at Casual Dining in the Klang Valley always respond to my feedback and complaints in a timely manner.
The staff at Casual Dining Restaurant, Klang Valley are always able to accommodate my special request.
