RESEARCH IN MARKETING INDIVIDUAL ASSIGNMENT (70% OF TOTAL MODULE GRADE) The following is a brief that will help you to prepare for your individual research assignment that will open from S.00pm on Friday 4th December until Friday 1 lth December.
1. BACKGROUND
The management team of the restaurant TheKing hired your marketing research consultancy firm to conduct i a short survey to evaluate the satisfaction of the restaurants’ customers. Following several meetings, in which you discussed and agreed with your client the preliminary stages of the research process, your firm collected data by surveying a sample of 107 restaurant-goers. More specifically, respondents were asked to evaluate, on 7-point Likert scales, their perceptions of: • Guests’ reception [Reception] when arriving at the restaurant (Question: Staff provide a warm welcome when you arrive at the restaurant). • Quality of service [Service] at the table (Question: Staff provide a good service at the table). • Waiting time [Waiting time] at the table (Question: The waiting time between courses was appropriate). • Quality of the food [Food quality] (Question: The restaurant serves excellent food). • Price [Price] (Question: The restaurant has reasonable prices). • Overall satisfaction [Satisfaction] (Question: Overall, I am satisfied with my experience at the restaurant).
The results of this survey can be found on KEATS in the file Restaurant.sav [Indicates variable names in the SPSS dataset].
2. YOUR TASK
The restaurant managers have asked you to analyse the data collected and produce a report that can help them to improve overall customer satisfaction. In particular, they are interested in addressing the following questions: • How well do the key operational factors that were measured in the survey (i.e., Guest Reception, Quality of Service, Waiting Time, Food Quality and Price) predict guests’ overall satisfaction with the restaurant? • Which is the best predictor of overall customer satisfaction?
The restaurant managers have also asked you to write a brief background section on the current issues that restaurants face with regard to maintaining high customer satisfaction. They also want you to review the existing academic literature on customer satisfaction to ensure that results are contextualised and discussed in an informed manner.
You will formalise your response to this brief in a written report of 2500 words.
