Factors Influencing Overall Restaurant Satisfaction (Research Paper Sample)
The aim of this assignment is for you to practise using SPSS to analyse data. You should
attempt each of the questions detailed on the following pages using the required textbook as
your guide. You will need to have read through the required textbook first to familiarise yourself
with its contents and to revise the various statistical procedures covered.
Given the data file, you will be asked to run SPSS analysis. For a number of the questions in this
exercise you are required to run the SPSS analysis, interpret the result and report the results.
These should be formatted as you would present them in a marketing research report. Details on
how to structure a report are available on AUTonline.
You will be marked down for a high similarity score in Turnitin.
A market researcher is interested in the factors contributing to overall restaurant satisfaction
from regular patrons. Participants in this study evaluated theircurrent satisfaction regarding 8
different attributes along a 7-point scale (1= very poor, 7 = very excellent). In addition, they also
evaluated the overall attitude toward the restaurant along three 7-point scales (1= not at all
good/very negative/not at all happy, 7 = very good/very positive/very happy).
* Based on your class number (you could check it from this document), please delete 1 case
depending on your class number. (For example, if your class number is, say, 3, then you MUST
delete case ID 3; if your number is 14, then delete cases 14). Therefore, everyone has a different
data file and will have a different outcome.
** Please provide alternative hypothesis/hypotheses.
Part A (10 points)
1. Please check the reliability of the three measurements for the overall attitude toward the
restaurant (10 points). [Based on the result, please make a new variable of ‘the overall
satisfaction of the restaurant’ by calculating the mean for further analysis]
Part B (10 points)
2. Please compare the overall satisfaction of the restaurant [ =the new overall satisfaction you have
computed] among four groups of different ‘distance’(use Tukey for post-hoc analysis).Comment
on any statistically significant difference among groups. (10 points)
-2-
Part C (20 points)
Part C-1. [15 points]
Conduct a regression analysis where the dependent variable (DV) is the new overall satisfaction
you have computed, and the independent variables are 8 attributes (Rest_01to
Rest_08). Tell the story – interpret/report the results making sure you include:
a. Checking for any multi-collinearity problems
b. Identifying the significant and insignificant attributes variables
c. Identifying the importantand unimportant attributes variables
Part C-2. [5 points]
Provide a strategic guide based on the results of the regression analysis based on the evaluation
and importance grid. Explain what attributes should be attended to first and explain why.
AN ANALYSIS OF FACTORS INFLUENCING OVERALL RESTAURANT SATISFACTION
STUDENT NAME:
STUDENT ID:
INDIVIDUAL NUMBER: 7
EXECUTIVE SUMMARY
Satisfaction in the service sector is paramount to achieving best results. The current study was undertaken with an aim of assessing factors that influence the level of satisfaction among patrons. The analysis was conducted making use of a sample of 230 respondents. The results revealed that on average most patrons were somehow happy, the services were moderately good, and their attitude was thus somewhat positive. Overall, the patrons were indifferent about the satisfaction level. In addition, the analysis showed that there exist a significant difference in the level of satisfaction among patrons covering different distances from home to the restaurant. Besides, marketing communication, cleanliness, service quality, and price quality have an influence on the level of satisfaction. Thus, ranking the factors in order of importance, policy attention should be in the order of quality, cleanliness, marketing communication, and finally price of foods. The author recommended putting in place internal control systems that are technologically improved to improve service provision. In addition, the restaurant should employ professional cleaners. Also, the restaurant should embrace use of ICT tools and social media platforms, and considerations on pricing of their product should be employed more specifically making use of strategic pricing.
PART A: RESULTS AND DISCUSSION
To test for reliability of a variable, Wooldridge (2016) proposes use of frequencies, means and deviations to assess overall response. The analysis in table 1 showed that overall satisfaction according to the patrons was moderately good (34.3%). About 27% of the patrons were indifferent about the satisfaction levels, although a good number (21.3), felt the satisfaction levels were good.
Table 1: overall satisfaction 1
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
not at all good
2
.9
.9
.9
somewhat good
4
1.7
1.7
2.6
slightly good
20
8.7
8.7
11.3
Neutral
62
27.0
27.0
38.3
moderately good
79
34.3
34.3
72.6
Good
49
21.3
21.3
93.9
very good
14
6.1
6.1
100.0
Total
230
100.0
100.0
From the results shown in figure 1 below, patrons are generally satisfied and felt the services were moderately good as shown on the figure below that is normally distributed.
Making use of the attitude patrons had, table 2 showed that most of them (36.1%) were somehow positive about the satisfaction levels in the restaurant. About 27% of them were indifferent, while 22.2% of them were positive about the restaurant services.
Table 2: overall satisfaction 2
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
very negative
2
.9
.9
.9
somewhat negative
3
1.3
1.3
2.2
Negative
19
8.3
8.3
10.4
Neutral
62
27.0
27.0
37.4
somewhat positive
83
36.1
36.1
73.5
Positive
51
22.2
22.2
95.7
very positive
10
4.3
4.3
100.0
Total
230
100.0
100.0
The distribution of their responses were normally distributed as shown on figure 2 below and on average, the patrons had a generally positive attitude towards the services offered in the restaurants.
Further analysis assessing whether the patrons were happy with the services were shown in table 3 below. The results showed that about 74.3% of them were indifferent, 10.9% were somehow unhappy, while 9.6% of them were somehow happy.
Table 3: overall satisfaction 3
Frequency
Percent
Valid Percent
Cumulative Percent
Valid
not at all happy
2
.9
.9
.9
Unhappy
1
.4
.4
1.3
somehow unhappy
25
10.9
10.9
12.2
Neutral
171
74.3
74.3
86.5
somehow happy
22
9.6
9.6
96.1
Happy
6
2.6
2.6
98.7
very happy
3
1.3
1.3
100.0
Total
230
100.0
100.0
Further analysis as shown in figure 3 below showed that the patrons were generally indifferent and thus did not really know if they were happy or unhappy about the services at the restaurant.
The results of all the three satisfaction levels exhibited a normal distribution an indication that the sample means would be generalised to the whole population. Thus, analysis of the overall satisfaction of the restaurant was assessed. Overall satisfaction given by the mean of each response case was computed and the diagnostic procedures determined. The results in table 4 showed that on average, the patrons felt moderately good, they were somehow positive, and somehow happy about the services of the restaurant. The results showed no skewness and thus can be applied and generalisation made to the fact that the satisfaction levels of the restaurant are generally good.
Table 4: Descriptive Statistics
N
Minimum
Maximum
Mean
Std. Deviation
Skewness
Statistic
Statistic
Statistic
Statistic
Statistic
Statistic
Std. Error
mean on overall satisfaction
230
2
7
4.55
.757
.156
.160
Valid N (listwise)
230
The distribution of the responses as shown on figure 5 below were normally distributed. The results indicated that the patrons were generally satisfied with the services offered at the restaurant. Similar results were reported by Gupta et.al, (2007) where customers showed a neutral satisfaction level.
PART B: RESULTS AND DISCUSSION
Hypothesis
Ho: µ= 0; there exist no significant difference in the level of satisfaction among patrons covering different distances from home to the restaurant.
Ha: µ≠ 0; there exist a significant difference in the level of satisfaction among patrons covering different distances from home to the restaurant.
ɑ= 5%
Results and discussion
Analysis o...
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