Business Intelligence Research Project 2022

Running head: BUSINESS INTELLIGENCE RESEARCH PROJECT
BUSINESS INTELLIGENCE RESEARCH PROJECT
Name of the student
Name of the university
Author’s note

1BUSINESS INTELLIGENCE RESEARCH PROJECT
Literature review
As per the study conducted by Nezakati, Kuan and Asgari (2011), there are several factors
that influence the business of a restaurant. The study focusses on a developing economy that how
an increase in the income level of people increases the demand for more varieties in fast food.
The changing trend of the market necessitates the existing businesses and upcoming businesses
to be more innovative and adopt changes so that they do not lose their existing and loyal
customers. The customer loyalty affects the perception of customers towards fast food
restaurants. The management of the organization can use this information for developing new
plans so that market competitions can be defeated.There are several factors which generates
customer loyalty towards the fast food restaurant but brand trust, customer satisfaction and the
food quality are the most dominant factors among them.There is no direct method for increasing
customer behavioral intention other than providing better service quality. The behavioural
intentions of the customer can only improve by improving customer satisfaction.The success of a
restaurant depends on its performance and its customer's viewpoint and review about its service
(Namin, 2017).The customer satisfaction can be improved by improving food quality, service
quality and price value ratio (Lehtinen and Lehtinen1991). The service quality has three elements
which are: service quality, corporate quality and the interactive quality. If company wants to
increase the service quality, it has to focus on all these three elements. The performance of a
restaurant is influenced by many factors and creates a negative service environment. The key
factors are ambience, food quality, service quality, and value on consumers (Karki and Panthi
2018).The service quality, food quality, value of money and ambience as the factors which affect
the customer experience (Sukhu, Bilgihan, and Seo 2017).Moreover, there are three other factors

2BUSINESS INTELLIGENCE RESEARCH PROJECT
which can improve the customer experience in the boutique restaurant which are, creation,
consumption and contestation (Chang, 2017).
Definition of key constructs
Product/service quality- It is the sum total of all the features of a product or service which that
are developed to meet the expectation and requirements of the consumer.The product quality is
achieved when the finished product is suitable for use by the customer. The definition of the term
remains vague as it is as per the expectation of the intended
users(Esmaeilpour,Mohamadi&Rajabi, 2016).
Ambience – It means the atmosphere of business like a restaurant. The peaceful environment of a
restaurant depends on the lightings, music, cleanliness, interior decoratives etc. The atmosphere
and environment of the restaurant can impact the experience of the customer while dining in the
restaurant.Several restaurants invest in improving the ambience aspect. It influences the success
of the restaurant because it affects the the willingness of the customers to invest their time and
money in the restaurant. It also affects the behavioural intentions after the dining
experience(AbuThahir&Krishnapillai, 2018).
Value of food - the food value is the measure of nutritional contents of the food. Vlue of food
determines the level of satisfaction of the consumer (Farooqui&Alwi, 2019). The consumer’s
intensions for buying food depends on the budget constraints. They measure the
nutritional value of the food with the price paid by them and determines whether the food
is good value for money spent or not.The value of food and the value for money are the
relationship between the expected quality and price of the food.