Factors Affecting Behavioral Intention of Consumers in Boutique Restaurants

This research aims to understand the factors affecting the future behavioral intention of consumers in boutique restaurants. The questionnaire includes questions on demographics, physical atmosphere, servicescape, dining experience, and authenticity perception. The report discusses the structure of the questionnaire and the steps involved in its development.

BUSINESS RESEARCH METHOD
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Table of Contents
Introduction................................................................................................................................3
Questionnaire.............................................................................................................................3
Report.........................................................................................................................................8
Introduction................................................................................................................................8
Discussion..................................................................................................................................8
Structure of the questionnaire.................................................................................................8
Steps involved in developing questionnaire...........................................................................9
Conclusion................................................................................................................................10
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Introduction
Purpose of this research of The Restaurant and Catering Association of Australia is to
develop clear understanding of factors such as, empathy, servicescape, dining experience and
authenticity perception that affect future behavioral intention of consumers.
Questionnaire
1. What is your age?
18-25 years 26-35 years 36-45 years Above 50 years
2. What is your gender?
Male
Female
3. What is your monthly income?
Below 2500 AUD
3000-5000 AUD
6000-8000 AUD
Above 10000 AUD
4. Are you a customer of boutique restaurant?
Yes
No
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5. How many times did you visit boutique restaurant within a month?
One to two times
Two to five times
More than five
6. What do you like the most regarding physical atmosphere of boutique restaurants?
7. Do you ever have communicated with staffs of restaurant for being involved with
their work?
8. Do you agree that servicescape of a boutique restaurant impacts on behavioral
intention of customers?
Strongly agree
(1)
Agree (2) Neutral (3) Disagree (4) Strongly
disagree(5)
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9. Do you ask your friends and families before choosing restaurant?
Yes
No
10. What kind of service do you prefer to have in a Boutique restaurant?
11. Did you unique dishes offered by boutique restaurant increases your satisfaction
rate?
Yes
No
12. If answer of question 11 is ‘yes’, then explain how it impacts on your future
purchase decision?
13. Which are the reasons besides eating out to visit boutique restaurants?
Dating
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Hang out
Status symbol
14. Do you agree that dining experience influence you to revisit boutique restaurants?
Strongly agree
(1)
Agree (2) Neutral (3) Disagree (4) Strongly
disagree(5)
15. How service quality of boutique hotel impact on your potential behavioral intention?
16. Are you able to emphasize core concept of boutiques hotels?
Yes
No
If yes, then to what extent?
17. How does authenticity perception influence your involvement with restaurants?
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18. How do you measure your dining experience at boutique restaurant?
19. Do you ever try to know background of boutique restaurant to emphasize their
concept?
Yes
No
20. What are the special facilities of boutique restaurants in Melbourne that drive you
to revisit?
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Report
Introduction
Empathy, servicescape, and perception of customers regarding authenticity are important
factors that affect development of dining experience of customers. Lack of research on this
perspective is the main reason behind knowledge regarding these factors. The Restaurant and
catering association of Australia is conducting survey with the help of a questionnaire to
address this topic.
Discussion
Structure of the questionnaire
Questionnaire on the provided management problem is dimensions of different factors like
servicescape, perception of customers and empathy in forming a proper dining experience in
a boutique restaurant. Different questions are asked regarding these management issues by
adopting quantitative research style. Different types of questions are included in this survey
that can help to gain a better understanding of the management problem.
A brief introduction is given at the beginning of the questionnaire that can help respondents
to understand the theme of the survey. Hence, proper answers can be given by them and this
introduction can help in setting the tone. Demographics section of questions is included for
gathering information regarding respondents. This includes age, monthly income, and gender
of respondents. This information can help gain knowledge regarding the age group that is
most attracted to boutique restaurants. Questions regarding the management problem started
with a general question that asks if respondents are customers of boutique restaurants or not.
If they are customers of boutique restaurant then they can be selected for answering other
questions in this survey.
Both open and close-ended questions are included in this survey that can help to gain in-
depth knowledge regarding this study area. Detailed view of customers regarding various
factors like empathy, servicescape and its impact on behavioral intention can be understood
in a proper way. Questions are structured on the basis of different dimensions like empathy,
servicescape and authenticity perception. This will help to access the ability of these factors
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to generate consumer loyalty and increase purchasing intention in future. Likert scale is also
used in some close-ended questions that can help to gather customer views regarding this
subject matter. This is agreeing and disagree scale, which is given to customers that can
enable them to respond to each dimension. In this survey, Likert scale is given a score for
each scale that ranges from 1 to 5.
Some questions in this questionnaire are left open-ended that can help respondents to give
their view in a detailed way. Close-ended questions contain pre-assumed answers that limit
customers while giving their view. However, here open-ended questions are included
regarding different factors like service quality of boutique hotels. Hence, they can write their
view in detail that can help researchers to assess perception of customers. At the end of this
questionnaire view from customers are asked regarding facilities of boutique restaurants.
Answers regarding this question can help management of restaurants to get an idea regarding
different needs of customers. Therefore, different views from customers can act as a
recommendation for management of restaurants. This survey has been tried to make visually
appealing by asking only one question per line. Moreover, different options are given under
each close-ended question that can increase satisfaction of respondents. In addition, similar
questions are grouped together in this questionnaire. While structuring the questionnaire,
asking personal questions are avoided.
Steps involved in developing questionnaire
This questionnaire has been formed for gathering relevant as well as valid information
regarding factors that affect behavioral intention of customers of boutique hotels. Before
development of this questionnaire, research has been conducted for understanding gaps of
previous researches. Key factors such as, empathy, servicescape, authenticity perception, and
dining experience have been understood. It has been understood that these factors influence
decision of people to revisit in boutique restaurant. Boutique restaurant offers unique type of
food to its customers. However, it has been found that lack of involvement of customers on
the business operation of boutique hotel influences their decision to revisit the restaurant.
After that, it has been decided that questions of survey will be based on each of the identified
management problems. At the beginning of the questionnaire, demographic questions have
been set. These questions are able to reflect eligibility of consumers, who will be considered
as respondents for this survey. In this step, we have considered a mix of close and open-
ended questioning style. Discussion on this decision has generated a conclusion, which
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postulates its effectiveness. For example, we have understood that open-ended questions will
provide opportunity to consumers to explain their perspective towards boutique hotels. Close-
ended questions have been made to gather response of consumers on particular option areas.
Then, it has been decided that replicable scale is going to be used to form this questionnaire.
In this step, we have selected Likert scale as a replicable scale as many researchers have used
this scale in their researches and have considered this scale as valid and reliable scale of
survey. Using this scale, two questions have been formed. In this question, we are going to
allow respondents to provide rank from 1 to 5 for mentioning one of the options of their
choice.
Lastly, the questions along with their options have been cross-checked as this questionnaire is
the tool of survey by the Restaurant and Catering Association of Australia. Authenticity of
this questionnaire has been checked. In addition, overall grammar and construction of
sentence have been cross-checked for making it a perfect tool for data collection.
Conclusion
Structure and design of this questionnaire have been formed with after gathering knowledge
about the factors that affect behavioral intention of consumers of boutique restaurants. Proper
structure and design of a questionnaire are essential, which helps in achieving desired
objectives. It can be seen that quantitative research method has been adopted in this study and
survey questionnaire is structured. Both demographics and general questionnaire are done in
this survey. Open-ended and close-ended questions are done to gather in-depth knowledge
about the subject area. Likert scale has also been used as a replicable scale in this study,
which was used previously in different academic literature for gaining information regarding
consumer behavior.
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