Business Research Methods: Fine Dining Experiences and Customer Satisfaction

This article collection and structured abstract reviews the topic of fine dining experiences in context of restaurant and its relation with customer satisfaction. The review is accomplished through the works of Shahzadi et al., Lu and Christiana Geng-qing Chi, Ma, Qu and Eliwa and Basil and Basil. The article discusses the theoretical concept, common themes, different themes, study limitations and future research directions.

Business Research methods
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Running head: BUSINESS RESEARCH METHODS

BUSINESS RESEARCH METHODS
Article Collection & Structured Abstract
Theoretical concept the articles relate to:
List of reviewed articles:
Conceptual article
(proposed theory) Basil, M. D., & Basil, D. Z. (2009). Reflections on ultra-fine dining
experiences.
Quantitative
article
Ma, E., Qu, H., & Eliwa, R. A. (2014). Customer loyalty with fine
dining: The moderating role of gender. Journal of Hospitality
Marketing & Management, 23(5), 513. Available at
https://search.proquest.com/docview/1541795851?accountid=30552
Qualitative article Lu, L., & Christina Geng-qing Chi. (2018). An examination of the
perceived value of organic dining. International Journal of
Contemporary Hospitality Management, 30(8), 2826-2844.
doi:http://dx.doi.org/10.1108/IJCHM-05-2017-0267
Mixed method
article Shahzadi, M., Malik, S. A., Ahmad, M., & Shabbir, A. (2018).
Perceptions of fine dining restaurants in pakistan. The International
Journal of Quality & Reliability Management, 35(3), 635-655.
Available at https://search.proquest.com/docview/2023913906?
accountid=30552
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BUSINESS RESEARCH METHODS
Structured Abstract
The current structured abstract will help in reviewing the topic of fine dining experiences in
context of restaurant and its relation with customer satisfaction. The review will be accomplished
through the works of Shahzadi et al., Lu and Christiana Geng-qing Chi, Ma, Qu and Eliwa and
Basil and Basil.
Brief Summary of the theory
Fine dining restaurants are defined as the restaurants which offer full table services with an
improved food and beverage menu. The fine dining segment has witnessed stable growth in the
last decade and currently is responsible for close to 10% of the overall industry sales. Customer
loyalty is considered as a vital factor for the contant success of fine-dining restaurants. It is
estimated that an increase in 5% in customer loyalty will contribute to increase in margin of
profit in the range of 25% to 85%. The study conducted by Basil and Basil (2009) is considered
very important in context of fine dining experiences, the vitality of hedonic consumption and
customer satisfaction in context of fine dining experiences. As stated by Basil and Basil (2009)
the theory states that within the frame of value whether the restaurant is successful in meeting the
expectations provides the most important criteria in order to interpret the experience, a finding
constant with service quality literature which reflects that individuals mostly perceive
experiences related to their expectations.
Discussion of common themes
There are various common themes which have observed in the research paper which are being
analysed in the current report. The first common theme which has been identified in the current
report is that in case of fine dining experiences, improved service quality help in the creation of
satisfied customers and builds their behavioural intentions related to after dining which creates a
word of mouth in positive fashion (Lu and Christina Geng-qing Chi 2018). The other common
theme which has been identified in all the papers is that there is a relationship between perceived
values and dining outcomes. The other common theme was has been identified in all the three
articles is that the importance regarding image of restaurant for developing customer loyalty can
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BUSINESS RESEARCH METHODS
be as a result of the fact that customers of fine dining restaurants seek for experiences which can
be termed as prestigious in nature and which are co-created as a result of fine food, service,
decoration and atmosphere (Ma, Qu and Eliwa 2014). The other common theme which has been
identified in all the reviewed papers is that in restaurant context, which are considered as
important pre-cursor of customer loyalty and satisfaction such as quality of food, quality of
service of the employees, image of restaurant and customer satisfaction. (Shahzadi et al.2018)
Discussion of different themes
There have been various different themes which has been raised by three reviewed articles,
which helps in gaining a diverse idea regarding dining experiences in restaurant context and
customer satisfaction.
One of the unique themes which have been identified in the current report is that in context of
restaurant business, the evolution of dining which is organic in nature is primarily driven by the
wish of the restaurants for fulfilling the complex needs and wants of the customers related with
the consumption of organic foods. (Lu and Christina Geng-qing Chi 2018).
Another unique theme which have been identified in the current report is that quality of food and
service offered by the restaurant staffs majorly influenced the perceptions of the customers in
context of the image of the restaurants which states that the image of the restaurants is not only
reflected through tangible physical attributes such as design of the exteriors of the hotel and
decoration of the interior of the restaurants but also demonstrted from soft employee service.
(Ma, Qu and Eliwa 2014)
Another unique theme that have been identified after the analysis of the articles is that the
behavioural intentions of the customers only builds with restaurants, when they actually are
impressed with the key restaurant attributes quality. (Shahzadi et al.2018)
Another unique theme which has been identified from the analysis of the articles is that other
than social attention and escapism, the various dimensions of value are important determining
factors of behavioural intention not-withstanding the segment.
Discussion of study limitations
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BUSINESS RESEARCH METHODS
There are various limitations which have discussed in the above mentioned papers which have
impacted the efficiency of the research conducted by the authors.
One of the limitations of the research conducted by Shahzadi et al. is that it is cross-sectional is
nature and therefore improvements regarding quality could have been measured if the data
regarding the research was collected at different points of time. Another limitation of the study is
that it measured the key services offered by the restaurants along with only four dimensions
namely quality of food, quality of service, quality of atmospherics and fairness and authenticity
in price. Another limitation of the study is that it has been conducted in major cities of the
country, namely Islamabad and Rawalpindi. (Shahzadi et al.2018)
One of the limitations of the research conducted by Lu and Christiana Geng-qing Chi. is that the
study reflects the behavioural intentions of the diners’ over time instead of an instant onsite
response triggered as a result of their their meal experiences. Another limitation of the study is
that the study considers the difference between different segments of restaurants. The other
limitation of the current study is that the respondents of the survey were US consumers and
therefore the results of the research can differ if it was conducted in some other cultural
environment. Another limitation of the study is that the online surveys are subject to various
factors which can differ in various situations and therefore the answers may represent less of
diners’ decision making over time.
One of the limitations of the research conducted by Ma, Qu and Eliwa is that the study used
convenient sampling methods which could limit the genera ability of the research findings. The
other limitation of the research is that the research used cross-sectional data and as a moderating
factor, gender was used. (Lu and Christina Geng-qing Chi 2018).
Discussion for future research
The future research direction was has been proposed in the research conducted by Shahzadi et al.
is that restaurant services should be measured with separate dimensions such as innovation in
service and responsiveness in service in addition to the above mentioned four dimensions of
restaurant services. Another future direction which has been stated in the paper is that the future
research should be conducted on other small cities of Pakistan, instead of major cities. (Shahzadi
et al.2018)
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BUSINESS RESEARCH METHODS
The future research direction which has been proposed in the research conducted by Lu and
Christiana Geng-qing Chi. is that future research should indulge in collecting data which are
multi-wave in nature for addressing the shortcomings which are associated with the current
techniques of data collection and also to develop the understanding regarding how the perceived
value of organic dining helps in influencing the loyalty of the patrons’ over a time period. The
other future research direction which has proposed in the research is that the research in the
future should explore customers’ value perception across different types of cultures as awareness
of brand and trustworthiness play an important part in behavioural dynamics of the customers.
The future research direction which has been proposed in the research conducted by Ma, Qu and
Eliwa is that research topics in future can focus on conducting surveys on a great basis and with
greater sample of representatives for improving the application regarding the study. The other
future research direction which has been proposed in the current research is that future research
should use alternatives variables of demography such as age group, level of education, cultural
groups and customer lifestyle and status as moderating factor of research instead of gender. (Ma,
Qu and Eliwa 2014)
References
Basil, M. D., and Basil, D. Z. (2009). Reflections on ultra-fine dining experiences. Gower
Publishing limited, England
Lu, L., and Christina Geng-qing Chi. (2018). An examination of the perceived value of organic
dining. International Journal of Contemporary Hospitality Management, 30(8), 2826-2844.
doi:http://dx.doi.org/10.1108/IJCHM-05-2017-0267
Ma, E., Qu, H., and Eliwa, R. A. (2014). Customer loyalty with fine dining: The moderating role
of gender. Journal of Hospitality Marketing & Management, 23(5), 513. Retrieved from
https://search.proquest.com/docview/1541795851?accountid=30552
Shahzadi, M., Malik, S. A., Ahmad, M., and Shabbir, A. (2018). Perceptions of fine dining
restaurants. The International Journal of Quality & Reliability Management, 35(3), 635-655.
Retrieved from https://search.proquest.com/docview/2023913906?accountid=30552
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