Customer Satisfaction in a dining consumption in a restaurant

This report discusses the topic of customer satisfaction in dining consumption in a restaurant context in Australia. It analyzes four scholarly articles to determine the main aspects, themes, differences, and limitations in the study. The report highlights the importance of food and service quality in shaping customer satisfaction in dining restaurants.

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Management
4/3/2019

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Customer Satisfaction in a dining consumption in a restaurant
The report brings about the discussion on the aspect or topic of the assignment,
‘Customer satisfaction of dining consumption in a restaurant context in Australia’.
The purpose of the restaurants or industry is to provide the food and drinks, to the
customers around the world. In addition, the purpose of the Australian restaurants
has described in terms of need of fulfilment of human need of connection, thus
shaping the social relations with the individuals (Ting et al., 2019). Thus, the report
will conduct an analysis of the topic, given through using the four literature or
scholarly based articles highlighting the main aspects, themes, differences, or
limitations in the study. Hence, the discussion will consist of the major abstract of
four articles, and their analysis determining the customer satisfaction in dining
restaurant.
Summary of the articles
Service Clues Influence on customers’ dining restaurants in Fine dining
Restaurants
In context to the restaurant industry, it has been analysed that the customer
satisfaction, attitude, and perceived value towards the dining consumption is
important. The customer satisfaction is one major aspect in any restaurant or hotel,
and there are numerous factors, which tend to affect their satisfaction levels. These
factors may include good taste, values, restaurant cleanness, and the service. These
factors affect a customer, which further determines their loyalty towards visiting the
place. In context to the country, Australia has nearly 85,000 places to eat and around
22,000 restaurants (Sultan, Wong and Sigala, 2018).
The first article stated about the quantitative aspect of the assessment over the
restaurant industry within Australia. The authors, Garg& Amelia (2016) stated about
the aspects of customer satisfaction in the hotel or restaurant industry, stating that it
is the combined factor of physical atmosphere, employee performance, and food
excellence. As they have found through their survey using the data from
questionnaire that dining experience is significant for both, customers and

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restaurants. The data has obtained through a form of questionnaire surveying
around 150 respondents. The results of the survey included that the customer
satisfaction was major impact of the better food quality. Therefore, one major aspect
here was the food quality, which was emphasized (Ali, Kim and Ryu, 2016).
Impact of service and food quality on customer satisfaction among
generation Y for Fast food restaurant in Malaysia.
To summarise about the second article that provides a review of the service and
food quality significance within industry at Malaysia. Here, the authors stated
customers emphasized more on the aspect of cleanliness than the food quality to be
taken into consideration. Cleanliness of bathing area especially was more important
for them, as this found as one major problem in the dining consumption of the
Australian restaurants. Through this aspect, they understood that service quality is
more important than the food quality and it must be maintained (Ting et al., 2019).
The above discussion has stated about various studies i.e. quantitative, qualitative,
therefore, further discussion will be based on the application of the theory. In this
context, third article has used in context to the theory linked to the concept of
Customer satisfaction in the restaurant industry in Australia. CSAT is the customer
satisfaction theory, which is defined to be the key performance indicator, stating
about the level of customer satisfaction. The theory of customer satisfaction or buyer
behaviour has applied in the study. It was proposed in the 1950s to explain the
relationship between customer satisfactions in restaurants. Here, in this study the
focus has been on the participants or group, of customers within restaurants in
Malaysia (Garg and Amelia, 2016).
The study was conducted on various respondents or customers, around 450 in
number located in nine different places. The results of the survey revealed that the
customer’s expectation led to a major issue shaping their loyalty towards any
particular restaurant. Thus, study depicted the application of the theory of buyer
behaviour in context to the Australian restaurants. Hence, it mentions that higher the
quality of food service, higher is the perceived customer satisfaction level (Nguyen et
al., 2018).

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Selection attributes and satisfaction of ethnic restaurant customers: a
case of Korean restaurants in Australia
Now the discussion will be further made to analyse the customer satisfaction levels
in the Australia. This will consist of the assessment through a survey conducted on a
wide range of individuals, in the form of questionnaire, and other participants.
According to the author Min (2016) an assessment has been conducted on the
selection attributes and satisfaction of ethnic restaurant customers, i.e. the case of
Korean restaurants in Australia. However, a negative aspect has also observed
which was gender difference or issue while delivering services to different people
according to age. This was a major limitation under this case, which needs to be
resolved (Min, 2016).
Influence of Restaurant Attributes towards Perceived Value and
Customer Overall Satisfaction at Casual Dining Restaurants in Klang
Valley
According to the Ahmad et al (2017), it has stated that the casual dining restaurants,
has become popular amongst the urban population within Malaysia. Therefore,
authors through their study revealed that around 682 usable responses have
obtained from the customers experience in Klang valley. The study mentioned
casual dining has been a growing sector, which depicts the positive or significant
growth of the food industry. In this quantitative approach was adopted, and the
method of survey questionnaire has been used in this study.
Analysis of the four articles
The discussion will now include the review of the articles used in the above
discussion, focusing on different aspects i.e. quantitative, qualitative, mixed, and the
other theories. Therefore, this section will assess the differences, similarities, and the
aspects determining the limitations and recommendations from the study.
Discussing about the themes of all these articles, it has been analysed that all the
four articles with different research designs focused on the element of food quality.
Moreover, one major element has been the food quality and service quality, which

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shapes the customer experiences in the dining restaurants in Australia (Omar, Ariffin
and Ahmad, 2016).
The differences in these articles have stated as one of the articles has mentioned
limitations, in terms of gender, which differentiates the delivery of services.
Moreover, it has been analysed that in some of the restaurants within Australia, there
has been a focus on the environment, cleanliness, which facilitates the quality of
services by their staff members. Apart from the gender difference, the problem was
observed in context to the education level, wherein the differences was only in the
menu. Therefore, the research conducted on the customers through these
restaurants has stated well the aspects of customer satisfaction in dining (Lee,
Sardeshmukh and Hallak, 2015)
To state about the food type or typical food to be used in the country, it has found
that Aussie barbecue is with sausages, burgers, steak, fresh seafood, bread and
tomato or barbecue sauce. This is considered as major Australian typical food, which
assures respecting the traditions of the people living in different regions (Jawabreh et
al., 2018).
To provide future directions or recommendations to the restaurants, it has found that
focusing on improvement of the staff is one major aspect. It states that people or
staff must be given proper education, or training towards delivering effective
services, to the customers in the fine-dining restaurants staff needs to be informed to
practice healthy relationships with customers. Thus, providing quick services to the
customers at a wide range level in food quality, menu variety, and presentation of the
food. It affects the cleanliness, and hygiene of the restaurant and ambience, and
influences the level of customer satisfaction (Majid et al., 2018).
The review of the literature shows the aspect of dining restaurants and their leading
impact on the customer satisfaction. The customer satisfaction and loyalty are the
two elements that are important under the restaurant industry in Australia (Nguyen et
al., 2018). Discussing about the Australian restaurants, it has been analysed there are
several aspects that measures the service quality within Australian restaurants. It
includes the level of satisfaction of personnel working in the firm, as it finally
influences their commitment towards customer and service delivery in the
organisation (Lee, Hallak and Sardeshmukh, 2016).

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Quantitative, qualitative, and other research designs and methods are helpful to
analyse the different aspects of any industry. The limitations in these studies have
revealed in manner that the some authors has stated well about the importance of
the food quality in restaurant. Other issues have found in context to the restaurant
industry within Australia, as the populations within country have focused towards
making choices in their food. However, some has lacked explaining the aspect that if
people do not focus on the food quality, it will surely affect their revenues and profits
in the long-term.
To conclude the above discussion it has been analysed that the restaurants
considered a major factor in the industries across various countries. The assignment
has stated four different studies through research using different research designs,
i.e. qualitative, quantitative, mixed, and use of theory related to customer
satisfaction. Therefore, Australian restaurant industry represents as one of the
emerging and growing industry, increasing the engagement of customers around the
world. This has illustrated through the survey on different people, or customers and
asking their reviews about their experiences. It further led to an effective assessment
of the future directions or suggestions to be considered for improving the customer
satisfaction. Hence, it has been analysed that the customer’s satisfaction has been
one important aspect needs to be undertaken into consideration to assess the
performance of restaurants.

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References
Ali, F., Kim, W.G. and Ryu, K. (2016) The effect of physical environment on
passenger delight and satisfaction: Moderating effect of national identity. Tourism
Management, 57, pp. 213-224.
Garg, A. and Amelia, M. (2016) Service Clues’ Influence on Customers’ Dining
Experience in Fine Dining Restaurants. Asia-Pacific Journal of Innovation in
Hospitality and Tourism APJIHT, p. 91.
Jawabreh, O., Al Jaffal, T., Abdelrazaq, H. and Mahmoud, R. (2018) The Impact
of Menus on the Customer Satisfaction in Restaurants Classified in Aqaba Special
Economic Zone Authority (ASEZA). Journal of Tourism, Hospitality and
Sports, 33, pp. 29-39.
Lee, C., Hallak, R. and Sardeshmukh, S.R. (2016) Drivers of success in
independent restaurants: A study of the Australian restaurant sector. Journal of
Hospitality and Tourism Management, 29, pp.99-111.
Lee, C., Sardeshmukh, S.R. and Hallak, R. (2015) Innovation as a driver of
performance in the Australian restaurant industry. CAUTHE 2015: Rising Tides
and Sea Changes: Adaptation and Innovation in Tourism and Hospitality, p.224.
Majid, M.A.A., Samsudin, A., Noorkhizan, M.H.I., Zaki, M.I.M. and Bakar, A.M.F.A.
(2018) Service Quality, Food Quality, Image and Customer loyalty: An Empirical
Study at a Hotel Restaurant. INTERNATIONAL JOURNAL OF ACADEMIC
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Min, K.H. (2016) Selection attributes, and satisfaction of ethnic restaurant
customers: a case of Korean restaurants in Australia. International Journal of
Tourism Sciences,16(4), pp.151-169.
Nguyen, Q., Nisar, T.M., Knox, D. and Prabhakar, G.P. (2018) Understanding
customer satisfaction in the UK quick service restaurant industry: The influence of
the tangible attributes of perceived service quality. British Food Journal, 120(6),
pp.1207-1222.

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Omar, M.S., Ariffin, H.F. and Ahmad, R. (2016) Service quality, customers’
satisfaction, and the moderating effects of gender: A study of Arabic
restaurants. Procedia-Social and Behavioral Sciences, 224, pp.384-392.
Sultan, P., Wong, H.Y. and Sigala, M. (2018) Segmenting the Australian organic
food consumer market. Asia Pacific Journal of Marketing and Logistics, 30(1),
pp.163-181.
Ting, H., Fam, K.S., Hwa, J.C.J., Richard, J.E. and Xing, N. (2019) Ethnic food
consumption intention at the touring destination: The national and regional
perspectives using multi-group analysis. Tourism Management, 71, pp.518-529.