A brief report on Research

This report provides an overview of research on the impact of servicescape, authenticity perception, dining experience, and empathy on customer future behavioral intention with respect to boutique restaurants. It includes a literature review, the structure of the questionnaire, and the steps in the questionnaire designing procedure.

Running head: RESEARCH
A brief report on Research

RESEARCH 2
Table of Contents
Introduction.................................................................................................................................................3
Literature Review........................................................................................................................................3
The Structure of the Questionnaire..............................................................................................................4
Step in Questionnaire Designing Procedure................................................................................................5
References...................................................................................................................................................7
Appendix.....................................................................................................................................................8

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Introduction
Servicescape is a key example of the physical environment that is significant to assess the
perception as well as, the future behavior of consumers. It is also effective related to consumers
for evaluating the quality of services along with this; it is significant in providing a higher extent
of customer satisfaction in services. There is a lack of investigations that examines the
association generally as well as, with respect to boutique restaurants, Melbourne. This
investigation emphasizes on different factors that may affect the shopping behavior of consumers
like servicescape, authenticity perception, dining experience, as well as, empathy, which
influences customer future behavioral intention with respect to boutique restaurants. The
consumer wants to spend maximum time in the upscale restaurant as compared to outlets offast
food because they feel that physical environment of upscale restaurants is used for longer
durationas well as, it can highly affect the service experience (Kaminakis, et. al., 2019).
It is a type of diningexperience in which respondents perceive dining experience competitively
as well as, excessively with the purpose of demonstrating and recommending superiority in
social as well as, economic classes. In modern times, there are different factors that affect the
consumer perception such as ambient condition, symbols,andartifacts, as well as, spatial layout,
signs, functionality (Wijaya, et. al., 2017).
Literature Review
As per view of De Vries and Go (2017), the physical atmosphere is a significant determinant
regarding the behavioral intention of customers while service is mainly for hedonic intentions.
Along with this, consumers spend sensible to longer time in physical environments. With respect
to boutique restaurants in Melbourne, consumers can spend long hours. The key foodservice
providing is related to standard quality in Boutique restaurants in Melbourne. However, pleasing

RESEARCH 4
as well as, delighting physical atmospheres is related to appearances of workforces, décor,
lighting as well as layout can be determined at a higher extent. It shows the extent of repatronage
as well as, overall satisfaction.
In contrast to this, Clemes, et al. (2018) evaluated that amount of timespent in facility affects the
degree to which, physical atmosphere such as, Servicescape affects the satisfaction and attitude
of the consumer towards the services. The physical environment can have little effect on service
encounters regarding comparatively short time period as in Boutique restaurants in Melbourne.
The extent of persuading the physical atmospheres about the consumer expectation could be
mainlyprominent when service can be consumed related to hedonic motives as compared to
utilitarian intentions. Furthermore, Hedonic consumption emphasizes on desire or emotional
attainment in against thefunctional worth through service experience. Due to the emotional
context, consumers of Boutique restaurants in Melbourne are likely to be more sensitive towards
the boutique restaurants atmosphere.
The Structure of the Questionnaire
Through the literature, employees focus on servicescape, empathy and customer perceptions in
offering dining services within Boutique restaurants in Melbourne. In current days, this type of
dining experience is essential, not only for prosperous individual as well as, celebrities but also,
for an individual who comes in economic class. This investigation was done for collecting the
data regarding impact of servicescape, empathy as well as, customer perceptions on involvement
of customer within restaurant. A questionnaire was developed as a tool to collect the data
through customers. In survey, the wealthy-looking individual was targeted as participants in
order to obtain a clear perception of the servicescape shopping (DiPietro, 2017).

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The questionnaires were categorized into three sections that includeclose-ended as well as, open-
ended types of questions, highly questioning regarding views as well as, experience of
participants on servicescapedining experience. Furthermore, first section involves data of
participants about servicescape they experienced. In next section, six questions are involved and
it was in both structures such as, close-ended as well as, open-ended. Moreover, open-ended
questions are used for offering chances to the respondent to offer their own responses apart from
those provided by investigator (Longart, Wickens, and Bakir, 2018). In the second section,
questions are considered in the form of Likert scale such as, from one i.e. strongly agree to five
i.e. strongly disagree. Moreover, these questions are related to dining experience and behavioral
intentions. In final, section 3 of questionnaire is intended to collect demographic information
about participants. The data involves such as gender, age, name, religion, race, as well as, phone
number. The private data of participants such as telephone number and name are also labeled
‘optional’ in order to keep trust about the confidentiality, as well as, privacy (Dave, and Tripathi,
2017).
Step in Questionnaire Designing Procedure
We have followed process regarding designing of the questionnaire. Initially, we have addressed
our investigation issues as well as, goals of the survey. In such a case, the issue was to assess
how empathy, servicescape, as well as, customer perceptions on authenticity are significant to
develop the dining experience associated with restaurant. Under the questionnaire introduction,
we have introduced the participants about research objectives. We then provided them the liberty
to ask for contact details and alteration in completion duration. In the first section, we have asked
with the participants regarding the servicescape. We have also made communication between
Servicescape subjects and their opinions regarding it (Djekic, et. al., 2016).

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Under section two, researcher has present questionnaire by using Likert scale that demonstrates
the opinion from one (strongly agree) to five (strongly disagree). Moreover, the questions have
relied on key topic as well as our purpose was related to pool data associated with dining future
behavior intention. In this way, our target population was individual who are healthy as well as,
our assumption was that more than half of participants will consider into the Servicescape
customers. Finally, we asked with participants regarding demographic information in last section
such as, gender, age, as well as, race factors related to interest. We completed by demonstrating
our genuine appreciation to participants for having volunteered in terms of filling the
questionnaire (Longart, Wickens, and Bakir, 2018).

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References
Clemes, M.D., Mohi, Z., Li, X. and Hu, B., 2018.Synthesizing moderate upscale restaurant
patrons’ dining experiences. Asia Pacific Journal of Marketing and Logistics, 30(3), pp.627-651.
Dave, K. and Tripathi, G., 2017. Service Quality and Customer Experience: The Key to Building
Sustainable Competitive Advantage in Fine Dine Restaurants. In The Indian Hospitality
Industry (pp. 217-248).Apple Academic Press.
De Vries, H.J. and Go, F.M., 2017.Developing a common standard for authentic restaurants. The
Service Industries Journal, 37(15-16), pp.1008-1028.
DiPietro, R., 2017. Restaurant and foodservice research: A critical reflection behind and an
optimistic look ahead. International Journal of Contemporary Hospitality Management, 29(4),
pp.1203-1234.
Djekic, I., Kane, K., Tomic, N., Kalogianni, E., Rocha, A., Zamioudi, L. and Pacheco, R.,
2016.Cross-cultural consumer perceptions of service quality in restaurants. Nutrition & Food
Science, 46(6), pp.827-843.
Kaminakis, K., Karantinou, K., Koritos, C. and Gounaris, S., 2019. Hospitality servicescape
effects on customer-employee interactions: A multilevel study. Tourism Management, 72,
pp.130-144.
Longart, P., Wickens, E. and Bakir, A., 2018. An investigation into restaurant attributes: A basis
for a typology. International Journal of Hospitality & Tourism Administration, 19(1), pp.95-123.
Wijaya, S., King, B., Morrison, A. and Nguyen, T.H., 2017. Destination encounters with local
food: The experience of international visitors in Indonesia. Tourism Culture &
Communication, 17(2), pp.79-91.

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Appendix
Questionnaire: Factors influencing customer future behavioral intention in the context of
boutique restaurants
A different individual has different behavioral intentions. Some may be influenced by service
quality while others may be dining experience. This questionnaire is intended for collecting the
data regarding dining experience and future behavioral intentions. Please provide sincere
responses tothe space given. The confidentiality of your responses is fully secured as well as,
respondents are voluntary. You have twenty minutes for completing the questions, although time
could be managed as per your request. Please ask for any doubts related to questions that you
have difficulty to comprehend and relate to your contact detail in case you require them. Your
feedback would highly supportive us in our investigation to assess the factors affecting customer
future behavioral intention in the context of boutique restaurants.
The questionnaire has categorized into three sections. Please provide answers to all questions of
each section.
Section 1
Servicescape:
(Please indicate to what extent you agree with the following statements on a scale of 1
(Strongly agree) to 5 (Strongly disagree).
1. Dining areas are meticulously clean………………………………………………………..
2. Ceiling décor is good-looking…………………………………………………………..
3. Aesthetically appealing wall décor …………………………………………
4. High quality of Furniture ……………………………………………………………

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5. Colors used for developing comfortable environment and make me experience
peaceful…….......
6. In your opinion, to what extent does the servicescape (e.g. temperature of the lobby area)
influences you to subsequently interact with hotel employees…………………….. Please
specify
Section 2 :
Kindly tick the appropriate (√)
Dining experience
In the below statements, I am paying attention towards your feelings, emotional reactions, and
mood related to physical atmosphere while you experience about the service of restaurant. For
each statement, you need to select one option, which indicates your emotional reaction. (Strongly
agree, 2=Agree, 3=Neutral, 4= strongly disagree, 5= Disagree).
In this restaurant, I feel:
7. Unpleased …………………………pleased □ 1 □ 2 □ 3□ 4 □ 5 □ 6 □ 7
8. Annoyed …………………………delighted □ 1 □ 2 □ 3□ 4 □ 5 □ 6 □ 7
9. Depressed ………………………..Cheerful □ 1 □ 2 □ 3□ 4 □ 5 □ 6 □ 7
10. Disappointed ……………………..thrilled □ 1 □ 2 □ 3□ 4 □ 5 □ 6 □ 7
11. Bored ………………………….Entertained □ 1 □ 2 □ 3□ 4 □ 5 □ 6 □ 7
Behavioral intentions:
(In following statement, I am paying attention towards the feelings of behavioral intentions with
respect to this restaurant. Kindly show with a √ sign for feasible option)
12. I would like to visit again in this restaurant in future.
 Strongly agree

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 Agree
 Neutral
 Strongly disagree
 Disagree
13. I would suggest this restaurant to my friends and others
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
14. I would like to keep on longer than I planned at this restaurant
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
Section 3
(Please enter your demographic information in the spaces provided)
15. Name (optional): ………………………………………
16. Gender:
 Male…………………………….
 Female…………………………..
17. Race……………………………………………………………………………………………

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18. Religion…………………………………………………………………………………………
19. Phone number (optional)……………………………………………........................
20. Age bracket…………………………………………………………………………………
 We really thankful for you for spending your time to share your opinions, and
experiences on dining experience. Thank you so much.