Business Management Dissertation: Indian Food Industry in Scotland

This dissertation investigates the critical success factors for Indian restaurants in Scotland, focusing on the challenges and opportunities within the industry. The research, using Mother India as a case study, aims to identify essential elements for sustainability and competitive advantage in the face of changing consumer demands and economic pressures. The study employs a quantitative survey to gather data from consumers, exploring factors such as the adoption of digital technologies, flexible staffing models, and the importance of adapting to consumer preferences. The dissertation includes a comprehensive literature review, detailed methodology, and data analysis, culminating in conclusions and recommendations for enhancing the success of Indian restaurants in the region. The findings highlight the need for businesses to adapt to modern marketing opportunities and technological advancements while maintaining the authenticity of their offerings. The research concludes with recommendations for managing sustainable competitive advantage, addressing limitations, and suggesting avenues for future research.

Running head: BUSINESS MANAGEMENT DISSERTATION
Business Management Dissertation
Name of the student
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Abstract
This study had examined the critical success factor for Indian food restaurants in
Scotland. Current predictions had shown that one in every two curry houses in
Britain have been expected to close within the next 10 years. It showed that almost
17,000 restaurants serving Indian food will close down within the next decade.
Therefore, the main objective of the research was to examine the critical success
factors essential for managing sustainability and gaining competitive advantage in
Scotland and to recommend suitable strategies for managing sustainable
competitive advantage. The literature examined past literature and highlighted that
the critical success factors. A single research design was developed which used a
quantitative survey instrument to collect data from 100 consumers in Glasgow which
showed that Mother India restaurants requires implementation of digitisation into
their organisation business process. Flexible staffing opportunities and introduction
of new staffing models to accommodate online communication with consumers is
necessary.

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Table of Contents
Chapter 1: Introduction.................................................................................................4
1.1 Background.........................................................................................................4
1.2 Aim and Objectives.............................................................................................5
1.3 Overview of the Research methodology adopted...............................................6
1.4 Dissertation Structure.........................................................................................6
1.5 Summary.............................................................................................................8
Chapter 2: Literature review.........................................................................................9
2.1 Introduction.........................................................................................................9
2.2 Restaurant industry in United Kingdom..............................................................9
2.3 Factors affecting choice of restaurants for consumers.....................................13
2.4 Critical success factors for restaurants.............................................................16
2.5 Gap in literature................................................................................................18
2.6 Implication.........................................................................................................18
2.7 Summary...........................................................................................................18
Chapter 3: Research Methodology.............................................................................19
3.1Research philosophy and strategy....................................................................19
3.2 Data collection Techniques...............................................................................21
3.3 Analysis Framework..........................................................................................21
3.4 Limitations.........................................................................................................21
3.5 Summary...........................................................................................................22
Chapter 4: Findings....................................................................................................23
Introduction.............................................................................................................23
Reliability and Validity.............................................................................................23
Findings...................................................................................................................28
Chapter 5: Conclusion................................................................................................48
Introduction.............................................................................................................48

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Conclusion..............................................................................................................48
Recommendations..................................................................................................50
Limitation and contribution......................................................................................50
Avenues of Future Research..................................................................................51
References.................................................................................................................52

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Topic: Critical success factors for Indian food industry in Scotland- “A case study of
Mother India”
Chapter 1: Introduction
1.1 Background
This study aims to examine and highlight the critical success factors for the
Indian restaurants in Scotland and United Kingdom. Mother India has been chosen
as the case study for the given research. There has been significant increase in
demand for Indian food in the global market and Britain as consists of more than 1.5
million Indian immigrants and other immigrants from Asian country. This makes
United Kingdom one of the most diverse ethnic food culture in the global market.
Scotland has also adopted or developed the cultural affinity for Indian food where
many considered that the famous chicken tikka butter masala was invented in
Glasgow.
However, current predictions show that one in every two curry houses in
Britain are expected to close within the next 10 years. It shows that almost 17,000
restaurants serving Indian food will close down within the next decade
(www.telegraph.co.uk 2017). As per the chairman of the Asian catering foundation in
United Kingdom claimed that Indian restaurants have been facing problems
regarding rising costs, shortage of chefs and other staffs (www.telegraph.co.uk
2017). Moreover, the major concern for the organisations is inability to address the
change in demand of the consumers in the market. Moreover, these restaurants
have also failed to incorporate modern technology into the organisational processes
which has also a reason for diminishing business. These restaurants are very insular
and have failed to consider the restaurants from different cuisines as competitors
(www.telegraph.co.uk 2017). Thus, they have capitalise on the modern marketing
opportunities such as use of social media platforms and effective consumer
engagement. It clearly highlighted that these are rigid in nature and are not willing to
take heed into these signs of bankruptcy. These restaurants are losing their
originality and regional touch and majority of the dishes offered are having a British
touch to it which is diminishing the authenticity of the food served.
This shows that it is essential for the Indian restaurants in Scotland and
United Kingdom to keep up with the changes in the consumer demand and needs for

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managing their competitive sustainability. This is the reason that this topic has been
chosen for the research so that the research can highlight and bring about
awareness among the managers in ethnic restaurants about the critical success
factors in the modern industry. There has been significant increase in homogeneity
among consumer behaviour as the diversity in population in countries have
increased significantly. Agarwal and Dahm, (2015) suggested that there is a need for
standardization of marketing practices along with standards of price, product,
promotion and distribution. However, some suggest customisation as per the needs
of the consumers is significantly important in the industry. The research problem
shows that there has been significant need among the organisations to make change
to their existing business and marketing strategies to improve their consumer base
and sales volume. However, it is essential to understand the background of the
restaurant that is taken as the case so that it makes easier to develop a research
design suited to needs of the given case.
Mother India restaurant was first opened in Glasgow, Scotland in the year of
1990 (Motherindia.co.uk 2019). The concept of the restaurant was to provide
authentic home cooked Indian food to their consumers. The food chain expects to
provide food of highest quality to their consumers at reasonable and affordable
prices. The company has always been specially focused on maintaining their
standards of quality and is one of the top Indian authentic restaurants in Scotland
(Motherindia.co.uk 2019). The company always has been diligent and have trying to
refresh the menu from time to time depending on seasonal produce to provide new
dishes by keeping the authentic famous dishes intact (Motherindia.co.uk 2019). The
restaurant tries to provide a very friendly environment and attracts crowd from
different ethnic background. Mother India café has been quite popular for their dining
services but also for their takeaways and people are regular in queues waiting to
taste exotic delicacies from the subcontinent.
1.2 Aim and Objectives
The purpose of the study is to critically evaluate the different elements that
are necessary for success for modern Indian restaurants in Scotland. This study
aims to address the research problem where majority of the Indian restaurants have
failed to keep up with the change in consumer needs. Therefore, it is key to identify

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the factors necessary for sustainability and developing competitive advantage. The
objectives of the study are defined below:
 To examine the critical success factors essential for managing sustainability
and gaining competitive advantage in Scotland
 To recommend suitable strategies for managing sustainable competitive
advantage
Research question
What are the critical success factors essential for managing sustainability and
gaining competitive advantage in Scotland?
1.3 Overview of the Research methodology adopted
This study has developed a single research design to highlight the key
success factors for Indian restaurants in the Scotland food industry. Research
methodology has followed the research onion developed by Saunders to highlight
the method, instruments and frameworks necessary for data collection. The study
has chosen a positivist philosophy of research and deductive approach has been to
chosen to perform quantitative analysis of data. The research has used survey
questionnaire as the research instrument where the survey has identified critical
factors of success from the literature review and tested them. The survey
questionnaire used demographic questions to identify the background of the
respondents and questions on five point Likert scale to identify the factors significant
to the research problem. The survey has used stratified random sampling technique
to choose 100 consumers for understanding the change in consumer needs and
wants. The analysis of the data collected has been performed using statistical
techniques and the research has been successful in developing a descriptive
research design. The reliability and validity of the collected data has also been
evaluated using statistical technique. Moreover, the study has complied with all the
ethical guidelines and made sure that no harm has come to any of the respondents.
1.4 Dissertation Structure
This research paper has been divided into chapters and each chapter has
significant role in providing the overall portrait of the research problem and the
findings of the study. The initial chapter of the dissertation is the Introduction chapter
which provides detailed information on the outline of the project, research problem,

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research rationale, the objectives of the research and the methodology formulated to
generate findings. The introduction chapter an overview of the purpose of performing
this study and its relevance to the modern business environment. The second
section of the research is the literature review which critically evaluates past
literature on critical success factors in the food industry to highlight the key success
factors and the gap in existing literature. The conceptual framework is developed
based on the factors evaluated and helped in developing the research design based
on the theoretical framework.
Research methodology is the third chapter in the research and creates a
research design necessary to address data collection and analysis. This chapter
highlights the assumptions made in the research and the overall limitation of the
developed research methodology. The fourth chapter is the data description and
discussion that provides a detailed description of the data collected and results
developed based on the analysis conducted. This section of the chapter links the
results with the review of literature in chapter two to provide discussion. The final
chapter is the conclusion which provides a detailed summary of the overall research.
The conclusion provides the understanding of the purpose of conducting the
research and purpose of the study. On the other hand, it also provides a description
of the arguments made in the past research and the methodology developed. It also
highlights the key findings and links with the objectives. The study also provides
recommendations based on the results for practical implication. On the contrary, the
report ends with the limitation of the study and the avenues of further research.
Chapter 5: Conclusion and
Recommendation
Chapter 4: Data Analysis
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Research Methodology

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Figure 1: Structure of the research paper
Source: (As created by author)
1.5 Summary
Introduction chapter has shown that currently the Indian restaurants are facing
threat of close down even though the majority of the restaurants are popular and
have high demand in the market. These restaurants have not been able to keep with
up with the change in the market trends. Moreover, these restaurants have also
failed to incorporate modern technology into the organisational processes which has
also a reason for diminishing business. This the reason that it is essential to highlight
the key success factors for the Indian restaurants in the industry and aims to provide
recommendations based on the findings. The next chapter is the continuation of the
report and develops a synthesis on past literature to highlight the key success
factors. The chapter has presented arguments and opinions of past authors on the
given research topic and has affectively described the gap in literature.

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Chapter 2: Literature review
2.1 Introduction
This chapter critically examines the past literature on critical success factors
in the restaurant industry to highlight the opinion and arguments of different authors.
There has been global expansion of the food service industry and the business of
different restaurants seemed uncertain due to the increase in competition in the
market. Therefore, it is essential for organisations to understanding the factors that
impact the buying behaviour of the consumers and the elements necessary for
success and sustainability in the industry. This is the reason that the literature
expects to critically evaluate the factors affecting purchase decision of the
consumers in the food service industry.
2.2 Restaurant industry in United Kingdom
The restaurant industry in the United Kingdom has gone through significant
growth and there has been increase in expenditure from consumers on restaurants
and cafes which has reached to 88 billion GBP in the year of 2017
(www.statista.com 2017). Moreover, there has been steady increase in the number
of restaurants and cafes operating in their region contributing up to 18 billion GBP to
the economy in the year of 2016 (www.statista.com 2017). The statistics shows that
the number of restaurants in the United Kingdom have reached to almost 87,000 in
the year of 2017 with revenue generation of 37.7 billion GBP. Moreover, the
consumer spending on food services have risen to 92 billion GBP (www.statista.com
2017). The figure 2 below shows that since the year of 2005 to 2018, there has been
significant increase in the restaurant market, especially in the last few years (Statista
2019). However, there was a decline during a period of 2009 but it significantly
increased with the next few years. On the other hand, it can be seen that average
weekly expenditure on eating out for consumers in United Kingdom is 18.6 GBP
along with 43% of the consumers eating out at least once a week (Statista 2019).
This amounts to 1.7 billion people eating outside in restaurants but the pubs are the
most types among all restaurants (Statista 2019). Nando’s being the most popular
restaurant chain in the country, it makes the competition tougher for other
restaurants as they bring about their authentic style.

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The current market has seen that change in consumer behaviour where the
consumers are willing to dine and eat out on their own terms. The casual dining
sector has been facing immense pressure due to this factor and this makes it
essential for the organisation to optimise channels, locations and occasion in an
authentic way. However, with changing scenario such as Britain’s exit from the EU
and increase in inflation is expected to have negative impact on the disposable
income of the consumers (Statista 2019). The consumers are losing their confidence
which has been shown through the rising cost pressure. This is the reason that there
is fall in the sales growth of the casual dining sector.
Figure 2: Annual expenditure on restaurants and cafés
Source: (Statista 2019)

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Figure 3: Consumers confidence above the disposable income level
Source: (Www2.deloitte.com 2019)
This shows that the industry performances are largely dependent on the
preferences of the consumers and it has become crucial for the companies to adopt
to the changing preference for gaining competitive advantage. Consumer confidence
and the disposable income has been recovering the year of 2019 with majority of the
consumers returning to full-service dining (Www2.deloitte.com 2019). This has
presented the companies in the industry to be innovative and skilful in providing the
best possible food and affordable prices to the consumers. However, there has been
limit to profiting opportunities for the companies due to the influx of new types of
restaurants and change in consumer tastes. The revenue of the industry is expected
to grow at annual rate of 3.5% in the last five years and the revenue is expected to
reach more than 40 Billion GBP (Www2.deloitte.com 2019).
Figure 4: Key trends impacting the sector

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Source: (Www2.deloitte.com 2019)
The above figure shows the key trends affecting the industry where it can be
seen that pressure has been increasing on the casual dining restaurants due to the
increase in business costs such as labour cost, food costs and higher business
rates. On the contrary, the weakening of the pound as a global currency has also
affected the market significantly. The figure below shows that key consumer trends
in the current industry where it can be seen that casual dining industry has been
driven by the younger generation that prefer eating out more often than the other age
groups (Www2.deloitte.com 2019). The critical factors and needs of the consumers
shows that healthy eating, use of digital technology, value scrutiny, premium-isation,
home delivery, informality, experience driven behaviour, consumer promiscuity and
provenance (Www2.deloitte.com 2019). This means that consumers are looking for a
balance between tasty and low calorie options and reliant on online reviews to
choose their place of dining. The consumers have also become sensitive to price
changes and expect value for money from all restaurants. The below mentioned are
expected to discussed into the next segment which discussed the factors affecting
the consumer choice of restaurants. Moreover, it can be seen that the younger
generation has been responsible for driving the industry.

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Figure 5: Key consumer trends
Source: (Www2.deloitte.com 2019)

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Figure 6: Overview of the industry activities
Source: (Www2.deloitte.com 2019)
2.3 Factors affecting choice of restaurants for consumers
As stated by Agarwal and Dahm (2015), most of the consumers consider
service quality, food quality, physical environment, hygiene and cleanliness as most
significant factors for choosing a restaurant. On the contrary, Wang and Hung
(2015), factors like physical environment, hygiene, cleanliness and entertainment
has become much more important compared to other primary factors such as
service quality and food quality. Hanaysha (2016) examined the role of four
important elements of food quality affecting the consumer perception which has
positive influence on the satisfaction of the consumers and found out that food
safety, value, package and nutrition are important contributors. As stated by Basri et
al. (2016), physical environment also significant contributes in developing better

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image of the brand and there is need of changing the physical environment based on
the current trends in the market. Marinkovic, Senic and Mimovic (2015) conducted a
study and found out that hygiene and cleanliness are crucial factors influencing the
customer choices and makes them loyal to business enterprises. On the other hand,
Choi and Zhao (2014) stated a crucial point by suggesting that increase in
competition in the global market has made it difficult for the restaurants and it is
more crucial to retain the existing consumers than attracting new consumers. This
can only provide sustainability to the restaurants otherwise there is no guarantee of
increase in profit and sales as the competitive business environment has provided
the consumers with more options to choose from.
Cantallops and Salvi (2014) described that high quality food at reasonable
price is one of the major factors for choosing restaurants in the market. Food quality
is expected to have positive impact on the minds of the consumers and they are
expected to repeat purchase. However, the other factors are also important for
retaining the existing consumers in the market but food quality has more impact that
the service quality. Jun, Kang and Arendt (2014) stated that nutrition quality, service
quality, entertainment quality and nutrition quality are crucial factors affecting the
consumer perception of a restaurant. Biswas et al. (2017) performed a study on the
blend of menu variety, good taste, attractiveness, flavour, presentation and nutrition
value which showed that these factors are significantly important for developing
positive consumer perception. On the other hand, factors such as physical
environment and service quality have significant impact on the consumer perception
of a restaurant. Filimonau et al. (2017) conducted a study and found out that food
quality is a critical factor but there are other factors such as layout of the restaurant,
design and colour, ambience and other facilities have significant impact on choice of
a restaurant.
On the other hand, Awi and Chaipoopirutana (2014) described that consumer
demographics is another critical other than the factors mentioned in the previous
researches. This means that consumer values, age group and ethnic backgrounds
are factors affecting choice and perception towards a restaurant. Awan, Siddiquei
and Haider (2015) states that as per the SERVQUAL model there are major
dimension which helps in measuring the quality of service where credibility,
reliability, responsiveness, empathy and tangibility are factors improving the quality

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of service and has impact on the consumer perception of a restaurant. Kang and
Namkung (2016) states that technological growth also has significant impact on the
choice of restaurants for consumers. Mobile devices has significantly affected the
way consumer think about choosing restaurants. Wang and Hung (2015) states that
consumers in United Kingdom are using their mobile devices to search for their ideal
meal based on the reviews and ratings on these platforms. Jun, Kang and Arendt
(2014) conducted a survey to understand the influence of technology before, during
and after the experience of dining where it shows that technology has been able to
improve the dining experience of the consumers and there are various consumers
that check menus, specials and offers before deciding on the location. Hanaysha
(2016) states that it is common for consumers to share both their positive and
negative experience in diners with friends and families on social media websites
which shows the role technology plays in improving the chances of sustainability for
restaurants in the modern environment. The next segment sheds light on the critical
success factors for restaurants in modern business environment. The figure below
shows a vivid picture of the future restaurants where the use of digital technology is
a must in every aspect of operations which is expected to lead to better services to
the consumers.

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Figure 7: Restaurants of the future
Source: (Www2.deloitte.com 2019)
2.4 Critical success factors for restaurants
Jones, Singh and Hsiung (2015) stated that initially critical success factor was
defined as the factors or areas where ensuring positive results would lead to
successful performance in a competitive environment for any organisation. However,
the initial definition failed to address the concept of competitiveness. Moreover, the
success of any organisation is not only dependent on the managers but there are
certain other factors which impacts the success of the business in the modern
environment. These factors have been described in detail in the following segment.

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Awareness and customer engagement
Zhang, Kandampully and Bilgihan, (2015) states that it is essential for the
companies to develop an effective brand image not only using traditional medium of
marketing but using the digital platform to improve the performance of the
organisation. Therefore, visibility of a channel is crucial for business where they need
to put extra effort in managing and synchronizing the channel functions. The
companies need to develop a 360 degree channel visibility to develop knowledge on
all the operational aspect of the business. This means that organisations need to
develop visibility on digital platforms to make sure that people searching suitable
options may find the restaurant at times of need generation. Jun, Kang and Arendt
(2014) suggested that digital marketing has also become a critical factor of
improvement for all the restaurants operating in global market as consumer
engagement is key to successful brand development. Consumers search for
meaning information such as offers, discounts and specials which determine their
dining preferences. The consumers are also eager to check reviews on various
websites to choose the suitable locations for eating out. Moreover, Zhang,
Kandampully and Bilgihan, (2015) states that personalised reward is another
effective way of engaging consumers effectively where offering discounts and
communicate personally with consumers are critical for retaining existing consumers.
Reservations and delivery
Ahluwalia and Sayavong, (2014) states that the third party delivery
applications have revolutionised the food delivery market and have affected the
reservation volumes. These companies offer logistics services to all restaurants and
makes it convenient for the consumers to order food from numerous options. Zhang,
Kandampully and Bilgihan, (2015) states that it is essential for organisations to
partner with these third party delivery services as they provide better services to the
consumers. However, these services have immensely increased the pressure on the
kitchen capacity as more and more people are getting accustomed to these habits.
However, these services provide ample opportunity of growth to these restaurant as
providing quality of food and packaging retains the consumer. Moreover, automation
has also become a key aspect in delivery services where consumers prefer self-
service during ordering and payment as it saves time. Ahluwalia and Sayavong,

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(2014) states that consumers are focused on saving time as there has been
significant shortage of time due to fast moving pace in modern cities.
Staffing and operations
Staffing and operations are hold a key aspect to developing effective service
quality. Agarwal and Dahm (2015) states that providing flexible staffing opportunities
and introduction of new staffing models to accommodate online communication with
consumers are vital. This implies that it is essential for the companies to develop
new staffing model for incorporating online staff shift planning and balancing out the
excess pressure of orders. Ahluwalia and Sayavong, (2014) states that it is critical to
provide new training and development opportunities to the staffs which includes
handling of new technologies and developing new skill sets which are requirement
for modern businesses. Jones, Singh and Hsiung (2015) claimed that resource
management and supply chain management is necessary for improving
organisational effectiveness. The use of modern technology such cloud enhanced
and integrated systems helps in better management of inventory and improves the
efficiency of the overall process.
In restaurant experience
Jones, Singh and Hsiung (2015) states that the increase in online delivery
services have reduced reservations and footfalls in restaurants but it is important to
develop a suitable and modern ambience for the consumers so that they avail the
highest level of service. Dynamic menu is one options where the restaurant can
develop menus that are customisable as per the needs of the consumers along with
dynamic pricing. Agarwal and Dahm (2015) states that mobile payments and ability
to split bills and provide faster payment methods are vital for improving experience.
Moreover, providing in store devices to have a better experience has also become a
need for consumers.
2.5 Gap in literature
The evaluation of the past literature has shown that there has been significant
research on this topic. However, majority of the research has failed to address the
incorporation of technology and modern development needs of the restaurants in the
global environment. The past studies have also not address the scenarios in
Scotland and majority of them has focused on food quality and service quality in

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traditional way. Few studies have addressed the concept of digitisation and how
modern restaurants should adapt to the change in needs of the consumers.
2.6 Implication
The literature implies that there is still scope of study to determine the major
factors affecting the perception of the consumers in choosing restaurant. Moreover,
there are very studies addressing the needs of Indian restaurants in foreign markets.
This is the reason that the study is addressing this research gap by developing
factors affecting the restaurant choice of the consumers.
2.7 Summary
This chapter has critically evaluated the past studies to examine the current
market scenario in the restaurant industry in United Kingdom. It has discussed in
depth the factors affecting the choice of the consumers in selecting restaurants and
at the same time has discussed the critical success factors for developing a modern
restaurant not addressed in majority of the studies. The next chapter has developed
methodology to address the gap in literature identified in this chapter.

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Chapter 3: Research Methodology
3.1Research philosophy and strategy
The research methodology section has developed the methods, instruments,
and frameworks necessary for gathering data and examining it. Research
methodology has been described as the method of articulating a research design
which is effectively in effective for fulfilling the objectives and the goals of the thesis.
The overall design of the study is based on the research onion developed by
Saunders which has described six layers for developing effective research design
(Saunders et al. 2015). The different layers in the research onion is closely linked
with one another. It describes all the methods along with the advantages and
disadvantages which are necessary to successfully execute the process of data
collection and analysis. The main aims of any research are behavioural description,
predicting the significant factors from one variable to another variables and analysing
the cause and effect relationship between two elements (Kumar 2019). In this
research, a single research design has been developed to address the objective and
goal of the thesis. The research has also performed a cross sectional study which is
limited the data collection to only once. The main aim of the research is identifying
the critical factors affecting the success of the Indian restaurants in Scotland and the
study has the ability to address this aim.
Sets of assumptions, values and ideas are used to define the research at
different levels which is the sole purpose of a research philosophy. This also helps in
development of knowledge. Research philosophy makes assumptions at every
phase of the research. An ideal research philosophy is necessary of shaping up the
research question and addressing the assumptions at every stage. Ontological
assumptions, axiological assumptions and epistemological assumptions are diverse
types of assumptions made in research philosophies (Saunders et al. 2015). These
assumptions affect the values, human knowledge and realities identified in the
research. These assumptions are responsible for giving route to the research by
restructuring the research question and identifies methods necessary to address the
problem in research. Realism, interpretivism, pragmatism and positivism are the
common philosophies used in research.

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The present study has selected positivism as the research philosophy.
Positivism only stresses on realistic data developed by making measurements and
observations (Hughes and Sharrock 2016). These measurements and observations
have to be accurate. In this study, researcher is limited to gathering and analysing
data which makes the research objective in nature. The results acquired by using a
positivism philosophy are always observable and quantifiable. Statistical analysis is
performed in positivism philosophy due to the nature of the collected data. In respect
to empirical view, ontological view has been used in this research as development of
knowledge is based on experience of human beings. This means that the research
consists of discrete and observable events that are entangled in regular, observable
and determined way. In this study, the most suited philosophy is positivism as it will
facilitates quantification of collected data and helps in performing statistical test to
address the significance of the factors necessary for success.
There are two important concepts in research approach one is the method of
gathering data and other is logical reasoning. Research approach describes the
methods necessary for gathering response and examining it. Deductive and
inductive approaches are the two main approaches used in research. It is known to
us that each layer of the research onion is linked with the previous one (Sekaran and
Bougie 2016). It can be assumed that the approach has to be developed keeping in
mind the philosophical assumptions made in the research. The current study has
chosen deductive approach as the choice of approach. The deductive approach
mainly deals with the process of hypothesis development and testing of the
hypotheses mentioned in the study by developing an effective research strategy.
The deductive approach is generally used for testing existing theories discussed in
the literature review section. It is also used for measuring cause and effect
relationship between two variables. This helps in quantifying the collected data and
provide general findings based on the analysis.
Various definitions of research design has been provided by different authors.
Some of the definitions suggest that it is the overall plan of gathering and assessing
data. On the contrary, it has also been defined as the method of selecting between
quantitative and qualitative study. Explanatory, descriptive and exploratory are the
three types of designs used in business research (McCusker and Gunaydin 2015).
However, this study as chosen the descriptive research. The descriptive research

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design has been chosen in the research for defining the research problem in a more
effective way and provide a detail description of the phenomenon. The descriptive
design has facilitated in identifying the factors that are essential for success for the
Indian restaurants in Scotland. It has also significantly contributed in developing a
structured research design for understanding the factors affecting the sustainability
of businesses.
3.2 Data collection Techniques
There are two possibilities in the procedure of data collection, one is
secondary data collection and another is primary data collection. It also describes
whether data collected is quantitative or qualitative in nature. This research has
chosen a primary quantitative approach to collect data by developing a survey
questionnaire. The survey questionnaire is the research instrument in the given
research (Palinkas et al. 2015). The survey questionnaire contains demographic
questions on the consumers and questions of the critical success factors for
restaurants in Scotland. The questions are established on ordinal scale, five point
Likert scale and nominal scale. The study has developed an original questionnaire
which has not been used previously in any other study. The questionnaire addresses
the critical success factors necessary for sustainable competitive advantage in the
industry. The research has chosen 100 consumers in Glasgow to evaluate the
critical success factors in the industry. Stratified random sampling has been used to
divide the samples in to strata and chose populations randomly from it. The sampling
error in the study is expected to be close to 10%.
3.3 Analysis Framework
The data collected has been analysed using statistical tools such as SPSS
(statistical tool for social sciences) and MS Excel (Palinkas et al. 2015). The
collected data has been denoted by tables and charts to understand the response
frequencies. The study has performed Pearson’s correlation to evaluate the factors
that are significant as per the data collected in the research. Descriptive statistics
and reliability testing has been performed to evaluate the collected data.
3.4 Limitations
The major limitation of the research methodology that it has chosen as single
research design and a mixed method research design would have provided a better

24BUSINESS MANAGEMENT DISSERTATION
result. On the other hand, the sample population in the research is relatively small
which has increased the sampling error and a larger sample size would have
provided better result. Furthermore, the research design is suited to the current
research problem and may not provide similar results in other settings.
3.5 Summary
This chapter has critically discussed the methods, frameworks and
instruments chosen for data collection and analysis. A single research design has
been developed to address the objective and goal of the thesis. The research has
also performed a cross sectional study which is limited the data collection to only
once. The present study has selected positivism as the research philosophy.
Positivism only stresses on realistic data developed by making measurements and
observations. These measurements and observations have to be accurate. In this
study, researcher is limited to gathering and analysing data which makes the
research objective in nature. The results acquired by using a positivism philosophy
are always observable and quantifiable. The current study has chosen deductive
approach as the choice of approach. The descriptive research design has been
chosen in the research for defining the research problem in a more effective way and
provide a detail description of the phenomenon. The descriptive design has
facilitated in identifying the factors that are essential for success for the Indian
restaurants in Scotland. It has also significantly contributed in developing a
structured research design for understanding the factors affecting the sustainability
of businesses. This research has chosen a primary quantitative approach to collect
data by developing a survey questionnaire. The survey questionnaire is the
research instrument in the given research. The survey questionnaire contains
demographic questions on the consumers and questions of the critical success
factors for restaurants in Scotland. The questions are established on ordinal scale,
five point Likert scale and nominal scale. The collected data has been denoted by
tables and charts to understand the response frequencies. The study has performed
Pearson’s correlation to evaluate the factors that are significant as per the data
collected in the research.

25BUSINESS MANAGEMENT DISSERTATION
Chapter 4: Findings
Introduction
This study examines the data collected by using the methods developed in
the previous chapter. This chapter has critically highlighted the results identified and
evaluated the quality of the data collected. The study has also linked the objectives
to the results to provide valid discussion on the given topic.
Reliability and Validity
Reliability is the ability of research to replicate the results using the same sets
of methods. This study has used the cronbach’s alpha method to evaluate the
reliability of the collected data. This method measures the scale reliability and
internal consistency of the collected data. The value of cronbach’s alpha is
acceptable at 0.6 and the value in the given study is .983 which means that internal
consistency of the collected data is relatively high. The item total statistics measures
the reliability of the collected data when one of the item is deleted. It shows that
value of alpha decreases when one of the item is deleted which means that all the
items are relevant in the research.
The validity measures the appropriate of the collected data and instrument.
The research used Kaise Meyer Olkin test of sampling adequacy and Bartlett test of
sphericity to measure the validity of the collected data. The value of Kaise Meyer
Olkin test of sampling adequacy is accepted at 0.8 to 1 and values less than 0.8
shows that the sampling is not adequate. The value of KMO statistics is 0.970 which
shows that the sampling is adequate in the research. On the other hand, the Bartlett
test of sphericity has been used to measure the proportion of variance in the
collected data.
Reliability Statistics
Cronbach's
Alpha N of Items
.983 17

26BUSINESS MANAGEMENT DISSERTATION
Item Statistics
Mean Std. Deviation N
food quality 2.18 1.149 100
freshness 2.16 1.212 100
service quality 2.18 1.067 100
digital service 2.17 1.181 100
layout 2.10 1.115 100
seating arrangements 2.17 1.256 100
Standards of hygiene 2.12 1.208 100
Digital presence 2.07 1.157 100
Online reviews 2.13 1.228 100
Takeaway time 2.12 1.157 100
Menu card 2.13 1.276 100
Flexible payment 2.20 1.239 100
Additional digital services 2.10 1.193 100
Authenticity of cuisine 2.14 1.146 100
Personalised services 2.10 1.193 100
loyal customers 3.37 1.269 100
critical for success 2.10 1.219 100
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-
Total Correlation
Cronbach's
Alpha if Item
Deleted
food quality 35.36 285.748 .912 .981
freshness 35.38 283.854 .911 .981

27BUSINESS MANAGEMENT DISSERTATION
service quality 35.36 288.697 .901 .981
digital service 35.37 284.660 .915 .981
layout 35.44 287.178 .902 .981
seating arrangements 35.37 281.912 .925 .981
Standards of hygiene 35.42 283.680 .918 .981
Digital presence 35.47 285.989 .899 .981
Online reviews 35.41 282.830 .924 .981
Takeaway time 35.42 285.499 .912 .981
Menu card 35.41 281.012 .932 .981
Flexible payment 35.34 282.671 .919 .981
Additional digital services 35.44 284.491 .909 .981
Authenticity of cuisine 35.40 286.263 .901 .981
Personalised services 35.44 284.087 .920 .981
loyal customers 34.17 309.839 .248 .989
critical for success 35.44 283.501 .915 .981
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .970
Bartlett's Test of Sphericity Approx. Chi-Square 2562.476
df 136
Sig. .000
Communalities
Initial Extraction
food quality 1.000 .860

28BUSINESS MANAGEMENT DISSERTATION
freshness 1.000 .851
service quality 1.000 .834
digital service 1.000 .859
layout 1.000 .843
seating arrangements 1.000 .877
Standards of hygiene 1.000 .867
Digital presence 1.000 .837
Online reviews 1.000 .872
Takeaway time 1.000 .856
Menu card 1.000 .881
Flexible payment 1.000 .861
Additional digital services 1.000 .853
Authenticity of cuisine 1.000 .839
Personalised services 1.000 .868
loyal customers 1.000 .070
critical for success 1.000 .864
Extraction Method: Principal Component Analysis.
Total Variance Explained
Component
Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of Variance Cumulative % Total % of Variance Cumulative %
1 13.794 81.142 81.142 13.794 81.142 81.142
2 .959 5.642 86.784
3 .287 1.686 88.470
4 .264 1.554 90.025
5 .252 1.482 91.507

29BUSINESS MANAGEMENT DISSERTATION
6 .199 1.169 92.676
7 .186 1.094 93.770
8 .171 1.006 94.775
9 .148 .870 95.646
10 .130 .768 96.413
11 .109 .643 97.056
12 .106 .625 97.681
13 .100 .589 98.270
14 .096 .566 98.836
15 .085 .498 99.334
16 .060 .352 99.687
17 .053 .313 100.000
Extraction Method: Principal Component Analysis.
Component Matrixa
Component
1
food quality .927
freshness .923
service quality .913
digital service .927
layout .918
seating arrangements .937
Standards of hygiene .931

30BUSINESS MANAGEMENT DISSERTATION
Digital presence .915
Online reviews .934
Takeaway time .925
Menu card .939
Flexible payment .928
Additional digital services .924
Authenticity of cuisine .916
Personalised services .932
loyal customers .265
critical for success .930
Extraction Method: Principal Component
Analysis.a
a. 1 components extracted.
Findings
Descriptive statistics
Statistics
gender Age frequency food quality freshness service quality
N Valid 100 100 100 100 100 100
Missing 0 0 0 0 0 0
Mean 1.44 3.05 3.22 2.18 2.16 2.18
Median 1.00 3.00 3.00 2.00 2.00 2.00
Mode 1 3 4 2 2 2
Std. Deviation .499 1.282 1.397 1.149 1.212 1.067
Statistics

31BUSINESS MANAGEMENT DISSERTATION
digital service layout
seating
arrangements
Standards of
hygiene Digital presence
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Mean 2.17 2.10 2.17 2.12 2.07
Median 2.00 2.00 2.00 2.00 2.00
Mode 2 2 2 1 1
Std. Deviation 1.181 1.115 1.256 1.208 1.157
Statistics
Online reviews Takeaway time Menu card Flexible payment
Additional digital
services
N Valid 100 100 100 100 100
Missing 0 0 0 0 0
Mean 2.13 2.12 2.13 2.20 2.10
Median 2.00 2.00 2.00 2.00 2.00
Mode 1 2 1 2 1
Std. Deviation 1.228 1.157 1.276 1.239 1.193
Statistics
Authenticity of
cuisine
Personalised
services loyal customers critical for success
N Valid 100 100 100 100
Missing 0 0 0 0
Mean 2.14 2.10 3.37 2.10
Median 2.00 2.00 3.00 2.00
Mode 2 1 3a 1
Std. Deviation 1.146 1.193 1.269 1.219

32BUSINESS MANAGEMENT DISSERTATION
a. Multiple modes exist. The smallest value is shown
Frequency Table
gender
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 56 56.0 56.0 56.0
2 44 44.0 44.0 100.0
Total 100 100.0 100.0
Age
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 15 15.0 15.0 15.0
2 19 19.0 19.0 34.0
3 27 27.0 27.0 61.0
4 24 24.0 24.0 85.0
5 15 15.0 15.0 100.0
Total 100 100.0 100.0
frequency
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 16 16.0 16.0 16.0
2 17 17.0 17.0 33.0
3 19 19.0 19.0 52.0
4 25 25.0 25.0 77.0

33BUSINESS MANAGEMENT DISSERTATION
5 23 23.0 23.0 100.0
Total 100 100.0 100.0
food quality
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 30 30.0 30.0 30.0
2 43 43.0 43.0 73.0
3 13 13.0 13.0 86.0
4 7 7.0 7.0 93.0
5 7 7.0 7.0 100.0
Total 100 100.0 100.0
freshness
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 34 34.0 34.0 34.0
2 39 39.0 39.0 73.0
3 13 13.0 13.0 86.0
4 5 5.0 5.0 91.0
5 9 9.0 9.0 100.0
Total 100 100.0 100.0
service quality

34BUSINESS MANAGEMENT DISSERTATION
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 27 27.0 27.0 27.0
2 46 46.0 46.0 73.0
3 13 13.0 13.0 86.0
4 10 10.0 10.0 96.0
5 4 4.0 4.0 100.0
Total 100 100.0 100.0
digital service
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 32 32.0 32.0 32.0
2 41 41.0 41.0 73.0
3 13 13.0 13.0 86.0
4 6 6.0 6.0 92.0
5 8 8.0 8.0 100.0
Total 100 100.0 100.0
layout
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 35 35.0 35.0 35.0
2 38 38.0 38.0 73.0
3 13 13.0 13.0 86.0
4 10 10.0 10.0 96.0

35BUSINESS MANAGEMENT DISSERTATION
5 4 4.0 4.0 100.0
Total 100 100.0 100.0
seating arrangements
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 35 35.0 35.0 35.0
2 38 38.0 38.0 73.0
3 13 13.0 13.0 86.0
4 3 3.0 3.0 89.0
5 11 11.0 11.0 100.0
Total 100 100.0 100.0
Standards of hygiene
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 37 37.0 37.0 37.0
2 36 36.0 36.0 73.0
3 13 13.0 13.0 86.0
4 6 6.0 6.0 92.0
5 8 8.0 8.0 100.0
Total 100 100.0 100.0
Digital presence

36BUSINESS MANAGEMENT DISSERTATION
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 39 39.0 39.0 39.0
2 34 34.0 34.0 73.0
3 13 13.0 13.0 86.0
4 9 9.0 9.0 95.0
5 5 5.0 5.0 100.0
Total 100 100.0 100.0
Online reviews
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 37 37.0 37.0 37.0
2 36 36.0 36.0 73.0
3 13 13.0 13.0 86.0
4 5 5.0 5.0 91.0
5 9 9.0 9.0 100.0
Total 100 100.0 100.0
Takeaway time
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 35 35.0 35.0 35.0
2 38 38.0 38.0 73.0
3 13 13.0 13.0 86.0
4 8 8.0 8.0 94.0

37BUSINESS MANAGEMENT DISSERTATION
5 6 6.0 6.0 100.0
Total 100 100.0 100.0
Menu card
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 39 39.0 39.0 39.0
2 34 34.0 34.0 73.0
3 13 13.0 13.0 86.0
4 3 3.0 3.0 89.0
5 11 11.0 11.0 100.0
Total 100 100.0 100.0
Flexible payment
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 32 32.0 32.0 32.0
2 41 41.0 41.0 73.0
3 13 13.0 13.0 86.0
4 3 3.0 3.0 89.0
5 11 11.0 11.0 100.0
Total 100 100.0 100.0
Additional digital services

38BUSINESS MANAGEMENT DISSERTATION
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 38 38.0 38.0 38.0
2 35 35.0 35.0 73.0
3 13 13.0 13.0 86.0
4 7 7.0 7.0 93.0
5 7 7.0 7.0 100.0
Total 100 100.0 100.0
Authenticity of cuisine
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 33 33.0 33.0 33.0
2 40 40.0 40.0 73.0
3 13 13.0 13.0 86.0
4 8 8.0 8.0 94.0
5 6 6.0 6.0 100.0
Total 100 100.0 100.0
Personalised services
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 38 38.0 38.0 38.0
2 35 35.0 35.0 73.0
3 13 13.0 13.0 86.0
4 7 7.0 7.0 93.0

39BUSINESS MANAGEMENT DISSERTATION
5 7 7.0 7.0 100.0
Total 100 100.0 100.0
loyal customers
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 10 10.0 10.0 10.0
2 15 15.0 15.0 25.0
3 26 26.0 26.0 51.0
4 26 26.0 26.0 77.0
5 23 23.0 23.0 100.0
Total 100 100.0 100.0
critical for success
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 39 39.0 39.0 39.0
2 34 34.0 34.0 73.0
3 13 13.0 13.0 86.0
4 6 6.0 6.0 92.0
5 8 8.0 8.0 100.0
Total 100 100.0 100.0

40BUSINESS MANAGEMENT DISSERTATION
Correlation
The correlation analysis of the given data shows that all the factors chosen in
the survey are significant at two tailed. The factors are high correlated with each
other and the values ranges within 0.8 to 0.9. This shows that all the factors are
significant important for the success and sustainability of the companies. On the
other hand, the correlation values are high and shows strong relationship. The
regression analysis has been able to define the relationship between the variables.
Correlations
food
quality
freshne
ss
service
quality
digital
service layout
seating
arrangeme
nts
Standards
of hygiene
food quality Pearson
Correlation
1 .849** .830** .863** .837** .853** .843**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
freshness Pearson
Correlation
.849** 1 .844** .884** .833** .865** .856**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
service quality Pearson
Correlation
.830** .844** 1 .817** .825** .829** .852**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
digital service Pearson
Correlation
.863** .884** .817** 1 .869** .872** .870**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
layout Pearson
Correlation
.837** .833** .825** .869** 1 .861** .861**

41BUSINESS MANAGEMENT DISSERTATION
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
seating
arrangements
Pearson
Correlation
.853** .865** .829** .872** .861** 1 .878**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Standards of
hygiene
Pearson
Correlation
.843** .856** .852** .870** .861** .878** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Digital presence Pearson
Correlation
.849** .806** .881** .804** .833** .889** .832**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Online reviews Pearson
Correlation
.871** .868** .837** .855** .846** .876** .854**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Takeaway time Pearson
Correlation
.857** .822** .841** .842** .829** .841** .871**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Menu card Pearson
Correlation
.858** .842** .850** .843** .857** .875** .861**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Flexible payment Pearson
Correlation
.819** .860** .851** .846** .819** .867** .861**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000

42BUSINESS MANAGEMENT DISSERTATION
N 100 100 100 100 100 100 100
Additional digital
services
Pearson
Correlation
.834** .841** .811** .848** .835** .865** .846**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Authenticity of
cuisine
Pearson
Correlation
.832** .805** .813** .840** .827** .847** .848**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Personalised
services
Pearson
Correlation
.871** .855** .818** .855** .858** .818** .846**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Correlations
Digital
presence
Online
reviews
Takeaway
time
Menu
card
Flexible
payment
Additional
digital
services
Authentici
ty of
cuisine
food quality Pearson
Correlation
.849** .871** .857** .858** .819** .834** .832**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
freshness Pearson
Correlation
.806** .868** .822** .842** .860** .841** .805**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
service quality Pearson
Correlation
.881** .837** .841** .850** .851** .811** .813**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100

43BUSINESS MANAGEMENT DISSERTATION
digital service Pearson
Correlation
.804** .855** .842** .843** .846** .848** .840**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
layout Pearson
Correlation
.833** .846** .829** .857** .819** .835** .827**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
seating
arrangements
Pearson
Correlation
.889** .876** .841** .875** .867** .865** .847**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Standards of
hygiene
Pearson
Correlation
.832** .854** .871** .861** .861** .846** .848**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Digital presence Pearson
Correlation
1 .854** .839** .856** .815** .829** .823**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Online reviews Pearson
Correlation
.854** 1 .856** .885** .846** .839** .827**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Takeaway time Pearson
Correlation
.839** .856** 1 .878** .850** .825** .810**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Menu card Pearson
Correlation
.856** .885** .878** 1 .865** .853** .837**

44BUSINESS MANAGEMENT DISSERTATION
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Flexible payment Pearson
Correlation
.815** .846** .850** .865** 1 .881** .869**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Additional digital
services
Pearson
Correlation
.829** .839** .825** .853** .881** 1 .883**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Authenticity of
cuisine
Pearson
Correlation
.823** .827** .810** .837** .869** .883** 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Personalised
services
Pearson
Correlation
.814** .866** .869** .867** .861** .851** .868**
Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000
N 100 100 100 100 100 100 100
Correlations
Personalised services
food quality Pearson Correlation .871**
Sig. (2-tailed) .000
N 100
freshness Pearson Correlation .855**
Sig. (2-tailed) .000
N 100
service quality Pearson Correlation .818**

45BUSINESS MANAGEMENT DISSERTATION
Sig. (2-tailed) .000
N 100
digital service Pearson Correlation .855**
Sig. (2-tailed) .000
N 100
layout Pearson Correlation .858**
Sig. (2-tailed) .000
N 100
seating arrangements Pearson Correlation .818**
Sig. (2-tailed) .000
N 100
Standards of hygiene Pearson Correlation .846**
Sig. (2-tailed) .000
N 100
Digital presence Pearson Correlation .814**
Sig. (2-tailed) .000
N 100
Online reviews Pearson Correlation .866**
Sig. (2-tailed) .000
N 100
Takeaway time Pearson Correlation .869**
Sig. (2-tailed) .000
N 100
Menu card Pearson Correlation .867**
Sig. (2-tailed) .000
N 100
Flexible payment Pearson Correlation .861**

46BUSINESS MANAGEMENT DISSERTATION
Sig. (2-tailed) .000
N 100
Additional digital services Pearson Correlation .851**
Sig. (2-tailed) .000
N 100
Authenticity of cuisine Pearson Correlation .868**
Sig. (2-tailed) .000
N 100
Personalised services Pearson Correlation 1
Sig. (2-tailed)
N 100
**. Correlation is significant at the 0.01 level (2-tailed).
Regression
The regression analysis measures the relationship between critical success
and factors affecting it. The study used a linear multiple regression to evaluate the
relationship between the variables in the research. The value of multiple R in this
research is .943 which measures the degree of correlation among the predictors and
the dependent variable. This also signifies that the predictive ability of the model is
high. R square is the coefficient of determination which determines the explaining
capability of the independent variable in respect to the dependent variables. It also
measures the goodness of fit of the model. The findings show that the value is .890
which is acceptable and the model has high goodness of fit. On the other hand, the
results suggest that the explaining capability of the independent variables are 89.0%
which is very high. Durbin Watson is used to measure whether is there is first
degree autocorrelation among the variables and the value should range within 1.7 to
2.5. The findings show that there is no first order autocorrelation between the
variables. The Anova test shows that the value is .000 which is less than .05 that is
the p value and this means that there is significant relationship between the
variables.

47BUSINESS MANAGEMENT DISSERTATION
Therefore, the equation formulated in the research is,
CSF= -.117 +.234 FQ + .153 Fr -.004 SQ -.126 DS +.006 L+ .060 SA - .145 SH
+.059 DP-.026 OR+.333 TAT +.066MC -.150FP +.154 ADS +.187AOC+.198 PS
These factors have significant important in developing sustainability of Indian
restaurants in Scotland.
Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate Durbin-Watson
1 .943a .890 .870 .440 2.267
a. Predictors: (Constant), Personalised services , Digital presence , digital service , Flexible
payment , layout, Takeaway time , Authenticity of cuisine , service quality , Online reviews ,
food quality , Additional digital services , Standards of hygiene , freshness , Menu card ,
seating arrangements
b. Dependent Variable: critical for success
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 130.762 15 8.717 45.097 .000b
Residual 16.238 84 .193
Total 147.000 99
a. Dependent Variable: critical for success
b. Predictors: (Constant), Personalised services , Digital presence , digital service , Flexible
payment , layout, Takeaway time , Authenticity of cuisine , service quality , Online reviews , food
quality , Additional digital services , Standards of hygiene , freshness , Menu card , seating
arrangements

48BUSINESS MANAGEMENT DISSERTATION
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) -.117 .107 -1.098 .275
food quality .248 .101 .234 2.463 .016
freshness .154 .100 .153 1.537 .128
service quality -.005 .111 -.004 -.045 .964
digital service -.130 .104 -.126 -1.250 .215
layout .006 .100 .006 .062 .951
seating arrangements .059 .113 .060 .519 .605
Standards of hygiene -.146 .100 -.145 -1.457 .149
Digital presence .063 .110 .059 .571 .569
Online reviews -.026 .098 -.026 -.266 .791
Takeaway time .351 .101 .333 3.460 .001
Menu card .063 .097 .066 .651 .517
Flexible payment -.148 .101 -.150 -1.461 .148
Additional digital services .158 .098 .154 1.601 .113
Authenticity of cuisine .199 .102 .187 1.947 .055
Personalised services .202 .108 .198 1.868 .065
a. Dependent Variable: critical for success
Residuals Statisticsa

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Minimum Maximum Mean Std. Deviation N
Predicted Value .73 4.89 2.10 1.149 100
Residual -.921 1.069 .000 .405 100
Std. Predicted Value -1.191 2.430 .000 1.000 100
Std. Residual -2.095 2.431 .000 .921 100
a. Dependent Variable: critical for success

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Chapter 5: Conclusion
Introduction
This chapter critically discusses findings by linking it with the objectives of the
study and evaluates the results. This chapter provides a valid conclusion and
recommendation for [practical implication. It also discusses the limitation of the
research and contribution in this field of research. the future avenue of research has
also been discussed in this research to provide direction for future research.
Conclusion
There has been significant increase in demand for Indian food in the global
market and Britain as consists of more than 1.5 million Indian immigrants and other
immigrants from Asian country. This makes United Kingdom one of the most diverse
ethnic food culture in the global market. It is essential for the Indian restaurants in
Scotland and United Kingdom to keep up with the changes in the consumer demand
and needs for managing their competitive sustainability. This is the reason that this
topic has been chosen for the research so that the research can highlight and bring
about awareness among the managers in ethnic restaurants about the critical
success factors in the modern industry.
The literature review section has discussed in depth the factors affecting the
choice of the consumers in selecting restaurants and at the same time has
discussed the critical success factors for developing a modern restaurant not
addressed in majority of the studies. A single research design has been developed
to address the objective and goal of the thesis.
The research has also performed a cross sectional study which is limited the
data collection to only once. The present study has selected positivism as the
research philosophy. Positivism only stresses on realistic data developed by making
measurements and observations. These measurements and observations have to be
accurate. In this study, researcher is limited to gathering and analysing data which
makes the research objective in nature. The results acquired by using a positivism
philosophy are always observable and quantifiable. The current study has chosen
deductive approach as the choice of approach.

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The descriptive research design has been chosen in the research for defining
the research problem in a more effective way and provide a detail description of the
phenomenon. The descriptive design has facilitated in identifying the factors that are
essential for success for the Indian restaurants in Scotland. It has also significantly
contributed in developing a structured research design for understanding the factors
affecting the sustainability of businesses. This research has chosen a primary
quantitative approach to collect data by developing a survey questionnaire. The
survey questionnaire is the research instrument in the given research. The survey
questionnaire contains demographic questions on the consumers and questions of
the critical success factors for restaurants in Scotland. The questions are established
on ordinal scale, five point Likert scale and nominal scale. The collected data has
been denoted by tables and charts to understand the response frequencies. The
study has performed Pearson’s correlation to evaluate the factors that are significant
as per the data collected in the research.
The correlation analysis of the given data shows that all the factors chosen in
the survey are significant at two tailed. The factors are high correlated with each
other and the values ranges within 0.8 to 0.9. This shows that all the factors are
significant important for the success and sustainability of the companies. On the
other hand, the correlation values are high and shows strong relationship.
The value of multiple R in this research is .943 which measures the degree of
correlation among the predictors and the dependent variable. This also signifies that
the predictive ability of the model is high. The findings show that the value is .890
which is acceptable and the model has high goodness of fit. On the other hand, the
results suggest that the explaining capability of the independent variables are 89.0%
which is very high. The findings show that there is no first order autocorrelation
between the variables. The Anova test shows that the value is .000 which is less
than .05 that is the p value and this means that there is significant relationship
between the variables.
Therefore, the equation formulated in the research is,
CSF= -.117 +.234 FQ + .153 Fr -.004 SQ -.126 DS +.006 L+ .060 SA - .145 SH
+.059 DP-.026 OR+.333 TAT +.066MC -.150FP +.154 ADS +.187AOC+.198 PS

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These factors have significant important in developing sustainability of Indian
restaurants in Scotland. Mother India is also facing issues in retaining their existing
consumers as majority of the respondents stated that there are not loyal consumers
of Mother India and they are willing to try different options if they are provided with
unique food preferences.
Recommendations
The study has provided following recommendations based on the findings in
the research:
 Mother India should focus on implementing digitisation into their organisation
business process. Flexible staffing opportunities and introduction of new
staffing models to accommodate online communication with consumers is
necessary.
 The organisation requires digital presence on social media platform and
develop a separate team to handle engagement with the consumers on the
online platform
 Moreover, the consumers have become choosier and they want authentic
food and over the years, the Indian cuisine has been modified as per the
needs of the consumers. However, it is essential to go back to the authentic
menu and provide offerings not provided by other consumers in the market.
 Therefore, the organisation needs to revamp their menu and develop a
suitable customisable menu so that they can provide unique experience to
their consumers
 The organisation also needs to form partnership with third party food delivery
services as it would help in reducing the logistics costs of the company
Limitation and contribution
The major limitation of the study that it has chosen as single research design
and a mixed method research design would have provided a better result. On the
other hand, the sample population in the research is relatively small which has
increased the sampling error and a larger sample size would have provided better
result. Furthermore, the research design is suited to the current research problem
and may not provide similar results in other settings. The study has contributed in

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identifying the critical success factors for modern consumers in Scotland and the
way their choices and preferences are changing.
Avenues of Future Research
Further research can be conducted on the same research topic by using a
mixed method research design which would help in addressing a different dimension
in the research and identify the problem faced by the Indian restaurants in making
changes to their traditional ways. On the other hand, the study could also increase
the sample size from 100 to 300 to reduce the sampling error. Increasing the
sample size is expected to provide better results in the future. Moreover, this
research design can be used to evaluate Indian restaurants in different parts of the
world to identify the changes in the consumer perception in different countries and
continents.

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