Business Research Methodology Report: Analysis of Academic Articles

This report provides a comprehensive analysis of business research methodology, focusing on four academic articles related to customer consumption in the restaurant industry. The report begins with a brief overview of each article, highlighting the theories and methodologies employed, including quantitative, qualitative, and mixed-method approaches. Common themes across the articles are identified, such as the impact of customer psychology, dining experience, cultural variables, and service quality on consumer behavior. The report then delves into the specific themes and findings of each article, discussing the role of regression analysis, value creation, cultural antecedents, and customer satisfaction drivers. Limitations of the studies are critically examined, including the lack of connection between behavioral models, the omission of crucial factors like food quality, and the potential for limited generalizability. Finally, the report suggests future research directions, such as exploring the impact of consumption behavior, brand value creation, cultural variables, and customer service improvements. The analysis offers valuable insights for entrepreneurs and restaurant managers seeking to understand and enhance customer experiences and drive business success.

Running head: BUSINESS RESEARCH METHODOLOGY
Business research Methodology
Name of the student
Name of the university
Author note

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Provide reference for each academic article (formatted using the
Harvard Referencing Style)
Conceptual article
(proposed theory)
Kim, K., Reicks, M. and Sjoberg, S., 2003. Applying the theory of
planned behavior to predict dairy product consumption by older
adults. Journal of Nutrition Education and Behavior, 35(6), pp.294-
301.
https://www.sciencedirect.com/science/article/abs/pii/
S1499404606603436
Quantitative article Erkmen, E. and Hancer, M., 2018. Creating value for restaurant
customer: The role of other customers in dining experience. In Tourist
Behavior (pp. 157-171). Springer, Cham.
https://link.springer.com/chapter/10.1007/978-3-319-78553-0_11
Qualitative article Singh, G., Devi, K.K., Naz, R. and Fam, K.S., 2016. An Empirical
Investigation into the Cultural Antecedents of Food Consumption:
Study of Fijian Consumers. Amity Global Business Review, 11.
https://web.a.ebscohost.com/abstract?
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Mixed method
article
Mathe-Soulek, K., Slevitch, L. and Dallinger, I., 2015. Applying mixed
methods to identify what drives quick service restaurant's customer
satisfaction at the unit-level. International Journal of Hospitality
Management, 50, pp.46-54.

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Table of contents
Brief summary of the theory and progression.................................................................................4
Common themes..............................................................................................................................4
Different themes..............................................................................................................................4
Study limitations..............................................................................................................................5
Future research directions................................................................................................................5

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Brief summary of the theory and progression
Consumption behavior of the customers brings significant impact on the current
restaurant industry. In order to driving the positive customer experience in the restaurant
industry, conducting the consumption model can bring significant impact on the managerial
functions (Kim, Reicks and Sjoberg 2003). By motivating the customer consumption experience,
ensuring customer satisfaction can effectively help to introduce opportunities in the market. Due
to changing needs of the customers it has become necessary for the managers to introduce as
effective consumption model in the restaurant industry for measuring the satisfaction level of the
customers. Restaurant environment can be considered as the important key factor for providing
positive experience to the customers.
Common themes
In order to ensure customer satisfaction in the restaurant sector, it is important for
management to identify the key factors that impact on the food consumption behavior of the
customers. It is true that due to improvement in socio economic status of the customers,
changing dining consumption pattern has brought significant impact on the managerial
implications. The articles, which have been developed based on the dining consumption patterns
and those impact on the management practices, have introduced various key factors that can
drive the customer satisfaction in the restaurant industry. In the first article ‘Applying the theory
of planned behavior to predict dairy product consumption by older adults’, different
psychological characteristics of the customers have been highlighted as the important contributor
for driving the consumption trends. In second article, the author has mentioned that depending on
the value of restaurant, the customer experience in the restaurant gets motivated, which indirectly
impacts on the consuming behavior (Erkmen and Hancer 2018). The third article has also

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described that in order to shape food consumption trends, different cultural variables have been
highlighted as the important contributors (Singh et al. 2016). Similarly the fourth article has
mentioned about cleanliness and accuracy as thee important key driver for ensuring positive
consumption of the customers (Mathe-Soulek, Slevitch and Dallinger 2015).
Different themes
In the first article, the author has shed light on regression analysis model that helps to
determine the perceived behavioral characteristics of customers in the restaurant sector. By
continuing this, the author has also introduced daily eating attitudes of the customers and those
impact on the perceived behavioral controlling process in the restaurant industry. In the second
article ‘Creating value for restaurant customer: The role of other customers in dining
experience’, different Dinning experience attributes have been highlighted as the important
contributor for managing the value creation process in the restaurants (Erkmen and Hancer
2018). It is true that based on the dining experience provided by the companies, the customer
satisfaction gets influenced, that impacts on the restaurant attributes. In the third article ‘An
Empirical Investigation into the Cultural Antecedents of Food Consumption: Study of Fijian
Consumers’, psychological view of the customers has been described for shaping the
consumption pattern (Singh et al. 2016). In this study, it has been identified that different cultural
variables such as value, beliefs and artifacts bring significant impact in case of developing the
strong connection with the customers. By developing close connection with the customers, food
selection process of the customers can be changed. In the fourth article, it has been mentioned
that in case of identifying the customer satisfaction drivers in the restaurant sector, using the grid
method approach, basic performance and excitement indicators in this sector can be identified
(Mathe-Soulek, Slevitch and Dallinger 2015).

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Study limitations
Analyzing all the four articles, it can be said that in the first article, the author has
mentioned about behavioral theory as well as regression analysis model for predicting the
consumption intention of the customers. However, in this article, the author has not developed
any link between these two models. On the other hand, the second article has specifically
focused on the value creation process of the restaurants. However, there are other factors such as
food quality, pricing and service standard, which are equally important for driving the
consumption habits of the customers. In the third article, the author has specifically focused on
the consumption pattern of Fijian consumers. In that case, it can be assumed that the implication
of these article can be possible in the global restaurant sector. The fourth article ‘Applying mixed
methods to identify what drives quick service restaurant's customer satisfaction at the unit-level’
has only focused on cleanness and accuracy. However, there are several factors which also play
the significant role for driving the consumption trends of the customers. On the other hand, the
author has nor mentioned about any specific industry in that case, applying this article in specific
any sector can be challenging.
Future research directions
Analyzing the future scope of the research articles, it can be assumed that the theory
which has been mentioned in the first article can play an important role for the entrepreneurs to
understand the significant impact of consumption behavior of the customers. In the second
article, the author has focused on brand value creation process. In this article, the author has
introduced the significant link between brand value creation processes and customer experience.
In the third article, different cultural variables have been highlighted which are important for
shaping food selection behavior. In that case, it can assumed that the article will play an

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important role for improving the relationship with customers. In this case, the customer
relationship management in the restaurant sector can be done in proper with the effective
implication of this theory. In the fourth article, the variables regarding customer satisfaction have
been mentioned, which can help the new organizations to improve the customer service.

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Reference list
Erkmen, E. and Hancer, M., 2018. Creating value for restaurant customer: The role of other
customers in dining experience. In Tourist Behavior (pp. 157-171). Springer, Cham.
Kim, K., Reicks, M. and Sjoberg, S., 2003. Applying the theory of planned behavior to predict
dairy product consumption by older adults. Journal of Nutrition Education and Behavior, 35(6),
pp.294-301.
Mathe-Soulek, K., Slevitch, L. and Dallinger, I., 2015. Applying mixed methods to identify what
drives quick service restaurant's customer satisfaction at the unit-level. International Journal of
Hospitality Management, 50, pp.46-54.
Singh, G., Devi, K.K., Naz, R. and Fam, K.S., 2016. An Empirical Investigation into the Cultural
Antecedents of Food Consumption: Study of Fijian Consumers. Amity Global Business
Review, 11.