Restaurant Customer Behavior Survey in Melbourne: An RCAA Study

This document presents a survey questionnaire designed by the Restaurant and Catering Association of Australia (RCAA) to investigate the future behavioral intentions of customers in Melbourne's boutique restaurants. The survey covers various aspects of the dining experience, including demographics, dining frequency, reasons for dining out, emotional reactions to the restaurant environment, and perceptions of servicescape factors like ambiance, hygiene, tangibles, and exterior décor. It also assesses customer opinions on food quality, pricing, and service, as well as factors influencing restaurant choice such as cuisine, service efficiency, and atmosphere. The survey further explores empathetic attitudes of restaurant staff, food authenticity, and behavioral intentions like returning to the restaurant and recommending it to others. Finally, it includes open-ended questions seeking suggestions for improving food quality, service, ambience, and hygiene, and feedback on pricing. Desklib provides access to this survey along with other solved assignments and past papers for students.

Running head: BUSINESS RESEARCH METHOD
BUSINESS RESEARCH METHOD
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SURVEY QUESTIONNAIRE
The Restaurant and Catering Association of Australia aims to conduct a research study to have a
better under understanding of the future behavioral intention of the customers of the boutique
restaurants in Melbourne. Thus, the following survey will be conducted. Kindly provide the
answers of the questions in this survey questionnaire as honestly as possible. All the responses
will be kept anonymous and confidential and the information will be used only for the research
purpose. Completion and return of this survey questionnaire will be considered as your consent
for participating in this survey.
1. Please state your age group
 20 – 29
 30 – 39
 40 – 49
 50 – 59
 60 years and above
2. Please state your gender
 Male
 Female
 Prefer not to say
3. Please state your monthly income level
 Less than 5000 AUD
 5001 – 7500 AUD
 7501 – 10000 AUD
 More than 10001 AUD

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4. Please mention your frequency of restaurant visit
 Once a week
 Once a month
 2 – 4 times a month
 Once in every 2 months
5. Major reasons to dine out (Select all that apply)
 Special occasions
 Lack of time for cooking
 Closer to residence
 Value for money
 Change of taste
 Preference for the service
 Preference for the cuisine
 Others
6. Please rate your emotional reactions, feelings and mood regarding the physical
environment of the restaurant that you visited.
While visiting the restaurant, I feel:
Unsatisfied ------ Satisfied -3 -2 -1 0 1 2 3
Disappointed -------- Delighted -3 -2 -1 0 1 2 3
Depressed --------- Cheerful -3 -2 -1 0 1 2 3
Bored --------- Entertained -3 -2 -1 0 1 2 3
Calm ------- Excited -3 -2 -1 0 1 2 3
Sleepy --------- Awake -3 -2 -1 0 1 2 3

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Indifferent --------- Surprised -3 -2 -1 0 1 2 3
7. Please rate the following factors to highlight the servicescape of the restaurant that you
visited. For each of the statement, please use the following scale:
1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree
Factors of the restaurant 1 2 3 4 5
Ambience
Temperature is comfortable
Aroma is tempting and enticing
Noise level is acceptable
Background music is soothing and pleasant
Air quality is acceptable
Colors are warm
Lighting is soothing and warm
Aesthetics
Architecture is attractive
Interior décor is appealing
Décor reflects the theme
Furniture is of high quality
Natural décor is pleasant
Hygiene factors
Dining area is clean

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Restrooms are clean
Corridors are clean
Tableware is clean
Tangibles
Layout is comfortable and easy to move around
Linens are high quality
Tableware and cutlery are of good quality
Table setting is attractive
Menu variety is good
Food presentation is attractive
Menu design is interesting and unique
Exterior décor
Convenient location
Surrounding area is good and safe
Parking is adequate
Parking available for handicapped
8. Please rate your opinion on the type of food served in the restaurant.
Please use the following scale to rate: 1 = Poor, 2 = Average, 3 = Fair, 4 = Good, 5 =
Excellent
Factors of the food 1 2 3 4 5
Temperature of the food served

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Flavor of the food served
Choices in the menu
Presentation of the food
Freshness of the food
Portion size
Variety of cuisines
Variety of desserts
Nutritional value
9. Are you satisfied with the price of the food in the restaurant you visited?
 Yes
 No
10. Please rate your perception while choosing a restaurant for dining out. Please use the
following scale to rate:
1 = Highly unlikely, 2 = Unlikely, 3 = Neutral, 4 = Likely, 5 = Highly likely
Food factors influencing Perception for
restaurant choice
1 2 3 4 5
Type of cuisine
Variety of alcohol choices
Variety of non-alcoholic beverage choices
Variety of starter choices
Variety of main course choices

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Variety of dessert choices
Variety of vegan food choices
Variety of vegetarian food choices
Variety of kids menu
Freshness of the food
Food presentation
Value for money
Taste of the food
Special offers
Surprise element, such as, surprise menu of the day
Innovative menu
11. Please rate your perception on service while choosing a restaurant for dining out. Please
use the following scale to rate:
1 = Highly unlikely, 2 = Unlikely, 3 = Neutral, 4 = Likely, 5 = Highly likely
Service factors influencing Perception for
restaurant choice
1 2 3 4 5
Service efficiency
Courteous attitude and friendliness of the staff
Helpfulness of the staff
Operational hours
Speedy service

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Services regarding any complaint
12. Please rate your perception on environment/atmosphere while choosing a restaurant for
dining out. Please use the following scale to rate:
1 = Highly unlikely, 2 = Unlikely, 3 = Neutral, 4 = Likely, 5 = Highly likely
Environmental factors influencing Perception
for restaurant choice
1 2 3 4 5
Relaxed ambience
Comfort in seating
Layout in the restaurant
Locational convenience
Appearance of the staff
Comfortable for kids
13. Are you satisfied with your last overall dining experience?
 Yes
 No
14. Please rate your experience on the empathetic attitude shown by the restaurant staff.
Please use the following scale to rate.
1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree
Empathetic attitude shown by restaurant staff 1 2 3 4 5
Restaurant staff give individual attention to the

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customer
Employees give personal attention to customers
Restaurant staff understand specifics needs of its
customers
Restaurant has customer’s interest at heart
Operating hours are convenient to all customers
15. Please rate your perception on the food authenticity of the restaurant. Please use the
following scale to rate.
1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree
Food authenticity 1 2 3 4 5
Authentic taste
Use of authentic cooking methods
Ingredients of food are local and authentic
Food item has relationship with heritage, culture or
custom
Restaurant theme has relationship with heritage,
culture and custom
Food served in authentic style
16. Please rate your behavioral intentions regarding the dining and restaurant service
experience. Please use the following scale to rate.
1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree

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Behavioral intentions 1 2 3 4 5
I would like to come back to this restaurant in
future
I would like to recommend this restaurant to my
family, friends and colleagues
I prefer to spend more time in the restaurant
I prefer to spend more money in the restaurant
17. Please provide suggestion on how to improve the food quality or increase menu choices
in the restaurant in future.
18. Please provide suggestion on how to improve the service quality in the restaurant in
future.
19. Please provide suggestion on how to improve the ambience and hygiene quality in the
restaurant in future.

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20. Please provide feedback on the pricing factor of the restaurant.