Dissertation Writing Example — 11

Hwang & Jinlin (2010) reference customer satisfaction in the restaurant industry leading to restaurant sales, and deals with the factors that most strongly influence customer satisfaction in the restaurant setting.  This article references a study that used AnswerTree methodology to determine what the differences are between satisfied and dissatisfied customers. The basic findings of this study reveal three perceived quality factors that influence customer satisfaction and also three perceived quality factors that influence customer dissatisfaction.  The three qualities that most determine if a customer is going to be satisfied seem to be good value, tasty food, and the cleanliness of the restaurant.  The three qualities that seem to determine if a customer is going to be dissatisfied are value, the taste of the food, and the employees’ knowledge of the menu items.  The purpose of this study is to look at these determining factors to provide meaningful information for owners of restaurants to keep their customers satisfied and make sure that they keep coming back.  The AnswerTree method of research lets the researcher look at specific groups of people to determine their levels of satisfaction or dissatisfaction.  This article also references the correlation between satisfied customers, dissatisfied customers, and customers who return to a specific restaurant (Hwang & Jinlin, 2010).

Zee-Sun & Pysarchika (2010) deal with helping multinational companies accurately identify many different factors that impact new food products that are used by Indian customers specifically.  The study begins with the increased amount of consumer targeting of Indian markets both in general and in specific as to the food markets.  This study also helps to identify the attitudinal and product attribute factors with regards to this expanding market.  The methods used in this study are applied integrated decision utility theories, and by using these methods, the researchers set out to determine how product familiarity influences product purchases, both decisions and intentions, that are based on values.  The results of this study seem to indicate that familiarity greatly influences the expected value that will be received, the perceived value that is actually received, and the intent to purchase a particular product, specifically in the Indian market where the study groupings focused.  The study also seemed to indicate that purchase intentions are only influenced by a consumer expectation of value.  This article also deals with many forms of marketing and talks about how this information can be used for marketing purposes.  Another factor that this article delves into is the westernization of many traditional Indian societies, and the economic impacts due to this westernization (Zee-Sun & Pysarchika, 2010).

Frisbee & Madeira (1986) tested the hypothesis that restaurant meals are conveniences rather than luxuries, and the study group consists of Canadian households that have two people earning money for the household expenses.  This article examines results that seem to indicate that restaurant food expenditures in this demographic support the hypothesis that many households rely on restaurant food as a convenience, rather than thinking of it as a luxury for their household.  The basic results of this study show that there is a positive relationship between the proportions of money spends on food that is allocated to discretionary meals at a restaurant and average wage rates that equal the value of time of both wage earners in the household. This study also shows a negative relationship between unearned income and the expenditures of restaurant food.  According to this article, both results support the hypothesis.  The formal hypothesis that is being tested with this study is that if meals from a restaurant are considered conveniences rather than luxuries, then the economic value of a home cooked meal becomes greater depending on the income of the wage earners, and so therefore eating at home becomes less cost effective than the cost involved with eating out (Frisbee & Madeira, 1986). 

Su (2011) initiated a study on the roles of service innovation and customer experience in ethnic restaurants.  The purposes of the research for this study are threefold, including 1.To understand the degree of service innovation influencing customers’ behavioral intention in ethnic restaurants; 2.) To explore the relationship of service innovation and customer experience in ethnic restaurants; and 3.) To explore the mediating effect of customer service experience on service innovation and behavioral intention in ethnic restaurants.  Data for this study was collected in the form of questionnaires that were distributed to ten different types of ethnic restaurants, yielding 322 samples for the study.  The results of the testing suggest that service innovation has a profound effect on both behavioral intention and customer intention.  The statistical methods of testing include descriptive statistics, exploratory factor analysis, correlation analysis, and hierarchal regression.  Statistics also seem to indicate a correlation between service innovation and the supporting of customer intention.  The article also delves into theoretical and practical implications of the results of the study, and suggests methods of future research as well as limitations of that potential research.  The article also suggests that this data would be particularly useful in helping establishments with marketing (Su, 2009).

Kim, Hertzman, and Jung-Jin(2010) studied the interactions between college students and fast food restaurants and services.  It uses the data that the top three fast food restaurants in the United States are McDonalds, Burger King, and Wendy’s, and uses surveys from 499 college students which measured the levels of satisfaction that each college student felt with each of these fast food restaurants.  The results of this study seem to indicate that the best way for fast food restaurants to hold the interest and the business of college students is to provide outstanding food quality value and practical value.  The surveys also indicated that the highest level of satisfaction among college students was Wendy’s over McDonalds and Burger King.  The purpose of this study is to help managers and executives in the fast food industry focus on the essentials of targeting their key demographics- namely college students.  The surveys indicate that a higher emphasis must be placed on value and quality to attract business from college students.  The surveys also indicate that in general, most college students are quite satisfied with the choices of fast food restaurants, the prices offered at each of these fast food restaurants, and the selection of food available at each of these fast food restaurants (Kim, Hertzman, and Jung-Jin, 2010).

Geissler (2010) suggests that offering catered food at work that is more healthy than other types of food offerings will increase the overall general health of workers and therefore their productivity.  It suggests that the catering industry as a whole has grown tremendously over the last few years, and that a recent emerging trend towards healthy eating among consumers should also translate into the workplace.  This article suggests researching the viability of having caterers extend their services beyond simply working with events, charities, and groups, but also providing healthy food into the office.  For this study, a service concept test was provided to 36 companies in reference to having catering services that specialize in healthy foods serving each of these businesses.  The findings from these surveys at these businesses seem to indicate that the trend of healthy eating is extending into the workplace, and that overall the companies that responded to the surveys seemed to have a favorable attitude towards employing catering services that offered a healthy selection of foods for their employees.  The results of this survey also seem to indicate that businesses could potentially be a promising target market for different caterers that offer healthy food selections (Geissler, 2010).













Ching-Shu Su (2011) ‘The role of service innovation and customer experience in          ethnic restaurants’. The Service industries journal, 31(3), pp.425-     440[online] available from            http://dx.doi.org/10.1080/02642060902829302[Accessed 6th Feb 2011] 

Frisbee, W & Madeira, K.  (1986).  Restaurant Meals – Convenience Goods or       Luxuries?The Service Industries JournalVolume 6, Issue 2, 1986, Pages        172 – 192.

Geissler, Gary L.(2010) ‘Healthy Food at Work? An Examination of a Proposed    Catering ServiceConcept’, Journal of Food Products Marketing, 16: 4, 350     — 360.

Gregory, Susan and Kim, Joohyang.  (2005) ‘Restaurant choice’, Journal of           foodservice business, 7(1), pp. 81-95[online] available from   http://dx.doi.org/10.1300/J369v07n01_06 [Accessed 8th Feb 2011]                    

Hwang, Jinsoo and Zhao, Jinlin.  (2010) ‘Factors Influencing Customer       Satisfaction           or Dissatisfaction in the Restaurant Business Using AnswerTree Methodology’, Journal of Quality Assurance in Hospitality          & Tourism, 11: 2, 93 — 110.

Kim, Yen-Soon, Hertzman, Jean and Hwang, Jung-Jin(2010) ‘College Students      and Quick-ServiceRestaurants: How Students Perceive Restaurant Food   and Services’, Journal of Foodservice Business Research, 13: 4, 346—        359.

Mahadevan, Meena and Blair, Dorothy.  (2009) ‘Changes in Food Habits of South         Indian Hindu BrahminImmigrants in State College, PA’, Ecology of Food      and Nutrition, 48: 5, 404 — 432.  

MeenaMahadevan, Dorothy Blair (2007), ‘Changes in food habits of south Indian         Hindu Brahmin immigrants in state college, PA’.  Ecology of food and         nutrition, 48(5), pp.404-432, Informaworld [online] available from:            http://dx.doi.org/10.1080/03670240903170533[Accessed 18th Jan          2011]

Skålén, Per.  (2009). ‘Service marketing and subjectivity: the shaping of              customer-oriented employees’, Journal of Marketing Management, 25: 7,        795 —809.

Su, Ching-Shu.  (2011) ‘The role of service innovation and customer experience in ethnic restaurants’, The Service Industries Journal, 31: 3, 425 — 440,         First published on: 12 October 2010 (iFirst)               

Walter, U, Edvardsson, B, & Ostrom, A.  (2010).  Drivers of customers’ service     experiences: a study in the restaurant industry.  Managing Service Quality    Vol. 20 No. 3, 2010 pp. 236-258

Yen-Soon Kim, Jean Hertzman, and Jung-Jin Hwang, (2010) ‘College students      and quick-service restaurants: How students perceive restaurant food and       services’, Journal of foodservice business research, 13(4), pp. 346-    359[online] available from                         

http://dx.doi.org/10.1080/15378020.2010.524536 [Accessed 7th Feb     2011]

Yun, Zee-Sun and Pysarchik, Dawn Thorndyke(2010) ‘Indian Consumers’ Value-   Based New Food Product Adoption’, Journal of Food Products Marketing,           16(4), pp. 398-41 [online] available from       http://dx.doi.org/10.1080/10454446.2010.509248 [accessed 9th Feb           2011]

Zee-Sun Yuna; Dawn Thorndyke Pysarchika.  Indian Consumers’ Value-Based                New Food Product AdoptionJournal of Food Products MarketingVolume 16, Issue 4, 2010, Pages 398 – 417.

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