Anitas Kitchen Restaurant Customer Survey - Research Proposal Example

Anita’s Kitchen Restaurant Customer Survey By (Name) Course Tutor University Date Executive summary Anita’s Kitchen Restaurant customer survey was based on a restaurant called Anita’s Kitchen Restaurant based in Birmingham along Broad Street. The restaurant was frequented by youthful customers seeking affordable meals but was faced by competition that was stiffening due to many other restaurants that were opening. The survey was conducted to evaluate factors that would enable the restaurant remain attractive to its customers and also help the management in decision making regarding an expansion plan that was about to take place. A cross-sectional study was conducted in Birmingham city restaurants using a survey questionnaire that targeted those who had lived in Birmingham for over a year and had a dinner at least once or more per week in a restaurant. Questionnaires were collected during dining parties whereby data collection lasted 14 days. Data was input into SPSS version 22 and analyzed using descriptive statistics and cross tabulation. Statistics were presented in tables, pie charts and bar graphs. The findings revealed customers were satisfied with services at Anita’s Kitchen Restaurant and were likely to return, were likely to recommend it to others. Customers agreed the hotel restaurant had friendly services, had large size food servings, employees were knowledgeable and provided services speedily. The target market was middle adult age (35-49 years). Customers who were satisfied had a behavior of buying new brands and new things and did not show much interest on eating nutrition balanced meals. Those earning between 10000€-20000€ and those with children were loyal to the restaurant. Table of Contents Executive summary 2 1.0 Overview of the study background 4 1.1 Anita’s Kitchen 4 1.2 Rationale for the study 5 1.3 Research objectives 5 2.0 Research design 6 2.1 Research design 6 2.2 Study area 6 2.3 Study population 6 2.4 Sampling technique and sample size 6 2.5 Data collection, processing and management 6 3.0 Findings 7 3.1 Customer Satisfaction 7 3.2 Problem’s with food or other aspects of the restaurant 9 3.3 Common characteristics of satisfied customers 13 3.4 Target Market 16 3.5 Groups of Customers that are committed to Anita’s Kitchen Restaurant 18 3.6 Reasons for commitment 20 5.0 Conclusion 22 4.0 Study limitations and proposals for future research 23 5.0 References 24 6.0 Appendices 25 1.0 Overview of the study background 1.1 Anita’s Kitchen The study was based on Anita’s Kitchen that was located in Birmingham United Kingdom along Broad Street, which is the most popular street in drinking, dining and entertainment. The restaurant established in 2005. It serves foods of different ethnic origins raging from Indian, Italian, Thai and Chinese foods. The target customers were students, families and young professionals looking for enjoyable but affordable meals. The restaurant used a number of strategies to keep customers attracted. Firstly, the restaurant was based on a wide array of popular ethnic foods that was cooked in open kitchen to ensure customers can smell it when it is made. Secondly, customers were not limited on how much they can eat. Food was served at a fixed price and customers are allowed to eat as much as they can afford. In addition, the interior design contributed to the alluring nature of the restaurant. It emphasized the exotic nature of food at the restaurant by displaying pictures, ingredients and maps indicating their countries of origin thereby providing simple but cozy and comfortable environment to its diverse customers. The hotel was brightly lit to provide a fun and festive atmosphere for its young customers. Customer traffic was high and the restaurant was always bustling with activities. However, the restaurant was keen to offer fast and friendly services as part of a strategy to provide an appeal to customers. 1.2 Rationale for the study Customer traffic at Broad Street was high but competition was intense. Many restaurants had opened along the street and competition for the customers was intensifying. Anita’s Kitchen required new strategies to keep and attract customers. The restaurant was constantly attempting to evaluate and improve on what it could offer to its customer. To develop effective strategies, the owner needed information to understand aspects of the restaurant that influenced customer satisfaction and what could be improved. Therefore, a research was the most appropriate way of acquiring such information. 1.3 Research objectives 1. To find out if Anita’s Kitchen customers were satisfied or not and if not why not? 2. To find out if there were problems with the food, the atmosphere or any other aspect of the restaurant such as employees or service 3. To find out what were the common characteristics of satisfied customers 4. To find out whether the target market was correctly defined or it needed focus on a different niche 5. To find out if there were sub-groups of customers that were more committed to the restaurant and if so why? 1.4 Justification for the study Carrying out a research to achieve the above objectives would help the restaurant gather adequate information that would enable it focus marketing efforts and improve service delivery to customers. Secondly, the information obtained from the research would help the restaurant be clear in its pending decision to expand from Birmingham city to open two more subsidiaries in Manchester and Edinburgh through its five-year strategic plan that was ongoing. 2.0 Research design 2.1 Research design It was a cross-sectional study conducted within a fourteen days period whereby information was collected from customers through questionnaires (Cavanaugh and Whitbourne, 1999). 2.2 Study area The study was conducted in Restaurants within Birmingham city. 2.3 Study population Study participants were customers who were dining out in any restaurant 2.4 Sampling technique and sample size Inclusion criteria indicated that only customers who dined at least once or more in a restaurant would be involved in the study. However, customers who did not reside in Birmingham City were excluded from the study. A convenience sample was used to identify 427 study participants. 2.5 Data collection, processing and management Data was collected using a questionnaire that had demographic information questions, eleven questions captured information on customer perceptions, eleven questions captured customer lifestyle information, four questions captured loyalty information, four questions on factors that were important in choosing a restaurant, and other behavior related questions regarding dining at Anita’s Kitchen Restaurant. Questionnaires were distributed and collected everyday over a 14 day period. In instances where customers were in groups or couples, the questionnaire was collected from one member of the dining party. Data was put into SPPSS, analyzed and presented in graphs, charts and tables. 3.0 Findings 427 questionnaires were analyzed using SPPS version 22. All respondents agreed they were living in UK for over an year, are living in Birmingham ad eat out in a proper restaurant at least once a week. 3.1 Customer Satisfaction Regarding customer satisfaction, respondents were asked whether they felt satisfied by Anita’s Kitchen Restaurant, whether they were likely to return and if they were likely to recommend it to other friends. Majority of the customers (48.9%)responded that they were satisfied with services while a total of 38.7 % of those who responded said they were likely to return. More information is presented in the table 1. A total of 22% said they were not likely to return to Anita’s Kitchen restaurant, 25.5% were undecided while 38.7 % likely to return as presented in Figure 1. Unfortunately more than half of study participants said somewhat they would not recommend other people to dine at Anita’s Kitchen Restaurant. Majority did patronage of Anita’s Kitchen Restaurant once a month as presented in table 2 below. Table 1. Customer satisfaction with Anita’s Kitchen Restaurant Variable Frequency Percentage (%) Somewhat not satisfied 42 9.8 Undecided 175 41.0 Somewhat satisfied 109 25.5 Satisfied 100 23.4 Did not respond to question 1 0.2 Figure 1. Likelihood of study participants to return to Anita’s Kitchen Restaurant Figure 2. Likelihood to recommend Anita’s Kitchen Restaurant to others. Table 2. Frequency of patronage of Anita’s Kitchen Restaurant Frequency of Patronage of Anita’s Kitchen Restaurant Frequency Percentage (%) Less than a month 111 26.0 Once a month 178 41.7 2 or more times a month 111 26.0 Did not respond to question 27 6.3 3.2 Problem’s with food or other aspects of the restaurant Majority (56.2 %) of participants somewhat agreed employees were friendly as presented in table 3. 24.40 somewhat disagreed that the restaurant was a fun place to eat as compared to 13.30% who said it was somewhat a fun place to eat as shown in figure 3. 32.1 % agreed the restaurant served large size portions as compared to 8.7 who disagree as shown in figure 4. Nobody disagreed with the statement that the restaurant served fresh foods as presented in table 4. Majority somehow agreed the prices were reasonable and the restaurant had an attractive interior as shown in figure 5 and 6 respectively. Table 3. Friendliness of Employees Response Frequency Percentage (%) Disagree 7 1.6 Somewhat Disagree 113 26.5 Neutral 67 15.7 Somewhat agree 240 56.2 Figure 3. Whether Anita’s Kitchen is a fun place to eat Figure 4. Anita’s Kitchen Restaurant has large size portions. Table 4. Anita’s Kitchen has Fresh foods Response Frequency Percentage (%) Neutral 90 21.2 Somewhat agree 100 23.4 Agree 63 14.8 Strongly agree 171 40.0 Did not respond to question 3 0.7 Figure 5. Food prices are reasonable Figure 6. Restaurant has an attractive interior Only 3.0 % of respondents somewhat disagreed that the hotel had excellent food taste. Moreover, only 12. 2 % disagreed with the statement that employees were knowledgeable. A smaller proportion of respondents said the food was not in proper temperatures. Majority agreed the speed of services was appropriate while nobody disagreed. Table 5 has more details. Table 5. Aspects of the restaurant and food Variable Response Frequency Percentage Excellent Food taste Somewhat disagree 13 3.0 Neutral 95 22.2 Somewhat agree 143 33.5 Agree 104 24.4 Strongly agree 72 16.9 Knowledgeable employees Somewhat disagree 52 12.2 Neutral 92 21.5 Somewhat agree 206 48.2 Agree 59 13.8 Strongly agree 13 3.0 Proper food temperature Disagree 13 3.0 Somewhat disagree 64 15.0 Neutral 117 27.4 Somewhat agree 148 34.7 Agree 69 16.2 Strongly agree 12 2.8 Speed of service Neutral 90 21.1 Somewhat agree 102 23.9 Agree 232 54.3 Did not respond 3 0.7 3.3 Common characteristics of satisfied customers A cross tabulation of satisfaction with various characteristics of the customer was done to evaluate the characteristic of customers who were satisfied. As presented in table 6, 82.0% of satisfied customers try new different things and majority 45.4 % of somewhat satisfied people said they are somewhat party people. 55.6 % of satisfied people said people come to them and 56% disagreed that they avoid fried foods. 31% of satisfied respondents somehow disagreed they like going out socially and 37 % of them strongly agreed that friends come to them. They did not agree that they eat balanced diet, half of them said they were not careful with what they eat. An equivalent proportion said they like buying new products. In addition, 69 % liked trying new brands. Table 6 presents the above summaries. Table 6. Common Characteristics of satisfied customers Characteristic of the customer Response Satisfaction Somewhat not satisfied (%) Undecided (%) Somewhat satisfied (%) Satisfied (%) Try new and different things Somewhat disagree 0.0 4.0 0.0 0.0 Neutral 85.7 19.5 23.4 18.0 Somewhat agree 14.3 34.5 0.0 0.0 Agree 0.0 42.0 76.6 82.0 Party person Disagree 4.0 8.0 0.9 4.0 Somewhat disagree 59.5 21.0 12.0 22.6 Neutral 31.0 64.0 38.0 49.9 Somewhat agree 4.8 4.0 45.4 17.6 Agree 0.0 0.0 3.7 5.9 People come to me Somewhat disagree 23.8 12.1 5.6 0.0 Neutral 0.0 21.8 17.8 13.1 Somewhat agree 45.2 28.2 5.6 25.3 Agree 0.0 27.0 27.1 6.1 Strongly agree 31.0 10.9 43.9 55.6 Avoid fried foods Strongly disagree 0.0 3.5 13.0 22.0 Disagree 4.8 21.4 26.9 56.0 Somewhat disagree 31.0 14.5 16.7 19.0 Neutral 38.1 23.1 43.5 3.0 Somewhat agree 26.2 37.6 0.0 0.0 Likes to go out socially Disagree 0.0 7.6 6.5 19.0 Somewhat disagree 38.1 11.6 11.1 31.0 Neutral 61.9 54.7 25.9 24.0 Somewhat agree 0.0 26.2 56.5 26.0 Friends come to me Somewhat disagree 23.8 12.0 5.7 0.0 Neutral 0.0 21.7 17.0 13.0 Somewhat agree 45.2 36.6 21.7 25.0 Agree 31.0 18.3 19.8 25.0 Strongly agree 0.0 11.4 35.8 37.0 Self-confident Strongly disagree 0.0 0.0 2.8 0.0 Disagree 0.0 9.8 13.0 10.1 Somewhat disagree 13.8 33.3 16.1 36.8 Neutral 29.3 16.7 13.0 32.3 Somewhat agree 31.7 58.0 27.8 5.1 Agree 24.4 15.5 43.5 36.4 Eat balanced nutritious meals Strongly disagree 0.0 0.0 17.0 0.0 Disagree 0.0 16.7 16.0 25.0 Somewhat disagree 16.7 19.0 11.3 38.0 Neutral 28.6 19.5 55.7 31.0 Somewhat agree 23.8 44.8 0.0 6.0 Agree 31.0 0.0 0.0 0.0 Buy new products Disagree 0.0 1.1 0.0 0.0 Somewhat disagree 0.0 2.3 0.0 0.0 Neutral 31.7 14.9 11.1 6.0 Somewhat agree 53.7 30.5 0.0 12.0 Agree 14.6 45.4 54.6 50.0 Strongly agree 0.0 5.7 34.3 32.0 Careful about what I eat Strongly disagree 0.0 0.0 5.5 6.0 Disagree 0.0 8.1 16.5 37.0 Somewhat disagree 54.8 11.0 53.2 51.0 Neutral 14.3 57.0 5.5 6.0 Somewhat agree 0.0 23.8 19.3 0.0 Agree 31.0 0.0 0.0 0.0 Try new brands Neutral 31.0 23.6 16.5 18.0 Somewhat agree 69.0 31.0 6.4 13.0 Agree 0.0% 45.4% 77.1% 69.0% 3.4 Target Market Close to half of study participants (46.4 %) travelled less than 1 mile to reach Anita’s Kitchen Restaurant, 59 % were males, all of them had children but most of the (48. 5 %) had 1-2 children as shown in figure 7, 8 and table 7 respectively Figure 7. Distance travelled to Anita’s Kitchen Restaurant Figure 8. Gender Table 7. Number of children No. of Children at home Frequency Percentage (%) 1-2 Children at home 207 48.5 More than 2 children at home 129 30.4 Did not respond to question 3 0.7 Study participants were between 18 years to 60 years and above. However, 51.3 % were between 35-49 years old as shown in figure 9. Majority (26. 5 %) earned between 20,001€ to 30,000€ as shown in table 8 below. Figure 9. Age distribution Table 8. Income Gross income (€) Frequency Percentage (%) 10,000-20,000 93 21.8 20,001-30,000 113 26.5 30,001-40,000 52 12.2 40,001-50,000 91 21.3 50,001 or more 78 18.8 3.5 Groups of Customers that are committed to Anita’s Kitchen Restaurant A cross tabulation was done comparing the likelihood of a customer to return to Anita’s Kitchen Restaurant with different groups that were involved in the study to identify groups that were committed to the restaurant. From the findings, males were more likely to return (65.3%) than females (34.7), those who were 35-49 years (56.9 %) were more likely to return than other age groups and those with an income worth 10,000-20000 were more likely to return (47.2 %) compared with those with income below or above that. Respondents who had children were more likely to return. Increase in number of children increased chances of returning to the restaurant. There was no association between distance travelled and the likelihood to return to the restaurant. Table 9 below presents more findings Table 9. Groups of customers that are committed to Anita’s Kitchen Restaurant. Variable Response Likely to return Not likely Somewhat not likely Undecided Somewhat likely Likely Gender Male 0.0% 26.1% 67.3% 73.1% 65.3% Female 100.0% 73.9% 32.7% 26.9% 34.7% Age (yrs) 18-25 0.0% 0.0% 9.1% 14.0% 18.1% 26-34 0.0% 6.8% 12.7% 0.0% 16.7% 35-49 100.0% 22.7% 53.9% 65.6% 56.9% 50-59- 0.0% 64.8% 21.8% 15.1% 2.8% 60 and over 0.0% 5.7% 2.4% 5.4% 5.6% Income (€) 10,000-20,000 0.0% 0.0% 29.1% 10.8% 47.2% 20,0001-30,000 0.0% 31.8% 34.5% 22.6% 8.3% 30,001-40,000 0.0% 17.0% 15.2% 6.5% 8.3% 40,001-50,000 100.0% 51.1% 4.8% 12.9% 27.8% 50,001 or more 0.0% 0.0% 16.4% 47.3% 8.3% No. of Children at home No children at home 100.0% 88.4% 62.8% 17.2% 5.6% 1-2 Children at home 0.0% 9.3% 20.1% 17.2% 41.7% More than 2 children at home 0.0% 2.3% 17.1% 65.6% 52.8% Distance travelled Less than 1 mile 100.0% 81.6% 60.1% 16.1% 9.7% 1-3 miles 0.0% 13.8% 23.9% 23.7% 44.4% More than 3 miles 0.0% 4.6% 16.0% 60.2% 0.0% 3.6 Reasons for commitment Study participant response regarding characteristic of the restaurant, services and food were compared with likelihood to return to identify reasons for commitment. Those who agreed the restaurant (30.4%) had friendly services were likely to return which is a sign of commitment. Other identified reasons include, the restaurant is a fun place to eat (32.7%), serves fresh food (35.3 %), excellent food taste (55.6 %), knowledgeable employees (100%), proper food temperature (50 %) and high speed of service (31.4%). Table 10 below has a more detailed summary. Table 10. Reasons for commitment. Characteristics of food, hotel and services. Response Likely to return Not likely (%) Somewhat not likely (%) Undecided (%) Somewhat likely (%) Likely (%) Friendly employees Disagree 0.0 0.0 100 0.0 0.0 Somewhat Disagree 5.3 26.5 30.1 38.1 0.0 Neutral 0.0 29.9 70.1 0.0 0.0 Somewhat agree 0.0 16.0 32.5 21.1 30.4 Fun Place to eat Disagree 0.0 0.0 100 0.0 0.0 Somewhat Disagree 0.0 51.9 26.0 11.5 10.6 Neutral 2.7 15.1 52.0 22.2 8.0 Somewhat agree 0.0 0.0 10.9 56.4 32.7 Agree 0.0 0.0 0.0 0.0 100 Large size portions Disagree 0.0 45.9 54.1 0.0 0.0 Somewhat Disagree 0.0 24.3 58.6 0.0 17.1 Neutral 0.0 47.5 8.1 25.3 19.2 Somewhat agree 4.4 5.1 36.0 45.6 8.8 Agree 4.4 5.1 36.0 45.6 8.8 Fresh food Neutral 6.7 34.8 58.4 0.0 0.0 Somewhat agree 0.0 16.2 51.5 32.3 0.0 Agree 0.0 30.2 41.3 9.5 19.0 Strongly agree 0.0 12.4 20.0 32.4 35.3 Reasonable prices Disagree 0.0 45.9 54.1 0.0 0.0 Somewhat Disagree 0.0 24.3 58.6 0.0 17.1 Neutral 0.0 36.4 17.1 19.4 27.1 Somewhat agree 6.5 7.6 52.2 19.6 14.1 Agree 0.0 0.0 35.4 52.1 12.5 Attractive Interior Disagree 0.0 26.9 50.0 23.1 0.0 Somewhat Disagree 6.1 36.7 33.7 12.2 11.2 Neutral 0.0 14.0 6.1 43.0 36.8 Somewhat agree 0.0 0.0 0.0 24.0 76.0 Agree 1.4 20.7 38.7 22.1 17.1 Excellent Food taste Somewhat disagree 46.2 53.8 0.0 0.0 0.0 Neutral 0.0 36.2 57.4 6.4 0.0 Somewhat agree 0.0 8.5 41.5 40.8 9.2 Agree 0.0 24.3 33.0 24.3 18.4 Strongly agree 0.0 13.9 25.0 5.6 55.6 Knowledgeable employees Somewhat disagree 11.5 13.5 51.9 23.1 0.0 Neutral 0.0 57.6 21.7 20.7 0.0 Somewhat agree 0.0 13.1 51.9 15.0 19.9 Agree 0.0 0.0 15.5 53.4 31.0 Strongly agree 0.0 0.0 0.0 0.0 100 Proper food temperature Disagree 46.2 53.8 0.0 0.0 0.0 Somewhat disagree 0.0 11.3 67.7 21.0 0.0 Neutral 0.0 43.6 46.2 5.1 5.1 Somewhat agree 0.0 14.9 31.1 37.8 16.2 Agree 0.0 0.0 30.9 17.6 51.5 Strongly agree 0.0 0.0 0.0 50.0 50.0 Speed of service Neutral 6.7 7.8 37.8 47.8 0.0 Somewhat agree 0.0 48.0 39.2 12.7 0.0 Agree 0.0 14.0 38.4 16.2 31.4 5.0 Conclusion From the finding, it can be concluded that the participants were satisfied with Anita’s Kitchen Restaurant since only 9.8% of those interviewed stated that they were somewhat not satisfied. Majority of respondents said they were likely to return to the restaurant and can recommend it to others which is a confirmation that they were indeed satisfied with the services, food and environment at Anita’s Kitchen Restaurant. The frequency of patronage was once a month or sooner than that, hence suggesting participants were happy and satisfied with the restaurant. The minority who were satisfied reported the restaurant had small size food portions compared to other restaurants and the prices were relatively in addition to lack of variety to match their needs. The characteristics of satisfied customers include the willingness to recommend other people to visit the clinic, high likelihood to return the clinic and high frequency of patronage. However, the basic behaviors and characteristics that were associated with satisfied customers were interest in trying out things, waiting for people and friend to go for them and high appetite to buy new products and try out new brands. Majority of satisfied people did not care about eating a balanced diet and did not care about what they ate. Besides, they were not self-confident. The market was not correctly defined in many aspects except in regards to distance travelled to the restaurant since the finding indicated majority travelled less than a mile to the restaurant. However, a significant proportion of respondents travelled for more than three miles to the restaurant. The findings revealed most customers might not be college students as thought before because all of the participants had children. Majority were between 35-49 years old which indicated they were people probably have completed college and settled with their families, working. Male participants were more committed than female participants were. Moreover, those who had the least income (10000€-20000€) were more committed. Having children increased the likelihood of being more committed and those with more than two children were more likely to be committed. The reasons for commitment included availability of fresh food, friendly services, reasonable pricing and speed of services at the restaurant. 4.0 Study limitations and proposals for future research The following are the study limitations that were perceived during this research. 1. Questionnaire The questionnaire was not exhaustive in addressing the needs of the research. The specific type of food preferred by participants would provide adequate good findings for us during the planned expansion of the restaurant. There were no questions regarding cleanliness of the restaurant, comfort in using the seats, tables and ample spacing, which is a key consideration for customers in a restaurant (Ribeiro Soriano, 2002, p. 3; Saad Andaleeb and Conway, 2006, p. 4). I suggest those questions should be added next time . Respondents were not free to share their thoughts. There was too much guidance. The questionnaire had overused likert scale questions for a questions that required a closed answer such as yes or nor. This made analyzing and interpretation of findings was unclear due to very wide freedom of choice by respondents in questions that required a specific answer. The questionnaire was not open to allow customers give their suggestions and advice on how the restaurant could improve its services and efficiency (Rea and Parker, 2014, pp. 756–814). 2. Sampling It was wrong to base sampling technique in all restaurants and not specifically in Anita’s Kitchen restaurant. Meeting respondents in various hotels increased the chances of meeting clients who had no experience in Anita’s Kitchen Restaurant. Therefore, that increased the likelihood of getting wrong information that could lead to wrong findings and conclusions. I suggest next time the study should focus to those eating at the restaurant under study. Secondly, information was gathered during dining party’s only thereby leaving out customers who visited during the day for light meals, tea or lunch. It is very possible that the nature and interest of clients who visits for certain meals and at specific times have different characteristics, preferences and perceptions to the restaurant. I suggest data collection should be done anytime the restaurant is open for services (Sapsford and Jupp, 2006, pp. 173–179). 5.0 References Cavanaugh, J.C., Whitbourne, S.K., 1999. Research methods. Oxford University Press. Rea, L.M., Parker, R.A., 2014. Designing and conducting survey research: A comprehensive guide. John Wiley & Sons. Ribeiro Soriano, D., 2002. Customers’ expectations factors in restaurants: The situation in Spain. Int. J. Qual. Reliab. Manag. 19, 1055–1067. Saad Andaleeb, S., Conway, C., 2006. Customer satisfaction in the restaurant industry: an examination of the transaction-specific model. J. Serv. Mark. 20, 3–11. Sapsford, R., Jupp, V., 2006. Data collection and analysis. Sage. 6.0 Appendices Read More