(All students must complete the electronic Quantitative Report Cover Sheet in L@G – your assignment will not be marked otherwise)
This report must be written in Times New Roman, 1.5 spaced and size 12 point font. If not, you will lose marks in your formatting.
Remove everything that is in yellow in this template.
Assignment 2 – Quantitative Research
An Examination of Factors Related to Fine Dining Restaurants
Ms Tiramisu, a fine dining restaurant owner, has commissioned a report which will assist her in knowing if she is providing her customers with the experience they are seeking. Therefore, the purpose of this report is to analyse… (write down what this study examines; what are we trying to find out). To achieve this, a (what type of research will be used?). From the analysis, three recommendations…(finish the sentence).
The Introduction should include a brief overview of the study. Give a brief description of what the reader is just about to read. It should include the purpose of the report. Remember, if you include a general statement about the topic, be sure to reference it.
You MUST state that there are three recommendations provided at the end of the report.
Hint: Look at the ‘Study Introduction’ section in the Excel spreadsheet. But do NOT just list all seven factors and variables – just mention that there are seven factors and two variables that are being measured.
This literature review examines…
A 350-500 word literature review exploring fine dining restaurant customers’ experiences. In other words, search literature that describes or explains why people choose fine dining restaurants (or what they expect or factors related to fine dining restaurants). You must have a minimum of six academic, peer-reviewed journals/references.
Reference EVERY sentence that is not your own. No direct quotes.
(1) What is the demographic profile of customers who visit fine dining restaurants?
(2) Which factors do customers rate as the most important and least important when visiting a fine dining restaurant?
(3) Are the importance ratings of factors of a fine dining restaurant significantly different between male and female customers?
(4) Are the male and female customers’ overall expectation ratings of their fine dining experience correlated with their revisit intentions to the restaurant?
You must have the following otherwise you will lose marks:
(These should be brief with only one sentence and you can use direct quotes in this section.)
- Quantitative analysis or method definition with a reference (reference)
- How was the data collected and analysed – what method was used?
- Who was it collected from?
- How many participants were in the sample?
Hint: Look at ‘Sample’ section in ‘Study Introduction’ section in the Excel spreadsheet.
- What calculations were conducted?
Once the data were successfully collected, (write here what calculations were conducted – i.e. what calculations did we make in the Excel spreadsheet?).
- Given definitions of the calculations with references for each one – mean (reference), standard deviation (reference), t-test (reference), correlation (reference). Remember: use only one sentence for each definition. You can use direct quotes here. All of these definitions can be put into one paragraph.
The definition of the mean is
The definition of standard deviation is
The definition of a t-Test is
The definition of correlation is
Do not include a definition of demographics (This is unnecessary information).
- What tables were produced?
Two tables were produced from the analysis which included (write down the names of the two tables).
This is where you put the two tables. What were the major findings?
If it helps, use sub-headings to format this section.
Do not put correlation in a table.
Put the Demographic Profile first and write two or three observations about the table. Look at the table and see if there are any significant results worth discussing. Do not discuss every single result.
What was found (what came from the analysis)?
Example: When describing results from the tables…
As can be seen in Table 1, the most common age category is between the ages of 18 and 30, which had 80 park visitors. However, from the total sample there are only 15 people over the age of 60. From this it could be assumed that visiting theme parks may not be a particularly favoured activity of senior citizens, or that the rides and activities at the park be too fast-paced and not as suitable for them. Also noteworthy from Table 1 is that over half of the customers visiting the park, a total of 100, are in the two lowest income categories, earning below $50,000 per annum. From this result it is assumed that theme parks appeal to more people in low socio-economic groups. It is presumed that this class places a higher importance on theme park activities in terms of value for money.
Use these phrases to make assumptions about the result.
This may be because…
From this result, it could be assumed that…
Maybe discuss the two highest (most important) ratings for males, two for females, and two for the total sample.
As can be seen from Table 2, the most important factor for customers at the fine dining restaurant is (xxx) with a mean of (xxx). This may be because (give a feasible or believable reason here why you think this is the case).
Maybe discuss the two lowest ratings (least important) ratings for males, two for females, and two for the total sample.
As can be seen from Table 2, the least important factor for male customers is the range of attractions, with a mean of only 2.51. Stereotypically, males are high thrill seekers who are constantly searching for more to fulfil their needs. From the results, it can be assumed that the park may not have a broad enough range of attractions for male customers to choose from. Similarly, the second lowest rated score of factors for males is the uniqueness of attractions, with a mean of 3.39. Again, from this it could be assumed that the park lacks a wide enough range of novel and innovative attractions and activities for male customers to enjoy, in order to satisfy their natural risk-taking behaviour and desire for new and different experiences.
Table 2 indicates that the range of attractions is the highest rated factor for females, with a mean of 4.08, which is the exact opposite of what was indicated in the male data. This may imply that females are generally more easily satisfied with what is given to them, and aren’t always looking for something more. The least rated factor for women was their interaction or involvement with park characters, with a mean of only 3.22. This could be because The Marvel Comic Hero’s theme park’s name already suggests that the park will provide customers with a number of interactive characters for them to enjoy.
Discussion of results from the t-tests – were there any significant differences in importance ratings of factors and variables between male customers and female customers.
Results from the t-Test in Table 2 show that the overall experience (0.53), park design (0.90), environmental integration (0.35), and the uniqueness of attractions (0.47) all had a p value greater than 0.05. This means that there are no significant differences in those success factors and variables between male and female customers’ importance ratings. Conversely, the range of attractions (0.00), safety and security (0.04), capacity and queue management (0.01), interaction/involvement with park characters (0.00) had a value p value of less than or equal to 0.05. This means there are significant differences (finish the sentence).
From the p value data, capacity and queue management (0.00) have a significant difference in what female and male customer importance ratings were. From this it could be assumed that stereotypically males are less patient than females. In contrast, Table 2 indicates that the uniqueness of attractions (0.47) provides no significant difference in the importance ratings of female and male customers. From this result it could be assumed that The Marvel Comic Hero’s theme park provided a satisfactory unique identity for both genders.
Discussion of correlation results – what was the relationship between overall experience ratings and intention to revisit the restaurant for the male customers, female customers and the total sample.
For the total sample, the correlation between the overall ratings of the theme park experience and revisit intentions is r= 0.24. This means that there is low positive correlation.
For the male sample, the correlation between the overall ratings of the theme park experience and revisit intentions is r= 0.07. This means that there is almost no or very low positive correlation.
For the female sample, the correlation between the overall ratings of the theme park experience and revisit intentions is r= 0.51. This means that there is a moderate positive correlation.
Remember, this section is worth the most marks so it should be the longest section.
The conclusion should contain a summary of major findings.
Comparisons must be made between findings from this study and those discussed in the literature review (use the authors’ names when referring to similarities between your findings and the literature review.
The purpose of this report was to investigate customer importance ratings of a fine dining restaurant and whether differences existed between male and female customers regarding those ratings. The research found that (briefly summarise all of the results here – do not go into detail; just give a mini version of your answers to the four research questions).
Comparing the results of this study and the literature review of previous studies, (some/several/no) similarities and differences can be found. For the similarities, the literature review demonstrated that safety and security (reference), and queue management for rides (reference) and attractions (reference) are the major critical theme park success factors. This coincides with the results of this report as safety and security was the most important factor for (both females and males -This is only an example – you have write down what actually happened in your report. For the differences, the literature review indicates that staff’s knowledge of the park is also an important factor, and it can show the professionalism of theme parks, further achieving favorable customer experience, which effectively results in customer revisit intentions. However, this cannot be found in the results of this report.
No future research comment needed.
What might the restaurant owner do to improve the experience ratings based on the major findings of this study.
They must come from discussions you have made in the ‘Results’ section – don’t just make them up. So, look at your discussion in the Results section and choose a rating from there that you discussed and create a recommendation about it. For example, if you discussed the ‘cleanliness’ factor in your Results section, then develop a recommendation about it here but ONLY IF YOU DISCUSSED IT IN THE RESULTS SECTION.
What is the least/most important factor?
What can be done with/about it?
How can the recommendation be achieved?
These must make sense and be achievable.
You must have three recommendations
- It is recommended that as there are only x number of customers between the ages of x and x, that marketing efforts be focused on that particular market segment to attract more of them to a fine dining restaurant. This could be achieved by firstly ensuring that there is an equal amount of fast paced and more laid-back rides and activities for all customers.
- As female customers showed a high rating of importance for xxxxxxx, it is recommended that the restaurant owner acknowledge this by ensuring that (write here what the owner should do). This could be achieved by…
- As male customers had a low/high overall experience rating, it is recommended that the restaurant owner rectify this problem. This could be achieved by…
References: (on a new page)
List all references used in the report
Your list must be in alphabetical order. Journal names, book names and volume numbers must be in italics. The second and subsequent lines must be in indented.
Dong, P., & Siu, N. Y. (2013). Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management, 36(7), 541-551. doi:10.1016/j.tourman.2012.09.004
Fisher, M. J., & Marshall, A. P. (2009). Understanding descriptive statistics. Australian Critical Care, 22(2), 93-97. doi:10.1016/j.aucc.2008.11.003
Geissler, G. L., & Rucks, C. T. (2011). The overall theme park experience: A visitor satisfaction tracking study. Journal of Vacation Marketing, 17(2), 127-138. doi:10.1177/1356766710392480
Jawlik, A. (2016). Statistics from A to Z: Confusing concepts clarified. Hoboken, New Jersey: Wiley.
Manikandan, S. (2011). Measures of central tendency: The mean. Journal of Pharmacology and Pharmacotherapeutics, 2(2), 140-142. doi:10.4103/0976-500X.81920
McClung, G. W. (1991). Theme park selection: Factors influencing attendance. Tourism Management, 12(2), 132-140.
Min, D. A., Hyun, K. H., Kim, S., & Lee, J. (2017). A rule-based servicescape design support system from the design patterns of theme parks. Advanced Engineering Informatics, 32(2), 77-91. doi:10.1016/j.aei.2017.01.005
Pikkemaat, B., & Schuckert, M. (2007). Success factors of theme parks – an exploratory study. Tourism, 55(2), 197-208.