The paper "Anita’ s Kitchen Restaurant Customer Survey" is a perfect example of a management research proposal. 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 to 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 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 the 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 in eating nutrition-balanced meals. Those earning between 10000€ -20000€ and those with children were loyal to the restaurant. 1.0 Overview of the study background 1.1 Anita’ s Kitchen The study was based on Anita’ s Kitchen that was located in the 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 ranging 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 were cooked in an open kitchen to ensure customers can smell it when it is made.
Secondly, customers were not limited to 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 a simple but cosy 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 the 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, research was the most appropriate way of acquiring such information.
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