Effect of Qualitative Determinants, and Role of Moderating Perceived Price on Customer Satisfaction, Loyalty and Behavioral Intentions.

Fast-Casual Restaurants Sector

Prepared by: Nour Akkoumeh & Sarah Youssef Presented to: Dr. Elie Menessa January 25th, 2011
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General Introduction
General Importance

Discovery of the three influential determinants of quality dimensions; ~ Quality of food, ~ Quality of Service, ~ Physical environment These determinants are so influential that a slight change in one of them is directly linked to the level of customer satisfaction. Mix of both Tangibles and In Tangibles
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General Introduction
Specific Importance

Why Lebanon?
What determines peoples choice of restaurants. Why now?

General Introduction
Relevance and Timeliness
Large numbers of restaurants giving costumers too many options. Boom in the causal sector in lebanon in the past decade or so has been noticeable yet ignored in research.

Personal Importance Why do we always come here?!

Research Aim and Question

What are the most significant dimensions of quality in importance towards satisfaction and loyalty? Does moderating perceived price acts influential in the costumer satisfaction development and relationship between the three dimensions of quality and intentions? Is customer satisfaction an important determinant to behavioral intentions?

Hypothesis Testing

Hypothesis 1: Quality of food = Costumer Satisfaction Hypothesis 2 : Quality of service = Costumer Satisfaction Hypothesis 3: Quality Environment= Costumer Satisfaction

Hypothesis Testing

Hypothesis 4: Costumer Satisfaction is positively related to quality of food/influenced by perceived price.

Hypothesis 5: Costumer Satisfaction is positively related to quality of Service/influenced by perceived price.

Hypothesis 6: Costumer Satisfaction is positively related to quality of environment/influenced by perceived price. Hypothesis 7: Costumer Returns positively related to costumer satisfaction
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The Proposal
Research Paradigm There will be a relational approach to this research due to this subjects link between each other Facts are revealed through events that occur are correlated to the outcome No philosophical approach are taken into consideration due to the apparent relation between customer satisfaction and the determinants of quality

The Proposal
Our Approach A deductive approach will be taken place.

This approach will begin with:

Theory Approach the theory formed Hypothesis Perform a hypothesis test Observation Relate to and compare results Confirmation Conclude our results

The Proposal
Population of interest Lebanese Young Adults Dine at casual restaurants

Sample of interest Lebanese Citizens Ages 18 40 Costumer at fast casual restaurants within a previous 2 months period.

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The Proposal
Proposed Strategy State: Theory Form hypothesis Collect and observe sample Test hypothesis Conclude

Proposed Methodology A focus group and A questionnaire Measure the quality of food, service, physical environment, price, and customer satisfaction.
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The Proposal
Exploration of Constraints:

Ethics
Voluntary Participation, confidentiality, anonymity,

Time:
Depending on the data collection and collection of filled questionnaire time period

Access to Data:
Questionnaires

Expected Validity Issues

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The Proposal
Operationalization of chosen variables

Quantitative Variable will be used

Independent Variable will be the determinants of satisfaction Dependent Variable will be customer satisfaction itself

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The Proposal
Tool for Data Collection Questionnaire:

A semantic differential response format will be used to have the evaluation from the respondent on a set of bipolar adjective pairs.
very much
Good Cheap Attractive

some what

neither

what

some much

very

Terrible Expensive Displeasing

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The Proposal
Tool for Data Collection Example of the questionnaire:

What is your favorite fast casual restaurant?

Nandos Crepaway Roadster Casper & Gambinis

Why do you prefer it?

Price Environment Service Food

Please state your opinions on the price of casual restaurants in Lebanon

very much Cheap some what neither what some much very

Expensive

Please state your opinions on casual restaurants in the city of Lebanon

Outstanding Terrible

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The Proposal
Framework Analysis

Quantitative analysis
Relational Study Study will determine the relation between customer satisfaction and the quality of food, service, and physical environment

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The Proposal
Transition

Theory constructed due to current situation Formation of Hypothesis in response to theory Samples will be taken and observed in order to test hypothesis A minor analysis outside the population of Lebanon will be analyzed as a small case study from already existing data Theory proved compared and then concluded

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Potential Outcomes/Implications

Potential Outcomes: Hypothesis tested and theory proved

Implications This theory is realistic.

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Time Table Chart

Time Line
October Week 1 Week 2 October Week 3 Week 4 November Week 1- Week 4 December Week 1 Week 4 January Week 1 Till end of Semester

Research Background

Preparation of tool for data collection

Send out Questionnaire

And begin sorting on SPSS

Duties

Put in a dissertations format write conclusion and create cover Wrap up

Create Theoretical Framework to follow Put Bullet points of what the whole dissertation in encompass

Surveys, Questionnaire Interviews As required Methodological Search and writing

Retrieve Questionnaire

Software Input

Gather information together Write Analysis

Give in Thesis and Prepare for Jury

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Thank You!

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