A COMPREHENSIVE PROJECT REPORT ON “Evaluation of Factors Affecting Customer Loyalty in the Sugar N Spice Restaurant” Submitted to S.R. LUTHRA INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In Gujarat Technological University UNDER THE GUIDANCE OF Faculty Guide: Company Guide Ms. Rupal Khambhati Mr. Pratik Shethna Mr. Pratik Shethna (Asst. Professor) owner (Sugar N Spice Restaurant) Submitted by Mr. UMESH K. PATIL [Batch No. 2014-16, Enrollment No. 148050592053] Mr. ANAS A. SHAIKH [Batch NO. 2014-16, Enrollment No.148050592067] MBA SEMESTER III & IV
Transcript
ACOMPREHENSIVE PROJECT REPORT
ON
“Evaluation of Factors Affecting Customer Loyalty in the Sugar N Spice Restaurant”
Submitted to
S.R. LUTHRA INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATIONIn
Gujarat Technological UniversityUNDER THE GUIDANCE OF
Front desk agents also handle the collection of customer’s orders, messages
or other information for customers.
The most visible part of the front office area is of course the front desk. The
front desk can be a counter or, in some luxury restaurants, an actual desk
where a customers can sit down and register.
2. Food Production Department:- Food production deals with the preparations of food items.
It is basically engaged in preparing those dishes, which are ordered by the
customers and afterwards is catered by the F&B department.
Cuisine like Indian, Continental, Thai, Italian, South Indian, Chinese, Mexican
and fast food.
Different Chefs are appointed for the specialty cuisine at SNS.
3. Marketing & Selling Department:- Sales and marketing has become one of the most vital functions of the hotel
business and an integral part of modern hotel management.
At SNS, it includes packaging for selling, sales promotion, advertising and
public relations.
The marketing division is charged with the responsibility of keeping the tables
in the restaurants occupied at the right price and with the right mix of guests.
4. Finance, Accounting and Control Department:- SNS’s accounting department is responsible for keeping track of the many
business transactions that occur in the Restaurants.
The accounting department does more than simply keep the books-financial
management is a more appropriate description of what the accounting
department does.
The control department is concerned with cost control guidelines by way of
reducing in investment, reduction in operating cost, control of food service
costs, control of beverage costs, labor cost control etc.
5. Kitchen stewarding department: - Kitchen Stewarding Department plays an important role too.
It is responsible for all the backs are cleaning of kitchen, utensils operating
dish washing machines.
6. Human Resource Development:- This department has newly taken step in hotel industry and within a short
span of time it has become a very important part of the organization.
This department is the topic of our discussion. The practice, which this
department and their staff perform at SNS, is in the light of following project.
SWOT analysis:
Strength:
Strengths consist of your pricing structure, such as offering a lower-
priced menu than similar restaurants in your area.
Location and accessibility: it is situated in a area which there theater,
mall, parlor, gym etc which consist of visitors all the time.
High-quality food offerings that exceed competitor’s offerings in quality,
presentation, and price.
Strong management: Excellent staff who are highly trained and very
customer attentive.
Good reputation about Sugar and Spice.
Weakness:
You offer a product which is already available on the market.
Intense competition.
Opportunity:
Listed and one of the famous company.
Growth rates is good
Profit margins
Threat:
Competitor are situated in nearby area (dominos, pizza hut, local
restaurant etc)
Other threats consist of the potential rising price of certain foods.
Price war.
Market position:
Sugar N spice restaurant is one of the top 10 prevailing restaurants in Gujarat.
Within food and beverages it provides cakes and pastries, Italian cuisine,
Chinese, Mexican, fast food and Indian cuisine as well. The market position of
SNS is defined with the satisfaction level of the customers. With providing
different food type, it assists multi range of items.
CHAPTER: 4REVIEW OF LITERATURE
Mona A. Clark and Roy C. Wood International Journal of Contemporary
Hospitality Management (1998) Vol. 10 stated that consumer behavior with
particular relevance to consumer loyalty. Findings suggest that the quality and
rung or type of food are key determinants in consumer loyalty but that the
concept of "quality of food" offers a range of interpretations and thus requires
more careful investigation. Additionally the concept of the "meal experience"
as a holistic abstraction in the consumer's mind is called into question as a
consequence of the analysis. Tangible rather than intangible factors are
identified as being of greater importance in consumer loyalty.
Dongsuk Jang Mattila and Anna S International Journal of Contemporary
Hospitality Management (2005) Vol. 17 this study aims to investigate
customer preferences towards loyalty reward programs in the restaurant
industry in restaurant patrons in Las Vegas, USA. They find that a vast
majority of study respondents favored immediate, necessary, and monetary
gratification. These results were consistent across restaurant types (fast-food
versus casual dining). Although savings was the most sought-after benefit,
intangible benefits such as quality and convenience also received high ratings
.In addition, other types of restaurants (e.g. fine dining) might require different
types of reward schemes. The findings of this study suggest that restaurant
operators in the casual dining and fast-food segments should consider
employing immediate, necessary, and monetary rewards as opposed to
points-system, luxury, and non-monetary rewards. In terms of motivation to
join loyalty reward programs, the study results indicate that casual dining
patrons are looking for exciting and entertaining rewards in addition to mere
cost savings. This paper helps restaurant managers to better understand
customer preferences for loyalty reward programs and to realize the value of
targeted rewards.
Sachin Gupta (2007) focused on the links between customer satisfaction,
repeat-purchase intentions and restaurant performance. The authors has
constructed a series of mathematical models using the data from a national
restaurant chain, that predict how the level of customer satisfaction with
certain attributes of gusts’ dining experience affects the likelihood that they
will come back. The authors constructed two different models for this study.
The first one is to explore the relationship of guest satisfaction with twenty-
one distinct attributes of the dining experience and the second model to
explore the 40 relationship between restaurant performance and customers’
reported likelihood to return. The study shows how guests’ “comeback” scores
and other variables affect restaurant performance. The authors argue that
higher customer satisfaction should lead to increased probability of repeat
purchase, which in turn should result in greater restaurant sales. The study
attempts to fill a gap in the empirical literature that focuses on the restaurant
sector by linking customer satisfaction to restaurant performance.
Wansoo Kim and Heesup Han Journal of Quality Assurance in Hospitality &
Tourism (2008) Vol. 9 stated that the relationships among perceived quality,
perceived value, relationship quality (customer satisfaction and trust), and
loyalty intentions in the full-service restaurant industry. Following Baron and
Kenny's guidelines, the current study also tested a mediating effect of
relationship quality on loyalty intentions. Data were collected using an on-line
survey. The results of a series of regression analyses using five regression
equations supported the hypothesized relationships among study constructs.
In addition, relationship quality was found to be a partial mediator in the
relationship between perceived value and loyalty intentions.
Theoretical/managerial implications and suggestions for future research are
discussed.
Bowden and Jana Journal of Hospitality Marketing & Management (2009) Vol.
18 stated that Customer-brand relationships do not just exist, they develop
over time and through multiple service experiences, yet the literature typically
discusses customer-brand relationships as being a largely static
phenomenon. Very limited attention has been given over to the service
evaluation processes of customers who are new to a service brand, as
compared to customers who are experienced with the service brand.
Research additionally continues to rely on the historically dominant customer
satisfaction paradigm as the most effective method with which to evaluate
service experiences at the expense of other relational mediators such as
involvement, calculative commitment, affective commitment, and trust. This
limits the extent to which a more complete and dynamic understanding of the
nature of customer-brand relationships and the processes by which
engagement with the brand and ultimately loyalty to the brand may be
fostered for customers in different consumption stages. A phenomenological
investigation into the process of customer engagement as revealed through
customers' restaurant dining experiences is presented to examine these
issues.
Kim, Insin Jeon, Sang Mi Hyun, Sunghyup Sean Journal of Travel & Tourism
Marketing (Oct2011) Vol. 28 the purposes of this study were to examine the
optimal service provider communication style for maximizing patrons'
perceived relational benefits, and to examine how perceived relational
benefits influence relationship quality and loyalty within the luxury restaurant
industry. A review of current communication literature was conducted, and
three types of communication styles were derived. Based on the theoretical
causal relationships between the proposed constructs in this study. The
results of data analysis revealed two major findings: (a) a task-orientation
communication style enhances patrons' perceived confidence benefits and
deepens relationship quality, thus creating patron loyalty; and (b) an
interaction-orientation communication style induces rapport between service
provider and patrons, thus helping to maximize patrons' perceived relational
benefits. Finally, it leads to patron loyalty.
Mohammad Haghighi, Ali Dorosti, Afshin Rahnama and Ali Hoseinpour (30
January, 2012) in Iran stated that food quality, service quality, restaurant
environment, and perception of price fairness had a positive impact on
customer satisfaction but the impact of restaurant location on customer
satisfaction was not confirmed. Also food quality, service quality, and
perception of price fairness had a positive effect on customer trust. The
results show that food quality is the most important factor affecting customer
satisfaction and trust in Boof Chain Restaurants. Customer satisfaction had a
positive impact on customer loyalty but the effect of customer trust on
customer loyalty was not confirmed.
Bowden-Everson, Jana Lay-Hwa Dagger, Tracey S. Elliott, Greg Journal of
Foodservice Business Research (Jan2013) Vol. 16 Issue stated that the
establishment and maintenance of enduring customer–provider relationships
remains a primary objective for many service providers. In addition to
providing satisfying experiences, customer loyalty is likely to be earned
through relational determinants such as trust, customer delight, commitment,
and involvement within the service relationship. Despite this, few studies have
explored how these constructs combine to engage customers and determine
customer loyalty over time. Through this research the authors examine the
effect of these constructs on loyalty using a structural equation modeling
approach and a sample of 474 service consumers in the restaurant industry.
They also examine the extent to which service experience moderates the
effect of these relational determinants on loyalty. The results indicate that
satisfaction, trust, and delight ultimately generate customer loyalty in the
restaurant industry. Interestingly the salience of the relational determinants in
the development of loyalty did not differ significantly based on the customer's
level of relationship experience. The findings of the authors in this research
have important strategic implications for restaurateurs managing the
customer–provider relationship, and for service managers who predominantly
rely on the measurement of satisfaction to monitor customer loyalty.
Raab, Carola Zemke, Dina Marie V. Hertzman, Jean L. Singh, Dipendra
International Journal of Hospitality & Tourism Administration (Oct-Dec2013)
Vol. 14 conducted the exploratory study and expands the current literature on
service scapes by examining the total noise environment in restaurants and
the impact of ambient noise levels and general restaurant attributes on
customer satisfaction and loyalty behavior, defined as the customer's
willingness to return to a restaurant and motivation to recommend it. The
researchers surveyed guests at one casual dining restaurant in the
Southwestern United States. The results showed that services, physical
attributes, and quality of food and beverage had significant impact on overall
satisfaction, overall atmosphere, and loyalty behaviors. Noise level factors
such as effects of noise and appropriateness of noise levels, influenced
overall satisfaction, but not loyalty behaviors.
Kim, Min Gyung, Lee, Chung Hun, Mattila, Anna S. Journal of Hospitality
Marketing & Management (Nov/Dec2014) Vol. 23 conduct a research on
customer complaint behavior has shown that Asian customers–collectivists
(vs. Western customers–individualists) are less likely to engage in voice
complaint but more inclined to choose non confrontational responses such as
switching and negative word-of-mouth. Yet they suggest that this relationship
may not hold true when taking into account customer loyalty, price level, and
power distance as cultural value. To that end they conducted an experiment
to examine the joint effects of culture, customer loyalty, and restaurant price
level on customer complaint behaviors and results indicate that Asian
customers might indeed be vocal public complainers when there is no deep
commitment to a restaurant and when paying a high price for the service.
Vijayvargy and Lokesh International Journal of Management & Innovation
(2014) Vol. 6 stated that Service quality is an inherent characteristic of
hospitality industry, contributing significantly to the overall growth of the
industry. With cut throat competition and ever demanding customers,
restaurants chains are facing severe problems in retaining customers. Service
quality is one of the measure enabling restaurants chains to attract and retain
customer. Thus it is imperative for the restaurant management to understand
the perception of the customer regarding services quality. This study aims at
identifying the factors of the service quality in restaurant chains and
importance level of each of them in making a revisit decision (Customer
Loyalty Measurement). With SERVQUAL scale for measuring service quality,
an empirical study is done to derive important factors and their importance
levels. The study reveals three factors tangibles, convenience and empathy
as most significant dimensions of service quality amongst the youth. These
findings can be used by restaurants to make focused marketing strategies in
order to attract and retain customers.
Chen, Annie Peng, Norman Hung, Kuang-peng International Journal of
Contemporary Hospitality Management (2015) Vol. 27 stated that Consumers
dine at luxury restaurants for reasons beyond fulfilling basic needs and also
focused about the factors that contribute to diners' emotions and loyalty
toward luxury restaurants and results show that restaurants' stimuli influence
diners' positive and negative emotions (organisms), which, in turn, affect their
loyalty toward luxury restaurants (responses). Furthermore, customers with
different levels of expectation react differently to stimuli. Practical
implications .This study offers new empirical support for the proposition that
diner expectation plays a role in building customer loyalty and, thereby,
shades both theoretical and managerial understanding of the luxury
restaurant consumption process. Originality/value -- This study conceptualizes
diners' loyalty toward luxury restaurants (e.g. revisiting and recommending
luxury restaurants) by examining the influence of restaurants' stimuli, diners'
emotions and customers' expectations toward luxury restaurants. Additionally,
this study offers some managerial implications for practitioners.
CHAPTER: 5 RESEARCH METHODOLOGY
Problem statementCustomer loyalty is critical to the success of any restaurant that wants to gain
and maintain market share. The restaurant is in need of an appropriate
measure of customer satisfaction that will lead to customer loyalty from its
customers. This suggests that management may wish to seek attributes that
are responsible for returning of the Customers.
Scope of the studyThe study was limited to Surat city only.
Research objective To examine customer satisfaction in Sugar N Spice restaurant.
To examine how service quality of a restaurant affects customers’
decision to return to the restaurant in the future.
To identify attributes that lead customers to become loyal to specialty
restaurants and determine importance-performance ratings of loyalty
factors.
Research designThe research is a Descriptive type of research.
Sampling designPopulationPopulation of the study is customers of SNS.
Size of sample The size of sample selected is 300 people.
Sampling methodThe type of sampling is non-probability sampling. The research is based on
convenience sampling.
Sources of dataThere are two types of data collection
1. Primary Data
2. Secondary Data
1. Primary dataQuestionnaire and personal interviews were the main instruments,
which were used for collecting primary data.
2. Secondary data
Secondary data was collected from sources containing past or recent
information like, Annual Publications, Books, Newspaper and
Magazines, some related books and websites related to the company.
Tools for analysis
The data will be tabulated in Ms-excel and SPSS for making analysis easier.
In this research SPSS software package version 16.0 will be used for
analyzing the data collected for the study.
Limitation of the study
The possibility of respondent’s responses being biased cannot be ruled
out.
Due to small sample size the study may not be generalized.
CHAPTER: 6DATA ANALYSIS & INTERPRETATION
Q: 1 Are you visiting Sugar N Spice for the very first time?
Particular Frequency PercentageYes 107 35.66667
No 193 64.33333
Total 300 100
Table No: 6.1
36%
64%
ARE YOU VISITING SUGAR N SPICE FOR THE FIRST TIME
YES NO
Figure No: 6.1
INTERPRETATION:
According to survey it is found that 64 % of people visited Sugar N Spice
restaurant regularly and 36% of people who visiting Sugar N Spice restaurant
very first time.
Q: 2. If no then, how often do you dine at the Sugar N Spice Restaurant?
Particular Frequency PercentageOnce a Week 23 7.3Twice a Week 38 12.7Once a Month 45 15Twice a Month 87 29
First Timer 107 36Total 300 100
Table No: 6.2
Once a Week Twice a Week Once a Month Twice a Month
First Timer05
10152025303540
7.3 %12.7 % 15 %
29 %
36 %
IF NO THEN,HOW OFTEN DO YOU DINE AT THE SUGAR N SPICE RESTAURANT
Figure No: 6.2
INTERPRETATION:
According to survey there are many regular customers that dine in Sugar N
Spice restaurant, 29% of peoples dine twice a month, 7.3% of peoples dine
once a week, 15% of peoples dine once a month, 12.7% of peoples dine twice
a week. There are 36% of peoples that dine very first time in Sugar N Spice
Restaurant.
Q: 3. How did you know about the Sugar N Spice Restaurant?
Particular Frequency PercentageRadio 17 5.7
TV Advertising 40 13.3Newspapers 61 20.3
Internet 41 13.7Friends & Families 99 33
Holdings 42 14Total 300 100
Table No: 6.3
RADIO
TV ADVERTISING
NEWSPAPERS
INTERNET
FRIENDS & FAMILIES
HOLDINGS
0 5 10 15 20 25 30 35
5.7 %
13.3 %
20.3 %
13.7 %
33 %
14 %
HOW DID YOU KNOW ABOUT THE SUGAR N SPICE RESTAURANT
Figure No: 6.3
INTERPRETATION:
According to survey it is found that maximum 33% of know about Sugar N
spice Restaurant through their friends and family, 20.3 % peoples know about
through newspapers,14% peoples know about through road holdings,13.7%
know about through Internet,13.3% peoples know about through TV
Advertising and only 5.7% peoples know about through radio .
Q: 4 which One of the Following Best Describes the Purpose of the Current Event at Sugar N Spice Restaurant?
Table No: 6.4
Particulars Frequency PercentageTry Signature Menu 75 25
Business 63 21Just a Convenient Meal 86 28.6
Social Reason 76 25.4Total 300 100
TRY S
IGNATURE M
ENU
BUSINES
S
JUST A CONVEN
IENT M
EAL
SOCIAL R
EASO
N0
10
20
3025 %
21 %28.6 % 25.4 %
WHICH ONE OF THE FOLLOWING BEST DESCRIBES THE PURPOSE OF YOUR CURRENT EVENT AT
SUGAR N SPICE RESTAURANT
Figure No: 6.4
INTERPRETATION:
According to survey it is found that 28.6% of peoples currently visited Sugar N
Spice Restaurant for the purpose of try convenient meal, 25.4 % of peoples
visited for the purpose of their social reasons like get to gather and social
meetings, 25% of peoples visited for the purpose of just try signature menu
and 21% of visited for the purpose of their business related meetings.
Q: 5 What prompted you to select Sugar N Spice Restaurant today?
Particulars Frequency PercentageLocation 115 38.3
Past Experience 108 36Reputation 61 20.3
Advertisement 16 5.3Other 0 0Total 300 100
Table No: 6.5
LOCATIO
N
PAST EX
PERIEN
CE
REPUTA
TION
ADVERTIS
EMEN
T
OTHRES
05
10152025303540
38.3 % 36 %
20.3 %
5.3 %0 %
WHAT PROMPTED YOU TO SELECT SUGAR N SPICE RESTAURANT TODAY
Figure No: 6.5
INTERPRETATION:
According to survey it is found that 38.3% of peoples select Sugar N Spice
Restaurant for its location, 36 % of peoples select for their past experience
related to Sugar N Spice Restaurant, 20.3 % of peoples select because of
reputation of Sugar N spice Restaurant and only few 5.3% of peoples select
for its attractive advertisements.
Q: 6. On an Average, How much did you Spend for this Meal at Sugar N Spice Restaurant per Person Today?
Particulars Frequency PercentageLess than Rs.299 55 18.3
Rs.300 to 599 133 44.3Rs.600 to 899 39 13
Rs.900 to 1199 51 17More than Rs.1200 22 7.3
Total 300 100
Table No: 6.6
LESS THAN RS.299
RS.300 TO 599
RS.600 TO 899
RS.900 TO 1199
MORE THAN RS.1200
05
1015202530354045
18.3 %
44.3 %
13 %17 %
7.3 %
ON AN AVERAGE, HOW MUCH DID YOU SPEND FOR THIS MEAL AT SUGAR N SPICE RESTAU-
RANT PER PERSON TODAY
Figure No: 6.6
INTERPRETATION:
According to survey it is found that 44.3 % of majority peoples spend Rs.300
to 599 for their meal at Sugar N Spice Restaurant, 18.3 % of people spend
less than Rs.299 for the food, 17% of peoples spend Rs.900 to 1199 for their
delicious food, 13% of peoples spend Rs.600 to 899 and only 7.3% of peoples
spend more than Rs.1200 for their meal.
Q: 7 indicate your level of satisfaction at Sugar N Spice restaurant for the following attributes. Please tick mark on your answer. (1-Highly Dissatisfied, 2- Dissatisfied, 3-Neutral, 4-Satisfied, 5- Highly Satisfied)
Attributes HD D N S HSFood Portion Size 62 44 69 114 11Temperature of Food 49 15 49 154 30Taste of Food 6 25 106 131 32Variety in Menu 45 25 94 106 30Welcoming Feeling by Staff 12 57 76 111 44Cleanliness of Bathroom 23 38 89 124 26Convenience of Parking 28 47 69 93 63Timeliness of Services 2 32 77 141 48Ability to Provide Accurate Food Order by Customer 12 20 80 131 57Employee Responsiveness to Questions 9 35 107 117 32Readability of Menu Items 7 37 97 104 55Accuracy in Customize Order Cook 15 34 99 99 53Uncompromised Service During Rush 3 44 99 114 40
Availability and Accessibility of Staff 8 52 75 108 57
Table No: 6.7
FOOD PORTION SIZE
TASTE OF FOOD
WELCOMING FEELING BY STAFF
CONVENIENCE OF PARKING
ABILITY TO PROVIDE ACCURATE FOOD ORDER BY CUSTOMER
READIBILITY OF MENU ITEMS
UNCOMPROMISED SERVICE DURING RUSH
0 20 40 60 80100
120140
160
HSSNDHD
Figure No: 6.7
INTERPRETATION:
According to survey it is found that 114 peoples is satisfied with the food
portion size of Sugar N Spice Restaurant, 154 peoples is satisfied with the
temperature of food that serve by the Sugar N Spice Restaurant, 131 peoples
is satisfied with the test of food, 106 peoples is satisfied with the variety in
menu, 111 peoples is satisfied with the welcoming feeling by staff, 124
peoples is satisfied with the cleanliness of bathroom provided by the Sugar N
Spice Restaurant, 93 peoples is satisfied with the parking provided by the
Sugar N Spice Restaurant, 141 peoples is satisfied with timeliness of
service,131 peoples is satisfied with the ability to provide accurate food order
by the customers,117 peoples is satisfied with employee responsiveness to
their questions,104 peoples is satisfied with readability of menu items that
available at Sugar N Spice Restaurant, 99 peoples is satisfied with accuracy
in customer order cooked,114 peoples is satisfied with the service provided
during rush and 108 peoples is satisfied with the ability and accessibility of the
Restaurant staff.
Q: 8. Please tick mark on your level of agreement or disagreement for the following service provided at Sugar N Spice.(1-strongly disagree, 2-disagree, 3-neutral, 4-agree, 5-strongly agree)
Particulars SD D N A SAMenu is Attractive and Reflects Image of Sugar N Spice Restaurant 44 33 69 114 40Restaurants Decor is in Keeping with Image 2 73 72 102 51The Menu Price is Fair for the Quality of Items and Service Provided 9 23 93 129 46comfort level of seating is as expected in restaurants 10 36 94 117 43The Food Presentation is Appealing 10 40 82 132 36The Nutritional Quality of Items is as Expected 18 59 67 122 34The Adequacy of Staff and their Grooming Reflects an Upscale Image 16 56 88 97 43The Layout of the Dining Area is Proper 14 26 93 101 66
Table No: 6.8
MENU IS ATTRACTIVE AND REFLECTS IMAGE OF SUGAR N SPICE RESTAURANT
RESTAURANTS DÉCOR IS IN KEEPING WITH IMAGE
THE MENU PRICE IS FAIR FOR THE QUALITY OF ITEMS AND SERVICE PROVIDED
COMFORT LEVEL OF SEATING IS AS EXPECTED IN RESTAURANTS
THE FOOD PRESENTATION IS APPEALING
THE NUTRITIONAL QUALITY OF ITMS IS AS EXPECTED
THE ADEQUACY OF STAFF AND THEIR GROOMING REFLECTS AN UPSCALE IMAGE
THE LAYOUT OF THE DINING AREA IS PROPER
0 20 40 60 80 100 120 140
SAANDSD
Figure No: 6.8
INTERPRETATION:
According to survey it is found that 114 peoples are agree that menu of Sugar
N Spice Restaurant is Attractive and Reflects Image of Sugar N Spice
Restaurant, 102 peoples are satisfied that Restaurants Decor is in Keeping
with Image of SNS, 129 peoples are satisfied that The Menu Price is Fair for
the Quality of Items and Service Provided, 117 peoples satisfied that comfort
level of seating is as expected in restaurants, 132 peoples are satisfied that
The Food Presentation is Appealing, 122 peoples are satisfied that The
Nutritional Quality of Items is as Expected, 97 peoples are satisfied that The
Adequacy of Staff and their Grooming Reflects an Upscale Image and 101
peoples are satisfied that The Layout of the Dining Area is Proper.
Q: 9 which factors affect you most when you visit the Sugar N Spice Restaurant? (Please give rank according your comfortableness. 1- most affected, 5- less affected)
Table No: 6.9
PRICE FOOD QUALITY ATMOSPHERE OF RESTAURANT
TYPE OF FOOD SERVICE FACILITY0
20
40
60
80
100
120
68
112
30
60
30
WHICH FACTORS AFFECT YOU MOST WHEN YOU VISIT THE SUGAR N SPICE RESTAURANT
Figure No: 6.9INTERPRETATION:
According to survey it is found that 112 peoples give rank 1 to the food quality
that affect the customers when they visiting SNS, 68 peoples give rank 1 to
price that affect them most, 60 peoples give rank 1 to the type of food affect
them most that available in the menu, 30 peoples give rank 1 to factors
atmosphere of Restaurant and service facility both that affect most to them.
Factors Rank of FrequencyPrice 68
Food Quality 112Atmosphere of Restaurant 30
Type of Food 60Service Facility 30
Total 300
Q: 10. Please rate your overall satisfaction with Sugar N Spice Restaurant.
Particulars Frequency PercentageVery Satisfied 24 8
Satisfied 164 54.7Neutral 74 24.7
Dissatisfied 20 6.7Very Dissatisfied 18 6
Total 300 100
Table No: 6.10
VERY SATISFIED SATISFIED NEUTRAL DISSATISFIED VERY DISSATISFIED0
10
20
30
40
50
60
8 %
54.7 %
24.7 %
6.7 % 6 %
RATE YOUR OVERALL SATISFACTION WITH SUGAR N SPICE RESTAURANT.
Figure No: 6.10
INTERPRETATION:
According to survey it is found that 54.7% of peoples are overall satisfied with
the facility and services provided by the SNS, 24.7% of peoples are neutral
about their overall satisfaction, 8% of peoples are very satisfied with overall
satisfactions with SNS, 6.7 % of peoples are dissatisfied with overall
satisfaction of SNS and 6% of peoples are very dissatisfied with the facility
and services provided by SNS.
Q: 11. How likely are you to return to Sugar N Spice Restaurant in the near future?
Particulars Frequency PercentageVery Likely 26 8.7
Likely 169 56.3Neutral 71 23.7Unlikely 15 5
Very Unlikely 19 6.4Total 300 100
Table No: 6.11
VERY SATISFIED SATISFIED NEUTRAL DISSATISFIED VERY DISSATISFIED0
10
20
30
40
50
60
8.7 %
56.3 %
23.7 %
5 % 6.4 %
HOW LIKELY ARE YOU TO RETURN TO SUGAR N SPICE RESTAURANT IN THE NEAR FUTURE
Figure No: 6.12
INTERPRETATION:
According to survey it is found that 56.3% of peoples are likely to return to
Sugar N Spice in near Future, 23.7% of peoples are neutral about their
decision, 8.7 % of peoples are very likely to return to SNS in near Future, 6.4
% of peoples are very unlikely to return to SNS and only 5 % peoples are
unlikely to return to SNS in the near future.
Q: 12. If you do, when are you most likely to come back to Sugar N Spice Restaurant?
Table No: 6.12
IN A WEEK IN 2-3 WEEKS IN A MONTH IN 2-3 MONTH I AM NOT SURE0
5
10
15
20
25
3027.7 %
20.7 % 20.3 %
10 %
21.3 %
IF YOU DO, WHEN ARE YOU MOST LIKELY TO COME BACK TO SUGAR N SPICE RESTAURANT
Figure No: 6.12
INTERPRETATION:
According to survey it is found that 27.7% of peoples likely to come back to
Sugar N Spice Restaurant in a week, 21.3% of peoples are not sure whether
they are likely to come back SNS or not, 20.7% of peoples likely to come back
to SNS in 2-3 month, 20.3 % of peoples likely to come SNS in a month and
only 10 % of peoples likely to come back SNS in 2-3 month.
Particulars Frequency PercentageIn a week 83 27.7
In 2-3 weeks 62 20.7In a month 61 20.3
In 2-3 month 30 10I am not sure 64 21.3
Total 300 100
Q: 13. How likely are you to recommend Sugar N Spice Restaurant to your friends and relatives?
Particulars Frequency PercentageVery Likely 68 22.7
Likely 118 39.3Neutral 86 28.7Unlikely 10 3.3
Very Unlikely 18 6Total 300 100
Table No: 6.13
VERY LIKELY
LIKELY
NEUTRAL
UNLIKELY
VERY UnlIKLY
0 5 10 15 20 25 30 35 40
22.7 %
39.3 %
28.7 %
3.3 %
6 %
HOW LIKELY ARE YOU TO RECOMMEND SUGAR N SPICE RESTAURANT TO YOUR
FRIENDS AND RELATIVES
Figure No: 6.13
INTERPRETATION:
According to survey it is found that 39.3% of peoples likely recommend Sugar
N Spice Restaurant to their friends & relatives, 28.7 % of peoples are neutral
about the recommendation to their friends & Relatives, 22.7 % of peoples are
very likely recommended SNS Restaurant to their friends & Relatives, 6 % of
peoples are unlikely to recommended SNS and 3.3 % of peoples are very
unlikely to recommended SNS to their friends & Relatives.
Q: 14. Does Sugar N Spice Deserves your loyalty?
Table No: 6.14
70.3 %
29.7 %
DOES SUGAR N SPICE DESERVES YOUR LOYALTY
YESNO
Figure No: 6.14
INTERPRETATION:
According to survey it is found that 70.3% peoples says that Sugar N Spice
Restaurant deserves their loyalty and 29.7 % peoples says that SNS does’t
deserve their loyalty.
GENDER:
Particulars Frequency PercentageMale 179 59.7
Female 121 40.3Total 300 100
Table No: 6.15
Particulars
Frequency
Percentage
Yes 211 70.3No 89 29.7
Total 300 100
59.7 %
40.3 %
GENDER
MALEFEMALE
Figure No: 6.15
INTERPRETATION:
According to survey it is found that 59.7% of respondent is male and 40.3% of
respondent is female.
AGE GROUP (IN YEAR):
Age group (in year) Frequency PercentageUnder 22 85 28.323 to 33 62 20.734 to 44 109 36.345 to 54 28 9.355 to 64 14 4.7
Above 65 2 0.7Total 300 100
Table No: 6.16
28.3 %
20.7 %
36.3 %
9.3 % 4.7 %
0.7 %
AGE GROUP (IN YEAR)
UNDER 2223 TO 3334 TO 4445 TO 5455 TO 64ABOVE 65
Figure No: 6.16
INTERPRETATION:
According to survey it is found that 28.3% of respondent is under the age of
22 years, 20.7 % of between 23 to 33 years 36.3 % of between 34 to 44
years, 9.3 % of between 45 to 54 years, 4.7 % of between 55 to 64 years and
only 0.7 % of above 65 years.
FAMILY INCOME (IN RS.):
Family income (in Rs.) Frequency Percentageless than Rs.1 Lakh 65 21.7
Rs.1.1 Lakh to Rs.2 lakh 69 23Rs.2.1 Lakh to Rs.5 lakh 67 22.3
Rs.5.1 Lakh to Rs.10 Lakh 64 21.3Rs.10.1 Lakh and Above 35 11.7
Total 300 100
Table No: 6.5
21.7 %
23 %22.3 %
21.3 %
11.7 %
FAMILY INCOME (IN RS.)
LESS THAN RS.1 LAKHRS.1.1 LAKH TO RS.2 LAKHRS.2.1 LAKH TO RS.5 LAKHRS.5.1 LAKH TO RS.10 LAKHRS.10.1 LAKH AND ABOVE
Figure No: 6.17
INTERPRETATION:
According to survey it is found that 23 % of respondent’s family income is
between Rs.1.1 lakh to 2 lakh, 22.3 % of respondents having a family income
between Rs.2.1 lakh to 5 lakh, 21.7 % of respondent having a family income
less than Rs.1 lakh, 21.3 % of respondent having a family income between
Rs. 5.1 lakh to 10 lakh and only 11.7 % of respondent having a family income
above Rs. 10.1 lakh.
OCCUPATION:
Occupation Frequency PercentageStudent 74 24.7
Business 74 24.7Salaried 111 37
House Wife 41 13.7Other 0 0Total 300 100
Table No: 6.18
24.7 %
24.7 %
37 %
13.7 %
OCCUPATION
STUDENTBUSINESSSALARIEDHOUSE WIFEOTHES
Table No: 6.18
INTERPRETATION:
According to survey it is found that 37% of respondent is a salaried employee,
24.7 % of respondent is a student and having business and only 13.7 % of
respondent is a house wife.
Factor Analysis:
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .910
Bartlett's Test of Sphericity
Approx. chi-square 2996.282
Df 91 sig. .000
Table No: 6.19
INTERPRETATION:
In the present study, Kaiser-Meyer-Olkin (KMO) test and Bartlett's Test of
Sphericity as pre-analysis verification for judging the suitability of the entire
sample which is a pre-requisite of factor analysis. Table shows the value of
Kaiser-Meyer-Olkin (KMO) and the Bartlett's Test of Sphericity as 0.910 and
2996.282 respectively, which are statistically significant at 1% level of
significance. Thus, it indicates that the sample is suitable and under taken for
factor analytic procedures. In addition, the significant value of chi-square test
statistic (2996.282) depicts that there is low probability of obtaining result if
the null hypothesis (H0) was true.
Component Number1413121110987654321
Eige
nval
ue
8
6
4
2
0
Scree Plot
Figure No: 6.19
Rotated Component Matrix (a)
Components Factors
Services 1 Convenience of parking 0.831 2 Employee Responsiveness to Questions 0.807 3 Readability of Menu Items 0.755 4 Cleanliness of Bathroom 0.736 5 Accuracy in Customize Order Cook 0.729 6 Availability and Accessibility of Staff 0.703 7 Timeliness of Services 0.679
8 Welcoming Feeling by Staff 0.651 9 Uncompromised Service During Rush 0.64
10Ability to Provide Accurate Food Order by
Customer 0.624Food
1 Food Portion Size 0.883 2 Temperature of Food 0.867 3 Taste of Food 0.788 4 Variety in Menu 0.734
Table No: 6.19.1
INTERPRETATION:
According to factor Analysis test it is found that there are two components that
describe the satisfaction level of customers of Sugar N Spice Restaurant.
Services which include the first 10 factors shown in table and other one is
food that indicates reaming 4 factors that are also shown in table.
CHI-SQUARE TEST:
H0: There is no significant association between services and loyalty of customer of Sugar N Spice.
H1: There is significant association between services and loyalty of customer of Sugar N Spice.
Statements
Pearson Chi-
Square value
Df
Asymp.Sig (2-
Sided) ResultMenu is attractive and reflects image
of sugar n spice restaurant * How likely are you to return to sugar n
spice restaurant in the near future? 118.6720 0
H0 is Rejecte
dRestaurant's decor is in keeping with image * How likely are you to return
to sugar n spice restaurant in the near future? 113.53
20 0
H0 is Rejecte
dThe menu price is fair for the quality of items and service provided * How
likely are you to return to sugar n spice restaurant in the near future? 269.11
25 0
H0 is Rejecte
dComfort level of seating is as
expected in restaurants* How likely are you to return to sugar n spice
111.77 20
0 H0 is Rejecte
d
restaurant in the near future?The food presentation is appealing * How likely are you to return to sugar n spice restaurant in the near future? 148.42
20 0
H0 is Rejecte
dThe nutritional quality of items is as
expected * How likely are you to return to sugar n spice restaurant in
the near future? 97.6820 0
H0 is Rejecte
dThe adequacy of staff and their
grooming reflects an upscale image * How likely are you to return to sugar n spice restaurant in the near future? 150.314
25 0
H0 is Rejecte
dThe layout of the dining area is
proper * How likely are you to return to sugar n spice restaurant in the
near future? 133.6425 0
H0 is Rejecte
d
Table No: 6.20
MANN WHISTNEY U TEST:
H0: There is no significant difference between satisfactions of customer based on gender.
H1: There is significant difference between satisfactions of customer based on gender.
Rank
Statements Gender NMean Rank
Sum of Ranks
Food portion size MALE 179 165.36 29599.50 FEMALE 121 128.52 15550.50 Total 300Temperature of food MALE 179 161.66 28937.00 FEMALE 121 133.99 16213.00 Total 300Taste of food MALE 179 161.92 28984.00 FEMALE 121 133.60 16166.00 Total 300Variety in Menu MALE 179 160.44 28718.50 FEMALE 121 135.80 16431.50 Total 300welcoming feeling by staff
MALE 179 159.27 28509.50
FEMALE 121 137.52 16640.50 Total 300
Cleanliness of bathroom
MALE 179 150.77 26988.50
FEMALE 121 150.10 18161.50 Total 300Convenience of parking MALE 179 150.56 26950.50 FEMALE 121 150.41 18199.50 Total 300Timeliness of service MALE 179 158.30 28335.50 FEMALE 121 138.96 16814.50 Total 300Ability to provide accurate food order by customer
MALE179 156.62 28034.50
FEMALE 121 141.45 17115.50 Total 300Employee responsiveness to questions
MALE179 156.88 28081.50
FEMALE 121 141.06 17068.50 Total 300Readability of menu items
MALE 179 152.25 27252.50
FEMALE 121 147.91 17897.50 Total 300Accuracy in customize order cook
MALE 179 152.85 27359.50
FEMALE 121 147.03 17790.50 Total 300Uncompromised service during rush
MALE 179 154.63 27679.00
FEMALE 121 144.39 17471.00 Total 300Availability and accessibility of staff
Restaurant Decor is in Keeping with Image 13.282 3 0.004
Ho is rejected
3The Menu Price is Fair for the Quality of Items and
Service Provided 10.517 3 0.15
Ho is rejected
4Comfort Level of Seating is as Expected in
Restaurant 9.909 3 0.019
Ho is rejected
5
The Food Presentation is Appealing 19.384 3 0
Ho is rejected
6
The Nutritional Quality of Item is as Expected 37.370 3 0
Ho is rejected
7The Adequacy of Staff and Their Grooming Reflects
an Upscale Image 13.002 3 0.005
Ho is rejected
8
The Layout of The Dining Area is Proper 17.242 3 0.001
Ho is rejected
Table No: 6.24INTERPRETATION:
From the above Table, we can say that all of the statements are rejected. So
there is a significant difference perceived services by customer based on their
occupation.
CHAPTER: 7FINDINGS
From this study it is found that 35.67 % of customers are visiting Sugar
N Spice Restaurant very first time.
From this study it was found that customers’ satisfaction is main driver
of their loyalty towards Sugar N Spice Restaurant. The main Attributes
for the Satisfaction is food portion size in which 125 customers is
overall satisfied and 106 customers is overall dissatisfied with this.
184 customers is satisfied with the Temperature of food and 31 is
overall dissatisfied, 163 customers visit the SNS for the test of food,
136 customer says that variety in menu is satisfiable but it is very less,
155 customers is satisfied with the staff to give welcome feeling when
they enter in SNS, 150 customers is satisfied with the cleanliness of
bathroom.
156 customers is satisfied with the convenience of parking provided by
SNS,189 customers is overall satisfied with the timeliness of
service, ,188 customers is satisfied with the ability to provide accurate
food order by them,149 customers is satisfied with answer given by the
staff to their questions during service,159 customers is satisfied with
readability of menu items.
152 customers is satisfied with accuracy in customize order cook, 154
customers is satisfied with getting good service during rush and 165
customers is satisfied with the availability and accessibility of staff.
From this study it was found that services give extra benefits to the
Sugar N Spice Restaurant to convert customers in to loyal customers.
Maximum number of customers is satisfied with Sugar N Spice
Restaurants menu, its decor, the menu price, comfort level of seating,
the food presentation appealing, and Nutritional quality that they get
from food, the adequacy of staff and layout of the dining area.
From this study it was found that 112 peoples says the food quality that
affect the customers when they visiting SNS, 68 peoples says that the
price is a factors that affect them most, 60 peoples says that the type of
food affect them most that available in the menu, 30 peoples says that
atmosphere of Restaurant and service facility both that affect most to
them.
195 customers say that they are overall likely to return to Sugar N
Spice Restaurant in the near future.
70.30 % of customers says that Sugar N Spice Restaurant deserve their loyalty.
CHAPTER: 8 CONCLUSION
Restaurant industry mainly depends upon their loyal customers. The
services and the foods provided by the Restaurant are the main drivers
for the success. This suggests that management may wish to seek
attributes that are responsible for returning of the Customers.
To examine customer satisfaction in Sugar N Spice restaurant most of
its customers is satisfied with the attributes provided by SNS like food
portion sizes of its convenient meal, temperature of food, test of food,
variety in menu, welcoming feelings by staff, cleanliness of bathroom,
convenience of parking facilities, timeliness of service, ability to provide
accurate food order by them, employee responsiveness to question,
readability of menu items, accuracy in customize order cook,
uncompromised service during rush and availability and accessibility of
staff.
To examine how service quality of a restaurant affects customers’
decision to return to the restaurant in the future. The level of services
they get from Sugar N Spice Restaurant is very unique compare to
other Restaurant like they having a attractive menu, Restaurant decor,
the price they charge from customers is fair enough, comfort level of
seating is expected in Restaurant, The food presentation style is
appealing their image, The adequacy of staff and the layout of their
dining area is proper.
To identify attributes that lead customers to become loyal to specialty
restaurants and determine importance-performance ratings of loyalty
factors. According to survey it is clearly see that food quality is having a
highest rating in terms of affecting factors when customers visit the
Sugar N Spice Restaurant. Then price, type of food, atmosphere of
Restaurant and service quality having rating in descending order that
affects customers most.
Finally it is concluding that 70.3 % of customers having a good
experience with Sugar N Spice Restaurant and deserve their loyalty.
CHAPTER: 9BIBLIOGRAPHY
Research Reports
bowden everson, jana lay hwa dagger,tracey s. elliott. "the establishment and maintenance of enduring customer." journal of food service business research 16 (jan2013).
han, wansoo kim and heesup. "relationship among perceived quality,perceived value,relationship quality and loyalty intension." journal of quality assurance in hospitality & tourism 9 (2008).
kim, insin jeon,sang mi hyun. "optimal service provider communication style for maximizing patrons." journal of travel &tourism marketing 28 (oct 2011).
kim, min gyunge,lee,chung hun. "customer complaint behaviouron restaurant." journal of hospitality marketing & management 23 (2014).
lokesh, vijayvargy and. "service quality in restaurant industry." international journal of management & innovation 6 (2014).
mohammad haghighgi, ali dorosti,afshin rahanama and ali hoseinpour. "attributes in restaurant industry." (january 2012).
raab, carola zemke,dina marie v. hertzman. "service scapes." journal of hospitality & tourism administration 14 (2013).
s, Dongsuk jang mattila and anna. "customer prefrance towards loyalty reward programs in restaurant." international journal of contemporary hospitality management 17 (2005).
wood, mona a.clark and roy c. "consumer behaviour with particular relevance to consumer loyalty." international journal of contemporary hospitality management 10 (1998).
We Umesh Patil and Anas Shaikh as management students studying at
S.R.LUTHRA INSTITUTE OF MANAGEMENT, Surat, conducting a survey on
"Evaluation of Factors Affecting Customer Loyalty in the Sugar N Spice Restaurant".
We would be grateful if you give us your support to fill the Questionnaire below.
Q: 1. Are you visiting Sugar N Spice For the very first time?
YES NO
Q: 2. If no then, how often do you dine at the sugar n spice restaurant?
Once a week Twice a week Once a month Twice a month
First timer Others (please specify) ___________________
Q: 3. how did you know about the sugar n spice restaurant?
Radio TV advertising Newspapers InternetFriends & Families Holdings
Q: 4. which one of the following best describes the purpose of your current event at sugar n spice restaurant?
Try signature menu BusinessJust a convenient meal Social reason
Q: 5. what prompted you to select sugar n spice restaurant today?
Location Past experienceReputation Advertisement
Others (please specify) ___________________
Q: 6. on an average, how much did you spend for this meal at sugar n spice restaurant per person today?
Less than Rs 299 Rs. 300 to 599Rs. 600 to 899 Rs. 900 to 1199More than Rs.1200
Q: 7 indicate your level of satisfaction at sugar n spice restaurant for the following attributes. Please tick mark on your answer. (1-Highly Dissatisfied, 2- Dissatisfied, 3-Neutral, 4-Satisfied, 5- Highly Satisfied)
Attributes HD D N S HSFood portion size Temperature of food Taste of foodVariety in Menuwelcoming feeling by staff Cleanliness of bathroomConvenience of parking Timeliness of service Ability to provide accurate food order by customerEmployee responsiveness to questions Readability of menu itemsAccuracy in customize order cookUncompromised service during rush Availability and accessibility of staff
Q: 8. Please tick mark on your level of agreement or disagreement for the following service provided at Sugar N Spice.(1-strongly disagree, 2-disagree, 3-neutral, 4-agree, 5-strongly agree)
Particulars SD D N A SAMenu is attractive and reflects image of sugar n spice restaurantRestaurant’s decor is in keeping with imageThe menu price is fair for the quality of items and service providedComfort level of seating is as expected in restaurants The food presentation is appealing The nutritional quality of items is as expected The adequacy of staff and their grooming reflects an upscale image
The layout of the dining area is proper
Q: 9. Which factors affect you most when you visit the sugar n spice restaurant? (Please give rank according your comfortableness. 1- most affected, 5- less affected)
Factors RankPrice Food Quality
Atmosphere of RestaurantType of FoodService Facility
Q: 10. Please rate your overall satisfaction with sugar n spice restaurant.
Very Satisfied Satisfied Neutral DissatisfiedVery dissatisfied
Q: 11. How likely are you to return to sugar n spice restaurant in the near future?
Very likely LikelyNeutral UnlikelyVery unlikely
Q: 12. If you do, when are you most likely to come back to sugar n spice restaurant?
In a week In 2-3 weeks In a month In 2-3 monthI am not sure
Q: 13. How likely are you to recommend sugar n spice restaurant to your friends and relatives?
Very likely Likely Neutral UnlikelyVery unlikely
Q: 14. Does Sugar N Spice Deserves your loyalty?
YES NOPERSONAL DETAIL
1. Gender:
Male Female
2. Age Group (In Year):
22 and under 23-3334-44 45-54
55-64 65 and over
3. Income (In Rs.):
Less than Rs 1 lakh Rs 1.1 lakh to Rs 2 lakhRs 2.1 lakh to Rs 5 lakh Rs 5.1 lakh to Rs 10 lakh
Rs 10.1 lakh and above
4. Occupation:
Student BusinessSalaried House wifeOthers (please specify) ___________________
FACTOR ANALYSIS:
Communalities
Initial ExtractionFood portion size 1.000 .824Temperature of food 1.000 .785Taste of food 1.000 .650Variety in Menu 1.000 .762welcoming feeling by staff 1.000 .622Cleanliness of bathroom 1.000 .579Convenience of parking 1.000 .692Timeliness of service 1.000 .589Ability to provide accurate food order by customer 1.000 .553
Employee responsiveness to questions 1.000 .660
Readability of menu items1.000 .630
Accuracy in customize order cook 1.000 .740
Uncompromised service during rush 1.000 .537
Availability and accessibility of staff 1.000 .662
Extraction Method: Principal Component Analysis.
Component Matrix(a)
Component1 2
Accuracy in customize order cook .857
Variety in Menu .817 Availability and accessibility of staff .808
welcoming feeling by staff .788 Timeliness of service .758 Readability of menu items
.752
Ability to provide accurate food order by customer .742
Uncompromised service during rush .726
Cleanliness of bathroom .704 Employee responsiveness to questions .700
Food portion size .699 .580Convenience of parking .682 Temperature of food .665 .585Taste of food .610 .527
Extraction Method: Principal Component Analysis.a 2 components extracted.
Component Transformation Matrix
Component 1 21 .801 .5992 -.599 .801
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization
CHI-SQURE TEST:
Menu is attractive and reflects image of sugar n spice restaurant * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 118.866(a) 20 .000
Likelihood Ratio 131.274 20 .000Linear-by-Linear
Association 42.508 1 .000
N of Valid Cases 300
a 16 cells (53.3%) have expected count less than 5. The minimum expected count is .22.
Restaurant's decor is in keeping with image * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value df Asymp. Sig. (2-sided)Pearson Chi-Square 113.528(a) 20 .000Likelihood Ratio 113.186 20 .000Linear-by-Linear Association 45.585 1 .000N of Valid Cases
300
a 17 cells (56.7%) have expected count less than 5. The minimum expected count is .01.
The menu price is fair for the quality of items and service provided * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 269.114(a) 25 .000Likelihood Ratio 220.661 25 .000Linear-by-Linear Association 118.104 1 .000
N of Valid Cases300
a 23 cells (63.9%) have expected count less than 5. The minimum expected count is .01.
Comfort level of seating is as expected in restaurants* How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 111.772(a) 20 .000Likelihood Ratio 104.789 20 .000Linear-by-Linear Association 41.926 1 .000
N of Valid Cases300
a 16 cells (53.3%) have expected count less than 5. The minimum expected count is .07.
The food presentation is appealing * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 148.417(a) 20 .000Likelihood Ratio 134.763 20 .000Linear-by-Linear Association 51.714 1 .000
N of Valid Cases300
a 17 cells (56.7%) have expected count less than 5. The minimum expected count is .07.
The nutritional quality of items is as expected * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 97.677(a) 20 .000Likelihood Ratio 101.675 20 .000Linear-by-Linear Association 37.991 1 .000
N of Valid Cases300
a 16 cells (53.3%) have expected count less than 5. The minimum expected count is .12.
The adequacy of staff and their grooming reflects an upscale image * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 150.314(a) 25 .000Likelihood Ratio 145.603 25 .000Linear-by-Linear Association 58.985 1 .000
N of Valid Cases300
a 24 cells (66.7%) have expected count less than 5. The minimum expected count is .01.
The layout of the dining area is proper * How likely are you to return to sugar n spice restaurant in the near future?
Chi-Square Tests
Value dfAsymp. Sig.
(2-sided)Pearson Chi-Square 133.638(a) 25 .000Likelihood Ratio 114.959 25 .000Linear-by-Linear Association 45.518 1 .000
N of Valid Cases300
a 21 cells (58.3%) have expected count less than 5. The minimum expected count is .01
