IND801 Effect of Restaurant Environment on Consumer Behaviour: Hilton Hotel Case Assessment Answer
The effect of restaurant environment on consumer behaviour – A case of Hilton hotel
The hospitality industry provides the most suitable and effective environment for the customers for providing them a suitable dining experience. The purpose of this paper is to provide an effective view of the restaurant environment and their impact on customer behaviour. To understand the research situation the Hilton hotel case has been selected. The hotel was founded in the year 1919, and they serve the area worldwide. The hotel is one of the largest hotel brands in the world and for that it becomes much essential for them to understand the need of their customers and provide them the satisfaction level.
a. Problem statement
The customers in the hospitality industry did not only search for excellent food as well as beverages, but at the same time, the enjoyable dining experience highly matters. The effect of the restaurant environment creates a huge impact on the behaviour of the customers due to the activities of the hospitality industry. There are various research has been taken place regarding the restaurant environment impact on the customers because the situation in most of the cases are not appropriate as it can be visualised. People want to get the best from the restaurant as they are paying money and their time at the restaurant and for that, the area of restaurant environment become a challenging phase for the hospitality industry to deal with the customers.
The objectives are as follows;
- To effectively understand the impact of restaurant atmosphere on the behaviour of the consumers
- To understand the value of different customers and their behaviour within the restaurant and hospitality industry
- To enhance the service system and the working function of the hospitality industry for delivering the best atmosphere to the customers
c. Research questions
The research questions are as follows;
- What are the particular effects that the restaurant environment has on its consumers?
- Will the diverse customers' behavioural intentions will have an effective influence but the different dimension of the atmospheric within the restaurant?
- What affect Hilton hotel is creating over its consumers in term of the atmosphere and the situation?
2. Literature Review
a. Definition of the key concepts
The restaurant environment is the most effective and vital factor that helps to maintain the customer value within the hospitality industry (Ladhari, Souiden, & Dufour, 2017). The services provided within the restaurant business are directly linked with the activity that they perform to maintain the customers in the hospitality industry. In the hospitality industry the most suitable dimension of the atmospheric that eventually attract the customers are the ambient conditions then the spatial layout, artifacts as well as the signs along with the symbol. In most of the cases, the customers prefer to have a calm and suitable environment that allows them to explore the restaurant and get the most attractive ambience for a day out. The ambient condition of the restaurant helps to grab the attention of the customers where they provide suitable service and value in their food and other facilities (Chen, Peng, & Hung, 2015). In general, the customer always prefers to visit the place that has positive environmental, and even the employees are also providing value to the customers and giving them the priority. The restaurant environment develops with the positive value of the employees and their working function effectively within the field. In various restaurants, one can find suitable music along with the decoration that enhances the positive effect on the environment of the hotel.
b. Synthesis and relation with the problem at hand
Consumer behaviour within the restaurant has the typical view according to the behaviour and the atmosphere of the restaurant (Basri et al., 2016). In the hotel industry, it becomes much essential for the staff members to provide valuable and effective support for the customers and enhance their value. It can be depicted that various restaurant provides the most suitable organic food for getting the attraction of the customers towards the menu and the restaurant environment. The music along with the variance within the restaurant has a huge impact over the customers for spending their time within the hotel (Namkung, & Jang, 2017). In most of the cases, it could be seen that the customers prefer to listen to the soothing and calm music during their dining time and also prefer to have a suitable atmosphere around the restaurant setting. It is the fact that group dining that also under the slow music generate almost 40% of the spent that also on average as compared to the group dining under fast music.
The level of comfort providing within the restaurant helps to retain the number of customers for the restaurant business (Hanaysha, 2016). It is the fact that the people always tend to have the best food with the ambience and surrounding at the restaurant and for that, they prefer to get always the best place. Customers mostly get irritated with the delay food service than the poor attendance of the waiter along with the noisy and disturbed surrounding. The restaurant environment has a diverse effect on diverse customers like business person generally prefer the sound free and calm environment for meeting and other official gatherings (Jalilvand et al., 2017). The people mostly the college students and the tourist prefer the restaurant environment to be friendly and free so that they have the full leisure to explore the situation and spend their best time at the restaurant.
c. List of relevant academic literature relevant to the topic
|The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions.||Ladhari, R., Souiden, N., & Dufour, B.||2017|
|The effects of luxury restaurant environments on diners’ emotions and loyalty: incorporating diner expectations into an extended Mehrabian-Russell model.||Chen, A., Peng, N., & Hung, K. P.||2015|
|Effect of word of mouth communication on consumer purchase decision: Malay upscale restaurant.||Basri, N. A. M. H., Ahmad, R., Anuar, F. I., & Ismail, K. A.||2016|
|Are consumers willing to pay more for green practices at restaurants?||Namkung, Y., & Jang, S.||2017|
|Testing the effects of food quality, price fairness, and physical environment on customer satisfaction in the fast food restaurant industry||Hanaysha, J.||2016|
|Factors influencing word of mouth behaviour in the restaurant industry||Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M.||2017|
3. Research design and conduct
a. Choice of methodology
The condition is to analyse the effect of the restaurant environment on the behaviour of the consumers and for that the best and the most suitable research methodology is the qualitative research (Glaser, & Strauss, 2017). This research generally involves the description and the explanation of the respondents. In this, the interview is being performed on the basis of the open end and closed end questionnaires to the respondents. In the open end questions, the respondents are able to explain their answer and provide their view on the condition while in the closed end questions the respondents have to provide the limited answer that has been designed by the researcher.
b. Choice of the research instrument
For ensuring that the restaurant customers can read as well as understand the questionnaires the entire matter will be designed within the English version. The questionnaires will be segmented in four parts. The 1st part of the questionnaires will effectively measure customer perception regarding the restaurant environment as well as the atmosphere. The 2nd part will consist of the questions that will help to measure the satisfaction level of the customers at the restaurant. The 3rd part will consist of the question that will measure the behaviour intention of the customers. The 4th part will consider the feedback and the personal information of the customers regarding the restaurant atmosphere.
c. Sampling scheme and sampling size
The sampling process that will be suitable for the research paper is the random sampling process. In this technique, the researcher can get the interview of any person randomly within the restaurant (Deutsch, 2017). The feedbacks are almost considered from the entire customer who will be present within the restaurant for getting a clear view of the situation. The sampling size that is effectively suitable for the research paper is 100 respondents from the Hilton hotel. It will be highly effective for the researcher to have a suitable and clear view regarding the situation.
d. Data collection approach
The data is eventually collected by the help of the survey and the interview process. For gathering the feedback data survey is one of the best ways which helps the customers to get their views on the activities of the restaurant. The interview is one of the most suitable processes where the researchers can collect the primary data from the respondents. The collection of secondary data is also effective within the paper that provides a clear view regarding the situation at the restaurant (Johnston, 2017). The secondary data is being collected from the internet and other third-party sources regarding the restaurant activities.
e. Choice of analytical method
The data gathered from the survey and the interview processes are effectively analysed with the help of the statistics test. The analysis if the data will provide a general view regarding the attitudes of the consumers regarding the restaurant environment (Chen et al., 2015). It would be eventually faithful for the owner as well as the manager of the restaurant to get the appropriate way for improving the consumer satisfaction level and the way to increase the profit.
f. Limitations of the research
The researcher in this situation faces some of the limitations where they are unable to gather the information from the customers and also from the staff members of the restaurant. Gathering primary data becomes highly challenging for the researcher. In the case of a business person, they get disturbed if asked for a survey or any other activity at the restaurant.
The paper concludes that the researcher with a suitable process and effective knowledge have developed the skill and the value of the restaurant. The paper also concludes that the qualitative research along with the random sampling process then the statistics test has been developed for the researcher to gather the information and analyse them most effectively.