Servicescape - Empathy - Authenticity Perception - Business Research Assessment Answer

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Business Research Assessment Answer

TASK: Part A: In pairs, design a questionnaire to address the following management problem. Dimensions of servicescape, empathy and customer perceptions on authenticity are critical in forming the dining experience of a restaurant (Arnould et al., 1998; Chang, 2016; Jang et al., 2012; Wood and Muñoz, 2007; Hsieh 2008). Literature supported the relationship that an individual’s perception of authenticity drives the customer’s involvement in a restaurant (Chang, 2016; Mehrabian and Russell, 1974). This involvement was also demonstrated to increase the revisit intention in a restaurant (Campbell et al., 2014; Tarkiainen and Sundqvist, 2009). However, there is a lack of research examining these relationships generally and in the context of boutique restaurants in particular. The Restaurant and Catering Association of Australia decided to commission research to get a better understanding of the factors such as servicescape, empathy, authenticity perception, and dining experience, that influence customer future behavioural intention in the context of boutique restaurants in Melbourne. Quantitative method research will be applied using a questionnaire survey with customers. Design a survey questionnaire with a minimum of 10 and a maximum of 20 questions to gather data to address the management problem. Use a mix of open and closed question formats. At least, one of your questions must employ a replicable scale – a scale that has previously been tested in the academic literature relating to consumer behaviours and found to be reliable and valid. Ensure your questionnaire has a brief introduction to inform respondents as to the purpose of the research.

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