Reference no: EM132370831 , Length: word count : 2500

Assessment : Group Assessment

Part A: Questionnaire development

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 Munoz, 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. A 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.

In addition, in pairs write a brief 1000 word report explaining the structure of the questionnaire and the steps your group took in designing it to address the management problem.

Part B: Questionnaire Piloting & Administration

Based on the questionnaires designed by all students, a final questionnaire will be developed by the unit coordinator. In pair pilot test this Final Questionnaire by administering it to ten (10) people by way of a convenience sampling technique. These people must all be over 18 years old and have previously dined in a boutique restaurant in the last six month. You can administer the questionnaire face-to-face, by telephone or online.

Once the fieldwork has been completed, in pair write a 1,500 word reflective report detailing:

• Your reasons for selecting the particular method of survey administration used? What were the advantages and disadvantages of using this method?

• Was the administration procedure a success i.e., did respondents understand the questions (look confused or ask questions)? was there missing data (i.e., skipped questions)? on average, how long it take for respondents to complete the survey?

• What suggestions would you make for improving the administration procedure used?

• What, if any changes, would you make to the questionnaire before administering it to a larger group of respondents?

• On reflection, what were the key lessons you learnt from the survey administration process?