Exploring the factors of Selection

of fine dining and Customer

Satisfaction at fine dine restaurant.
BY: DARSHPREET SINGH
ENROLLMENT NUMBER: 01811002215
Introduction

ABOUT FINE DINE RESTAURANT

Fine-dining, as the name suggests, offers patrons the finest in food, service and atmosphere. Fine dining
restaurants allow the customers to experience the celebration of food that is aesthetically cooked to arouse
their taste buds. A treatment so enticing and delicacies so indulging that will leave people to crave for more.
The authentic cuisines of the world under one roof, cooked with utmost finesse to realise and enhance the
flavour of each ingredient that is tossed into it. The aroma, flavour and texture of the food coupled with the
ambience will transcend an epicurean delight.
Introduction Continues

 The dining culture has evolved over time with huge infrastructural growth and expanding middle-
class in the cities owing to a strong economy. The fine-dining culture pays special attention to the
quality of food served as well as the ambience. With market liberalisation policies undertaken by the
government, India has also become a consumer market with a huge customer base. This has provided
a fillip to the restaurant industry in the country. With the high standard of living and the change in the
lifestyle of the people, more and more consumers are flocking various restaurants.

 Today, the Indian restaurant industry is mainly based in the urban areas and tourist destinations.
Efforts need to be made to increase the market in the rural areas as well. There are restaurants in the
rural areas but most of them fall under the unorganised sector.
Literature Review

The Kevel’s (1997) results Showed that the relative importance of the restaurant choice factors
differed considerably by restaurant type, dining occasion, age, and occupation. The studies of
consumer behavior in ethnic restaurants are relatively limited. Previous ethnic restaurant studies have
focused on consumers’ perceptions and attitudes or on a particular cuisine (e.g., Josiam & Monteiro,
2004 ;) Lewis (1981) investigated the influence of the benefit features of advertising on consumers’
decision to go to a restaurant. Three types of restaurants: family/popular, Atmosphere, and gourmet
were analyzed. Food quality was found as the most important feature determining patronage in
tensions to any type of restaurant. Cullen (2004) has recognized the food quality, menu, tidiness of the
restaurant, its location and reputation as key variables in decision making process. Furthermore, Jung
et al. (2015) have recognized food quality, service quality and price as important determinants, too.
Food, physical evidence and service provided by the restaurant staff are considered as key components
that directly influence the guest’s perception of the restaurant quality
Literature Review Continues

 Customer Satisfaction
 Service Quality
 The effects of service quality
 Food Quality
 Customer Delight
 Factors that influence customer choice of restaurants
 Ambiance
 Staff
 Customer Loyalty
 First Impression
 Price
Objectives of the study

 To study how service quality effects in customer satisfaction in fine dining restaurants.
 To list down factors contributing to the customer delight in fine dining restaurants.
 To analyze the impact of different factors in selection of fine dining restaurant.
 To find out the relationship between choice of restaurant and purpose of visit.
Research Methodology

 Nature of Methodology
The methodology adopted to achieve the project objective involved sample size method. The
information required for fulfilling the objective of study was collected from various primary
and secondary sources.
 Data collection
Primary Data- Questionnaire
Secondary Data- Daily interaction, websites, reference books
Findings

 As per the study 4.9 % of individuals dine out on daily basis and 32.4 % of individuals dine out on monthly
basis and majority of individuals i.e 53.9 % dine out on weekly basis.
 As per the study 2.9% of individuals dine out alone, whereas 44.7% of individuals dine out with family, 3.9%
of individuals dine out with relatives and majority of individuals i.e 48.5% dine out with family.
 As per the study 43.7% of individuals spend less than Rs2000, 32% of individuals spend between Rs2000-
5000, 15.5% of individuals spend between Rs5000-10000 and 8.7% of individuals spend more than Rs10000.
 As per the study none of the individuals prefer to have breakfast in a restaurant whereas 19.4% of individuals
prefer lunch, 76.7% of individuals prefer dinner and 3.9% of individuals prefer only drinks.
 As per the study 33% of individuals select restaurant on terms of ambience, 80.6% of individuals select
restaurant on terms of quality of food and 37.9% of individuals select restaurant on terms of value of money
and 7.8% of individuals select restaurants basied on reasons other than those mentioned above .
 Findings continues

 As per the study, 10.8% of individuals thinks that the biggest challenge for eating in restaurant is lack of
knowledge, 70.6 % of individuals have problem in choosing a meal, 9.8% of individuals face communication
related problem and 8.8 % of individuals have price related issues.
 As per the study 19.4% of individuals look for ambience of the restaurant whereas 24.3% look for service,
46.6% of individuals look for hygiene and 9.7% of individuals look for variety of deals.
 As per the study 53.4 % of individuals feel that price plays an important role while choosing a restaurant
whereas 32% of individuals think that price is somewhat important, and 14.6 % believe that price is not an
important factor while selecting a restaurant.
 As per the study 72.5% of individuals think that special needs in restaurants are important whereas 27.5% of
individuals thinks that special needs are not important .
 As per the study it is discovered that 72.8% of individuals inform other people about their good dining
experience whereas 18.4% of individuals might inform other people. But 8.7 % of the respondents are unlikely
to share their good dining experience with others .
 Conclusions

 Fine dining restaurant has been defined as that having superior ambience, service and food quality. In this study
different factors contributing towards the customer satisfaction and customer delight were obtained. A survey
was taken for 104 respondents which highlighted the major contributing factor.
 Respondents were asked the questions on their expectations and perception about the fine dining restaurant. If
the [Perception - Expectation] was positive then it meant that the customer’s actual experience with the service
has been better than expected and the customer is satisfied. Research showed that the most important factors
for customer satisfaction in fine dining restaurant are food quality and service quality. Food quality includes
factors like taste of food, temperature, quantity of food etc. while the service quality includes factor like
customer friendly staff, proper training of employee’s, cleanliness etc. So if a restaurant improves these factors
then the chances of achieving customer satisfaction are higher.
Continues…

 Each and every restaurant today tries to reach for customer delight though many are able
to reach a level of customer satisfaction. To achieve customer delight it is the additional
(differentiating/new/customer friendly) bit that is done after reaching a level where all the
customers are satisfied.
Suggestions

 From our sample survey it was found that Word of Mouth plays the most important role in
bringing customers to a fine dining restaurant. Any customer would be satisfied if he
receives quick service, good food and a pleasant ambience. However to ensure that
customers are delighted, restaurants must go the extra mile to provide a superior dining
experience to its customers, as many of them also come to these places for special
occasions. A superior dining experience, attention to detail and making the customers feel
‘valued’ will make more customers talk about their restaurant and refer it to their friends
and also ensure that customers come back. Understanding customer preferences, their
likes and dislikes and creating targeted campaigns and promotions around these would
also help in attracting new customers and retaining old ones.
Thank You