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The outputs from SPSS and an in-depth explanation of each collected data are provided in this section. Different statistical tools, for instance, descriptive statistics, crosstabs, ANOVA, t-tests, and correlation and regression, are utilised to determine the relationship between Santa Fe Grill and Jose's Southwestern cafe. Also, other important information that Santa Fe Grill owners need to know about its targeted customers to be able to build and maintain its competitive advantage in the Mexican food restaurant market. Using variable x_s4 (Mexican restaurants most recently eaten at) shows most of the participants' have recently dined at Santa Fe Grill as compared to Jose's Southwestern cafe. From a statistical perspective, it is practical to say Santa Fe Grill has more customer traffics as compared to its competitor based on its mean, as illustrated in the chart below. Generally, when one is choosing a restaurant, excellent service, delicious food, and an inviting atmosphere are the main factors that customers look for. From a managerial, as compared to Jose's, Santa Fe Grill has accomplished most of the mentioned factors.
When it comes to the number, Santa Fe Grill has a higher number of customers as compared to Jose's restaurant. N=405. The table below shows the frequency of the variable. I think it is most informative to the client. The frequency of eating allows the client to understand how frequently does the client comes to dine in the restaurant, if infrequently, what is the cause, and also the cause of frequent rates of dining in the restaurant. This variable allows the client to understand its customers in-depth.
The variable satisfaction- X22, is used to determine the level of customers satisfaction with the services provided by the restaurant. By calculating the frequency distribution of this variable, it gives the client ability to know if the customers dining in the restaurant are satisfied with the food and services provided and which other unique strategies should be implemented to ensure customers are engaged, thus facilitating prosperity and growth. Below is the frequency distribution of customer satisfaction for the restaurants.
Based on the above output, very few customers are highly satisfied with the services provided by the two restaurants. On the other hand, the table below shows the frequency distribution of the age groups of the customers who have dined in Santa Fe Grill. This table helps the owners to know their target market consequently find ways to attract more by providing services and foods suitable for a specific target market.
Customers between 35-49 and 50-59 years have large frequencies of 205 and 102, respectively, thus the best target segment.
Assessment 4: Cross Tabs, t-tests, and One-Way ANOVAs
Below are the findings of a comparison of the two restaurants according to the lifestyle of the studied respondents.
The restaurants' cross-tabulation and the proportion of client's propensities for evaluating new things show that most clients of Jose's Southwestern and Santa emphatically concurred that they might want to attempt new things. But, as compared to Jose's southwestern cafe analyzed data, Santa Fe Grill had not many clients who strongly agreed to have loved to try different things that are new to them. In summary, based on the table of cross-tabulation above, the respondent's preferences to liking to try different things is average for both Santa Fe Grill and Jose's Southwestern Cafe.
In today's world, most people prefer eating healthy foods, which means less fried foods. As a result, vegetarian restaurants or those restaurants which offer both healthy vegetarian dishes and fried foods have most customers as compared to fast-food restaurants. Based on the above cross-tabulation table, more targeted customers of Santa Fe Grill avoided fried dishes as compared to customers who have eaten at Jose's Southwestern Cafe. The targeted customers who have eaten in Jose's Southwestern cafe none strongly agreed on not liking fried foods, while none of Santa Fe Grill customers strongly disagreed with not liking fried foods. On this account, the customers in Santa Fe Grill prefer non-fried foods more as compared to fried foods.
A well-served customer will always tell another customer. This is a slogan implemented by most organisations as a marketing strategy as when a customer is served properly by employees, he/she will always come back as his/her needs were satisfied. Based on the above cross-tabulation, the studied sample population slightly agreed about the employees of Santa Fe Grill being friendly. In contrast, none of them strongly agreed that the employees are friendly. On the other hand, none of the studied population strongly disagreed about the employees from Jose's Southwestern cafe being friendly. At the same time, most of them agreed on Jose's Southwestern cafe being friendly. Friendly employees are the most implemented factor in building the competitive advantage of Jose's Southwestern cafe.
According to the above cross-tabulation, most Santa Fe Grill customers were neutral about the restaurant providing fresh foods. In contrast, most of Jose's customers strongly agreed about the restaurant serving them fresh foods.
As compared to Jose's restaurants, Santa Fe Grill customers agreed on the prices on the prices of their products while the customers from Jose's were not sure if the prices of Jose's products were reasonable.
Many customers from Santa Fe Grill agree about the restaurant being a fun place to eat as compared to Jose's.
H0: Distance driven to the restaurant is similar by gender
H1: Distance driven to the restaurant differs by gender
Santa Fe Grill owners believe customers of the female gender drive from farther away to the restaurant as compared to male customers. The above hypothesis is used to determine if this is true by using Chi-square statistic. The table above shows the results of the stated hypothesis. Basing on the value of Pearson Chi-square, 16.945 at a .000 significance level which is lower than .005, we reject the null hypothesis and conclude that the distance driven to the restaurant differs by gender. On this account, there is a high possibility that female customers drive to the restaurant from farther away as compared to male customers basing on owners' conversation with their customers.
The owners of Santa Fe Grill need to know if there exists a difference in satisfaction level between the female customers and male. The formulated hypothesis below is computed using an independent t-test.
H0: (male-female) = 0; the difference of the means is equal to zero
H1: (male-female) 0; the difference of the means is not equal to zero
Generally, since the significant level .001 is less than the 95% (0.05) confidence interval of difference, we reject H0 (null hypothesis) above and conclude that there is a significant difference between the means of male and female customers as per the level of satisfaction. Based on the results above (t179.954=4.241, p<.001), there exists a statistically significant difference in the level of satisfaction between female and male customers. The average level of satisfaction of males is higher by .517 as compared to the satisfaction level of female customers.
This test is utilised to compare who between the female and male are likely to recommend Santa Fe Grill to other customers. The first hypothesis compares the variable of gender and likely to recommend, while the second hypothesis compares customers of Santa Fe Grill and Jose's with the likelihood to recommend.
H0: There is no difference between female and male customers in likely to recommend
H1: There is a difference between female and male customers likely to recommend
Based on the output above, female customers have a higher likelihood of recommending the restaurant as compared to the male customers basing on the means 4.13 and 3.60, respectively. Thus, the likelihood of restaurants' recommendation to other customers is higher as the number of female customers increases. Therefore, since F1,403= 19.232, p<.001, we reject the null hypothesis and conclude that there is a statistically significant difference between female and male customers likely to recommend.
H0: There is no difference between Jose's and Santa Fe Grill customers is likely to recommend
H1: There is a difference between Jose's and Santa Fe Grill customers is likely to recommend
Since F1,403= 14.435, p<.001, we reject the null hypothesis and conclude that there is a difference between Jose's and Santa Fe grill customers and their ability to recommend. Basing on the mean in the descriptive table, Jose's has a higher mean of 4.07. Thus, it means the customers of Jose's restaurant recommend the restaurant to more customers as compared to Santa Fe Grill's customers. From a managerial perspective, Santa Fe Grill needs to implement various strategies that attract more female customers.
Assessment 5(Part 1): Correlations and Regression Analysis
H0: There is no relationship between the satisfaction level of Santa Fe Grill customers and the likelihood to recommend
H1: There is a relationship between the satisfaction level of Santa Fe Grill customers and the likelihood to recommend
From the table above, the correlation coefficient between satisfaction level and the likelihood to recommend is .776, which illustrates a strong positive perfect correlation between the two variables. From a managerial perspective, this means, if the satisfaction level of customers is high, the likelihood to recommend the restaurant to other customers is high and vice versa. Therefore, we reject the null hypothesis and conclude that there is a relationship between likely to recommend and satisfaction among Santa Fe grill customers.
Spearman Rank Order Correlation Coefficient
Generally, this method is often used in measuring scales (Hair et al. 2017). In this case, the Spearman Rank Order correlation coefficient will be used to provide insights to the owners of Santa Fe grill, which are the main factors (price, food quality, atmosphere, and service) that contributes largely to restaurant selection. Mainly, which is important between food quality and service provided.
H0: There is no relationship between factors of restaurant selection
H1: There is a relationship between factors of restaurant selection
The correlation coefficient between food quality and service based on the above table is -.130, which means a negative correlation. From a managerial perspective, this means there is no relationship between service provided and food quality, the customers who ranked service to be more critical to restaurant selection ranked food quality low and vice versa. Each factor plays its role independently; thus, all have various importance to customers when choosing a restaurant. Based on the median ranking table below, the order of importance ranges from food quality, price, service, then atmosphere, respectively. Therefore, as compared to service, food quality is more important to the selection of a restaurant.
Bivariate Regression Analysis
H0: There is no relationship between customer satisfaction and reasonable prices of Santa Fe Grill
H1: There is a relationship between customer satisfaction and reasonable prices of Santa Fe Grill
Since F1,251= 74.939, p<.001, we reject the null hypothesis and conclude that there exists a statistically significant relationship between customer satisfaction and reasonable price perception. In this case, for every increase of reasonable price rate per unit, customer satisfaction increases by 0.347. From a managerial perspective, the more the restaur...
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