The restaurant ‘KCLFood’ hired you as a marketing consultant to run a short survey to evaluate customers loyalty. Following several meetings, in which you discussed and agreed with your client the preliminary stages of the research process, you collected data by surveying a sample of 103 customers.
More specifically, respondents were asked to evaluate on 7 points Likert scale (from strongly disagree to strongly agree) their perception of:
• Delivery speed [Delivery speed] (Question: The delivery service is fast)
• Generous portions [Portions] (Question: The portions are generous)
• Value for money [Value for money] of clothes in store (Question: This restaurant is ‘value for money’)
• Quality of food [Food quality] (Question: The food in this restaurant is of a good quality)
• Helpful employees [Helpful employees] (Question: The employees in this restaurant are helpful)
• Customer loyalty [Customer loyalty] (Question: It is very likely that I will return to this restaurant)
The results of this survey can be found on KEATS in the file RIM_KCLFood.sav [Indicates variable names in the SPSS dataset].
The company asked you to analyse the data collected and produce a report that can help them to improve the overall word of mouth generated from the customers. In particular, they are interested in addressing the following questions:
• How well do the key factors that were measured in the survey (i.e., Delivery speed, Portions, Value for money, Food quality, Helpful employees) predict customer loyalty?
• Which is the best predictor of customer loyalty?
The brand managers have also asked you to write a brief background section on the issues that restaurants are facing nowadays. They also want you to review the existing academic literature on customer loyalty to ensure results are contextualised and discussed in an informed manner.
You will formalise your response to this brief in a written report of 2500 words.
Sample Solution