An Analysis of Competitiveness of Selected Italian Restaurant in Yorkshire

Abstract

This paper aims to investigate a competitiveness component in the restaurant industry and examine key drivers in the decision making process of Huddersfield citizens. Huddersfield resident were chosen as an appropriate population in order to follow this paper’s aims. Diversity of customers in terms of age, gender, income, etc. was considered and research questionnaires were designed and distributed both online and offline in a ratio of 1:2 in order to achieve a high representative sample. There were few statistical methods used to analyse findings such as correlation and t-Test to analyse two variables and their relation among them. There were also described a most usual customer and key drivers of customers key drivers. It was found that Quality of food, Service quality, and Employee´s attitude is the most important factor which influences customers in terms of choosing restaurant. On the other hand, every ´little´ detail can play its own role in customer decision making process. Although, size of a sample was very small as well as some limitation influenced size of sample, the results and findings of this research should be taken with caution.