Lifestyle Theme Based Restaurant In Klang Valley Tourism Essay

Published Date: 23 Mar 2015

Purpose -

Design/methodology - To explore the issues, a quantitative study was conducted. There are 200 questionnaires distributed and less than 200 questionnaires expected to be completed in a correct manner. The questions in the survey will be measure by 5 points range scale, range from 1 (strongly agree) to 5 (strongly disagree). There are total of 20 questions been asked and each question represent the hypothesis that want to be tested.

Findings -

Keywords - Generation Y, Lifestyle Theme Based Restaurant, Theme Restaurant, Restaurant Choice Factor, Customer Satisfaction

Paper type - Research paper

Introduction 2-5 pages

Nowadays people are eating out more often, but they increasingly put a premium on saving time and eating healthy in better eating environments (Ryu & Han, 2010). As a result, the new restaurants with theme based have emerged as a growth category in the foodservice industry. According to Fen & Lian (2010) service quality, customer satisfaction and customer's re-patronage intentions in the context of the restaurant industry are important.

In Malaysia, the restaurant industry is experience an impressive transformation and strengthens competition. Restaurant is a very important area to explore but often become neglected area of study (Kivela, Inbakaran and Reece, 1999). The fact is restaurant business has a low assumption about the service and the quality of service is difficult to prove until customers come and patronize in the particular restaurant.

The research problem arise from this study is because currently every restaurant has a theme, it tries to convey to its customers, some more successfully than others and some of the restaurants has failed due to they did not bring some improvement to the targeted specific market and not focus on their food quality (E.S.P consulting broker, 2010). They believe that the essenstial way in susccessful the restaurant is consistent in the good food and excellent customer service.

Moreover, based on study done in Los Angles by Weiss, Feinstein and Dalbor (2004), has found out that sometimes theme based restaurants fails to provide an innovative idea and lack of entertaining experience to their customers (Bagli, 1998). The decline of theme restaurant industry also occurred because of high priced menus (Pate, 2000), low quality of food (Bagli, 1998), high development costs (Ramseyer, 2001), low repeat business (Farkas, 1998), poor location (Frumkin, 2000), and décor that never changes (Bagli, 1998).

As there is study proof that Gen Y customers has a different life style compared to their baby boomer parents and other customer cohorts (Bureau of Labor Statistics, 2004) and have greater disposable income (Tomkins, 1999), Gen Y tend to looking for theme based things. So it is an opportunity for theme restaurant management to start look at Gen Y market.

It is important to look at Gen Y preferences in choosing several of theme restaurants because Gen Y whose plays the role as consumers has their differentiation in their spending power and preferences. Moreover, if the food and customer service in the restaurant is not up to their preference, it will not drive them to go back to eat at the same place. In order to solve this research problem, I came out with a research question, "What are the factors that influencing Generation Y in choosing lifestyle-theme based restaurant?"

The main purpose of this study is to examine the factors that affect customer to dine at lifestyle-theme based restaurants. Because every single things that experienced by customers during their visit on that particular restaurant may be different each time, for example the quality of service experienced by one customer is different with the other customers. Thus influence their satisfaction level and their re-patronage intentions.

The importance of this study is aimed for 2 aspects of service provider. First, it is aimed to help existed theme restaurant managers to form improvement strategies on their business which focus on characteristics that range most important from Gen Y customers. Second, it is aimed for the owners of new comers' theme restaurant to improve better idea in order to attract Gen Y consumers to come and dine at their new theme restaurant, it is important for the new business to know and respond potential consumers' expectation and preferences.

The several objectives in this study were:

(a) To identify the main factors that influences Generation Y in choosing lifestyle-theme restaurant;

(b) To access Generation Y preference for lifestyle-theme restaurant selection; and

(c) To address the importance of Generation Y preference to bring better marketing improvement and increase more revenue for lifestyle-theme restaurant.

The type of research methodology is quantitative technique; the data collection method will be a structured survey which is a form of questionnaire, the sampling method will be generation Y respondents and they will be male and female in different background and profile but specific of their age will be between 16-32 years old.

There will be 200 questionnaires distributed and less than 200 questionnaires expected to be completed in a correct manner. It will be conducted in area around Bandar Sunway, Petaling Jaya, Subang Jaya, and Puchong. Potential respondents were pre-screened with the question, "Have you dined at a theme restaurant in Malaysia during the past twelve months?" If the answer was "yes," respondents were asked to participate in the study by completing the next questions. The survey will be measure by 5 points range scale, range from 1 (strongly agree) to 5 (strongly disagree).

This research consists of three parts in order to meet research objective and to answer research question. First part begins with a review on the literature related to theoritical framework on Generation Y behavior, customer satisfaction in theme based restaurant and hypothesis development. In second part there are two (2) things to highlight on; first (1) is explanation on research methodolgy used in conducting this research paper, second (2) is findings and analysis, it is describes the result obtained comprehensively and systematically.

Third part is resolves the research questions, evaluate findings in order to meet research objective and to give recommendations. Then, conclusion will be showed at the end of the research paper.

This study begins with a review of the literature related to facts about generation Y and a brief introduction to theme restaurants. Next, this study examines the ………

The study presents findings of a……, and concludes that by highlighting…….. and recommendations from a marketing and hospitality perspective.

Part 1 Literature Review 15-20 pages

"FACTORS INFLUENCING GENERATION Y IN CHOOSING

LIFESTYLE THEME BASED RESTAURANT IN KLANG VALLEY"

Introduction

In order to identify what are the factors influencing Generation Y consumer in choosing which lifestyle theme restaurant to dine in, first main point we must understand the customer satisfaction towards theme based restaurant, because in restaurant concept, customer satisfaction is an indicator whether a customer will patronage to a restaurant (Fen & Lian, 2010). Even there is no guarantee of a satisfied customer will return to that particular restaurant, but it is nearly certain that a dissatisfied customer will not repeat their visit (Soriano, 2002). So from the previous dining experience it will affect customer to re-visit the restaurant.

In the literature review it will be explained about the facts about Generation Y and how they make their decision making, continue with explanation on 4 types among all of theme restaurants available in Malaysia with focus on lifestyle theme restaurant. Moreover, we will talk about customer satisfaction factors in 2 different types of restaurant, first in casual theme restaurant and second in theme based restaurant, from this comparison we can actually see the differences in customer satisfaction between these restaurants. Thus it drives 5 hypothesis are proposed to confirm the relationship between food quality, service quality, atmosphere, pricing and recommendation as a factors influencing Generation Y in choosing lifestyle theme restaurant.

Facts about Generation Y

Generation Y was born between 1979 and 1995, now aged 16-32 (Kattiyapornpong, 2009). They are optimistic, technology savvy and very demanding. Currently the majority of Generation Y is in university population. In their generation, they enjoyed Greenday, American Idol, Linkin Park, Black Eyed Peas and they also experienced global terrorism in November 9, 2001 (Kattiyapornpong, 2009).

Experiences occur in childhood and teenage years create differences between baby boomers, generation X and genertion Y (McCrindle, 2010). Baby boomers were influenced by advent of TV, the Cold War, Rock and Roll and decimal currency. Generation X was influenced by Personal Computer, AIDS, single parent families, and recession. Generation Y was influenced by the advent of internet, cable television, globalisation and September 11 (McCrindle, 2010)

Generation Y or millennial youths of this generation have significant spending power and wield considerable clout in purchase decisions for their family as well as being savvy consumers themselves (Harris Interactive, 2003; O'Donnell, 2006; AC Nielsen, 2006; Wilson, 2007).

Gen Y people they tend to form a community because they wanted to be understood, respected, included and accepted. This generation contributes strong loyalty to their friends. They work hard to fulfill what their peers expected from them, they have self-esteem and very well in regarded their self in group or sub-culture (McCrindle, 2010).

Decision Making by Generation Y

A study conducted by Halpern, 1997 saying that in order to arrive at a decision, there are several steps that must be followed, (1) must realize that it is going to be necessary to make a decision, (2) to determine the goals to be achieved, (3) generate alternatives which lead to fulfill the proposed goals, (4) evaluate whether these alternatives meet expectations and (5) select the best alternative.

In decision process it seems that women are more affected by the environment, they look for more information and dedicate more time to the decision process (Gill, Stockard, Johnson, & Williams, 1987) on the contrary, men are more dominant, assertive, objective, and realistic (Wood, 1990).

Theme Restaurant

Theming is the process where an environment is decorates by a distinct character. Nowadays theme based restaurant has become common strategy used by the service industry, especially those in hospitality and tourism industry (Munoz, C. & Wood, N., 2009). Consumers are attracted to themed restaurants because of variety reasons.

Higher standards of living and dynamic development in the food and beverage industry it drives consumer begins to pay attention towards environment, atmosphere and personalization apart from satisfying themselves in physical products. Today's consumers are excited in purchase products and steps to consume the product that brings the enjoyment and fulfill their experience (Miller, 2007).

From many theme restaurants which focus on nation or regional like Italian, Japanese, Korean or Mexican, they using different concepts of theme to enrich their food styles and features. For the restaurant that taking music, history, sports or even gaming as their themes, various consuming experiences are deliver to the consumers.

However, because of the development of theme restaurants create a lot of competitions in restaurant industry, many of theme restaurants are facing low profit or even negative rates. In order to turn this situation around and solve the problems, theme restaurants begin to attract customers one by one, by meeting their demand as well as increase in service quality and higher the restaurant standard.

Clasiffication of Theme Restaurants (variety, deli, seafood)

Talk about theme restaurant, it is not only about restaurant with particular theme, but theme restaurant also can be classified into many different types. Especially in Malaysia, there are many different theme restaurant opening now, however the main focus in this research paper is towards lifestyle theme restaurant. Here are the following different types of theme based restaurant available in Malaysia such as Ethnic Restaurant, Country Style Restaurant and Steak House Restaurant. These three theme restaurants will be explain in a brief form and it may not cover all types of theme restaurant in Malaysia, and next to it there will be spesific discussion on lifestyle theme restaurant.

Ethnic Theme Based Restaurant

In several of studies, the term of ethnic food has been defined differently. Utami (2004) defines ethnic food as a spesific cuisine from different region that reflect particular characteristics of its local origin. Utami (2004) added that people who are from different area from its origin will consider the food is ethnic. Based on restaurant segmentation study done by Olsen et al. (2000), an ethnic restaurant is defined as full service restaurant which offering dishes from foreign origin country for example Chinese, Japanese, Thai, and Italian.

For consumers, ethnic-themed restaurant is the most common and also the frequent exposure to theming by the restaurants. Consumers are dine to ethnic-themed restaurants for different reasons, for some of them ethnic-themed restaurants are innovation, a way to connect to their ethnicity (Negra, 2002) and interact with a different culture and gastronomy (Bailey and Tian, 2002; Barbas, 2003; Germann-Molz, 2003; Long, 2003; Tian, 2001). Currently the demand for ethnic cuisine and theme restaurants has been rise (Dundelston, 2003; Lewis, 2007; Wahlgreen, 2005).

Walker (2007) argued that every ethnic restaurant is well design based from the crockery, food and restaurant décor of a national culture is consider as a theme restaurant. The example of the restaurant can be Mexican, Chinese, Japanese, Korean and Indian. If the restaurant is represent several national decorations using traditional ethnic color and artifacts and serving exotic cuisine, it is a theme restaurant (Walker, 2007)

Country Style Theme Based Restaurant

Based on a study done by Munoz, C. & Wood, N. in 2009 about Mexican restaurants, this type of country restaurant has experienced a rise in popularity over the first decade of this twenty first century (Van Houten, 2004; Wahlgren, 2005). Their improving on the availability of spices, peppers, and produces (Ruggless, 2005). While this restaurant chains attentively provide a wider variety of regional dishes and flavors, others still continue to offer patrons on standard Americans menu items while forget the importance of this type of restaurant plays as a cultural arbiter.

The majority of Mexican restaurants are often focusing on specific sounds, smells and textures to bring and create an appealing and successful environment in their restaurant (Solomon & Englis, 1994). The components for success also often include elements such as restaurant design, employees, cultural artifacts, food, drink and entertainment music (Guinness, 2002).

Steak House Theme Based Restaurant

There are many steakhouse restaurants in Malaysia boasting to be the best. It can be nationwide franchises or homegrown branch. A lot of factors come into play when looking for a good steakhouse restaurant, ambience for instance, cleanliness of the establishment, fixtures and furnitures, and quality of service (Tilden, 2010).

A good steak house restaurant should be have quick and polite servers in raising restaurant's popularity and a sommelier should know the right kind of red wine would match with customer's steak ordered. The restaurant should be able to fulfill guest spesific orders, have different gimmicks to attract their customers and lastly of course the steak itself (Tilden, 2010).

One of the most successful steakhouse restaurant concepts is Outback Steakhouse. In Malaysia it self, we can find it in Kuala Lumpur and Bukit Bintang area. It is first opened in Florida in 1998, at that time beef was not everyone's favourite meal but now there are more than 880 Outback Steakhouse restaurants out there (Walker, 2008). Each Outback Steakhouse restaurant is a friendly, casual, relaxing place, with fantastic food, excellent and attentive staff (Walker, 2008).

1.5.4 Casual Theme Restaurant

One of the largest casual theme restaurant chains is Tony Roma's, it specializing in baby ribs. With nearly 200 restaurants chain in 33 countries over 17 states and 6 continents, Tony Roma's is one of the most globally recognizable restaurants name in food industry. Tony Roma's also serves signature onion loaf, steak, onion loaf, chicken and seafood to thousand of guests every day. Tony Roma's first opened in Miami, Florida on 1972. It featured casual décor with comfortable ambience. The menu offered is simple and consisted of great tasting food and reasonable price. Baby back ribs are the house speciality menu and everyone favourite menu (source: tonyromas.com)

1.5.5 Lifestyle Theme Based Restaurant

Restaurants that featuring all varieties of live music is popular across the country. Theme restaurants segment has struggled during late of 1990s until this decade. Theme restaurants that have survived in restaurant business have given a priority on their quality of food (Miller, 2006). Famous restaurant like Hard Rock Café and Planet Hollywood has been established since early 1990s, and both of these restaurants have promoted their brand reputation and expand in casino market.

Theme restaurants like Hard Rock Café and Planet Hollywood have huge of popularity and located in very strategic location nearby major tourist attractions. Like in Malaysia, Hard Rock Café is located at Kuala Lumpur and Planet Hollywood previously also located at Kuala Lumpur but no longer opened. Most of the profit in many theme restaurants is come from the high price of merchandise (MacLaurin and MacLaurin, 2000).

Large theme restaurants also involve large of capital and investments. They focus on architec, color, lighting, sound effect, color, fabrics, wall, furniture and fixtures. These all are blended together to create uniquenes, drama and excitement (Walker, 2007). In Las Vegas, different kind of theme restaurants founded however it is often fail because food and service are lost in the high theater. Food is really sensitive and main factor must have in many theme restaurants (Walker, 2007). Miller (2006) gives strategy for new comer's theme restaurant concepts to make the food and dining experiences as a fundamental on restaurant business, high quality of food will help theme restaurants meets consumer's preferences and expectations.

Some theme restaurants appeal to an older generation and present a time for reflection and nostalgia, for examples Hard Rock Café and Planet Hollywood (Walker, 2007). So in this research paper we will look at lifestyle theme restaurants like T-Bowl, The Garden, Full House, Bubba Gump, Gasoline, etc which these are the lifestyle theme restaurants can be found in Malaysia especially in Klang Vallety area and its patronise by generation Y.

1.5.4.1 Garden Lifestyle Store and Café

Lately, more and more concept restaurants came in to food industry. Last two years there is new type of outlet which sells foods and decoration items. It is like you are dining in the middle of garden and at the same time you can shop in the lifestyle store. Garden Lifestyle Store and Café established since 2009, offers an extensive of food choice fusing from both Western and Asian cuisines. It is a semi fine dining restaurant with breathaking atmosphere and impressive interior design to give customers an experience of dining in a real garden. The restaurant decorated with bunch of beautiful flowers and plants, a pianist will present a performance of melody rhythm from the stunning white grand piano. In Malaysia there are 6 branches of Garden Lifestyle Store and Café which are located at 1 Utama, The Curve, Sunway Pyramid, Mid Valley, Alamanda (Putrajaya) and Viva (Kuala Lumpur). (Source: garden-cafe.com.my)

1.5.4.2 Full House Lifestyle Store & Café

Fullhouse Lifestyle Store & Café is designed to resemble a full sized house. It offers fusion delight foods, unique menu and enjoyable dining experience. Besides from that, almost everything at Fullhouse is for sale, from clothes, accessories, gifts and decorative items. Fullhouse also provides event management, where you can arrange any party celebration or special occasion. They provide theme party as well as event service to help their guest to arrange the most happening party in town. It is a truly novel home dining experience. Guest will feel a homely ambience from the first step they walk into the restaurant. It is suitable for family gathering, romantic dinner and hangout place with friends (Source: fullhousecafe.com.my).

1.5.4.3 T-Bowl Restaurant

T-Bowl or known as Toilet Bowl Restaurant was established on 18th February 2008 and first opened in QueensBay Mall at Penang, Malaysia. This restaurant designed base on bathroom concept, where toilet bowl used as seat, basin as dining table, mini toilet bowl as platter. The restaurant offers varieties of cuisines range from Hong Kong, Japan, Korean and Western. Todays, eating is more to pleasure and enjoyment, it is not as simple as an action only. T-Bowl provides different eating experience, enjoyment and welcome generation of modern and trendy era (Source: t-bowl.com).

1.5.4.4 Bubba Gump Shirmp Co. Restaurant and Market

The first Bubba Gump Shrimp Co. Restaurant and Market was opened in 1996 in California. It has grown in many locations throughout the United States and internation. It is chain of seafood restaurants, provides a casual environment and great meal. At Bubba Gump Shirmp Co. food is the diva. They offer features shrimp, famous baby back ribs and everyone favorite drinks. Since 1996, Bubba Gump Shrimp Co. has been providing unique service, fantastic foods and fun casual atmosphere. Todays, this restaurant located in 22 domestic and 11 international locations, it has grown into a global brand (Source: bubbagump.com).

1.5.4.5 Gasoline Café

Gasoline café is a new dining sensation that carries out modern lifestyle. It is a new look café, provides varieties of delicious food, great atmosphere and convenient location. Gasoline café is a concept café specialized in comic themes. It provides fresh and nutrious meals. There is variety of cuisines served which are Hong Kong, Chinese, Japanese and Western cuisines. All the food and beverages are prepared according to teenagers' preferences and refined to suit local tastes. The drinks offered such as variety of smoothies, soda drink and flavor taste of tea (Source: gasoline.com.my).

1.6. Customer Satisfaction

In today's competitive market, many companies are increasingly their firm's marketing strategies and tactics in order to make profits and contribute fully growth of the company. Customer satisfaction factors and repatronage intention are global issues that may affect all organizations, it can be large or small company, profit or non-profit company and local or global company. To improve customer satisfaction and retention, many companies are concerned in learning, analyzing and implementing new marketing strategies which aim for the benefits on firm's financial (Fen and Lian, 2010).

Quality and customer satisfaction have been recognized as an important aspect for success and survival in today's competitive market. Many researchers have conducted on these two concepts, quality and satisfaction are link together to customer behavior in purchase and loyalty intention (Olsen, 2002); willingness to spread postive word of mouth (Kang, Nobuyuki and Herbert, 2004); and complaint intention (Söderlund and Ã-hman, 2005).

In restaurant concept, customer satisfaction is used as an indicator whether a customer will patronage to a restaurant. Even there is no guarantee of a satisfied customer will return to particular restaurant, but it is nearly certain that a dissatisfied customer will not repeat their visit. An analysis on customer satisfaction factors will provide clues for food service manager to take action and increase the posibbility that customers will come back. (Soriano, 2002)

In particular, food quality, atmosphere, menu, variety, service from staff, cleanliness, styling, price, interior design and décor, professional appearance of staff and store location are all the components of store image in restaurant industry (Baker et al. 1994; Lindquist, 1974; Prendergast & Man, 2002).

In this study, in order to identify the factors that drive consumers come back to the specific restaurant, firstly will be look at the factors effect consumer's satisfaction in casual restaurant industry as there is a research done by Ryu & Han (2010). Continuing to find out what are the factors that affect consumer's satisfaction in theme based restaurants industry. So from here we can actually know what the differences between consumer satisfactions in normal restaurant and in restaurant that has a particular theme.

1.6.1 Casual Dining Restaurant Industry

Casual dining restaurant industry already been started since late of 1960s, in 1980s it started to specialized into a concepts by create casual atmosphere, expand the menu appeal with alcohol and moderate the food price. Casual dining restaurant try to capture customer attention by create a theme and a brand image that represent a generation of the consumer. Casual dining restaurant also has a wide variety on menu items that can be used for any occasions. They continuously improve their menu choices and offers limited items in limted time so consumers attracted to try and make multiple visits to their restaurant. (Murphy, DiPietro, Rivera and Muller, 2009)

Casual dining restaurant has a knowledgeable and higher service level staff compare to fast food restaurants (Muller & Woods, 1994). Currently, casual dining is an important segment of the restaurant industry. It is generating $65 billion sales and over 126,000 restaurants in the United States (NRA, 2007). This industry also expected to continue increse on annual sales between 5% and 7% over the next 5 to 10 years (Darden Restaurants, 2006).

Quick casual restaurant is a combination of fast food and full service restaurant which offers menus and décor and it is reflective of casual dining restaurant. This type of restaurant tends to do high sales volume during lunch time and generate profit slightly higher than standard service restaurants. Their guests are commonly adult customers with middle to upper incomes level (Tillotson, 2003).

1.6.2 Customer Satisfaction Factors in Casual Dining Restaurant

In casual restaurant, there are some factors can affect customer satisfaction such as the attractiveness of restaurant facilities, distinct food and sufficient level of service quality. Customer satisfaction is one of the most critical marketing priorities, because it is assumed to be an implication of repeat sales, positive word of mouth and loyalties of customer.

There are 2 main important aspects in the restaurant industry, (1) tangible (food and restaurant facilities), (2) intangible (interaction between service provider and customer). A proper combination between tangible and intangible aspects will result in customer's perception of high service quality in that particular restaurant.

The other study also suggested that food quality is the most influence factors affect customer loyalty in restaurant choice (Mattila, 2001). She has indicated top three reasons for customers to patronize their casual dining restaurant were food quality, service, and atmosphere.

1.6.3 Theme Based Restaurant Industry

The important charecteristic of theme restaurant service is consumers must present in the consuming process and experience the service delivery by the providers face to face. Customer wants the satisfaction of specific experiences that meet their perception, expectation and satisfy with the personal preference received during their consuming process (Hsieh & Chen, 2009).

To promote theme restaurant service quality, management starts to focus on Moment of Truth between customers and service providers. Service quality is a communicational aspect, which helps the guest feel the actual warm hospitality showed to them via professional technics and tactics showed in service skills with high quality feeling (Hsieh & Chen, 2009).

Restaurant frequently develop new menus and offer a selection of different menu items to attract customers (Namkung& Jang, 2007). Kivela, Inbakaram& Reece (2000) identified menu variety as a significant attribute of food quality in determining customer satisfaction in theme/atmosphere restaurants. To conclude all the studies that have been found, food quality was the most important factors of overall restaurant service quality and is expected to have a positive relationship between customer satisfaction and loyalty.

1.6.4 Customer Satisfaction Factors in Theme Restaurant

To assess customer satisfaction in the service industry, there is one most popular and widely way through an application of expectancy disconfirmation theory (Oh, 1999). The expectancy disconfirmation states that consumer form an opinion about particular service by comparing the actual service given by service provider with their expectations of how is the serive should have been performed (Oliver, 1980). The result from customer satisfaction is whether a customer's perception given by service provider meets up to their expectation (Oliver, 1980; 1981).

Study found that from all the possible factors that affect customer satisfaction in restaurants, food quality is the most important and powerful factors for customer to return (Oh, 2000). In addition to that, according to study done by MacLaurin and MacLaurin (2000) about Customer Perceptions of Singapore's Theme Restaurants, has explored and included food quality as one of the most important elements in theme restaurant, followed by theme concept, service quality, menu, atmosphere, convenience, value, product merchandise and pricing. Moreover, one of the examples from the study found that Hard Rock Café is one if the most successful theme restaurant chains, its in highest rank among its competitiors in terms of food quality (MacLaurin & Mac Laurin, 2000). Therefore, it is logic to think that theme restaurants' food quality may influence customer satisfaction and result in return intent.

Beside quality of food plays important roles in theme based restaurant industry, there is a study done by Bitner, 1992; Wall and Berry, 2007 has provided evidence of how the physical environment influences consumer behavior. The physical environment of the restaurant such as restaurant's atmosphere, ambience, décor, furniture, and other facilities can have a great impact on the dining experience (Sloan,2004) and behavioral intentions (Ryu& Jang, 2007). Previous studies found that because of the unique nature of the restaurant service, physical environments could guide consumers in evaluating a restaurant experience (Wall & Berry, 2007). Therefore, restaurant with theme based has wide opportunity to develop and play a big role in restaurant industry.

Quality of atmosphere in a restaurant can influence customer patronage intention (Wakefield & Blodgett, 1994). Theme restaurants intensively emphasize on their atmosphere, including music, lighting, and décor as selling points to consumers. It is logic to think that atmosphere may be influence customer satisfaction towards the restaurant and result in return intention. Beside from quality of atmosphere, service quality also one of factors in determining customer satisfaction and return intent in restaurant (Baker, Parasuraman, Grewal, & Voss, 2002).

Besides, food quality, physical environtment and service quality are the factors influence customers satisfaction, pricing on the menu also becomes one of the factors that influence customers to re-visit theme based restaurant. The price to be paid should match with the level of quality demanded (Teboul, 1991). Therefore, offering high quality of food and service may not be good enough to attract consumers, restaurant must look at the value as well.

1.6.5 Differences between Customer Satisfaction Factors in 2 Restaurant Industry

Customer Satisfaction Factors in

Casual Dining Restaurant

Customer Satisfaction Factors in

Theme-Based Restaurant

Attractiveness of restaurant facilities

1. Food quality

2. Distinct food

2. Physical Environment

3. Service quality

3. Service quality

4. Atmosphere

4. Pricing

Based on the table above, it is shows clearly the differences between customer satisfactions factors in casual dining restaurant and in theme-based restaurant. First, in casual dining restaurants, consumers tends to get attracted by restaurant facilities then only will search for a good quality of food followed by service quality and last priority on restaurant atmosphere. However in theme-based restaurant, food quality has become the top priority for consumers to make a return intent, the second factor that important is on the restaurant physical environment for example atmosphere, ambience, décor and furniture. Continue to the third priority which is service quality, it shows consumers in those two types of restaurant have same concern about quality of service, meanings thi factor is the main thing that need to be concern on every type of restaurant industry and last factor influence customer satisfaction in theme-based restaurant is on how much its pricing each meal, whether the price is worth-it with the foods and beverages ordered.

1.7 Hypothesis Development

There are many factors drives consumers to select their restaurant preferences. Several published studies have been found the different choice factors and have investigated the key criteria used by consumers in selecting a restaurant. The factors that influence consumers in choosing theme based restaurant are as follows:

1.7.1 Food Quality

Based from a study done by MacLaurin & MacLaurin, 2000 his respondents seems to be saying that the food served at theme restaurants was not as good as that at other restaurants. Those responses support Farkas, 1998, who wrote that theme restaurants were not reputed for their food quality but rather for their theme concept.

Food quality is a significant element of a restaurant experience (Namkung & Jang, 2007; Sulek & Hensley, 2004). Based on Sulek & Hensley (2004) food quality, physical environment and service quality in a full service restaurant are important and the study found that food quality is the most important factor among the other factors that affecting dining experience and repeat patronage. Other similarly study by Auty (1992) and Kivela (1997) regarding restaurant selection factors for different restaurant types and different dining occasions also found that food type and food quality were the most influence costumer in restaurant selection.

As there are many studies on restaurant selection based on consumer behavior, food quality is the most important factors that influencing consumers in decisions making to dine at a restaurant (Lewis, 1981; Auty, 1992; Soriano, 2002; Sulek & Hensley, 2004) regardless of restaurant type or occasion (Auty, 1992; Kivela, 1997). The elements that proposed in this study are familiar food, presentation of food, unique taste and fresh ingredients and innovation of food.

H1: Food quality has a positive influence to Gen Y in choosing lifestyle theme restaurant.

1.7.2 Service Quality

Over last decade, customers increasingly concerned about quality of service. In numerous of study, service quality is found to be an important factor of restaurant selection. Ursin (1996) indicated that those employees who are given empowerment are better employee to serve customers. Customer would expect that, if both quality of food and quality of service are provided, customers would come back to visit again and again. The importance of service quality in this study is staff service behavior.

Wall and Berry (2007) reported that staff service behavior is important because when customer perceived restaurant atmosphere negatively, impressive employee behavior could help in increasing customer perception and satisfaction on dining experience. Customer tend to expect restaurant service employee to be attentive, thoughtful and have a good knowledge of the menu (Heung, 2000; Pratten, 2003; Sulek & Hensley, 2004)

Based on previous studies on consumer behavior in a resturant setting, its suggested that service quality has significance influence on consumer's decision making towards restaurant selection (Chow, 2007; Johns and Pine, 2002; Sweeney, 1992). in study done by Sweeny (1992) about the influence on customer perceptions regarding service quality for a restaurant found that staff's manner is the most important clue used by customer in selecting a restaurant. In addition to that, waiting time (Sulek & Hensley, 2004) and billing accurancy (Kelly & Carvell, 1987) affect restaurant consumers perceived dining experience.

H2: Service quality has a positive influence to Gen Y in choosing lifestle theme restaurant.

1.7.3 Physical Environment

Theme restaurant concentrate on their atmosphere including décor, music, and lighting as their selling point to customers. It is also has been found that atmosphere quality can be influence in determining customer repatronage intention (Wakefield & Blodgett, 1994). It is logic to think that quality of atmosphere may influence or affect customer in return intention. On general, people consume goods and services to gain imaginary and sensory experiences (Hirschman, 1884). Thus in part to experience seeking behavior, consumer's choice can be attributed.

To give restaurants competitive edge a simple décor in the restaurant will do (Horeco, 2000). In todays marketplace that everchanging, in order to continue compete succssfully, restaurants may need to update their concepts, because the important of a comfortable atmosphere is changes followed by changing in time (Dulen, 1998). According to Belman (1996), the most important thing in restaurant is the design and concept, and consumer want decent service. The management has to invest money to improve the appearance of the restaurant.

H3: Physical environment has a positive influence to Gen Y in choosing lifestyle theme restaurant.

1.7.4 Pricing/Value for Money

Price or value of the meal is another factor will take into consideration when selecting theme based restaurans. Mill (2007) asserted that if consumer perceives the value received is lesser than the price paid, they will estimate the dining experience negatively. Consumers use value of the meal as a measurement for the restaurant quality (Muller & Woods, 1994). For example in an expensive resturant assuming that fine dining restaurant in Kuala Lumpur, serves higher quality of food and in higher price compare to the casual restaurant industry. Same goes to study by Sweeny et al. (1992) commented that beside a low price may increase consumers in choosing a particular restaurant, but a low price also may decrease consumers' perception in quality of particular restaurant.

As dining out becomes part of consumers' lifestyle, consumers has their certain standard or expectation on the quality of food, quality of service and hygineness of the restaurant while looking a restaurant value for their money (Klara, 2001). Therefore, to gain a competitive advantage in today's market, restaurant that only offering good food with good service may not be good enough to attract and maintain consumers, restaurants should offer value as well.

H4: Pricing of the food and beverage has a positive influence to Gen Y in choosing lifestyle theme restaurant

1.7.5 Word of Mouth / Recommendation

Sweeney et al. (1992) discussed that Word of Mouth is very critical source of information effect to the restaurant industry. A 20 recommendation from family and friends can greatly effected someone decision to try a restaurant. Mill (2007) mention that unlike advertising, suggestions from family and friends are not gain any profit, thus consumers place more trust on their family and friends' recommendation when choosing restaurant to dine. Moreover, consumers can actually find out about their friends' personal experience which are sometimes it is difficult to judge from other non personal sources (Zeithaml & Bitner, 2003)

Manglod, Miller and Brockway (1999) reported that satisfied customers will share their good experience to average of five people, while dissatisfied customers will share their bad experience to average of nine other people. Moreover, research by Bailey and Tian (2002) regarding about Southern American perception of Indian food mentioned that recommendations from family and friends influence decision making of consumers' to dine at an Indian restaurant.

H5: Word of Mouth / Recommendations have a positive influence to Gen Y in choosing lifestyle theme restaurant.

Thus it can be conclued that:

Hypothesis 1: Food Quality has a positive influence to Gen Y in choosing lifestyle theme restaurant.

Hypothesis 2: Service Quality has a positive influence to Gen Y in choosing lifestyle theme restaurant.

Hypothesis 3: Physical environment has a positive influence to Gen Y in choosing lifestyle theme restaurant.

Hypothesis 4: Pricing of the food and beverage has a positive influence to Gen Y in choosing lifestyle theme restaurant.

Hypothesis 5: Word of Mouth / Recommendations have a positive influence to Gen Y in choosing lifestyle theme restaurant.

Theoritical Framework

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Part 2 Research Methodology 2-5 pages

In order to answer the research question arrived from this study which is, "What are the factors that influencing Generation Y in choosing lifestyle theme based restaurant?" so there is research methodology used, which is quantitative technique.

The research instrument is a structured survey which is a form of questionnaire. The survey used for the current research was not adapted from any past surveys. However the question given is based on the 5 hypothesis mention in literature review. The survey contained items related to factors influencing generation Y to dine at lifestyle theme based restaurant. There are 200 questionnaires distributed and less than 200 questionnaires expected to be completed in a correct manner. Potential respondents were pre-screened with question number 7 (see anexe for sample of questionnaire), "Have you dine at a lifestyle-theme restaurant in past twelve months?" If the answer is "yes", then respondents were asked to participate in this study by continue completing the next questions. If the answer is "no", then this response will consider as not valid, however respondents will still participate in this study by continue completing particular questions about their expectation about lifestyle theme based restaurant.

Questions in the survey asked about the overall customer satisfaction towards quality of the food, quality of the service, pricing on the menu, restaurant atmosphere and the power of word of mouth of the restaurant that has been visited by respondents in past twelve months. The sampling method will be spesific on Generation Y respondents, they will be male and female in different background and profile and their age will be between 16 to 32 years old.

In the first part of the questionnaire, respondents will ask to answer some demographic questions, such as their gender, age group, educational level, marital status, occupation and monthly income. For question on monthly income, it is based on ….

The purpose of these questions is to know the general background of the respondents.

In the second part of the questionnaire, respondents will ask to range 20 statements that represents the factors that may influence their decision to dine at a lifestyle theme restaurant, there will be given some example of restaurants name because it to make sure they know what the researcher means by lifestyle theme restaurant. The example of the restaurans are T-Bowl, The Garden, Full House, Bubba Gump and Gasoline which in the literature review already been mention briefly about the company profile and uniqueness. Respondents will ask to circle the number that most accurately reflects how strongly they agree or disagree with each statement on a scale of 1 to 5 in order to measure the respondents' level of agreement toward the factors influencing generation Y in choosing lifestyle theme based restaurant. The scale start from 1 for strongly agree, 2 for agree, 3 for neutral, 4 for disagree and 5 for strongly disagree. The questions given are based on the hypothesis in literature review. There are total of 20 questions been asked and all the questions is based on total of 5 hypotheses. For each hypothesis there are 4 questions related to it.

Table below shows more clearly about how those questions related to hypothesis.

Questions Hypothesis

H1. Food Quality has a positive influence to

Gen Y in choosing lifestyle theme restaurant.Q1. Familiar food

Q2. Presentation of food

Q3. Innovation food choices

Q4. Unique taste and ingredients

H2. Service Quality has a positive influence to Gen Y in choosing lifestyle theme restaurant.Q5. Staff interpersonal skills

Q6. Good service

Q7. Good knowledge of the menu

Q8. Different service experience

H4. Pricing of the food and beverage has a positive influence to Gen Y in choosing lifestyle theme restaurant.

Q9. Discount available

Q10. Price equal to meal ordered

Q11. Value for money

Q12. Charge accurately

H3. Physical environment has a positive influence to Gen Y in choosing lifestyle theme restaurant.

Q13. Nice and unique decor

Q14. Different experience

Q15. Atmosphere influence

Q16. Restaurant ambience

H5. Word-of-Mouth / Recommendations have a positive influence to Gen Y in choosing lifestyle theme restaurant.Q17. Patronize by similar class

Q18. Positive comments

Q19. Family/ friends like to go

Q20. Recommend by family/ friends

The research conducted in Klang Valley area, which consists of Bandar Sunway, Petaling Jaya, Subang Jaya and Puchong. Those area choosen it is because of there are many lifestyle theme based restaurant there, so high posibbility to get respondents who already visit the restaurant before.

Objectives:

This component shows how data are collected to answer your research questions, which methods and techniques you have used, and how you have implemented them.

Contents:

Key Research Questions

Research Design

Research Procedure

Sampling Methods

Research Instruments

Statistical Methods

Profile Of Respondents

Part 2 Findings and Analysis 20-25 pages

Part 3 Recommendation >10 pages

General Conclusion 2-5 pages