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Alberto Carrasco, Joyce Zeltzin (2024) A study on analyse the factors influencing consumer satisfaction in Mexican restaurants in Dublin. Masters thesis, Dublin, National College of Ireland.
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Abstract
The study investigated the factors influencing customer satisfaction in Mexican restaurants in Dublin, focusing on four key aspects: tangibles, reliability, assurance, and menu variety and quality. The primary objective was to assess the impact of these dimensions on customer satisfaction, with an emphasis on understanding their relative significance in the context of the restaurant industry. The research employed a deductive approach and data was collected through structured surveys with a sample of 200 respondents. Descriptive statistics, correlation analysis, and multiple regression were used to evaluate the relationships between the independent variables (tangibles, reliability, assurance, and menu variety and quality) and the dependent variable (customer satisfaction). The study also incorporated reliability and validity tests to ensure the robustness of the data. Findings revealed that menu variety and quality had the most substantial positive impact on customer satisfaction, with a Pearson correlation coefficient of 0.919 and a beta coefficient of 0.897, indicating that an extensive and high-quality menu significantly enhances customer contentment. In contrast, tangibles and assurance had less pronounced effects, with tangibles displaying a negative coefficient (-0.228) in the regression analysis, suggesting that improvements in physical aspects such as cleanliness and ambiance alone might not substantially elevate customer satisfaction. Assurance, with a coefficient of 0.019, had a minimal influence on satisfaction, indicating that while important, it was less critical compared to other factors.
Reliability demonstrated a strong positive relationship with customer satisfaction (correlation of 0.788), but the regression analysis showed a non-significant beta coefficient of 0.118, implying that while consistent service delivery is valued, it might not be as influential in isolation. The study's ANOVA results confirmed that the model explained 85.7% of the variance in customer satisfaction, underscoring the comprehensive impact of the four variables collectively. The study's conclusions suggest that for Mexican restaurants in Dublin to optimize customer satisfaction, they should prioritize enhancing menu variety and quality. While tangibles and assurance are essential, their impact is relatively limited compared to the holistic improvement of the dining experience. Further research is recommended to explore the effects of technological advancements and demographic differences on customer satisfaction, as well as to conduct longitudinal studies to track changes over time.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email -, - UNSPECIFIED |
| Uncontrolled Keywords: | Customer Satisfaction; Service Quality; Tangibles; Reliability; Assurance; Menu Variety |
| Subjects: | H Social Sciences > Economics > Business H Social Sciences > HF Commerce > Marketing > Consumer Behaviour D History General and Old World > DA Great Britain > Ireland > Dublin H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 08:54 |
| Last Modified: | 11 Aug 2025 08:54 |
| URI: | https://norma.ncirl.ie/id/eprint/8469 |
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