[Ethnic Indian Foods in the UK]

by

Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Abstract

In this study we try to explore the concept of “word of mouth” in a holistic context. The main focus of the research is on “ethnic Indian foods” and its relation with “UK food market”. The research also analyzes many aspects of “word of mouth” and tries to gauge its effect on “Indian restaurants in UK”. Finally the research describes various factors which are responsible for “Indian restaurant success in UK” and tries to describe the overall effect of “word of mouth” on “ethnic Indian food restaurants in the UK”.

Table of Contents

Acknowledgementii

DECLARATIONiii

Abstractiv

Chapter 1: Introduction1

Background of the Study1

Aim of the Research1

Significance of the Study1

Research Questions2

Chapter 2: Literature Review3

Ethnic Food3

Ethnic Food Market in UK3

Service Quality and Customer Satisfaction5

Dishoom - an Indian restaurant based in London, United Kingdom6

Chapter 3: Research Methodology9

Mixed Research9

Classification of research methods9

Multi-method studies10

Mixed-method studies10

Steps in mixed methodology10

Strength and weakness of the mixed research11

Weaknesses12

Research Design12

Research Instrument12

Literature Selection Criteria12

Search Technique13

Keywords Used13

Instrument for data collection13

Data analysis13

Reliability/Dependability13

Validity15

References17

Chapter 1: Introduction

Background of the Study

Restaurants with limited promotion budgets depend mostly on positive word-of-mouth (PWOM). PWOM seems particularly important to the marketing of services (Mangold et al. 1999). This is because services are experiential in nature and difficult to evaluate before purchase (Wirtz and Chew, 2002). In the restaurants context there is little research, with the notable exception of a paper presented by Babin et al. (2005), which explores word-of-mouth (WOM) in a survey of restaurant patrons in South Korea. Owing to this paucity of research, practitioners rely on PWOM investigations in other service environments or the advice of expert consultants. This paper will attempt to contribute to find the Impact of Word of Mouth in Indian Restaurants in the UK.The paper is based on Dishoom, which is one of the most renowned Indian restaurants established in the UK.

Aim of the Research

The aim to the research is to find the impact of word of mouth of Indian restaurants in the UK.

Significance of the Study

The study will help to find the ways through which Indian restaurant are being promoted in the UK through word of mouth.

Research Questions

The study will analyze the following research questions:

Is there a relationship between overall customer satisfaction and word-of-mouth endorsements?

To what extent do service quality factors predict word-of-mouth endorsements?

To what extent does overall customer satisfaction predict word-of-mouth endorsements?

Do overall service quality significant difference in type of casual dining restaurants?

What is the impact of word of mouth in Indian restaurants in the UK?



Chapter 2: Literature Review

Ethnic Food

The definition of what constitutes an ethnic food or world cuisine depends on a consumer's location, ...