Analysis Of Bitner s Servicecape ( Fig ) Essay - 928 Words

Bitner’s Servicecape (Fig:1) and M-R (Fig:2) below indicates proposed framework to use as foundation for this study. For example, academics must analyse relevant literature, theories and analytical models that are relevant to the framework, and are related to the area of study. And the selected theory must also depend on the applicability, ease of execution and justifications. Figure 1: Servicecape Model – by Mary J Bitner â€Å"Bitner’s framework can be a useful tool in enhancing a ‘food and beverage’ experience while certain servicescape components are emphasized† (Bitner, 1992). Figure 2: M-R Model This modified M-R Model has extended to test various service environments such as restaurants, hotels, casinos, sports stadiums and events. And this theory has been widely proposed by researchers, and has been successfully adopted by services organisations (Wakefield Blodgett, 2016). Thus, we will apply this framework in our study, as it is a suitable fit for identifying the influence of the restaurant environment on consumer behaviour. Methodology Design: The aim of the current study is exploring the influence of restaurant environment on consumer behaviour. In gathering the primary data, an administered survey questionnaires will be distributed to participants (the diners) at nominated restaurants, while they are awaiting for their checks or as they are preparing to leave after meals. This method ensures that the participants’ will give realistic responses which can