It is the pride of every country to introduce local cuisines to visitors in their countries. The situation is no different in Barcelona, where Chinese nationals enjoy the local cuisine. Since their number is growing by the day, restaurants are making an effort to attract this market segment. The customers are a critical element of the restaurant experience as every effort focuses on their needs and interests. On the other hand, the researcher interviewed Tapas restaurant employees because their actions directly influence the customer service, the food, the ambiance, and the general experience, all of which contribute to the customers’ dining experience. As such, in investigating factors that influence the consumers’ dining experience, these two study groups would make an exciting part of research by providing their opinion concerning the restaurants’ efforts in accommodating the Chinese customers. Therefore, upon identifying the study gap, this study seeks to determine the factors that influence the customers’ dining decisions in the Restaurants serving Spanish Tapas food in Barcelona, using Cerveceria Catalan and Gourmet Tapas by Sensi located in Barcelona, for a case study.

KEYWORDS

Tapa bars– A tapa is a Spanish snack or appetizer. A Tapa bar, therefore, is a restaurant where such snacks and appetizers

Customer satisfaction– it is a metric used to rate how happy customers are with a product.

1: INTRODUCTION

The food service industry is one of the fastest-growing sectors globally because, with the growth of economies in various countries, it has become more convenient to eat out rather than spend a lot of time and energy cooking at home. Therefore, people can dedicate more time to other activities like their jobs without worrying about cooking. The world has become a global village whereby people travel quickly from one country to another. Therefore, it means that hotels and restaurants have incorporated foreigners’ needs even as they prepare their meals.

Chinese visitors who come to Spain have to get used to the local cuisine, although they come from entirely different backgrounds. When foreigners visit our country, they have other hospitality industries (Liu & Jang, 2009). These expectations come from culture as well as their experience from home. Hotels and restaurants in China have incorporated high technology in their operations. The technology minimizes waiting time, ease the ordering process as well as service delivery. Chinese nationals face exposure to very efficient systems, expecting to find the same methods in Spain. They also hope to see foods similar to their local cuisines, which is not always the case.

The researcher set out to investigate the critical drivers for Chinese customer satisfaction in Spanish Tapa bars. This research is motivated by the fact that the researcher finds Tapa bars to signify the Spanish culture. Tapa is a unique Spanish cuisine that many foreigners try out every time they visit Spain. On the one hand, as the number of foreign restaurants increases all across Spain, through their employees, establishments are growing conscious of the customers’ needs. They are working to impress and maintain them. On the other hand, customers also see that they have a more comprehensHANNAH95ive array from which to choose and are now becoming particular regarding the quality of food, aesthetics, customer service, waiting time, and other attributes.

Previous studies conducted only sought to determine the restaurant owners’ perspective regarding their efforts to improve the customer experience. Still, neither of the studies looked into the consumers’ point of view regarding the issue. The researcher found it necessary for Tapas restaurants to understand the needs of their Chinese customers. A restaurant cannot satisfy its customers’ needs if it does not understand their expectations, tastes, and preferences.

2: OBJECTIVES (AND HYPOTHESIS)

2.1 General Research Objective

This study seeks to determine the influence that various thriving customer service elements have on the customers’ experiences and expectations in restaurants across Barcelona from the Chinese customer’s perspective. The study seeks to clearly analyze the elements of the customer service that directly impact the customers’ dining experience. It will also highlight the differences in the culture and dietary habits of the Chinese and western customers. The researcher chooses to focus on restaurants Cerveceria Catalana and Gourmet Tapas by Sensi in Barcelona because they are top-rated in Western review apps such as Google and Tripadvisor. However, in various Chinese apps, the two restaurants are rated differently. Cerveceria Catalana is high in ratings, whereas Gournmet Tapas by Sensi has very few reviews and low ratings, meaning that it is not popular. The research also seeks to address the difference in ratings.

2.2 Specific Research objectives/ Questions

Following the objective indicated above, the study established research questions to guide the study. They include:

How does Chinese culture influence customer expectations regarding Tapa restaurants?

What are the critical differences in satisfaction regarding Tapas restaurants between Chinese and Spanish guests?

What makes Tapa restaurants popular with western guests than with Chinese guests in review sites?

2.3 Research Methodology

The study will take up a quantitative research method approach that uses structured questionnaires to collect data from Chinese nationals who visited Tapas restaurants in Barcelona. The quantitative approach is favorable because the researcher gets to interact directly with the customers, which would ensure that the questions asked are precise and relevant to the current study. The researcher will seek out respondents of all age groups from Chinese residents, overseas students, and foreign laborers visiting Cerveceria Catalana and Gourmet Tapas at least twice a month and request them to participate in the study. The study will compare the response given by customers who are frequent visitors of both restaurants and, from this information, compile a list of factors working to enhance the Chinese customers’ dining experience. The researcher will use inferential and descriptive statistics to analyze better and interpret the data collected.

The study intends to analyze the quality of food served, the menu’s structure, quality of services offered, and the waiting time in both restaurants. The research will also look into the decorations and structural features of both restaurants. The Chinese customers will also state their general experience at the Tapas restaurants and their opinion on the local culture and cuisines and how they influence their choices of consuming Spanish food.

3: THEORETICAL FRAMEWORK

3.1 Introduction

Through a review of past literature, the study evaluates concepts and theoretical frameworks or models that guide answering the research questions and filling the study’s knowledge gaps.

3.2 Theories of Customer Satisfaction

Some theoretical approaches help to distinguish between satisfaction and disconfirmation among customers in the service industry paradigm. The theories explain the process by which the customers make satisfaction judgments. The theories include:

3.2.2 The Assimilation Theory

The Assimilation theory builds on the dissonance theory developed by Festinger. The dissonance theory suggests that customers tend to make mental comparisons between the perceived and the expected product performance. AUTHOR adds that customers make an effort to avoid dissonance by adjusting their perceptions about the purchased products by shifting it upwards to match their expectations under the assimilation theory. Also, customers bring down the tension resulting from discrepancies between product performance and the expectations by distorting their expectations. They are in line with the perceived performance by minimizing or underrating the relative importance of the disconfirmation reported.

3.2.3 The Contrast Theory

AUTHOR summarizes this theory as the customers’ tendency to magnify the discrepancies between their attitudes and opinion statements’ attitudes. The approach provides an alternative view of the customers’ evaluation process post-usage of the product or service, indicating the effects the customers’ expectations had on satisfaction. While the assimilation theory assumes that the customers tend to minimize any discrepancies between performance and anticipation, the contrast theory holds the opposite view that customers exaggerate or magnify even the tightest distinctions. Often, the exaggerations made are in the direction of the difference. As such, when it raises the customers’ expectations during the advertising and fails to provide as per the advert, the customer will reject the service or product immediately and deem it as unsatisfactory. However, over-delivery and under-promising produce a negative effect because the customer still exaggerates the positive disconfirmation.

By far, the contrast theory enjoys the support of multiple industry experts because it predicts the customers’ reaction rather than bringing down the dissonance. The reality is that most times, the customers tend to magnify the differences between their expectations and the experience after using the product or service.

3.2.4 Negativity Theory

Carlsmith and Aronson developed the negativity theory in 1963 to suggest that the inconsistency between performance and expectation disrupts the recipient’s emotions and often produces ‘negative energy.’ The negativity theory builds on the disconfirmation process and states that consumers often give an adverse reaction by firmly holding on to their expectations. As such, the consumer expresses dissatisfaction whether the perceived performance surpasses or goes below the customer’s expectations. Any disruption, whether positive or negative, produces negative energy.

4: STATE OF AFFAIRS (ANALYSIS OF THE SITUATION)

4.1 Empirical Review

4.1.2The Value of Customers Satisfaction

There must be mechanisms to ensure customer satisfaction, create mutually beneficial, and establish a long-term relationship with the seller. In other words, the business’ success depends on the benefit it provides to the customers with its satisfactory products or services (Jang et al., 2011) When it continuously creates value, the result is a long-term relationship. One way to effect this tenet is through customer orientation, which businesses do by putting their needs and interests first. Restaurants continually work on new menus to create an assortment of beverages and foods to satisfy the diners (Javanmard, 2016). Healthy eating is also an attractive factor that is hyped in the food industry today. Due to health consciousness, the customers now have new demands, often opting for healthy rather than fast foods. As such, a restaurant that sells healthy, nutritious foods will influence customers to purchase their meals there. Taste is also an element of the food that affects customer satisfaction and decision-making in the future (Javanmard, 2016). Regardless of performance in other areas, if the taste of the food is not pleasant to the customers, they consider low food quality (Venkatesakumar, 2014). Following this, a customer-oriented business culture would be more profitable for firms working to succeed. This literature relates to the study of the factors that influence Chinese customers’ satisfaction who visit Tapas restaurants in Barcelona because it highlights areas that Chinese customers should be interviewed. The research should focus on Chinese customers’ opinions regarding the taste of food and health benefits.

In the services industry, service employees create contact between the business’ values and marketing efforts with the customers. Service workers are responsible for actualizing the company’s customer orientation in the front line and seek feedback from the customers before presenting it as market intelligence to the management. A business’s ability in the service industry to deliver a customer-oriented approach depends primarily on the products or services offered and the quality of individualized customer service orientation (Jang et al., 1978) Services differ from products, and their distinguishing characteristic is that services are ‘processes’ not ‘things’ (Mudu, 2017). The restaurant industry is a crucial contributor to the service industry in many countries. In Spain, mainly, the rapid growth of restaurants provides an opportunity for consumers to make the best choices regarding their dining wants (Jang et al., 1978) Also, the high urbanization and improved living conditions cause most people to switch up their dining patterns, especially those living in towns and cities (Zhong & Moon, 2020). Most people prefer dining out instead of preparing their meals at home after a long day of work. The trend of eating outspread across the country and led to rapid industry growth, supported by a growing population with higher incomes (Bak-Geller, 2015). The upscale restaurants are gaining popularity among middle and upper-class segments of society, with the ethnic restaurants particularly receiving more positive demand as people warm up to the international fine-dining restaurant offerings (Mudu, 2017). Marketing by word of mouth is one technique that influences the consumers’ choices, but that all depends on the dining experience the customers have (Zhong & Moon, 2020). As such, restaurants are now focusing on improving the customer experience, hoping to have the word spread among the people.

Over the last few years, foreign cuisines’ consumption has become a trend, especially among younger people. For this reason, competition in the catering industry is now fiercer than ever before (Ma et al., 2011) Despite competing among themselves, restaurants serving foreign cuisine must also compete with local food restaurants, and seek to generate a profit (Jang et al.,2011). As such, they must pay close attention to service quality, price, physical environment, and food quality. Of the four factors, food quality and price are the most influential (Hanaysha, 2016). The price often reflects the quality of service offered and may influence the customers’ behavior, and perception of the quality of food served even before they get in (Jang et al., 2011) However, besides the price, the quality dimensions, the food, service, and ambiance are the most crucial determinants of customer satisfaction (Chaudhry & Crick, 2014). Maintaining customer satisfaction is quite essential because it leads to increased sales and repeats customers.

Having figured out the food, the treatment accorded to the customers must also be excellent. Among the factors that make customers change, their preferred restaurant is unprofessional, inexperienced, or inappropriate (Chaudhry & Crick, 2014). The performance fails to meet the quality of service required, resulting in poor service and low standards. The provision of excellent service quality is the way to please and get to many customers to meet their satisfaction and expectation (Maroco & Maroco, 2013). The quality of the food, which depends on the food’s taste, remains a critical factor in determining whether the customers return for a second visit of not (Bak-Geller, 2015). However, it is essential to note that every customer has a different perception towards food tastes, and what some may like; others may not (Altamore et al., 2018). However, where the quality of food is good, most customers will leave a positive review of star ratings on Yelp, Google, and TripAdvisor.

The atmosphere a restaurant creates is also crucial in determining the customer’s perception of the restaurant. Some unique atmosphere may cause a customer to prefer the restaurant, while others will keep the customers off, even when the quality of food and service is excellent (Zhong & Moon, 2020). The reason is that people are into different themes and atmospheres, and what one likes another will not like (Hanaysha, 2016). For example, some customers prefer to have a quiet ambiance when eating to allow them to have a calm conversation with theirs. A restaurant should endeavor to set up an environment that the majority of the customers will enjoy.

Research regarding Barcelona’s quality of service is limited, which creates an information limitation, let alone the Spanish Tapas oriental restaurants, limiting information (Zhuang & Jiang, 2016). Therefore, restaurant owners must develop creative ways to keep their customers engaged with the employees (Zhuang & Jiang, 2016). Also, restaurants must dedicate their attention to studying and discovering the customers’ perception of their restaurants and readjust accordingly. Chinese customers’ opinions regarding the quality of customer service will be analyzed because this literature shows the importance of good customer service in marketing a restaurant.

4.1.3 Cerveceria Catalan and Gourmet Tapas by Sensi in Barcelona

Gourmet Tapas by Sensi is one of the restaurants under the Sensi Group. The hotel’s location is an exotic place that seeks to provide a fun, fresh, and dynamic atmosphere for its customers. The restaurant specializes in recreating traditional Spanish menus to come up with a brand new experience. Gourmet Tapas by Sensi serves vegetarian-friendly, gluten-free, European, Spanish, Mediterranean, Spanish, Catalan, and vegan options. The restaurant opens every day from 6:30 pm to midnight. With close to 1500 reviews, the restaurant ranks 171 out of 9,381 restaurants in Barcelona. The restaurant also has three stars out of 5 on a Chinese App, and 4.4 out of 5 ratings on Google.

Cerveseria Catalana is both a tapas restaurant and a beer bar located in Barcelona. It is one of the most popular places in the city for the best and tastiest tapas. The restaurant also has a wide selection of international and national beers. Cerveseria Catalana opens Monday to Friday, from 8 am to 1:30 am, and 9 am on Saturday and Sunday. The restaurant is famous for its excellent food and low prices. Cerveseria Catalan has 4.4 out of 5 ratings on Google, and five stars on the Chinese App.

In the course of this study, Chinese customers were asked which of the two restaurants they preferred, and a majority claimed that cerveceria Catalana was their favorite Tapas bar. They gave the following reasons for their preference; better food taste, excellent and convenient location, the Tapa bar is more popular as it is more recommended on social media, and comfortable staff service. The customers additionally suggest several changes for both restaurants. The customers should be attended to fast without making them wait too long at the table, and the staff at Gourmet Tapas should have a more friendly attitude. Both restaurants should expand and get more waiters, and there should be staff who can speak in Chinese to make it easier for Chinese nationals to communicate. The customers would also like the Tapa bars to have a sound reservation system. The menus should also include the Chinese language for easier reading. Chinese customers would also love more fried foods, which appeals to their taste and various drinks to enjoy. From these findings, it is clear that customers not only focus on the quality of food but also the quality of service offered.

The restaurant business is not built only on the quality and type of food the restaurant offers its customers; it also is about the quality of service and other finer aspects that are not only intangible but also negotiable. As such, a restaurant can choose where to lie in the spectrum from doing all things correctly to let some things slide (Sitinjak; Pangaribuan; Tafriza, 2019). However, on the customers’ side, the decision on where to eat depends on the customer’s perception of a restaurant’s ability to capture the most critical factors. One restaurant’s failure introduces an improvement gap that another restaurant can take advantage of and work on to perfection to attract new customers (Dibley; Clark; Myers, 2016). However, besides losing a customer, a bad experience could damage other regular customers, which could undo a long time cultivate a favorable brand image. Hence, the needs of the customer must be a priority to the restaurants.

The demands of the customers push the restaurant industry into fierce competition. Because of this, restaurants must note the elements of the experience they provide that keep the customers loyal and take advantage of the customers’ loyalty (Dibley et al., 2016) Taking note of the factors that lead a customer to believe and understand how to meet these needs well; restaurants can generate plenty of revenue. Venkatesakumar (2014) so adds that the food quality, atmosphere, menu variety, convenience, and the prices set are critical factors that influence the dining experience. These factors vary depending on the management’s priorities and the employees (Sitinjak; Pangaribuan; Tafriza, 2019). For example, among the factors that go among restaurants is the ability to deliver good customer service. This fundamental element is excellent for securing customer loyalty (Dibley et al., 2016). Also, the restaurant’s image and the quality of food are essential factors in the restaurant context. Therefore, a restaurant must identify the highest importance factors and then maximize its investment.

4.1.4 Customer Loyalty

Gaining attention and customer loyalty is an essential objective of any organization interested in securing its life in the long-term. Sofia; Pangaribuan; Sitinjak (2020) say that loyal customers are often less susceptible to competitors’ marketing tactics. The loyalty aspect divides into two: attitudinal and behavioral. Venkatesakumar (2014) states that the attitudinal concept related to the business or band’s psychological commitment, while the behavioral idea is related to patronage frequency (Dibley et al., 2016). The hospitality industry takes up the attitudinal aspect to measure loyalty (Venkatesakumar, 2014). A customer who presents a warm attitude towards a restaurant and its services is likely to repurchase and recommend it to others. As such, the study takes an attitudinal approach in discussing customer loyalty.

Sitinjak; Pangaribuan; Tafriza (2019) say that the need to keep the existing customers is one of the marketers’ primary objectives. Restaurant owners are careful to switch their marketing strategies between keeping the current customers and attracting new ones. With restaurants offering nearly similar services and products, retaining customers is quite difficult, yet it is the key to surviving the perfectly competitive market. Sofia; Pangaribuan; Sitinjak (2020) took note of the benefits restaurants to derive from securing customer loyalty. First, loyal customers tend to choose the same restaurant every time and visit more frequently because choosing where to dine is now more accessible (Javanmard, 2016). Second, loyal customers are less sensitive to prices, and as such, slight price adjustments do not affect their dining decisions (Javanmard, 2016). Third, loyal customers are the most viable word-of-mouth marketing tools, one of the most effective methods of bringing in and retaining new customers (Sofia et al., 2020). Loyal customers help the restaurant save advertising money because the existing customers bring in new customers. They are keeping loyal customers advantageous to business and offer more benefits than the attraction of new customers.

4.2 Factors Affecting Customers’ Loyalty to a Restaurant

4.2.3 The staff’s behavior

The employees in a restaurant are its face to the customers. For this reason, restaurateurs make an effort to invest in their employees through rigorous hiring and training processes (Dibley et al., 2016). The thorough vetting and supervision ensure that the employees present the restaurant’s image to its present and potential customers. The staff training must include the values and norms that the business wants to align itself in creating a pleasant customer experience and building its brand.

Employees deliver what is called the service quality. By definition, service quality refers to the customer’s judgment of the overall superiority or service excellence. The quality of service a restaurant presents depends on the attitudes of both the employees and the customers. It is a determinant of the perception a customer will have of an eating establishment. Sitinjak; Pangaribuan; Tafriza (2019) say that the employee’s right attitude leads to a positive attitude and helps create a positive working environment for the entire team.

In contrast, a negative attitude makes the working environment harmful, leading to lousy service delivery (Dibley et al., 2016). Excellent service will require simple acts such as a friendly greeting, courtesy, and smiling when interacting with the customer. Lee; Moon; Song, (2018) add that service quality is one of the primary determinants of a customers’ return to the establishment. He divides the service experience into five aspects: reliability, responsiveness, tangibles, empathy, and assurance. By taking up kindness, the employees offer the customer individualized and focused attention. Providing a good table and calling the customer by name show empathy (Lee; Moon; Song, 2018).

Assurance refers to treating the customer with courtesy or in a way that invokes confidence and trust. Responsiveness refers to the employees’ willingness to approach the customers and provide the needed help promptly (Lee, Moon, and Song, 2018, p.631). A responsive employee must be able to attend to a customer’s special request quickly. Reliability is the ability to satisfy a customer’s needs on time. If the restaurant advertises fresh, healthy foods, it must provide the same, and if the set waiting time is some predetermined time, the customers must not stay for longer than that (Kurniawan, 2020). The restaurant must excel in its equipment, facility appearance, décor, cutlery, and written materials regarding tangibles (Shields, 2016). The atmosphere these elements create should attract customers. The tangibles present a critical image of the restaurant regarding its ranking and service quality or food. In creating an excellent dining experience, excellent service quality is necessary to stop unfavorable customer feedback, such as badmouthing the restaurant and its use. The current study will, therefore, focus on what Chinese customers at tapas restaurants in Barcelona think about the staff’s behavior and how it affects their level of customer satisfaction.

4.2.4 Value for money spent

Research shows that price is the primary factor in any business and the food industry is no exception. People may not want to return to a restaurant if they perceive it to be pricey. In this case, this means that the food or service therein does not provide them with value for their money (Lee et al., 2018) Customers also rely on the price to gauge the level of satisfaction they may decipher from the meals or services they may receive at an establishment (Kurniawan, 2020). For example, when the price is high, the customer expects excellent food while very low pricing means that the customer could expect some mistakes, such as food taste. However, high prices will make customers switch to the competitor’s products. (Lee et al., 2018) Costing also must be a priority to ensure that the meals are not out of reach for the target customers and that the business does not run on losses.

The perceived price also plays an essential role in customers’ practices (Kurniawan, 2020). The purchase’s perceived value is in terms of monetary and nonmonetary value, including the effort and time put into creating the meals. In a previous study, Cibro and Hudrasyah (2017) observed that low prices heighten customer satisfaction without significantly influencing the customer’s perception of the entire dining experience. As such, the customer’s understanding of the price’s reasonableness affects their knowledge of their satisfaction. The current study will also seek to analyze what Chinese customers at Tapas restaurants in Barcelona think about the cost of meals offered and how it influences their choices.

4.2.5 The restaurant ambiance and interiors

The interior of the restaurant dictates how the customers perceive the restaurant. In essence, the first impression the customers get is the lasting impression and is critical in attracting and retaining the customers by seeking to imprint positivity. However, the interiors and ambiance are about the color or layout; it is also about the emotions space radiates and how the customer takes it (Cibro and Hudrasyah, 2017). Suhur and Wibowo (2016) say that an appealing ambiance does not involve expensive remodeling; it could also mean ensuring ambient light and including some brilliant interior colors (Kurniawan, 2020). Adequate space and the seating layout even matter; customers like to eat at a spacious restaurant that maintains their privacy. The hotel layout should maximize the floor space to ensure that area carries the maximum number of customers it can comfortably (Suhud and Wibowo, 2016). Aesthetics are also an essential component of the ambiance. Restaurants should offer a beautiful environment that makes customers want to purchase food there, particularly during the social media age, when people want to show their endeavors to the world through pictures and videos. The current study will also analyze the ambiance of Tapas restaurants and how it influences Chinese customers’ experience and choices.

4.2.6 Convenience

One of the factors that could make a business lose its loyal customers is the waiting time. If the customer walks into a restaurant and the servers delay taking the order, or the food takes too long before reaching the table, or there are discrepancies with the payment, the customer becomes irritated (Suhud and Wibowo, 2016). Customers now demand high-quality treatment as they are more aware of their options. Since restaurants are continually competing, they should focus on cater to their customers’ needs (Suhud and Wibowo, 2016). Some of the conveniences to expect in a restaurant include an interactive environment, easy ordering, secure billing, and several payment modes.

Uniqueness produces character. When a customer has a unique experience at a restaurant, they will have difficulties forgetting the restaurant. An example of identity is having a signature dish or having the food made in order instead of reheating it (Kurniawan, 2020). Also, restaurants often have an in-house meal they created, especially to bring them some uniqueness. Others will offer a free dessert, which adds a unique touch to their service (Sofia et al., 2020) Whichever option the restaurant takes, the goal is to create an unforgettably pleasant experience that will keep the customers returning. The current study will also analyze the convenience available at Tapas restaurants in Barcelona from the Chinese customers’ perspective. From the literature above, it is evident that comfort is a critical factor in influencing customer satisfaction.

4.2.7 Customer entertainment and privacy

The first rule to any restaurant or entertainment venue is to ensure that the customers are entertained and engaged consistently. Besides good food and having tables that allow customers to participate freely, some restaurants install screens with their favorite shows (Cibro and Hudrasyah, 2017). The staff occasionally speaks with the customers to inquire about their meal and see how they like it so far (Kurniawan, 2020). However, besides engaging, the customers will sometimes want to have some privacy, and it takes well-trained staff to determine these times. The team needs to know how to identify each of the customers’ moods and preferences, and then provide the kind of service or attention they require. The researcher will interview Chinese customers on their opinion on the customers’ entertainment and privacy in the restaurants and how that contributes to their general experience.

The above factors act as pull factors to the customers, but the opposite, the harmful elements, push the customers away. They include long waiting times, rudeness from the servers, inappropriate approach, improper parking, inadequate parking, too much noise, variances in the quality of food and service, unfair treatment of employees, and crowded spaces (Suhud and Wibowo, 2016). Customers are not only concerned about their food and how the treatment they receive; customers also care to know that those they are interacting with are happy (Tobin & Huffman, 2016). As such, a business must treat its workers well as it reflects in their service and affects the restaurant business’s attitudes towards the restaurant business.

4.2.8 The quality of food

Food quality is one of the fundamental elements that influence diners’ satisfaction regardless of the setting—the quality of food influences how the consumer perceives almost all other dining experience elements (Cibro and Hudrasyah 2017). For example, if the food is good, but the restaurant is somewhat crowded, a customer will seek to enter the restaurant when the restaurant number tends to be small. Experts express food quality through six elements: variety, taste, healthy options, presentations, temperature, and freshness (Sitinjak et al.,2019). Production refers to the staging of food on the plate and its attractiveness while there. Food presentation should balance its color, contrast, texture, and shapes. Experts feel that food presentation is the key attribute that invites diners and gets word of mouth around.

Food variety refers to the availability of numerous options on the menu. Restaurants continually work on new menus to create an assortment of beverages and foods to satisfy the diners (Javanmard, 2016). Healthy eating is also an attractive factor that is hyped in the food industry today. Due to health consciousness, the customers now have new demands, often opting for healthy rather than fast foods. As such, a restaurant that sells healthy, nutritious foods will influence customers to purchase their meals there. Taste is also an element of the food that affects customer satisfaction and decision-making in the future (Javanmard, 2016). Regardless of performance in other areas, if the taste of the food is not pleasant to the customers, they consider low food quality (Venkatesakumar, 2014). Today’s customers are more particular about the ingredients that make up their food and want to take their time to savor the tastes. As such, the restaurants doing well on this day are those that serve tasty food.

Along with the taste, important also is the freshness of the food served. Freshness refers to the juiciness, aroma, and crispiness of the food. The food’s temperature matters too because it influences the food’s sensory attributes such as smell, taste, and sight. If the food is attractive in all three aspects, the customers take a liking to the restaurant and become loyal. Customer loyalty to a business increases its chances of being successful. This piece of the literature shows how important it is for Tapas restaurants in Barcelona to have high-quality foods because food is every customer’s first consideration. Chinese customers will be asked to state their opinions regarding the tastes and quality of different meals at the Tapas restaurants.

4.3 The Role of Employee Engagement in Influencing Customer Perception

Due to the internet’s influence, society has come to the point where everything in life is under constant connectivity. Technology’s steady march is driving culture into the ‘know everything’ zone, influencing how people perceive a particular brand (Eiland, 2015). In most cases, perception is a product of word of mouth through friends’ recommendations, tweets, Facebook posts, and online reviews, while in others, it’s from life experiences. All these ideas influence how a customer perceives a brand or an item. However, the opinion shapers are not only the customers on the receiving end. The employees, too, influence how customers perceive the business.

By definition, customer perception refers to the customer’s individual opinion regarding the products or business a company is carrying out. Attitude has to do with how the customers feel regarding the brand from their direct or indirect experience engaging with the company (Chand & Kapoor, 2010, p.31). If a business can monitor customer perception, the market can quickly identify some user spots that could improve customer interactions (Eiland, 2015). The best way to measure customer reception, besides the reviews online, is through the business employees (Chand & Kapoor, 2010). Employees offer the all-important contact point between the customers and the company. From their interaction with the customers, they can collect a wide array of quantitative and qualitative data from sources such as customer reviews, product usage reports, tipping tendencies, and food consumed in a restaurant (Yashwanth, 2017). While collecting data is essential, ensuring that the customers receive proper treatment at your establishment is critical.

In any establishment within the hospitality industry, many employees’ behaviors occur in the workplace. The responses are either positive, referring to the employees’ constructive actions on behalf of the organization, or the adverse, referring to reactions that extinguish the productive environment (Altamore et al., 2018). Malicious behavior provokes stress and depression among employees and the customers, and unlike the positive response, the harmful kind has a way of spreading fast and influencing perception. Tobin and Huffman (2016) say that malicious behavior on the part of the employees ruins many businesses and leads to losses to employers in millions of dollars daily. Also, its consequences drive away from the customers, damage the employees’ morality, and increases the turnover rates for companies (Yashwanth, 2017). As such, the employees’ behaviors are an essential factor in service delivery and are critical to developing a productive working relationship with the customers.

Scholars agree that there exists an undeniable link between customer satisfaction and employee satisfaction. When employees are happy, their morale is high, resulting in much more efficiency and diligence (Sitinjak et al., 2019) A study indicated that 72% of the employees, when engaged, believe that they interact with customers positively (Eiland, 2015). The information here is not only right in research but also in everyday life. Most people have had a bad experience in restaurants after waiters and servers treated them badly or barely paid attention. Poor treatment influences not only a person’s perception of the restaurant but also the enjoyment of the food; however, use it is (Tobin & Huffman, 2016). After a negative experience, most customers deflect and opt to take up any other options available. The situation is the same in every competitive environment such that instead of waiting for the case to get better or bearing with the producers, most customers find it easier to deflect and look for better options in the market (Jaini; Ahmad; Zaib, 2015). However, the reality is that businesses today cannot afford to lose customers, albeit due to poor performance and behavior.

The CEO of Campbell Soup, Doug Conant, said that he or she must be winning in the workplace to succeed in the market place (Jaini et al.,2015). According to Conant, if both the customers and the employees are happy, they must be doing something right (Jaini et al., 2015) However, the culture the management establishes is responsible for building continuous employee satisfaction while insisting on the need to keep the customers happy. The reality is that there exists a secure connection between the two. The business must deliver a positive customer experience whenever serving customers. A study by PwC indicated that when customers have a great experience, they tend to make more purchases loyal and readily share their experiences with friends (Kim; Kang; Park, 2014). However, Wood (2017) insists that the way to ensure this positive experience is by creating a culture that keeps the employees engaged and motivated. In confirmation, a Harvard Business Review article cited a study conducted by Glassdoor that associated a happy workforce with its ability to please and satisfy its customers (Wood, 2017). The study found that today, companies are increasingly changing their business framework and adopting a more customer-centric approach (Sitinjak et al., 2019) Unfortunately, for most employers, the customers take center stage until they appear insignificant to the business process (Warde & Martens 2010). The study felt that allowing the workers to suffer at the customer’s expense is an unfortunate and near-sighted strategy (Chen, 2014). The truth is that employee and customer satisfaction are two sides of the same coin and must receive attention in equal measure. The relationship between customer and employee satisfaction has indicated that organizational cultures sit at the base of any company’s efforts to improve.

The products a company sells might not be the real pull factor for customers; they esteem the service quality better than the products. There might be another producer offering superior goods, but if the producers’ demeanor is nasty, they will opt for the next best alternative. Hence, a company should make sure to invest in customer service development better than any other should. Excellent customer service is easy to achieve when employees are eager to work and have confidence that their job is the best suited for them. If the employees have an inward drive towards conducting their job, then bonding with customers and treating them well will not require much effort.

The employee relationship not only depends on their interactions with the management; other factors also count. The first is the relationship employees have with fellow workers (Kim et al., 2014). An excellent relationship ensures peace and creates a conducive environment that allows for collaboration, friendship, and assistance where needed, without involving the management (Armstrong et al., 2018). A good relationship also reduces the likelihood of breeding conflicts and promotes bonding. The employee experience is also an important determining factor (Susskind; Kacmar; Borchgrevink, 2017). If a job is too monotonous, the employee will become bored and lack the motivation to work or learn something new. Hence, the working environment should encourage learning, not only through training but also introducing unique technical, cultural, psychological, and physical aspects that make the atmosphere fun and challenging (Armstrong et al., 2018, p.26). The employees’ well-being is another essential factor that influences employee satisfaction (Susskind et al 2017). A business should understand employees’ expectations, level of happiness, stress levels, and overall health—it all about creating the right mood and a sense of purpose in the business. If the workers become overwhelmed and succumb to burnout, or face work-related problems, their morale to work will be very low, which will influence their service delivery to customers.

As part of ensuring that the employees are well and satisfied, a business must institute developmental programs. Today’s more significant workforce is full of hardworking, enthusiastic, innovative millennials, continually looking out for growth (Chand and Kapoor, 2010). As such, in meeting the need for change, the business must develop new practical training and development programs based on the employees’ needs. Training not only ensures that the workforce continually improves its skills, but also ensures that they continually become better at their jobs (Susskind et al., 2017) When employees feel that the workplace is continually growing them, they are likely to become more loyal and attentive to their duties at work. They will be more satisfied, dedicate their energies, and focus towards their jobs (Susskind et al., 2017) Additionally, a happy employee projects positive energy to the customers, which makes the customers’ dining experience more comfortable.

For businesses to correctly assess the employees’ needs, the management needs to observe their behavior and conduct surveys. Responses from surveys provide direct answers from the employees regarding their current experiences and any changes they wish to see (Chand and Slath 2018). Managers need constant updates to ensure that things are working well to boost their attitudes towards work. In addition, once the employers address the issue early enough, the issue is unlikely to affect other issues. In addition, when the management shows care and concern for the issues affecting the employees, the employees feel valued, which increases their morale for work and increases their confidence, resulting in higher levels of satisfaction that translates to better customers’ experience.

Employee satisfaction and customer satisfaction are a win-win situation. Engaged employees lead to happy customers and vice versa. Satisfied customers play a critical role in developing an essential cultural foundation of dignity and purpose on the employees (Chand and Slath, 2018). However, negative customer experiences are a vital source of valuable lessons and provide points of improvement for the field players. Sorting Besides becomes a source of motivation and drives to the employee problem. However, for there to be satisfied customers, the employees must be happy and confident about their issues, especially those related to their work environment (Barnes, 2015). As such, with disgruntled employees and unsatisfied customers, business begins to plummet. As such, the workforce is an essential factor that determines the longevity of doing business.

4.4 Cultural Differences Between Chinese and Western Restaurant Guests

The difference between the Western and the Chinese diet cultures is worth exploring to understand the Chinese customer’s specific needs. Any hotel or food business that wishes to satisfy diverse cultures’ needs must learn both cultures’ unique characteristics. Food is a big part of any culture, and failing to understand such a culture may lead to a loss of business because people feel offended once their culture is not recognized. The Chinese dietary culture is quite profound and extensive, and there are common sayings like ‘people-eat-for-the-day.’ Western diet, on the other hand, is specialized and delicate. For example, Western and Chinese eating behavior appears to be forks and knives versus chopsticks (Pecotić; Bazdan; Samardžija, 2014). While the Chinese prefer to eat communally and share their dishes, Westerners enjoy eating individually. Chinese cooks’ food is bite-sized, and the eaters do not need knives to cut it up, while Western cooks make the food in big pieces then use forks and spoons to cut the food up. The Chinese often cook their vegetables by boiling, frying, steaming, and stewing, while Western salads don’t need cooking. Chinese eaters prefer dried or fresh spices, while Western meals use processed herbs.

Traditionally, the Chinese eat their food in round tables, and family meals are quite popular in the Chinese market. They find it convenient to share their meals with others by placing it, for example, on a lazy Susan (Zhong and Moon, 2020). Significantly, they prefer round tables because roundness is a symbol of unity in China. On the other hand, Westerners like square tables and a set up that makes it convenient for individual meals, and longer ones for when eating in bigger groups (Barnes, 2015). Notably, Chinese people use peanut and animal oils to fry their foods, while Westerners use olive oil, butter, and sunflower oil to cook their meals. While all these factors appear superficial, they matter how restaurants attend and seek to meet the Chinese customers’ needs.

Western and Chinese cultures are different, creating a difference in their food preferences. The Chinese diet culture mainly draws from the people’s long history, about 180 million years of food history, a unique factor in Chinese food different from other nations (Almohaimmeed, 2017). Apart from cooking food for nutrition, the Chinese diet culture also relates mainly to healthcare and diet therapy, which is why their food is abundant and uses various cooking techniques meant to preserve the food’s nutrition content (Pecotić et al., 2014). What’s more, the county’s rich and vast land resources are ideal for growing different kinds of foods, which allows the region to develop its rich food flavor genres that have unique characteristics. When used jointly in food, they result in a colorful and splendid diet. The situation in the West is individual also (Zhong & Moon, 2020). The United States, for example, is a land with a short history made up of people from more than 100 countries (Zhong& Moon, 2002). The result is a ‘melting pot’ of cultures is a ‘melting pot’ of food dishes. However, much of the American culture descends from the earliest immigrants who loved to eat fresh raw foods, without too much flavoring or additives, preferring to retain their original flavor. The process of cooking Western meals is quick and straightforward, and there are not too many decorations.

Notable also is the differences in the two regions’ diet concept. The Chinese care about the organic unity of taste, color, and aroma of the food. As such, they are very strict regarding their food requirements (Canny, 2013). The diet should primarily be beautiful, prompting the people’s appetite, and the food must have a unique smell. The taste is the most critical aspect of the food, and the Chinese always strive for the highest state of diet. Therefore, Chinese cuisine not only appeals in taste but also to the other senses. Many of the dishes have a fancy or allegoric name.

In summary, the Chinese people’s pursuit of good food is quite severe, causing them to develop a unique diet culture different from that of people in the West. On the other hand, Western people are more concerned about food’s nutritional value than its appearance or name. (Armstrong et al., 2018) There is more emphasis on the scientific allocation of each meal’s dietary nutrition, attaching more importance to the vitamins, calories, proteins, and other nutrients per meal. Another difference is that the Chinese diet places emphasis on the artistic and emotional aspects of food, while the Western diet leans towards rationality, emphasizing the health and scientific aspects of the food.

Eating habits also differ between the two cultures. The Chinese prefer coarse grains, while Westerners like refined grains such as wheat flour, cornflour, etc. The Chinese also love fermented foods, soymilk, tofu, and other similar products, while Westerners like cheeses, milk, and different kinds of dairy products. In China, almost everything in the environment is edible; they date to eat anything eatable, whether from the land, sea, or sky, whether wild or domestic. Westerners tend to stay away from particular foods and not take up some Chinese delicacies like frogs, snakes, or dogs (Canny, 2013). In Chinese culture, food is also a symbol of generosity, and the hosts will often serve food until the guests are full. In Western culture, the hosts do not necessarily use the menu as a sign of politeness and often assume that the guest is top after clearing the plate (Canny, 2013). The differences between the two cultures are significant and could determine the suitability or lack of a dining experience.

4.5 Influence of Gender Differences

Gender is one of the critically influential factors in the purchasing process. Gender is one of the decisive factors in marketing and influences a brand’s market penetration. A larger number of women are turning to be more active and influential in the purchase industry, which AUTHOR says is helping to ignore the gender differences that exist when due to devising marketing strategies that most advertisers tend to use. AUTHOR also adds that women are often emotional in the choices while men take the autonomous and more aggressive path towards making their choices. As such, when rating restaurants or other service providers, the female customers will give a higher rating than the male because they will consider the effort put towards presenting them with the services or products. Important also, female customers place more emphasis on the social interactions the employees have with them. As such, even when the food presented is of high quality, but the server is ruder, unkempt, or possess any other quality that the female does not agree to, the client will give a negative or low rating. Female clients are also keen on how the management treats the employees and how workers interact with each other, making it essential for businesses to present a strong united front when serving the customers. Male customers, on the other hand, tend to use reason and cognition in their ratings. When a male customer gave his opinion on the food quality, he only reviews the food, with no influences from the service quality or any other factor. As such, gender is a critical influencer of the opinions customers will have.

Besides being emotionally influenced by the service while rating a restaurant or the quality of service received, AUTHOR also notes that female clients have a keener eye than their male counterparts have and are likely to report small issues that male clients would not. Female clients note the hygiene practices, the décor on the tables and the walls, and other minute details that most male clients would not. Additionally, differences in gender influence food choices. AUTHOR indicates that some studies concluded that female customers are keener about their food, including its presentation, taste, and the value they get from purchasing it. Going by these differences, a person’s gender will influence their opinion regarding the restaurant’s quality and affect its subsequent behavior. Evaluating the influence of gender on Chinese customers’ dining experience in Spanish restaurants is essential. It may lead to a more superior understanding of how gender groups interact with their food. It will also take out the research gap in previous studies by providing Chinese customers’ perspective and their appreciation of Spain’s local cuisines.

Although female clients offer the toughest perspective in their review of service and foods, AUTHOR indicates that according to the Customer Satisfaction Index in Spain, the female customers’ satisfaction was higher than that of the males. AUTHOR explains that females have common concerns and often seek to preserve the relationships, connections and harmonious living they have with others, even those that are not part of their inner circles, and often treat them well, with respect. As such, women rarely give negative ratings, especially when they have to do it one-on-one. However, when it comes to taking risks and trying new things, AUTHOR indicates that men are more open to switching brands and will often open up to the idea of trying new things. Men rarely become loyal customers and often pick the items, services or restaurants that would best meet the man’s needs quickly and effectively. Women, on the other hand, are likely to revisit a restaurant if their needs are met efficiently there. However, the day that the business fails to reach the customers’ expectations, the company immediately loses its female customers.

Some studies on psychology indicate that gender does not influence the perception of happiness. AUTHOR says that female customers’ life satisfaction and happiness have to do with their families and the social ties they work to develop. However, male happiness has to do with tier self-concept and the feelings that this induces. An investigation of the effects of gender on life satisfaction and happiness in Hong Kong and found that gender is somewhat influential in its relationship with happiness. In taking note of the influence of gender on restaurants’ ratings, the research will investigate the relationship relative to the Chinese restaurants.

4.6 Customer Satisfaction

Since customer satisfaction is the fundamental factor driving the service industry, the concept is quite essential to business owners and scholars. Due to its influence in repeat purchases and one-on-one recommendations, customer satisfaction is a critical factor for businesses of all kinds. Customer satisfaction is the ultimate goal of any business entity because when a customer is satisfied with the business’s services, they will always keep coming back. The pleasure builds on comparing the expected or advertised versus the product or service presented to the customer, a process traditionally called the confirmation-disconfirmation process. It begins with the customer forming expectations before making the purchase, consuming the product or service, and then making a conscious decision regarding the perceived quality, based on the expectations made. Traditionally, the Chinese eat their food in round tables, and family meals are quite popular in the Chinese market. They find it convenient to share their meals with others by placing it, for example, on a lazy Susan (Zhong and Moon, 2020). Significantly, they prefer round tables because roundness is a symbol of unity in China.

On the other. Hand, Westerners like square tables and a set up that makes it convenient for individual meals, and longer ones for when eating in bigger groups (Barnes, 2015). Notably, Chinese people use peanut and animal oils to fry their foods, while Westerners use olive oil, butter, and sunflower oil to cook their meals. While all these factors appear superficial, they matter how restaurants attend and seek to meet the Chinese customers’ needs.

Western and Chinese cultures are different, creating a difference in their food preferences. The Chinese diet culture mainly draws from the people’s long history, about 180 million years of food history, a unique factor in Chinese food different from other nations (Almohaimmeed, 2017). Apart from cooking food for nutrition, the Chinese diet culture also relates mainly to healthcare and diet therapy, which is why their food is abundant and uses various cooking techniques meant to preserve the food’s nutrition content (Pecotić et al., 2014). What’s more, the county’s rich and vast land resources are ideal for growing different kinds of foods, which allows the region to develop its rich food flavor genres that have unique characteristics. If the perceived performance only falls slightly below the expected performance, the customer assimilates and adjusts the perceived performance upwards, towards the expectations. However, if the perceived performance falls short of the expectations substantially, the customer exaggerates the resulting shortfall, influencing others’ purchase decisions. As such, the goal of each business ought to pursue is to exceed or meet the client’s expected quality, leaving no room for assimilation or lags.

5: METHODOLOGY (WORK PLAN)

5.1 Overview

The methodology chapter outlines the methodological approach the study will take in seeking the information necessary to answer the research question. The course ensured strict adherence to the philosophical points, theoretical foundations, and the research design to address the study’s essential details adequately. Therefore, the methodology chapter highlights the critical choices the class took up, including the philosophy of the research, research design, approach to research, data collection procedure, and the data analysis. The study also takes the opportunity to specify the study’s context, the sampling technique, and the ethical considerations made in deriving and compiling the data. The methodology chapter has massive significance to the research process because it breaks down the study’s legitimate way to the conclusion indicated. Overall, the methodology chapter underscores the validity of the findings of the research.

By indicating its philosophy, the research lays the foundation for the process to take in the study. As such, the class took up a pragmatism paradigm due to its philosophical foundation despite the debate surrounding scientific research philosophies. AUTHOR reflects on the ideological divisions among pioneer research philosophers regarding the subject and says that there’s no harmonized consensus regarding the classification of the research paradigms despite the debate. However, the study took up pragmatism philosophy because the data collected is based on the customers’ individual dining experiences. The study’s approach allows for qualitative and quantitative data collection methods, opening itself to support measures from both the interpretive and the positivist paradigms.

5.2 Research Design

The research design is the overall strategy the study chooses to logically and coherently integrate various study components to address the research problem effectively. The descriptive design is theory-based and gathers the relevant information or data by analyzing, gathering, and presenting the data collected. Also, the descriptive design provides a better understanding of the problem where the problem statement is unclear.

5.3 Research Approach

The research approach is the plan and procedure that the study takes, indicating the steps that the course takes towards data collection in broad and detailed terms. The research will use both qualitative and quantitative methodologies.

5.3.2: Quantitative methodology

The research will make use of information on reviews of the Tapa bars on social media. The number of reviews for each bar will be compared to that of its competitors. The number of customers visiting each bar per day will also be analyzed to know which bar is preferred.

5.3.3: Qualitative methodology

Qualitative data will be used to get a clear picture of the factors that drive customer satisfaction. An interview with the employees and each tapa bar’s management team will help gather information regarding the customers’ and employees’ opinions, preferences, experiences, and feelings.

5.4 Data Collection

After choosing a mixed methods research approach, the study went on to take up content analysis and questionnaires to collect the relevant data. Content analysis is the research tool that uses the presence of particular words, concepts, and themes in some piece of qualitative data. Using content analysis, the researcher quantified and analyzed unique meanings, company, and relationships between words, concepts, and customer satisfaction themes in the restaurant environment. The researcher sought relevant data from journal databases like JSTOR and Google Scholar. In finding the right articles, the research used words like ‘customer experiences in the restaurant business,’ ‘the Chinese customers’ dining experience,’ and ‘customer satisfaction in the restaurant industry.’ From the articles chosen, the researcher made inferences about the ideas discussed in the journals and articles selected.

From reviewing the content, the researcher also got to prepare to undertake the interviews. The chosen sample size for the research was 30 Chinese customers to represent the broader population in Spain. The stratified random sampling method worked best in choosing customers going in for their return or regular visits. In particular, the researcher understood the restaurant industry’s consumption patterns, the customers’ intentions and drives, the behavioral and attitudinal responses the customers give to various stimuli, and the emotional and psychological state to expect when administering the interviews. With this information, the researcher went forward to collect the quantitative data.

The researcher came up with a well-structured questionnaire made up of both open and closed-ended questions. Since a questionnaire takes the form of a written interview, making it easy for the researcher to administer the questionnaire face-to-face, the study took the interviewing approach. The researcher would meet up with the chosen respondents and seek answers from them regarding their dining experiences, guided by the selected questions.

5.5 Data Analysis

Data analysis for the qualitative data was in three essential steps. The first was to gather the notes, documents, PDFs, and other materials that the study found would contribute to the task. Next, the researcher reviewed and explored the data available to ascertain that it was right for the course. Using headings and sub-headings, the researcher grouped the information collected again and organized it into themes before presenting the information more cohesively. The study ranked the questionnaire responses into codes that would make it easier to conduct a proper analysis of the reactions—analyzing the numeric data from the coded responses made it easier to run the data through Microsoft Excel. The researcher then determines descriptive statistics of the data to give a picture of how the data looks. The study also ran other tests and used the results to interpret the information derived from the people.

5.6 Study Population and Context

This study targeted Chinese people living or visiting Barcelona. The Chinese immigrate to other countries from China in large numbers, which is the case for Spain. There are so many Chinese people living in Spain, more than 200,000 persons, excluding citizens already. Chinese people rarely assimilate into the locals’ lifestyle and like to keep to their ways and culture. However, when something intrigues them, such as good food, they often take it up and become part of their new culture. As such, Chinese customers are often loyal, making them an ideal customer group to study the aspects of the customer dining experience that increase customer satisfaction. As such, the study approached Chinese customers entering the two specified hotels and invited them to participate in the study. The course preferred customers who had visited the restaurant two times or more, assuming the existence of a pull factor that would be driving them towards picking the same restaurant each time.

5.7 Ethical Considerations

The study maintained ethical standards through its course, beginning with reviewing the literature, data collection, and the presentation. Regarding seeking answers from the respondents, the researcher kept a keen eye on the participants’ welfare and conducted an unbiased analysis of data. For example, the participants’ contribution to the study was purely voluntary, and the responses they gave were confidential for purposes of this research alone. Regarding content analysis as a data collection tool, the course also remained ethical by obtaining only publicly available data and providing an in-text citation to reference the authors of the content reviewed. The careful approach was to prevent the breaching of information and data or impose on the respondents’ rights. There was also strict adherence to academic standards to ensure that the study met the ethical practice requirements. AUTHOR says that ethics play a critical role in research because they enhance the moral standards and provide acceptable practice, justifying the study and its purpose. In this knowledge, the study noted areas that needed attention to secure the credibility and reliability of the research study. It is pride of every country to introduce local cuisines to visitors in their countries. The situation is no different in Barcelona where Chinese nationals enjoy the local cuisine, and since their number is growing by the day, restaurants are making effort to attract this market segment. The customers are a critical element of the restaurant experience as every effort put focuses on their needs and interests. On the other hand, the employees in the restaurants make for an interesting study group because their efforts directly influence the customer service, the food, the ambience, and the general experience, all which contribute to the customers’ dining experience. As such, in investigating factors that influence the consumers’ dining experience, these two study groups would make an interesting part of a research by providing their opinion concerning the efforts the restaurants are making in accommodating the Chinese customers. Therefore, upon identifying the study gap, this study seeks to determine the factors that influence the customers’ dining decisions in the Restaurants serving Spanish Tapas food in Barcelona, using Cerveceria Catalan and Gourmet Tapas by Sensi located in Barcelona, for a case study.

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ABSTRACT