ETHNOGRAPHY | Saher Suthriwala

ETHNOGRAPHY

RESEARCH QUESTION

How does the environment and service quality affect consumer behavior at restaurants and cafes in malls located in Dubai?

LITERATURE REVIEW

The interpretation of the term 'consumer satisfaction and behavior' has undergone scrutiny over the years, drawing the attention of various scholars and practitioners. Within these conceptual examinations, consumer satisfaction has been construed as either a cognitive or affective response, as posited by Giese and Cote (2000). In contexts, particularly those characterized by employee-service interactions, consumer comportment is notably influenced by discernible behavioral cues and the overarching milieu of the environment (Giese and Cote, 2000).

The domain of table-service exhibits a multi-dimensional structure, delineated by three distinct categories of service cues, as delineated by Wall and Berry (2007). While the elemental dimension of food quality constitutes an essential variable, the dimensions of service quality and ambiance are equally esteemed as pivotal factors in the comprehensive assessment of consumer satisfaction (Wall and Berry, 2007).

This review of pertinent literature will undertake an exploration of the synergistic impacts stemming from the amalgamation of service quality provisions and the concomitant ambience within a dining establishment, and their collective influence on consumer behavior.

Bennett et al. (2003) establish a connection between a place's environment and customers' perceptions of it. The physical aspects such as lighting, seating, and other elements can evoke feelings of warmth, comfort, and welcome (Bradley, 2011). In the hospitality sector, these emotions can either enhance or harm a brand's reputation (Schneider and White, 2004).

According to Bee and Bee (1995), attentive customer care can have lasting positive effects on a brand. Staff should prioritize customers and recognize each one as a potential advocate for word-of-mouth marketing. Authors such as Baron, Conway, and Warnaby (2010) characterize the current service-focused economy as an experience economy. They contend that this paradigm shift is not just a passing trend, but indicative of the future direction.

At the heart of hospitality management lies a significant correlation between tangible and intangible elements and the contentment and allegiance of customers (Parsa, 2012).

RATIONALE

Our ethnographic study is centered on restaurants and cafes situated within malls in Dubai.

Friberg (2019) highlighted the significance of conducting research and fieldwork across multiple sites, emphasizing its ability to prevent potential biases or undue sympathies toward any specific observation site.

To ensure a comprehensive approach, we selected three distinct restaurants (PF Changs, Denny's, and Chilli's) and three cafes (Caribou Coffee, Godiva Cafe, and Paul), all situated within Deira City Centre, Dubai, as the focal points for our ethnographic investigation.

We chose these specific restaurants and cafes for our ethnographic research because:

They are all located in the same mall, which made our fieldwork much easier.
Being close to each other saved us time and travel between different places.
Their shared location allowed us to compare them directly.
Each place has a unique culture and atmosphere, giving us different insights for our research question.
The diverse crowd visiting these establishments represents various cultures and backgrounds, offering a wide range of behaviors to observe.

WHY ETHNOGRAPHY

Ethnographic research employs observation as a means to gather information that might not be accessible through direct methods. Observers can document the following details without bias towards the participants:

- What is currently taking place
- The location where the activity is occurring
- The sequence or order of events
- The duration of each activity
- Identification of the individuals involved in the activities
- The responses and reactions of different participants, which hold significant importance (Durante and Feehan, 2006).

Ethnography proves especially valuable in the initial phases of a user-centered design project due to its emphasis on comprehending the underlying design challenges (Logan, 2017). In our quest to address the research question, we opted for a research method that allowed us to assess the situation through user observation.

Ethnography adopts a perspective that delves into social and cultural dynamics, underscoring how ideology can uphold and perpetuate inequalities within specific contexts. Furthermore, critical ethnography extends beyond mere description, typical of conventional ethnography, to actively aim at positive transformations within these settings (May, 1997).

Thomas (1993) contends that critical ethnography serves as a reflective process exploring culture, knowledge, and actions. This approach broadens our perspectives and enhances our capacity to perceive, listen, and empathize, thereby facilitating meaningful choice and experiential enrichment.

He further elaborates that critical ethnography goes beyond mere criticism; it infuses purpose into conventional ethnographic practices. Regarding data collection, ethnography typically involves the researcher immersing themselves, either openly or covertly, in people's everyday lives over an extended period. This entails observing events, listening to conversations, and conducting both informal and structured interviews. Ethnographers gather a variety of information, including documents and artifacts, to shed light on the emerging focal points of inquiry.

Ethnographers commonly draw from a diverse array of data sources, even though they may occasionally emphasize one particular source (Hammersley and Atkinson, 1995).

OBSERVATIONS

CARIBOU COFFEE

With our expectations in mind, we entered the coffee shop, Caribou Coffee. The ambiance enveloped us in a warm and cozy atmosphere, accentuated by features like an electric fireplace, gentle lighting, and golden oak wood finishes.

Contrastingly, the staff did not exhibit the same welcoming demeanor as our previous visit; they did not approach us to take our order, which left us feeling somewhat overlooked. Following the placement and receipt of our orders, a problem emerged with one of them. We approached the staff for assistance, but their willingness to rectify the situation was limited. We merely requested an addition of more chocolate to our hot chocolate, yet their response fell short of ensuring our satisfaction.

This behavior from the employees contradicts their declared commitment to high-quality customer service, as stipulated in their code of conduct.

DENNY'S

Denny's presented a markedly different experience, characterized by an exceedingly warm reception. The employees greeted us promptly and escorted us to our table, establishing a favorable initial impression.

Adding to the positive atmosphere, the setting exuded vibrancy and appeal. The interplay of colorful stripes on the walls, the cheery yellow chairs, and the classic diner aesthetic contributed to an aesthetically inviting ambiance. Furthermore, the overall environment emanated an air of contentment and positivity.

While the staff's courtesy was evident, their approach displayed an element of urgency. They promptly solicited our order immediately upon seating, which felt somewhat rushed, given we had barely occupied our seats for a minute and hadn't had ample time to peruse the menu.

Subsequently, upon indicating our need for more time, the staff respectfully allowed us space to decide. However, this pause was relatively short-lived, as within five minutes, a waitress made direct eye contact with one of our team members and inquired about our order once more.

This recurring promptness, while not aligned with Denny's fundamental principle of treating customers as guests, led us to feel less like welcomed guests and more under the pressure of persistence from the employees.

P.F.CHANG'S

Upon our arrival at P.F. Chang's, we were promptly greeted by employees radiating genuine warmth through their smiles, instilling an immediate sense of welcome.

The assigned staff member graciously provided each of us with a menu and allowed ample time for perusal before we finalized our orders. While engrossed in the menu options, we were pleasantly surprised as an assortment of sauces was placed on our table. These small yet thoughtful gestures exemplified their commitment to hospitality and made us feel genuinely appreciated.

The visual appeal of the restaurant was further heightened by striking, colorful paintings adorning the walls, contributing to an atmosphere that enveloped us in comfort and a desire to prolong our stay.

Furthermore, the staff exhibited both respect and patience, evident in their interactions. Their dedication to ensuring customer satisfaction before departure was evident and commendable.

In culmination, the harmonious interplay between the inviting environment and the attentive service provided by P.F. Chang's staff coalesced to engender a profoundly positive and satisfying customer experience.

CHILI'S

At Chili's, it's customary for customers to receive a greeting, be guided to their table, and receive menus. However, during our visit to this specific Chili's outlet, there was no staff member at the front desk to greet us, prompting us to find a table on our own.

While seated, we took note of our surroundings. The establishment featured subdued lighting, dark wood finishes, and accents of the signature bright red hue from the Chili's logo, contributing to its distinctive ambiance.

During our observation, an employee approached our table. However, instead of providing us with menus as expected, they assumed we had already placed an order for their well-known dessert, the 'Molten Chocolate Cake'. Upon clarifying that we hadn't ordered anything yet, they promptly brought us menus and arranged utensils on the table.

Although lacking a formal welcome and assistance, the employees were still approachable, despite a slight lapse in attentiveness.

GODIVA CAFE

Upon entering the Godiva store, we were met with a notable absence of acknowledgment from the employee present. After seating ourselves, the employee eventually approached our table, offering only three menus for a group of five.

A mere three minutes into our presence, the employee summoned the manager, and both engaged in conspicuous glances and hushed conversations focused on us. This conduct was deeply disrespectful and left us feeling uneasy.

Within another five minutes, they inquired about our order. When we requested additional time to decide, they accusatorily insinuated our intention was to solely occupy the space without placing an order.

Despite the store's opulent ambiance featuring white marble tabletops and opulent golden accents, the overall experience was overshadowed by the employee's inhospitable and discourteous demeanor, compelling us to contemplate leaving the establishment.

PAUL BAKERY & RESTAURANT

During our visit to Paul Bakery & Restaurant, the employees welcomed us warmly and guided us to our table. Paul's establishment boasts a sleek and minimalist design, prominently featuring the colors black and white, contributing to an overall elegant aesthetic.

The store's minimalistic approach lends it an air of sophistication, with a focus on creating a refined ambiance. While the initial interaction with the staff was characterized by politeness and attentiveness, they allowed us ample time to make our menu choices.

However, a peculiar occurrence transpired once our order was placed. The staff's unwavering and suspicious stares persisted for nearly 10 minutes. This prolonged scrutiny not only made us feel ill at ease and self-conscious but also gave rise to the sensation of being unwelcome within the establishment, despite the cordial welcome extended initially.

DISCUSSION

Our observations leads us to a meaningful connection with our research work, revealing that, in our roles as customers, both staff service and the ambiance of the restaurant or cafe significantly shape consumer behavior.

Medeiros and Salay (2013) underscore that humanic cues, encompassing aspects like body language, friendliness, and employee attitude, wield substantial influence over customer behavior.

Our observations at Caribou Coffee and Godiva illuminate a notable discrepancy. In these instances, the staff failed to acknowledge the presence of seated customers. By refraining from engaging with the patrons, the employees inadvertently generated a negative impact on the customer experience, engendering feelings of being unwelcomed and thereby influencing their behavior accordingly.

Moreover, the behavior exhibited by employees serves as the pivotal link that bridges customers with the establishment or brand, as emphasized by Gracia, Cifre, and Grau (2010). Consequently, P.F. Chang's and Chili's have garnered a favorable reputation among customers owing to their commendable service quality and inviting atmosphere.

However, a different narrative unfolds at Paul Bakery & Restaurant and Denny's. In these instances, employees exhibited a hovering demeanor that failed to contribute to the desired standard of service quality.

Hence, despite boasting an aesthetically pleasing and comfortable ambiance, the subpar hospitality demonstrated by the staff significantly dampened customers' perception of these establishments.

CONCLUSION

Drawing upon our extensive research and on-site investigations, we have arrived at a conclusive insight regarding our research question.

Consumer behavior within the context of our chosen fieldwork sites is profoundly shaped by the interplay of service environment and ambiance. In our roles as participants, embodying the role of consumers, certain sites elicited a sense of discomfort that dissuaded us from prolonging our stay within the premises.

Conversely, at other sites where a harmonious fusion of service quality and environment prevailed, we were positively inclined to linger. The welcoming atmosphere engendered by aligned service and setting played a pivotal role in fostering our desire to extend our presence within these establishments.