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摘要：本文是一篇市场调查研究论文（marketing research proposal）。美国是一个多元文化和多民族的国家,在美国市场，美国民族食品市场年销售额750亿美元,65%左右是归因于餐饮业，然而,民族餐馆的快速增长是由多方面的原因引起的。随着生活方式的变化和外出就餐变得越来越普及,许多客户强烈要求新口味，体会不一样的味觉享受。本文对此进行了调查研究。

re. According to Nar 2000 survey today's food trend in the us tend to fall into two categories hot and spicy ethnic cuisine and healthy alternatives. For those Chinese restaurant possessing sufficient financial resources and customer capacity, they could consider developing lower fat items and vegetarian entrees to attract healthy cuisine seekers and vegetarians. For those restaurants that have a relatively high percentage of both Chinese customers and non Chinese customers, they could offer different menus to meet customers distinct requirement for food authenticity.

The results of subsequent regression analysis were generally consistent with the main findings of the IPA. Food quality, service quality, atmosphere, authenticity and price were all found to be important contributors to customers satisfaction and behavioural intensions in Chinese restaurant. More specifically, food related attributes explained 46.9% of variance in satisfaction and 47.5% of variance in behavioural intentions. The relatively high values confirmed the key role of food quality for the success of Chinese restaurants.

Chapter 9 Self reflection

Self Reflection:

I think I get another chance to make this project I would have specially taken care of time management because I think in this project I was a bad time manager, I didn't manage my time well enough, left everything for last.

Another point is the interviews; I would have taken 2-3 interviews if I would have got another chance, in this project I just took one interview all because of bad time management. I didn't distribute as much questionnaire as I could have. I would keep in mind for the next time.

There was lot of pressure on me with lots of assignments at one time. So the ultimate point is that time management is very necessary.

But this was the first research project of my life and I learnt lots of new things like taking an interview, how to go with the research flow and many more things.

Chapter: 8 Conclusions

Conclusion and Recommendation:

This study investigated American customer' perceptions of Chinese restaurant and the key restaurant attributes affecting customer satisfaction and behavioural intention. Considering both IPA results, which are descriptive in nature, and regression results, which are statistical in nature, this study provides a more comprehensive picture for Chinese restaurant practitioners to improve service qualities.

The findings of the study suggested that food quality, service reliability and environmental cleanliness were prerequisites when customer chose a Chinese restaurant. Food quality (especially taste) and service quality (especially service reliability) were the key attributes for Chinese restaurants' success. Dining atmosphere, food authenticity and fair price were also significant contributors to customer satisfaction and behavioural intention. Chinese restaurant managers should reasonably allocate companies' resources based on the importance level of each attribute.

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