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01-17 

1 

 

 

 

Article 

Impact of five important factors on restaurant 

performance and hospitality management: an 

empirical analysis of technological innovation 
Arian Amidi*, Ehsan Darvishmoghaddam*, Ashkan Razmfarsa, Rafidah Binti Othman 

Azman Hashim International Business school (AHIBS), University Teknologi Malaysia, Kuala Lumpur, Malaysia 

A R T I C L E   I N F O 
 

Article history: 
Received 01 May 2022  
Received in revised form 
30 May 2022 
Accepted 03 June 2022 
 
Keywords: 
Hospitality Management, Restaurant 
Performance, Japanese Restaurant Intervention, 
Customer Satisfaction, Revenue Management, 
Food Selling Technology 
 
*Corresponding authors 
Email address:  
amidiarian@gmail.com 
sh.ehsandarwish@gmail.com 
 
 
DOI: 10.55670/fpll.futech.1.2.1 

A B S T R A C T 
 

This study aims to explore the effects of five factors, i.e., price, food quality, 
ambiance, service quality, and online order on the performance of the Japanese 
restaurant of Kenzo in Iran. In this research, the required data were collected 
through a mixed-method involving both quantitative (with 81 participants) and 
qualitative (2 participants) approach. Data analysis was performed using the 
SPSS software. With the use of Lewin's Model of Change, the study's 
intervention plan was suggested. The Wilcoxon test results showed that the 
performance of the restaurant enhanced after the intervention. Foreign 
restaurants, especially Japanese ones, need to pay close attention to service 
quality and employees’ behaviors. This factor cannot be changed or improved 
overnight; it takes time and investment to grow. The findings of this study help 
the managers and policymakers of the restaurant to gain a deeper insight into 
the influence of the above-mentioned factors on customer satisfaction and, 
consequently, the revenue of the restaurant. Additionally, it was found that food 
quality, price, online order, and service quality are the most important common 
problems of Japanese restaurants in Iran. Two phenomena limited this study: 
sanctions posed by the U.S on Iran and the COVID-19 pandemic. Therefore, the 
results of this study may not be generalized in the post-sanction time and post-
pandemic time. Due to the pandemic, most customers prefer not to be present 
in the restaurant, which limits the results of the research. On the other hand, for 
future studies, researchers can study how to guide restaurant owners to use 
social media to increase the number of customers and attract new customers, 
which can be one of the unique factors that can directly affect the restaurant's 
performance. To the best of the authors' knowledge, this issue has not been 
studied in the Middle East region yet. 
 

 
 

 
1. Introduction  

A crucial part of our daily lives is food; on the other 
hand, it is a significant contributor to environmental 
problems. The increasing global population and shifting 
diets are predictable and further intensify the negative 
effects of food production and consumption. In today's 
modern world, most restaurants are making efforts to 
increase their customer satisfaction because it can lead to 
higher restaurant performance through better service or 
even lower prices with higher service quality, which can 
ultimately generate more revenue. But in general, 
restaurant management is one of the economic activities. 
Unfortunately, the weakness of most new brands in this field 
causes them to close their business in the first year. The 

Japanese cuisine was selected in this study for the criteria 
that the quality 'tasty’ may aid in attaining, rather than for 
quality purposes. Recognized norms are generally 
associated with longevity, lifestyle, and achievement. The 
discovery of these relationships is a critical element in 
understanding why a specific culture's food is preferred by 
foreign customers [1]. The Japanese restaurant industry 
pioneered the chain store system in the 1970s, which was 
later adopted by the retail industry in the United States to 
boost productivity [2]. Kenzo Restaurant in Iran is a 
subsidiary of the Rahyab Company, which has a history of 
about 70 years; the company started with a small group of 
taxis giving service in Tehran and nearby cities. Then, after 
20 years, it was changed to five buses commuting from 

 

 

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A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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Tehran to Mashhad, Shiraz, Tabriz, Esfahan, and Ahvaz, 
which are among the biggest cities in Iran, with a lot of 
passengers. The company succeeded in this business. 

Recently, the food business has gained high popularity, 
With a further increase in expansion rates than other 
business sectors. It has made an intense competition among 
the companies working in this sector. Kenzo restaurant is 
located near the most important chain food provider 
“SuperStar”. In addition, In the same location, there are lots 
of other businesses providing different kinds of food and Ice 
cream. With such tight competition, the current 
performance of the restaurant is far from the desired 
performance. When it comes to food habits and tastes, every 
household in this era has changed dramatically. Many 
trading activities such as hotels, restaurants, and business 
organizations are emerging in this regard. Such 
organizations must establish their reputation and brand in 
the eyes of the market and their customers. 

Theoretically, the problem stems from the fact that 
most restaurants in the Middle East countries do not assess 
the quality of their services and do not try new ways of 
attracting customers. When customers get frustrated, they 
decide to find an alternative among competitors or start 
complaining and showing their dissatisfaction [3]. Most 
customers get dissatisfied with the high price of food, low 
quality, and inappropriate behavior of the employees in 
foreign restaurants, and these factors prevent them from 
being attracted. As a result, the customers’ satisfaction with 
foreign restaurants decreases, which leads to a decrease in 
revenue [4]. Most foreign restaurants in Iran suffer from not 
having regular customers and high costs, which have led to 
the closure of some of these restaurants [5]. 

In 2020, Mirebrahimi, president of the Tehran 
restaurant and self-service association, mentioned 25% of 
restaurants in Tehran had changed their jobs due to a 60% 
decrease in sales [5]. He also indicated various factors such 
as low food quality, lack of online ordering systems, 
adhering to traditional ordering systems, and customer 
dissatisfaction as essential factors in the failure of these 
restaurants, especially foreign ones. Based on the initial 
interview conducted with the customers in the process of 
collecting preliminary data, the findings showed that the five 
main factors are related to performance in the restaurant 
due to retention of the customer, If those factors are not 
taken into account, the efficiency of the restaurant will 
decrease and eventually the restaurant will go bankrupt. 
The review of the relevant literature reveals various factors 
that affect the performance of restaurants, which could be 
generalized to the Japanese Kenzo restaurants in Iran. 
However, the literature lacks research focusing on the 
impacts of these factors on the performance of Kenzo 
restaurants in Iran. Knowing and being aware of the views 
of restaurant customers about the factors affecting the 
restaurant's performance can encourage investors to set up 
foreign restaurants in Iran. This study seeks to fill this gap in 
the literature and be useful for managers, policymakers, and 
professionals to improve their work environment. 

The research objectives of the present study are: i) to 
identify the factors that can affect customers’ satisfaction 
and performance of Kenzo restaurant, ii) to implement some 
interventions to improve the customers’ satisfaction, 
thereby increasing the performance of the restaurant, and 
iii) to determine the impact of the intervention on the 
improvement of the restaurant performance. Every study 
has its own significance and limitations. Many scholars have 
already researched this topic, but no one has focused on the 

case of Iran or the Kenzo brand. To the best of our 
knowledge, the present paper is the first case focusing on 
this topic, which could have a contribution to the 
improvement of the Japanese restaurant performance. In 
this regard, Iran hosts many international restaurant 
brands, approximately 25 to 30 in Tehran alone. This study 
seeks to learn about the expectation of customers who visit 
Kenzo restaurants and their satisfaction with the food and 
services provided. Furthermore, it has been observed that 
many foreigners and Iranians visit restaurants to savor 
Japanese cuisine. The scope of the study was set to be as 
follows. First, the research was focused on Japanese Kenzo 
restaurants in the Republic of Iran. Second, a mixed method 
of both quantitative and qualitative approaches was 
employed as the research design. Finally, the unit of analysis 
in this study was the restaurant with a focus on the Iran 
region. 

The importance and value of restaurants in the 
hospitality sector cannot be denied. In addition, the social 
and cultural role of Iranian restaurants cannot be 
underestimated. There are several factors to evaluate the 
quality of service in restaurants. Ireton-Jones consider the 
environment and services provided and food quality as the 
main elements of service quality assessment in the food 
industry. Ireton-Jones believe that food quality is the most 
important factor [6]. This study was conducted to increase 
the performance of foreign restaurants, especially Japanese 
ones in Iran. The significance of this study is to identify the 
effects of factors such as food quality, food cost, ambiance 
(visual acuity), service quality, customer satisfaction, and 
online ordering on the performance of Japanese restaurants 
in Iran. This study is proposed to fill the gap in the body of 
knowledge by addressing this issue. The findings of the 
current research will enable restaurant managers to 
enhance performance by understanding and identifying the 
factors affecting the performance of foreign restaurants. In 
addition, the findings of this study can aid investors in 
setting up foreign restaurants in Iran and making better 
decisions for their restaurants with deeper insight. 

2. Literature review 

2.1 Performance 

An organization’s performance is reflected in the actual 

organization outputs and outcomes [7, 8]. Since it is a 

demanding task to collect data on the performance of 

restaurants, the existing literature is limited in this regard. 

Therefore, this study attempts to identify the key 

determinants of the restaurant’s performance. Hansen and 

Wernerfelt [9] introduced the company's competitive 

position as assessed by related market share as a predictor 

of performance. They confirmed that related market share is 

a substantial driver of top 1000 businesses' overall 

performance. The ISO certifications ensure that the 

documentation and service procedure, manufacturing 

method, and system management all fulfill the quality 

assurance and standards requirements. The ISO 

certifications can help businesses enhance their 

performance [10]. Basner et al. [11] and Gerber et al.  [12] 

focused on the lack of workers’ physical and mental 

conditions that are brought about by long-time night shifts; 

the outcome of lacking adequate sleep affects the workers’ 

performance. Since it is a valuable method for measuring 

and evaluating a service provider's performance, the 

instrument has received a lot of intention from researchers 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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in this domain [11, 12]. SERVQUAL was used in several 

service sectors, either in its original or modified form 

According to Ladhari [13]. 

In addition, hospitality investigators have developed 

numerous operating efficiency measures across different 

areas. These include the proportion of labor and food 

expenditures [14], the restaurant seat turnover [15], eating 

time [16], the average number of customers handled by a 

server [17], and the proportion of room occupancy [18]. 

According to Reynolds and Thompson [19], achieving 

performance optimization is crucial to increasing the 

operating effectiveness by successfully allocating limited 

budgets in the firm. Labor hours, according to Reynolds [20], 

are an important factor in determining the performance of 

food service businesses since they are one of the efficiency 

measurements. Reynolds [21] also found efficiency 

variables such as staff training time, the number of servers 

in each period, and labor hours indicators of restaurant 

production. 

Related market share is used by scientists as a gauge for 

relative value creation or a company's competitive standing. 

Hansen and Wernerfelt [9] identified a company's 

competitive status as assessed by market shares as a 

predictor of performance and confirmed that relative 

market share is a substantial driver of Fortune 1000 

businesses' overall performance. The term "relative market 

share" is commonly used in the field of strategic 

management. A brand or company's degree of success and 

market position can be determined using relative market 

share [22]. Because restaurants have limited capacity and 

substantial fixed costs, restaurant capacities effectiveness is 

a difficulty when seeking to enhance performance. However, 

restaurants that are indifferent about restricted space, such 

as takeaway restaurants that promote the meal with no 

regard to the accompanying time and space, may have little 

interest in using revenue management (RM) to optimize 

their performance. The ideas of RM, according to Kimes [23], 

should be applied to restaurants since the unit of the sale in 

restaurants is the time required for service instead of the 

meal. In the peak period, RM is more suited to restaurants 

with higher demand than available seats (e.g., Friday 

dinner). These restaurants may improve their performance 

by controlling demand and reducing the length of time that 

guests are seated. The findings of Haque, M. G., and Hindrati 

D. [24] suggested that the halal logo on purchasing at 

Japanese restaurants has an important effect on the revenue 

due to its feature of religion. While consciousness and 

information have a minimal impact on purchasing decisions, 

they considerably impact the lifestyle. The outcome of the 

study of Bunchalieo et al. [25] recommended that the 

restaurant should begin the procedures of standardization, 

inventory management, supplier management, food system 

safety, and human resource management. According to 

Koiwai et al. [26], increased intake of ultra-processed foods 

was related to lower dietary quality among Japanese adults. 

Subjects of the food industry's performance and expansion 

are today incredibly connected and are assessed in terms of 

establishing food safety in any country [27]. Similarly, the 

food industry is the foundation for the growth of the food 

consumer market. It is important to note that several 

researchers are now interested in these subjects. 

According to the study by Panukhnyk et al. [28], the 

variables in the study for stance, consumer price index, total 

household spending on food, and agriculture production per 

capita had the most effect on the food industry's growth and 

overall food confirming the country's consumer market. 

Olshansky [29] proposed a business process to be remade as 

a management process technique and a set of persistent and 

consistent activities targeted at achieving the organization's 

goals. 

The findings of the study by Tan and Netessine [30] 

indicated that the tabletop approach might increase average 

sales per check by 2.91 percent while extending mealtime by 

9.74 percent, resulting in a 10.77 percent increase in sales 

per minute or selling effectiveness. Furthermore, the 

findings revealed that influential consumers, who incur less 

expenditure in accepting new methods, bring about more 

profit and have quicker mealtimes than unsuccessful 

customers. The tabletop approach allows low-skilled 

waiters to enhance their efficiency more than high-skilled 

servers. Ultimately, the results suggested that there is a 

significant potential for providing tabletop methods in a 

large service business, which is now lacking in digitization. 

According to the review of the literature, the general 

description of food quality among researchers emphasizes 

presentation, temperature, freshness, taste, healthy options, 

and menu variety. Temperature is also a food quality 

sensory element that influences how food flavor is obtained; 

according to Delwiche [31], this will interfere with other 

sensory properties such as sight, smell, and taste. The 

temperature could then be considered one of the enchanting 

pleasure factors in the food experience [32]. In the dining 

experience, taste is perceived as a critical attribute of food 

[33]. Many clients have become food experts, so food tastes 

are increasingly important in restaurants [34]. Thus, a 

shabby restaurant with gourmet cuisine is not surprisingly 

packed with the customer. Taste is also usually thought to 

influence customers’ satisfaction and their future behavior 

[33]. Restaurants should serve customers a wide range of 

meals since customers are generally from various economic, 

ethnic, and cultural backgrounds, and most of them have 

specific food preferences. 

2.2 Food quality 

Food quality appears to be recognized as a critical 

component in satisfying restaurant patrons; however, it is 

often ignored in studies conducted into restaurant service 

quality and customers’ satisfaction. People nowadays place a 

premium on food quality as a critical component. However, 

there are few studies on the impact of fine dining restaurant 

food quality. Because the "product offering" for a full-service 

restaurant is prone to be affected by assessing an original 

product (the meals) and how it is delivered, we chose to break 

the tangibility dimension in SERVQUAL into two aspects: food 

quality and physical design of the restaurant (physical place). 

According to Sulek and Hensley [35], the most important 

aspect of a restaurant's overall experience is the food. They 

grouped all food attributes into just one factor, food quality, 

whereas Kivela et al. [33], who developed a model of return 

patronage and dining satisfaction, saw food quality as having 

several different characteristics. Peri [36] claims that food 

quality is a mandatory prerequisite to meet the desires and 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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demands of restaurant patrons. Given the value of food 

quality in the restaurant industry, previous research has 

looked at a variety of food quality attributes. 

Menu variety is necessary to serve different customer 

dining preferences [37]. The presentation refers to the 

shape of the food technique, which is attractively decorated 

for customer's attention-grabbing to achieve customers' 

perception of quality [38]. Kivela et al. [33] emphasized that 

food presentation is one of the main elements of food 

satisfaction modeling and retrofitting customers. In 

addition, food presentation in the TANGSERV scale is also 

one of the product/service factors [39]. Healthy foods could 

have a significant impact on the perceived evaluation of the 

restaurant experience by customers [40]. Sulek and Hensley 

[35] mentioned many restaurant/customers health issues, 

and as one of the primary features of restaurant satisfaction, 

the availability of nutritious food products was found more 

important. The freshness usually refers to its crisp, savory, 

and aroma-related freshness [41]. Previous studies have 

illustrated food freshness as a key element of quality [33, 

40]. One of the elements that affect the satisfaction of the 

customers is food. Food is one of the influencing factors on 

customers’ satisfaction. Zeithaml and Bitner [42] have 

discussed foods in relation to customer factors and the 

eating context. In the study by Brown [43], food sensory 

properties such as flavor, color (taste or odour), texture, and 

temperature are explained in terms of factors related to 

food. According to Irtyshchevaa et al. [44], the operational 

expansion of the food industry is a necessary condition to 

guarantee the food safety of a country. Improving local food 

producers' efficiency, solidifying their positions in national 

and worldwide food marketplaces, offering source-saving 

information, and decreasing their expenses are all critical 

components of use procedure management. Pure and active 

business procedures, as a purposed set of sequential 

interdependent actions to change the enterprise's sources 

into the need finding, will allow reaching a set of goods 

objectives with optimization in the food industry and will 

assist in meeting the demand for high-quality and 

competitive food productions. The results of Zhao et al. [45] 

showed that internal integration and supplier integration 

are significant variables in improving product quality in the 

context of the agro-food supply chain. Furthermore, the link 

between internal integration and financial success, as well 

as the relationship between supplier integration and 

financial performance, is totally mediated by product 

quality. According to the findings of this study, ensuring 

product quality and food safety is an effective strategy for 

agro-food processing enterprises to improve their financial 

performance. 

2.3 Price 

The food industry is large and omnipresent in the U.S. 

Almost every household, in one way or the other, has a range 

of products and services. In 2003, the National Restaurant 

Association (NRA) estimated that Americans spend $426.1 

billion on consuming food in the restaurant industry 

(National Restaurant Association, 2003), which reflects the 

industry size. Of that amount, full-service restaurants were 

predicted to secure around $153.2 billion, or approximately 

36 percent of their share. Over the years, the food industry 

has expanded, mainly because of the changed American 

lifestyle. Married women have almost tripled since 1950 

[46], which means that women have less time to prepare and 

plan their meals at home. These days, people consider other 

problems rather than thinking about how to prepare the 

meal [47]. There is no time to cook; thus, people are hungry 

and eat out. As a result, the restaurant industry is booming.  

The findings of a study conducted by Cha and Lee [48] 

revealed that price, convenience, and freshness all had a 

meaningful impact on customers’ satisfaction. Nevertheless, 

the menu did not affect satisfaction, and contentment had a 

statistically significant impact on repurchase. Nonetheless, 

the effects differed depending on the offline shopping 

network used by consumers to acquire HMR items. The 

three elements (price, menu, and freshness) influence online 

purchasing. Nevertheless, the most influential aspect of 

online shopping is convenience. According to a study by Kim 

[49], 74.6% of consumers compare prices when purchasing 

products. When consumers purchase, the price factor highly 

affects their satisfaction and repurchase intentions [50]. The 

finding of the study by Bureau and Swinnen [51] showed 

that food price changes made it more probable for numerous 

countries to pick one: whether a consumer or a producer, or 

whether importing or exporting food. Sparks et al. [52] 

stated that the belief of consumers in credibility, quality, and 

corporate social responsibility has a positive impact on 

hospitality companies with awards or certificates. Peiró-

Signes et al. [53] found that the hotel's certified 

environmental management (ISO 14001) is more satisfied 

than those that are not certified. Therefore, it is worth 

exploring the moderating role of certification in the 

relationship between determinants and the performance of 

restaurants. Moreover, this study looks at the role of a 

certificate of excellence in the relationship between the 

financial performance of restaurants and predictors that are 

regarded as moderating variables. 

2.4 Ambiance 

Workers must strive to ensure acceptable working 

conditions; the body and mental matter of employees are 

guaranteed [54]. Low conditions of environmental health 

work can lead to poor service, environment, atmosphere, 

and management quality. Chauke [55] stated that different 

elements related to the working environment could 

influence the health of the workforce, for instance: (1) Time 

of working, (2) Medical care, (3) Hygienic people and food, 

(4) Equipment of the workplace, (5) work conditions 

hygienically with adequate refreshing and clear air and 

atmosphere of the restaurants, (6) Payment of low salary 

with scarce advantages can conduct to disappointment. 

Basner et al. [11] and Gerber et al. [12] focused on the low 

physical and mental conditions of workers, which are 

brought about due to long-time nightshift work; it leads to 

the lack of adequate sleep, which has a negative impact on 

work performance. Appropriate uniforms can be supplied to 

keep workers safe from rough atmospheric conditions, 

which can cause sickness or discontent with workplace 

circumstances. The results demonstrate that all five 

elements of the café atmosphere, namely, layouts, 

cleanliness, decorating, music, and lighting, have a 

substantial impact on consumers' inclination to return. 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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Music had the most negligible impact on consumers' 

inclination to return, while Lighting was the most significant 

of these five elements. Customers nowadays are asking for 

extra features such as shop atmosphere rather than food 

quality, according to Hussain and Ali [56]. 

2.5 Service quality 

The International Organization for Standardization (ISO) 

is a non-profit organization that establishes global standards 

for quality control, content, and operation. ISO certifications 

ensure that the reporting methods, service processes, 

manufacturing techniques, and management systems meet 

quality assurance and standards requirements. ISO 

certifications will help businesses boost their results [10]. 

Abdul-Aziz et al. [57] maintained that certifications, 

especially ISO certifications, enable businesses to achieve 

greater standardization, which leads to improved efficiency. 

According to William B. Martin, a food industry specialist, 

"quality service is made up of two key factors: "service 

procedures" and "the personality of the service personnel 

[58]. Anticipation, accommodation, timeliness, the flow of 

operation, monitoring, customer reviews, and contact are 

the seven key components of "Service Procedures." In a 

1978 survey of National Restaurant Association executives, 

the quality of service was identified as a "critical" variable 

[59]. This variable can generate compliments and 

complaints. Clients are more sensitive to an acceptable 

quality of services. The service area is narrow to customer 

indifference. In the hospitality industry, service quality has 

always been a priority. It has been described as one of the 

most important ways to improve organizational efficiency 

and create a competitive position.  

The research of Hyunghwa Oh and Jichul Jang [60] 

showed that managers of full-service restaurants must urge 

waiters to receive training for them to develop emotional 

intelligence to maintain high-quality relationships with their 

personnel and improve job performance. In addition, 

restaurant managers who want to raise their employees' job 

performance (JP) should be aware of the position of the 

value of follower's sidelong associations that intelligent 

membership promotes emotionally. Therefore, the 

programs of intervention for instance, which need per-shift 

meetings, might be used since these social gatherings have 

been observed to promote relationships and socialization 

among members. Finally, In the opinion of employees, there 

is a statistically significant relationship between servers' JP 

and tip size. As a result, offering continuous training 

meetings that aid servers' advancement JP may result in 

rising tips. Customers can first compare the actual quality 

with the standards before experiencing the service, 

considering the level of service quality [61]. They blend this 

evaluation with standard levels and produce summaries of 

satisfaction comparisons [62]. Brady and Robertson [63] 

argued that the "development of customer behavioral 

intentions" is consistent with customer satisfaction and 

service. Several academics have concentrated on service 

quality and restaurant industry customer satisfaction. The 

researchers have highlighted many important features: 

value for money, brand name, picture, location, services, 

taste and nutrition, food quality, and reasonable pricing [64, 

65]. In addition, Johns and Pine [66] mentioned a variety of 

main factors that influence the quality of service in 

restaurants during the meal experience. On the other hand, 

while service quality is a concentrated assessment that 

represents the customer's understanding of dimensions of 

service (e.g., reliability, responsiveness, assurance, empathy, 

and tangibles), satisfaction is more inclusive: it is 

determined by perceptions of service quality, product 

quality, and price, as well as situational and personal factors. 

Customer satisfaction is influenced by the level of service 

provided. If we use McDonald's restaurants as an example, 

customers can receive high-quality food service everywhere 

they go, just as they do in McDonald's restaurants. It occurs 

because of the high-quality services provided. Customers 

today expect a very high standard of quality in the 

hospitality, travel, and leisure industries. As a result, 

competitors' success in these fields would be fuelled by 

strategies focusing on service quality to add value, product 

differentiation, or price differentiation. Service quality 

control, which is focused on methods and techniques from 

the recreation, travel, and hospitality industries, can 

improve service delivery and include a rational and 

understandable annotation of theoretical concepts and their 

realistic applications [67]. 

2.6 Online ordering 

Online ordering is increasingly popular among both 

consumers and restaurants because it can benefit everyone. 

Consumers accept the ease, speed, and accuracy of online 

orders, while restaurants notice the potential for higher 

performances and lower ones. Through websites or apps, 

restaurants can offer their multi-restrained site and 

application (e.g., Snapfinger, campusfood.com). The increase 

in income, improved capacity management, improved 

productivity, and improved transactional marketing and 

customer relationship management were associated with 

online ordering, but some operators raised issues of 

potential commodification, reduced service quality, 

overloaded kitchens, and increased cost. Online meal 

ordering has been shown to enhance revenue, transactional 

marketing, productivity, capacity management, and 

customer relationship management in restaurants [68]. 

Consumers purchase meals online for a variety of reasons, 

including convenience and control, while individuals who 

like personal connections may not have utilized these 

services [69]. 

2.7 Customer satisfaction 

"Satisfiers" are described as factors that elicit 

compliments when performed exceptionally well but do not 

elicit dissatisfaction or complaints when performed 

averagely or not good at all. Big portions of food are an 

example of a satisfier. Unlike key factors, which are both a 

challenge and an opportunity for management, satisfiers are 

a straightforward opportunity for the restaurant to stand 

out and outperform the competition [59]. According to Malik 

and Ghaffor [70], customer satisfaction refers to "meeting 

customers' expectations in terms of particular satisfaction 

parameters". Zairi [71] defines this concept as the fulfillment 

of consumers' inner desires. Field scholars have defined this 

term in a variety of ways. According to Dube et al. [72], client 

satisfaction is "an indication of whether customers want to 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

6 

 

visit a restaurant again". Customer satisfaction is also 

regarded as "the leading factor for assessing the quality 

provided to consumers by the product/service and by the 

consequent servicing" [73]. Customer satisfaction has 

received a lot of attention from advertisers and analysts as 

the most important concept affecting service management 

[74]. Many academics have thus extended the principle of 

customer satisfaction to the service sector [75, 76]. 

Furthermore, Yüksel and Yüksel [77] bond this definition of 

satisfaction to the desire to positive word-of-mouth and 

purchase again. According to the findings of Takeshita, S. 

[78], Muslim visitors want to see halal logos and ingredient 

disclosures. Khoiriani [79] indicated that work skills and 

motivation have a statistically significant effect on 

restaurant workers' job satisfaction and performance. 

Marketing is core to customer satisfaction. The ability to 

satisfy customers is critical for a variety of reasons. It has 

been shown, for example, that unhappy customers tend to 

complain or seek redress more often to alleviate cognitive 

dissonance and failed consumption [80, 81]. Such behaviors 

may be observed seriously if the service providers do not 

address them properly. Clients may respond to a negative 

word of mouth as a way to return in extreme cases of 

dissatisfaction. As a result, a dissatisfied customer will act as 

a saboteur, scaring away other potential customers from a 

particular service provider. In addition, researchers 

discovered a close connection between satisfaction and 

loyalty. Szymanski and Henard [82], in their meta‐analysis 

research, identified 15 correlations between the two 

structures, positive and significant. The relationship 

between loyalty and satisfaction was also demonstrated by 

Bearden and Teel [61]. According to Jones et al. [83], this is 

not a clear linear relationship; these actions can be 

influenced by customer attributions or their beliefs about 

the causes of the CS/D evaluation. Marketing professionals 

have always associated their bets with customer 

satisfaction, utilizing slogans like "Customer is king" or "Our 

emphasis is customer satisfaction". To create the American 

Customer Satisfaction Index (ACSI), the University of 

Michigan monitored customers through 200 companies 

representing all major economic sectors. Almost every 

company received an ACSI score calculated on the future 

loyalty, complaints, expectations, satisfaction, value, and 

quality of its customers’ perceptions [84]. Oliver [85] 

defined customer satisfaction as the answer to customer 

fulfillment. The assessment of the pleasurable consumption-

related performance of the product or service or product or 

service itself. This is, in other words, the overall satisfaction 

with the experience in service and product. 

3. Materials and methods 

3.1 The research paradigm 

The mixed approach is the choice for doing this 

research. Researchers may use both quantitative and 

qualitative approaches to collect required data in this 

approach. To assess the challenge of diagnosing and 

assessing the intervention being done in the restaurant, a 

phone call interview was administered. In addition, to assess 

the efficacy of the restaurant intervention scheme, a survey 

questionnaire was issued. This study employs specific 

analysis paradigms, which are commonly categorized as 

positivist, interpretive/constructivist, and realistic [86]. The 

hypothesis test is used in the positivist research approach to 

evaluate the conclusions resulting from perceived social 

realities. The positivist approach is used in this research. It 

may assist the researcher in gaining a deep and thorough 

understanding of the study through an interview session 

and a survey. A qualitative or quantitative approach to 

analysis will be less comprehensive and accurate. To 

measure the efficacy of the approaches, the qualitative and 

quantitative data provided by the respondents as well as the 

supporting documents should be compared. The deductive 

technique is used in the study. The deductive approach 

relates to the development of an approach that will be used 

in the research and is based on existing theory [87]. To 

perform the investigation, the researchers used two existing 

models. 

3.3.1 Research cycle 

The problem is found in the first stage through an 

interview session with customers of the Japanese 

restaurant. Following the diagnosis of the problem, a 

strategy for improving the restaurant's existing problem is 

formulated. To ensure that the intervention is feasible, data 

are collected during the planning period. Following the 

intervention, a post-survey is completed. As a result, the 

post-survey results are compared to the pre-survey results. 

The observation is carried out at this point to keep track of 

the status and any changes –improvements – that could 

occur during the timeframe. When the outcome is formed, 

and there is a reflection on new understanding, the final 

stage, i.e., reflection, occurs. If the outcome is not good, a 

revision intervention is required. 

3.3.2 Time horizon 

The time horizon is applied to the time in which the 

study is to be carried out. Figure 1 shows the time horizon. 

This research is mostly concentrated on cross-sectional time 

horizons, which necessitates a brief time. Cross-sectional 

analysis is very beneficial for determining the prevalence of 

a condition or disturbance in a population [88]. One of the 

benefits of using such an analysis is that this is inexpensive 

and takes a minimum time. 

 

Figure 1. Time Horizon 

3.3.3 Unit of analysis and sampling 

The sampling elements in the population of interest are 

identified as the unit of analysis; the frameset will influence 

the sampling unit decision. As a result, the primary goal of 

this study is to examine how performance in Japanese Kenzo 

restaurants in Iran can be improved. Thus, the customers of 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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the Kenzo restaurants in Iran were selected as sampling 

items. The target sample of the study is 81 customers that 

had tested food at the Japanese Kenzo restaurant in Iran. 

This restaurant is in a business area in Tehran, Iran. Table 1 

shows the unit of analysis.  

Table 1. Unit of Analysis 

Participant Method Content 

CUSTOMERS Interview 
Problem diagnosis  

(2 interviewees) 

CUSTOMERS Survey 

Survey on before intervention 

program (81 Customers) 

Post- survey on an intervention 

program (81 Customers) 

 

A total of 81 customers (90 questionnaires were 

distributed among which 81 questionnaires were returned) 

of the Japanese Kenzo restaurant in Iran participated in this 

research. First, an interview session was conducted to 

identify the problem and obtain supporting documents to 

evaluate the results. The questionnaire survey base on the 

quantitative method was focused on the customers in the 

Japanese Kenzo restaurant in Iran. Eighty-one participants 

answered the survey before and after the intervention. 

3.3.4 Degree of involvement 

The procedure for defining the issue, data collection, 

and intervention activities in the Japanese Kenzo restaurant 

in Iran resulted in a medium level of involvement in this 

study, and Table 2 shows the degree of involvement data. 

Customers at the Japanese Kenzo restaurant in Iran were 

engaged in both qualitative (interviews) and quantitative 

(questionnaire surveys). 

Table 2. Degree of Involvement 

 

3.3.5 Sampling strategy  

According to Sekaran and Bougie [89], there are two 

sampling systems, namely probability and non-probability 

sampling. Convenience sampling and purposive sampling 

methods are the components of non-probability sampling. 

Non-probability sampling is used in this study. 

3.3.6 Sample size 

In this study, due to the limited size of the population, 

Krejcie and Morgan’s (1973) table was used to determine 

the sample size. According to the HR managers’ report, they 

have 100 customers per day on average; thus, based on the 

Krejcie and Morgan’s table, a sample size of 80 customers 

was determined. Following the advice of experts, 90 

questionnaires were distributed, and 81 questionnaires 

were returned. The survey questionnaires were sent to the 

restaurant managers, and they distributed them among 

their customers at Kenzo Japanese restaurant in Iran. 

Therefore, non-probability sampling was used in this study. 

Furthermore, interviews and surveys with related people 

who are customers at the Japanese Kenzo restaurant in Iran 

were used to gather the required data. Customers were 

chosen as interviewees to diagnose the problems in the 

Japanese Kenzo restaurant. 

3.3.7 Data collection method and research instrument 

The mixed-method approach involves gathering data 

using both qualitative and quantitative methods [90]. Each 

component of qualitative and quantitative data collection 

and analysis techniques and procedures has its own set of 

strengths and weaknesses [91]. According to Bryman [92], a 

mixed-method approach can validate a questionnaire. In the 

end, when compared to employing just one approach, the 

mixed one has been demonstrated to be more successful. 

Accordingly, this research used a mixed-method approach. 

This research uses primary data. Two types of research 

instruments will be used in the study, i.e., interviews and 

questionnaires. Several interviews were conducted, and 

questionnaires were distributed among respondents. The 

interviews were conducted in a one-to-one mode. The 

research instruments used in this study were selected based 

on the review of academic literature. The primary constructs 

used in the study are shown in Table 3. 

Table 3. Constructs used in this study 

Construct Items Source 

Food Quality 4 Namkung and Jang, 2007 

Price 4 Jeong et al., 2019 

Ambience 4 Ryu and Jang, 2007 

Service Quality 4 Qin, 2010 

Customers Satisfaction 4 Soriano, 2002 

Online Order 4 Kimes, 2011 

 

3.3.8 Content validity 

Content validity is a way to ensure that the 

questionnaire used in a study is able to measure the 

desirable concept or attribute. Accordingly, the 

questionnaire was sent to some specialists to check whether 

the inquiries measure the ideal trait or not? Furthermore, 

whether the questions survey can cover the whole topic or 

not? And does the questionnaire have content legitimacy? 

Logical and face validity are two types of content validity: (i) 

the logical validity in this study was determined based on 

the experts’ opinions. Faculty members with specialties 

related to the field of research and experienced people in the 

field of research are the most famous people that determine 

content validity because they can judge the correctness of 

the questionnaire. (ii) The face validity evaluates the 

appearance of the questionnaire. The face validity examines 

the questionnaire format, the font, and size, line spacing, the 

number of questions, the layout of the questionnaire, etc. In 

this study, the following methods were used to measure the 

Qualitative 

(Interview) 

customer 

Diagnosis the problem 

Quantitative 

(Survey 

Questionnaire) 

customers 

Diagnosis of , Evaluatuon and 

Reflection Stage 

Before- post-surveys on the efficacy of 

the planned intervention 



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content and face validity of the questionnaire: (1) Reviewing 

the literature of the research, (2) Using the opinions of the 

supervisor, co-supervisor, and other specialists in this area, 

and (3) Using questionnaires used in previous studies. The 

experts reviewed the interview question and made changes 

based on their feedback and suggestions. 

3.3.9 A pilot study (reliability) 

A pilot study was conducted to validate the tools 

developed for this study. The purpose of this pilot study was 

to: (1) determine the time required to complete the survey 

to make sure the tool length was appropriate, (2) check the 

reliability and effectiveness of the content and instrument, 

and (3) improve the instrument. The confidentiality of pilot 

respondents was guaranteed. After the pilot research, some 

changes were made to the equipment to improve clarity. The 

time required to complete the survey was estimated to be 

about 15 minutes, and this time was reasonable. 

Countermeasures were taken from the literature, but the 

validity and reliability tests must be performed as they are 

used in different contexts of this study. Content validity is 

related to the question of whether the elements or measures 

of the questionnaire represent a means by which the content 

of a particular composition can be measured [93]. As Straub 

[94] suggests, the validity of the content is determined by 

the literature research and a panel of judges and experts. To 

identify all possible applicable steps, a systematic analysis of 

the literature was performed. A pre-test was conducted on 

five factors' effects on restaurant performance. To scrutinize 

the internal accuracy and reliability evaluation, a pilot test 

was arranged and attended by a selected group of 

respondents. Moreover, the study served to non-probable 

the research question before the actual survey 

questionnaire activity is evaluated. According to Isaac and 

Michael [95], a sample size of 10 to 30 respondents is 

appropriate for a pilot survey. As a result, 30 questionnaires 

were distributed to the respondents in this study during the 

pilot research. The respondents in this pilot study were 

clients from another Japanese restaurant that had a similar 

problem with low performance and revenue. 

3.3.10 Interventions planned and implications 

Using Lewin's Model of Change, an intervention plan is 

suggested in this study. It is divided into three stages: input, 

transformation, and output, or unfreezing, changing –

altering-, and refreezing. The concept provides a simple and 

practical way to understand the transformation process. 

According to the n's model, the change process entails first 

forming the perception that only a change is necessary, then 

advancing towards a new and desirable level of attitude, and 

finally solidifying that new pattern of behavior as the norm. 

The model remains common and forms the foundation for 

several current models of transformation. The planning 

step, often known as the first plan, is included in the input 

stage. The organization is typically aware of the issue that 

occurs at this point and has not yet recognized the real issue. 

The issues must be resolved by implementing changes to the 

present procedure. As a result, during the input stage, the 

researcher will address the problematic circumstance that 

has become their issue with the organization's management 

– restaurant management. The researcher will begin a 

preliminary analysis of the issue that has arisen. Together 

with the organization's supervisors – management, the 

researcher will consider possible solutions or relevant 

interventions for resolving the problem. The researcher 

collects data on the performance of the Japanese restaurant 

program as part of the study. An interview with many 

customers is undertaken to obtain their feedback on how the 

performance training and strategies program is now run and 

to collect recommendations on how to enhance them. The 

intervention plan will be executed to increase the 

restaurant's performance (second stage); one of the most 

important parts of the intervention belongs to the training 

of employees. They have training season (they get a 

certificate during class). This training is examined with the 

manager, and when employees are ready. The researcher 

takes the post-survey among restaurant customers to find 

out whether the training of employees can affect the 

restaurant's performance or not. On the other hand, the 

purpose of the reflection session is to guarantee that the 

participants, who are consumers, comprehend what they 

have read in the questionnaire. Refreeze is the final stage, 

which examines if the employee and management make any 

adjustments because of the intervention. The researcher 

sends a post-survey to the customers at this stage to 

determine whether the Japanese restaurant can improve its 

performance. Furthermore, the manager will monitor the 

employee's performance on a daily basis. The list of 

interventions: 

I.To prepare the environment and design a suitable restaurant 

for a Japanese restaurant where the customer can feel the 

Japanese atmosphere and feel comfortable there 

(Ambience) 

II.10% discount for second and above coming in the month, to 

motivate the loyal customer to come more and more in a 

month (Price). 

III.Excellent customer service is divided into two types of 

training: How to interact with restaurant guests and 

increasing employee English fluency to avoid 

misunderstanding during their job (service quality). For 

excellent customer service, there are two types of courses or 

training: First, these courses include the correct way of 

serving food and the proper posture of the waiters as 

professional behavior courses. 

IV.The period of proper treatment of the customer and better 

performance of duties and raising the tolerance of waiters in 

difficult conditions and avoid arguing with the customer as 

professional interaction course.  

V.Add the accurate delivery time to the software so that 

customers, before making the order, can see how long they 

must wait to avoid customer dissatisfaction (Online 

ordering). 

VI.Change receiving orders from traditional to the new 

programs in the restaurant. For online ordering, coordinate 

the program with the sales app available in the Iranian 

market (online Ordering). 

VII.Other part of the intervention is a combination of training 

for: 

1. Preparation of food from fresh daily materials and the 

duration of their use is a maximum of two days and no 

more (Food Quality). 

2. Daily dusting and cleaning of decorations (Ambience). 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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3. The same table should be cleaned when settling the 

customer bill (Ambience). 

4. Cleaning the bathroom every hour (Ambience). 

5. Serve foods between 15 to 20 minutes from the 

moment of ordering (Service quality). 

6. Customer satisfaction should be questioned by the 

manager when the customers want to go out of the 

restaurant (customer satisfaction). 

4. Results and Discussion 

The researcher examined all data acquired by 

qualitative and quantitative approaches in this study. The 

qualitative data were examined using Miles and Huberman's 

[96] technique, while the quantitative data were evaluated 

with the SPSS program. Further, this research was tested by 

Reliability of Measurement Tools with Alpha Cronbach and 

Test of Normality. In comparison, the differences between 

the pre-test and post-test data were evaluated; in addition, a 

descriptive analysis was done. To determine the difference 

between before and after the intervention, the Wilcoxon-test 

was used. Finally, the results of the analysis will be clarified 

and explained. 

4.1 Participants Profile 

Gender, education, occupation, age, and salary were 

among the demographic characteristics gathered during the 

interview sessions. The participants' profiles are shown in 

Table 4. 

Table 4. Participants' Profile 

Participants Gender Education Occupation Age Salary 

A Female Dr, MD Anesthesia 42 1600$ 

B Male Eng.Bachelor Management 30 800$ 

 

The researcher categorized all sub-themes obtained 
from the interview sessions into six themes based on the 
qualitative analysis. Table 5 shows the concluded sub-themes 
and themes collected from the analysis. Based on the 
qualitative analysis, sub-themes and themes were identified 
from the interview transcripts. The sub-themes derived from 
the interviews are quality of foods, price of food, atmosphere, 
cosy place, favorable air, quality of service, ordering mistakes, 
misunderstanding, timely ordering, timely preparation, the 
behavior of restaurant staff, customers’ satisfaction, accurate 
ordering, delivery time, and restaurant revenue.  

Table 5. Themes and Sub-themes 

Sub-themes Themes 

Quality of foods Food quality 

Price of food Price 

Atmosphere   
Cosy place Ambience 

Favourable air   
Quality of service Service quality 

Ordering mistakes, Misunderstanding   
Timely ordering, Timely preparation Customer Satisfaction 

Behaviour of restaurant staff   
Customer satisfaction   

Accurate ordering Online Ordering 

Delivery time   
Restaurant revenue   

 
These thirteen sub-themes are then categorized into six 

themes which are Food Quality, Price, Ambience, Service 
Quality, Online Ordering, and Customer Satisfaction. The 

intervention plan was executed to increase the restaurant's 
performance. One of the most important parts of the 
intervention plan was the training of employees (the 
employees would be given certificate). This training was 
conducted by the manager when employees were ready. The 
researcher carried out the post-survey among restaurant 
customers to find out whether the training of employees 
could affect the restaurant performance or not. On the other 
hand, the purpose of the reflection session was to guarantee 
that the participants, who were consumers, comprehended 
what they have read in the questionnaire. 

4.2 Quantitative Analyses 

4.2.1 Descriptive Analysis 
Descriptive analysis is the summation of a population's 

sample size. The descriptive analysis for this research is 
shown in the tables presented below. In addition, descriptive 
statistics of the data are sometimes used to identify the 
dominant pattern and base to explain the relationships 
between the variables used in the research. In short, the set of 
methods used in collecting, classifying, and describing 
numerical facts is called descriptive statistics. In fact, these 
statistics describe the data and research information and 
provide a general scheme of data for quick and better use of 
them. In a compilation, descriptive statistics can be used to 
identify the characteristics of a bunch of information. The 
central parameters and scattering are used for this purpose. 
The function of these criteria is that one of them can express 
the main characteristics of a set of data as a number. In this 
way, in addition to helping to better understand the results of 
a test, the comparison of the results of the test with other tests 
could also be facilitated. Tables 6, 7, 8, and 9 show the 
descriptive analysis of 81 respondents participating in the 
study. Based on the gender, the respondents consist of 43.2% 
(n=35) male and 56.8% (n=46) female. Four categories of 
ages were included in the study; 51.9% (n=42) of the 
respondents were 30 years old and below, 28.4% (n=23) 
were 31-40 years old, 16% (n=13) were 41-50 years old, and 
3.7% (n=3) were 51 years old and above. The results showed 
that 0% of the respondents were at the school level; 61.7% 
had an undergraduate degree, and 6.2% and 32.1% had a PhD 
and a master's degree, respectively. In terms of salary, from 4 
categories of salary, there was 0% for two types of up to $150 
and $151- $500, which 72.8% (n=59) of respondents $501-
$1000, 27.2% (n=22) $1001 and above. 

4.2.2 Normality Test 

The concept of normal distribution applies to 
parametric data (not nonparametric data). The normality 
test, by creating a graph of the probability of being normal (in 
the form of a bell and also symmetrical relative to the mean), 
tests whether the observations of the research follow a 
normal distribution. Many human characteristics such as 
intelligence, attitudes, and personality have a relatively 
normal distribution in the population (society). Normal 
distribution does not mean standard or optimal distribution. 
Normalization is the most basic premise of multivariate 
analysis. If this assumption is not met, certain statistical tests 
are invalid and unusable [97]. The importance of familiarity 
and measuring the normality of data distribution is that some 
statistical methods such as Pearson correlation, Wilcoxon 
tests, and analysis of variance analysis assume that data 
distribution is normal (in society). It is also estimated that the 
population parameter is based on the normality of the 
variable distribution in the population. To estimate the 
normal statistical distribution, skewness and kurtosis are 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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used. The acceptable range of skewness and kurtosis is the 
values between -2 and +2 for normal data. Normality tests 
help researchers recognize which type of evaluation is 
needed for the study to compare before and after the 
intervention. All the variables have (p < 0.05); thus, to test all 
the factors, the appropriate test must be a non-parametric 
system test. 

Table 6. Gender 

 

Table 7. Age 

 
Table 8. Education 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid Undergra

duate 

50 61.7 61.7 61.7 

Masters 26 32.1 32.1 93.8 

PHD 5 6.2 6.2 100.0 

Total 81 100.0 100.0  

 

Table 9. Salary 

 
4.2.3 Wilcoxon test  

The Wilcoxon Test, commonly known as the Signed 
rank test, is a non-parametric statistical test for comparing 
differences between paired groups. The Wilcoxon test was 
used to examine each element. 

4.2.3.1 Food Quality 
The descriptive statistics for food quality are shown in 

Table 10, with the mean before intervention being 4.5216 and 
after intervention being 5.8827. The Wilcoxon test was used 

to compare the difference before and after the intervention in 
Table 4.9. The result of the SPSS analysis for the food quality 
element revealed a significant P-value of less than 0.05 
(0.000<0.05). As a result, there is a significant difference in 
scores before and after the intervention. Table 11 also 
demonstrates that the calculated value (0.00<434*) is less 
than the crucial value. Both the P-value and the T-value 
indicate that the finding is significant. Consequently, the 
result demonstrates that there is a significant difference 
between before and after an intervention. As a result of the 
findings, the null hypothesis is rejected as a conclusion. 
Therefore, the intervention was effective. 

Table 10. Descriptive statistics FQ 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 4.5216 0.57173 

After 81 5.8827 0.53777 

 

Table 11. Wilcoxon test FQ summary for after the 
intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 

before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 
for N>50, the critical value should be more than 434. 

 

4.2.3.2 Price 
The descriptive statistics for the price are shown in 

Table 12, with the mean before intervention being 3.6327 and 
after intervention being 5.0889. The result of the SPSS 
analysis for the price element revealed a significant P-value of 
less than 0.05 (0.000<0.05). As a result, there is a significant 
difference in scores before and after an intervention. 

Table 13 also demonstrates that the calculated value 
(0.00<434*) is less than the crucial value. Both the P-value 
and the T-value indicate that the finding is significant. 
Therefore, the result demonstrates a significant difference 
between before and after the intervention. As a result of the 
findings, the null hypothesis is rejected as a conclusion. 
Therefore, the intervention was effective. 

Table 12. Descriptive statistics P 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 3.6327 0.58908 

After 81 5.0889 0.60233 

 
Table 13. Wilcoxon test P summary for after the 

intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 
before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 

for N>50, the critical value should be more than 434. 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid Male 35 43.2 43.2 43.2 

Female 46 56.8 56.8 100.0 

Total 81 100.0 100.0  

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid Up to 30 42 51.9 51.9 51.9 

31-40 23 28.4 28.4 80.2 

41-50 13 16.0 16.0 96.3 

51 and 

above 

3 3.7 3.7 100.0 

Total 81 100.0 100.0  

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid $501 -

$1000 

59 72.8 72.8 72.8 

$1001 and 

above 

22 27.2 27.2 100.0 

Total 81 100.0 100.0  



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4.2.3.3 Ambiance 
The descriptive statistics for ambiance are presented in 

Table 14, with the mean before intervention being 4.5710 and 
after intervention being 6.2870. The result of the SPSS 
analysis for the ambiance element revealed a significant P-
value of less than 0.05 (0.000<0.05). As a result, there is a 
significant difference in scores before and after an 
intervention. Table 15 also demonstrates that the calculated 
value (0.00<434*) is less than the crucial value. Both the P-
value and the T-value indicate that the finding is significant. 
Consequently, the result demonstrates a significant difference 
between before and after an intervention. Based on the 
findings, the null hypothesis was rejected as a conclusion. 
Therefore, the intervention was effective. 

Table 14. Descriptive statistics A 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 4.5710 0.54376 

After 81 6.2870 0.37314 

 
Table 15. Wilcoxon test A summary for after the 

intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 
before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 

for N>50, the critical value should be more than 434. 

 
4.2.3.4 Service Quality 

The descriptive statistics for service quality are 
presented in Table 16, with the mean before intervention 
being 3.5494 and after intervention being 4.8463. The result 
of the SPSS analysis for the service quality element revealed a 
significant P-value of less than 0.05 (0.000<0.05). As a result, 
there is a significant difference in scores before and after the 
intervention. Table 17 also demonstrates that the calculated 
value (0.00<434*) is less than the crucial value. Both the P-
value and the T-value indicate that the finding is significant. 
Consequently, the result demonstrates a significant difference 
between before and after an intervention. As a result, the null 
hypothesis was rejected as a conclusion. Therefore, the 
intervention was effective. 

Table 16. Descriptive statistics SQ 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 3.5494 0.46338 

After 81 4.8463 0.46117 

Table 17. Wilcoxon test SQ summary for after the 
intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 

before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 
for N>50, the critical value should be more than 434. 

4.2.3.5 Online Order 
The descriptive statistics for online order are shown in 

Table 18, with the mean before intervention being 3.6358 and 
after intervention being 4.9895. The Wilcoxon test was used 
to compare the difference before and after the intervention in 
Table 19. The result of the SPSS analysis for the online order 
element revealed a significant P-value of less than 0.05 
(0.000<0.05). As a result, there is a significant difference in 
scores before and after an intervention. Table 19 also shows 
that the calculated value (0.00<434*) is less than the crucial 
value. Both the P-value and the T-value indicate that the 
finding is significant. Consequently, the result demonstrates 
that there is a significant difference between before and after 
an intervention. Based on the findings, the null hypothesis 
was rejected; therefore, the intervention was effective. 

Table 18. Descriptive statistics online order 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 3.6358 0.42214 

After 81 4.9895 0.36036 

 
Table 19. Wilcoxon test online order summary for 

after the intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 

before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 
for N>50, the critical value should be more than 434. 

 
4.2.3.6 Overall analysis 

The descriptive statistics for the Overall Analysis are 
presented in Table 20, with the mean before intervention 
being 3.9069 and after intervention being 5.3875. The 
Wilcoxon test was used to compare the difference between 
before and after the intervention in Table 21. The result of the 
SPSS analysis for the overall analysis element revealed a 
significant P-value of less than 0.05 (0.000<0.05). As a result, 
there is a significant difference in scores before and after the 
intervention.  

Table 21 also demonstrates that the calculated value 
(0.00<434*) is less than the crucial value. Both the P-value 
and the T-value indicate that the finding is significant. 
Consequently, the result demonstrates that there is a 
significant difference between before and after the 
intervention. Thus, the null hypothesis was rejected and, 
consequently, the intervention was effective. 

Table 20. Descriptive statistics overall analysis 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 3.9069 0.26787 

After 81 5.3875 0.21735 

 

 

 

 

 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

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Table 21. Wilcoxon test overall analysis summary for 
after the intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 
before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 

for N>50, the critical value should be more than 434. 

 

A qualitative approach was adopted to answer the first 
research objective. For the qualitative approach, interviews 
were conducted with two participants to identify specific 
themes related to the factors that influence the restaurant's 
performance. The interview protocol was conducted properly 
during the interview sessions. Eight interview questions were 
asked to identify the factors that can improve the 
performance of the Japanese restaurant. Based on the 
findings from the qualitative approach, six themes were 
identified: Food quality, Price, Ambience, Service quality, 
Online ordering, and customer satisfaction. These themes are 
the factors that can influence the restaurant's performance. 
Food Quality represents a combination of positive and 
negative feelings that customers have about the food in the 
restaurant; in addition, the quality of food includes taste, 
different flavors, fresh and healthy ingredients, etc., which 
enhance the restaurant's performance. The competitive price 
affects the performance of the restaurant, too. Based on the 
results, restaurant atmosphere can play an important role in 
restaurant performance. Additionally, it has been determined 
that the quality of restaurant service can have a significant 
effect on restaurant performance. Based on the results of the 
qualitative part of the research, it was determined that 
customer satisfaction could have a positive impact on 
restaurant performance. When satisfied, the customers begin 
word-of-mouth advertising among all family members, 
friends, acquaintances, and colleagues. Based on the results of 
this study, online orders can have a significant and positive 
impact on the performance of restaurants. The positive effects 
of online ordering on the restaurant performance include 
reducing the need for labor to register customer orders as 
well as reducing customer order errors. Based on the 
interviews conducted, it was found that the above five factors 
can cause very big problems for the restaurant and, as a 
result, the performance of the restaurant can be significantly 
reduced. Furthermore, Severt et al. [98] found a significant 
positive relationship between food quality, ambiance, price, 
and service quality and the performance of the restaurants. In 
this study, after the interventions, the ambiance and price 
factors had the greatest impact on increasing the sales of 
Japanese restaurants at this stage among five factors. The 
interview and survey data indicated that the development 
program's intervention was beneficial in improving 
restaurant performance. Training and development for 
enhanced service quality are significant to restaurant 
consumers, according to the two interviewers held in this 
study. Employees may be able to improve the restaurant's 
performance with the new information and skills gained via 
the training and development programs. For excellent 
customer service, there are two types of courses or training: 
First, these courses include the correct way of serving food 
and the proper posture of the waiters as professional 
behavior courses. Second, the period of proper treatment of 
the customer and better performance of duties and raising the 

tolerance of waiters in difficult conditions and avoid arguing 
with the customer as professional interaction course. On the 
other hand, two learning courses were held to increase 
employees’ English fluency (speaking and listening skills) to 
avoid misunderstandings during their duties. Simultaneously, 
it may boost their motivation, confidence, communication, 
and morale while they do the work assigned by clients. 
Furthermore, employees feel valued since the restaurant 
allows them to learn and do new things. For the research 
objective to determine the impact of the intervention on the 
improvement of the restaurant performance, a quantitative 
approach method was used for data collection. 
Questionnaires were distributed among 81 samples of 
restaurant customers. The questionnaires consisted of five 
categories with a total of 24 items and 4 items on the 
demographic analysis. The response from the distribution of 
questionnaires was among restaurant customers, 35 males, 
and 46 females. Based on the Wilcoxon test conducted, there 
is a significant difference between before and after the 
intervention. The descriptive statistic for the overall analysis 
is the mean before intervention being 3.9069 and after 
intervention being 5.3875. The Wilcoxon test was used to 
compare the difference between before and after the 
intervention. The result of the SPSS analysis for the overall 
analysis element revealed a significant P-value of less than 
0.05 (0.000<0.05). As a result, there is a significant difference 
in scores before and after the intervention. Both the P-value 
and the T-value indicated that the finding was significant. 
Based on the findings, the null hypothesis was rejected. 
Before and after the intervention, a significant difference was 
observed. Moreover, significant differences in all factors 
affected the performance after the intervention programs. 
This shows that the Japanese restaurant can perform better 
than before in these factors, which leads to increasing 
performance significantly. Furthermore, these results 
supported by Severt et al. [98] stated a significant positive 
relationship between food quality, ambiance, price, and 
service quality and the performance of the restaurant. 
Additionally, three factors were found more effective among 
the others in the Middle East (Iran, UEA, and Qatar), those 
factors are Food Quality, Ambience, and Service Quality. 

4.2.3.7 Customer Satisfaction 
The descriptive statistics for customer satisfaction are 

presented in Table 22, with the mean before intervention 
being 3.5309 and after intervention being 5.2307. The 
Wilcoxon test was used to compare the difference before and 
after the intervention in Table 23. The result of the SPSS 
analysis for the customer satisfaction element revealed a 
significant P-value of less than 0.05 (0.000<0.05). As a result, 
there is a significant difference in scores before and after an 
intervention. Table 23 also demonstrates that the calculated 
value (0.00<434*) is less than the crucial value. Both the P-
value and the T-value indicated that the finding is significant. 
Consequently, the results demonstrated that there was a 
significant difference between before and after an 
intervention. Based on the findings, the null hypothesis was 
rejected. Therefore, the intervention was effective. 

Table 22. Descriptive statistics CS 

Descriptive statistics 

  N Mean Standard Deviation 

Before 81 3.5309 0.43550 

After 81 5.2307 0.52260 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

13 

 

Table 23. Wilcoxon test CS summary for after the 
intervention 

Condition Findings Result 

P-value<0.05 0.000 < 0.05 Significant 

Calculation value<Critical value 0.00 < 434 * Significant 

The null hypothesis is rejected. Thus, there is a difference between 
before and after. 

*The critical value for the Signed rank test only up to N=50. Thus, 

for N>50, the critical value should be more than 434. 

4.3 Reflection 

In this study, an intervention such as the recap and 
reflection session were conducted in every factor, which was 
applied to enhancing the understanding among restaurant 
customers’ desires. Interestingly, after the interventions, the 
survey results show that the efficiency or performance of the 
restaurant has increased. It is mostly influenced by the 
following three factors: the restaurant's ambiance, customer 
satisfaction, and food prices, respectively. Therefore, all the 
null hypotheses were rejected. Thus, the intervention was 
effective and had a positive impact on the restaurant’s 
performance. It was determined that all interventions 
performed (all factors) caused the improvement of the 
restaurant’s performance. This intervention can help the 
Japanese restaurant to improve its performance. According to 
the data obtained for the second cycle, the intervention for 
training an employee and upgrading the restaurant sales app 
had a positive impact on the restaurant’s performance. In 
addition, the intervention had a positive impact on the overall 
performance of the restaurant. All of the null hypotheses were 
rejected. Therefore, the intervention was effective and had a 
positive impact on the restaurant’s performance, it was 
determined that the employee training program and the 
update of the restaurant sales app improved the restaurant’s 
performance. 

5. Conclusion 

The present study concluded that there is a difference 
between before and after intervention in the first cycle. On the 
other hand, this cycle can be repeated repeatedly in the 
future. As a result, the performance and efficiency of the 
restaurant will be increased. Each of the five factors obtained 
from the study had significant impacts on the restaurant’s 
performance. Based on the study, foreign restaurants, 
especially Japanese restaurants, must pay close attention to 
service quality and employee behaviors. This factor cannot be 
changed or improved overnight, and it takes time and 
investment to grow. On the other hand, most people use 
mobile software to buy food online in Iran and other 
countries in the region. It is not very common among 
customers in the Middle East countries to use social networks 
to find a restaurant, but in western countries, finding 
restaurants via social media is very popular. Therefore, in 
today's modern world, restaurants need to be more present 
on social networks, and it is not a bad idea to pay more 
attention to attract customers through this way to enhance 
the restaurant performance. Managers and policymakers of 
the restaurant should keep in mind that these five factors 
have a great impact on performance and should try to 
improve the situation. It was found that food quality, price, 
online order, and service quality are the most common 
problems for Japanese restaurants in Iran. Finally, courses 
and training for employees improved their motivation, 
confidence, communication, and morale. Employees also feel 
appreciated if the restaurant provides opportunities for them 

to acquire new skills and learn new things. This study 
provides insights for restaurant managers to improve their 
restaurant performance. The study can be used as a reference 
to address other issues regarding how to improve the 
performance of the restaurant. Although the five factors were 
found important to growing the restaurant’s performance, 
the training program was more effective in the service 
quality. Thus, there is a need for a combination of the five 
factors to receive the highest performance in the restaurant. 
Managers and policymakers of the restaurant should keep in 
mind that these five factors have a great impact on 
performance. In addition, from all the factors, based on the 
research findings, service quality needs more time and 
investment to improve. In addition, luxury restaurants must 
pay attention to the service quality because customers in such 
restaurants need more attention. If they lose it, it is tough for 
a restaurant to make them come back into the game. This 
study has some limitations which have needed to be noted 
here. Considering the population of the study, the results of 
this investigation are carefully generalizable to the overall 
restaurant industry in different settings, and even it can be 
used in other service sectors such as hospitality and tourism 
management sectors with some adjustment or modification. 
In the end, utilizing a restricted example of a Japanese 
restaurant in Iran that works in Iran under explicit conditions 
confines the generalizability of the aftereffects of the 
investigation to different settings, particularly in their region. 
The data utilized as a part of the study were gathered with 
subjective measures considering the perceptions of the 
restaurant customers. The data were gathered during the 
sanction posed by the U.S on Iran and the limitations due to 
the COVID-19 pandemic. Therefore, the result of this study 
may not be generalized in the post-sanction time and post-
COVID-19 pandemic. Given the current state of the world and 
the presence of the COVID-19 virus, most customers are not 
present in the restaurant, which limits the results of the 
research to certain numbers of (less health precaution) 
customers. And the most important factor is the opinion of the 
restaurant management as well as their desired budget, 
which can affect the entire research process and decisions. 
There are a few recommendations for potential research in 
this field. The findings of this investigation were obtained 
from an example of an Iranian restaurant's business. Based on 
the findings, the intervention could be seen to have an impact 
on the restaurant's performance. However, the timeframe 
was too short to measure the intervention's actual effects. 
Two types of service quality training (identifying problems 
and solving them, a good reaction under work pressure and 
avoiding discussing with customers, good posture and style of 
employee and increasing English fluency in both speaking 
and listening to C1 grade to reduce misunderstanding with 
customers) for employees need more time and investment.  
And the management must wait to build strong service 
quality, which is gained after this training program. And in 
future research, researchers can use social media to increase 
the number of customers and attract customers, which can be 
one of the new factors that can directly affect the performance 
of the restaurant. This issue has not been studied in the 
Middle East region at present. The sample considered in this 
study was a Japanese restaurant; it is also an interesting idea 
for future researchers to study the effects on restaurant 
performance by adding traditional foods to the restaurant 
menu and changing part of the restaurant environment to a 
traditional atmosphere. The scope of the study can also be 
widened by using other restaurants from other states or other 
Middle East countries. 



A. Amidi et al. /Future Technology                                                                                             August 2022| Volume 01 | Issue 02 | Pages 01-17 

14 

 

Ethical issue 
Authors are aware of and comply with best practices in 

publication ethics, specifically with regard to authorship 
(avoidance of guest authorship), dual submission, 
manipulation of figures, competing interests, and compliance 
with policies on research ethics. Authors adhere to 
publication requirements that the submitted work is original 
and has not been published elsewhere. 

Data availability statement 
Data sharing is not applicable to this article as no datasets 

were generated or analyzed during the current study. 

Conflict of interest 

The authors declare no potential conflict of interest. 

Authors’ contribution 

All authors of this study have a complete contribution to 

manuscript writing. 

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