Both qualitative and quantitative research approaches are employed for data analysis of this research. SPSS (Statistical Package for Social Sciences) is used for quantitative aspects such as frequency distribution, correlation analysis, cronbach alpha test, percentages and regression analysis of evaluating the relationship of thre serivesescpe with the customer satisfaction. The collected data is analyzed and collated using various quantitative models of statistics such as pie chart and bar chart. Each data is analyzed and examined in its merit and findings are examined critically again to ensure that the results are not incongruous with research hypothesis and research objectives.

Based on the above methodology, this section of the paper represents the analysis and finding using both types of statistics i.e. descriptive analysis and inferential analysis. These analyses are applied to determine the relationship of serivesescpe with the customer satisfaction. The frequency analysis, descriptive analysis, and correlation analysis are given below.

Descriptive analysis of the relationship between restaurant services cape with customer satisfaction and behaviour

The descriptive analysis are conducted to measure the frequencies, percentages, means and standard deviations for entire constructs. The descriptive analyses are applied on the demographic variables of the respondents. It measures the frequencies and percentages of demographic profile of the respondents.

Interpretation of the relationship between restaurant services cape with customer satisfaction and behaviour

The above given graph along with the table is illustrating the percentages and frequencies for the gender of the respondents, that is the first question from the demographic profile of the respondents. It is represented in the table; there are 46 female who has participated in this study and these are the 38% of the total respondents. Meanwhile remaining 74 from the 120 respondents are the male customers who has participated in this study and these are 61% of the total respondents. This frequency represents that the most of the respondents are the male who have visited the restaurants and participates in this study to share their ideas related to the satisfaction of the customers and their behaviours. The highest range of the bar chart is also representing the highest frequency of the male respondents who have participated in this study.

Interpretation of the relationship between restaurant services cape with customer satisfaction and behaviour

Ages of the respondents are other important questions while conducting the research about the hospitality business. This is second questions from the demographic profile of the respondents in this research study. The above graph and table of the ages of the respondents is representing the various percentages for the ages of the respondents who have participated in this study. There are only 2 person who are falling in the first age group which is 18-24. It means there are only 1.7% of the total respondents who are falling in 18-24 years old. 42 individuals from the 120 are belonging to the second age group, which is 25-34. It represents there are only 35% of the total respondents who have age above than 25 years and less than 34 years old. 49 respondents from 120 are belonging to the second age group, which is 35-44. It represents there are only 40% of the total respondents who have age above than 35 years and less than 44 years old. This is the highest frequency of the respondents. It means most of the respondents are belongs to young age which is 35-44 years old. Only 19 respondents are falling the fourth age group, which is 45-54 years old and this is the 16% of the total respondents. Remaining 8 from 120 are more 55 years old and these are the 6.7% of the total respondents. At the bar graph the highest range is representing for the respondents of third age group which is 35-44 years old.   

Interpretation of the relationship between restaurant services cape with customer satisfaction and behaviour

Qualifications of the respondents are important questions as well while conducting the research about the hospitality business. This is third questions from the demographic profile of the respondents in this research study. The above graph and table of the Qualifications of the respondents is representing the various percentages for the Qualifications of the respondents who have participated in this study. There are only 5 person who are falling in the first group which is Primary school. It means there are only 4.2% of the total respondents who are primary pass. 14 individuals from the 120 are belonging to the second group, which is Secondary school   . It represents there are only 11.7% of the total respondents who have passed out from their Secondary school. 04 respondents from 120 are belonging to the third group, which is Vocational and technical school. It represents there are only 3.3% of the total respondents who have Vocational and technical school degree. Only 03 respondents are falling the fourth group, which is Higher Diploma/ Associate Degree/ Advanced Diploma   and this is the 2.5% of the total respondents. Remaining 69 from 120 have Bachelor Degree and these are the 57.5% of the total respondents. 16 respondents from 120 have Master Degree   and these are the 13.3% of the total respondents. Remaining 09 from 120 have Doctor Degree and these are the 7.5% of the total respondents. At the bar graph, the highest range is representing for the respondents who have bachelor degrees. It shows most of the respondents are well qualified who have participated in this study and they are keening for the higher satisfaction level. 

Interpretation of the relationship between restaurant services cape with customer satisfaction and behaviour

While the discussion is about the services of restaurant industry and it’s related to the level of the customer satisfactions. Than the discussions about the marital status of the respondents is one of the most important factors. It shows there are 45 respondents from 120 who are single and they are keening for the servicescape of the Ahimsa vegetarian buffet restaurant in order to enhance their satisfaction level. These are the 37% of the total respondents who are single and enjoying the services of the Ahimsa vegetarian buffet restaurant. 51 respondents from 120 are the married but they dint have children’s and they are keening for the servicescape of the Ahimsa vegetarian buffet restaurant and they wants to enjoy the services of the restaurants with their spouses for enhancing their satisfaction level and maintain the positive behaviours. These are the 42.5% of the total respondents. Remaining 25 respondents from 120 are married and they have the blessing of the children. They want to provide the good quality food to their families to presents positive behaviour for the Ahimsa vegetarian buffet restaurant. These are the 20.8% of the total respondents. The bar graph is representing the highest ranges for the married respondents and they have not kids but they are keening for the highest satisfaction and positive behaviours for the Ahimsa vegetarian buffet restaurant.

Reliability and validity of the variables

Interpretation of the relationship between restaurant services cape with customer satisfaction and behaviour

The reliability of the variables is measured for measuring the consistency of the data. It also presents the validity of the data. The table of the reliability is representing the Cronbach's Alpha value for the variables because it is the scale set that is usually used to measure the inconsistency of the data. If the Cronbach's Alpha value of the constructs will be greater than 0.7 it shows the consistency of the data. The Cronbach's Alpha value of the Ambient Conditions is 0.820, which is greater than 0.7 it shows the data is highly reliable and inconsistency is occurs in this data. The Cronbach's Alpha value of the Space Function is 0.719, which is greater than 0.7 it shows the data is moderately reliable and inconsistency is occurs in this data. The Cronbach's Alpha value of the Sign Symbols Artifacts is 0.701, which is equal to 0.7 it shows the data is moderately reliable and inconsistency is occurs in this data. The Cronbach's Alpha value of the Positive customer behavior is 0.8555, which is greater than 0.7 it shows the data is highly reliable and inconsistency is occurs in this data. The Cronbach's Alpha value of the Customer Satisfaction is 0.888, which is greater than 0.7 it shows the data is highly reliable and inconsistency is occurs in this data.          

Summary statics for entire constructs        

The summary statistics or descriptive statistics of customer satisfaction and Positive customer behavior (dependent variable), Ambient Conditions, Space Function, and Sign Symbols Artifacts (independent variables) are presented in above table. The summary statistics of any variable consist of its total number of observations, the minimum value of data, the maximum value of data, the mean or average value, and standard deviation. The total number of observations for each variable is 120, and minimum and maximum value of each variable is 2 and 5 respectively. The mean value of customer satisfaction and Positive customer behavior is almost same i.e. 4.3 while Ambient Conditions, Space Function, and Sign Symbols Artifacts has a bit large value of mean as compare to other variables i.e. 4.4. On the other hand, customer satisfaction and Positive customer behavior have higher values of standard deviation i.e. 0.532 and 0.514 respectively. The standard deviation value of Ambient Conditions, Space Function, and Sign Symbols Artifacts is 0.56, 0.57 and 0.59 respectively.

Regression Analysis of the relationship between restaurant services cape with customer satisfaction and behaviour

Dependent Variable: CustomerSatisfaction

Interpretation

The regression analysis portrays the relationships of the variables with each other. The positive values of the variables show that there is the positive relationship among Ambient Conditions, Space Function, Sign Symbols Artefacts and Customer Satisfaction. The significance values for all variables are less than 0.05 except Sign Symbols Artefacts.  It represents that there is the postve significant relationship among these variables. The model summary table is representing the effects of the independent variable on the dependent variable. The value of the adjusted r square is 0.96 which shows due to the 1% changes in the servicescape of the restaurant the customer satisfaction will be change 96%. 

Interpretation of the relationship between restaurant services cape with customer satisfaction and behaviour

The pearson correlation is represents the relationship of all variables with each other and it also represents how much these variables are correlated with each other. The table of the pearson correlation shows that there is the positive significant relationship with servicescape and customer satisfaction and positive behaviours of the customers. It shows the customer satisfaction of the Ahimsa vegetarian buffet restaurant can be increase by increasing the servicescape.

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