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Methodological issues in grounded theory: focus on coding
Örebro University, Department of Restaurant & Culinary Arts.
(English)Manuscript (Other academic)
Research subject
Culinary Arts and Meal Science
Identifiers
URN: urn:nbn:se:oru:diva-2925OAI: oai:DiVA.org:oru-2925DiVA, id: diva2:135530
Available from: 2005-09-30 Created: 2005-09-30 Last updated: 2017-10-18Bibliographically approved
In thesis
1. Restaurant meal experiences from customers' perspectives: a grounded theory approach
Open this publication in new window or tab >>Restaurant meal experiences from customers' perspectives: a grounded theory approach
2005 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The purpose of this doctoral dissertation has been to increase the knowledge of customers’ view on relation to commercial restaurant meals and thereby to increase the knowledge within the restaurant industry about customers’ perspectives about meals. The dissertation is based on four studies of customers’ meal experiences in á la Carte restaurants in Norway. In addition, a methodological paper has been written to illuminate central aspects of the method used in the dissertation.

An explorative and qualitative approach was selected in the data collection, focus group interviews and semi-structured interviews of experienced restaurant customers from à la Carte restaurants were used and analysed within a modified grounded theory approach. The participants were from the cities of Oslo and Stavanger in Norway. The conceptual models in the four studies are first of all the result of the analysis of the data collected. The first study includes a conceptual model illustrating different aspects of the payment process of the bill; important aspects were expectations, sensibility, and reactions. It was demonstrated how a delay in the payment process had negative affects on the customers meal experiences. In the second study, the five important elements of customers’ meal experiences were: The core product, the restaurant interior, the personal social meeting, the company, and the restaurant atmosphere. These five aspects were woven tightly together and the restaurant atmosphere occurred as the “glue” that connected the different meal experience aspects into a whole. The third study focused on the customers’ choices of restaurants, and the occasion occurred as an important element in the decision-making process of choosing a restaurant. The fourth study revealed which consumer values were important by restaurant visits, and identified 13 single values that were integrated into five consumer value categories: Excellence, harmony, emotional stimulation, acknowledgement, and circumstance value. The fifth paper provides a thorough discussion of the usefulness of the modified grounded theory applied in the studies.

When an overall comparison of the different studies is made, there are several indications that the restaurant employees, and especially the waiting staff, represent the restaurant’s most important assets in the meetings with customers. Increasing the knowledge level of the staff about the customers seems to be an actual element, and thus education and training will be of great importance for development of the restaurant field.

Abstract [nb]

Hensikten med denne avhandlingen har vært å øke kunnskapen omkring kunders oppfatninger i forhold til kommersielle måltider, og gjennom det, øke kunnskapen til restaurantnæringen om kundenes perspektiv. Avhandlingen er en artikkelbasert doktorgrad, og består av fire ulike studier knyttet til kunders måltidsopplevelser på à la Carte restauranter i to ulike byer i Norge. I tillegg er en metodeartikkel skrevet for å belyse sentrale metodiske aspekter som er viktige for å forstå de ulike deler av metoden som er benyttet.

En eksplorativ og kvalitativ metodisk tilnærming til forskningsfeltet ble valgt, datainnsamlingen er basert på ulike typer intervjuer, fokusgruppe og seminstrukturerte intervjuer av erfarne restaurantgjester med ulike bakgrunn verdrørende deres måltidsopplevelser på à la Carte restauranter. De empiriske data er analysert ved bruk av en modifisert grounded theory tilnærming. Deltagerne i intervjuene kom fra to byer i Norge, Oslo og Stavanger. I alle fire studiene ble det utviklet konseptuelle modeller basert på de empiriske data som var samlet inn og tolket i de kvalitative intervjuene. De ulike modellene beskriver på hvert sitt sett ulike sider av kunders måltidsopplevelser på restauranter. Det første studiet inneholder en modell som beskriver ulike aspekter ved betalingsprosessen. Sentrale aspekter er forventinger, sensibilitet, og reaksjoner på betalingen av regningen på restaurant. I det andre studiet ble fem aspekter under måltidsopplevelsen utledet som viktige for restaurant gjestene: Kjerneproduktet, restaurantens interiør, det personlige service møtet, selskapet, og restaurantens atmosfære. Disse elementene henger tett sammen, og restaurantens atmosfære binder sammen de ulike delene til en helhetlig måltidsopplevelse. I den tredje studien var det kunders valg av restaurant som sto i fokus. Det ble avdekket at anledningen var svært viktig for kunders restaurantvalg. I den fjerde studien var det avdekningene av hvilke konsumentverdier som er sentrale for restaurantbesøk. Den femte studien foretar en gjennomgående diskusjon av den modifisert grounded theory tilnærmingen som blir benyttet i de fire andre studiene.

Når funnene i de ulike studiene blir sammenholdt, kan en avlede at de restaurant ansatte, spesielt serveringspersonale, synes å være den mest kritiske ressursen for restauranten i møte med kundene. Utdanning og trening av personalet er derfor av stor viktighet for utviklingen av restaurantnæringen.

Place, publisher, year, edition, pages
Örebro: Örebro universitetsbibliotek, 2005. p. 76
Series
Örebro Studies in Culinary Arts and Meal Science, ISSN 1652-2974 ; 4
Keyword
Customers, meal, grounded theory, à la Carte restaurants, meal experience categories
National Category
Social Sciences
Research subject
Culinary Arts and Meal Science
Identifiers
urn:nbn:se:oru:diva-182 (URN)91-7668-451-2 (ISBN)
Public defence
2005-10-21, Gastronomiska teatern, Måltidens hus, Restauranghögskolan, Sörälgsvägen 2, Grythyttan, 13:00 (English)
Opponent
Supervisors
Available from: 2005-09-30 Created: 2005-09-30 Last updated: 2017-10-18Bibliographically approved

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