5.0 Customer Analysis
5.1 Target Market and Segmentation
J-Bento is a family owned restaurant which means that it does not offer any franchise distribution. Hence, the primary target market of J-Bento restaurant is young adults who are full time students, full time workers, part-time or casual workers; therefore, they seek a good restaurant but reasonable price. Hence, the prices of J-Bento can be flexible but moderate and suitable price for their target market.Furthermore, Geographic is related to geography such as characteristic of a specific region, climate and industries (Elliot, Rundle-Thiele and Waller 2010). J-Bento is located in Victoria Park which is urban area; hence, most of their consumers are people who live in and around that area such as Victoria Park, Canning, East Perth, Perth and Wilson. So people who live in sub-urban area for example East Fremantle and Fremantle will not know about J-Bento. Therefore, J-Bento Restaurant can promote their business by offering flyers and through social media such as Face book, Blog, and Twitter so that people in sub-urban area can notice and try it out.
5.2. Customer Expectations and Perceived Benefits
Consumers often measure the risks and attributes and create expectations about the performance of the chosen product and services (Lovelock, Patterson &Wirtz 2011). Every consumer has different demand for their life, so they also have different expectation. In this case, the target market come to J-Bento restaurant because it is located in Victoria Park where is near schools such as Curtin University and Canning College and offices. When the target markets would like to purchase their lunch, they will expect it to be fast and taste good. Therefore, J-Bento can be a good place where is very convenient for students, working person. They can have fast and fresh food for their lunch or enjoy their meal with their friends and colleagues.
Perceived benefits can be defined as the customers’ beliefs about the positive consequence related to a behavior in reaction to a real life or perceived threat (Indiana University). In fact, when consumers purchase food and beverage in J-Bento Restaurant, they can get benefits from friendly and fast services of J-Bento‘ s staffs, enjoy fresh food and satisfied with hunger and thirst.
Moreover, culture has an important impact on how customers evaluate about the services and performance. In fact, most of J-Benton’s customers are Asian who have high level of requirements, high power distance and rather picky than Westerner, therefore, their expectation about the services and product also high. As the employees at J-Bento, they should have good interaction with customers, be knowledgeable, adapt to the new culture so that they can be able to satisfy their customers. 5.3 Perceived Risks
Perceived risks can be seen as the level of uncertainty of customer with regards to the consequence of a purchasing decision (______). Usually, perceived risks can be lowered by collecting more information about product and service and getting the recommendations from peer and colleagues. There are six types of perceived risk, for example: functional, financial, temporal, psychological, social, and sensory risks. In this case, J-Bento has functional, temporal and psychological risks that will be determinate
5.3.1. Functional Risk
Functional risk can be defined as the concern of consumer about performance outcomes, whether the performance works or not (Lovelock, Patterson and Wirtz 2012). For example, J-Bento should be careful with food poisoning

5.3.3. Temporal Risk
Temporal risk is consumers’ concern about how long to be served when they purchase a product and service and the consequences of delays (Lovelock, Patterson and Wirtz 2012). Because the primary target market of JBento Restaurant is young adults, therefore, for young adults, who are full time working and do not have much time, will more concern and be sensitive about the time delay time as consumers are students. Delay is one of unexpected of consumers; it will affect their feeling and enjoyment. Thus, J-Bento restaurant attempts to serve customers as soon as possible to reduce temporal risk.

5.3.4. Psychological Risk Psychological risk is personal fears and emotions (Lovelock, Patterson and Wirtz 2012).For example, when consumers have lunch time at J-Bento restaurant for the first time, they may not comprehend the menu well, this lead to develop insecurity feeling and order wrong dish. J-Bento is aware of that risk, therefore, they have provided menu with pictures and explain the components
5.4. Service Duration, Emotional Content, Customer Involvement and Relationships
5.4.1 Service duration
The service occurs when customers entre to the restaurant. J-Bento’s waiter greet provide the menu for customers so that they can choose the food and beverage. After that, the employee can leave and come back in few minutes in order to take order for customers. However, if consumers are not sure or confused about what they need and the specific food contains, the time duration may be longer. Hence, the employees need to be able to explain and suggest for customers so that they will not choose wrong dishes. Besides, employees should repeat what customers chosen to ensure every order is clear. In fact, the service duration for consumers depends on their needs. In this case, J-Bento’s position is fast and fresh food, therefore, consumers can experience short service duration which takes approximately 20 minutes to half an hour.
5.4.2 Emotional Content
During the service, for consumers who have a first time lunch time at J-Bento and are not familiar with the menu, they may be feel insecurity, unpleased or confusion. Besides, for customers who are bad mood tend to pay more attention employee behaviours, especially, when they got mistake or slowly service. This lead negative consequence, consumers may have negative perception and attitudes about J-Bento restaurant and evaluate the service as bad experience Therefore emotional content will occurs when the customers read the menu, choose the food and beverage or evaluate the service in J-Bento restaurant. On the other hand, consumers can feel pleasure and satisfy the hungers. Beside, for customers who have good mood are likely to enjoy their lunch time and their meal than focus on negative employee behaviours. Hence, this leads to positive customer’s perception about J-Bento’s service.

5.4.3 Customer Involvement and relationships
Customer involvement regards to the ways that customers engage with the process of services. In this case, customers can give their feedbacks for J-Bento so that this restaurant can gain more experience and improve their service by building up some strategies to eliminate weakness and enhance their strengths. Hence, customers’ attitude, perception and feedback are significant important to the business. Besides, the loyalty of customers can build the relationships between customers and the business. For example, when customers enter to J-Bento, the employees smile, greet and care about them. It can be easy action but have great effect to the services because it can create the trust of the customers and gain more customers.

5.5. Customer-Provider Interaction
J-Bento restaurant has provided some interacting tools for consumers so that they can gain more information about it such as social media. J-Bento has facebook and instagram which are very famous social media in recently in order to their consumers can interact with them. On instagram and facebook page, they have provided pictures about the food, trading hours, their activities and available menu. Besides, these social media also allow consumers to ask any questions about J-Bento restaurant as well as giving some feedback. Therefore, as the new customers search J-Bento website, they can know about customers’ previous experiences. It will definitely impact to the current customers’ expectation. Hence, maintaining and improving the quality of services and products is extremely important in the business. Furthermore, in order to gain customers’ attitudes and their perception, J-Bento is recommended to conduct some surveys like questionnaire in order to collect customer feedback as well as their expectation about strengthen and weakness of J-Bento that they need to improve and reject in the future.
Moreover, in order to maintain customers’ loyalty and security, J-Bento should attempt to minimize and avoid the perceived risks of their restaurant include in:
Functional
* Proving the fresh and good quality food as well as beverages. Because every customers not only care about the quantity but also the quality of food
Temporal
* Maintaining and attempting to serve the food and beverages in 5-10 minutes so that the food can be provided as soon as possible
Psychological
* Training staffs so that their employees can be knowledgeable and able to help customer when required.

Boundary spanning can be defined as frontline employees who have able to connect the internal working of the services to external working at the boundary. In this case, people who work as frontline employees at J-Bento restaurant need to present their restaurant’ image as fresh and fast food to the customers. On the other hand, they also need to communicate and provide important information and customer’s feedback to co-workers and organisation so that they can gain experience as well as improving the service

http://blog.rpdata.com/2013/06/q-when-is-a-city-not-a-city-a-when-its-a-suburb-or-a-council-region-or-a-statistical-division-or-a-statistical-subdivision-or-a/ http://blog.mbaco.com/what-is-behavioural-segmentation/ do references in http://www.academia.edu/4108060/CONSUMERS_EXPECTATIONS_OF_SERVICE_QUALITY_IN_GUEST_HOUSES_IN_SEA_POINT_CAPE_TOWN
http://cancercontrol.cancer.gov/brp/constructs/perceived_benefits/index.html