Abstract
This study investigated restaurant customers’ perceived importance of key factors in accordance with dining occasions and restaurant segments. Our investigation into restaurant selection and situational factors present two types of empirical evidence regarding customers’ choice of restaurant. First, menu price was customers’ top priority in restaurant selections for full-service, quick-casual, and quick-service restaurants. Second, restaurant customers rated the importance level of restaurant selection criteria differently according to eating-out occasions. The importance of menu price was greatest for both quick meal/convenience and social occasion, brand reputation was the most important factor for business necessity, and word-of-mouth recommendation was greatest for celebration.
Highlights
In today’s competitive restaurant business, an increase in restaurant business competition implies that customers nowadays have more dining choices to choose from than ever before, ranging from fast food to fine dining restaurants [1,2]
Despite substantial interest in consumer behavior and restaurant marketing research among hospitality scholars [22,23,24,25], evidence of customers’ perceived importance of restaurant selection factors and how they vary across situational factors are surprisingly scant
We provided a picture regarding restaurant customers’ perceived importance of key factors in accordance with dining occasions and restaurant segments, which is the theoretical contribution of this study
Summary
In today’s competitive restaurant business, an increase in restaurant business competition implies that customers nowadays have more dining choices to choose from than ever before, ranging from fast food to fine dining restaurants [1,2]. In view of the growing phenomenon toward eating-out, knowledge of the criteria used by customers in the selection of a restaurant is strategic in understanding food consumption trends [4]. It is important that restauranteurs stay on top of consumer behavior in the restaurant industry so that they can cater to the needs and wants of customers appropriately. This present study overcame this challenge by addressing the following research questions: (1)
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