What Are the Factors Influencing Customers Restaurant Choice?

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Food is our common ground, a universal experience.

James A. Beard

This report aims to identify what are they key aspects that influence customer‘s restaurant choice.
From a number of researchers (Auty, 1992; Namkung & Jang, 2007; Sulek & Hensley, 2004) it emerged that food quality was rated as the most influencing factor affecting consumer’s restaurant selection behaviour. Nevertheless, service quality was discovered to be a secondary aspect over decision, despite the fact that it is was recognize that it could guide consumer’s evaluation of the dining experience to a superior level. On the other hand, when poor service quality is provided, it could lead to high customer dissatisfaction.
In regard to Marketing, its influence over customer’s restaurant choice was assessed. Little evidence was found on its real effectiveness towards customer’s final restaurant decision;. In fact, in this research has been retrieved that finally, more importance can be given to restaurant reputation by
“word of mouth”, therefore by friends and relatives, giving a minor relevance to marketing principles
(Sweeney et al., 1992).
Lastly, this report will assess the impact of social status and self-esteem over the restaurant selection, as the findings illustrated that restaurateurs try hard to give their restaurants an exclusivity image which classify them such as “fancy places”, which are more direct to consumers of higher social status.

Food quality
Food quality emerged to be the utmost influencing property in customers ’restaurant decision making but also a crucial component in customer satisfaction. (Lewis, 1981; Soriano 2002; Su lek &
Hensley, 2004). Food quality, however, according to Namkung & Jang (2007) is a comparatively too broad term which must be broken down into five distinctive parts to further been examined. These elements can be classified as presentation, healthy option, taste, freshness, temperature and according with Bailey & Tian (2002) a further sixth

Bibliography: Auty, S. (1992). Consumer choice and segmentation in the restaurant industry. The Service Industries Journal, Vol Bailey, R. &. (2002). Cultural understanding and consumer behavior: A case study of Southern American perception of Indian food Cheng, K. (2006). What consumers need from restaurants: An empirical study on different classes of restaurants in Taiwan and their customer service Finkelstein, J. (1989). Dining out: A sociology of modern manners. Cambridge: Polity. Heung, V. C. (2000). Airport-restaurant service quality in Hong Kong. Cornell Hotel and Restaurant Administration Quarterly, 41(3) 86-96. Jackson, F. H. (2004). Frequency of restaurant advertising and promotion strategies: Exploring an urban market Johns, N. &. (1996). Investing of the perveived components of a meal experience, using perceptual gap methodology Josiam, B. M. (2004). Tandori tastes: Perceptions of Indian restaurant in America. International Journal of Contemporary Hospitality Management, 16(1), 18-26. Kivela, J. I. (1999). Consumer research in the restaurant environment, Part 1 : A conceptual model of dining satisfaction and return patronage Lewis, R. C. (1981). Restaurant advertising: Appeals and consumers ' intentions. Journal of Advertising Research, 21(5), 69-74. Namkung, Y. &. (2007). Does food quality really matter in restaurant? Its impact on customers satisfaction and behavioural intentions Pedraja, M. &. (2001). What information do customers use when choosing arestaurant? International Journal of Contemporary Hospitality Management, 13(6), 316-318. Peneau, S. B. (2007). A comprehensive approach to evaluate the freshness of strawberry and carrots. Peters, T. (2005). Understanding consumer involvement influence on consumer behavior in fine restaurants Ryu, K. &. (2007). The effect of environmental perceptions on behavioral intentions through emotions: The case of upscale restaurants Soriano, D. R. (2002). Customers ' expectations factors in restaurants: The situation in Spain. The International Journal of Quality & Reliability Management, 19(8/9) 1055-1067. Sulek, J. M. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant Sweeney, J. C. (1992). The effect of cues on service quality expectation and service selection in a restaurant setting Tian, R. G. (2001). Cultural awareness of the consumers at a Chinese restaurant: An antropological descriptive analysis Tucci, L. A. (2000). Determinants of consumer perceptions of service . Journal of Food Products Marketing quality in restaurants., 6(2), 3-13. Wall, E. A. (2007). The combined effects of the physical environment employee behaviour on customer perception of restaurant service quality Zeithaml, V. A. (2003). Services marketing: Integrating customer focus across the firm. New York: (3rd edition) McGraw-Hill.

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