What Are the Factors Influencing Customers Restaurant Choice?

Topics: Food, Restaurant, Eating Pages: 8 (2262 words) Published: December 6, 2012
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 element can be add; familiar food. Presentation consists in the way food is decorated and its appeal. As presentation is the way in which food is arranged and presented, it can be considered a tangible cue in customer perception of quality (Namkung & Jang, 2007). Furthermore, a research study by Kivela, Inbakara and Reece (1999) supported how a crucial element is food preparation and appearance in customer dining satisfaction.

Secondly, healthy food is nowadays a decisive factor considering consumers being more concern on their health and interested in low-fat, low-carbohydrate and vegetarian meal options. This is therefore driving a higher growing demand for alternative healthy choice on restaurant menu (Sulek & Hensley, 2004). An early study conducted by Kivela et al., (1999) provides results on a higher patronage returns to those restaurant where healthier options were available on the menu. Thirdly, taste when selecting a restaurant plays an important role as is considered the most important as feature in numerous findings (Tunsi 2000; Josiam & Monteiro, 2004). Because of this, 1

taste can then be considered as the most incisive factor, although there are more factors which largely contribute to food taste
Freshness which is identify as the physical food state and include properties such as: crispiness, juiciness and aroma (Peneau, Brockhoff, Escher & Nuesli, 2007), clearly contributes to food taste evaluation. In fact, it is generally recognized that the fresher the food is, the superior the quality is. In addition, Johns & Tyas (1996) stayed that temperature of the food is a crucial factor that contributes to the overall enjoyment of the meal. Who ever worked in a kitchen knows how seriously chefs are concern within the dish temperature. Lastly, in regard with cultural food, Tian (2001, p.127) affirmed; “food consumption habits and patterns are components of culture that make an important contribution to the food decision consumer make”. Put...

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
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.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Factors Influencing Customer Satisfaction Essay
  • Factors Influencing Customer Loyalty Essay
  • Factors Influencing Customer Retention Towards Room Services Essay
  • Essay on Factors influencing older people's food choices
  • What Are the Important Factors Influencing the Nhs in Modern Britain? Essay
  • The Factors of Influencing the Fast Food Restaurant Essay
  • Factors Influencing Choice of Accounting as a Major Essay
  • Factors Influencing Temperature Essay

Become a StudyMode Member

Sign Up - It's Free