Restaurateurs often make costly expenditures on marketing activities to attract customers by utilizing various marketing techniques from menu development to sales promotion. In this regard, the key factors in restaurant selection have relevance only if they are being perceived as significantly important from the viewpoints of customers. Ī review of past research on restaurant management reveals that the factors driving customers’ choice of restaurant are price, food, variety, reputation, promotion, location, and information sources. Hence, several marketing scholars have investigated the importance of key factors in customer decision making across hospitality and tourism backgrounds, such as hotel, cruise, and destination. While service firms can operationally control a product/service’s performance, customers, the direct receivers of a product or service, primarily determine the importance of a product/service’s decisive factors. In hospitality business, it is essential that service firms understand how important each product/service’s key factor is in customers’ decision making. The theory of information integration posits an individual’s overall attitude toward a product/service is mutually shaped by the perceived actual performance and the perceived importance of the product/service. Customers will search for relevant information about restaurants, compare restaurant options, and make the final purchase decision of which restaurant to dine at.
The need for restaurant consumption may be driven by various factors, such as having quick meals, celebrating special occasions, entertaining business clients, etc. This present study overcame this challenge by addressing the following research questions: (1) What is the relative importance of a restaurant selection factor in relation to other factors? (2) How do key factors in restaurant selection differ across eating-out occasions? (3) How do key factors in restaurant selection differ across restaurant segments?Ī restaurant customer’s decision-making process begins when he/she recognizes a need that can be fulfilled by consuming the products/services offered by a restaurant. Thus, it is particularly 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. In fact, as digital technology continues to advance, it is becoming increasingly challenging to please restaurant customers as their eating-out behavior is now more sophistically evolved, and they are cognizant of the customer value.
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. As a result, customer expectations of restaurant offerings are ever-increasing, and they are now more demanding in choosing better restaurant choices based on what they can get from their decision. Train carriages for sale victoria.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.
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