Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions

Bee-Lia Chua, Shahrim Karim, Sanghyeop Lee and Heesup Han
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Bee-Lia Chua: Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, Serdang 43400, Malaysia
Shahrim Karim: Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, Serdang 43400, Malaysia
Sanghyeop Lee: Major in Tourism Management, College of Business Administration, Keimyung University, Daegu 42601, Korea
Heesup Han: College of Hospitality and Tourism Management, Sejong University, Seoul 143-747, Korea

IJERPH, 2020, vol. 17, issue 17, 1-23

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.

Keywords: restaurant choice; restaurant types; eating-out occasions; descriptive analysis; key restaurant selection factors; ranking (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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