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Exploring the comparative salience of restaurant attributes: A conjoint analysis approach

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  • Rhee, Hosung Timothy
  • Yang, Sung-Byung
  • Kim, Kyungho

Abstract

This study explores how travelers select a restaurant for dining out, given that restaurant customers consider diverse attributes in making a selection. By applying a conjoint analysis, an exploratory multiple-case study is conducted for three restaurants in New York City. Findings from Study 1 (an overall travelers group) and Study 2 (two different country-of-residence groups: foreign and domestic travelers) show that food, value, atmosphere, and service are considered as substantially important criteria in selecting restaurants, in that order. However, results from Study 3 examining different restaurant types (low-priced food stand, low-priced indoor, and high-priced indoor) reveal that the food attribute is the most important factor, regardless of restaurant types, whereas the other attributes’ rankings vary. Results from Study 4 dividing the sample by both traveler origin and restaurant type demonstrate a total disparity in the importance ranking for all attributes. This study suggests that a conjoint analysis is an appropriate method for restaurant sector research in predicting the most important determinants consumers perceive among restaurant attributes. The findings may help restaurant managers develop specific strategies that fit the needs and expectations of different customer groups in terms of their type of restaurant.

Suggested Citation

  • Rhee, Hosung Timothy & Yang, Sung-Byung & Kim, Kyungho, 2016. "Exploring the comparative salience of restaurant attributes: A conjoint analysis approach," International Journal of Information Management, Elsevier, vol. 36(6), pages 1360-1370.
    • Handle: RePEc:eee:ininma:v:36:y:2016:i:6:p:1360-1370
    DOI: 10.1016/j.ijinfomgt.2016.03.001
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    References listed on IDEAS

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    1. Yubo Chen & Jinhong Xie, 2008. "Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix," Management Science, INFORMS, vol. 54(3), pages 477-491, March.
    2. Bolton, Lisa E & Warlop, Luk & Alba, Joseph W, 2003. "Consumer Perceptions of Price (Un)Fairness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 474-491, March.
    3. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
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    Cited by:

    1. Yen-Cheng Chen & Hsiang-Chun Lin, 2020. "Exploring Effective Sensory Experience in the Environmental Design of Sustainable Cafés," IJERPH, MDPI, vol. 17(23), pages 1-16, December.

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