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

Author

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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)

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.

Suggested Citation

  • Bee-Lia Chua & Shahrim Karim & Sanghyeop Lee & Heesup Han, 2020. "Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions," IJERPH, MDPI, vol. 17(17), pages 1-23, August.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:17:p:6276-:d:405555
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    References listed on IDEAS

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