Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions
Abstract
:1. Introduction
- The first objective was to rank the factors that are important for the selection of restaurants (i.e., (a) word-of-mouth recommendations from people I know, (b) online reviews from customers, (c) brand reputation, (d) brand popularity, (e) personal or past experience with the restaurant, (f) variety of menu items, (g) menu price, (h) sales promotion, and (i) location).
- The second objective was to uncover the order of importance among the factors for customers to consider when choosing a restaurant by eating-out occasions ((a) quick meal/convenience, (b) social occasion, (c) business necessity, and (d) celebration).
- The third objective was to identify the relative importance among the restaurant selection factors by restaurant types ((a) full-service restaurants, (b) quick-casual/convenience restaurants, and (c) quick-service restaurants).
2. Literature Review
2.1. Critical Restaurant Selection Factors
2.1.1. Word-of-Mouth Recommendations from People I Know
2.1.2. Online Review from Customers
2.1.3. Brand Reputation of Restaurant
2.1.4. Brand Popularity
2.1.5. Personal or Past Experience with a Restaurant
2.1.6. Variety of Menu Items
2.1.7. Menu Price
2.1.8. Sales Promotion
2.1.9. Location
2.2. Eating-out Occasions (Quick Meal/Convenience, Social Occasion, Business Necessity, and Celebration) and Customer Behaviors
2.3. Restaurant Types (Full-Service, Quick-Casual, and Quick-Service) and Customer Behaviors
3. Methodology
3.1. Measures
3.2. Sample and Data Collection
- Do you regularly eat-out at restaurants on weekends?
- What is your age?
- Are you currently employed/working?
4. Results
4.1. General Order of Importance for Restaurant Choice
4.2. Ranking by Eating-out Occasions
4.3. Ranking by Restaurant Types
5. Discussion
6. Implications
7. Limitations and Recommendations for Future Research
8. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Rank | Restaurant Choice Factors | Mean ± Std. Deviation | Skewness | Kurtosis |
---|---|---|---|---|
1 | Price | 3.798 ± 2.558 | 0.588 | −0.887 |
2 | Word-of-mouth | 4.588 ± 2.692 | 0.168 | −1.327 |
3 | Personal/past experience | 4.757 ± 2.551 | 0.040 | −1.173 |
4 | Variety of menu items | 4.811 ± 2.442 | 0.172 | −1.082 |
5 | Popularity | 4.811 ± 2.363 | 0.076 | −1.041 |
6 | Reputation | 4.839 ± 2.402 | 0.018 | −1.137 |
7 | Location | 5.182 ± 2.604 | −0.053 | −1.283 |
8 | Sales promotion | 6.095 ± 2.367 | −0.497 | −0.910 |
9 | Online review from customers | 6.115 ± 2.426 | −0.419 | −0.942 |
Restaurant Choice Factors | Mean ± Std. Deviation | t-Value | p-Value |
---|---|---|---|
Price | 3.798 ± 2.558 | −4.207 *** | 0.000 |
Word-of-mouth | 4.588 ± 2.692 | ||
Word-of-mouth | 4.588 ± 2.692 | −0.962 | 0.336 |
Personal/past experience | 4.757 ± 2.551 | ||
Personal/past experience | 4.757 ± 2.551 | −0.349 | 0.727 |
Variety of menu items | 4.811 ± 2.442 | ||
Variety of menu items | 4.811 ± 2.442 | 0.000 | 1.000 |
Popularity | 4.811 ± 2.363 | ||
Popularity | 4.811 ± 2.363 | −0.224 | 0.823 |
Reputation | 4.839 ± 2.402 | ||
Reputation | 4.839 ± 2.402 | −1.934 | 0.054 |
Location | 5.182 ± 2.604 | ||
Location | 5.182 ± 2.604 | −6.706 *** | 0.000 |
Sales promotion | 6.095 ± 2.367 | ||
Sales promotion | 6.095 ± 2.367 | −0.125 | 0.901 |
Online review from customers | 6.115 ± 2.426 |
Restaurant Choice Factors | Occasions | Mean ± Std. Deviation | F-Value | p-Value |
---|---|---|---|---|
Word-of-mouth | Quick meal | 4.925 ± 2.739 | 3.623 * | 0.013 |
Social occasion | 4.543 ± 2.659 | |||
Business necessity | 4.103 ± 2.440 | |||
Celebration | 3.927 ± 2.580 | |||
Online review from customers | Quick meal | 6.504 ± 2.311 | 4.944 ** | 0.002 |
Social occasion | 5.963 ± 2.566 | |||
Business necessity | 5.414 ± 2.147 | |||
Celebration | 5.563 ± 2.410 | |||
Reputation | Quick meal | 5.131 ± 2.350 | 5.073 ** | 0.002 |
Social occasion | 4.827 ± 2.471 | |||
Business necessity | 3.483 ± 2.064 | |||
Celebration | 4.500 ± 2.362 | |||
Popularity | Quick meal | 5.012 ± 2.275 | 3.692 * | 0.012 |
Social occasion | 4.506 ± 2.420 | |||
Business necessity | 3.828 ± 2.019 | |||
Celebration | 5.094 ± 2.488 | |||
Personal/past experience | Quick meal | 4.571 ± 2.610 | 3.012 * | 0.030 |
Social occasion | 4.654 ± 2.370 | |||
Business necessity | 4.621 ± 2.871 | |||
Celebration | 5.458 ± 2.509 | |||
Variety of menu items | Quick meal | 4.631 ± 2.427 | 1.832 | 0.140 |
Social occasion | 4.852 ± 2.268 | |||
Business necessity | 5.690 ± 2.647 | |||
Celebration | 4.948 ± 2.661 | |||
Price | Quick meal | 3.508 ± 2.476 | 3.999 ** | 0.008 |
Social occasion | 3.784 ± 2.531 | |||
Business necessity | 4.931 ± 2.815 | |||
Celebration | 4.240 ± 2.615 | |||
Sales promotion | Quick meal | 6.024 ± 2.336 | 2.693 * | 0.045 |
Social occasion | 6.259 ± 2.397 | |||
Business necessity | 7.035 ± 1.426 | |||
Celebration | 5.719 ± 2.549 | |||
Location | Quick meal | 4.706 ± 2.547 | 5.552 ** | 0.001 |
Social occasion | 5.593 ± 2.594 | |||
Business necessity | 5.897 ± 2.730 | |||
Celebration | 5.521 ± 2.550 |
Restaurant Choice Factors | Restaurant Types | Mean ± Std. Deviation | F-Value | p-Value |
---|---|---|---|---|
Word-of-mouth | Full-service | 4.496 ± 2.632 | 1.153 | 0.316 |
Quick-casual | 4.886 ± 2.754 | |||
Quick-service | 4.440 ± 2.775 | |||
Online review from customers | Full-service | 6.022 ± 2.401 | 0.395 | 0.674 |
Quick-casual | 6.242 ± 2.542 | |||
Quick-service | 6.152 ± 2.393 | |||
Reputation | Full-service | 4.891 ± 2.384 | 0.095 | 0.909 |
Quick-casual | 4.780 ± 2.590 | |||
Quick-service | 4.848 ± 2.279 | |||
Popularity | Full-service | 4.775 ± 2.415 | 0.045 | 0.956 |
Quick-casual | 4.833 ± 2.282 | |||
Quick-service | 4.840 ± 2.329 | |||
Personal/past experience | Full-service | 4.594 ± 2.654 | 4.561 * | 0.011 |
Quick-casual | 4.530 ± 2.260 | |||
Quick-service | 5.352 ± 2.515 | |||
Variety of menu items | Full-service | 4.612 ± 2.415 | 3.092 * | 0.046 |
Quick-casual | 4.796 ± 2.291 | |||
Quick-service | 5.264 ± 2.609 | |||
Price | Full-service | 3.866 ± 2.436 | 0.645 | 0.525 |
Quick-casual | 3.886 ± 2.811 | |||
Quick-service | 3.576 ± 2.547 | |||
Sales promotion | Full-service | 6.467 ± 2.325 | 9.493 *** | 0.000 |
Quick-casual | 5.977 ± 2.352 | |||
Quick-service | 5.384 ± 2.327 | |||
Location | Full-service | 5.232 ± 2.576 | 0.131 | 0.877 |
Quick-casual | 5.091 ± 2.593 | |||
Quick-service | ± 2.678 |
© 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
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Chua, B.-L.; Karim, S.; Lee, S.; Han, H. Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions. Int. J. Environ. Res. Public Health 2020, 17, 6276. https://doi.org/10.3390/ijerph17176276
Chua B-L, Karim S, Lee S, Han H. Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions. International Journal of Environmental Research and Public Health. 2020; 17(17):6276. https://doi.org/10.3390/ijerph17176276
Chicago/Turabian StyleChua, Bee-Lia, Shahrim Karim, Sanghyeop Lee, and Heesup Han. 2020. "Customer Restaurant Choice: An Empirical Analysis of Restaurant Types and Eating-Out Occasions" International Journal of Environmental Research and Public Health 17, no. 17: 6276. https://doi.org/10.3390/ijerph17176276