Assessing Customer Expectations of Information Provided On Restaurant Menus: A Confirmatory Factor Analysis Approach

Abstract

Improper presentation of information on restaurant menus can lead to customer dissatisfaction, a loss of profitability, and could influence the ultimate failure of a restaurant operation. Although restaurateurs and customers do agree that information on restaurant menus is important, debate exists on what specific information should be provided. Currently, supporters argue for the provision of nutritional information, while critics question the ability of customers to interpret nutritional information on restaurant menus correctly. This present study, therefore, analyzes responses from 276 restaurant customers to examine information expectations of restaurant menus. A model called Customer Information Expectation of Restaurant Menus (CIERM) was developed using the guidelines set forth in the Truth-in-Menu Law and tested using a confirmatory factor analysis approach. The study found that CIERM is influenced by the factors nutrition information, product information, and food preparation. The study concludes with results, discussion, and recommendations based on the findings.

Understanding customers’ healthy food choices at casual dining restaurants: Using the Value–Attitude–Behavior model

“…Despite efforts to make healthy food choices at restaurants, customers are still hesitant to choose healthy menu items if they need to sacrifice taste (Harnack and French, 2008;Mills and Thomas, 2008;Raghunathan et al, 2006). Therefore, the availability of nutritional information does not directly explain customers' healthy choices at restaurants.…”

The Effect of Information Channel on Information Source Selection: Students' Information Search

“…Given expectation disconfirmation found in students' internship, it is important to understand what students search for prior to internships because incorrect information leads to illusions, which result in expectation disconfirmation (Mills & Thomas, 2008). Moreover, realistic information about a job is found to reduce the discrepancy between expectations and experiences from a job (Moser, 2005).…”

“…Most research on internship has its focus on internship experience. It is critical to identify what internship information is sought and how it is acquired because unmet expectations result from insufficient information on internships (Mills & Thomas, 2008). Thus, research on internship information search, especially information affecting information search behavior, is needed.…”

A Study of Constructing Menu Design Indices of B & B in Taiwan

“…Nowadays, in order to face a more competitive market, those traditional houses have been transformed into a unique and one of a kind b&b accommodations providing a very stylish living surrounding, local food, and good quality service. (Mills & Thomas, 2008;Yang, Kimes & Sessarego, 2009;Raab, Mayer & Shoemaker, 2010;Mielby & Frost, 2010;Ting, Pan & Chou, 2010) In the recent years, running restaurants and b&b has become a very popular issue. However, most of the research focuses on customer behavior and the overall management.…”