Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions

Abstract

In the preceding article “Consumer research in the restaurant environment, Part 2”, the operationalisation of the theoretical model of dining satisfaction and return patronage (IJCHM, Vol. 11 No. 6), was developed and described. This was preceded by Part 1 (IJCHM, Vol. 11 No. 5), in which a model of dining satisfaction and return patronage was proposed and conceptualised. Based on an extensive review of the relevant consumer behaviour literature, proposed model (Part 1), the development of the research instrument, sampling frame and procedures (Part 2), and the analytical analysis used in the study, this paper is the final contribution to the three‐part series and it reports on the findings of the study. Overall, the encouraging results of this study can be summarised as having provided: a clearer understanding of customers’ dining satisfaction perceptions; a clearer understanding of restaurants attribute performance that determine satisfaction as a consequence of dining experience; and a robust prediction of return as a result of dining satisfaction.

The Dimensions of Customer Preference in the Foodservice Industry

“…The importance of tangible attributes for foodservice establishments were highlighted by various scholars (Cadotte, Turgeon 1988;Kivela et al 2000;Fatimah et al 2011). The design of a foodservice establishment is a medium to create attention because it assists to create a distinctive foodservice establishment atmosphere.…”

Selection criteria of customers of Chinese restaurants and their dining habits

“…Susskind and Chan (2000) identified that good service and a pleasant setting was also the important attributes in a full-service restaurant. Kivela et al (2000) findings identified a strong relationship between the consumer's selection of a restaurant, the quality standards and the value for money provided by the restaurant. The study also ranked the top five attributes: it is Comfortable feeling of eating in the restaurant, cleanliness, freshness of the food, staff appearance and room temperature.…”

Six Sigma and the Malaysian Hotel Industry

“…In the service industry, measurement is often overlooked and therefore, improvement in quality is not adequately addressed by many service-oriented businesses [54]. In manufacturing processes, it is quite common to have process maps before Six Sigma projects are initiated [14]. However, the use of flowcharts and process maps is not so common in many service processes [17].…”

“…It has also been found that in services, decision making is determined by the service deliverer and they are the determinants of the success of a service [55,61]. The occurrence of defects depends on the employee's level of competency, skill, knowledge and consistency in delivering the service [16,61]. By comparison, in manufacturing firms, if a product has a defect, product quality can be controlled, redesigned, recreated, or put on hold instantly.…”

“…Although the methodology is designed specifically to improve productivity, the concept gained serious interest from service organizations as a method to improve the quality of services. This was due to the effectiveness of the methodology in improving products and services as well as work systems [9][10][11][12][13][14][15][16][17]. According to Pande et al [18], Six Sigma methods were derived from three basic fundamental tenets and they are: i) statistical measures on the process or product, ii) zero defects in employee performance, and iii) top management commitment.…”