A conflict of choice: How consumers choose where to go for dinner |
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| Institution: | 1. Paradise Sega Sammy, 268 Dongho-Ro, Jung-Gu, Seoul, Republic of Korea;2. School of Hospitality and Tourism Management, Purdue University, 251 Marriott Hall, 900 West State Street, West Lafayette, IN 47907-2115, United States;3. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143-747, Republic of Korea;4. School of Hospitality and Tourism Management, Purdue University, 206E Marriott Hall, 900 West State Street, West Lafayette, IN 47907-2115, United States;1. Hangzhou City University, Department of International Finance, School of Business, China;2. Department of International Trade, Professor of Marketing, Dongguk University, Seoul, South Korea;1. School of Travel Industry Management, University of Hawaii at Manoa, 204 George Hall, Honolulu, HI 96822, United States;2. Apparel, Events, and Hospitality Management Department, Iowa State University, 9E MacKay Hall, Ames, IA 50011, United States;1. College of Science & Industry Convergence, Department of Nutritional Sciences and Foodservice Management, Ewha Womans University, 305 Human Ecology Building, 11-1 Daehyun-dong, Seodaemun-gu, Seoul, 120-750, Republic of Korea;2. School of Hotel, Restaurant and Tourism Management, College of Hospitality, Retail, and Sport Management, University of South Carolina, 701 Assembly Street, Columbia, SC 29208, USA |
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| Abstract: | Studies concerning consumers’ decision-making regarding a restaurant choice commonly cite food quality, service quality, and price as important determinants. Less research has focused on how consumers are willing to trade off gains and losses from respective foodservice attributes. Also, extant literature does not account for consumers who use a non-compensatory decision-making strategy. The present study examined consumers’ choices of casual restaurants using a simulation where trade-offs were inevitable. By utilizing a choice experiment, the researchers found that food quality is the most important attribute in restaurant choice, consistent with the literature reviewed. Good service quality, however, does not increase choice likelihood while poor service quality significantly reduces it. Most importantly, we determined a considerable percentage (24.57%) of respondents do not trade off food quality for better service or a lower price. Findings of the study are discussed with implications for practitioners. |
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| Keywords: | Restaurant choice experiment Multi-attribute decision making Service quality Food quality |
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