A conflict of choice: How consumers choose where to go for dinner. (February 2015)

• Record Type: Journal Article
• Authors: Jung, Jae Man; Sydnor, Sandra; Lee, Seul Ki; Almanza, Barbara
• Is Part Of: International journal of hospitality management. Volume 45(2015)
• Page Start: 88
• Page End: 98
• Publication Date: 2015-02
• Subjects: Restaurant choice experiment -- Multi-attribute decision making -- Service quality -- Food quality; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2014.11.007
• Languages: English
• ISSNs: 0278-4319

Abstract

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.