Consumer decision making in restaurant selection

The aim of this study was to investigate consumers’ decision of selecting a restaurant for leisure. It was based on research carried out in the South East of the UK. In line with the cognitive paradigm the importance of attributes was approached from the theoretical perspective of utility theory in which consumers pursue maximisation of benefits from the service which they are evaluating. This study follows a sequential mixed methods approach. It consists of a qualitative stage followed by a quantitative stage, each one adhering to the precepts of their own paradigms. The qualitative stage was based on data collected through six focus groups of four to six respondents. An interview guide was used in semi-structured settings and data was analysed using applied thematic analysis. The second stage employed an online survey generating quantitative data from 376 respondents. The theme of ‘eating out occasion’, such as a romantic dinner, was a key element of the decision-making process. This thesis presents a framework for examining the different stages of the decision using the stylised Engels, Kollat and Blackwell (EKB) model (Tuan-Phan and Higgins, 2005). Its stages delve into the influence of emotions, motivations and the consumer’s regulatory focus in the decision. The methodological design with the possibility of selecting attributes, emerging from the qualitative stage, offers a contribution to the use of conjoint analysis for complex decisions. The study also proposes a new typology of restaurant attributes, with seven categories influencing perceived consumer value. The study’s findings further indicate that price is a factor influencing the expectations from the other attributes. The study considers a number of implications for the industry, such as, the importance of service and consumers’ willingness to pay more for a service that is friendly, welcoming and attentive. It also suggests many areas for further research

Electronic word-of-mouth: successful communication strategies for restaurants

Purpose – A great deal has been discussed about the importance of using social media in marketing communications programmes because of mistrust in marketer-generated communications and more particularly for generating electronic word of mouth (e-WOM). However, it is not clear what types and styles of communication serve better the purpose using effectively social media for generating positive e-WOM. This study is aimed at exploring the types and styles of communication that work more effectively towards that purpose. Design – The study was conducted in Dublin, Ireland and is qualitative in nature. Methodology – This research involved semi-structured, in-depth interviews with restaurant marketers who currently use social media as part of the integrated marketing communications strategies; it also included a focus group and two sub-sequent personal interviews with restaurant consumers who actively use social media. Approach – A thematic analysis was conducted so as to first investigate the central topics surrounding the stimulation of positive e-WOM and styles and types of communication. Findings – Further analysis of the themes pointed to a number of practical implications which in turn led to the formulation of four (4) practical recommendations for restaurant marketers. Originality – This is the first practical paper that looks into the content, style and type of communication for effective stimulation of e-WOM in the restaurant context

Proces odlučivanja potrošača o izboru restorana: primjena stiliziranoga EKB modela

Purpose – The aim of this paper is to propose a framework based on empirical work for understanding the consumer decision processes involved in the selection of a restaurant for leisure meals. Design/Methodology/Approach – An interpretive approach is taken in order to understand the intricacies of the process and the various stages in the process. Six focus group interviews with consumers of various ages and occupations in the South East of the United Kingdom were conducted. Findings and implications ¬– The stylized EKB model of the consumer decision process (Tuan-Pham & Higgins, 2005) was used as a framework for developing different stages of the process. Two distinct parts of the process were identified. Occasion was found to be critical to the stage of problem recognition. In terms of evaluation of alternatives and, in particular, sensitivity to evaluative content, the research indicates that the regulatory focus theory of Tuan-Pham and Higgins (2005) applies to the decision of selecting a restaurant. Limitations – It is acknowledged that this exploratory study is based on a small sample in a single geographical area. Originality – The paper is the first application of the stylized EKB model, which takes into account the motivational dimensions of consumer decision making, missing in other models. It concludes that it may have broader applications to other research contexts.Svrha – Cilj rada je temeljem empirijskog istraživanja predložiti okvir za razumijevanje procesa odlučivanja potrošača pri izboru restorana za obrok u slobodno vrijeme. Metodološki pristup – Korišten je interpretacijski pristup u svrhu razumijevanja složenosti procesa i različitih faza u tom procesu. Provedeno je istraživanje putem šest fokus grupa s potrošačima različitih dobi i zanimanja u jugoistočnom dijelu Ujedinjenog Kraljevstva. Rezultati i implikacije – Korišten je stilizirani EKB model procesa odlučivanja potrošača (Tuan-Pham i Higgins, 2005) kao okvir za razvoj različitih faza procesa. Identificirana su dva različita dijela procesa. Otkriveno je da je za fazu prepoznavanja problema ključna prigoda. Kod procjene alternativa, a posebno kod osjetljivosti procjenjivanog sadržaja, istraživanje pokazuje kako je teorija fokusa regulacije (regulatory focus theory) Tuan-Phama i Higginsa (2005) primjenjiva na odlučivanje pri izboru restorana. Ograničenja – Eksplorativno istraživanje ograničeno je na mali uzorak jednog zemljopisnog područja. Doprinos – Rad predstavlja prvu primjenu stiliziranoga EKB modela koja uzima u obzir motivacijske dimenzije odlučivanja potrošača koje nedostaju u drugim modelima. Zaključno, model može imati širu primjenu u drugim istraživačkim kontekstima

An Investigation into Restaurant Attributes: A Basis for a Typology

This article has the aim of presenting the basis for a new, clearer classification of restaurant attributes. The research followed an interpretive approach with a systematic review of the literature, compared and contrasted with the findings of six focus group interviews. A new model was devised with seven categories of restaurant attributes. This article presents a model that needs to be tested. Also, follow-up articles with more detail about the attributes under each category will be presented. This article organizes the disparate literature on restaurant attributes and looks into the relationship between attributes, particularly its influence on perceived consumer value