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A Study on the Influence of Menu Selection Attributes and Design of Western Restaurants on the Customer Value and Customer Satisfaction  

Jung, Jin-Woo (Department of Western Cuisine & Culinary Arts, Youngsan University)
Publication Information
Culinary science and hospitality research / v.20, no.6, 2014 , pp. 69-79 More about this Journal
Abstract
How the menu selection attributes and menu design attributes influence the customer value and customer satisfaction is a major study object. In order to achieve the purpose of this study, a questionnaire survey was conducted to the consumers of 4 Western restaurants. Selecting 223 copies, the diversity of menu and convincibility of menu turned out to be influential on the customer value. In the Hypothesis 2, menu selection attributes turned out to be influential on the customer satisfaction. In the Hypothesis 3, menu design turned out to be influential on the customer value. In the Hypothesis 4, menu design turned out to be influential on the customer satisfaction. In the Hypothesis 5, the customer value turned out to be influential on the customer satisfaction. The study shows that the importance of menu selection and menu design is a significant in regards to customer value and customer satisfaction.
Keywords
menu selection; menu design; customer value; customer satisfaction; western restaurant;
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