African Journal of Hospitality, Tourism and Leisure (Jan 2014)
The effect of restaurant attributes on customers' expectations and experiences in formal full service restaurants in Port Elizabeth, South Africa
Abstract
The purpose of this study was to assess the effect of restaurant attributes on customers’ expectations and experiences in formal full service restaurants. The attributes included in this research were food, service and ambience as independent variables and expectations and experiences as dependent variables. The aims were to: (a) assess restaurant attributes that are important for customers’ expectations and experiences, (b) to determine which restaurant attributes had a significant relationship with customers’ expectations and experiences. The questionnaire was based on Markovic, Raspor and Markovic’s (2010) research. In order to meet the surveys’ goals, correlation coefficient and regression analysis were conducted. The results of correlation coefficient reveal that all three restaurant attributes had a significant correlation (p<0.05) with expectations. The strongest correlation with expectations was service (r=0.76). Customers’ experiences showed that all the attributes had a weak to moderate (r≤0.5) positive correlation with customers’ experiences. The strongest correlation with experiences was food (r=0.54). The first regression model showed that all three dining attributes were significantly related (p<0.05) to customers’ expectations. The level of service (t=10.73) was rated as the most important attribute for expectations. The second regression model showed that all three dining attributes were significantly related (p<0.05) to experiences. The second model indicated that respondents rated food (t=7.51) as the most important attribute for experience. The results reveal that although good food is an essential component for customers’ experiences, however, the level of service plays a pivotal role for customers’ expectations in formal full service restaurants.
