The influence of demographic variables on customers' expectations in restaurants in the Eastern Cape Province of South Africa

Abstract

The restaurant industry in South Africa is undergoing a period of anaemic growth due to the after effects of the 2009 global economic recession. Despite lowering their prices and spending marketing funds on promotions, restaurants seem to be finding great difficulty in meeting customers’ expectations.The purpose of the study was to determine the influence of demographic variables on customers’ expectations in restaurants. The research sample included in the study entailed relevant data that were collected from 400 customers of the eight selected formal full-service restaurants. Descriptive statistical analysis, analysis of variance and t-tests were performed to reach the objectives of the study. The findings show that on a 5 point Likert scale, respondents’ mean expectation scores varied between 3.69 and 4.25. Expectations of customers for food and beverages and service were influenced by their gender, age, monthly income and level of education. However, these demographic variables did not have an influence on the ambience expectations. The only demographic variable that did not influence customers’ expectations was home language. None of the demographic variables had an influence on the ambience expectations of customers. From a managerial perspective, it is important for restaurateurs to focus on customers’ gender, age, monthly income and level of education to meet and/or exceed customer expectations and gain a competitive advantage over other restaurant categories. The contribution of this article is unique in that, for the first time, the influences of demographic variables on customers’ expectations are investigated from the context of restaurants.

Keywords

• customers' expectations
• demographic variables
• food and beverage
• restaurants