Start Date

7-1-2011 2:30 PM

End Date

7-1-2011 3:15 PM

Track

2. Track 2 - Poster Session

Subject Area

Consumer Behavior

Faculty Member

Chihyung Ok (cok0307@ksu.edu)

Abstract

The mature consumer segment has become more of importance in the U.S. economy because of the tremendous increase in the number of senior population and their increasing purchasing power. It is necessary that the restaurant industry have a better understanding of this segment to provide satisfactory dining experience. This study proposes to evaluate restaurant service attributes from seniors’ point of view. The survey will be conducted to measure expectation, perception, and level of importance of restaurant attributes. Then, the Kano’s method will be applied to classify those attributes according to their relative impact on customers’ satisfaction/dissatisfaction. The study results will provide the restaurant industry with meaningful implications in better serving the mature market.

Keywords

Seniors, mature market, service attributes, satisfaction, Kano’s method

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Jan 7th, 2:30 PM Jan 7th, 3:15 PM

The Kano’s Method: Mature Customers’ Perceived Service Level and Satisfaction With the Restaurant Service

The mature consumer segment has become more of importance in the U.S. economy because of the tremendous increase in the number of senior population and their increasing purchasing power. It is necessary that the restaurant industry have a better understanding of this segment to provide satisfactory dining experience. This study proposes to evaluate restaurant service attributes from seniors’ point of view. The survey will be conducted to measure expectation, perception, and level of importance of restaurant attributes. Then, the Kano’s method will be applied to classify those attributes according to their relative impact on customers’ satisfaction/dissatisfaction. The study results will provide the restaurant industry with meaningful implications in better serving the mature market.