Start Date

7-1-2011 3:15 PM

End Date

7-1-2011 4:00 PM

Track

2. Track 2 - Poster Session

Subject Area

Consumer Behavior

Faculty Member

Jerrold Leong email:leong@okstate.edu

Abstract

Abstract The purposes of this study are: 1) to segment ethnic restaurant market on a basis of customer preferences and types of ethnic restaurant; 2) to assess the effects of dining attributes on customers’ satisfaction and post-dining behavior intentions; and 3) to test the moderating effects of ethnic restaurant types and culture (ethnic and non-ethnic customers) on the relationship between dining attributes and satisfaction. The empirical results from this study will provide insight into customers’ needs and preferences in the ethnic restaurant market. This information might help restaurant managers to develop product services that are tailored to specific needs of customers.

Keywords

Keywords: Ethnic restaurant, restaurant attributes, satisfaction, behavioral intention



Share

COinS
 
Jan 7th, 3:15 PM Jan 7th, 4:00 PM

Segmenting the Ethnic Restaurant Market:A Test of the Moderating Effect of Restaurant Type on Attributes/Satisfaction Relationship

Abstract The purposes of this study are: 1) to segment ethnic restaurant market on a basis of customer preferences and types of ethnic restaurant; 2) to assess the effects of dining attributes on customers’ satisfaction and post-dining behavior intentions; and 3) to test the moderating effects of ethnic restaurant types and culture (ethnic and non-ethnic customers) on the relationship between dining attributes and satisfaction. The empirical results from this study will provide insight into customers’ needs and preferences in the ethnic restaurant market. This information might help restaurant managers to develop product services that are tailored to specific needs of customers.