Travel Reference
In-Depth Information
with a total score 808 followed by the price of food
(723), good taste of food (693), type of food (529)
and restaurant cleanliness with a total score 433.
This finding was similar with Auty (1992); Clark &
Wood (1998); Cullen (2005) where location, clean-
liness, price and type of food were in the top rank-
ing of customers' choices before decided to dine at
selected casual dining restaurants.
Besides that restaurateurs must attract customers
by providing a delightful taste of food and render
a better service to customers apart of giving them
a dandy experience in a comfortable environment
while dining at the casual restaurant. It is such a
symbiotic relationship between restaurateurs and
customers whereby serving delightful foods with a
good service and in better environment may fulfill
customers' expectations and persuade them to come
again. Indirectly, it will increase the sales and gen-
erate more profit of the restaurants. For academic
perspective, this research may enrich the existing
literature and strengthen the finding of the custom-
er's preferences toward restaurants selection.
5 DISCUSSION
Respondents ranked convenient location as the
most important attribute to be considered when
selecting a casual dining restaurant. A report by
Euromonitor International (2013a) stated young
consumers like to spend their leisure time at shop-
ping malls. Therefore, they are likely to have their
meal near or in the shopping mall. Besides that,
many restaurants are located in the malls. Hence, it
may attract visitors to have their meal there.
In terms of price, consumers nowadays are more
conscious on a price. A stronger inflation rate in
Malaysia in 2012 cause consumers be more sensi-
tive and conscious about spending the money on
dining out activities (Euromonitor International,
2013b). The way customers valued the price is dif-
ferent among individuals. Perceived price depends
on customer personal response to the product,
interest in product, individual needs, expectations,
personality and personal status (Ateljevic, 2000;
Solomon, 1999). As most of the researcher agreed
that the quality of food is the most important fac-
tors considered dining at certain restaurants, this
research also found the same where good taste of
food is much influence their restaurant selection.
Cleanliness factors should not be overlooked since
customers are also seeing this as one of the key deci-
sion attributes to select a restaurant. Cleanliness
which include in atmosphere category is important
because it also affects customer's emotion and con-
tribute to the overall satisfaction toward the res-
taurant (Ladhari, Brun & Morales, 2008).
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6 CONCLUSION
It is hoped this study findings gives a fruitful thought
and view on current consumer's preference and
behavior toward restaurant selection. Results showed
that location as the main key attribute of selecting
casual dining restaurants. Customers preferred to
enjoy their dining out activities in a convenient loca-
tion. With the persistent demand by customers and
current trend of eating out, restaurateurs may strate-
gize their location at the strategic places and offer a
reasonable price, as it also be the attribute that cus-
tomers consider after selecting the location.
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