Attributes, consequences, and consumer values: A means-end chain approach across restaurant segments

This study identifies consumer-dining values for each restaurant segment using a means-end approach and suggests useful information for restaurant operators to develop differential marketing strategies for each segment. The study applied a means-end chain approach to identify underlying consumer values across three different restaurant segments. The participants responded to questions in a one-on-one interview procedure regarding attributes of restaurants, consequences, and values. Based on the responses, hierarchical value maps were developed to better understand consumer value patterns across the three restaurant segments.

International Journal of Contemporary Hospitality Management
Attributes, consequences, and consumer values: A means-end chain approach across restaurant
segments
Jooyeon Ha SooCheong (Shawn) Jang
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Jooyeon Ha SooCheong (Shawn) Jang, (2013),"Attributes, consequences, and consumer values", International Journal of
Contemporary Hospitality Management, Vol. 25 Iss 3 pp. 383 - 409
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Attributes, consequences, and
consumer values
A means-end chain approach across restaurant
segments
Jooyeon Ha
Department of Apparel, Design, and Hospitality Management,
North Dakota State University, Fargo, North Dakota, USA, and
SooCheong (Shawn) Jang
Schoolof Hospitality and Tourism Management, Purdue University,
West Lafayette, Indiana, USA
Abstract
Purpose – The purpose ofthis study is to identify consumer-dining values for each restaurant
segment (fast food restaurants,casualrestaurants,and fine dining restaurants)using a means-end
approach and to suggest useful information for restaurant operators to develop differential marketing
strategies for each segment.
Design/methodology/approach – This study applied a means-end chain approach to identify
underlying consumer values across three different restaurant segments. The participants responded to
questions in a one-on-one interview procedure regarding attributes of restaurants,consequences,and
values.Based on the responses,hierarchicalvalue maps were developed to betterunderstand
consumer value patterns across the three restaurant segments.
Findings – The results suggested that attributes of fast food restaurants were largely associated
with convenience, success, and economic values; attributes of casual dining restaurants were related to
emotionaland belonging values;and attributes provided by fine dining restaurants were linked to
emotion and quality life values.
Practical implications – This research suggested whatcustomers really wantfrom the dining
experience so that restaurant operators in each restaurant segment can develop effective marketing
strategies,such as advertisements or promotions,which are distinguished from other competitive
restaurants.
Originality/value – By using a means-end chain approach,this study showed a holistic picture of
the consumer dining values customers desire when they visit each restaurant segment,which is a
unique contribution of this study.
Keywords Dining value, Restaurant attributes, Restaurant segment, Means-end chain model,
Consumer behaviour, Catering industry
Paper type Research paper
1. Introduction
In today’s highly competitive market place,it is increasingly hard for restaurants to
develop creative marketing strategies to retain existing customers and attract new
ones.Yet from a customer’sviewpoint,an increasein competition meansthat
customers now have a lot more options to choose from.Accordingly,customers are
becoming more sophisticated in discriminating between products and selecting better
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0959-6119.htm
Attributes and
consumer values
383
Received 28 January 2012
Revised 26 May 2012
29 August 2012
Accepted 30 September
2012
International Journal of
Contemporary Hospitality
Management
Vol.25 No.3,2013
pp.383-409
q Emerald Group Publishing Limited
0959-6119
DOI 10.1108/09596111311311035
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options from a broader range of alternatives based on the value they can obtain from
their choices. Likewise, restaurant diners currently have far more alternatives for each
restaurantsegment(e.g.fast food restaurants,casual-dining restaurants,and fine
dining restaurants).Therefore,distinctivesegment-specificmarketing strategies
should be explored by restaurant operators in order to differentiate their restaurant’s
unique characteristics and appeal to target customers from other restaurant segments
Restaurants provide foods, services, and dining environments. These are considered
basic attributes that customers use to evaluate perceived quality ( Jang and Namkung,
2009).Although they representthe generalcomponentsof all restaurants,each
restaurant segment tries to reflect distinctive properties or characteristics based on
these basic attributes.Since restaurant attributes are directly related to customers’
dining experiences,restaurantoperatorsand marketing researchershave been
interestedin the effectsof various attributeson customersatisfactionand
post-consumption behaviors in each restaurant segment (e.g.Bonjanic,2007;Kwun
and Oh, 2006; Liu and Jang, 2009; McCleary et al., 2008; Chen and Hu, 2010; Ryu et al
2012).Even though restaurants provide several attributes based on customers’needs
and wants,they may not comprehend the actual purpose or ultimate goal customers
seek from a dining experience without examining the benefits and hidden values they
desire from those specific attributes.
Marketing researchers have suggested that the best performing firms continuously
develop new strategies to improve consumer value (Parasuraman,1997;Woodruff,
1997). Consumer value is the end goal a consumer desires from a consumption situati
and plays a critical role in all marketing activities (Holbrook,1999).Woodruff (1997)
suggested thatattributesare the basicsourceof productsor services,whereas
consumer value is an upper-level concept used to understand consumer behaviors in
consumption situations.Therefore,examining consumer value provides more specific
information regarding the purpose for visiting a restaurant,or what customers really
want from theirdining experience,and can guidestrategiesfor advertising or
promotions in a specific restaurant segment.
Due to the importance of the concept of consumer value, there are numerous studie
on value.Many hospitality studies havealso considered consumervalueas an
important concept for understanding consumers and developing marketing strategies
for the industry. However, many of those studies examined customers’ perceived value
of given attributes or monetary value and the influence on post consumption behavior
(e.g.Clemes et al.,2011;Gallarza and Saura,2006;Park,2004;Petrick and Backman,
2002;Ha and Jang,2010a,b).These studies suggested some managerial implications
regarding the relationship between value and consumerbehaviorin a restaurant
setting,but they did still not explain what customers actually want from the dining
experience from the customer’s perspective.Considering that consumer value is the
end goal that a customer desires from attributes of products or services (Gardial et al.
1994;Woodruff,1997;Zeithaml,1988),it is important to identify the hidden values
rooted in specific attributes and their consequences or benefits.In order to examine
consumer value linked to specific attributes,paststudies have used a means-end
approach (Mattila,1999;Mosquera and Sa´nchez,2011).A means-end approach
uncovershidden valuescustomersactually pursuethrough attributesand their
consequences.Using a means-ends approach,this study also attempted to identify
underlying consumer value that stems from restaurant attributes.
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The primary purpose of this study was to identify consumer-dining values for each
restaurantsegment(fast food restaurants,casualrestaurants,and fine dining
restaurants)using a means-end approach and to suggestusefulinformation for
restaurantoperators to develop differentialmarketing strategies for each segment.
More specifically,the objectives of this study were to determine specific restaurant
attributes of the three different segments and to investigate the links between those
attributes and higher-level motivational factors – that is,important consequences or
benefits and desired personal values customers obtain from those attributes. By using
a means-end approach,this study determined the abstract values linked to concrete
attributes,which can help to establish a more in-depth understanding ofdiners.
Further, this study a holistic picture of consumer dining values customers desire when
they visit each restaurant segment,which is a unique contribution of this study.
2. Literature review
2.1 Restaurant attributes in different segments
A restaurant is a place where prepared foods and beverages are served to customers by
a service employee,and customers pay for those foods and services.Accordingly,
customers expect a certain level of quality and usually evaluate quality and the dining
experience as a whole based on a set of attributes the restaurant provides.In general,
restaurant attributes are associated with foods, services, and environments. Restaurant
marketing research considersthesethe basicelementsthat influencecustomer
satisfaction and post-consumption behaviors ( Jang and Namkung, 2009; Liu and Jang,
2009;Kwun,2011;Sulek and Hensley,2004;Ryu et al.,2012).
Previous studies have stressed the importance of food quality, such as taste,portion,
menu variety,and healthy options,and its effect on future behaviors (Clark and Wood,
1999;Sulek and Hensley,2004;Namkung and Jang,2007;Ryu et al.,2012;Wright et al.,
2000). Clark and Wood (1999) suggested that food quality is the most important factor in a
restaurant choice. Further, Sulek and Hensley (2004) and Namkung and Jang (2007) found
that food quality is criticalfor customer satisfaction and future behavioralintentions.
Service quality is also a major factor ofquality managementthataffects customer
satisfaction and value (Fullerton, 2005; Ha and Jang, 2010a, b; Zeithaml et al., 1996; Chen
and Hu,2010).For example,Zeithamlet al.(1996)suggested that service quality is a
significantpredictor ofcustomer behavioralintentions.More recently,Ha and Jang
(2010a) also confirmed that service quality has a direct influence on customer satisfaction
and loyalty in restaurant settings.These studies emphasized the importance of service
quality in determining consumer behaviors in consumption situations.Improvements in
service quality enhance customers’repatronage intentions and decrease unfavorable
behaviors,such as complaining or spreading negative word-of-mouth.The physical
environment has also been considered a critical factor that positively affects customers’
perceptions of their dining experiences (Bitner, 1992; Lin, 2004; Ryu and Jang, 2007, 2008;
Weiss et al., 2004; Ryu et al., 2012). Wakefield and Blodgett (1994) examined the influence
of perceived atmospherics on customers’satisfaction and re-patronage intentions in
leisure service settings. Ryu and Jang (2008) created a dining-specific atmospheric scale,
DINESCAPE, and identified a positive relationship between the dining environment and
favorable behavioral intentions in a restaurant setting.
Although allof thesefactorsare generalattributesprovided by restaurants,
differentrestaurantsegments are expected to appealto their targetcustomers by
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providingdistinct attributesreflectingthe segment’stypical propertiesand
characteristics.Generally,restaurants can be classified into three segments:fast
food restaurants,casual dining restaurants,and fine dining restaurants.
A fast food restaurant emphasizes prompt service and relatively low food costs, and
customers expect to eat their food directly from disposable containers. Previous studie
examining perceived quality or customer satisfaction indicated that customers visiting
fast food restaurants considered severalattributes important,such as low prices,
friendlinessof personnel,promptservice,convenience,businesshours,take-out
service, location,etc. (Bonjanic, 2007; Gilbert et al., 2004; Knutson,2000; Kivela, 1997).
These attributes of fast food restaurants emphasize convenience and efficiency, which
are the most prominent characteristics of the fast food segment.
A casual dining restaurant serves moderately-priced food in a relaxed atmosphere
where table service is provided. That is, casual dining restaurants are a less expensive
version of fine dining restaurants and are frequently used as a place to celebrate an
event (Morgan, 1993). Thus, casual dining restaurants attempt to attract customers by
providing good quality food and services ata reasonable cost,while creating a
welcoming atmosphere so that customers can enjoy a meal with family and friends.
Fine dining restaurants are fullservice restaurants with dedicated mealcourses,
high quality service provided by a well-trained staffand a luxurious atmosphere.
While mostfast food restaurants and casualdining restaurants have well-known
brandsthat accountfor a large marketshareof the restaurantindustry,most
fine-dining restaurants are operated by independent owners,and their share of the
marketremains relatively small.However,fine dining restaurants are viewed as a
critical segment of the restaurant industry because food and service trends and dining
traditions usually emerge from fine dining restaurants ( Johnson,1996;Kwun and Oh,
2006).Fine dining restaurantsfocusmoreon retaining customersby providing
exceptionalservices,high quality food,prestige,and high-end dining environments
(Kivela,1997).That is,the attributes provided by fine dining restaurants are more
professionaland high-end,which is distinctively differentfrom fast food or casual
dining restaurants.
2.2 Consumer value
Consumer value has been extensively studied in consumer research because value is a
critical predictor of future behaviors (Arora and Singer,2006;Woodruff and Gardial,
1996; Heskett et al., 1997; Park, 2004; Ryu et al., 2008; Liu and Jang, 2009; Ha and Jan
2010a, b).Zeithaml (1988, p.14) defined value as “the overall assessment of the utility
of a product based on the perceptions of what is received and what is given”.This
definition focuses on consumers’ perceptions based on the trade-off between what the
give up and what they receive,which is referred to as perceived value.Based on this
definition,previous researchers examined how perceived value influences satisfaction
or future consumption behavior, suggesting that higher perceived value leads to highe
satisfaction levels or more positive purchase behaviors (Cronin et al., 2000; Park, 2004
Ryu et al.,2008;Liu and Jang,2009;Ryu et al.,2012).
However,value is not only perceived but also desired.Before a purchase is even
madeconsumersmay desireparticularvaluesfrom a consumption experience.
Woodruff (1997, p. 142) defined consumer value as “a customer’s perceived preferenc
for an evaluation of those attributes, attribute performances, and consequences arisin
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from use that facilitate achieving the customer’s goals and purpose in use situations”.
This definition isbased on attribute-valuetheory,suggesting thatindividuals
determine value based on which attributes are presentand how importantthose
attributes are to achieving an individual’s end goal(Reynolds and Gutman,1988;
Gardialet al.,1994;Woodruff,1997).This theory incorporates the desired value a
consumer pursues as wellas the received value of the consequences and attributes,
emphasizing thatvalue stems from a customer’s perceptions and evaluations of
attributes and their consequences.
The concept of desired consumer value is wellexplained by the customer value
hierarchy model(Woodruff,1997).Based on the attributes unilaterally provided to
customers from the organization’s point-of-view,consumers learn to desire certain
consequences or benefits in order to achieve their end goals. That is, desired consumer
value stems from attributes and their consequences or benefits.Along these lines,
customers evaluate the attributes a restaurant provides and then consider the benefits
they can acquire from those attributes in order to achieve their ultimate goal. Previous
studies have examined the effect of restaurant attributes on customer satisfaction and
future consumption behaviors,which is valuable in understanding the relationship
between attributes and consumer behaviors.However,it is also important to identify
the reason why customers consider certain attributes importantwhen determining
post-consumptionbehaviors.Accordingly,customers’actual goals for dining
experiences should be examined,which would provide more specific reasons or
purposes forvisiting the restaurant.This information would also be helpfulfor
restaurant operators in terms of developing effective marketing strategies.
2.3 Means-end theory
As previouslystated,consumervalue is consideredan importantconstruct
determining consumerchoice and purchasebehaviors in consumption situations
(Babin et al.,1994;Jones et al.,2006;Park,2004;Gro¨nroos,1997).This suggests that
marketing strategies reflecting consumer values could be effective because consumer
behavior is generally associated with the values desired from consumption behaviors.
Past researchers have attempted to construct models incorporating consumer behavior
and values (Rokeach, 1973; Vinson et al., 1977; Young and Feigin,1975),including the
“means-end theory” (Gutman,1982).
Gutman (1982,p. 61)suggested the theoreticalfoundations forthe means-end
theory, arguing that “all consumer actions have consequences and consumers learn to
associateparticularconsequenceswith particularactions.”That is, productsor
services have their own meanings for consumers. Each individual’s actions may differ
in the same situation and customers use these personalized meanings to determine
productand consumption choices.The means-end theory focuses on the linkages
among attributes of products or services,the consequences or benefits provided by
those attributes,and the consumer values that customers ultimately desire (Reynolds
and Gutman,1988).The nature ofthe means-end chain suggests a hierarchical
ordering including three concepts;attributes,consequences,and values.Specifically,
attributes refer to the physicalproperties or characteristics of products or services.
Attributes are the least abstract concept in the means-end chain model.Consequences
are the benefits customers can receive from attributes, which is a more abstract concept
than attributes. In general, several different consequences or benefits can be connected
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to one particular attribute.The most abstract concept is personalvalue,which is a
customer’s desired end goalthatdetermines their consumption decisions (Gutman,
1982;Reynolds and Gutman,1984,1988;Rokeach,1973).
To elicit means-end chains,laddering has frequently been used (e.g.Reynolds and
Gutman,1988;Klenosky et al.,1993,2002;Gutman,1997;Lee et al.,2010).Laddering
refersto an in-depth,one-on-oneinterview techniqueused to understand how
consumers evaluate the attributes of products or services, translate them into benefits
and,finally,achieve their end goals.In laddering,the respondents reply to a series of
“why?” questions:for example,“Why is that attribute (or consequence) important to
you?” This series of questions creates hierarchicalvalue chains,which present the
linkagesamong theleastabstractconcept(attributes),a moreabstractconcept
(consequences),and finally the most abstract concept (value).
The means-end theory has contributed to the marketing literature by suggesting
that marketing plans based on consumer values have the potential to promote produc
or services from the consumer’s perspective.Thus,the means-end approach has been
applied to various studies (Bagozzi and Dabholkar, 1994; Klenosky et al., 1993; Mattila
1999; Lee et al., 2010). For example, Klenosky et al. (1993) examined push-pull factors
tourism destinationsusing means-end approach.Bagozziand Dabholkar(1994)
utilized means-end chain theory and the laddering method to investigate consumer
recycling goals and their effect on decisions to recycle. In the hospitality area,Mattila
(1999)showed the potentialities ofmeans-end chains for cross-culturalhospitality
research by examining major attribute-consequence-value chains for luxury hotels
among Asian and Western business travelers.
Gutman (1982)suggested someapplicationsof the means-end chain model.
Understanding consumers’perceptions and evaluations ofproducts or services at
differentlevels (attributes-consequences-values)in the means-end chain would be
helpful to determinemarketsegmentationfrom the consumers’perspective.
Establishing relationshipsbetweendistinctions could suggest important
implicationsfor advertisingor promotingproducts.That is, strategiesfor
advertisementsor promotionsbased on consumervalueslinked to low level
distinctions (attributes)would more effectively appealto customers.Along similar
lines, this study also applied the means-end chain model to identify consumer benefits
and values derived from severalattributes provided by each restaurant segment in
order to suggest more effective marketing strategies for specific restaurant segments
based on the identified consumer values.
3. Methodology
For data collection,this study used the interview method.Interviews were conducted
one-on-one.The study participants were undergraduate students,graduate students,
faculty,and staff at a mid-western university in the US.Each interview lasted for
approximately 20 minutes.The number of samples for each restaurant segment was
determined based on theoretical saturation.Data were collected until no new concepts
regarding end values were generated,which confirms thatthe sample size was
appropriate.A total of 71respondents participated in the interviews.Among them,23
people (nine undergraduate students,six graduate students,and eightfaculty and
staff)responded to the question regarding fastfood restaurants;23 people (nine
undergraduate students, eight graduate students, and six faculty and staff) responded
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to the questionregardingcasual dining restaurants;and 25 people(eight
undergraduatestudents,eight graduatestudents,and nine facultyand staff)
responded to the question regarding fine dining restaurants.
Respondents were provided with a list of potentialrestaurant attributes for their
segment.We provided attributes to help them think of possible restaurant attributes
since it might be hard to come up with them on the spot.Even though several major
attributes were provided for each restaurant segment, the respondents were allowed to
choose any attribute whether it was on the list or not. Due to the general characteristics
of restaurants,some attributes overlapped across the three restaurant segments.In
order to identify how distinctive attributes of each restaurant segment lead to specific
values, several different attributes that characterize each restaurant segment were also
provided.Some of the attributes were borrowed and modified from previous studies,
whereas others were developed from discussions with customers of each restaurant
segment.The restaurant customers were asked to respond to the question “What are
the attributes you consider important when dining out at each restaurant segment (fast
food,casual dining,or fine dining)?” The attributes of fast food restaurants included
“Low prices,” “Promptservice,’“Convenientlocation,” “Menu variety,” “Drive thru
service,” “Long business hours,” “Take-outservice,” and “Friendly staff(Bonjanic,
2007;Gilbertet al., 2004;Kara et al., 1997;Knutson,2000).For casualdining
restaurants,“Reasonable cost,” “Good tasting food,” “Friendly environment,” “Menu
variety,” and “High quality service” were chosen (Brizek,2002;DiPietro et al.,2007;
Morgan, 1993). Last, the attributes of fine dining restaurants included “Knowledgeable
staff,” “Quality food,” “Exceptional service,” “High quality dining environment,” and
“Menu variety” (Kwun and Oh,2006;McCleary et al.,2008;Sulek and Hensley,2004).
The respondents were given the definition of each restaurant segment and chose
only one segmentbased on their most recentexperience.A “Fast food restaurant”
emphasizes speed ofservice and low costand customers expectto eattheir food
directly from a disposable or convenient container;a “Casual dining restaurant” is a
restaurantthatserves moderately-priced food,an average guestcheck of$10-$30,
where customers expect to receive table service;a “Fine dining restaurant” is a full
service restaurant with dedicated meal courses and a high quality dining environment
where customers expect exceptional service from well-trained servers.
Next, respondents were allowed to select the three most appropriate attributes from
the list of attributes for their restaurant segment.By allowing respondents to select
severalrestaurantattributes,more attributes and the corresponding benefits and
hidden values could be identified. Using the laddering procedure, the interviewer then
asked the respondent“Why is the attribute importantto you?”The interviewer
continued this process until the respondent had nothing further to say.The series of
responses forms a means-end chain in which a restaurant segment attribute was linked
with benefits or consequences and finally connected with one or more values the
individualultimately desired.The interviewerrepeated this process forall three
attributes the respondent chose.
The responsesfor each restaurantsegmentwere contentanalyzed by two
independent judges who are researchers.The initial coding process included labeling
responses to the questions and categorizing similar ideas.The two judges separately
coded the categories based on the responses and the importance of those responses and
then compared the coded works.The initialagreement between the two judges was
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approximately 80 percent,and thedisagreementswereresolved by discussion.
Ultimately,the judges set up 18 categories for fast food restaurants that included 12
consequences and six values; 16 categories for casual dining restaurants that included
nine consequences and seven values; and 14 categories for fine dining restaurants tha
included nine consequences and five values.
4. Results
4.1 Implication matrix
The consequencesand valuesthat emerged from thegiven attributesfor each
restaurantsegmentwere summarized in the form ofan implication matrix (see
Tables I-III).The implication matrix shows the number of times each concept links to
another concept in the means-end chain.For example,Table I shows that attribute 1
(A1: Low price)led to consequence8 (C8: Saving money)12 times;similarly,
consequence 8 led to value 3 (V3:Economy)13 times.The same procedure was
followed for other cases as well.
The item column ofthe implication matrix was listed in orderof attributes,
consequences, and values. The items for the three concepts were ordered following th
proceduresuggested by perviousresearchers(Pieterset al., 1995;Bagozziand
Dabholkar, 1994; Goldenberg et al., 2000; Klenosky, 2002). In the procedure, the num
of times each item was mentioned as an end of another item, referred to as “in-degree
and the number of times each item was used as source or origin for other items, labele
“out-degree,” were compared.The in-degree was calculated by summing the column
for each item,whereas the out-degree was determined by summing the row for that
item. These two measures were used to calculate the abstractness ratio, which refers t
the ratio of in-degree over the sum of in-degree plus out-degree (Pieters et al., 1995).
the abstractness ratio, which ranges from 0 to 1, a lower value reflects a more concret
item (means) and a higher value reflects a more abstract item (ends) (Goldenberg et a
2000).As shown in Tables I-III,the rows and columns of the implication matrix were
ordered following the abstractness ratio,from lower values to higher values.For
example,Table I shows that the eight items with the lowest abstractness ratio (zero)
were all restaurant attributes, which served as the starting point of the ladders. On the
other hand,the six items with the highest abstractness ratio (one) all refer to dining
values that served as the ends of other items.The 12 items with an abstractness ratio
between zero and one were all classified as consequences (benefits).In summary,all
three tables (I-III) show that all attribute items had an abstractness ratio of zero;the
abstractness ratio of all consequence items were between zero and one;and all value
items had an abstractness ratio of one.
4.2 Hierarchicalvalue map
Using the implication matrix, a “Hierarchical Value Map” (HVM) was constructed (see
Figures 1-3).This procedure determines the cells and associations thatshould be
presented inthe HVM. To presentthe dominantrelationsamongattributes,
consequences,and values,a cutoff level was determined.The number of active cells
and associations for severalcutoff levels are summarized in Table IV.Pieters et al.
(1995) proposed criteria for selectng a specific cutoff level,such that the proportion of
active cells in the implication matrix is compared to the proportion of associations at a
specific cutoff level.This concept assumes that dominant cells and associations are
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To
From n A1 A2 A3 A4 A5 A6 A7 A8 C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 V1 V2 V3 V4 V5 V6
Out-
degree
Abstractness
ratio
Attributes
A1 Low food
price 13 12 13 25 0.000
A2 Prompt
service 15 11 4 8 1 3 8 4 8 1 5 53 0.000
A3 Convenient
location 14 7 2 1 2 2 1 7 22 0.000
A4 Menu variety5 2 4 2 1 3 2 3 1 2 20 0.000
A5 Drive thru
service 6 4 2 2 2 4 14 0.000
A6 Long
business hour 5 3 3 3 3 5 17 0.000
A7 Take-out
service 4 1 3 4 0.000
A8 Friendly staff4 4 1 2 4 11 0.000
Consequences
C1 Having health
food 3 2 2 2 6 0.250
C2 Saving time 20 3 15 1 2 15 3 15 54 0.325
C3 Well-treated 4 1 2 4 7 0.364
C4 Enjoyable
experience with
family/friends 8 1 7 7 1 16 0.407
C5 Spending
more time for
class,study,
business,etc. 15 15 15 30 0.500
C6 Building a
good memory 1 1 1 2 0.500
C7 Keeping in a
good shape 2 2 2 4 0.500
C8 Saving
money 13 13 13 0.519
C9 Good mood
(refresh/relax/
happy) 4 4 4 0.667
(continued )
Table I.
Implication matrix for the
fast food restaurant
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To
From n A1 A2 A3 A4 A5 A6 A7 A8 C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 C12 V1 V2 V3 V4 V5 V6
Out-
degree
Abstractness
ratio
C10 Keeping
good
relationships
with family/
friends 7 7 7 0.682
C11 Thinking
highly of myself 2 2 2 0.750
C12 Rewards-
good grade,job,
money,etc. 12 15 15 0.750
Value
V1 Belonging 7 0 1.000
V2 Success 15 0 1.000
V3 Economy 14 0 1.000
V4 Emotion 6 0 1.000
V5 Self-esteem 2 0 1.000
V6 Convenience24 0 1.000
In-degree 0 0 0 0 0 0 0 0 2 26 4 11 30 2 4 14 8 15 6 45 24 60 27 16 8 24
Table I.
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To:
From n A1 A2 A3 A4 A5 C1 C2 C3 C4 C5 C6 C7 C8 C9 V1 V2 V3 V4 V5 V6 V7
Out-
degree
Abstractness
ratio
Attribute
A1 Reasonable cost 14 4 13 2 1 2 1 3 12 38 0.000
A2 Good taste of food 18 1 11 1 9 9 4 1 2 4 15 1 1 59 0.000
A3 Friendly environment 17 13 2 10 8 4 8 12 7 0.000
A4 Menu variety 8 2 4 2 2 2 2 1 2 2 2 2 23 0.000
A5 High quality service 5 1 2 5 1 3 5 17 0.000
Consequences
C1 New experience 3 1 1 3 5 0.375
C2 Enjoyable experience with
family/friends 32 4 4 15 9 15 9 56 0.385
C3 Saving money 13 2 2 1 1 11 17 0.433
C4 Having health food 3 3 3 6 0.333
C5 Building a good memory13 4 13 17 0.500
C6 Well treated 4 4 4 0.556
C7 Good mood (refresh/relax/
happy) 25 24 24 0.593
C8 Keeping good
relationships with family/
friends 16 15 15 0.667
C9 Good for health 3 3 3 0.667
Value
V1 Family life 9 0 1.000
V2 Belonging 16 0 1.000
V3 Emotion 36 0 1.000
V4 Epistemic value 3 0 1.000
V5 Self-esteem 4 0 1.000
V6 Value seeking 12 0 1.000
V7 Healthy life 3 0 1.000
In-degree 0 0 0 0 0 3 35 13 3 17 5 35 30 6 19 45 83 6 9 23 9
Table II.
Implication matrix for the
casual dining restaurant
Attributes and
consumer values
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To:
From n A1 A2 A3 A4 A5 C1 C2 C3 C4 C5 C6 C7 C8 C9 V1 V2 V3 V4 V5
Out-
degree
Abstractness
ratio
Attribute
A1 Knowledgeable staff 3 1 2 2 2 2 9 0.000
A2 Quality food 18 5 2 4 4 3 8 4 4 12 3 3 52 0.000
A3 Exceptional service 22 5 1 2 10 12 3 3 15 9 8 68 0.000
A4 High quality dining environment27 9 2 1 3 3 1 15 6 6 21 3 3 73 0.000
A5 Variety menu 2 2 1 1 1 1 2 1 9 0.000
Consequences
C1 Enjoyable experience with family/
friends 22 6 12 12 10 40 0.355
C2 Food is more enjoyable 5 1 5 6 0.455
C3 Building a good memory 8 1 1 1 7 10 0.474
C4 New experience 9 2 3 6 11 0.476
C5 Well treated 10 1 1 9 11 0.476
C6 Reflecting my self-image to others3 3 3 0.500
C7 Good for health 4 4 4 0.500
C8 Good mood (refresh/relax/happy)37 1 37 38 0.558
C9 Keeping a good relationship with
family/friends 14 13 13 0.675
Value
V1 Belonging 14 0 1.000
V2 Emotion 51 0 1.000
V3 Epistemic value 6 0 1.000
V4 Self-esteem 12 0 1.000
V5 Quality life 16 0 1.000
In-degree 0 0 0 0 0 22 5 9 10 10 3 4 48 27 40 115 12 24 18
Table III.
Implication matrix for the
fine dining restaurant
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reflected in the original implication matrix, and the information presented in the HVM
should be useful for interpreting relationships.This suggests that there is a trade-off
between the parsimonious presentation of the linkages in the HVM and the goodness of
fit used to select meaningful relations (Bagozzi and Dabholkar, 1994; Pieters et al., 1995;
Reynolds and Gutman,1988).Based on the above criteria,two were selected as the
cutoff-levelfor all three restaurantsegments (see Table IV).The cutofflevelof 2
represented 80.6 percent of the active cells and 95.7 percent of the associations among
concepts for fast food restaurants.For casual dining restaurants,the cutoff level of 2
represented 78.8 percent of the active cells and 95.9 percent of the associations. In terms
of fine dining restaurants,the cutoff level of 2 represented 89.4 percent of the active
cells and 95.4 percent of the associations.
Figures 1-3 illustrate the HVMs for each restaurantsegment.The HVMs were
constructed based on the cutoff level of 2 and derived from data in Tables I-III, which
present all linkages among concepts that equaled or exceeded the chosen cutoff level.
As suggested by Goldenberg et al. (2000), concepts in the HVM were placed in order of
Figure 1.
Hierarchical value map for
the fast food restaurant
Attributes and
consumer values
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their abstractness ratio scores. Hence, the most abstract concepts (values) are located
the top,whereas the leastabstractconcepts (attributes)are atthe bottom ofthe
diagram.The numbers associated with each conceptreflectthe numberof times
respondents mentioned it during interviews.In the HVMs (Tables I-III),the circles on
the bottom representattributes;the boxes in the middle representconsequences
(benefits);and the hexagons on the top represent values.
4.3 HVM for fast food restaurants
Figure 1 shows the HVM for fast food restaurants.The most frequently mentioned
attribute was “prompt service.” The dominant concept associated with prompt service
was the value “convenience.” Prompt service was also related to “saving time,” the
most frequently mentioned consequence.This benefit was linked to “spending more
time on class,studying,business,etc,” which was linked to “rewards – good grades,
job, money, etc,” and finally to the value “success.” The benefit “saving time” was also
Figure 2.
Hierarchical value map for
the casual dining
restaurant
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connected to “enjoyable experiences with family and friends,” which was linked to
“maintaining good relationships with family and friends” and ultimately to the value
“belonging.”To reiterate,“promptservice”was relatedto three end-goals,
“convenience,”“success,”and “belonging,”in both directand indirectways.A
different set of relationships involving attributes, such as “convenient location,” “drive
thru service” and “long business hours,” showed the same linkages as “prompt service”
in terms of consequences and values. These attributes have a common benefit, “saving
time,” which is one of the most critical benefits customers can receive from dining at
fastfood restaurants.By saving time eating,customers can do other things they
consider more important,which are connected to their end goals.
The attribute “low prices” was linked to “saving money,” which ultimately led to
“economy” value.This suggested that customers pursuing economical lifestyles go to
fast food restaurants because they can save money.A set of relationships associated
with the attribute “menu variety” was subsequently linked to the benefits,“healthy
food,” “keeping in good shape,” and “thinking highly of myself,” which finally led to
Figure 3.
Hierarchical value map for
the fine dining restaurant
Attributes and
consumer values
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the value “self-esteem.” Another set of meanings involving “menu variety” referred to
the benefits of enjoyable experiences with family and friends and maintaining good
relationshipswith family and friends,which ultimatelyrelatedto the value
“belonging.” The attribute “menu variety” provides the opportunity for customers to
taste various menu items,which in turn makes them enjoy the food and have a good
dining experience with their family and friends.This resultsuggests thatvarious
menu items play a role in allowing customers to enjoy their meal and maintain a good
relationship with their significant others. Last, the attribute “friendly staff” was related
to “well-treated,” which then led to “good mood” and finally to the value “emotion.”
This finding reflects that customers consider emotional aspects important even in fast
food restaurants where convenience and efficiency are considered critical.The staff’s
friendly service was an important attribute that induced positive emotions.
4.4 HVM for casualdining restaurants
As shown in Figure 2,the mostfrequently mentioned attribute ofcasualdining
restaurants was “good taste.” The dominant set of relationships including “good taste”
led to the benefitof “enjoyable experiences with family and friends.” The benefit
“enjoyable experience with family and friends” was derived from several attributes and
was the mostfrequently mentioned consequence.This was linked to the benefitof
“maintaining good relationships with family and friends” and finally to the value
“belonging.” A differentsetof relationships involving “enjoyable experiences with
family and friends” was subsequently linked to the benefits “building good memories”
and “good mood,” and ultimately to the value “emotion.” In addition,this benefit was
directly related to the value “family life.” Even though the number of responses for
“friendly environment” was less than “good taste,” the attribute “friendly environment
had the same linkages as the attribute “good taste”. In sum, customers dining at casu
restaurants want to have good tasting food and enjoy that food in a friendly environme
with significant others,which induces positive emotions.
Restaurant segments
Cutoff
level
Number of
active cells
Percentage of
active cells
Number of
associations
Percentage of
associations
Fast food restaurant 1 72 100.0 326 100.0
2 58 80.6 312 95.7
3 39 54.2 274 84.1
4 29 40.3 244 74.9
5 20 27.8 208 63.8
Casual dining restaurant1 66 100.0 341 100.0
2 52 78.8 327 95.9
3 36 54.6 295 86.5
4 30 45.5 277 81.2
5 21 31.8 241 70.7
Fine dining restaurant 1 66 100.0 347 100.0
2 59 89.4 331 95.4
3 49 74.2 311 89.6
4 38 57.6 278 80.1
5 33 50.0 258 74.4
Table IV.
Number of active cells
and associations for
cutoff levels
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Many benefits and values stemmed from the attribute “menu variety.” The dominant
set of relationships associated with menu variety referred to the benefit of “enjoyable
experiences with family and friends,” which was linked to other benefits (e.g. maintaining
good relationships with family and friends,building good memories,and good mood)
and led to values such as “belonging,” “family life,” and “emotion.” This result reflects
that a varied menu selection is a critical attribute for customers to enjoy meals with their
family and friends.This in turn helps them maintain good relationships and elicits
positive emotions during the meal. The attribute “menu variety” also led to the benefit of
“healthy food.” This benefit was linked to “good for health” emphasizing nutritional
factors, which in turn led to the value “healthy life.” Here, people considered health itself
as a value they desire through the meal they have at a restaurant. Another set of linkages
including menu variety was related to “new experience” and ultimately led to “epistemic
value.” This result suggests that customers want to experience something new from
their dining experience at casual restaurants through varied menus. To this point, casual
restaurants play a role in satisfying customers’curiosity regarding new foods.
The attribute “reasonable cost” was linked to the benefit of “saving money.” This
benefit led to “value seeking” as an end goal.It was also linked to another benefit,
“enjoyable experiences with family and friends,” which then led to several benefits and
values as stated above. Lastly, the attribute “high quality service” subsequently led to
the benefit of “building a good memory” and “good mood,” which led to the “emotion”
value.A different set of relationshipsinvolving “high quality service”led to
“well-treated” and finally to the value “self-esteem.” Since casual restaurants provide
full table service, customers expect quality service, which makes them feel well-treated
and could enhance their self-esteem.
4.5 HVM for fine dining restaurants
Figure3 illustratesthe HVM for fine dining restaurants.The mostfrequently
mentioned attribute was “high quality dining environment,” which was directly linked
to the value“quality life.”While casualrestaurantscreatea more welcoming
environment,fine dining restaurantscreatean elegant,high-qualitydining
environment.Therefore,a high-quality dining environment is a unique attribute of
fine dining restaurants,and customers mightfeeltheirquality oflife quality is
heightened through dining experiences in an impressive atmosphere. The dominant set
of relationships including “high-quality dining environment” was related to the benefit
“enjoyable experiences with family and friends.” This benefit led to severalsets of
relationships, such as links to “good mood” and ultimately to the “emotion” value. This
benefit also led to “maintaining good relationships with family and friends” and finally
to the value “belonging.”Anotherset of linkages including “high-quality dining
environment” was related to the benefit of “new experience” which led to “epistemic”
value. It was also related to the benefit of “good mood” and finally to “emotion” value.
Further,the attribute “high-quality dining environment” led to the benefit of “food is
more enjoyable,” which in turn was linked to “emotion” value. The final set of benefits
associated with “high-quality dining environment” involved the benefit of “reflecting
my self-image to others”and led to “self-esteem”as the ultimate goal.In sum,
customers desire several end-goals through high-quality dining environments,which
reflects that a high-quality dining environment is one of the most important attributes
of fine dining restaurants.
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The attribute “exceptional service” was directly related to the value “quality life.” Ju
as high-quality dining environment linked to “quality life,” exceptional service also play
an important role in customers’quality of life.This attribute was also linked to the
benefit of “enjoyable experiences with family and friends,” which subsequently led to
“good mood” and “emotion” value. It was also linked to the benefit of “maintaining go
relationships with family and friends” and finally to the value “belonging.” Another set
of relationships involving “exceptionalservice” led to the benefit of “building a good
memory,” which led to “emotion” value.It also subsequently led to the benefitof
“maintaining good relationships with family and friends” and the end goal “belonging.”
The finalsetof benefits related to “exceptionalservice” was linked to the benefit
“well-treated,” which then led to “self-esteem” as the final goal. Since service is provid
by well-trained service personnel, there is an interpersonal relationship involved betwe
the customer and service employee. Accordingly, when customers are well treated by
service staff they could have higher self-esteem.
The attribute “quality food” also led to several sets of benefits that induced desired
values.The dominant set of relationships associated with “quality food” was linked to
the benefit of “enjoyable experiences with family and friends”, and ultimately led to go
such as “emotion” value and “belonging” value.Another setof linkages involving
“quality food” led to the benefit of “building good memories,” which directly led to
“emotion” value.“Quality food” also subsequently induced the benefit of “maintaining
good relationships with family and friends” and the value “belonging.” Tasting good
food is one primary purpose of dining at fine dining restaurants,thus the attribute
“quality food” has several benefits and end-goals.The findings suggest that customers
visiting fine dining restaurants want to have pleasant dining experiences with their
significant others and feel good during the meal by having quality food. In addition, the
attribute “quality food” was associated with the benefitof “new experience,” which
directly linked to “epistemic” value.The finalset of relationships involving “quality
food” led to the benefit “good for health” and ultimately led to the value “quality life.”
Customers might think quality food contains quality ingredients that are healthy. Thus
they consider well-being through healthy food as reflecting a high quality of life.
The attribute “knowledgeable staff” was linked to the benefit of “new experiences,”
which directly related to the end goal “epistemic” value. Customers visiting fine dining
restaurants want to have new experiences through, not only the food itself, but also th
staff’s explanations ofthe food.It also led to another benefit,“good mood,” and
ultimately the value “emotion.” Finally,the set of relationships emerging from these
benefits led to “enjoyable experiences with family and friends,” which was linked to
“maintaining good relationships” and the value “belonging.”
5. Discussion and conclusion
5.1 Discussion
The primary purpose of this study was to identify the ultimate goals customers hope to
achievewhen they dineat restaurants,specifically atthreedifferentrestaurant
segments: fast food,casual dining and fine dining. The underlying assumption of this
study is thatcustomers’purposes for dining differ for each restaurantsegmentin
terms of restaurant attributes. Thus, this study provided attributes for each restaurant
segment, which were then used as the bases for determining the benefits and values t
respondents pursue from their dining experiences.
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In terms of fast food restaurants,the mostfrequently mentioned valuewas
“convenience,” which was derived from several attributes.This finding indicated that
convenience is the mostdesired value for customers visiting fastfood restaurants.
Further,when choosing a restaurant,customers who pursue convenience consider
convenience-related attributes such as convenientlocation,drive thru service,long
business hours, prompt service, and take-out service. Additionally, the dominant benefit
that stems from the above attributes is saving time, which is ultimately connected to the
“success” value. That is, many customers who visit fast food restaurants are concerned
with time in their day-to-day lives and hope to achieve success as an end goalby
spending extra time for studying or on business related activities.
Another value fast food restaurant diners considered important was “economy.”
According to Zeithaml (1988),some people consider the value derived from a product
or service based on low price, which is one of the value dimensions. This suggests that,
regardless ofthe quality for the money paid,low price itselfcan be a value that
consumersdesirein a consumption situation.One benefitof visiting fastfood
restaurantsis saving money becausefood prices,in general,are relatively low
compared to other types of restaurants, such as casual or fine dining restaurants. Low
food prices are a substantialcharacteristic offast food restaurants.This finding
suggests that customers who desire economical lifestyles consider the low prices of fast
food restaurants an importantattribute.The attribute “menu variety” appealed to
customerswho enjoy spending timewith family membersand friends.Those
customers wanted to make their family or friends happy by tasting various food items,
which finally connected to “belonging” value.People’s desire to belong to one or more
specific socialgroups through interrelationships with their significant others is one
type of social value (Sheth et al., 1991; Sweeney and Soutar, 2001).Some people might
achieve another goal by maintaining relationships others, but this study suggests that
belonging to a specific group in itself can be a significant value that people want from a
dining experience.Last,customers who desire emotionalvalue considered friendly
staff a substantial attribute.This result indicates that even though the representative
characteristics of fast food restaurants are convenience and efficiency, customers hope
dining experiences promote a good mood, even at fast food restaurants. The interaction
between service providers and customers also influenced customers’emotions.This
result is supported by the notion that people acquire emotional value when they are
associated with specific feelings through a certain experience (Sheth etal.,1991;
Sweeney and Soutar,2001).Productsand servicesare usually associated with
emotionalresponses.Accordingly,customers pursue emotionalvalue through the
dining staff’s service.In sum,the findings of this study verified that convenience and
efficiency are the mostimportantaspects (Bonjanic,2007;Gilbertet al.,2004),but
customers also pursue emotional value when dining out at fast food restaurants.
In casual dining restaurants, the dominant value was emotion value, which reflects
thatcustomers who visitcasualdining restaurants wantto feelhappy or relaxed
during the meal. As shown in Figure 2, the “emotion” value was derived from all given
attributes in an indirect way through several different benefits.The most frequently
mentioned benefit of pursuing emotional value was “enjoyable experiences with family
and friends,” which in turn was linked to other benefits and values as well. One value
derived from “enjoyable experiences with family and friends” is “belonging.” This
finding indicates that customers who consider “belonging” an important value want to
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maintain good relationshipswith family and friendsthrough sharing enjoyable
experiences. Another value derived from the benefit of “enjoyable time with family and
friends” was the “family life” value,which suggests thatcustomers who consider
family valuable hope to spend time with their family members through dining-out at
casual dining restaurants. On the other hand, customers who desire “value seeking” in
casualdining restaurants regarded reasonable costas an essentialattribute.This
finding suggests that customers seeking value pursue good quality food and service at
a reasonable price. In the value dimensions suggested by Zeithaml (1988), some peop
consider value as the quality for the price paid.This reflects that people evaluate the
value based on relative price for the quality of products or services rather than absolut
price.Overall,customersvisiting casualdining restaurantspursuehedonicor
emotionalaspects through the relaxed and welcoming dining environment (Morgan,
1993),which are the mostimportantvalues forcustomers dining outat casual
restaurants.Customersalso considervaluefor the money important,reflecting
utilitarian values.This does not merely reflect “economy” value in terms of the low
food prices associated with fast food restaurants, but alludes to the quality of foods an
services for the money.Accordingly,“value seeking” in casualdining restaurants is
different from “economy” value in fast food restaurants.
Finally,the dominant value associated with fine dining restaurants was emotional
value,which wasderived from severalattributesand theirbenefits.The most
frequently mentioned attributesfor emotionalvalue were “high-quality dining
environment,” as well as “exceptional service”,“quality food”,“knowledgeable staff”
and “menu variety”.Through thosedining attributescustomerswho valuethe
emotional aspects of the fine dining experience are able to spend time with their famil
and friends and enjoy food and a good mood,which finally elicits emotionalvalue.
Additionally,customers who want to have enjoyable times with friends considered
maintaining good relationships a criticalfactor,which was ultimately connected to
“belonging” value.The “quality life” value differentiates fine dining restaurants from
the other segments,which suggests that customers visiting fine dining restaurants
hope to enhance their lives through dining experiences at up-scale restaurants.This
value was directly associated with exceptionalservice and a high-quality dining
environment and indirectly related to quality food. Oliver (1999) postulated that in the
value-related concept,cost-based value is a basic level,quality-based value is an
intermediate level,and extended value,including “quality of life,” is a higher level.In
this respect,this study suggests thatcustomers dining atfine dining restaurants
pursue higher levels of value through the dining experience. Exceptional service and a
high-quality dining environmentwerelinked to the“self-esteem”value aswell.
Whereas“qualitylife” refers to overallquality of life, includingwell-being,
“self-esteem” is a more otheroriented concept(Holbrook,1999).The reason that
self-esteem is other oriented is thatself-esteem is usually enhanced by impressing
others.When people are treated with exceptionalservice in a high-quality dining
atmosphere,they might feelthey are building a good image or reputation,which in
turn enhances their self-respect(Holbrook,1999).However,these two values were
somewhat similar in terms of achieving self-confidence by enhancing quality of life or
self-esteem through the higher quality service and dining environments of fine dining
restaurants.Finally,customers visiting fine dining restaurants seek new experiences
or knowledge from their dining experiences,which was connected to the “epistemic
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value”.Epistemic value is created when goods or services arouse curiosity,provide
novelty and/or satisfy a desire for knowledge (Sheth et al., 1991; Williams and Soutar,
2009).In general,fun and enjoymentthroughtasty foods or quality dining
environments have been considered attributes reflecting the hedonic aspects of dining
out (Park,2004).But customers visiting fine dining restaurants also want to satisfy
their curiosity through dining experiences,which could be another hedonic aspect.
Considering that food trends and dining traditions are usually generated by fine dining
restaurants ( Johnson,1996),it seems naturalthattheir customers desire new and
unique dining experiences that differ from the relatively typical services provided by
fast food and casual dining restaurants.
5.2 Theoreticalimplications
This study contributes to the body of knowledge regarding consumer-dining values at
each restaurant segment. The most significant implication of the current study is that
it attempted to identify underlying “consumer dining values” by using a means-end
chain.While previous studies on dining values have considered some values and
examined the outcome variables influenced by those values,this study uncovered
consumer dining values rooted in attributes and their consequences (benefits) to reveal
a more holistic picture of consumer dining values – what customers actually desire
when they visiteach restaurantsegment.This study utilized a means-end chain
method to identify which restaurant attributes are connected to the benefits and final
values customers pursue,and suggest hidden values customers actually desire from
restaurantattributes.Accordingly,this study found the abstractvalues based on
concrete attributes in restaurant settings,which is a unique contribution of the study.
Further,this study found three common values,“self-esteem,” “belonging” and
“emotion,” across all three restaurant segments.However,the attributes connected to
thoseend-valuesdiffer somewhatacrossrestaurantsegments.In other words,
customers achieve those values through different attributes when they dine out at each
restaurant segment.This finding reflects that ultimately,regardless of the restaurant
segment,a restaurant is a place where people can enhance their self-esteem through
quality food and service,build good relationships with significant others by enjoying
meals,and relax and be in a good mood.Accordingly,this study suggests that the
common role of allrestaurants is to satisfy customers’desired goals and end-values
through the dining experience.
5.3 Managerialimplications
The current study has some managerial implications for restaurant operators in each
restaurant segment as well. Overall, this study suggests that restaurant operators need
to focus more on customers’desired end goals in each restaurant segment.It appears
that many attributes are provided by restaurants,regardless of a customer’s primary
purpose for visiting a specific restaurant. This reflects that attributes are “pull factors”
that encourage customers to visit a restaurant. However, an individual’s behaviors are
also influenced by specific motivations.That is,an individual’s own internalforces
persuade him or her to engage in specific behaviors. In this way internal forces can be
viewed as “push factors.” This push factor is a customer’s reason for dining at a certain
restaurantand/orthe finalvalue the customerhopes to achieve from the dining
experience.While the pull factor(attributes)is from the restaurantoperator’s
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perspective, the push factor (value/end-goal) is from the customer’s point-of-view. Eve
though restaurant operators consider attributes important, if customers cannot achiev
their desired ends from those attributes the efforts may be useless.Therefore,the
underlying consumer values stems from attributes and their benefits found in this
study would be very helpful to understand what customers really want from the dining
experienceand then develop marketing strategies,such as advertisementsor
promotions.
More specifically, customers visiting fast food restaurants were most concerned with
convenience,which wasconnected to mostof the given attributesof fast food
restaurants,such aspromptservice,convenientlocation,drive-thru service,long
business hours, and take-out service. Further, convenience-related attributes appealed
customers who hope to succeed in their studies or business, suggesting that saving tim
is a criticalbenefitof dining-outat fast food restaurants.Therefore,fast food
restaurateursneed to keep up thegood work in providing theseattributesand
emphasizing the benefit of time saving to achieve the end goalof success.Fast food
restaurant operations should be aware of their target customers and provide appropria
promotions.For example,fast food restaurantsaroundcampuscould provide
promotions during mid-term or final exam periods,which would appeal to students.
Anotherpointfast food restaurateurs should consider is low food prices.The
findingsindicatedthat customersdesiringeconomicallifestylesare the most
concerned with saving money,so they tend to consider relatively low food prices a
substantialattribute.However,another interesting finding was that customers still
want to experience a good mood via interactions with service providers,even at fast
food restaurants.For fast food restaurants that consider prompt service a priority,it
mightbe easy to ignore friendliness.However,as suggested by the results of this
study, fast food restaurateurs should not overlook friendly service. They need to train
service providers to maintain good relationships with customers.
The findings of the current study provide some tips for casualdining restaurant
operators as well.Casualdining restaurateurs need to focus more on creating a
pleasantmood through theattributesprovided by casualrestaurants.Another
importantconsumer value in casualdining restaurants was related to family and
friends.Accordingly,casualrestaurateurs need to provide attributes such as menu
variety,friendly service,and good tasting food in a way that is family and/or kid
friendly and creates a warm and welcoming environment so that customers can enjoy
their time with family or friends.For instance,casualrestaurantoperators could
provide special menu items for family gatherings or a family room for customers to
celebrate special occasions.This would appeal to customers who are concerned with
their personalrelationshipswith otherswhen they dine-out.Casualrestaurant
operators also need to provide good quality of food and service for a reasonable price
order to satisfy value seekers.That is,the quality of foods and services should be
above a certain standard, at least better than fast food restaurants, but the food shoul
not cost as much as at fine dining restaurants.
Similar to casual dining restaurants, most of the attributes provided by fine dining
restaurants appealed to customers who consider emotions an important value.They
also want to have an enjoyable time with their significant others in order to maintain
good relationships with them.To this point,fine dining restaurateurs need to pay
attention to customers’emotions and make an effort to help customers enjoy social
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activities during meals by creating a good mood through high quality foods,services,
and dining environments.In addition,fine-dining restaurateurs should be aware that
dining experiences can heighten a customer’s quality-of-life and enhance his or her
self-esteem. That is, customers visiting fine dining restaurants seek something beyond
just eating. Thus, restaurant operators need to provide high quality foods, exceptional
service,and high-quality dining environments,which should be explicitly high-end
and distinctfrom thoseprovided by otherrestaurantsegments.For example,
fine-dining restaurants could emphasize rare ingredients used in their foods on the
menu and develop creativesignature menu itemsto provide a unique culinary
experience. Managers should also hire experienced and well-trained servers for higher
quality service.
5.4 Limitations and future study
In spite of theseimportantimplications,the currentstudy wasnot free from
limitations.The sample for this study included undergraduate students,graduate
students, faculty and staff at one mid-western university in the US. These results may
reflect the specific nature of the university. Therefore, the findings of this study should
be interpreted with caution in terms of generalizing the results to all customers in the
US. Nevertheless, it is believed that this study explored the dining values of restaurant
customers of different segments in a holistic way.
This study examined customers’end goals through attributes and consequences
regardless of their reason for dining out at each restaurant segment. When considering
the distinctattributes ofeach restaurantsegment,it would also be interesting to
investigate how customers’dining values differ depending on their reason for dining
out.It would provide usefulinformation to restaurantoperators in terms ofmore
specific positioning ofthe restaurant.Also, consumervalues are associated with
satisfaction or behavioral intentions (Babin et al.,1994;Jones et al.,2006;McDougall
and Levesque, 2000), thus whether the organization’s performance satisfies customers’
desired end-goals is important.In this respect,future studies need to examine what
efforts service organizations actually make to satisfy consumer values and how the
positive relationship between an organization’s performance and consumer values
influences customers’future consumption behaviors. Finally, an individual’s behavior
is influenced by the situation he or she is in.Thus,the consequences and values
determining consumer behaviors could vary depending on the situation (Gutman,
1982). To this point, examining how values differ in each restaurant segment according
to an individual’s specific situation, such as special occasions, would be an interesting
topic for future study.
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Corresponding author
SooCheong (Shawn) Jang can be contacted at:[e-mail]
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