An Examination of Customer Value in Restaurant Dining Consumption

This report provides an analysis of customer value within the restaurant industry, examining dining consumption across fast food, casual dining, and fine dining segments. It explores the relationship between restaurant attributes and customer satisfaction, highlighting common themes such as the drivers of perceived value. The report delves into both economic and psychological perspectives of consumer value, discussing factors like food and service quality, hedonic value, and the influence of health and local ingredients. Study limitations are identified, including reliance on memory in surveys and the need for more comprehensive models. The report suggests future research directions, such as utilizing common samples, conducting longitudinal studies, and incorporating additional variables like brand trustworthiness and social media influence. This report provides a comprehensive overview of the factors influencing customer behavior and value perception in the restaurant sector.

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Contents
Brief summary.......................................................................................................................................2
Common themes....................................................................................................................................2
Different themes....................................................................................................................................2
Study limitations....................................................................................................................................3
Future research directions......................................................................................................................4
References.............................................................................................................................................5

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Brief summary
The consumer value is a acute concept for a better consideration of customer behaviour. The
consumer value can be evaluated in 3 various restaurant sections like fast food, casual dining,
and fine dining restaurants. Customer satisfaction has great role in the dining consumption in
the restaurant. There is an association between restaurant attributes and customer purchase or
restaurant satisfaction. Add on, the effects of the restaurant segments performance of each
customer value on the important customer aspects have been inspected.
Common themes
This report has undertaken four articles focusing on dining consumption in a restaurant.
There is one common thing found among all the articles are drivers of the perceived value
and dining consumption in a restaurant. The articles found out that customer behaviours can
be better understood concluded the investigation of the value of the precise products and
services. The consumer value is considered one of the most significant interpreters of
customer satisfaction and ingesting behaviours. The consumer value can be understood in
two perspectives, economic perspective, and psychological perspective. In terms of the
economic perspective, consumer value states to the matter between getting and offer. The get
comprises the quality of the product or service and gives states to what consumption
behaviour costs to the consumers. On the other side, psychological aspect focuses affection
and spirits convoluted in procurement and consumption habits. It is assumed to be linked
with the impact of emotions on product/services choices.
Different themes
According to Ha and Jang, 2012, consumer value is must to comprehend consumer
behaviour. It offers information concerning consumer’s anticipated end goals in the
consumption circumstances. The consumer values can be used as a base of developing
marketing strategies like market segmentation or positioning. The consumer value is even
deliberated as a significant analyst of customer gratification and post-consumption
behaviours. The dining at a restaurant enables consumers to anticipate a specific level of food
and service quality then experiencing meals at home. The customers are likely to seek
empirical values when they dine out at a restaurant. As per the attribute value theory, the

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customers determine value-based present attributes and how significant these attributes are in
attaining a person’s end goal.
As per the opinions of Hsu, Hsiao, and Tsai, 2018, several factors affect while choosing a
good dining restaurant comprising food excellence, service excellence, hedonic value, and
food safety. The fine-dining restaurants inspire customers to pay an exceptional for the fine
dining. It has been realized that the upscale restaurants make comparatively high utility and
satisfy to the exceedingly precise needs from the behavioural economics viewpoint. The
health and local ingredients have shifted the demands on the restaurants from nature of food
to the safety. When it comes to the decision of the customers regarding dining experience
then a dimension of the association between commodity and value are deliberated as high
prices satisfy the specific requirements.
As per the views of Sabir, et al. 2014, customer satisfaction has an essential role in the
accomplishment of the fine dining restaurant. The needs of the restaurants are not only to
recall existing customers but to develop customer’s base substantially. The aim of this article
is to build all-inclusive ideal of customer satisfaction in the fast mounting restaurant industry.
The factors have been investigated which have substantial influence on customer gratification
in the restaurant and food industry.
According to Jin, Lee, Slocum, and Merkebu, 2018, the drivers of the apparent value and
healthy food ingesting influence the quality and non-quality cues. As per this article, food
quality is a vital constituent of the consumer experience in the restaurant division. The
customers are also becoming aware of the food being consumed. The service quality has
concerned with the quality and excellence of delivery. Add on, the environmental factors
have been abstracted as interior décor, spatial layouts, artefacts, and ambient conditions
which promotes consumer pleasure.
Study limitations
The study directed by Ha and Jang, 2012 is based on the web-based survey for the data
assortment which reflects that respondents had to rely on the instances of the dining practices
to retort to the survey questions. The dependence on the individual’s memory about
reminding instances can cause a bias.

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The study undertaken by Hsu, Hsiao, and Tsai, 2018, behavior economics model was simple
to utilise but restricted various limitations. The model was restricted to the populations of the
same characteristics. The model does not comprise all the latent aspects, just critical aspects
were choosing and some were even removed (Kang, Jun, and Arendt, 2015).
Sabir, et al. 2014 found that there are limitation and requirement of advance detailed learning
in the article. Other than the discussion of four variables in the article, there is need of
discussing some other variables which can power the customer satisfaction.
The study undertaken by Jin, Lee, Slocum, and Merkebu, 2018 found the limitation in the
research. It is not comprehensive of all the quality and non-quality influences of the
restaurants distressing to the insights of value. It is advisable to test the factors such as social
media, word of mouth and in-restaurant information (Seguin, Aggarwal, Vermeylen, and
Drewnowski, 2016).
Future research directions
It is desired that future studies utilise a common sample in order to equate the outcomes with
the outcomes of the study. The customer’s value can also vary over time so it is suggested to
conduct similar studies on a consistent basis. When it comes to the second article, design
parameters are required to extend under the 5 main functions to appropriately define the need
of the customers (An, 2016). Add on, the behavioral economics model can also be
implemented to another type of restaurants for evaluating the differences in the perception of
the customers. In the third article, an additional assumption can also be deliberated that is
primary reason of the customers going to the restaurants for meal, social meetings or as a sign
of their esteem and social status (Garza, Ding, Owensby, and Zizza, 2016). Finally, the fourth
article could also inspect the protagonist of brand trustworthiness as a mediator between
forecasters of apparent value and concrete customer’s devotion in the restaurant’s segment.

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References
An, R., 2016. Fast-food and full-service restaurant consumption and daily energy and nutrient
intakes in US adults. European Journal of Clinical Nutrition, 70(1), p.97.
Garza, K.B., Ding, M., Owensby, J.K. and Zizza, C.A., 2016. Impulsivity and fast-food
consumption: a cross-sectional study among working adults. Journal of the Academy of
Nutrition and Dietetics, 116(1), pp.61-68.
Ha, J. and Jang, S., 2012. Consumer dining value: does it vary across different restaurant
segments?. Journal of Foodservice Business Research, 15(2), pp.123-142.
http://sci-hub.tw/https://www.tandfonline.com/doi/abs/10.1080/15378020.2012.677378
Hsu, S.H., Hsiao, C.F. and Tsai, S.B., 2018. Constructing a consumption model of fine dining
from the perspective of behavioral economics. PloS one, 13(4), p.e0194886.
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0194886
Jin, N., Lee, S.M., Slocum, S.L. and Merkebu, J., 2018. Examining the healthy food
consumption in full-service restaurants: quality or non-quality cues?. Journal of foodservice
business research, 21(4), pp.394-419.
https://sci-hub.tw/10.1080/15378020.2018.1432923
Kang, J., Jun, J. and Arendt, S.W., 2015. Understanding customers’ healthy food choices at
casual dining restaurants: Using the Value–Attitude–Behavior model. International Journal
of Hospitality Management, 48, pp.12-21.
Sabir, R.I., Irfan, M., Akhtar, N., Pervez, M.A. and ur Rehman, A., 2014. Customer
satisfaction in the restaurant industry; examining the model in local industry
perspective. Journal of Asian Business Strategy, 4(1), p.18.
https://pdfs.semanticscholar.org/c8ff/03b7ebca5575ce0b2569450ad081d177c1b7.pdf
Seguin, R.A., Aggarwal, A., Vermeylen, F. and Drewnowski, A., 2016. Consumption
frequency of foods away from home linked with higher body mass index and lower fruit and
vegetable intake among adults: a cross-sectional study. Journal of environmental and public
health, 2016.

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