Harris Butt
SCD 250 Dining Management
Library Assignment
7/11/17
Fine-Dining Restaurant Selection: Direct and
Moderating Effects of Customer Attributes

The success of a restaurant establishment is directly related to the number of customers you serve. For the customers to enter your doors, you need to pass them an appealing message. The purpose of this research study was to figure out how to properly use a marketing strategy towards age, gender and dining frequency in order to select the right employees that attract and target more customers. There are several strategies to make customers come back more often. Your message must match the wants and desires of the customers you want to attract. Your greatest success and prosperity in business will come from your ability to create your own breakthrough. Most restaurant owner's work with a mindset that assumes success comes from one small step at a time. This is very unfortunate because with this mindset, it will take years to accomplish your goals for your business. This research study helps prepare and mold your business that will stand the test of time.
Three hypotheses were used to conduct this study. The first one was, " The importance level of key fine-dining restaurant attributes will vary by gender. The second one was, " The importance level of key fine-dining restaurant attributes will vary by age. The third hypothesis was, "T he impo rtance level of key fine-dining restaurant attributes will vary by fine-dining frequency . In order for the message to be appealing and drive customers to your restaurant, you must define your target market. An appealing message for an eighteen year-old college student is the same for a 63-year-old man looking into retirement. You may have more than one target market. If you run a Mexican restaurant in Brooklyn, New york , your cus tomers can vary from big families, youngsters, some of your own friends. In this case, you must segment them. In this article, three variables were used in order to test the hypothesis , g ender, age an d frequency. After gathering all the information for a survey methodology, the number of males who filled out surveys to be selected to work in a restaurant was 51.4 percent. For females, the number was 48.6%.
According to the Fine Dining and Restaurant Selection article, i f you get the four P's of marketing right, which is, product, price, place and promotion, together with great food and service, your restaurant will be packed everyday. In order for your restaurant marketing plan to work you need to find what consumers want. To gather this information, you need to observe a nd listen to them. In the article , researchers took six factors and found out what their total variance percentage was. The promotion factor showed the greatest variance percentage. This proves that promoting and advertising your business in the media is very important. The owner needs to find out the best communication channels for him or her to advertise their restaurant. The research also showed that gender interaction plays a role on setting performance. Females have a higher dining frequency then men. This proves that having greater amount of women than men workers are better for restaurant attributes. Women are also better decision makers for restaurant than male employe es. All these resources used in the study-helped researchers and future restaurant owners max imize their business potential to serve guests efficiently. The information I found most important in the article is that price/value and quality expectation factor plays the biggest role when choosing what fine dining restaurant a customer wants to attend. Sending a great message through famous media outlets is also very important. Advertising your restaurant will be the igniter for you to get the most customers.

















Work Cited
Journal of Foodservice Business Research, Copyright Taylor and Francis Group, DOI: 10.1080/15378020.2011.594388. https://foodethics.univie.ac.at/fileadmin/user_upload/p_foodethik/Ottenbacher__M._et.al._2011__Direct_and_moderating_effects_of_customer_attributes_on_fine_dining_restaurant_choice__.pdf
Harrington, Robert. Ottenbacher, Michael. Way, Kelly. GSR Choice: Key Restaurant Attributes and The Role of Gender, Age and Dining Frequency. July 31,2010. University Of Massachusetts.
Yen Nee Ng. A Study Of Customer Satisfaction, Endorsement in University Dining Facilities. Oklahoma State University. July 5, 2005 https://pdfs.semanticscholar.org/9c98/a1578a7c10e7fb865b9e1e009bd55bbc530f.pdf