H.G. Parsa, Amy Gregory, John. T. Self, Kirti Dutta
October 2012 - March 2013
CONSUMER BEHAVIOUR IN RESTAURANTS: ASS-ESSING THE IMPORTANCE OF RESTAURANT ATTRIBUTES IN CONSUMER PATRONAGE AND WILLINGNESS TO PAY
The purpose of the paper is to explore the relationship between restaurant attributes and consumers’ willingness to patronize. Current research shows that the most common factors affecting restaurant guests while making this decision are: food quality, service quality and overall restaurant environment. The present paper explores these three factors and their affect on consumers’ willingness to pay and their willingness to patronize when these factors are modified from low to high and vice versa.