Marketing Determinants of Customers' Attitudes Towards Selecting a Restaurant‪.‬

ABSTRACT This study examines the marketing determinants of customers' attitudes towards selecting a restaurant either for leisure or for business. Various factors such as service, product, location, physical, promotion, price, and image attributes were rated and analyzed on importance. The study utilizes a self-administered questionnaire containing close-ended questions to a random sample of people (usable 556 surveys). The questionnaire consisted of 7-point bi-polar type scales about different attributes. Factor analysis and paired t-tests were performed and means were determined. The findings of this exploratory study supports that customers find food quality, ambience factors, image, and friendly staff important in selecting a fine dining restaurant. The business sector wants availability of rooms for special functions, seminars, and banquets, while the leisure segment wants discounts, buffets, and prices less than $30 a person.