Foodservice Consumer Choice and Service Strategies

3438 Words14 Pages
2011 International Conference on Innovation, Management and Service IPEDR vol.14(2011) © (2011) IACSIT Press, Singapore

Identifying the Dimensions of Customer Preference in the Foodservice Industry
Assoc. Prof. Dr. Firdaus Abdullah1, Abg Zainoren Abg Abdurahman², Prof. Dr. Jamil Hamali³
¹²³Universiti Teknologi MARA, Malaysia

Abstract. Foodservice industry management must place a high priority on understanding the growing markets. This fast growing industry has a huge influence on the global economy, however it is greatly affected by customers’ ever-changing preferences. It is essential for managers to gain and sustain strategic advantage in the highly competitive industry, however to become and remain competitive in this industry
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Preference can be notably modified by decision-making processes, such as choices (Brehm, 1956; Sharot, De Martino, & Dolan, 2009), even in an unconscious way (see Coppin, Delplanque, Cayeux, Porcherot, & Sander, 2010). Parasuraman et al., (1988) define reliability as the "ability to perform the promised service dependably and accurately". Service excellence contributes to customer satisfaction which includes friendly, polite and helpful staff, attentive staff, staff greeting customers and staff being willing to serve (Kivela et al., 2000). Wansink et al., (2005) proposed that the name of a food provides a clue as to what might be expected from the taste of the food. Favourably descriptive menu names can increase sensory perceptions of appearance and taste just as they have been shown to influence food sales, foodservice attitudes, and repurchase intentions. Past work has shown descriptive names improved sales and improved expectations related to the food and the foodservice establishment (Wansink et al., 2001). Various scholars have indicated Price as customer preference and promotions such as new products for limited time periods were run with the purpose of fuelling sales and increasing the frequency of visits. Consuegra et al., (2007) indicated that perceived price fairness influences customer satisfaction and loyalty. However, customer satisfaction and loyalty are two important antecedents of price acceptance. Meanwhile, Iglesias and Guillen (2004), concurred that
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