Selection criteria of customers of Chinese restaurants and their dining habits

Abstract

The present study investigates the selection criteria used by restaurant customers in India while choosing Chinese restaurant for dining and also to understand their contemporary dining habits. Structured questionnaire was used to collect the data from the respondents. Respondents were selected using the convenience sampling approach. The study used descriptive statistics and exploratory factor analysis to interpret the data. The results of the study would assist the Chinese restaurant marketers to understand the important restaurant attributesfrom the customer's perspective. It would also help to formulate required marketing and operational strategies incorporating food quality, service quality, customer relationship practices and promotional offers, so that the restaurant can stay competitive in the market by better meeting the needs and expectations of the customers. This study was an attempt to examine the Chinese restaurant consumer behaviour in the Indian context, particularly from the Chennai City. The research also provided vital information and insights for the researchers, academicians and the practitioners in the restaurant industry.