What are the current factors affecting consumer selection criteria in formal full service restaurants in Port Elizabeth, South Africa ?

• Main Authors: Oswald Mhlanga, Dr. Tembi Maloney Tichaawa
• Format: Article
• Language: English
• Published: AfricaJournals 2016-02-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: formal full-service restaurants; statistical analysis; factor analysis; consumer selection; South Africa
• Online Access: http://www.ajhtl.com/uploads/7/1/6/3/7163688/2016_article_10_vol_5__2_.pdf

The main objective of this study was to determine the factors that affect consumer selection criteria in formal full-service restaurants. The study is based on primary data collected from respondents with the help of structured questionnaires. The questionnaires were administered at selected formal fullservice restaurants in Port Elizabeth. In total, 400 valid responses were included in the statistical analysis. In order to meet the study goals,factor analysis was conducted.Such analysis considered various impact related variables as convenience, to relax, been there before, celebration, business need, social occasion, quality food, good service, good ambience, quietness and recommendations on selection of formal full-service restaurants.The Statistical Package of Social Sciences (SPSS) software was used to analyse the data. The empirical results show that good service, quality of food, recommendations by others and good ambience, mostly influence the selection of formal full-service restaurants. The study is important as it offers views on current consumer preferences and behaviour toward restaurant selection. From a managerial perspective, the study also provides information on how restaurateurs can capture, segment and communicate with consumers and meet consumer’s desire.