Assessing the Role of Restaurant Menu Attributes on Customer Satisfaction and Behavioral Intentions

Abstract

Purpose- The purpose of this research paper was to explore various attributes of menu influencing customer satisfaction and behavioral intention.

Design/methodology/approach- A self-administered questionnaire was developed and filled by respondents who had dining experience in casual and fine dining restaurants. A total of 600 valid surveys were collected. Descriptive statistics were used to summarize the demographic information. Further, factor analysis, structural equation modeling was used to analyze the data.

Findings- Based on the results of exploratory factor analysis, menu design, font style, menu item position, ambiguous food names, product information and electronic menu were main attributes of restaurant menu. Furthermore, structural equation modeling confirms that ambiguous food names have most significant influence on customer satisfaction and behavioral intentions.

Practical implications- Restaurants can leverage the insights of this research to strategically design and name their food items on menus. Offering dishes with ambiguous names can spark customers’ interest and boost them to inquire about flavors and ingredients, fostering satisfaction and engagement.