Consumers' attitudes of fast food restaurants in hotels
The purpose of this study was to examine consumers' expectations regarding food, service, and amenities provided by on-site fast food restaurants in hotels. In relation to this, the study investigated several sub-issues which were consumers' attitudes combined with expectations concerning fast food restaurants in hotels, the consumers' preferred attributes of these restaurants and the factors that impact consumer attitudes, the correlation between consumers' expectations of these restaurants and the performance the restaurant provides for consumers, and the influence of consumers' expectations and restaurant performance on consumer satisfaction; Data for the study were collected from 324 customers at in-hotel fast food restaurants in Las Vegas. The survey was conducted at three McDonald's which are located at Barbary Coast, Circus Circus, and Fitzgeralds and Burger King which is at Riviera hotel from April 27 through May 12 of 1993; The results of data analysis show that customers of in-hotel fast food restaurants were mostly satisfied with food, service, and amenities provided by these fast food restaurants. Especially, features such as "appropriate temperature of the food," "employees' greeting you with a smile," and "quiet eating atmosphere" had a great influence on customer satisfaction. The main attributes of customers' expectations of in-hotel fast food restaurants were "cleanliness," "neatness of establishment," "convenience of location," "comfortable room temperature," and "availability of food on the menu" by utilizing importance-performance analysis technique. Among these five attributes the attribute "convenience of location" was the most satisfactory factor to customers because of low expectation and high performance. The best attributes of these restaurants performance were "neatness of establishment," "cleanliness," and "convenience of location." Whereas, the worst attribute was "quiet eating atmosphere."; The findings of the study will help fast food operators to understand customers' expectation of in-hotel fast food restaurants and to develop their marketing strategy which will be focused on making their products and advertisements consistent with customers' perceived expectations of the restaurants.
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