Great Expectations for Fine Dining: Lessons for Small Business Resturateurs

Authors

  • Joe Singer University of Missouri - Kansas City
  • Raj Arora University of Missouri - Kansas City

Abstract

As the 21st century unfolds, our work and our leisure  will be changed by our growing sense of individualism and spiritualism. Experts say consumers in the new millennium will overturn much of what  we know about target marketing:  turning  upside  down  traditional  thinking about what we 'II buy, how we’ll live and work and how we’ll eat. For the aging baby boom generation, the new "meal-lennium" will be more about "time-using" (social event) than "time-saving" (eat-and-run). The fine dining experience will become the triumph of individualism over the ever-faster pace of the new economy as baby boomers den1and to be treated and catered to as individuals.

This study investigated the difference between baby boom men and women in attitude, consumption emotions, and satisfaction resulting from a visit to a fine dining restaurant. Data were collected using a self-administered questionnaire from residents of a large mid western city using a judgment sampling approach. While there was no difference in the mean values on these constructs, the causal model revealed significant differences in the profile of emotions influencing satisfaction.

Downloads

Download data is not yet available.

References

Alonzo, R. S. (1996). Owning and managing a restaurant. Chicago: Upstart Publishing: Dearborn Publishing Group, p. I .

Bellante, D. & Foster, A. C. (1984). Working wives and expenditure on services. Journal of Consumer Research, 1 1(September), 700 - 707.

Bernstein, E. (2000). Back to the future. Restaurant Business Journal, 20(January), 18-22. Blackwell, R. (1999). From mind to market: Reinventing the retail supply chain. New York: Harper Business Books.

Cohen, J. B.,, & Areni, C. S. (1991). Affect and consumer behavior. In T. S. Robertson & H.

H. Kassarjian (Eds.) Handbook of consumer theory and research (pp. 188-240). Englewood Cliffs, NJ: Prentice-Hall.

Havlena, W. J., & Holbrook, M. B. (1986). The varieties of consumption experience: Comparing two typologies of emotions in consumer behavior. Journal of Consumer Research, I 3(December), 394-404.

Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(September), 132-140.

Izard, C. E. (1977). Human emotions. New York: Plenum.

Mreskog, K. & S5rbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. NJ: Lawrence Erlbaum Associates.

Kuhl, J. (1986). Motivation and information processing. In R. M. Sorrentino & E. T. Higgins (Eds.) Handbook of motivation and cognition (pp 404-434). New York: Guilford.

Lawrence, E. (1992), The complete restaurateur. New York: Penguin Books.

Mano, H. & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling and satisfaction. Journal of Consumer Research, 20(December), 451-466.

McCleary, K. W, Weaver, P. A & Lan, L. (1994). Gender-based differences in business travelers' lodging preferences. Cornell Hotel & Restaurant Administration Quarterly, 35(2) 51-58.

Mehrabian, A. & Russell, J. ( 1974). An approach to environmental psychology. Cambridge, MA: MIT Press.

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(November), 460-469.

Oliver, R. L. (1989). Processing of the satisfaction response in consumption: A suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2, 1-6.

Plutch ik, R. (1962). The emotions: Facts theories and a new model. New York: Random House.

Plutchik, R. ( 1 980). Emotion: A psychoevolutionary synthesis. New York: Harper & Row.

Reilly, M. D. ( 1982). Working wives and convenience consumption. Journal of Consumer Research, 8(March), 407-418.

Russell, J. A. ( 1 979). Affective space is bipolar. Journal of Personality and Social Psychology, 37(Septem ber), 345-356.

Steinberg, J. (1999). The millennial mind-set. American Demographics, 21 ( I ), Stamford, Connecticut: Cowles Business Media.

Stevens, S. ( 1 998). Return of the Red Lobsters: What works. American Demographics, 20(10), Stamford, Connecticut: Cowles Business Media.

Surprenant, C. F., & Solomon, M.R. ( 1 987). Predictability and personalization in the service encounter. Journal of Marketing, 51(April), 86-96.

Thorson, E. & Page, T. ( 1 988). Effects of product involvement and emotional commercials on consumers' recall and attitudes. In S. Hecker & D. W. Stewart (Eds.) Nonverbal communication in advert ising (pp 1 1-126). Landham, MD: Lexington Books.

Westbrook, R. A. ( I 980a). lntrapersonal affective influences upon consumer satisfaction with products. Journal of Consumer Research, ?(June) 49-54.

Westbrook, R. A. (1980b). A rating scale for measuring product/service satisfaction. Journal of Marketing, 44(Fall), 68-72.

Westbrook, R. A. ( 1987). Product/consum ption-based affective responses and postpurchase processes. Journal of Marketing Research, 24 (August) 258-270.

Westbrook, R. A. & Oliver, R. (1991 ). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(June) 84-9.

Wishna, V. (2000). Great expectations. Restaurant Business Journal, January I , 2000, New York: Bill Publ ications, p. 28.

Woodruff, R. B., Cadotte, E.R. & Jenkins, R.L. (1983). Modeling consumer satisfaction processes using experience-based nonns. Journal of Marketing Research, 20 (August), 296-304.

Zeitham l, V. A. (1985). The new demograph ics and market fragmentation. Journal of Marketing, 49(Summer), 64-75.

Zeithaml, V. A., Parasuraman, A. & Berry, L. L. (1990). Delivering quality service. New York: The Free Press.

Published

2000-06-18

Issue

Section

Small Business Brief