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Influence of demographic variables on customers’ experiences in formal full-service restaurants in Port Elizabeth, South Africa

Oswald Mhlanga ; Walter Sisulu University, East London, South Africa
Zorada Hattingh ; Central University of Technology, Free State, Bloemfontein, South Africa
Hermanus Johannes Moolman ; University of the Free State, Department of Mercantile Law, South Africa


Puni tekst: engleski pdf 157 Kb

str. 143-160

preuzimanja: 1.751

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Sažetak

The purpose of this article was to determine the influence of demographic variables on customers’ experiences in formal full-service restaurants in Port Elizabeth, South Africa. The questionnaires were distributed at selected formal full-service restaurants, and a total of 400 questionnaires were included in the statistical analysis. The data analysis consisted of the experiences of respondents with different demographic variables, one-way analysis of variance (ANOVA) and t-tests. The results indicated that on a 5 point Likert scale, respondents’ mean experience scores varied between 3.84 and 4.53. Customers of different genders rated experiences of service significantly differently (p<0.05). Customers from different age groups rated their experiences of food and beverage, service and overall experiences significantly differently (p<0.05). Customers from different monthly income groups rated their experiences of food and beverage, service and overall experiences significantly different (p<0.05). Customers with different levels of education rated their experiences for food and beverage, service and overall experiences significantly different (p<0.05). Consequently, the experiences of customers for food and beverages and service were influenced by their gender, age, monthly income and level of education. Formal full-service restaurateurs should therefore focus on customers’ gender, age, monthly income and level of education in order to improve customer experiences and gain a competitive advantage over other restaurant categories.

Ključne riječi

customers; demographic variables; experiences; formal full-service restaurants; South Africa

Hrčak ID:

139574

URI

https://hrcak.srce.hr/139574

Datum izdavanja:

3.6.2015.

Posjeta: 2.705 *