Original scientific paper
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
Abstract
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.
Keywords
customers; demographic variables; experiences; formal full-service restaurants; South Africa
Hrčak ID:
139574
URI
Publication date:
3.6.2015.
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