کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
1009187 938837 2016 5 صفحه PDF ندارد دانلود رایگان
عنوان انگلیسی مقاله
The effect of customization and gender on customers’ attitude
ترجمه فارسی عنوان
اثر سفارشی سازی و جنسیت بر نگرش مشتریان
کلمات کلیدی
سفارشی سازی. منوی رستوران. جنسیت؛ درک کنترل؛ نگرش
Customization; Restaurant menu; Gender; Perceived control; Attitude
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
چکیده انگلیسی

This study investigates whether customization and gender have a significant effect on consumers’ attitude towards menu options at a given restaurant. It also examines the outcome that gender has on perceived control and decision-making. Hypotheses were developed using hypothetical restaurant menu-based scenarios and surveys. Our results indicated that male customers exhibited a similar level of attitude across both ‘build-your-own’ and ‘you-pick-two’ customization conditions. However, female customers showed more overall positive attitudes toward the ‘build-your-own’ menu as compared to the ‘you-pick-two’ menu. Depending on gender based target markets for restaurants, managers should employ different menu design strategies to attract customers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 56, July 2016, Pages 28–32
نویسندگان
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