کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
1009226 938839 2016 7 صفحه PDF ندارد دانلود رایگان
عنوان انگلیسی مقاله
The influences of restaurant menu font style, background color, and physical weight on consumers’ perceptions
ترجمه فارسی عنوان
اثرات سبک فونت منوی رستوران، رنگ پس زمینه و وزن فیزیکی در برداشت مصرف کننده
کلمات کلیدی
رنگ پس زمینه منو. سبک فونت منو. وزن منو. مقیاس رستوران؛ خدمات رستوران
Menu background color; Menu font style; Menu weight; Restaurant scale; Restaurant service
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
چکیده انگلیسی

Restaurateurs often attempt to signal the scale [e.g., casual vs. upscale] and service standards of their operations through the use of various cues on their menus. Fancy font, gold menu paper, and heavy physical menu weight are frequently used as attempts to signal an upscale environment and high service standards to potential diners. Therefore, this research conducts a 2 × 2 × 2 between subjects experimental design on students at a large Mid-Atlantic University to test these effects. Results indicate that when menu font is italicized potential diners do perceive the restaurant to be more upscale and as having the capability to deliver top-rate service. The same findings also held true for menu weight: heavier menus, as opposed to lighter ones, drive perceptions of scale and anticipated service quality. Regarding background color, however, no significant effects of gold versus white background colors were found.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Hospitality Management - Volume 53, February 2016, Pages 42–48
نویسندگان
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