Choice attributes in restaurant services: An exploratory study

Abstract

There are about one million of bars and restaurants that generate around six millions of jobs in Brazil. Among the most important reasons to choose a restaurant are the service attributes. Attributes are judgments the client makes about the performance and quality of the service provided. The identification of restaurant choice attributes is important in order to propose a higher value to services and to make marketing strategies. This article aims to identify the choice attributes of service quality in restaurants. The methodology employed was a qualitative exploratory study based on interviews made using the critical incident technique. It was used a sample of 72 restaurant customers. The content analysis technique was used to treat and analyze the critical incidents obtained in the interviews. The result obtained was a relation of 615 critical incidents, which after being analyzed generated a list of 27 attributes that influence customer’s choice and customer’s evaluation of service quality provided in restaurants. The identified attributes can subsidize and contribute to improvement of future research and studies in the academic environment, besides contributing for the management of restaurants business.