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Attributes, consequences, and consumer values: A means‐end chain approach across restaurant segments

Jooyeon Ha (Department of Apparel, Design, and Hospitality Management, North Dakota State University, Fargo, North Dakota, USA)
SooCheong (Shawn) Jang (School of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 12 April 2013

7748

Abstract

Purpose

The purpose of this study is to identify consumer‐dining values for each restaurant segment (fast food restaurants, casual restaurants, and fine dining restaurants) using a means‐end approach and to suggest useful information for restaurant operators to develop differential marketing strategies for each segment.

Design/methodology/approach

This study applied a means‐end chain approach to identify underlying consumer values across three different restaurant segments. The participants responded to questions in a one‐on‐one interview procedure regarding attributes of restaurants, consequences, and values. Based on the responses, hierarchical value maps were developed to better understand consumer value patterns across the three restaurant segments.

Findings

The results suggested that attributes of fast food restaurants were largely associated with convenience, success, and economic values; attributes of casual dining restaurants were related to emotional and belonging values; and attributes provided by fine dining restaurants were linked to emotion and quality life values.

Practical implications

This research suggested what customers really want from the dining experience so that restaurant operators in each restaurant segment can develop effective marketing strategies, such as advertisements or promotions, which are distinguished from other competitive restaurants.

Originality/value

By using a means‐end chain approach, this study showed a holistic picture of the consumer dining values customers desire when they visit each restaurant segment, which is a unique contribution of this study.

Keywords

Citation

Ha, J. and Jang, S.(S). (2013), "Attributes, consequences, and consumer values: A means‐end chain approach across restaurant segments", International Journal of Contemporary Hospitality Management, Vol. 25 No. 3, pp. 383-409. https://doi.org/10.1108/09596111311311035

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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