Perceptions, motivations, and preferences of traditional college students toward Chinese and American restaurants

Abstract

Due to the changes that are taking place in the hospitality services such as heightened competitive pressures and increased consumer expectations, there is a growing need for better understanding of how to develop and maintain customer satisfaction and loyalty. The purpose of this study was to determine the perceptions, motivations and preferences of traditional college students toward Chinese and American restaurants. A survey was conducted with 400 students attending the University of Wisconsin-Stout in the College of Human development during the spring semester 1999. The researcher randomized two departments, the Hospitality and Tourism Department and the Psychology Department, from the College of Human Development. The subjects were sampled from different course levels ranging from level 100 to level 700 based on the Spring 1999 Timetable published by UW-Stout. The researcher applied systematic sampling to select four classes from level 100 to 200, four classes from level 300 to 400, four classes from level 500 to level 700 in both departments of the samples. There were 24 classes selected encompassing 12 classes from students taking courses in the Hospitality and Tourism Department and 12 classes from those in the Psychology Department. The questionnaire contained statements, which focused on perceptions (restaurants’ service, atmosphere and food product), motivations (reason for dining out) and preferences toward Chinese and American restaurants. This study’s results aim to better understand the consumers’ needs and to enable restaurant operators and food service institutions to respond to consumers’ need and desires.