Title page for ETD etd-10242005-124134
|Type of Document
||Ladki, Said M.
||Consumer involvement in ethnic restaurants : a measure of satisfaction/dissatisfaction
||Hotel, Restaurant, and Institutional Management
|Khan, Mahmood A.
|Azzaro, Beverly Hummel
|Murrmann, Suzanne K.
|Nomani, M. Zafar A.
|Uysal, Muzaffer S.
- Consumers Washington (D.C.) Attitudes.
- Restaurants Washington (D.C.) Marketing.
- Ethnic restaurants Washington (D.C.) Marketing.
- Consumers' preferences.
|Date of Defense
The purpose of this study was to evaluate whether
consumer orientation (active/passive) and psychological
involvement (attitude, opinion, belief, and behavioral
intention) affect satisfaction when dining in an ethnic
restaurant. The sample represented 232 consumers who dined
in participating Washington D.C. metropolitan area ethnic
restaurants. Information was obtained by asking consumers
to answer a four part, 86 item questionnaire. Correlation
analysis revealed that opinion (r = 0.17, P < 0.04), belief
(r = 0.28, P < 0.01), and behavioral intentions (r = 0.19,
P < 0.02) of the active consumer significantly affect
satisfaction. Whereas, for the passive consumer no
significant effect was found. Results of the stepwise
regression analysis revealed that consumer psychological
involvement and restaurant attributes affect satisfaction
with service (R2 = 0.57, p<0.05), satisfaction with lunch
(R2 = 0.8, p<0.05), satisfaction with dinner (R2 = 0.33, p<0.05), and satisfaction with the overall dining experience
(R2 = 0.39, p
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