The impact of customer involvement in the cooking process on dining satisfaction

Unji Baek, Purdue University

Abstract

In contrast to western styles of food preparation and service, traditional Asian food preparation and service styles have often included participation in the dining process, allowing customers the opportunity to cook the food as part of the dining experience. This study suggested that the customers’ involvement in the cooking process as an attribute for greater dining satisfaction, through a Chinese hot pot dining experiment. A total of 86 people participated in the experiment, which was conducted in a local Chinese restaurant. The study investigated dining satisfaction attributes and the factors influencing them. It also investigated hedonic and utilitarian evaluation, and positive and negative affectivity. Satisfaction categories from the dining experience were used in the study. Factor analysis, t-test, analysis of variance, and correlation analysis were conducted for data analysis. The results indicated that the involvement in the cooking process had a positive impact on dining satisfaction. It was also found that the involvement had a positive influence on both hedonic evaluation and positive affectivity. However, there were no correlations found either between involvement and utilitarian evaluation, or involvement and negative affectivity. The outcomes of the study help in understanding the expectations of American customers toward Asian food and finding strategies to increase satisfaction. In addition, this study provides some valuable marketing implications regarding customer profiles and the dining experience.

Degree

M.S.

Advisors

Silkes, Purdue University.

Subject Area

Marketing|Management

COinS