The Influence of Food Presentation on Customers’ Dining Experience: A Study of Zaatar Arabian Mandis

Author

Chillara Vooha, Dr. Meda Srinivasa Rao


Abstract

 Food presentation has become part of what restaurants sell, yet very little research has examined it in Arabian and Mandi restaurants in India. This study asked whether customers’ perceptions of food presentation and quality influence their dining experience at Zaatar Arabian Mandi in Vijayawada. A descriptive, quantitative design was used. Sixty customers, selected through convenience sampling, completed a structured questionnaire rated on a five-point Likert scale (1 = lowest, 5 = highest). The data were analysed with descriptive statistics, Cronbach’s alpha, chi-square tests of independence, one-way ANOVA, and simple and multiple linear regression. Perceived presentation was strongly associated with dining experience, χ² (1, N = 60) = 28.86, p < .001, V = .69, and mean dining experience differed across the low, moderate, and high presentation groups, F (2, 57) = 30.53, p < .001, η² = .52. Presentation alone explained 61.1% of the variance in dining experience (β = .78, p < .001), although its unique effect weakened once other experience factors were added. Dining experience did not differ by gender or age group. The findings suggest that restaurant managers can treat plating and visual presentation as a practical way to build customer satisfaction and repeat visits.



Keywords

food presentation, dining experience, customer satisfaction, Mandi restaurant, Likert scale, Vijayawada



Full Text:

Download Paper PDF


References


  • Cohen, J. (1988). Statistical power analysis for the behavioural sciences(2nd ed.). Lawrence Erlbaum Associates.
  • Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520–529. https://doi.org/10.1016/j.ijhm.2009.12.005
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis(8th ed.). Cengage.
  • Jang, S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioural intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451–460. https://doi.org/10.1016/j.jbusres.2008.01.038
  • Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48–64.
  • Likert, R. (1932). A technique for the measurement of attitudes. Archives of Psychology, 22(140), 1–55.
  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
  • Michel, C., Velasco, C., Gatti, E., & Spence, C. (2014). A taste of Kandinsky: Assessing the influence of the artistic visual presentation of food on the dining experience. Flavour, 3, Article 7. https://doi.org/10.1186/2044-7248-3-7
  • Namkung, Y., & Jang, S. (2007). Does food quality really matter in restaurants? Its impact on customer satisfaction and behavioural intentions. Journal of Hospitality & Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460469.https://doi.org/10.1177/002224378001700405
  • Pine, B. J., II, & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97–105.
  • Ryu, K., Lee, H.-R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioural intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10.1108/09596111211206141
  • Spence, C., Okajima, K., Cheok, A. D., Petit, O., & Michel, C. (2016). Eating with our eyes: From visual hedonics to the digital world. Brain and Cognition, 110, 53–63. https://doi.org/10.1016/j.bandc.2015.08.006
  • Spence, C., & Piqueras-Fiszman, B. (2014). The perfect meal: The multisensory science of food and dining. Wiley-Blackwell.
  • Zellner, D. A., Siemers, E., Teran, V., Conroy, R., Lankford, M., Agrafiotis, A., Ambrose, L., & Locher, P. (2011). Neatness counts. How plating affects liking of the food. Appetite, 57(3), 642–648. https://doi.org/10.1016/j.appet.2011.08.004

 

Share your valuable work from Social Media Buttons