Customer Decision for Choosing a Restaurant: A Study on Khulna City

Abstract

People are eating outside the home that impacts the restaurant industry of Khulna city in Bangladesh. The objectives of this study are to determine the important factors that influence customer's decision before dining at a restaurant. In this study, a simple random sampling method is used to select 100 respondents who are eating in different restaurants in Khulna city. Correlation and regression is used to test the hypotheses. After analyzing the result, all the hypotheses have been found supportive, representing the fact that most of the variables are significantly related to each other. Thus the resulting outline that the customers have not only focuses on the food quality of the restaurant but also focus on the restaurant environment, special facilities before eating at a restaurant. The study found a significant relationship between customer decision for choosing a restaurant with quick seat arrangement, restaurant environment, menu variety, waiter service, and service of other employee. So the restaurant management should focus on the factors which bring more customers to the restaurant. If the restaurant industry can ensure the best service, it will help them to gain more growth.