Last, but not least, the limitation of a sample that was based upon a survey of customers in two restaurants in the Guangzhou area should be acknowledged. The major concern here is the generalizability of the findings to the large China market, which is characterized by regional differences and various types of cuisine. Every region in China has its distinctive cuisines and tastes, which are not easily duplicated. However, such a sample provides the advantage of greater control over sub-cultural effect that might otherwise contaminate the relationships between the factors. Further study with a larger representative sample from different regions would enhance the generalizability of the results. It is hoped that results from this study will stimulate future research into restaurants in particular, and the hospitality sector in general, both in the context of China and other countries. The influence of the reputation and image of a restaurant is also worthy investigating.