Table IV shows the final results that which factor has the greater impact and which affect less. All the
factors shows the positive effects but businesses can‘t pay attention to all of them – and same is the basic
aim of the study to provide most optimal factor(s) that has greater impact on customers‘ selection of
restaurants. Like other businesses, restaurants also have limited resources, human skills, expense limits and
limited time etc. This study analyzed five (05) most important factors – Food quality & taste, Cleanliness,
Physical Environment, Staff Cooperation and Suitable environment for family gathering – that highly
influence the customers‘ selection of restaurants and having more than 80 percent agreement percentage.
These factors show very favorable results for the restaurants, as two of these factors (Food Quality & Taste
and Physical Environment) need financial expenses to improve while three others (Cleanliness, Staff
cooperation and suitable environment for family gathering) are related to the intangible factors and need no
or very little financial expenses.
The basic necessity of need to visit the restaurants is to fulfill the hunger and thrust needs, 96.62 percent
respondents are agreeing with the positive significant effect of this factor on their selection. Abraham
Maslow (1943) also suggested that physiological needs like hunger and thrust are the most important
factors that trigger people‘ actions and decisions. The results are also in accordance with the results of the
Laroche et al., (2001), which argued that people are more conscious about the food quality. Proper and high
quality ingredients will lead to the quality dishes; whereas the hiring or training of the chefs will lead to the
good taste of the food.
Physical environment includes all the tangible things inside the restaurants. To improve the physical
environment, restaurants have to spend a heavy amount on the interior designing; cartons, floor and
accessories etc, but these expenditures are investment in their nature. The amount spend will increase the
assets and also attract customers towards the restaurants.
The remaining three factors – cleanliness, staff cooperation and suitable environment for family gathering –
are directly related to the HR policies, employees‘ motivation & behavior and administration. Moral
building training and persuasive techniques should be used to enhance the efficiency and behavior of the
front line employees. Whereas, the managers should make sure that no such activities are performed in the
restaurants that are against the Pakistani culture and the overall environment should appeal a nice, friendly
and proper atmosphere for the customers.
Low result of the preferential treatment is because of the fact, that was observed during the initial
interviews, that people go to the restaurants to spend time with their family, spouse or friends so they are
not interested in to be treated preferentially