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.