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This version was published on February 1, 2008
Journal of Hospitality & Tourism Research, Vol. 32, No. 1, 62-88 (2008)
DOI: 10.1177/1096348007309569
© 2008 ICHRIE

Assessing Customer Expectations of Information Provided On Restaurant Menus: A Confirmatory Factor Analysis Approach

Juline E. Mills

Purdue University, millsje{at}purdue.edu

Lionel Thomas

North Carolina Central University, lthomas{at}nccu.edu

Improper presentation of information on restaurant menus can lead to customer dissatisfaction, a loss of profitability, and could influence the ultimate failure of a restaurant operation. Although restaurateurs and customers do agree that information on restaurant menus is important, debate exists on what specific information should be provided. Currently, supporters argue for the provision of nutritional information, while critics question the ability of customers to interpret nutritional information on restaurant menus correctly. This present study, therefore, analyzes responses from 276 restaurant customers to examine information expectations of restaurant menus. A model called Customer Information Expectation of Restaurant Menus (CIERM) was developed using the guidelines set forth in the Truth-in-Menu Law and tested using a confirmatory factor analysis approach. The study found that CIERM is influenced by the factors nutrition information, product information, and food preparation. The study concludes with results, discussion, and recommendations based on the findings.

Key Words: Truth-in-Menu Law • information • customer expectations • perceived customer value • customer attitudes • restaurant menus • restaurant customers • confirmatory factor analysis • structural equation modeling


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