The million dollar questions in the restaurant industry are, “ how to encourage more patrons to frequent my establishment and spend more while they are there? ” New research helps to identify and establish important factors for restaurant owners to consider when operating their businesses. Understanding which factors relate to consumer decision making is important for adjusting restaurant operations to highlight particular benefits and capitalize on the potential rewards. The restaurant and service industry is growing faster than any other major industry in the country. When compared to other industries in the sluggish economy the food service arena has maintained sales increases (National Restaurant Association, 2009). This makes the restaurant business one of the best investments during tough times as volume continues to increase. To maintain that volume and profit level requires a focus on core business offerings. Most of us know that improving customer satisfaction can
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