earticle

영어

Restaurants often show pictures of their dishes in the menu. This study looks at the importance of the visual qualities of those photos and resulting difference in customer satisfaction. The foodservice industry is facing a fearless competition and it is of the benefit to understand how customers actually respond to the photos of dishes from the menu, compared to the general perception that showing them is an effective tool for marketing and communication. Mainly based on the images of menus used by restaurants, the importance of menu photos as perceived by customers and resulting satisfaction is being investigated in the study, aiming to facilitate the use of menu images in the menu book with efficiency and marketing effects for the benefit of restaurateurs. Questionnaires were made based on several references relative to the purpose of the study and questions are grouped into 10 to 15 each by restaurant-related or images of dishes. The SPSS 10.0, the package for statistical analysis in social science is used for frequency analysis to provide a demographic description of those surveyed andfor t-test and analysis of variance (ANOVA) to tell the difference between the menu photos, a visual element of the restaurant, and demographic factors. It suggests first that the photo of the menu should be presented together with texts to increase user information satisfaction in terms of marketing and the dishes need to look delectable in the picture and still corresponds to the actual ones. Second, avoid exaggeration or too much embellishment for the photos and make sure they match the food they show as much as possible so that customers can gain confidence in the restaurant and raise their expectation for their following dining experience based on the scrumptious image. It is unfortunate that the study is somewhat limited for generalization of the findings as it is based on the experiences dependent on the recollection of the respondents and there is an ambiguous time distinction between visiting the restaurants and filling out the questionnaire. It also contains only descriptive texts for pictures of the menu book and does not reflect a variety of visual factors.