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The Importance of Physical Menu Design as a Marketing tool in Achieving Customer Satisfaction in Restaurant - X

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A physical menu has been considered as the primary tool to increase sales in the restaurant, and it also functions as visual distribution in assisting customer to choose the product which is food and beverage. Therefore, by providing physical menu design in restaurant is necessary as part of creating memorable experience for customer which ultimately results in customer satisfaction. the purpose of this study is to identify the influence of visual format and menu copy as the main part of physical menu design could achieve customer satisfaction in restaurant X. in this research, visual format will be divided into several components which are color, typefaces, illustration and graphic design, layout, and paper. Moreover, menu copy will be divided into three elements which are merchandising, accent copy, and descriptive copy. the methodology used in this research is a quantitative and qualitative research. the quantitative data that is obtained from the questionnaires from 100 customers in restaurant X, while the qualitative data is gathered from in depth interview with professional menu designer. Based on the result, the visual format has a significant positive relationship in achieving customer satisfaction in restaurant X. However, menu copy does not indicate significant positive relationship with customer satisfaction.

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Availability

B01674

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1674

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

HTM
Customer satisfaction
Physical menu design
Visual format
Menu copy

Specific Detail Info

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Statement of Responsibility

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