Customer Expectations in Mall Restaurants: A Case Study

Abstract

Shopping malls (SM) have become places meeting entertainment needs of the contemporary urban people as well as their shopping needs. In this direction, these organized enterprises have incorporated recreative elements such as cinema, play, exhibit, chat, music, food-beverage and etc. that will ensure consumers having a nice time. At this point, inner-SM restaurants also came to the forefront as sub-units, which support consumer masses to be able to stay long-time and comfortable within the SM. With this study, helping to detect some expectations of inner-SM restaurant consumers was intended for inner-SM restaurants to be able to attract the most suitable and greater number of consumer masses. As an initial attempt to understand the situation in Turkey, a field survey was carried out in M1 Merkez Adana Shopping Center, a leading shopping mall in a high-income area of Adana city. 690 surveys, of which 680 are usable, were reached via face-to-face survey method. The obtained results point to the presence of salient relations among consumer expectations of SM restaurants according to demographic variables and educational levels of consumers.

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