Understanding mature customers in the restaurant business: Inferences from a Nationwide Survey

Won Seok Seo, Vivienne J. Wildes, Fred J. DeMicco

Research output: Chapter in Book/Report/Conference proceedingChapter

4 Scopus citations


The study reported here examined the differences between intangible service experiences of mature and younger customers in quick-service, casual, and fine-dining restaurants. The authors used ten unpleasant service experiences to identify the significant experiences that can impede satisfaction in three types of restaurants. No unpleasant service experiences were significant for either mature or young customers. However, in the casual dining restaurants, the (1) lack of product knowledge and (2) inattentive servers created significantly unpleasant service experiences for mature customers. In the quick service restaurant, the (1) lack of product know ledge, (2) inattentive servers, (3) rudeness, and (4) lack of cleanliness produced significantly unpleasant service experiences which in turn impeded the satisfaction for the mature customer. The reasons for these findings are discussed, and the authors suggest that the restaurant industry pay more attention to the mature population in order to increase both customer satisfaction levels and profits. A literature review precedes a discussion of the characteristics and service requirements of mature restaurant customers.

Original languageEnglish (US)
Title of host publicationQuick Service Restaurants, Franchising, and Multi-Unit Chain Management
PublisherTaylor and Francis
Number of pages18
ISBN (Electronic)9781315864945
ISBN (Print)0789017040, 9780789017048
StatePublished - Jun 11 2014
Externally publishedYes


  • Mature customers
  • Newspapers
  • Restaurant
  • Service

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting
  • General Agricultural and Biological Sciences


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