Journal of Economics and Management Volume 16, No. 1 March, 2020

Customer-based Menu Layout Design and Labeling Indices

Hsi-Tien Chen

Department of Leisure Industry Management, National Chin-Yi University of Technology, Taiwan.

Kaui-Hwang Chen

Department of Tourism, Providence University, Taiwan.

Ching-Hsin Wang

Department of Leisure Industry Management, National Chin-Yi University of Technology, Taiwan

Abstract

This study focuses on the construction, attribute classification, and performance assessment of the layout design and labeling indices for high-priced restaurants' multi-page menus. Based on the indices, we design customer questionnaires and use an importance-performance analysis grid to assess the performance of the indices, presenting that most indices' execution is below customers' expectations. Moreover, we employ the Kano model to identify the classification attributes of the indices, including 2 Attractive quality indices, 6 Must-be quality indices, and 16 One-dimensional quality indices, and finally determine 5 key indices. Lastly, this study provides suggestions on designing the menu layout.

Keywords：Menu, Layout Design and Labeling, Importance-Performance Analysis, Kano Two-Dimension Quality Model.

JEL Classifications：D12.

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