How do restaurant customers make trade-offs among rate fences?

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)


This study examines how restaurant customers make trade-offs among several restaurant rate fences using a sample of mainland Chinese travelers to Hong Kong. A total of six restaurant rate fences (i.e., lunch/dinner pricing, weekday/weekend pricing, table location pricing, restricted coupon pricing, meal period, and reservation and seating policy) and menu price were selected, and a conjoint analysis was performed. Findings reveal that price, restricted coupon pricing, and meal period are the most important attributes when restaurant customers select a restaurant. This study is the first attempt to examine the relative importance of different types of restaurant rate fences. The findings will help restaurant operators to better understand the decision-making process of Chinese travelers and design appropriate rate fences accordingly.
Original languageEnglish
Pages (from-to)359-376
Number of pages18
JournalJournal of Foodservice Business Research
Issue number4
Publication statusPublished - 4 Jul 2018


  • Conjoint analysis
  • rate restriction
  • restaurant rate fence
  • revenue management

ASJC Scopus subject areas

  • Food Science


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