GENERATION Y CONSUMERS: KEY RESTAURANT ATTRIBUTES AFFECTING POSITIVE AND NEGATIVE EXPERIENCES

Using a descriptive approach to identify critical attributes affecting positive and negative dining experiences, this study examined the impact of these attributes for Generation Y consumers. The findings not only support relationships in earlier studies using survey methodology but also identify important differences in drivers of positive and negative dining experiences for Generation Y consumers. Many of the same attributes were shown as frequent drivers of positive and negative experiences but varied in impact and order of importance. The top five attributes described as drivers of positive experiences were quality of food/drink, quality of service, friendliness of staff, atmosphere of restaurant, and speed of service. The top five attributes described as drivers of negative experiences were quality of service, speed of service, quality of food/drink, friendliness of staff, and cleanliness. Additional tests provide evidence of differences in the importance of these and other attributes across three segments: quick-service restaurant, casual dining, and fine dining.