Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2016
Abstract
Previously, research has created several scales for measuring different facets of the dining experience and suggest the need to do more segmentation by age. This research does that by collecting panel data to determine if there are relationships between the generations (Silent, Boomers, Xers, Yers, and Nexters) and the four main types of restaurants (QSR, fast casual, casual, fine dining). This was also conducted in an online environment as most consumers are now researching before they buy using the internet. The results indicate that Casual restaurants are associated with Boomers and Nexters while Fast Casual restaurants are associated with Gen Y and Nexters. The heavy user subsegments for each generation are also analyzed. The implications of these findings for restaurant management are discussed.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
McMahon, Dave; Rapier, Stephen; McCall, Michael; and Bruneau, Carol L., "The Generations and Restaurant Types" (2016). Association of Marketing Theory and Practice Proceedings 2016. 38.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/38
About the Authors
Dave McMahon is an Associate Professor of Marketing in The Graziadio School at Pepperdine University. He teaches in the EMBA and FEMBA programs and serves as an advisor for several companies. Dr. McMahon’s research interests are in the areas of services, logistics, and the use of websites by nonprofit organizations. Dr. McMahon is co-author of one book and his research has been published in a number of academic journals and proceedings including the Journal of Marketing Theory and Practice.
Michael McCall is the Director of The School of Hospitality Business, and the NAMA Endowed Professor of Hospitality Business in the Eli Broad College of Business at Michigan State University. He earned his Ph.D. from Arizona State University and has held academic positions at Ithaca College and Cornell University. His research program focuses on the role of customer reward programs, customer loyalty, rebate programs, and tipping. He currently serves on the editorial boards of Journal of the Academy of Marketing Science, The Cornell Hospitality Quarterly and The Journal of Hospitality and Tourism Research.
Stephen M. Rapier, Ph.D. is an assistant professor of Marketing in the Graziadio School at Pepperdine University. He has been actively engaged in branding, marketing, public relations, and research since 1982. Dr. Rapier has held executive positions in marketing research, advertising, and public relations companies. Dr. Rapier is a member of the Advisory Board of the Connective Leadership Institute. His primary research interests are in the areas of branding and luxury goods.
Dr. Carol Bruneau is an associate professor at the University of Montana. Dr. Bruneau’s research focuses on sports marketing, consumer responses to sensorial stimuli and nonprofit marketing. Dr. Bruneau’s work appears in a number of journals and proceedings, including the Journal of Applied Marketing Theory and the Journal of Product & Brand Management. She has attended AMTP meetings since 2000.