Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Patronage of customers 
The survey respondents were asked to rank nine factors they considered important in choosing where to 
dine: variety of food offered, variety of drinks offered, price of food served, price of drinks served, food served is 
safe to eat, drinks served will not cause illness, location of the dining facility, cleanliness of dining facility, 
atmosphere or ambiance of place. The respondents considered safety of food and cleanliness of the dining facility as 
their foremost considerations when choosing where to dine. Nonparametric statistical test results show that there 
was no association between factors considered in choosing where to dine and the position (managerial, supervisory, 
rank and file) of the respondents in the company. Regardless of their position, the respondents ranked safety of food 
and cleanliness as priority considerations in choosing where to dine. They rated the formal dining establishments as 
the safest in terms of their food safety and cleanliness experience as customers. They rated fast foods, cafeterias and 
casual dining restaurants lower. Consumers are potentially influential in promoting food safety by expressing their 
demand for cleanliness and safe food in their choice of where to dine. This will exert pressure on food service 
operations, regardless of size, to comply with the WHO rules.