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It is vital for restaurants to understand how to make potential customers aware of what they have to offer. Authentic recommendations from others play an important role in this regard. In this study, we examined eight potential sources of such restaurant recommendations in terms of their importance to potential restaurant guests. Based on a survey of 1,004 people in Germany and Switzerland, we collected information on the perceived importance of recommendation sources, differentiating between restaurant recommendations for known and unknown areas to potential guests. To do this, we first examined the importance ratings of the respondents. We also looked in detail at how these ratings differed for known and unknown areas. Finally, we analyzed the similarities in the ratings of the eight restaurant recommendation sources and clustered them into two groups using an exploratory factor analysis. Our findings provide practitioners with a better understanding of how to attract new customers to restaurants, which can be used to develop and implement better customer acquisition strategies.

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Sources of Restaurant Recommendations and Their Importance for Consumers in Known and Unknown Areas: Evidence from Germany and Switzerland

  • 会议论文

  • 发表日期：

    2025年

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  • Michael Beier,
  • Katrin Schillo

摘要

It is vital for restaurants to understand how to make potential customers aware of what they have to offer. Authentic recommendations from others play an important role in this regard. In this study, we examined eight potential sources of such restaurant recommendations in terms of their importance to potential restaurant guests. Based on a survey of 1,004 people in Germany and Switzerland, we collected information on the perceived importance of recommendation sources, differentiating between restaurant recommendations for known and unknown areas to potential guests. To do this, we first examined the importance ratings of the respondents. We also looked in detail at how these ratings differed for known and unknown areas. Finally, we analyzed the similarities in the ratings of the eight restaurant recommendation sources and clustered them into two groups using an exploratory factor analysis. Our findings provide practitioners with a better understanding of how to attract new customers to restaurants, which can be used to develop and implement better customer acquisition strategies.