Putra, Aditya Nova and Saroso, Pudyotomo A. (2014) The Importance of Physical Menu Design as A Marketing Tool in Achieving Customer Satisfaction in Restaurant – X. Bachelor thesis, Swiss German University.

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Abstract

A physical menu has been considered as the primary tool to increase sales in the restaurant, and it also functions as visual distribution in assisting customer to choose the product which is food and beverage. Therefore, by providing physical menu design in restaurant is necessary as part of creating memorable experience for customer which ultimately results in customer satisfaction. The purpose of this study is to identify the influence of visual format and menu copy as the main part of physical menu design could achieve customer satisfaction in restaurant X. In this research, visual format will be divided into several components which are color, typefaces, illustration and graphic design, layout, and paper. Moreover, menu copy will be divided into three elements which are merchandising, accent copy, and descriptive copy. The methodology used in this research is a quantitative and qualitative research. The quantitative data that is obtained from the questionnaires from 100 customers in restaurant X, while the qualitative data is gathered from in depth interview with professional menu designer. Based on the result, the visual format has a significant positive relationship in achieving customer satisfaction in restaurant X. However, menu copy does not indicate significant positive relationship with customer satisfaction.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Physical Menu Design, Visual Format, Menu Copy, Customer Satisfaction
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.335 Consumer satisfaction N Fine Arts > NA Architecture > NA7855 Restaurants T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	22 Jul 2021 15:37
Last Modified:	22 Jul 2021 15:37
URI:	http://repository.sgu.ac.id/id/eprint/2072

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