Applying ANP to analyse sensory experience in restaurants
ISSN: 0007-070X
Article publication date: 25 October 2019
Issue publication date: 6 January 2020
Abstract
Purpose
The purpose of this paper is to explore the relative importance of the five types of sensory experience in restaurants and the differences between experts and customers.
Design/methodology/approach
Analytic network process was used to select the critical factors for the five types of sensory experiences. Expert and consumer questionnaires were compared to examine the differences between expert opinions and customer awareness.
Findings
Restaurants consider taste and smell to be important senses, whereas hearing was considered to be the least important.
Originality/value
Experts paid more attention to criteria and sub-criteria that resonated with consumers’ memories and emotions. Consumers paid more attention to intuitively obtaining emotional experiences during each purchase.
Keywords
Citation
Chang, W.-L. (2020), "Applying ANP to analyse sensory experience in restaurants", British Food Journal, Vol. 122 No. 1, pp. 122-135. https://doi.org/10.1108/BFJ-07-2019-0497
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited