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Federal University Wukari, Taraba State, Nigeria

Impact Of Menu Design On Customers’ Satisfaction In Selected Hotels In Makurdi Metropolis, Benue State, Nigeria

Clement Ukayi Anake, Nyikyaa Wilfred Terseer

Key words: Hotel, Customer, Satisfaction, Menu, Hospitality

Abstract

Menu design has shown potential in influencing hotel customers’ satisfaction and restaurant customers’ food choice. In ascertaining this influence, this study assesses the impact of menu design on customers’ satisfaction in hotels within Makurdi Metropolis, Benue State, Nigeria. The

gaze motion theory was adopted as the theoretical framework for the study. The study’s sample consists of one hundred and sixty-two (162) respondents who were selected through the use simple random sampling. The structured questionnaire and indepth interview form the main sources of data collection in the study. The collated data were analyzed using statistical package for social sciences (SPSS version 23). Data analysis involved descriptive statistical tools including frequencies, percentages, means and standard deviations. The study results and findings revealed that menu design has positive impact on customers’ satisfaction in hotels within

Makurdi metropolis. The results and findings also revealed that menu design assist customers in making more informed choices and customers perceived the menu in hotels under study to be highly attractive and visually appealing. The study recommends that hospitality professionals

should pay more attention to menu design attributes by improving on their menus in order to be competitive in the industry as they are major marketing tools in the hotel and restaurant industry.

Author Biography

Clement Ukayi Anake

Department of Hospitality and Tourism Management

Federal University Wukari, Taraba State Nigeria

anaclem@yahoo.com

Nyikyaa Wilfred Terseer

Department of Hospitality and Tourism Management

Federal University Wukari, Taraba State Nigeria

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