Examining Customers’ Perceptions of High-end Ethnic Dining in the United States: An Application of Importance-Performance Analysis

ABSTRACT The present study explores customers’ perceptions of high-end ethnic restaurant patronage in the United States utilizing importance-performance analysis (IPA). The study examines which attributes of such restaurants have the greatest impact on diners’ perceptions and evaluations. A total of 222 online survey responses were obtained. The results indicate that delivering an authentic and unique dining experience was the most important area in which high-end ethnic restaurants need to improve more, while food, professional service, and appealing flavors were the key attributes for success. Based on the importance diners assigned to specific factors and the perceived performance of the establishments, the IPA results can be used as an effective management tool for high-end ethnic restaurants in the United States.