Understanding attributes affecting selection of private kitchens

Abstract

PurposePrivate kitchens have grown significantly in the past few years in Hong Kong and have become popular in the catering industry. This study aims to examine the expectations and perceptions of private kitchen diners regarding their dining experiences.Design/methodology/approachA descriptive research design and a cross‐sectional survey were used. Face‐to‐face interviews were conducted with 167 respondents in four main business districts in Hong Kong. The first section of the questionnaire included some screening questions. In the first part of the second section, respondents were asked to rate their expectations on each of the attributes of private kitchens using a seven‐point Likert scale. In the second part, respondents were asked to rate their perceptions of the same attribute in private kitchens using the same measurement scales. Section three of the questionnaire included questions about the respondents' demographic characteristics.FindingsMost of the private kitchen diners valued the undisclosed dining area as the best thing about private kitchens, followed by privacy and a special dining feeling. The results of a paired‐samples t‐test indicated that private kitchen diners' perceptions of private kitchens fell short of their expectations in general. An exploratory factor analysis was also employed, resulting in the identification and interpretation of four factors that are likely to influence people's intention to dine in private kitchens. They were: responsiveness to guest needs; professional chef and staff; homely feeling and privacy; and intimate dining experience.Research limitations/implicationsThe major limitation of this study is that respondents were asked to rate the perceived dining attributes in terms of expectations and perceptions at the same time, as it was technically difficult to ask for the same respondents to complete the questionnaire before and after dining in a private kitchen. Still, this study is useful for other researchers to undertake further studies on private kitchens, such as customers' repeat patronage and loyalty.Originality/valueThere have been few studies on private kitchen businesses, although this sector has become very popular especially in the Hong Kong catering industry. The findings of this study can be viewed as a preliminary step to understand the private kitchen business.