Factors influencing customers’ purchasing decisions in the foodservice market, taking into account the moderating effect of customers’ gender

Purpose: This study aims to determine the influence of selected attributes on customers' purchasing decisions in the food service market, considering the moderating effect of customers' gender. Design/methodology/approach: The study was conducted in 2023 on a group of 262 economically active Generation Y people using catering establishments in one of the large cities of eastern Poland. The research tool was a survey questionnaire and the research method used was a diagnostic survey. Findings: This study confirmed the moderating effect of gender on the frequency of attendance at different types of catering establishments, the identification of organoleptic characteristics that characterise a high-quality meal, the evaluation of the fulfilment of expectations regarding the food ordered, the perception of the manifestation of hygiene principles in the establishment, and the opinion that the maintenance of cleanliness in the establishment influences the quality of the meals offered. Research limitations/implications: The survey was conducted among customers of catering establishments in only one major city in Poland. The respondents' characteristics included economically active people of Generation Y and their gender. Therefore, conducting similar research among people representing other generations, such as Generation Z or millennials, would be advisable. In addition, the scope of this research could be broadened to include issues related to the specific circumstances of eating in catering establishments, particular expectations regarding the organoleptic qualities of meals, and hygiene issues. Practical implications: Investigating the key factors influencing customers' choice of catering establishments can help businesses understand customers' perceptions of key factors when choosing an establishment and create appropriate marketing strategies to attract existing and potential customers and outperform competition. Social implications: Given the complex phenomenon of eating out, our study extends our understanding of the relative importance of criteria to customers when choosing a type of dining establishment. Originality/value: The survey results are an important contribution to understanding the opinions of catering establishments and the purchasing behaviour of consumers using these establishments, particularly concerning perceptions of hygiene compliance and the quality of food served, the frequency and purpose of visits, and the type of catering establishments chosen.