Relative perceived product quality: Increasing the effectiveness of restaurant planning through a more effective integration of the competitive environment

Research output: Contribution to journalArticle

1 Scopus citations


The concept of competing for the customer, like many concepts, appears deceptively simple. A problem with some restaurants' analyses of customers and competitors is that they are often viewed as isolated events, decreasing the effectiveness with which information is incorporated in the firm's research, planning, and implementation efforts. The concept of relative perceived product quality not only synthesizes the customer and competitor analyses, but it provides management with a means of ingraining the new relevant information into the marketing planning process. As important as this concept is, it has received virtually no coverage in general business and hospitality research.

Original languageEnglish (US)
Pages (from-to)2-19
Number of pages18
JournalJournal of Foodservice Business Research
Issue number1
StatePublished - Jan 1 2011



  • Environmental analysis
  • Forecasting competitor actions
  • Internal analysis
  • Positioning
  • Relative perceived product quality
  • Strategy formation

ASJC Scopus subject areas

  • Food Science

Cite this