How much more are consumers willing to pay for a higher level of service? A preliminary survey

A survey was conducted using conjoint analysis to determine how consumers perceived the relative importance of price vs. quality of service in the selection of restaurants. The use of conjoint analysis enables one to mimic the trade‐off situation in a consumer’s choice process. The results showed that price was a more important factor than quality of service. Estimates are also made regarding how much more respondents are willing to pay for a higher level of service.