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e main limitation of the study is that the data was collected in only one mid-western town in the U.S. Thus, generalisation of the research findings is not warranted. To ensure external validity, a more comprehensive sample across a diverse geography is needed in future research. In addition, to measure behavioural intentions we used three items, one measuring recommendation and positive word of mouth. Even though many other studies used the same items, these three items alone may not represent the whole picture regarding behavioural intentions, which may cause a content validity problem.

Another limitation is that the results in the study should be explained with caution. Previous studies have indicated that at least two assumptions might be questionable: (i) attribute performance and importances are not independent variables. Attribute importance can be interpreted as a function of performance. This condition may influence the attribute distribution pattern in the grid, thus partly influencing managerial recommendations: (ii) the relationship between attribute performance and overall satisfaction might be asymmetrical (Matzler and Sauerwein, 2002; Matzler et al., 2004). If that is the case; the importance of basic factors tends to be overestimated, whereas the importance of excitement factors tends to be underestimated (Vavra, 1997). In order to set the right priorities for customer satisfaction management, any explanation of results should be backed up with regression results, as we did in this study.

Finally, as mentioned before, one of the three restaurants where data was collected did not play any background music during the survey period. This may affect the results of the perceived importance and performance of music in Chinese restaurants. Future research is needed to determine whether music plays an important role in influencing customer satisfaction and behavioural intention.

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