RASA SENTOSA FOOD CENTRE - A STUDY INTO THE PRE-REQUISITES FOR AN EFFECTIVE OPERATION OF A FOOD CENTRE

Abstract

With increasing affluence, Singaporeans are placing heavier emphasis on cleanliness, friendliness of service, and comfortable settings as important attributes when they eat out. The Singaporean consumers are also becoming more adventurous in trying non-traditional food besides typical Asian food. In view of the above, can a food centre compete successfully with other types of established food outlets like restaurants and fast food chains? Food centres have always scored low for cleanliness, friendliness of service and comfortable settings. Nevertheless, the low prices of food sold has been the main incentive for customers patronising food centres. With continuing improvement in the standard of living and a consequent change in consumer behaviour in the future, the low prices of food may no longer be an adequate reason for patronising food centres. Therefore, in order that existing and future food centres are able to operate successfully, the management of food centres must anticipate and meet consumers' changing behaviour into eating out. With the aid of a case study, this dissertation examines several factors that are reflective of consumers' needs and satisfaction. The findings reveal that customers to a food centre need low priced meals, cleanliness, convenience and accessibility, and reasonable quality of food. Furthermore, consumers' satisfaction will be greatly enhanced if the food centre has sufficient variety of food types, activities, good surrounding view, and a good architecture.