Part of the responsibilities of IULI lecturers is research. Research can be very academic and understandable only by PhDs! Research can also have a practical purpose like the research which was carried out by Aditya N. Putra, SE, BA, Tommy Saroso & Dr. Samuel PD Anantadjaya on “Physical Menu Design: One Important Marketing Tool”.
This research attempts to identify the relationship between physical menu design, which can potentially represent the necessary characteristics to achieve customer dining satisfaction, and the actual level of customer satisfaction during the dining experience. Some of the desired outcomes of this research are: (1) to identify the relationship between the visual format and the physical menu designs in restaurants, (2) to identify the relationship between the visual format of the physical menu designs and customer dining satisfaction in restaurants, and (3) to identify the relationship between the physical menu designs and customer dining satisfaction in restaurants. These issues are addressed in this research. The results of these findings are, hopefully, useful for finding out how important the menu design is in achieving customer satisfaction in restaurants.
A book was published based on this research in 2015 and has just recently received a certification on intellectual rights (HAKI) no: 00454 from the Indonesian Ministry of Justice & Human Rights.