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Abstract
Purpose - To determine the factors that explain customer satisfaction in the full service restaurant industry.
Design/methodology/approach - Secondary research and qualitative interviews were used to build the model of customer satisfaction. A structured questionnaire was employed to gather data and test the model. Sampling involved a random selection of addresses from the telephone book and was supplemented by respondents selected on the basis of judgment sampling. Factor analysis and multiple regression were used to test the model.
Findings - The regression model suggested that customer satisfaction was influenced most by responsiveness of the frontline employees, followed by price and food quality (in that order). Physical design and appearance of the restaurant did not have a significant effect.
Research limitations/implications - To explain customer satisfaction better, it may be important to look at additional factors or seek better measures of the constructs. For example, the measures of food quality may not have captured the complexity and variety of this construct. It may also be important to address the issue of why customers visit restaurants. Instead of the meal, business transactions or enjoying the cherished company of others may be more important. Under the circumstances, customer satisfaction factors may be different. The results are also not generalizable as the sampled area may have different requirements from restaurants.
Practical implications - Full service restaurants should focus on three elements - service quality (responsiveness), price, and food quality (reliability) - if customer satisfaction is to be treated as a strategic variable.
Originality/value - The study tests the transaction-specific model and enhances the literature on restaurant service management.
Keywords Restaurants, Catering industry, Customer satisfaction, Service levels, United States of America
Paper type Research paper
Introduction
The restaurant industry in the USA is large and ubiquitous. Providing a range of products and services, it touches nearly every household in one way or another. Reflecting on the size of the industry, The National Restaurant Association (NRA) predicted in 2003 that Americans would spend 8426.1 billion on food consumed outside the home (National Restaurant Association, 2003). Of this amount, it was predicted that full service restaurants could secure about S153.2 billion or, roughly, 36 percent of the share. The restaurant industry has grown over the years, largely because the American...