Customer Satisfaction in Restaurant Context

The aim of this study is to focus on the customer’s satisfaction as a main objective of the service industries such as restaurant industries. It explores the connection between customer’s satisfaction and loyalty in the restaurant industry and the impact of customer satisfaction on loyalty through value-added services.

Running head: CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
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1CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
Abstract
The aim of the study is to focus on the customer’s satisfaction as a main objective of the
service industries such as restaurant industries, hotel industries and others. This study focuses
on showing the different researches conducted in the field of restaurant industries to show a
connection between customer’s satisfactions and how that leads to customer’s loyalty. There
are three main determinants that affect the customer’s satisfaction their emotions, their
perception of the quality of service and their loyalty. The aim of the study is to show the
impact of customers satisfaction on customers loyalty through different value added services
of the restaurants.

2CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
Table of Contents
Introduction................................................................................................................................3
Introduction............................................................................................................................3
Customer satisfaction in Restaurant context..........................................................................3
Quantitative research on Customer satisfaction in the restaurant context.............................4
Qualitative research on the customer satisfaction in the restaurant context..........................4
Mixed research on the customer satisfaction in the restaurant context..................................5
Common themes/findings across the articles.............................................................................5
Different themes/findings across the articles.............................................................................5
Study limitations and the limitations of the quantitative and qualitative researches.................6
Future research directions proposed in the articles....................................................................6
Expected results.........................................................................................................................6

3CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
Introduction
Introduction
Customer satisfaction in the restaurant industry is the measurement through surveys
or interviews or other tools that how a restaurants services exceeds the expectation of the
customers (Darmawan, 2018). Customer satisfaction is important for bringing a sense of
loyalty in the customers and that leads to repeat visits in the restaurant. The customers
satisfaction is affected by a number of factors such as the quality of the service they get from
the, the quality of food, the ambience that is created in the environment and others all
influence a customers satisfaction and behavior towards restaurants (Al-Tit, 2015). The aim
of the study is to focus on the improving customer’s satisfaction in the restaurant industry.
This study will suggest the future of the restaurant industry depending upon the customers
satisfaction after analyzing the quantitative and qualitative researches done in this field.
Customer satisfaction in Restaurant context
Customer’s satisfaction in the restaurant industry is affected by three main factors-
positive emotions of the customers, negative emotions of the customers and the service
quality perceptions by the customers. Positive emotions of the customers affect their
perception towards the quality of service in the restaurants more than the negative emotions
of the customers (Mathe et al., 2017). Positive emotions acts as an mediator of the
perceptions of the dining services and the customers satisfactions influences the customers
ability to pay more, to become loyal towards that particular company. The three concepts of
customers emotions, perceptions of service quality in the restaurant and the customers
satisfaction are related to each other and affect each other directly (Boo, 2017). The
traditional theories has been challenged by the recent studies on the grounds that customers

4CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
satisfaction does not affect their intentions to buy positively. Earlier studies showed that a
customers satisfaction influences hos buying intentions positively but in the recent case it has
been seen that customers have a tendency of switching from one branded restaurant to other.
Henceforth, even if the customers have got satisfied by a restaurants dining services it may
not influence his choice of visiting that place again (Shukla, Banerjee & Singh, 2016). The
customers willing to pay more is affected by their satisfactions movement from the
transaction specific to the cumulative satisfaction these days. The quality of service is a major
factor in determining the customers intentions of purchase and also their intentions of return
to that same restaurant.
Quantitative research on Customer satisfaction in the restaurant context
The main objective of the research was to understand the relation between customer’s
satisfaction and customer’s loyalty. For this quantitative methods are used. For understanding
the customer’s perception of restaurant innovativeness, customer satisfaction, customer value
creation behavior and the customer’s conative loyalty. The quantitative data was collected
through online surveys and for this the sample population were the students who had
experiences of branded restaurants dining (Bernard, 2017). This sample population was
selected because it was their interest of topic.
Qualitative research on the customer satisfaction in the restaurant context
The qualitative research was conducted with the help of interviews with the guests
and the managers to understand the customers satisfaction of five start restaurants in
Australia. The main purpose of the qualitative research was to find out the factors through
which the customers feel satisfied and whether there is any difference in the perception of the
customers and the hotel managers regarding the quality of services (Silverman, 2016). The
customers measures satisfaction through the value that they receive as against the cost paid

5CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
by them to avail these services whereas the term customers satisfaction in terms of the
managers mean that the services provided by the restaurant to the customers.
Mixed research on the customer satisfaction in the restaurant context
In order to understand the customers loyalty through customers satisfaction both the
methods needs to be used for gaining better understanding if the customers requirement
(Molina-Azorín et al., 2015). One of the main determinants of the customers satisfaction is
that of perceived value and quality of services for measuring this it is important to use the
qualitative techniques which provides a subjective research into customers satisfaction. For
this interviews will be conducted. However, for measuring the customers satisfaction in
numerical terms that is needed by the restaurants it is necessary to conduct quantitative
research such as surveys.
Common themes/findings across the articles
The common themes that is seen in all the articles is that of the relationship between
the customer satisfaction and customer loyalty. Each of the articles have shown that positive
customers satisfaction has an impact on the customers behavior of buying and returning to
the restaurant. This in turn creates customer loyalty. Customers satisfaction is the maim goal
of all service industries to ensure that the customers return again to the same restaurants.
Customers loyalty also influences their ability to pay more. Customer’s loyalty also affects
their perceptions of the quality which in turn related to their ability to prefer one restaurant
over the other.
Different themes/findings across the articles
The main difference in the themes of the articles was that some were focused on
identifying the customers satisfaction in affecting their customers loyalty whereas some

6CUSTOMER SATISFACTION IN RESTAURANT CONTEXT
others said that there is a direct relationship between the customers satisfaction and customers
loyalty.
Study limitations and the limitations of the quantitative and qualitative
researches
The major limitations faced while carrying out the quantitative data was that there
was much plagiarism in the responses of the customers. Moreover the idea of online surveys
also fails due to network interruption and as a result the customers answer the survey in a
hurry to finish in order to avoid the inconvenience faced by the network interruptions. The
time given for answering the survey was also not sufficient. The problem faced while
carrying out face to face interviews was that too much of time was consumed in the
interviews. The data gathered through qualitative methods is subjective in nature. The
researcher’s attitude can negatively affect the results of the interview.
Future research directions proposed in the articles
All the articles aimed at improving the customers satisfaction by improving loyalty
and for creating this loyalty different techniques can be used such that the customers do not
switch brands.
Expected results
If techniques can be used by the restaurants to improve the customers loyalty through
individual customers satisfaction every time they visit the restaurant can help the restaurants
in becoming successful. The restaurants should try to improve the customers experience
every time they visits the restaurant to ensured customers satisfaction every time and that
would lead to customers loyalty.

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References
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Boo, H. V. (2017). Service environment of restaurants: findings from the youth
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Mathe, K., Scott-Halsell, S., Kim, S., & Krawczyk, M. (2017). Psychological capital in the
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Silverman, D. (Ed.). (2016). Qualitative research. Sage.