The Factors Affecting on Consumers' Repurchase From Same Restaurant

RESTAURANT FACTORS
RELATING TO
CONSUMER
REPURCHASING TENSION

ABSTRACT
This present dissertation is about the Restaurant, Factors relating to consumer repurchase. The
aim of the study is To identify the factors affects the consumers in order to repurchase from the
same restaurant they usually use”. A study on restaurants of United Kingdom (London). The
objectives of this research are To identify the methods that restaurant use in order to make their
customer to repurchase from them again and stay loyal to the business, to determine the positive
or negative impact of operating ethical business practice on consumer repurchasing from the
same businesses, to identify the way to resolve the issues to bring the customer back when
customer do no make repurchase from the same restaurant and to provide ways to the restaurant
business owners that helps to make loyal customers.
Customers are the heart of the businesses either it is small or big enterprises. Restaurant
employs high efforts to make their customers highly satisfied. It is very important for the
restaurants or businesses because of high competition in the market and it becomes highly
challenging for firms to retain their customers for longer period. Further, this present study was
based on qualitative methods and data was collected from primary methods through survey via
questionnaire. The sample selected was 150 customers as they were the best and most suitable
subset to solve the issues and research questions. Moreover, the research comes to the conclusion
that customers were not loyal to the restaurants as they explore new restaurants as UK
restaurants are not able to keep their customers loyal to the company. Restaurateurs have to put
efforts to keep the customers attached towards the company.

TABLE OF CONTENTS
ABSTRACT ....................................................................................................................................2
TOPIC..............................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Research Background..................................................................................................................1
Aims and Objectives...................................................................................................................2
Rationale.....................................................................................................................................2
Significance of the Research.......................................................................................................3
Problem Statement......................................................................................................................3
Chapter Structure........................................................................................................................4
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Introduction.................................................................................................................................4
Theme 1: Methods that restaurant use in order to make their customer to repurchase from
them again and stay loyal to the business...................................................................................5
Theme 2: Positive or negative impact of operating ethical business practice on consumer
repurchasing from the same businesses......................................................................................6
Theme 3: Way to resolve the issues to bring the customer back when customer do no make
repurchase from the same restaurant...........................................................................................9
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
Introduction...............................................................................................................................10
Research Type...........................................................................................................................11
Research Philosophy.................................................................................................................11
Research Approach...................................................................................................................12
Research Design........................................................................................................................12
Sampling...................................................................................................................................13
Data Collection..........................................................................................................................13
Data Analysis............................................................................................................................14
Ethical Consideration................................................................................................................14
Research Limitations.................................................................................................................15
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION....................................................15

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................35
Conclusion.................................................................................................................................35
Recommendation.......................................................................................................................36
REFERENCES..............................................................................................................................38
Books and Journals:..................................................................................................................38
Online:.......................................................................................................................................41
APPENDIX....................................................................................................................................42
Questionnaire............................................................................................................................42

TOPIC
“Restaurant, Factors relating to consumer repurchase”.
CHAPTER 1: INTRODUCTION
Research Background
Customers are the heart of the businesses either it is small or big enterprises. Customers
are the individual or business that purchases the goods and services of the company. Customers
are the foundation of the business as no other business could achieve success without satisfying
there customers. Organisations put efforts to make the customers highly satisfied and happy with
the products and services of the company (Khalilzadeh, Ozturk and Bilgihan, 2017). Loyal
customers acts as an ambassadors of the company. It is true that satisfaction of customers does
not impact on the bottom line of the business but it also influences the moral e of ream and
retention rate. For survival, business requires money and to make money firm requires
customers. It is very important that businesses should understand the customers so that customer
visit again and again to the purchase the goods and services of the company. The most valuable
and worthy asserts are customers. Organisation put efforts to make the customer satisfied and
loyal towards the company. Companies put efforts to the highest extent so that they could make
the customer to repurchase from the same products of the firm. There are various factors that
affects the customers in order to repurchase from the same firm are purchasing power, group
influence, personal preference, economic conditions, marketing campaign, product placement,
brand name or reputation, pricing, packaging, convenience and many other factors. Thus, these
are all factors that are related to the repurchase of product and services of the same company.
These factors influence the customers repurchase especially in services sectors because in
services sectors customers are majorly influence through services and less from the products.
This present research is based on the restaurants in united Kingdom. The main purpose of
this research of the factors relating to customer repurchase tension for restaurant is to find our
ways customer would repurchase from the same place and what makes them to stay loyal to a
specific restaurant and why they would or would not go and provide customer somewhere else.
In addition to this, another intention of conducting this research is to study the ways that
restaurants could bring back their customers which are not satisfied with the services. IN
addition to this, restaurant do not only provides views of the business's bit it will also give a deep
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information from customer point of view that why they use different restaurants or why they
remain loyal (Kim, Youn and Rao, 2017).
Aims and Objectives
Aim:
“To identify the factors affects the consumers in order to repurchase from the same
restaurant they usually use”. A study on restaurants of United Kingdom (London).
Objectives:
 To identify the methods that restaurant use in order to make their customer to repurchase
from them again and stay loyal to the business.
 To determine the positive or negative impact of operating ethical business practice on
consumer repurchasing from the same businesses.
 To identify the way to resolve the issues to bring the customer back when customer do no
make repurchase from the same restaurant.
 To provide ways to the restaurant business owners that helps to make loyal customers.
Research Questions:
1. What are the methods that restaurant use in order to make their customer to repurchase
from them again and stay loyal to the business?
2. What are the positive or negative impact of operating ethical business practice on
consumer repurchasing from the same businesses?
3. What are the way to resolve the issues to bring the customer back when customer do no
make repurchase from the same restaurant?
4. What are the ways to the restaurant business owners that helps to make loyal customers?
Rationale
Customer Satisfaction or Loyal customers are the most important part of the company as
they are the heart of the business. It is very important for all the business's to retain their
customers. The reason for conducting this research is to identify the factors which are associated
with the customer repurchase as restaurants were tensed to retain their customers. It is not so
easy to retain the customers for longer time period so firms put efforts to make the customer
loyal. Organisation organise marketing campaign and employ various other marketing strategies
to attract the customers. This topic is the current issues in United kingdom because of high
competition as the concern of restaurants is increasing to retain the customers as well as to make
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to them loyal to the services and products. Organisations are building on the other hand, another
reason for choosing this topic is the academic interest of researcher. By conducting this research,
researcher will gain the understanding and knowledge of this topic along with research
methodologies, data collection, survey and all other important section of research. Researcher
gains the proper understanding of the research methodologies which is very important for the
career of the scholar. Further, this research study was also conducted for the users or readers as
this investigation will help business owners to retain there customers for longer period as well as
gain understanding of those factors which are quite important for repurchase of customers.
Significance of the Research
The significance of the research is outstanding for the users or readers as well as for
researcher. This investigation will outline the importance of customers for the survival and
profitability of the business. So, through this investigation, researcher will identify those factors
that influences the customer for repurchase of the same products of the restaurant. Organisation
will start putting efforts which positively influence the customer behaviour as well as their
purchasing decision (Kang, Lee and Namkung, 2018). So, this study is very useful for the
business owners and other readers who want to understand the factors. In addition to this, this
research is also very important for the scholar as in future if scholar would open up any business
like restaurant or any other, the knowledge gain from this study will be very helpful
Problem Statement
This present research is based on the factors affecting the customers in order to
repurchase from the same restaurant they usually use. Restaurant employs high efforts to make
their customers highly satisfied. It is very important for the restaurants or businesses because of
high competition in the market and it becomes highly challenging for firms to retain their
customers for longer period. There are various issues faced by the organisation in understanding
the behaviours and expectations of customers due to highly advancement in the variety of foods
available in the market. Thus, it is very problematic situation for the organisations to build loyal
customers and repurchase of customers. On the other hand, there are some problems faced by
researcher in conducting this investigation too like unavailability of data, risk of theft and loss of
data, issues faced by the researcher.
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Chapter Structure
CHAPTER 1. INTRODUCTION: This is the first chapter of dissertation that outlines the
overview of the topic i.e. factors affects the consumers in order to repurchase from the same
restaurant they usually use. This chapter provide the aims, objective and research questions.
Further, it also explains the reason for choosing the topic, significance of this topic and problem
statements.
CHAPTER 2. LITERATURE REVIEW: This is the second chapter of dissertation.
Literature review is the like article to review and it is a scholarly paper that includes the current
knowledge inducing substantive findings to a particular topic. This present literature review will
provide the clear understand of the topic and it is based on themes which is formulated with the
research objectives.
CHAPTER 3. RESEARCH METHODOLOGY: This chapter is based on the
implication of research methods. With the help of research tools, researcher collect, analyse and
interpret the data. It is not possible to reach the aim and objectives without using tools and
techniques.
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION: This chapter is said to
be the most important chapter of the investigation as all the data related to the topic is collected
and analysed to determine the meaningful information.
CHAPTER 5: CONCLUSION AND RECOMMENDATION: This chapter is last
chapter that provide entire summary study that help in valuing data which are collected by
scholar. Various recommendations are provided by researcher to private business owners of the
restaurant in UK. Further, conclusion provides the gist of entire chapters discussed in the report.
CHAPTER 2: LITERATURE REVIEW
Introduction
Literature review is one of the crucial part of the study as it provide deep insight
information of the research and it also helps readers and users to understand the topic. It is a
descriptive, analytic summary of the existing material relating to a particular topic or area of
study. In this present literature review, researcher will formulate themes on the basis of research
objectives and use various authors to critic the views and opinions of the researcher.
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