An Analytical Study of Consumer Satisfaction and Economic Influences on Revisit Intentions in Restaurants
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An Analytical Study of Consumer Satisfaction and Economic Influences on Revisit Intentions in Restaurants
Authors:
Revant More¹
Student Member, BSc. Economics (Honors), St. Xavier’s College,
Summary:
Kolkata has innumerable restaurants and many more coming up on an everyday basis. Since the city is a hub of several eateries, reviewing customer feedback is essential for restaurant owners to continue with successful and profitable operations. The purpose of conducting this research project is to examine the factors of food quality, service quality, pricing as well as restaurant environment that influences customer satisfaction. The level of satisfaction of a customer also impacts his revisit intentions and word of mouth marketing. To attain the objectives of this research project, necessary hypotheses are developed and tested. The results obtained are subsequently explained. Other than that, literature reviews are included in this research project as to provide better understanding towards the influential factors on dining experience as well as provide justification towards the research questions and research problems. The primary data was collected through survey method for the research purpose. 250 sets of questionnaires were distributed to the customers of five popular casual dining restaurants of Kolkata. The restaurants were selected on the basis of Dineout ratings. By using SPSS (V.21), data collected through survey questionnaires were analyzed and tables and charts were developed. In addition, major findings of this research project were discussed in order to understand the relationship between the different relevant variables in a restaurant. Lastly, managerial implications have been discussed to provide insight and useful information to the restaurateurs. On the other hand, the limitations of the study have also been elicited and recommendations have been developed to assist future researchers in managing these limitation.
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