Engaging Customers for Loyalty in the Restaurant Industry: The Role of Satisfaction, Trust, and Delight

How does the consumer choose a restaurant? An overview of the determinants of consumer satisfaction

The failure rate of restaurants is high in many countries, primarily because of the complex relationships between services and customers. Therefore, improving restaurant customer experience is a significant challenge for entrepreneurs. This multi-dimensional experience encompasses several aspects that may or may not be related to food consumption. Many restaurant owners can avoid bankruptcy if they understand theories of service quality and the factors involved. The objective of this research is to identify and summarize known important factors that lead consumers to choose, patronize or be satisfied with a restaurant. The research question for this review is: What are the important factors that influence consumers (population) to choose, patronize, or be satisfied with a restaurant  (outcome)? Therefore, we conducted an integrative review to address this question. We included 111 studies and identified 117 factors/indicators related to consumer satisfaction and restaurant choices. First, we grouped these factors into four categories based on the Big Four restaurant attributes: atmosphere, food, service, and price & value. Four categories emerged based on consumer- and business-related aspects: behavioral intentions, values and beliefs, experiences, and companies. The "food" category is the most important factor in consumer choice and experience. However, the importance of this category may vary depending on the situation (e.g., lunch, dinner, weekends, weekdays) and should be carefully considered, as all categories were relevant but intricate. Such factors are associated with many positive outcomes, such as satisfaction, loyalty, brand love, patronization, and intent to visit and revisit.

The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants

Purpose

The aim of this study is to examine the role of relational benefits and brand experience measurements on willingness to pay more (WPM), effects of word of mouth (WOM) and repurchase intention (RI) in fast-food restaurants (FFR).

Design/methodology/approach

Employing an online questionnaire survey with a sample size of 503 respondents, the quantitative methodology included multiple regression and factor analysis to facilitate the analyses of data.

Findings

Relational benefits and their dimensions (confidence, special treatment and social benefits) found to positively impact WPM, WOM and RI. With reference to brand experiences, the current study found that behavioural and intellectual experiences have significant and positive effects on WPM, WOM and RI. Surprisingly, no positive significance was identified between sensory experiences and WPM, WOM and RI.

Practical implications

The findings show that relational benefits and brand experience dimensions play an essential role in improving brand loyalty.

Originality/value

The current study subscribes to the concept of relationship marketing theory, suggesting that loyalty to FFRs can be enhanced by offering customers relational benefits and augmenting their brand experiences.

The Influence of CSR on Airline Loyalty through the Mediations of Passenger Satisfaction, Airline Brand, and Airline Trust: Korean Market Focused

Corporate social responsibility (CSR) has become a significant factor in determining business sustainability. This trend is particularly evident in the airline industry, as airlines endeavor to navigate highly competitive market circumstances. CSR activities constitute a significant duty as one of the survival strategies and to sustain their business based on the customer loyalty in the airline industry in Korea. The purpose of this research was to explore the influence of CSR on airline loyalty through meaningful mediators within the airline industry in order to elicit important insights and provide relevant conclusions for airline experts to apply toward business sustainability. This study employed three factors—passenger satisfaction, airline brand, and airline trust—as key mediators between CSR and airline loyalty. An online survey was carried out through private SNS channels targeting airline service users, and 312 completed surveys were collected. A confirmatory factor analysis (CFA) and structural equation modeling (SEM) enabled the study to determine that CSR activities among airlines significantly impact passenger satisfaction, airline brand, and airline trust. Moreover, passenger satisfaction and airline trust have a notable influence on airline loyalty. Limitations and implications for both academia and management are also presented based on the results of this research.

An empirical investigation of the factors affecting customer lifetime value

Purpose

The main objective of this paper is to investigate the factors affecting customer lifetime value (CLV) for Internet service providers in Jordan, namely, technical quality, functional quality, brand credibility, confidence benefits, special treatment benefits, customer satisfaction and commitment.

Design/methodology/approach

An online survey was conducted involving a sample of 481 respondents. SPSS was used to analyse the data and test the proposed relationships, while SmartPLS was used to examine the robustness of our results.

Findings

Results showed that confidence benefits, special treatment benefits and brand credibility had a significant and positive impact on customer satisfaction and commitment, with brand credibility appearing as the most influential factor leading to customer satisfaction and commitment, and ultimately CLV. Furthermore, research reveals an insignificant relationship between functional quality, technical quality and customer satisfaction.

Practical implications

Services' providers seeking to increase CLV need to build strong and sustainable relationships with their customers.

Originality/value

This study incorporates a set of crucial customer relationship management strategies that could be universally applied to enhance customers benefits and business performance. This is also the first study of its kind conducted in the Middle East, particularly in Jordan.