The Relative Importance of Food, Atmosphere, and Fairness of Wait: The Case of a Full-service Restaurant

• Published in: The Cornell hotel and restaurant administration quarterly 2004-08, Vol.45 (3), p.235-247
• Main Authors: Sulek, Joanne M., Hensley, Rhonda L.
• Format: Article
• Language: English
• Subjects: Consumer attitudes; Customer retention; Customer satisfaction; Customer services; Food; Food quality; Hospitality industry; Patronage; Perceptions; Product quality; Quality of service; Regression analysis; Restaurants; Studies; Vegetarianism
• ISSN: 0010-8804; 1938-9655; 1552-3853; 1938-9663
• DOI: 10.1177/0010880404265345

Food quality came out as the only one of nine factors being tested that had a significant effect on intent to return for 239 diners at an Irish-pub-style full-service restaurant in the southeastern United States. Even so, food provided only a partial explanation of the repeat-patronage decision. Examining customer satisfaction, food quality again was at the top of the list, but the restaurant’s atmosphere and the fairness of the seating procedures also had significant effects. Together, those three factors explained about half of the variability in a regression model of customer satisfaction. Given that food was such a strong factor in the repeat-patronage decision, diners’ suggestions to this restaurant are of interest to other restaurateurs. The diners suggested that the restaurant expand its menu. In particular, they wanted to see more items that fit the restaurant’s Irish-pub theme. Finally, diners were especially interested in having additional healthful menu items.