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

Abstract

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.

Keywords: Behavioral intentions; Consumer research; Food choice; Foodservice; Restaurants.