In this Literature Review we attempt not only to find what factors

contribute or stimulate customer satisfaction but also to link these

factors with customer intent to return to the restaurant and which of
these variables plays the largest role in customers return patronage
intention. Some of the factors considered are dining duration, table
characteristics, food quality, atmosphere, fairness of wait, company
and other guests dining at the restaurants. Although all these
variables seemed to play a role results show that certain factors had
significantly greater effects on customer satisfaction along with
intent to return.

In order to keep some structure in this review findings from five

different research reports will be arranged into similar categories in
the following order service, atmosphere (music, décor, ect) and
table characteristics, and factors that have to do with time such as
fairness of wait and dining duration.

For any restaurant guest service is likely to play a major role in

guest satisfaction because next to the actual food it is the most
important aspect of a dining experience. In the two studies that
looked at service one looked at what guests would be willing to pay
for their dining experience but more importantly what percentage of
the overall bill they would be willing to spend on the service, food
and company in order to determine the importance of the individual
aspects. In this section of the review we will only look at the
importance of service, other aspects will be examined later. This will
be referred to as study 1 “The Dining experience: do restaurants
satisfy customer needs?” (Andersson and Mossberg, 2004). Study 2
“Guest satisfaction and Restaurant performance” (Gupta,
McLaughlin and Gomez, 2007) examines the overall service of the
restaurant followed by variables such as whether the food was
served in a timely manner, if the server was attentive, the
friendliness of the server and the server appearance. The customer
was asked their intent to return within the next thirty days. Using
results from study 2 we were able to find the relationship between
customer satisfaction of the service and the influence this had on
the guests intent to return to the restaurant.

These two reports examine the different aspects of a restaurant and

the process, which are 1. Amount willing to spend on individual
factors of the dining experience and 2. Which factors of the dining
experience (i.e. service, food) have the greatest effect on guests
return patronage intention? There are some significant correlations
between the two studies when talking in terms of service.

Study one examined two situations at a restaurant, a lunch and

dinner service. The results showed that in a lunchtime meal only 8
percent of an average of $US 8.12 total bill was willing to be spent
on service. Whereas during a dinner service almost 20 percent of an
average $US 30 bill was willing to be spent on service, almost $US
6. It was found that this was to stimulate the customers’ need for
social and intellectual interaction (Maslow, 1987) e.g. service and
restaurant décor. In a lunchtime situation the willingness to pay for
physiological and intellectual needs are virtually the same whereas
at a dinner meal the intellectual needs of customers increase
significantly. Study 2 in comparison shows the satisfaction of the
service and the impact it will have on the guests’ intent to return to
the restaurant within the next thirty days. Findings show that
overall service had a significant effect on the comeback score, a
minor increase of 1 percent of overall satisfaction of the service
would increase the customers intent to return by .26 percent, this
may not seem significant but restaurant that have large guest
counts would be greatly effected with an improvement in service
quality. However it must be said that although all aspects of service
had an impact on customer satisfaction, some attributes such as
server appearance had no impact on the customers’ intent to
return. Especially in fine dining and dinnertime services service
plays a significant role in customer satisfaction and return
patronage intention. To what extent it plays a role in the overall
dining experience we will examine later in this review.

In a dining experience atmosphere is certain to play a part in the

customers’ satisfaction, but how and to what extent compared to
other attributes does it effect satisfaction and intent to return? In
study one, which was a survey of 310 customers in 14 full service
restaurants findings showed that again the atmosphere plays a role.
In lunchtime situations restaurant guests didn’t put much worth into
the restaurants interior, only 7% of the total bill was willing to be
spent on that aspect whereas during a diner service it was 11%.
Although this may not be statistically significant there were other
factors that had a significant effect on satisfaction. Both good
company and other guests inside the restaurant will or can change
the customers’ perception of the restaurants atmosphere. Combined
good company and other guests made up for 17% of the customers
overall willingness to pay for those specific attributes in a lunch time
situation whereas in a dinner situation this percentage almost
tripled to 45% of the overall bill, these figures are extremely
significant the only problem being that these two factors are
virtually impossible to be controlled by the management.

Where study one looks at the amount customers are willing to pay
for specific aspects or attribute of a dining situation study two looks
at customer satisfaction attributes and their significance on the
customers intent to return. The customer satisfaction level for
atmosphere in this study was considerably high at 96%.
Furthermore in this case when atmosphere is mentioned the study
looked at the restaurant in an overall sense but also the table setup
(whether it was neat and tidy) and the décor of the restaurant.
Although 96% is very high customer satisfaction level intent to
return to the restaurant wasn’t shown. This was found by adding an
additional question to the survey “does the customer intend to
return to the restaurant within the next 30 days”? By adding this
question the up and down elasticity’s of each individual attribute
could be calculated. Results showed that for both “overall
restaurant satisfaction” and “table neatness” the elasticity’s were
not significant when compared to other attributes. Atmosphere
scored the second lowest elasticity with .11% increase in the
comeback score for every 1% in the satisfaction of the customers’
perception of the atmosphere. As for the table setup the score was
even lower with a mere .03% increase. These values become
insignificant when compared to the attributes such as “value for
money” and “ food” which both recorded an up elasticity of about .
26%. Looking at these figures it is clear that although atmosphere
has an effect on customer satisfaction it plays little or no role in the
customer’s intent on dining at the restaurant again within the next
30 days. In the third study “The importance of food, atmosphere
and fairness of wait” (Sulek and Hensley, 2004). Atmosphere is
looked at in a bit more detail concentrating on more aspects of
atmosphere such as temperature, décor, music, ect. Similar
attributes were used as in study two asking customers’ about food,
service, waiting times and atmosphere. Customers were asked to
rate individual attributes on a scale of 1 to 5, 5 being very good. The
last question dealt with the likelihood of the customer returning
within the next 30 days. Results showed in contrast to study two
that atmosphere did not play a significant role in the customers’
satisfaction or intent to return to the restaurant. This is mainly
because when guests enter and dine at a restaurant décor is the
only attribute noticed and evaluated if there is a serious problem
with it or if there are other problems that may cause the guest to
criticize the restaurant. Between the three studies similar but no
identical results were discovered. Atmosphere can contribute to
customer satisfaction but is not a factor influencing intention for
return patronage.

The next attribute we will look at is food, although many factors

affect satisfaction the bottom line is that guests come to a
restaurant for food, without it there would be no actual dining
experience. This is why most of the articles that have been
summarized discovered that food plays an extremely significant role
in customer satisfaction and their intent on returning to a
restaurant. Study one initially explains that this is because it is an
actual physiological need (Maslow, 1987) we as human beings have
the need and desire for food and drink. Without it we will feel
physical discomfort at the least. In today’s day and age especially in
the modern world food is taken for granted. In study one customers’
were asked to divide their willingness to pay into two categories or
sub categories along with the other attributes that make up a dining
experience, “food” and “fine cuisine”. Surprisingly guests found fine
cuisine more important in lunchtime dining situations then in dinner
with 25% of the total bill going towards it this is almost double the
results for dinner dining. Perhaps not so surprising was the food
category where 43% of the total lunchtime bill went on food and
only 13% during a dinner service was willing to be spent on food.
This can be explained by the fact that luncheon is intended to fulfill
social and intellectual needs. Although these values are in
percentages it must be mentioned that the dinner is significantly
more expensive then the luncheon but even considering this the
percentage values are still significant and relevant. In this case food
affects customer satisfaction more significantly during luncheon
situations. In comparison to study one, study three looks at the
relative importance of food, atmosphere and fairness of wait and
their connection with the customers’ intent to return. The food
aspect of it is categorized into three characteristics: food safety
such as ensuring meals are not under cooked and there are no
foreign materials, food appeal involves things such as taste,
presentation and portion size, and dietary issues such as healthy,
vegan and vegetarian menu choices. This was then called “Food
quality”. A survey was carried out in an Irish bar and grill restaurant
that included asking guests which attributes contributed to their
intent to return to the restaurant. After analyzing the results it
showed that all aspects of the study (food, atmosphere, and fairness
of wait) had a significant effect on customer satisfaction but only
food prepared the way customers’ liked it had a significant effect on
guests intent on return patronage. The study found that a creative
change in food such as a wider menu change or general or a
healthier choice of foods can make a restaurant much more
appealing to customers’ and have a significant effect on customer
satisfaction. Study two had gone one step further in creating a link
between customer satisfaction and intent to return by not only
measuring food in an overall sense but to pinpoint which aspects of
the food guests enjoyed most and then calculating the elasticity’s of
the comeback score for each specific attribute. A very large sample
was used of a chain of full service restaurant operating in two thirds
of the United States, there was about 80,000 useable surveys.
Results showed that overall the guest satisfaction for food was
lowest among other attributes scoring in at only 92%. The detailed
attributes however scored between 92% and 96%. Food quality
being the lowest and presentation the highest. These scores were
then analyzed and computed in order to calculate the up and down
elasticity’s on the comeback score, in other words if customer
satisfaction inclines by 1% within a specific attribute how large the
increase or decrease in the comeback score would be. This is done
to determine the importance of individual aspects of food service
ect. Results of the elasticity’s showed significant differences, out of
four food attributes, which were food delicious, food presentation,
food quality and food temperature. Surprisingly only one attribute
was statistically significant. Food delicious showed an up elasticity
of .26% meaning that for each percent increase in the satisfaction of
that attributed the comeback score would increase .26% all the
other attributes showed an up elasticity below .1%. A small increase
in a national chain of restaurants can have a significant impact on
the amount of customers through the door thus increasing sales. In
the case of food all three studies show that food has a significant
impact on guest satisfaction and there is common ground between
studies two and three that food the way customers’ like it has the
greatest impact on return patronage, furthermore although only
some aspects of the food have a significant effect on return
patronage it is important to create a synergy by perfecting all
aspects of food in order to maximize customer satisfaction. Study
four “Restaurant Table Characteristics and Guest Satisfaction”
(Robson and Kimes, 2009) examines table characteristics such as
table size (right size or oversize), and table spacing. The study then
examines the effect of these factors on spending, time spent at
table, guest satisfaction and intent to return to the restaurant. In
the five articles looked at in this literature review it is the only one
that examines the table characteristics as a factor for guest
satisfaction. The data gathered by a survey of guests (which were
only parties of 2) who were seated at a table meant for seating two
or four guests, were asked to fill out a survey that came with their
bill. This survey contained questions about the overall satisfaction of
the experience, table comfort and room at the table, food, and
service along with how likely guests are to return and recommend
the restaurant to others. Beside table size another experiment was
carried out concerning table spacing, whether tables were spaced
“near” less then 20 inches, “moderate” more then 20 but less then
36 inches, and “far” 36 inches apart or more. The same survey was
given to customers in this study. Findings showed that parties
seated at larger tables showed a slight increase in satisfaction levels
for all attributes but the significant factors were that guests “felt
comfortable” and that the tables were “well spaced”. Another
finding was that parties seated at larger tables had larger bills and
increased dining duration. There was no significant change in the
likelihood to return, however when looking at table spacing results
came back slightly more significant especially concerning the
spacing of tables spaced near or even moderate showed great
customer dissatisfaction, only well spaced tables seemed to satisfy
customers’. The average satisfaction levels were slightly higher for
tables that were spaced far apart. But all these findings seemed not
to be significant enough in order to view table characteristics as an
important factor although guest satisfaction is to some degree
influenced it has little of no effect on the guests’ intent to return to
the restaurant.

The last study we looked at attempts to establish a link between

dining duration and customer satisfaction. Study 5 “Dining Duration
and Customer Satisfaction” (Noone and Kimes, 2008) looks at
whether dining duration should be reduced and how, and then the
effect on customer satisfaction and intent to return is evaluated.
270 useable surveys were recorded and results showed that it was
not the actual waiting time that affected the guests but perceived
waiting time furthermore if waiting time is reduced it had a different
effect on customers’ satisfaction in various stages of the dining
experience, guests who perceived service as fast and the pre and
post stages of the dining such as being seated and receiving the
cheque. Customers’ didn’t mind the fast pace, however in the
process of the dining experience a fast pace (especially in fine
dining restaurants) significantly reduced customer satisfaction.
Guests felt as though they were being rushed thorough their meal.
A slower pace in general in fine dining restaurants was compared to
casual or upscale casual restaurants. Results showed that pace
affected the perception of the servers’ performance, if speed is
perceived as extremely fast in the “pre and in process” stages
respondents lowered their perceptions of the servers’ performance,
whereas in the “post” process the perceived performance increased
as the pace increased. Similar results were found with guests
perceived control over the dining duration. Faster pace in the “pre
and in process” stages reduced the sense of control whereas in
“post process” perception of control increased. The “in process”
stage of the dining experience had the greatest effect on customer
satisfaction and the overall satisfaction of the dining experience had
a positive effect on the likelihood of the customer to return and
recommend the restaurant to others.

conclusion

To conclude this literature review concerning guest satisfaction and

intent on returning to the restaurant, we have looked at 5 studies in
total, some only examining customer satisfaction and others that
link it to the customers intent to return and what individual aspect
play a part.

Having looked at food, service, atmosphere, dining duration and

table characteristics, results showed significant differences in the
amount of satisfaction customers perceived from different aspects
of their dining experience. First and foremost food prepared the way
customers enjoyed it had had the greatest impact on customer
satisfaction while other factors concerning food such as
presentation and portion size only came in second. Although to a
degree out of the restaurant manager’s control, other guests and
company also seemed to play an important role in guest
satisfaction. Followed by this was service, from servers being
attentive, to guests being greeted in a friendly manner and orders
taken promptly. To conclude, service had a significant effect on
customer satisfaction. It can be said that all of the attributes
researched have some effect on guest satisfaction to a certain
degree but the factors mentioned above had the greatest impact.
The other attributes, table characteristics for example showed little
or no effect on overall satisfaction, but in dining duration different
results were found for different stages of the dining process. It must
also be said that although some factors do not significantly
contributes to customer satisfaction, a negative experience will
most likely have a much more significant effect.

In the case of these attributes and their connection with guests’

intent to return results showed even greater variation. There was
only one set of contrasting results that showed the overall value of
the meal to have a more significant effect then food quality on the
customers intent to return. The other studies showed that food
quality had the most significant effect followed by service and the
restaurants décor, interior and atmosphere. Dining duration and
table characteristics although to some degree contribute to
customer satisfaction had very little or no effect on return
patronage intention.

For managers it is important to prioritize these factors based on

there significance, it can be said that in order to create a great
dining experience the restaurants staff should not only meet but
exceed the customers expectations of all aspects of the dining
experience in order of there importance. Perhaps more importantly
to create a loyal customer base, food the way the customer want it
at a relatively good value is the key element to return patronage,
second only to good service. If these two factors are considered and
improved there is a high likelihood that customer loyalty will
develop because customers intend to return to the restaurant.