Factors Influencing Customer Revisit Intentions, Satisfaction and Trust in Buffet Restaurants
Chen, Xin (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630377
https://urn.fi/URN:NBN:fi:amk-2024112630377
Tiivistelmä
Buffet-style dining is a popular choice in Finland, where competition is high, and customer preferences are diverse. Despite the popularity of buffet-style dining, customer satisfaction and trust are of great importance for the success of buffet restaurants. This study aims to identify the primary drivers of customer revisit intentions, satisfaction and trust in buffet restaurants, providing new insights into how these shape customer preferences and business success.
The research employed a quantitative approach using online methods surveying a sample of 448 buffet restaurant customers mainly located in Vaasa among other cities in Finland. The survey included closed and open-ended questions designed to evaluate the impact of twelve different factors: food quality, service quality, ambience, cleanliness, perceived value, menu variety, convenience, brand image, consistency, transparency, Corporate Social Responsibility and sustainability on customer revisit intentions, satisfaction and trust. The data were analyzed using statistical methods. Additionally, thematic analysis was applied to the open-ended responses to gain deeper insights into customer preferences and expectations. The findings revealed that food quality, cleanliness, perceived value, consistency and menu variety are the five most influential factors determining customer revisit intentions and satisfaction, while most impactful factors on trust are food quality, cleanliness, service quality, consistency and perceived value.
The results suggest that maintaining high standard of food quality and cleanliness is essential for attracting repeat customers, maintaining high level of customer satisfaction and building trust in buffet establishments. Based on the results, it is recommended that buffet restaurants focus on improving food quality, enhancing cleanliness, and offering diverse menu options as well as delivering consistent quality and value to cater to a wide range of customer preferences.
The research employed a quantitative approach using online methods surveying a sample of 448 buffet restaurant customers mainly located in Vaasa among other cities in Finland. The survey included closed and open-ended questions designed to evaluate the impact of twelve different factors: food quality, service quality, ambience, cleanliness, perceived value, menu variety, convenience, brand image, consistency, transparency, Corporate Social Responsibility and sustainability on customer revisit intentions, satisfaction and trust. The data were analyzed using statistical methods. Additionally, thematic analysis was applied to the open-ended responses to gain deeper insights into customer preferences and expectations. The findings revealed that food quality, cleanliness, perceived value, consistency and menu variety are the five most influential factors determining customer revisit intentions and satisfaction, while most impactful factors on trust are food quality, cleanliness, service quality, consistency and perceived value.
The results suggest that maintaining high standard of food quality and cleanliness is essential for attracting repeat customers, maintaining high level of customer satisfaction and building trust in buffet establishments. Based on the results, it is recommended that buffet restaurants focus on improving food quality, enhancing cleanliness, and offering diverse menu options as well as delivering consistent quality and value to cater to a wide range of customer preferences.