Investigating the Key Factors Influencing Customer Satisfaction Case of Start-up Restaurant in Finland

Abstract

The restaurant sector in Finland has seen growth, However, start-up restaurants face hurdles, including intense competition, elevated operating costs, and limited brand visibility. Many fail within first three years due to financial instability and inadequate customer satisfaction. This research “investigates key factors influencing customer satisfaction in start-up restaurants”, using Company X, a fried chicken restaurant in Tampere, as a case study. The study highlights four independent variables: marketing strategies, menu innovation, location, and digitalization, with customer satisfaction being the dependent variable. A quantitative approach was taken, with the help of a survey collecting data from 50 participants, including dine-in customers. It uses a Likert scale to assess variables, and data analysis involved descriptive statistics, correlation, and regression techniques The results showed menu innovation strongly influenced customer satisfaction, highlighting the need for unique and attractive menu options. Marketing strategies had a notable positive effect, especially via digital platforms and targeted advertising. Location indicated a moderate link with satisfaction, stressing accessibility and convenience as key factors. Digitalization, through online ordering systems and social media interaction, proved critical for improving customer experience. Regression analysis validated the combined impact of these variables. The study concludes by providing actionable recommendations to optimize marketing efforts, innovate menu offerings, leverage digital tools, and improve customer experience. These findings contribute to understanding the unique challenges faced by start-up restaurants and offer practical strategies to enhance customer satisfaction, ensuring long-term growth and sustainability in Finland’s competitive restaurant industry. Keywords: Customer Satisfaction, Start-up Restaurants, Marketing Strategies, Menu Innovation, Digitalization.