Factors Impacting Customer Satisfaction in Fast-Casual Restaurants in Finland : A Case Study of Bistro Hovikokki Restaurant in Lempäälä, Finland
Heidari, Esra (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026051612764
https://urn.fi/URN:NBN:fi:amk-2026051612764
Tiivistelmä
Customer satisfaction plays a key role in the success of restaurants. This thesis examines the factors influencing customer satisfaction at the fast‑casual restaurant Bistro Hovikokki operated by Jabbari Oy in Lempäälä, Finland. The study aims to identify which service attributes most strongly by affect customer satisfaction and analyse how customer expectations compare with their actual experiences.
The theoretical framework uses the Kano Model, which supports research on classifying service characteristics as well as the Expectation-Disconfirmation Theory (EDT). Secondary data from the literature review was used to inform and support the development of the structured questionnaire before primary data collection.
Primary data was collected through a structured questionnaire, resulting in 41 valid responses. The analysis includes descriptive statistics, expectation–experience comparison, the Wilcoxon Signed‑Rank Test, Kano classification, and the calculation of Customer Satisfaction (CS) and Customer Dissatisfaction (CD) coefficients.
Overall, the results show that Bistro Hovikokki performs relatively well across six key service categories: food quality, service quality, pricing, communication, physical environment and cleanliness, and staff‑related factors, reflected in the high ratings given by customers. While the restaurant performs well overall, pricing and food quality did not fully meet customer expectations and were identified as One‑Dimensional attributes, meaning they influence both satisfaction and dissatisfaction. Staff behaviour, professionalism, communication, and cleanliness exceeded expectations and contributed positively to the customer experience. Based on these results, the study recommends prioritising improvements in food quality based on customer expectation, pricing, and menu diversity while maintaining strong staff‑related performance. Although the findings are restricted to one fast-casual restaurant, they overall provide valuable insights for enhancing customer satisfaction in fast‑casual dining settings.
The theoretical framework uses the Kano Model, which supports research on classifying service characteristics as well as the Expectation-Disconfirmation Theory (EDT). Secondary data from the literature review was used to inform and support the development of the structured questionnaire before primary data collection.
Primary data was collected through a structured questionnaire, resulting in 41 valid responses. The analysis includes descriptive statistics, expectation–experience comparison, the Wilcoxon Signed‑Rank Test, Kano classification, and the calculation of Customer Satisfaction (CS) and Customer Dissatisfaction (CD) coefficients.
Overall, the results show that Bistro Hovikokki performs relatively well across six key service categories: food quality, service quality, pricing, communication, physical environment and cleanliness, and staff‑related factors, reflected in the high ratings given by customers. While the restaurant performs well overall, pricing and food quality did not fully meet customer expectations and were identified as One‑Dimensional attributes, meaning they influence both satisfaction and dissatisfaction. Staff behaviour, professionalism, communication, and cleanliness exceeded expectations and contributed positively to the customer experience. Based on these results, the study recommends prioritising improvements in food quality based on customer expectation, pricing, and menu diversity while maintaining strong staff‑related performance. Although the findings are restricted to one fast-casual restaurant, they overall provide valuable insights for enhancing customer satisfaction in fast‑casual dining settings.