Determinants of customer satisfaction in a restaurant setting.

Abstract

The goal of every successful business should be to satisfy customers, and restaurants are no exception. However, to satisfy customers in the restaurant setting, it is necessary to know the determinants of their satisfaction. Prior research has examined these determinants, the results are sometimes conflicting or indicate that there are also other factors, yet to be discovered. Therefore, the aim of this Master's thesis is to examine the determinants of customer satisfaction in the restaurant setting. To achieve this goal, qualitative research was employed in a specific full-service Czech restaurant ' Pivovar Kytín. Specifically, interviews were conducted with 20 customers of Pivovar Kytín restaurant, in order to reveal the potential determinants of satisfaction. This thesis provides insights into the Czech restaurant setting and especially into the Czech restaurant customer. The qualitative data were analysed with the use of the Gioia Methodology. The interviews with diverse customers of Pivovar Kytín disclose eight determinants of satisfaction: beverages, food, service quality, physical design, atmosphere, location, price and restrictions.