Evaluation of factors affecting customer satisfaction in the restaurant industry. Case study: Boof restaurant chain

Authors

university of tehran

Abstract

The objective of this study is examining factors affecting customer satisfaction in the restaurant industry. The questionnaire was used to collect required data for this study. Questionnaires distributed in 10 randomly selected branches of Boof Chain Restaurant in Tehran. In each branch, 40 customers were selected for the study. Ultimately, the research sample consisted of 268 customers. Hypotheses were tested through structural equation model. The obtained results show that food quality, service quality, restaurant environment, and perception of price fairness had a positive impact on customer satisfaction, but the impact of restaurant location on customer satisfaction was not confirmed. The results also indicate that food quality as the most important factor affecting customer satisfaction in the boof.

Keywords