The Impact of Satisfaction on Consumer Behavior in Restaurant Industry

This research paper is aimed at investigating some questions concerning consumer behavior in the restaurant industry, including the effect of customer satisfaction on his revisit intention to a restaurant. Literature review of essential papers showed that this relationship was not studied on the Russian data, and therefore there is a research interest in studying this topic. The metrics of customer satisfaction were ratings of “Visit Satisfaction”, “Quality / taste of food and drinks”, “Service speed”, “Knowledge of the menu by the waiter”, “Meeting and greeting”, “Friendly atmosphere” and “Cleanness of the restaurant”. Clients revisit intention was measured as the probability of repurchase. The research was carried out on restaurant chains of “Rosintro Restaurant Holding”. Following results has been achieved: the level of customer satisfaction of visit is statistically significant and has a positive impact on the customer revisit intention. Also, there are significant relationship between ratings of “Quality / taste of food and drinks”, “Service speed”, “Cleanness of the restaurant” and the probability of customers revisit and furthermore satisfaction ratings of“Quality / taste of food and drinks” have the biggest impact on the dependent variable.