Assessing restaurant guests’ satisfaction and its impact on repeat visit A case study of Sunyani

Abstract

he study was conducted to assess restaurant guests’ satisfaction and its impact on repeat visit at Sunyani in the Bono Region. A descriptive survey design was adopted and data were collected using a questionnaire. One hundred and five (105) restaurant guests were selected for the study using a convenience sampling technique. Data collected was analysed using Statistical Package for Service Solution (SPSS) version 20. The study revealed that the restaurants offered pre dining experience, dining-in experience and post-dining experience to their guests. The study also showed that tangibles, reliability, responsiveness, assurance and empathy were major factors that influence guest satisfaction. The restaurants offer value for money, restaurant premises are safe and secure, the restaurant staffs are friendly, efficient at in-dining experience, the restaurants have a variety of products on their menu as well as other ancillary services. Easy accessibility to restaurants affects guest satisfaction and finally, the study showed that restaurant guests are satisfied with restaurants that have calved a positive brand image for itself, customer relationship, good location of restaurants, service quality, aesthetic appeal as well as safety and security to motivate them in selecting restaurants. Given that customers require the presence of all the following service quality dimensions; tangible, reliability, responsiveness, assurance, and empathy, restaurant management should ensure that all dimensions are improved and sustained. It can be concluded that restaurant services affect guest’s satisfaction, and good guest service provision positively affect the satisfaction of guest and lead to repeat visit, a situation among restaurants in Sunyani Municipality. It is therefore recommended that, further study should be carried to investigate the relationship between guest expectation, satisfaction and perception with restaurant service delivery.