Are highly satisfied restaurant customers really different? A quality perception perspective

This study aims to identify key quality attributes that significantly distinguish highly satisfied diners from non‐highly satisfied diners.

Data were collected from four mid‐to‐upper scale restaurants: two in a mid‐western city and two in an eastern city in the USA. Logistic regression was used to determine which quality attributes are critical in distinguishing highly satisfied diners from other diners.

This study shows that appealing food presentation, tasty food, spatial seating arrangement, fascinating interior design, pleasing background music, reliable service, responsive service, and competent employees are important attributes in contributing to the high satisfaction of diners.

The focus of this research was mid‐to‐upper scale restaurants. The research may not be generalizable to other segments of the restaurant industry because of the small sample size and limited geographic area.

The findings help restaurant managers to invest their resources more efficiently, making changes to crucial quality attributes that elicit the customer's satisfaction level.

Unlike the previous studies on the link of quality to satisfaction, this study looks at quality perception from the perspective of a highly satisfied customer. In addition, this study encompasses diverse quality factors (food, atmospherics, and service) for a more comprehensive interpretation of dining experiences.