Beyond the Plate: How Service, Taste, Ambience, and Price Shape Dining Loyalty

Dublin Core

Title

Beyond the Plate: How Service, Taste, Ambience, and Price Shape Dining Loyalty

Creator

Ade Asria Radiany, Halek Mu’min, Arya Dwiyatmika Bimantara

Proceedings Item Type Metadata

meta_title

Beyond the Plate: How Service, Taste, Ambience, and Price Shape Dining Loyalty

Abstract/Description

The rapid growth of the food and beverage (F&B) industry in Indonesia, particularly in urban areas such as Surabaya, has intensified competition among restaurants, prompting them to adapt their service strategies to meet evolving customer expectations. This study investigates the impact of service quality, food quality, atmosphere, and price on customer satisfaction and revisit intention in Surabaya's restaurant industry. The research aims to provide insights into key determinants of customer satisfaction and how these factors influence customers' decisions to return. A survey was conducted with 130 respondents who had recently dined at restaurants in Surabaya. Data analysis using SPSS revealed that service quality, food quality, and atmosphere had a significant influence on customer satisfaction, while pricing strategy had a lesser impact. The study concluded that restaurants should focus on enhancing food quality, service standards, and ambience to foster customer satisfaction and encourage repeat visits. This research contributes to both theoretical understanding and practical strategies for improving customer loyalty in the highly competitive F&B sector in Indonesia. Future studies could expand the scope to include other regions and factors influencing customer behaviour in the restaurant industry.

publication_date

2025/06/20

pdf_url

https://insyma.org/proceedings/files/articles/Ade Asria Radiany.pdf

abstract_html_url

https://insyma.org/proceedings/items/show/481

keywords

customer satisfaction, revisit intention, service quality, food quality, atmosphere, pricing strategy, restaurant industry, Indonesia.

firstpage

1056

lastpage

1060

issn

3047-857X

conference

Proceedings of the International Symposium on Management (Volume 21, 2024)

Volume

22

publisher_name

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Author #1

Ade Asria Radiany

Author #2

Halek Mu’min

Author #3

Arya Dwiyatmika Bimantara

no article

169

authors

Ade Asria Radiany, Halek Mu’min, Arya Dwiyatmika Bimantara

Files

Ade Asria Radiany.pdf

Citation

Ade Asria Radiany, Halek Mu’min, Arya Dwiyatmika Bimantara, “Beyond the Plate: How Service, Taste, Ambience, and Price Shape Dining Loyalty,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/481.

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