A study on customer satisfaction and the image of Antonio's Grill Restaurant

• Main Author: Salute, Kristine Lye C.
• Format: text
• Language: English
• Published: Animo Repository 2013
• Subjects: Consumer satisfaction; Restaurants—Public relations—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4517; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/11355/viewcontent/CDTG005467_Fedited.pdf
• Institution: De La Salle University

This study examines the impact of customer satisfaction and having a Filipino family dining style image on customers repeat visit and intention to recommend Antonios Grill Restaurant (a Casual Dining restaurant). Because the casual dining restaurant segment is differentiated by its name and presentation, it seeks to create and reach the expectations of middle income customers. The study design employs two sets of variables: Independent variables which are customer satisfaction and restaurant image (Filipino Family Dining Style Image) and dependent variables, likelihood of return and intention to recommend. Primary data was gathered by distributing 105 detailed survey questionnaires to customers who had lunch and dinner during weekends at Antonios Grill Restaurant, Tagaytay. Descriptive statistics were utilized to display the distribution of the dining and demographic characteristics of the respondents. Correlation analysis was used to assess the connection of the individual dependent variables to the independent variables. The findings show that the Filipino Family Dining Style Image of Antonios Grill is correlated to the customers intention to return and recommend the restaurant. There is also a significant impact on customer satisfaction to customer return at Antonios Grill Restaurant. However, there is no significant relationship between customer satisfaction and customer intention to recommend the restaurant. The result derived from this present study implies that customer return is not directly associated to customer recommending the restaurant. This study aims to provide recommendations to restaurant managers on how the restaurant can strengthen its customer loyalty programs.