A Study of Impact of Price, Online Delivery, Quality of Service, Quality of Food and Quality of the Atmosphere on Customer Satisfaction and Customer Switching Behavior in the Restaurant Industry of Pakistan

ABSTRACT

This study aimed to determine how different variables affect customer satisfaction. The impact of many variables in the Pakistani restaurant industry on customer satisfaction was investigated. These findings explain the significant relationship between independent and dependent variables. Therefore, based on the results, we accept all our assumptions. The results show that price has a significant effect on customer satisfaction which shows that the amount you have to pay to buy a given product plays a very important role. Online delivery has a significant effect on customer satisfaction which shows that customers pay for their food using a credit card, then restaurant delivers it directly to their home or office. The quality of food and services has a positive impact on customer satisfaction, indicating that customer expectations are met or exceeded due to restaurant commitment. The food was well prepared, and the service was prompt and courteous. The quality of the atmosphere has a major impact on customer satisfaction which relates to how happy customers are during their stay in a restaurant. The switching behavior of customers has a significant impact on customer satisfaction because consumers do not want to give up a product or service for a competitor. Customers do not want to move to another restaurant because they are satisfied with the service provided.

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