Abstract
This study aims to understand what actions should be taken to improve consumer satisfaction. The methodology adopted was an explanatory quantitative approach using structural equations via variance (PLS-SEM). The study began with validating the data collection instrument by franchisees of the chain and applying a questionnaire adapted to a group of consumers. The dimensions evaluated included Safety, Tangibility, Credibility, Responsiveness, and Empathy, with questions organized into nine dimensions. The total sample of respondents was 149. The results indicated that the quality of service is a crucial determinant of customer satisfaction, explaining 36.14% of the variation in satisfaction. Service quality plays a crucial role in customer satisfaction, highlighting the importance of restaurant owners and managers prioritizing the fundamental dimensions of service quality, particularly responsiveness and reliability, as well as service recovery strategies. Another significant factor was customers’ perception of a reasonable price, which acts as a variable to enhance the impact of quality (i.e., quality of food, service, and physical environment) on their overall satisfaction.
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