Motivation, Satisfaction and Repurchase Intentions of Chinese Restaurant Customers: Evidence from the Accra Metropolis, Ghana

Abstract

Purpose: Despite the fact that the customer base for Chinese restaurants in the Accra Metropolis is ever expanding, there is little evidence on the motivational and satisfaction elements that ramp up the customers’ repurchase desires; hence, denying these restaurants and others the opportunity to capitalise on these elements to maximise returns. This study, thus, using an explanatory research design, assessed the effect of motivation and satisfaction on repurchase intentions of customers of Chinese restaurants in the Accra Metropolis of Ghana.
 Methodology: Employing a multistage sampling technique, a sample of 218 customers were selected and included in the study. A structured closed-ended questionnaire was used to collect data for the analysis. Data were analysed using means, standard deviations, and regression techniques.
 Findings: The results showed that health, adventure, social interaction and family togetherness, culture and modern atmosphere drive Chinese restaurant customers to make repurchase decisions. It was also revealed that the Chinese restaurant customers find satisfaction in food quality, service quality, atmospherics and authenticity of services at the Chinese restaurants. Additionally, customer motivation and satisfaction were found to have significantly positive effects on repurchase intentions.
 Unique contribution to theory and practice: It was concluded that increased customer motivation and satisfaction is necessary for an expanded customer base for Chinese restaurants in the Accra Metropolis. Therefore, operators of Chinese restaurants should channel efforts into improving drivers for motivation and satisfaction.