Abstract
ABSTRACTAlthough previous literature has argued that understanding mature consumer behavior is important in order to increase revenue in the restaurant industry, little empirical evidence exists that examines dining experiences among different age groups. The present study examines how restaurant experiences impact the satisfaction and loyalty of both mature and nonmature customers in order to find similarities and differences within the context of full-service restaurants. Results show that service quality was positively associated with satisfaction for the nonmature group, while it had no significant influence on satisfaction for the mature group. The impact of satisfaction on loyalty was significantly stronger for nonmature than for mature customers, and the influence of price had a similar effect on both mature and nonmature customers. The research revealed how certain factors of restaurant experience can be used to attract both mature and nonmature customers while other factors may focus on a specific age segment. Applications for future research and managerial practice are presented.
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