Abstract

The hospitality industry has focused on increasing customer satisfaction by offering services that are generally described as flawless, courteous, and friendly. Dick's Last Resort restaurants, however, are distinguished by intentionally staged erroneous, obnoxious, and rude services that nevertheless provide a unique experience for customers. This unconventional service theme might work for some customers but not for others. This study focuses on exploring the factors that lead to customer satisfaction and dissatisfaction at Dick's Last Resort restaurants. In addition, customer satisfaction levels are examined according to gender and location. Using the modified critical incident technique, 518 online reviews were analyzed through a categorization process. The results of this study suggested that "overall theme experience" and "employee performance" are the most important factors in determining customer satisfaction and dissatisfaction. However, the findings suggest that there is no satisfaction rate difference by customers' gender and restaurant's location. The study's limitations and managerial implications for future research are discussed.

Notes

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Thesis Completion

2013

Semester

Spring

Advisor

Ro, Heejung

Degree

Bachelor of Science (B.S.)

College

Rosen College of Hospitality Management

Degree Program

Hospitality Management

Subjects

Dissertations, Academic -- Rosen College of Hospitality Management; Rosen College of Hospitality Management -- Dissertations, Academic

Location

Rosen College of Hospitality Management

Format

PDF

Identifier

CFH0004357

Language

English

Access Status

Open Access

Length of Campus-only Access

None

Document Type

Honors in the Major Thesis

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