Keywords

Restaurant Attributes, Kano Model, Expectation-Disconfirmation Theory, Prospect Theory, Three-Factor Theory, Customer Satisfaction

Abstract

Customer satisfaction is a critical determinant of restaurant success because it influences customers' behavioral intentions, thereby contributing to long-term profitability. Prior research has assumed a linear relationship between restaurant attribute performance and customer satisfaction, based on Expectation-Disconfirmation Theory (EDT). However, theoretical frameworks, such as Prospect Theory and the Three-Factor Theory, suggest that the relationship may be asymmetric. Nevertheless, limited research has examined these asymmetric relationships or compared them across different restaurant types. This dissertation investigates how restaurant attribute performance influences customer satisfaction and revisit intentions. A mixed-method research design was employed. Study 1 identified restaurant attributes through a literature review and expert interviews. Study 2 applied the Kano Model to classify the attributes into attractive, one-dimensional, must-be, indifferent, and reverse categories. Study 3 used a customer survey to examine the effects of perceived attribute performance on customer satisfaction and revisit intentions across three restaurant types (quick-service, casual dining, and fine dining) and to assess whether the Kano classifications identified in Study 2 are supported. The results indicate that restaurant attributes influence satisfaction differently depending on their Kano classification. Attractive attributes enhance customer satisfaction by creating delight when performance is high, one-dimensional attributes exhibit linear relationships, and must-be attributes generate dissatisfaction when performance is low. The findings suggest that their functional roles of restaurant attributes vary across restaurant types. Customer satisfaction significantly predicts revisit intentions and mediates the relationship between attribute performance and behavioral intentions. This dissertation contributes to the hospitality literature by integrating EDT, Prospect Theory, and the Three-Factor Theory and by incorporating multiple stakeholder perspectives to identify contemporary restaurant attributes. The findings provide practical insights for restaurant managers seeking to prioritize attributes that most effectively enhance customer satisfaction and encourage repeat patronage.

Completion Date

2026

Semester

Spring

Committee Chair

Park, Jeong-Yeol

Degree

Doctor of Philosophy (Ph.D.)

College

Rosen College of Hospitality Management

Department

Hospitality Services

Format

PDF

Document Type

Dissertation

Identifier

DP0053240

Release Date

5-15-2028

Download

Available for download on Monday, May 15, 2028

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