Title

The Impact Of Wi-Fi Service In Restaurants On Customers' Likelihood Of Return To A Restaurant

Keywords

information technology; Internet; restaurants; Wi-Fi

Abstract

The purpose of this study is to explore the impact of wireless internet (Wi-Fi) service on customers' likelihood of returning to a restaurant. Data was collected via an online structured questionnaire from randomly chosen 1000 restaurant customers in the U.S. The results showed that (1) Wi-Fi access has become an important amenity in restaurants and cafes in the United States; (2) Technology-savvy customers prefer restaurants or cafes with Wi-Fi service; (3) Customers prefer free Wi-Fi in restaurants over paid models; and (4) A multiple regression model supported that Wi-Fi service availability, Wi-Fi service quality, price of Wi-Fi service, perceived risk of using Wi-Fi service, and perceived value of Wi-Fi are predictors of likelihood of a customer's return to a restaurant. The research findings highlight the importance of internet amenities in restaurants. It shows that providing Wi-Fi service in a restaurant is a predictor of the likelihood of customers returning to a restaurant. © 2012 Copyright Taylor and Francis Group, LLC.

Publication Date

7-1-2012

Publication Title

Journal of Foodservice Business Research

Volume

15

Issue

3

Number of Pages

285-299

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/15378020.2012.706194

Socpus ID

84866170122 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84866170122

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