ABSTRACT
130 131In the restaurant business, satisfied customers will return and provide positive word of mouth to peers. Studies have shown that restaurants that generate repeat patronage have six significant attributes in common, namely food quality, service quality, consistency of food and service, menu variety, cost/price–value relationship, atmosphere/ambience, and hygiene/cleanliness. University-level hospitality management programs regard the student-run restaurant (SRR) as an essential part of the curriculum. Despite many such restaurants housed in universities in the USA and across the world, little information is available about how these restaurants assess quality and promote usage and loyalty. This study addresses this subject by identifying the perceptions of the patrons of a SRR, segmenting the customer base, and ascertaining the quality of drivers of repeat and referral patronage. A total of 503 guests were surveyed at a university SRR in the southwestern region of the USA. Overall, patrons were satisfied with the food quality, service quality, value for money, and convenience of location. However, satisfaction levels were lower for convenience of payment methods and portion size. Significant differences were found between males and females, as well as between younger and mature patrons. Significant differences also existed between the perceptions of heavy users and light users. These findings suggest that the SRR serves distinct segments, which emphasizes a need to focus on customized strategies for customer retention. More information about patrons and the quality of restaurant attributes that drive their choices will assist hospitality faculty in SRRs and restaurateurs to competitively position their restaurants for success in the marketplace.
