Beyond the Plate: How Service, Taste, Ambience, and Price Shape Dining Loyalty

Abstract

The rapid growth of the food and beverage (F&B) industry in Indonesia, particularly in urban areas such as Surabaya, has intensified competition among restaurants, prompting them to adapt their service strategies to meet evolving customer expectations. This study investigates the impact of service quality, food quality, atmosphere, and price on customer satisfaction and revisit intention in Surabaya's restaurant industry. The research aims to provide insights into key determinants of customer satisfaction and how these factors influence customers' decisions to return. A survey was conducted with 130 respondents who had recently dined at restaurants in Surabaya. Data analysis using SPSS revealed that service quality, food quality, and atmosphere had a significant influence on customer satisfaction, while pricing strategy had a lesser impact. The study concluded that restaurants should focus on enhancing food quality, service standards, and ambience to foster customer satisfaction and encourage repeat visits. This research contributes to both theoretical understanding and practical strategies for improving customer loyalty in the highly competitive F&B sector in Indonesia. Future studies could expand the scope to include other regions and factors influencing customer behaviour in the restaurant industry.