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Impact of operational activities on customer satisfaction in cafes and restaurants: A mediating role of infrastructural elements

Authors :
Saida Zainurossalamia ZA
Dwi Martiyanti
Gusti Noorlitaria Achmad
Dadang Lesmana
Rizky Yudaruddin
Source :
Innovative Marketing, Vol 18, Iss 4, Pp 13-24 (2022)
Publication Year :
2022
Publisher :
LLC "CPC "Business Perspectives", 2022.

Abstract

After restrictions on community activities caused by the COVID-19 pandemic were lifted, numerous businesses, including restaurants and cafes, have already resumed normal operations. Competition is also unavoidable. Thus, companies should motivate their managers to develop various operational strategies to increase customer satisfaction. This study aims to analyze the relationship between customer satisfaction and operational management activities, including layout, decoration, location, and cleanliness. In addition, it examines human resource management, food quality, and atmosphere as mediating variables. Data were obtained using an online questionnaire conducted between June and December 2021. A total of 1,068 clients of cafes and restaurants were selected as the participants using purposive random sampling. Data were evaluated using variance-based structural equation modeling. The results showed that operational management activities promote cafes and restaurants (p-value = 0.000). Furthermore, this study indicates the role of infrastructure elements, specifically human resource management, atmosphere, and food quality, as moderating variables on customer satisfaction (p-value = 0.000). Overall, the findings of this empirical study provide a theoretical contribution by emphasizing cafe and restaurant operational strategies that enhance customer satisfaction.

Details

Language :
English
ISSN :
18142427 and 18166326
Volume :
18
Issue :
4
Database :
Directory of Open Access Journals
Journal :
Innovative Marketing
Publication Type :
Academic Journal
Accession number :
edsdoj.85d7a2588c524ad6a899e3abe3509e04
Document Type :
article
Full Text :
https://doi.org/10.21511/im.18(4).2022.02