Running head: FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Factors Affecting Revisit Intention of Restaurant Consumers

By

Hafiz Amanullah (23577)

Daniyal Hussain (23539)
Shahrukh Ejaz (19574)
Asfand Yar Khan (23441)
Ansab Ali (20015)

Institute of Business Management

Department of Management Sciences

Submitted to
Ma’am Nimra Sharif

Karachi, Pakistan
2019
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

ACKNOWLEDGEMENT

We, a group of five students, proudly state that we truly acknowledge the opportunity given to us
to work on this special project which helps us to understand deeply about how to make research
with different methods by using multiple resources as we get many challenges by approving the
questionnaire by also to find maximum respondent to fulfill the questionnaire because we
analyzed that mostly respondent are not seriously interested to fill the questionnaire despite we
accepted this challenge and managed to get more than 200 respondents.

We have faced hurdle during Data Collecting Period but we truly thank our Faculty our Mentor
Mrs. Nimra Sharif who supported and encouraged us to try to gather data as much as possible
which can increase our extensive knowledge in research.

Below report entails the customer revisit intention towards restaurants and by our analysis we
think that there is a huge scope of market and also we identify some gaps in the market which we
get after the through study or secondary research

Further we also think that market analysis needs to be divided based on the types of customers in
multiple segments in order to cater huge market to achieve higher growth rapidly.

We are thankful to each member of our group and to our family for their support in shape of
patience.

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

LETTER OF TRANSMITTAL

Date: April 21, 2019

Ma’am Nimra Sharif

Institute Of Business Management, Karachi

Dear Ma’am Nimra,

It is to cordially inform you that we have completed this research on “Factors affecting revisit
intention of restaurant consumers“. This had been a great pleasure for us to be able to present you
with this research report. For preparations, we have collected essential data using both primary
and secondary sources. We have learnt a lot of new and unique issues occur in Marketing of
Restaurants while working on this report. It was a challenging experience for us to prepare a
theoretical as well as practical knowledge based coordinated report based on our works and studies.
We tried best to use the guidelines and counseling provided by you to make this research
informative and possible.

We express our heartiest gratitude, for providing us with the opportunity to complete this report.
We would be greatly obliged if you call us for any explanation or any query about this report as
and deemed necessary.

Thanking you.

Yours sincerely,

Hafiz Amanullah

Daniyal Hussain

Shahrukh Ejaz

Asfand Yar Khan

Ansab Ali

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

ABSTRACT Commented [NS1]: Abstract should be between 150-250

Words.

Abstract in most of the social researches does not have headings.

The objective of this research was to identify the factors making the consumers revisit the same It should not be indented.
Abstract should cover the following aspects:
eatery to help the restaurant owners and for those who are looking to open new restaurants in the a) Brief introduction or purpose (one or two lines)
city. The variables used as test cases for the purpose included ambience, food quality, discount b)Variables of the research
c)Study participants and sample size
vouchers, service and meal quantity. Participants of the research were the residents of Karachi d)Research instrument used
e)Research technique or data analysis technique
who had visited at least one eatery in the past one month of recording their response. The total f)Major findings
sample size of these respondents is 204 for this research. The instrument used for recording these g)Implications of research
A single paragraph should cover all above headings
responses is Google Forms and the data was then extracted in the excel sheet. Multi-variate
correlation technique was used to extract the results. The major finding of the research was that
out of the five variables, four of them i.e. food quality, discount vouchers, service and meal
quantity had a significant impact on the revisit intention of the consumers to that respective
eatery. However, the fifth variable, ambience, had no impact on the revisit intention of these
consumers. This research can be implied on all the eateries i.e. restaurants, hotels and cafés of
Karachi. This report is a worth reading guide for all the willing investors, restaurant owners, café
owners and hotel owners about the places and areas where they should pay more attention to, in
order to create loyal and regular customers of their respective food business. Commented [NS2]: Add 5 or 6 keywords before abstract

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

TABLE OF CONTENTS
ACKNOWLEDGEMENT ..................................................................................................................... ii
LETTER OF TRANSMITTAL ........................................................................................................... iii
ABSTRACT .......................................................................................................................................... iv
INTRODUCTION ................................................................................................................................. 1
1.1 Background: ............................................................................................................................ 1
1.2 Problem Statement/ Research Objective: .................................................................................. 1
1.3 Scope:............................................................................................................................................ 1
2. LITERATURE REVIEW .................................................................................................................. 3
3. METHODOLOGY ............................................................................................................................ 9
3.1 Data: .............................................................................................................................................. 9
3.2 Variables: ...................................................................................................................................... 9
Food Taste and Customer Satisfaction.............................................................................................. 9
Service Quality and Customer Satisfaction: ...................................................................................... 9
Ambiance and Customer Satisfaction: .............................................................................................. 9
Meal quantity and Customer Satisfaction: ........................................................................................ 9
Availability of discount vouchers and Customer Satisfaction:........................................................... 9
3.3 Sample and Sampling Techniques .................................................................................................. 9
3.4 Inclusion Criteria: ........................................................................................................................ 10
3.5 Statistical Technique (Hypotheses)............................................................................................... 10
Null hypotheses: ............................................................................................................................ 10
Alternate hypotheses: ..................................................................................................................... 10
4. RESULTS & DISCUSSIONS ............................................................................................................ 11
Ambiance of the restaurant: ............................................................................................................... 11
Service of the restaurant: ................................................................................................................... 11
Food quality of the restaurant............................................................................................................. 11
Meal quantity of the restaurant........................................................................................................... 11
Promotions offered by the restaurant .................................................................................................. 12
Outcome of the research: ................................................................................................................... 12
4.1 DESCRIPTIVE ANALYSIS ........................................................................................................ 13
4.1.1 Demographics ........................................................................................................................... 13
4.1.2 Reliability Statistics .................................................................................................................. 14
4.2 Inferential Analysis ...................................................................................................................... 15
4.2.1 Correlation: ............................................................................................................................... 15

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

4.2.2 Individual variable fitness: ........................................................................................................ 17

4.3 Hypothesis, Assessment & Summary ........................................................................................... 18
4.4 Limitations .................................................................................................................................. 18
4.5 Recommendation: ........................................................................................................................ 19
4.5.1 For Policy Makers: ................................................................................................................ 19
4.5.2 For Audience ........................................................................................................................ 19
4.5.3 For Future Researchers .......................................................................................................... 19
4.6 Conclusion: ................................................................................................................................. 19
REFERENCES .................................................................................................................................... 20
Commented [NS3]: The entire table of content is inappropriate

b
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Commented [NS4]: Add list of tables and figures before

abstract
INTRODUCTION
Commented [NS5]: This is APA first level heading, it should be
like this:

As a research topic for the course “Methods in Business Research”, the topic we proposed was Chapter 1: Introduction

“Factors affecting revisit intention of restaurant consumers”. (Centered, Boldface, Uppercase and Lowercase
Headings)
1.1 Background: This should be done for all first level headings such as
literature review, methodology, result and discussion,
In the city of Karachi, food chain industry is growing at very fast pace. Now we can find recommendation, limitation and conclusion, references)

Whereas font size of 12 points, times new roman should be used

large number of restaurants at every corner of town which causes the intense competition among throughout document
Commented [NS6]: Increase background of the research up to
2 pages
existing restaurant firms to achieve customer satisfaction for their long term survival.
Commented [NS7R6]: Kindly install grammarly software for
word
In this proposal, the plan was to identify the factors, which motivate the customers to Commented [NS8]: Most of the sub headings of the
introduction are missing kindly reconsider the outline provided

become loyal customers of the certain restaurants. The outcomes of this research study will help Commented [NS9]: Very inappropriate sentence….
Commented [NS10]: This is APA second level heading it should
restaurant owners and managers to develop a more efficient and effective strategy to enforce the be like :
1.1Background of the study

customers’ intention to revisit their restaurants more often. (Left-aligned, Boldface, Uppercase and Lowercase
Heading)

This format applies to all second level headings such as

1.2 Problem Statement/ Research Objective: scope, significance, objective, problem statement,
hypothesis, theoretical/conceptual framework, data
variables, sample and sampling technique, inclusion
Our aim of this research is to find out the factors that are most influencing on the customers’ criteria, statistical technique, descriptive analysis ,
inferential analysis, discussion
psychology to revisit the restaurant. So that restaurant owners may consider these factors in their
premises to enhance level of customer satisfaction and grab the maximum share of market by Commented [NS11]: This is an example of correct formatted
increasing the foot fall of customers and making them psychology bind to revisit. paragraph. Apply this to whole document except for tables of the
report

1.3 Scope:
The purpose of the study is to examine and evaluate the factors affecting customer satisfaction and revisit
intention:
1. To analyze the relationship between food taste, meal quantity, service quality, ambiance and
availability of discount voucher (like Bogo, Vouch 365, Savyour etc.)
Indent all the first line paragraphs of the entire document by 0.5”
All text should be in double spacing (2), 12 points times new roman
...
Commented [NS12]: These should be two different headings
Commented [NS13]: The problem statement lacks problem

Kindly identify a practical problem that can be solved by your

2. To examine the relationship between customer satisfaction and revisit intention. research. ...
3. The research to be solely based for the consumers of Karachi only. Commented [NS14]: You are writing purpose or scope of
study?

1.4 Research Questions: 1) What factors affect revisit intention of restaurant consumers? Commented [NS15]: Make it as separate heading
Commented [NS16]: These looks like objective of research
2) Do consumers visit restaurant more often when provided with good ambiance, food quality
and services?
Commented [NS17]: Did you answered this question with the
data analysis of your research?

1
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

3) What is the most influential factor that drives a customer’s decision towards choosing a
restaurant to dine in? Commented [NS18]: Insert hypothesis of the study after
research question

2
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Commented [NS19]: Consider second level heading format

2. LITERATURE REVIEW

As per the article research the thing which need to be focus by restaurants are mainly the needs Commented [NS20]: Don’t use this word

of customers that what they need and their wants. If we only focusing on services and not for the Rather state:
quality so it will not be an effective strategy. Because, in eating, people are more conscious
Ghafoor (2014) conducted the research study…………….
about quality instead of services but yes, good services provided to customers create a personal
relation which impact the revisiting of customer again and again but make sure that quality of the
food should be maintained as per the customer taste. (Sabir ghafoor, 2014). Another research Commented [NS21]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer.
based on the attributes of solo people who visited the restaurants alone finds that approximately
Commented [NS22]: What does solo people mean????
20% of the world population will supposed to have lunch and dinner alone in 2030 just because
of their busy schedule and job timing difference. So the study in this article is to reflect the focus
on food related business person to the solo customers that what will be the market in future of
solo customer and how it is possible to grab this category by providing great quality of food and
satisfactory environment. (Bae, 2018) Commented [NS23]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer.
The research of another article is defined that focusing to cater or enter new customers this is
really very important to retain the existing customers and for that the major things can be
noticeable like, Food Quality, Price and Value services. which can retain the existing customer
and for that the more new customers will come with the help of word of mouth because for
dinning whenever anyone wants to go outside they need to take decision whether they have to go
for this prospectus comments of any other person will help to try new restaurants. So if existing
customers are satisfy with your taste and services definitely that customer will help business to
expand and entering new customers again and again. (Yan, 2015) Commented [NS24]: Insert full stop after references.
Inappropriate references style, kindly cite all your references using
word in built APA referencing citer.
Studies have shown that the chosen dining industry is based on their profiles. Examples
Commented [NS25]: Which studies? Kindly mention citation
examined the relationship between quality of service, price comparison, and customer
satisfaction in a student’s workplace. This study shows that price, diet preferences and other
things are less preferred. However, the quality of service stands out on the top priority. Other
variables like architectural and geographical structures and the area in the restaurant is located
has impact on customer loyalty and revisit intention. How Quality of food, Service and price
affect the customer revisit intention, it has been concluded that service quality stands on first
place while quality of food and price found to be on second and third respectively. Admit that,
despite the importance of dietary quality, many courses related to dining quality often discard the
importance of eating itself as knowing what to eat. Therefore, they are investigating how the
dietary level is understood in terms of contentment and ethics in high-level restaurants. The
results show that the presentation and presentation of taste are the two most important aspects of
ensuring customer satisfaction and ethics. In fact, to satisfy customers, it is important to ensure
the correct and correct range of heating during use. Commented [NS26]: This paragraph is part of literature
review, in literature review no paragraph should be without
citation.

It is commonly known that satisfied customers are the key to successful business success.

3
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Customer satisfaction can be defined as a complete customer application test for so far.
Customers also assess whether the product or service features are compatible with the customer's
expectations. In addition, customer satisfaction is the key to building profitable relationships
with customers - maintaining customers and growing and reaping the value of customer life.
Satisfied customers sell the product again and again, pay less for competitive products and are
not interested in buying other products from the company. (Sahari , Basir, & Jangga, 2012) Commented [NS27]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer.

Internet review has changed the client's restaurant, and much research has been done to find out
what this means. High bar of consumer reviews on the Internet and providing information about
food products at this stage, their opinion gives the real answer, the choice is repeated, because
before this information is restricted to consumers. These reviews help build a strong connection
with other consumers, so the community has been using the benefits of these consumers, to know
which restaurant has been appropriate for them, this study found online purchase cycle on
consumer reviews. Commented [NS28]: This paragraph is part of literature
review, in literature review no paragraph should be without
citation.

This study also discuss about how the different brands make their strategies on social media in Commented [NS29]: Don’t say this study since it meant that
your own study.
order engage and spread positive word of mouth about their brand according to National
restaurant association (NRA) 80% of the restaurant use social media as a tool to attract
consumers. Social media is also used by the restaurants to conduct research and reviews about
their perceived value. (Gunden, 2017) Commented [NS30]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
This Case discuss about the perception of quality in customer’s mind due to which they revisit. Commented [NS31]: Kindly refrain fro doing it again and
again….
The term "services" means the service provider's interactions during the interaction of the
consumer and the consequences of the actions required to satisfy the customer's needs. This
description reflects the progression of the product to the pure service by means of many concepts
that contain both elements. This, of course, gets the application directly when it refers to the
quality of physical products, and the material is clearly shown. However, in the provision of
hospitality services, the landscape begins to get a little light. (Spyridou, 2017) Commented [NS32]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
For a restaurant to achieve success, customer loyalty and satisfaction is important. Good
relationship between customer and service provides will result in customer loyalty. For a
company to compete with its rival, achieving customer satisfaction is the way to go. Commented [NS33]: This paragraph is part of literature
review, in literature review no paragraph should be without
citation.
As per this research article, there are different factors which contribute to customer’s loyalty
towards a cafe or restaurant which includes service quality, staff politeness and friendliness,
listening to customer’s problem, staff despondence, and adequate pricing. A satisfied customer
would provide recommendation to others and spread positive word of mouth and also leading to
profit and good business growth. (LIN & FUNG, 2016) Commented [NS34]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer

4
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Another research was conducted to find out the elements affecting customer’s revisit to a café. Commented [NS35]: ?

Based on this it is found out that there are a number of factors that matter the most when
customer plans to go to the café again which includes food quality , freshness ,presentation

along with the service they provide. Also many studies indicated that if proper attention is being
paid to environment or ambiance of a café, this too will result in a large number of customer’s
revisiting again.
In this research project, the types of research used are quantitative research. Quantitative
research is used to collect data and examine the hypotheses as well as to meet research
objectives. Commented [NS36]: These all paragraphs should be properly
cited.
We can conclude that for a restaurant to flourish, it all depends on what sort of services they
provide during dine-in and how well they manage their customers and attend their queries. If
customer is satisfied, you can only expect good things to come after. (YONG & SIANG, 2013) Commented [NS37]: Why capital letters??

In another study to identify the main attributes affecting customer’s experience in a local fast
food restaurant. The attributes are taste of food, competitive price, service response time,
cleanliness of the fast-food restaurant, fast food restaurant location, amenity, safety, employee
courtesy, restaurant operating hours, and the availability of healthy menus. Usually, a customer
first perceives the atmospherics when he or she enters a restaurant, which occurs before any
actual services or foods are delivered so ambiance plays an important role too here.

The data collection method was most like primary method that require researcher to approach the
respondents directly.
Overall of this paper showed that three factors (food quality, service quality and perceived value)
have stronger impact on customers’ experience. (Azila, Zamanira, & Suraya, 2014) Commented [NS38]: If it is part of same paper than why it
consist of different paragraphs
The research on SIETE CAFÉ located in Bandung in Indonesia, by Yenny Erica Br. Cibro and Commented [NS39]: Inappropriate word… why in capital
letters?
Herry Hudrasyah. SIETE CAFÉ was founded in 2011 targeted youngster as its major customers.
Commented [NS40]: Inappropriate citation
This café witnessed great decline in its sales in 2015 and the reason for the decline was
decreasing footfall of customers. The purpose of this research was to sort out the relationship
between the factors of Siete Cafe’s marketing mix (i.e. 7 P’s: Product, place, price, promotion,
process, people and physical evidence) as dependent variable and customer satisfaction as
independent variable for revisit intentions of customers as a dependent variable. With the help of
this research it was expected to improve those elements to revive Café’s sale. The major factor
hitting customer satisfaction is food quality among other variables. This relates to product. The
perceived service quality by customer is also one of the major factors in achieving customer
satisfaction. This factor is related to process and people. In order to raise the customer
satisfaction, the location of the dining place play vital role. The perceived price fairness and
satisfaction do have direct relationship. Promotional activity is an integral element of the
shopping experience which positively hits customer satisfaction. Physical evidence is
categorized as exterior facilities, interior facilities, and physical communications which help to

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

create an easier activity flow within the services. Satisfaction and revisit intention are correlated
because the customer’s intention to revisit the restaurant is greatly affected by the value or
satisfaction gained in the restaurant. This research used a mixed method that combined
quantitative and qualitative approaches together and the conclusion of the research Commented [NS41]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
is that the factor of quality food, place, price and promotion do not have a significant effect on
customer satisfaction in Siete Cafe. While the quality of service and physical evidence are the
elements which has a greater impact on customer satisfaction. For which they recommended to
improve in order to raise the intention to revisit. This includes physical evidence and service
quality factor by the implementation or improvement of the service quality training of service
staffs including the waiter, waitress, and cashier. (Br. Cibro & Hudrasyah, 2017) Commented [NS42]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer

Consumers are no longer convinced in spending money on experiential dining. They tend to
depend on existing reviews and word of mouth spreading through various channels. This
research is focused on identifying the relationship between food quality, service quality,
atmospherics, pricing and customer satisfaction. Analyzing the relationship between customer
satisfaction and revisit intention and identifying the relationship between customer satisfaction
and word of mouth. The conducted research study is descriptive and quantitative in nature. The
conclusion of this study is that the food quality, service quality, pricing and the ambiance of
restaurant have great effect on customer satisfaction. Therefore, customer satisfaction and revisit
intentions are directly related and then the consumer will act as your marketer and promoting
restaurant by its words. (Banerjee & Singania, 2018) Commented [NS43]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
Restaurant’s success relies on fulfilling customers’ needs and want better than you competitors.
Service quality has also been found to be a significant contributing factor in determining
customer satisfaction and return intent in business setting. The repurchase intentions are born
with commitment or loyalty and it belongs to behavioral element which is a positive attitude for
the service provider. And customers do give priority to such providers with whom they have
psychological or emotional connections. This research is purely quantitative with the use of
structured questionnaire. The study concluded that there is a direct relation between restaurant
qualities attribute and revisit intention. So it is beneficial for restaurants to implement the most
effective elements in restaurant quality attribute to enhance their sales. (Abdul Raji, 2013) Commented [NS44]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer

Talking about qualitative analysis, it has been observed that the emotions have also played a
significant part over a consumers’ decision of either revisiting the restaurant or not. Here, the
satisfaction works as the mediator. It was noticed that revisit was directly linked with the
satisfaction which later led to a bonding between the consumer and the vendor. (Han, Back, &
Barrett, 2009). Commented [NS45]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

In the matter of theme restaurants, not much difference could be observed. With service
dominating over other factors, some psychological factors also played a crucial role in molding
the intentions and behavior of the customers towards his decision to revisit the theme restaurants.
The factors emphasize or more on psychological stuff rather than taste or quality of the food
provided in those restaurants. (Meng & Choi, 2018) Commented [NS46]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
In the matters of rather lower end restaurants or cafes, which attract more of the younger
generation consumers, particularly teenage students, the food quality topped the list followed by
the quality of service provided by the restaurant. This particular research also picked out the
differences between people coming alone or with their friends or families. (Br. Cibro &
Hudrasyah, 2017) Commented [NS47]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
Another research was focused to find out impact of environment, food quality, price fairness, Commented [NS48]: Insert ciation
brand image on customer satisfaction, and loyalty. Research was concluded with the results that
show that brand image has a significant impact on customers’ loyalty and similarly environment
and food quality have significant effect on brand image. Ambiance of a restaurant and food taste
influence positioning of brand and customers’ satisfaction. Customers’ perceptions of price
fairness does affect customers’ satisfaction as they rate them underpriced, fair priced or
overpriced.
There are seven general food attributes which are affecting customers’ revisit intention to
particular restaurant are: taste, presentation, menu variety, healthful options, freshness,
appropriate temperature, and food safety. Trained staff is an asset for the restaurant because they
are the ones who interact with customers. Customer will be pleased when they are served by
polite and trained staff. Staff can be trained to present detailed information about specialty or
popular menu items to help customers for making their experience excellent enough to visit
again. (Jin, Lee, & Huffman, 2012) Commented [NS49]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
One study was conducted to know the effect of e- atmospheric factor on the revisit intention of
customers. The TG of this research was youngsters between the ages of 22 years, this study took
this factors as to know how e atmosphere of the cafe affect the buying intention and disrupt or
influence the buying process or may be hinder the post buying behavior of the youth. The TG are
mostly students have income of RM 1,000/Month. The studies showed that the three categories
of e- atmospherics i.e. cozy ambiance, availability of Wi-Fi and beautiful facility aesthetics.
(Abdul Jalil, Fikry, & Zainuddin, 2016) Commented [NS50]: Inappropriate references style, kindly cite
all your references using word in built APA referencing citer
According to another survey conducted in Pakistan, different variables which affect the Commented [NS51]: Insert citation
customer’s satisfaction are studied which include service, price and ambiance of restaurants.
People here in Pakistan prefer restaurants with good price along with acceptable service. Also
most of the people nowadays want the place to be properly furnished and well organized which
also makes a difference in customer revisit.

7
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Indeed, good relations with the customer are going to help earn more profit and result in good
word of mouth.
In this study, method used for research is quantitative to eliminate the biasness with date
gathered through a questionnaire. (Sabir Ghafoor, Hafeez, Aktar, & Rehman, 2014) Commented [NS52]: Very inappropriate, kindly expand the
study
Regarding the atmosphere, it was noted that the atmosphere is not directly linked with the
behavior of the consumers; however, different factors like music, scent, design and crowd are
linked emotionally with the minds of the consumers. (Ainous, Benhabib, Maliki, & Ayad, 2016) Commented [NS53]: Very inappropriate, kindly expand the
study
For the restaurants who consider music to attract consumers, classical music was found to extract
more money from the customers’ pockets rather than pop music. (North, Shilcock, &
Hargreaves, 2003) Commented [NS54]: Very inappropriate, kindly expand the
study
All of the above provide enough evidence for the positive relationship between customer
satisfactions and revisit intention for restaurant industry. Your satisfied customers are more
likely reuse yours offering over that of competitor’s. Commented [NS55]: You already have gauged the results than
why are you conducting this research???
Commented [NS56]: Insert theoretical or conceptual
framework with its citation

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Commented [NS57]: Consider first level heading style

3. METHODOLOGY

3.1 Data:
Data is to be collected from random restaurant consumers of Karachi. Respondents will be asked
about their experience from the restaurant they visited last.
Data collection method will be through ‘Google Forms’ and to be circulated through different
mediums like Facebook, WhatsApp, SMS and other social networks.
The research method will be quantitative and only close ended questions will be part of the
questionnaire.
Commented [NS58]: In the data heading you have to decide
that either you used primary or secondary data for the research?
Commented [NS59]: What do you mean by, “is to be
collected” rather state “is collected”
Commented [NS60]: When sampling is considered the word
random is used when:
1)All the population elements (each and every customer visiting
restaurants in Karachi) were accessible for research.
2)You know actual size of your population
3) The sample is selected without bias (you cannot select anyone
whose available ) rather a proper procedure shall be followed…

Did you do this in your research or you did it on convenience basis.

3.2 Variables:
Food Taste and Customer Satisfaction:
Commented [NS61]: ????
People dine out to enjoy better taste and aroma of dishes. Which we will study how much it
affects the customers’ intention to revisit the same restaurant.
Service Quality and Customer Satisfaction:

Customers are pleased by the way they served and treated. Consumers judge the service quality
based on various dimensions like promptness, politeness and appearance of staff.

Ambiance and Customer Satisfaction:

The ambiance of a restaurant can be as important as the food taste. People want to feel special
and willing to make their time memorable outside home. The ambiance include several factors:
the interior design of restaurant, temperature, lightning, music, aroma, cutlery, noise level and
color used.

Meal quantity and Customer Satisfaction:

It is also another factor that may influence customer satisfaction. It is to analyze how customer
reacts to the quantity of food in serving.
Availability of discount vouchers and Customer Satisfaction:
Today we find many third party companies offering discount vouchers by book or mobile app on
several eateries. Most of consumers are students and youngsters who seek such discounts which
make easy for their pocket to dine out while socializing with their friends. Commented [NS62]: Inappropriate definition of the variables.
Kindly state propercited or operational definition of the research
3.3 Sample and Sampling Techniques
Samples were collected through Google forms and analyzed on SPSS. Commented [NS63]: Define your sample in the research rather
merely defining data collecting instrument
Sampling Technique was ‘non probabilistic’ (convenience unrestricted) and the questionnaire Commented [NS64]: Each heading such have at least one
paragraph under it
was also circulated randomly through different mediums.
Commented [NS65]: Make separate heading for research
instrument where citations of questionnaire scales should be
provided

9
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

3.4 Inclusion Criteria:

Respondent should belong to Karachi No age restriction No gender restriction Commented [NS66]: In valid inclusion criteria. Kindly
reconsider this…
3.5 Statistical Technique (Hypotheses) Commented [NS67]: What statistical technique did you used
and why?
Null hypotheses:
ho: Ambiance does not affect revisit intention of restaurant consumers
ho: Food taste does not affect revisit intention of restaurant consumers
ho: Service Quality does not affect revisit intention of restaurant consumers
ho: Meal quantity does not affect revisit intention of restaurant consumers
ho: Discount vouchers and promotions do not affect revisit intention of restaurant consumers Commented [NS68]: This should be under the sub heading of
hypotheses under the introduction section
Alternate hypotheses:
ha: Ambiance affects revisit intention of restaurant consumers
ha: Food taste affects revisit intention of restaurant consumers
ha: Service Quality affects revisit intention of restaurant consumers
ha: Meal quantity affects revisit intention of restaurant consumers
ha: Discount vouchers and promotions affect revisit intention of restaurant consumers
Commented [NS69]: No need to mention alternative
hypotheses either mention null or alternative hypotheses

10
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Commented [P70]: Consider first level heading style

4. RESULTS & DISCUSSIONS

In this research, we obtained the data from the questionnaire filled by over 200 respondents from
Karachi. The variables, or the factors, which were brought under consideration in order to find
the relation with the revisit intention are as follows:
1) Ambiance of the restaurant
2) Service of the restaurant
3) Food quality of the restaurant
4) Meal quantity of the restaurant
5) Promotions offered by the restaurant

Ambiance of the restaurant:

Although the ambiance of the restaurant was found to be moderately positively associated with
the revisit intention, its impact was found to be minimal and it hardly affected the intention of the
consumers to revisit the restaurant.

When restaurants should make sure good ambiance of their outlets, it must be noted that this
factor least influences consumer’s mind and other factors should be given preference.

Service of the restaurant:

A strong positive relation was found between the revisit intention and service of the restaurant.
Customers do like being respected and provide with quality services which significantly
influences their decision to become a loyal consumer of a certain restaurant or a café. The
owners and managers should make sure to hire the well-behaved and well-trained staff to ensure
a good service experience for the new and existing customers.

Food quality of the restaurant

In the research, the food quality was found to have the strongest relation with the revisit
intention. In general, it is a much predicted and expected result since the primary purpose of
visiting an eatery is to ‘eat’, and the eat the food with worthy quality and taste,

Restaurants must make sure to provide their consumers a well cooked and high quality delicious
food to ensure their loyalty.

Meal quantity of the restaurant

Meal quantity was also found to be directly associated with the revisit intention of the consumer.
The meal quantity variable actually serves the economic purpose since the consumer would like
to have food of enough quantity he desires against the amount he paid.
The value for money must be reflected in not only the food taste or service, but also in the form
of quantity of the meal served to the consumer.

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Promotions offered by the restaurant

Promotions are temporary and hence their impact is not as much as strong as the other factors.
Although it affects the revisit intention of the consumer but not as much as other significant
factors like food quality, service and quantity.

Outcome of the research:

Capturing a market of foodies in the metropolitan city of Karachi is nothing less than a blessing
to a business, but not easy either. Once the consumers become loyal, the business can grow with
smooth consistency. This research identifies the preferences to be paid to achieve this goal.

Investors intending to invest in the eatery industry of Karachi and the existing owners and
managers of the restaurants cafés should pay huge importance to food quality, meal quantity and
services. Followed by these, timely promotions in the form combo deals and discount vouchers
will also help their consumers revisit their outlets.
Commented [P71]: Give these findings in the end of the result
section

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

4.1 DESCRIPTIVE ANALYSIS Commented [P72]: Consider second level heading style

4.1.1 Demographics Commented [P73]: Full heading of demographic profile of

respondent shall be provided
Demographics Frequency Percent
Tables should be in ten points times new roman format

Gender Female 86 42.2

Male 118 57.8

Age Less than 18years 15 7.4

19 to 25years 94 46.1

26 to 35years 72 35.3

36 to 40years 11 5.4

Above 40years 12 5.9

Qualification Level Post Graduate 37 18.1

Graduate 88 43.1

Under Graduate 40 19.6

Intermediate/A-level 22 10.8

Matric/O-level 17 8.3

Marital Status Single 146 71.6

Married 58 28.4

Monthly Income Less than 25K 66 32.4

25K - 45K 45 22.1

45K - 75K 45 22.1

75K - 100k 24 11.8

More than 100K 24 11.8

Total 204

Commented [P74]: Each table should have a paragraph of

interpretation below it

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

4.1.2 Reliability Statistics

Reliability of each dimension of questionnaire is calculated by SPSS. Which shows that all Commented [P75]: Name of the software should nit be
mentioned unless you have a paid version of the software i-e you
dimensions of within questionnaire are reliable. have a intellectual property right to use the software

Reliability Statistics for Ambiance Reliability Statistics of Availability of Discount

Cronbach's Alpha Cronbach's Alpha
Based on N of Based on
Cronbach's Alpha Standardized Items Items Cronbach's Alpha Standardized Items N of Items
.730 .738 3 .682 .681 3

Reliability Statistics of Food Quality

Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha
Based on
Based on
Cronbach's Alpha Standardized Items N of Items
Cronbach's Alpha Standardized Items N of Items
.818 .821 3
.871 .876 3

Commented [P76]: The correct format for reliability table is:

Reliability Statistics of Restaurant Service

Reliability Statistics of Revisit Intention
Cronbach's Alpha
Cronbach's Alpha
Based on
Based on
Cronbach's Alpha Standardized Items N of Items
Cronbach's Alpha Standardized Items N of Items
.835 .837 3
.932 .932 3

Hence, Cronbach’s Alpha for each dimension in questionnaire is greater than 0.6. Which shows that every
dimension is reliable.

Since, we have applied Multi Linear Regression our model in which we have found that no Multi Co-
linearity exist as VIF for all Independent variables lie between 1 to 2 (Acceptable limit for No Multi co-
linearity: VIF<1 or VIF>10) and Tolerance (T) for all independent variables are greater than 0.1.
Commented [P77]: These are not dimension of the construct
rather each one is a complete construct

You should state that that for each scale the cronbach alpha value
us greater than 0.6
Commented [P78]: Descriptive statistics original table is
missing that contains mean standard deviation, minimum and
maximum.
Commented [P79]: VIF is part of multiple linear regression why
did you mentioned it here??

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 FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

4.2 Inferential Analysis

4.2.1 Correlation:
Correlations
RevisitInten AmbianceM FoodQuality MealQuantity RestuarantS DiscountM
tionMean ean Mean Mean erviceMean ean
Pearson RevisitIntentionMean 1.000 .369 .648 .599 .548 .303 Commented [P80]: No need to color the table..
Correlation
AmbianceMean .369 1.000 .377 .244 .381 .186
Kindly remove these colors from all the tables
FoodQualityMean .648 .377 1.000 .549 .551 .120
MealQuantityMean .599 .244 .549 1.000 .509 .215
RestuarantServiceMean .548 .381 .551 .509 1.000 .129
DiscountMean .303 .186 .120 .215 .129 1.000
Sig. (1- RevisitIntentionMean . .000 .000 .000 .000 .000
tailed) AmbianceMean .000 . .000 .000 .000 .004
FoodQualityMean .000 .000 . .000 .000 .044
MealQuantityMean .000 .000 .000 . .000 .001
RestuarantServiceMean .000 .000 .000 .000 . .033
DiscountMean .000 .004 .044 .001 .033 .
N RevisitIntentionMean 204 204 204 204 204 204 Commented [P81]: Remove these information since they are
mere repetition of sample size
AmbianceMean 204 204 204 204 204 204
FoodQualityMean 204 204 204 204 204 204
MealQuantityMean 204 204 204 204 204 204
RestuarantServiceMean 204 204 204 204 204 204
DiscountMean 204 204 204 204 204 204

1. Ambiance and Revisit intentions are moderately positively associated with each other.
2. Food Quality and Revisit intentions are strongly positively associated with each other.
3. Meal Quantity and Revisit intentions are strongly positively associated with each other.
4. Restaurant Service and Revisit intentions are strongly positively associated with each
other.
5. Availability of Discount and Revisit Intention have low positive association with each
other. Commented [P82]: Do not give interpretation in bullets rather
give them in paragraphs.

For example:

Revisit intention is positively and significantly associated with

Ambience(r=.369, p=0.000); food quality (r=.648, 0.000) etc……..

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 FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) -1.310 .329 -3.981 .000

AmbianceMean .096 .069 .073 1.390 .166 .797 1.254

FoodQualityMean .510 .086 .368 5.912 .000 .572 1.747
MealQuantityMean .316 .073 .259 4.331 .000 .619 1.617
RestuarantServiceMean .231 .086 .164 2.702 .008 .604 1.655
DiscountMean .180 .052 .169 3.461 .001 .933 1.072
a. Dependent Variable: RevisitIntentionMean

Therefore, Multi Co-linearity does not exist in the model.

Model Summary
Std. Error of the
Model R R Square Adjusted R Square Estimate
1 .749a .561 .550 .79960
a. Predictors: (Constant), DiscountMean, FoodQualityMean, AmbianceMean,
MealQuantityMean, RestuarantServiceMean
Since,
R = 0.749 > 0.5
Therefore, strong co-relation among independent variables.
Adjusted R² = 0.550
Therefore, 55% of impact is brought by all independent variables of the model.
Sig Value from Anova Table = 0.00 < 0.05
Thus we can conclude that our model is fit

16
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

4.2.2 Individual variable fitness:

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) -1.310 .329 -3.981 .000

AmbianceMean .096 .069 .073 1.390 .166 .797 1.254

FoodQualityMea .510 .086 .368 5.912 .000 .572 1.747
n
MealQuantityMe .316 .073 .259 4.331 .000 .619 1.617
an
RestuarantServic .231 .086 .164 2.702 .008 .604 1.655
eMean
DiscountMean .180 .052 .169 3.461 .001 .933 1.072
a. Dependent Variable: RevisitIntentionMean

1. Ambiance:
t = 1.390 < 2 and Sig-value = 0.166 > 0.05
Therefore, do not Reject Ho.

2. Food Quality:

t = 5.912 > 2 and Sig-value = 0.000 < 0.05

Therefore, Reject Ho.
3. Meal Quantity:

t = 4.331 > 2 and Sig-value = 0.000 < 0.05

Therefore, Reject Ho.
4. Restaurant Service:

t = 2.702 > 2 and Sig-value = 0.008 < 0.05

Therefore, Reject Ho.

17
FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

5. Availability of Discount:

t = 3.461 > 2 and Sig-value = 0.000 < 0.05

Therefore, Reject Ho.

Regression Equation:
Revisit Intention = - 1.31 + 0.510(Food Quality) + 0.316(Meal Quantity)
+ 0.231(Restaurant Service) + 0.18(Availability of Discount) Commented [P83]: Look into your class notes and interpret
these tables accordingly

Each table should have its interpretation below it

4.3 Hypothesis, Assessment & Summary Table formatting should also be revised for all tables

S. Hypothesis Retain / Criteria

No.
Reject
1 Ambiance does not affect revisit Retained t = 1.390 < 2
intention of restaurant consumers Sig-value = 0.166 > 0.05
2 Food taste does not affect revisit Rejected t = 5.912 > 2
intention of restaurant consumers Sig-value = 0.000 < 0.05
3 Service Quality does not affect revisit Rejected t = 2.702 > 2
intention of restaurant consumers Sig-value = 0.008 < 0.05
4 Meal quantity does not affect revisit Rejected t = 4.331 > 2
intention of restaurant consumers Sig-value = 0.000 < 0.05
5 Discount vouchers and promotions do Rejected t = 3.461 > 2
not affect revisit intention of restaurant Sig-value = 0.000 < 0.05
consumers

Commented [P84]: Your discussion should have at least two

4.4 Limitations
This research was conducted with respondents only from Karachi, therefore it cannot be implied
studies that are that have same results as that of yours and one
that have contrasting results as that of yours. Logical explanations
needed related to as how these studies differ or are same as yours.
Commented [P85]: Each chapter should start from different
page

towards other cities since the likings may vary due to the difference in geographical location. Insert first level main heading of limitation, recommendation and
conclusion first then these sub headings….
Moreover, a restaurant planning to grow and spread in different cities will have to reconsider
their preferences since the results of this research will not be enough. These should be atleast 5 points of limitation of your research

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

4.5 Recommendation:
Based on the outcomes of our research, in which participants were majorly youth who usually eat
out with friends and family, we would like to recommend restaurants’ owners to focus on the
quality of food; its taste, presentation, aroma; meal quantity, restaurant services and try to offer
combo deals, use of vouchers and discounts to enhance foot fall of customers to increase sales and
revenue. This research is based on the response of people of Karachi who usually prefer these
elements in any restaurant for spending good time out.
4.5.1 For Policy Makers:
Prefer food quality, meal quantity and services over ambiance, and at times, offer discount
vouchers and combo deals to attract the consumers.
4.5.2 For Audience
Revisit intentions may have other factors or mediating variables which can be pointed out.
4.5.3 For Future Researchers
Increase the geographical dimensions to a broader for developing and growing restaurants. Commented [P86]: Each heading must have atleast a
paragraph of explanation under it
4.6 Conclusion:
At the end of this research which is focused on the customers’ revisit intention to any restaurant
based on their past experience to that specific restaurant, we can conclude it as Revisit intention
of customers to a specific restaurant in the City of Karachi, based on their past experience is
affected by following factors:
1. Food Quality
2. Meal Quantity
3. Restaurant Services
4. Availability of discount
While another factor that is Ambiance of the restaurant does not show any impact on Karachite to
revisit any specific restaurant. Correlation coefficient suggest that the Food Quality, meal Quantity
and Restaurant service are major factors which impacts on revisit intention of customers to specific
restaurant. Commented [P87]: Extend the conclusion up to 400 words and
make it more concrete

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FACTORS AFFECTING REVISIT INTENTION OF RESTAURANT CONSUMERS

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North, A. C., Shilcock, A., & Hargreaves, D. J. (2003). The Effect of Musical Style on Restaurant
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Sahari , N., Basir, N. M., & Jangga, R. (2012). FACTORS OF FOOD DIMENSION AFFECTING
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YONG, C. K., & SIANG, D. O. (2013). FACTORS INFLUENCING DINING EXPERIENCE ON

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TOWARDS FAST FOOD RESTAURANTS. UNIVERSITI TUNKU ABDUL RAHMAN, 1(1),
1-152. Commented [P88]: Add appendix below the references in
which questionnaire should be attached.
Commented [P89]: Very inappropriate, kindly consider word
document APA format referencing options…

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