Sales and marketing

In recent years, there are a growing number of people purchasing in the restaurant, managing customer satisfaction has become a crucial issue in this industry. How to understand and satisfy the needs of customers are becoming more and more important factors to increase sales. The aim of research is to understand the importance of customers’ satisfaction in the restaurant what aspects of customers’ satisfaction impact on increased patronage and find solutions to increase sales in the future. Customer data are collected by primary research such as observation and questionnaire. Observation and questionnaire focus on determining underlying attributes of customer satisfaction to increase sales in the restaurant. The results revealed that customer satisfaction was positively related to flavours of dishes, atmosphere, especially price and service. Moreover, customer comment showed that they paid close attention to high quality service with affordable price. The findings of the current study contribute to the field's understanding of customer's role during the service process in the restaurant and provide insightful implications for restaurant managers