Evaluating the Benefits of Consumer Revisitation Intentions for Restaurants in Taiwan

Abstract

When people waits for an extending time in a restaurant, the restaurant must take an appropriate action to recovery it to reduce consumers' dissatisfaction and negative oral spreading in order to bring back consumers and reduce loss of customers. The contingent behavior analysis (CBA) is used for establishing the revisit benefit of the restaurant waiting service, which is used for analyzing factors and benefits affecting people's revisit demand under the service recovery and improvement plans “increase service quality” and “improve restaurant facilities and add technical equipment”. The research result shows different service recovery and improvement plans significantly increase the benefit of people revisiting restaurants. The plan about improvement of software and hardware facilities of restaurants brings the highest benefit. Respondents about the restaurant revisit demands have no price elasticity under implementation of different recovery plans.