The impact of perceived cleanliness on customer satisfaction, revisiting intention and complaining behaviors: The case of restaurants by S-O-R Model

Food and beverage sector is a challenging sector which is growing and changing fast and including severe competition. Restaurants are an important part of the sector and in today’s conditions it is vital them to be nourishing and satisfying and also free of problems in terms of cleanliness. In this respect the aim of this study is to understand how satisfaction/dissatisfaction feeling affects the intentions of complaining a restaurant or revisiting it by determining to what extent cleanliness factors affect customers’ satisfaction level in the scope of S-O-R Model. In accordance with the given purpose, the data collected via the questionnaires from 384 customers of a restaurant in the United States of America have been analysed. According to the results, participants evaluate restaurant cleanliness in six aspects and it has been established that these six aspects clarify 42 % of restaurant satisfaction. Also, it has been found that restaurant satisfaction affects the intention of revisiting but does not affect the intention of complaint. In the study suggestions for theoretical and practical areas have been presented.