The Effect of Ethnic Restaurant Visitors’ Service Quality Perception on Repeat Purchase Intention and Customer Satisfaction: An Ethnic Restaurant Example

Today, people see dining out as both a convenience and a fun opportunity. The desire to explore new experiences is also increasing interest in the food and beverage industry. With the impact of globalization, the desire to break away from daily routines, explore different cultures, and experience new things has increased interest in ethnic restaurants, particularly ethnic restaurants. These restaurants offer an authentic atmosphere by utilizing regional kitchenware and cooking techniques, allowing guests to learn about different cultures. The high-quality service offered by these establishments positively impacts customer satisfaction and repeat purchase behavior. This study aimed to meet the expectations and investigate the satisfaction levels of visitors to Turkish restaurants in Richmond, England. Data were collected through face-to-face surveys (July 7, 2023-September 7, 2023). The data were evaluated using correlation analysis, regression analysis, t-tests, and variance analysis. The findings indicate that service quality has a positive impact on customer satisfaction and repeat purchase intention. It has been determined that the impact of service quality on repeat purchases is largely due to customer satisfaction. Physical appearance is the most important service quality dimension, followed by reliability, assurance, and empathy. Consequently, businesses that improve service quality increase their likelihood of repeat purchases by achieving customer satisfaction. Developing various service quality components provides businesses with a competitive advantage. Therefore, identifying and addressing deficiencies across all dimensions is a key recommendation, positively impacting customer satisfaction and repeat purchase intentions.