This study aims to identify the components of customer dissatisfaction in small‐scale restaurants by analyzing low‐rated (1‐ to 3‐star) online customer reviews. A total of 664 low‐rated reviews collected from four small‐scale restaurants were analyzed using content analysis. Following Braun and Clarke's six‐step procedure, open coding was conducted to identify recurring meaning units, which were subsequently grouped into higher‐order categories and conceptualized into broader themes. The findings reveal that customer dissatisfaction clusters around five main themes: service delivery and staff behavior, food quality and product performance, pricing practices and perceived value incongruity, operational processes—waiting experience, physical environment and experiential atmosphere.
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Çıkı et al. (2026) studied this question.
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