Impact of operational activities on customer satisfaction in cafes and restaurants: A mediating role of infrastructural elements

  • Received July 4, 2022;
    Accepted September 19, 2022;
    Published October 11, 2022
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.18(4).2022.02
  • Article Info
    Volume 18 2022, Issue #4, pp. 13-24
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This work is licensed under a Creative Commons Attribution 4.0 International License

After restrictions on community activities caused by the COVID-19 pandemic were lifted, numerous businesses, including restaurants and cafes, have already resumed normal operations. Competition is also unavoidable. Thus, companies should motivate their managers to develop various operational strategies to increase customer satisfaction. This study aims to analyze the relationship between customer satisfaction and operational management activities, including layout, decoration, location, and cleanliness. In addition, it examines human resource management, food quality, and atmosphere as mediating variables. Data were obtained using an online questionnaire conducted between June and December 2021. A total of 1,068 clients of cafes and restaurants were selected as the participants using purposive random sampling. Data were evaluated using variance-based structural equation modeling. The results showed that operational management activities promote cafes and restaurants (p-value = 0.000). Furthermore, this study indicates the role of infrastructure elements, specifically human resource management, atmosphere, and food quality, as moderating variables on customer satisfaction (p-value = 0.000). Overall, the findings of this empirical study provide a theoretical contribution by emphasizing cafe and restaurant operational strategies that enhance customer satisfaction.

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    • Figure 1. Conceptual framework
    • Table 1. Sample demographic
    • Table 2. Validity and reliability result
    • Table 3. R-square
    • Table 4. Path coefficient
    • Table 5. Summary of mediation effects
    • Conceptualization
      Saida Zainurossalamia ZA, Rizky Yudaruddin
    • Funding acquisition
      Saida Zainurossalamia ZA
    • Investigation
      Saida Zainurossalamia ZA, Dadang Lesmana, Rizky Yudaruddin
    • Resources
      Saida Zainurossalamia ZA, Dadang Lesmana, Rizky Yudaruddin
    • Supervision
      Saida Zainurossalamia ZA
    • Writing – review & editing
      Saida Zainurossalamia ZA, Rizky Yudaruddin
    • Data curation
      Dwi Martiyanti, Gusti Noorlitaria Achmad, Dadang Lesmana
    • Formal Analysis
      Dwi Martiyanti, Gusti Noorlitaria Achmad
    • Methodology
      Dwi Martiyanti, Gusti Noorlitaria Achmad
    • Project administration
      Dwi Martiyanti, Gusti Noorlitaria Achmad
    • Software
      Dwi Martiyanti, Dadang Lesmana
    • Writing – original draft
      Dwi Martiyanti, Dadang Lesmana
    • Visualization
      Gusti Noorlitaria Achmad, Dadang Lesmana
    • Validation
      Rizky Yudaruddin