Portal de Periódicos da CAPES

The Impact of Wi-Fi Service in Restaurants on Customers' Likelihood of Return to a Restaurant

2012; Taylor & Francis; Volume: 15; Issue: 3 Linguagem: Inglês

10.1080/15378020.2012.706194

1537-8039

Cihan Çobanoğlu, Anil Bilgihan, Khaldoon Nusair, Katerina Berezina,

Digital Marketing and Social Media

The purpose of this study is to explore the impact of wireless internet (Wi-Fi) service on customers' likelihood of returning to a restaurant. Data was collected via an online structured questionnaire from randomly chosen 1000 restaurant customers in the U.S. The results showed that (1) Wi-Fi access has become an important amenity in restaurants and cafes in the United States; (2) Technology-savvy customers prefer restaurants or cafes with Wi-Fi service; (3) Customers prefer free Wi-Fi in restaurants over paid models; and (4) A multiple regression model supported that Wi-Fi service availability, Wi-Fi service quality, price of Wi-Fi service, perceived risk of using Wi-Fi service, and perceived value of Wi-Fi are predictors of likelihood of a customer's return to a restaurant. The research findings highlight the importance of internet amenities in restaurants. It shows that providing Wi-Fi service in a restaurant is a predictor of the likelihood of customers returning to a restaurant.