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

Cihan Cobanoglu, Anil Bilgihan, Khaldoon Khal Nusair, Katerina Berezina

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)285-299
Number of pages15
JournalJournal of Foodservice Business Research
Volume15
Issue number3
DOIs
Publication statusPublished - Jul 2012

Fingerprint

Restaurants
restaurants
Internet
risk perception
questionnaires
Technology

Keywords

  • information technology
  • Internet
  • restaurants
  • Wi-Fi

ASJC Scopus subject areas

  • Food Science

Cite this

The Impact of Wi-Fi Service in Restaurants on Customers' Likelihood of Return to a Restaurant. / Cobanoglu, Cihan; Bilgihan, Anil; Nusair, Khaldoon Khal; Berezina, Katerina.

In: Journal of Foodservice Business Research, Vol. 15, No. 3, 07.2012, p. 285-299.

Research output: Contribution to journalArticle

@article{64a06cd179554e9199f351e28e5f5cc2,
title = "The Impact of Wi-Fi Service in Restaurants on Customers' Likelihood of Return to a Restaurant",
abstract = "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.",
keywords = "information technology, Internet, restaurants, Wi-Fi",
author = "Cihan Cobanoglu and Anil Bilgihan and Nusair, {Khaldoon Khal} and Katerina Berezina",
year = "2012",
month = "7",
doi = "10.1080/15378020.2012.706194",
language = "English",
volume = "15",
pages = "285--299",
journal = "Journal of Foodservice Business Research",
issn = "1537-8020",
publisher = "Taylor and Francis Ltd.",
number = "3",

}

TY - JOUR

T1 - The Impact of Wi-Fi Service in Restaurants on Customers' Likelihood of Return to a Restaurant

AU - Cobanoglu, Cihan

AU - Bilgihan, Anil

AU - Nusair, Khaldoon Khal

AU - Berezina, Katerina

PY - 2012/7

Y1 - 2012/7

N2 - 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.

AB - 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.

KW - information technology

KW - Internet

KW - restaurants

KW - Wi-Fi

UR - http://www.scopus.com/inward/record.url?scp=84866170122&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84866170122&partnerID=8YFLogxK

U2 - 10.1080/15378020.2012.706194

DO - 10.1080/15378020.2012.706194

M3 - Article

AN - SCOPUS:84866170122

VL - 15

SP - 285

EP - 299

JO - Journal of Foodservice Business Research

JF - Journal of Foodservice Business Research

SN - 1537-8020

IS - 3

ER -