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 - Internet
KW - Wi-Fi
KW - information technology
KW - restaurants
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
SN - 1537-8020
VL - 15
SP - 285
EP - 299
JO - Journal of Foodservice Business Research
JF - Journal of Foodservice Business Research
IS - 3
ER -