Keywords
consumer value
customer interaction
customer value
restaurant experience
REST-QUAL
How to Cite
Abstract
This article examines the problem of marketing assessment of restaurant consumer value in a highly competitive environment, digitalization of guest interactions, and increasing consumer expectations. It is shown that a diner's final judgment of a restaurant is formed by a combination of controllable elements of the restaurant experience. Through a study of theoretical and statistical data, it was determined that this list should include accessibility, initial contact with the consumer, atmosphere, appropriateness of the format of the visit, convenience of the space, a sense of safety, and the alignment of expectations with actual results. The purpose of the study is to develop the REST-QUAL model as a tool for an integrated marketing assessment of a restaurant's perceived consumer value. The methodological framework included theoretical analysis, a comparative analysis of the SERVQUAL, DINESERV, and DINESCAPE models and approaches to assessing customer value, a systematization of restaurant experience factors, and conceptual and methodological modeling. As a result, a REST-QUAL structure was proposed, including an external REST loop and an internal QUAL loop, as well as a procedure for calculating the integrated indicator based on eight component assessments. The scientific novelty of the study lies in its translation of the overall restaurant assessment from a satisfaction perspective to a step-by-step diagnostic of consumer value. The practical significance of the model lies in its ability to identify weaknesses in a restaurant's offering, determine sources of discrepancies between expectations and actual guest experiences, and make management decisions to adjust the restaurant's product, service, environment, and communications.
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