Abstract:
Meal experience is key to customer satisfaction and profitability of restaurants. The main objective of the study was to examine the meal experience on customers’ of grade three restaurants within Sekondi-Takoradi. It further examined the effect of personal factors of customers on the meal experience. Convenience sampling was used to select 272 respondents from all grade 3 restaurants and were surveyed using a questionnaire. The statistical techniques used for the analysis were Statistical Product for Service Solution, T-test, bar graph and logistic regression. The study revealed that gender had a significant effect on the overall meal experience. Consequently, the odds of a male having a good meal experience is less than that of a female. The main factors that influenced meal experience were food, menu, price, service and atmosphere. Also, there was no significant difference between the factors that determined the meal experience by first-time and repeat visitors to grade three restaurants. It was concluded that, ‘location’ should always be of extreme importance to restaurant operators because it serves as a determining factor of choice of restaurant thereby avoiding poor patronage. It was also recommended that restaurant managers pay extra attention to food preparation, environment, location, service and periodic training for staff in order to enhance and sustain the meal experience of customers to grade three restaurants within Sekondi-Takoradi
