Growing Competition Makes Customer Satisfaction More Important
Indonesia's culinary industry has expanded rapidly in recent years, creating intense competition among restaurants and food businesses. As consumers gain more choices, customer satisfaction has become a critical factor for business sustainability. Satisfied customers are more likely to return, recommend a restaurant to others, and contribute to long-term business growth.
The researchers selected Putri Minang Restaurant in Sukadana Ilir Village because it represents a typical local food business facing common operational challenges. Initial observations identified several issues affecting customer experience, including slower service during peak hours, limited staff responsiveness to customer requests, and customer perceptions that some menu prices were higher than those offered by nearby competitors. Monthly visitor numbers also fluctuated, suggesting that customer satisfaction remained an important business concern.
A Survey of Restaurant Customers
The research used a quantitative associative design involving 91 restaurant customers. Participants were selected through accidental sampling, meaning customers who visited the restaurant and met the study criteria voluntarily participated in the survey.
The research team collected information through observations, interviews, documentation, and structured questionnaires using a five-point Likert scale. The responses were then analyzed with multiple linear regression using SPSS Version 26 to measure how service quality and price influenced customer satisfaction.
Service Quality and Price Both Matter
The statistical analysis demonstrated that both service quality and pricing significantly influence customer satisfaction.
Key findings include:
- Service quality showed a statistically significant positive relationship with customer satisfaction (p = 0.002).
- Price also had a statistically significant positive effect (p = 0.000).
- Together, service quality and price significantly explained customer satisfaction.
- The coefficient of determination (R² = 0.619) indicates that 61.9% of customer satisfaction can be explained by these two factors, while the remaining 38.1% is influenced by variables outside the research model.
The regression analysis further showed that improvements in service quality and appropriate pricing are associated with higher levels of customer satisfaction. According to the authors, customers evaluate their overall dining experience rather than judging individual aspects separately. A restaurant offering friendly, responsive, and efficient service while maintaining prices that customers perceive as fair is more likely to achieve higher satisfaction levels.
Beyond Service and Price
Although service quality and price emerged as the strongest predictors in this study, they do not explain every aspect of customer satisfaction.
The researchers reported that 38.1% of customer satisfaction is influenced by other factors not included in the research model. These may include food quality, restaurant atmosphere, cleanliness, and available facilities. The findings suggest that restaurant managers should continue improving operational performance while also maintaining consistent food quality and a comfortable dining environment.
Implications for the Culinary Industry
The study provides practical insights for restaurant owners, entrepreneurs, and small business managers operating in Indonesia's competitive food service sector.
Investing in employee training, reducing waiting times during busy periods, improving customer responsiveness, and developing pricing strategies that match customers' perceived value may strengthen customer loyalty and improve business competitiveness.
The findings may also support universities, entrepreneurship educators, local governments, and business development agencies seeking evidence-based strategies to improve the performance of small and medium-sized culinary enterprises.
Academic Perspective
Nasihin and colleagues from Nahdlatul Ulama University of Lampung conclude that customer satisfaction increases when restaurants successfully combine high-quality service with pricing that customers consider reasonable. Their findings also emphasize that businesses should not rely solely on these two factors, as food quality, cleanliness, facilities, and the overall dining environment remain important contributors to customer satisfaction.
Author Profile
Muhamad Nasihin is a researcher and academic affiliated with the Entrepreneurship Study Program, Faculty of Economics and Business, Nahdlatul Ulama University of Lampung. He co-authored this study with Denny Kurniawan, Robi Santoso, and Dina Nadiyah Faiqoh, who are also affiliated with the same faculty and university. Their research focuses on entrepreneurship, customer behavior, service quality, marketing, and business development in Indonesia's culinary sector. The uploaded journal article identifies the authors and their institutional affiliation but does not state their academic degrees or provide detailed individual specializations.
Source
Article Title: The Influence of Service Quality and Price on Customer Satisfaction at the Putri Minang Restaurant, Sukadana Ilir Village, East Lampung Regency
Journal: Indonesian Journal of Entrepreneurship & Startups (IJES)
Publication: Volume 4, Number 2, 2026
DOI: https://doi.org/10.55927/ijes.v4i2.17050
URL : https://journal.formosapublisher.org/index.php/ijes/index
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