Determinants of Consumer Intention to Revisit the Same Restaurant and a Simple Algorithm of Coupon Discount Rate

In this chapter, the theory of consumer choice is applied to model consumer intention to revisit the
same restaurant. As a result, theoretical findings show that server’s service quality, taste of the food,
the restaurant’s environment, consumer satisfaction with the price of the meal, consumer’s total
budget, coupon discount rate, sales tax rate, and tipping rate may influence a consumer’s intention to
revisit the same restaurant. I attempted to use the theory of consumer choice to frame a model for
customer revisit intention that can be used to present how and why a customer would return to the
same restaurant “in the future”. In addition, a simple algorithm is developed for determining a coupon
discount rate for restaurant owners/managers also is suggested. The main contribution of this chapter
is in framing an economic theoretical model for consumer intention to revisit the same restaurant,
which can be useful in constructing empirical models for further investigations of this issue.