Effects of the Meal Experience on the Post-purchase Behavioural Intentions of Customers of Grade Three Restaurants in Sekondi-Takoradi, Ghana

Abstract

Meal experience is the key to customer satisfaction in restaurants, whereas experiences customer’s encounter determines the kind of post-purchase intentions embarked upon. The main objective was to examine the effect of meal experience on customers’ post-purchase behavioural intentions (PPBI) to grade three restaurants in Sekondi-Takoradi. Convenience sampling was used to select respondents whilst questionnaire was used to collect data and analyzed using SPSS. Results revealed that about ninety percent of respondents rated their meal experience as good. Majority avowed that they will re-visit and recommend, whilst a few boldly stated they will opt for alternative intentions anytime dissatisfaction is experienced. Furthermore, there was a significant effect of meal experience on PPBI with the exception of alternative intentions. Conclusively, customers recommend and re-visit only when they attain a positive meal experience. Restauranteurs are recommended to periodically solicit ideas from customers on how best to sustain meal experience.