1Innovation and Entrepreneurship Centre, Sher-e-Kashmir University of Agricultural Sciences and Technology of Kashmir, Shalimar-Srinagar-190 025, Jammu and Kashmir (India)
2Directorate of Planning and Monitoring, Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu
*e-mail: bhatnaveedbhat@gmail.com
Online published on 30 June, 2023.
The purpose of this study was to determine the impact of price, taste and ambiance of restaurants on consumer satisfaction. A questionnaire based survey was conducted among 300 consumers within 10 fine dine restaurants of Jammu district of Jammu and Kashmir purposively. Surprisingly the results of the study have established that there is a significant impact of impact of price, taste and ambiance of restaurants on consumer satisfaction. Therefore it is recommended that a manager must ensure best consumer oriented pricing policy, delicious taste of food and soulful ambiance to ensure consumer satisfaction at its best.
Ambiance, Customer satisfaction, Price, Taste
