ABSTRACT

Paris has a thriving dining scene with a diverse range of cuisines, including traditional French cuisine, international fare, and fusion cuisine. The restaurant industry in Paris is a significant part of the city's cultural and economic landscape. The industry has faced challenges in recent years due to economic uncertainty and the impact of the COVID-19 pandemic. To achieve a robust post-pandemic recovery of the F&B market, it is crucial to focus on researching methods to enhance customer satisfaction, loyalty, and intention to return. The present research aimed to (1) investigate the factors that impact customer satisfaction in the Michelin-starred restaurants of the city after the COVID-19 outbreak; (2) analyze and evaluate the relative importance of the identified factors; and (3) provide management recommendations to assist stakeholders in the restaurant industry in developing customer satisfaction, loyalty, and return intentions. Besides in-depth Interviews, observations, documentary research, user-generated content published on TripAdvisor.com was examined in this research to explore the experiences of international diners (n=1215 reviews of 20 Michelin-starred restaurants in Paris according to the 2022 Michelin Guide). The use of netnography analysis and framework analysis enabled a meaningful and in-depth understanding of the customer experience through thematic qualitative coding of restaurant reviews. The findings revealed that the satisfaction of customers with Michelin-starred restaurants in Paris depends on many five factors with different levels of importance, including (1) The quality of the food; (2) The service provided by professional and friendly staff; (3) The beautiful architecture and interior design creating a luxurious and comfortable ambiance; (4) The availability of accompanying services such as transportation, reservations, hotel rooms, and entertainment; and (5) The prices that are in line with the quality of the food and service provided. Despite variations in consumer reviews, the data indicated a consensus that all five factors served as a mechanism for achieving diners satisfaction and loyalty. For each factor, recommendations regarding planning and management are discussed to enhance customer satisfaction and loyalty.

Keywords: customer satisfaction, customer loyalty, customer retention, Food & Beverage market, Michelin-starred restaurant, Paris City, France, post-pandemic recovery