ABSTRACT

Amidst the COVID-19 pandemic's unprecedented challenges and transformations, numerous industries globally, including the restaurant sector, have been impacted. This research delves into the factors influencing customer satisfaction in vegan restaurants post-pandemic within Paris, globally renowned as a culinary epicenter. The objective of the study lies in assisting restaurant owners and managers in enhancing their services in line with emerging health-conscious and environmentally-friendly food consumption trends. A quantitative research approach was employed, utilizing a survey distributed among customers frequenting moderate-scale vegan restaurants in Paris in the post-pandemic period. The questionnaire was designed to measure perceived service quality, food quality, ambiance, price fairness, and the overall dining experience. An analytical examination of 382 completed responses ensued, leveraging both descriptive and inferential statistical methodologies. Further robustness was added to the analysis through the application of Partial Least Squares and Structural Equation Modeling techniques. The study findings reveal that Food Quality, Service Quality, Fair Pricing, Emotional Connection, and Perceived Value were significant determinants of customer satisfaction in post-pandemic vegan restaurants in Paris. Interestingly, the ambiance of the restaurant, previously highly evaluated in pre-pandemic research, didn't significantly impact customer satisfaction in Paris's post-pandemic vegetarian restaurant segment. This shift in customer preference suggests a post-pandemic emphasis on core dining elements over ancillary aspects. The findings also illuminate the role of emotional connection and perceived value, both of which have emerged as significant influencers of customer satisfaction in post-pandemic vegan restaurants in Paris. Considering these insights, it can be concluded that Parisian vegan restaurants can enhance customer satisfaction by prioritizing improvements in food and service quality, alongside ensuring pricing fairness. Crucially, the emotional bond and perceived value that customers associate with a vegan restaurant have become integral to customer satisfaction. Hence, these aspects require deliberate management in the post-pandemic landscape of Paris's vegan restaurants. Providing a multidimensional understanding of customer satisfaction, this study serves as a valuable guide for the vegan restaurant industry in Paris, promoting its resilience and sustainability in the post-pandemic era.

Keywords: Customer Satisfaction, Vegan Parisian Restaurants, Post-pandemic, Food Quality, Service Quality, Price Fairness, Emotional connection, Perceived value