Why do customers not revisit food and beverage establishments? A multi-perspective analysis

This research aimed to determine the factors that prevent customers from revisiting food and beverage businesses in Şanlıurfa and to analyse the importance of these factors. Data was collected from academics, restaurant managers, and consumers. At this stage, data was collected from academics and restaurant managers via survey method; consumers' comments on TripAdvisor were examined. SWARA (Step Step Weight Ratio Analysis) technique was used to analyse data collected from academics and restaurant managers via the survey method. Content analysis was performed on consumer comments made on TripAdvisor. The results indicated that hygiene, price fairness, and staff behaviour are essential constituents that form consumer satisfaction and loyalty in the view of restaurant managers. On the other hand, academics focus more on hygiene, staff behaviour, and product quality. Both sides agree that positive staff behaviour and hygiene will motivate customers. However, poor hygiene standards, untrained staff behaviour, and a feeling of exorbitant pricing will stop them from returning. This finding is also confirmed by the themes and codes revealed by the qualitative analysis of the words in TripAdvisor reviews. The issues that customers complained about most were hygiene issues, product quality, and service speed. The findings highlight the importance of maintaining high hygiene standards, staff behaviour, price fairness, and product quality in fostering customer loyalty and ensuring long-term business sustainability. The study's originality lies in its multi-perspective approach, which combines insights from restaurant managers, academics, and customers to analyse why customers do not revisit Food and beverage establishments. In this context, research is essential in providing applicable strategies to improve customer satisfaction, encourage loyalty, and contribute to sustainable business practices.