The effect of price justice perceived by customer in restaurants on guest satisfaction and intention to revisit Nevsehir province

This study examines the relationship between perceived price fairness in restaurants and customers' intention to revisit. The research highlights that price fairness enhances customer satisfaction and strengthens loyalty, underscoring its strategic importance for restaurant businesses. Price fairness is defined as the extent to which a product or service's price is perceived as fair and reasonable by customers. The study demonstrates that customers' perceptions of price fairness significantly influence their intention to revisit. The research employs a quantitative methodology, utilizing survey techniques for data collection. Surveys were administered to restaurant customers and included scaled questions designed to assess perceived price fairness, customer satisfaction, and revisit intentions. The data were evaluated with statistical analyses and factor analysis, correlation and regression analyses were performed. The findings reveal that price fairness has a significant positive effect on customer satisfaction and revisit intentions. Specifically, customers with higher perceptions of price fairness reported greater satisfaction levels and were more likely to revisit the restaurant. Furthermore, service quality, physical environment, and food quality were identified as critical factors contributing to customer satisfaction. İn conclusion, price fairness plays a central role in enhancing customer satisfaction and fostering loyalty within the restaurant industry. This study offers a strategic framework for businesses to refine their pricing strategies and improve the overall customer experience.