Measuring and Analyzing Customer Satisfaction Using Multicriteria Satisfaction Analysis (MUSA) Model: The Case of Restaurant Industry in Greece

Dimitrios Drosos (), Stamatios Ntanos and Faidon Komisopoulos
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Dimitrios Drosos: University of West Attica
Stamatios Ntanos: University of West Attica
Faidon Komisopoulos: University of West Attica

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 1057-1070 from Springer

Abstract: Abstract Rapid changes have been recorded in recent years in the restaurant industry in Greece, as repeated crises push one of the most potent “poles” of the Greek economy into a complete transformation. The restaurant market in Greece is one of the most crucial components in the formation and growth of the national product. On the other hand, customer satisfaction and loyalty are among the most critical factors determining sales today. The aim of this paper is to analyze the factors that determine customer satisfaction in restaurants. An electronically structured questionnaire was used for data collection for this research paper. The survey was conducted via simple random sampling from October to November 2023. A total of 377 questionnaires were collected. The results were analyzed using the Multicriteria Satisfaction Analysis (MUSA) model. MUSA is an ordinal regression model based on the principles of multicriteria decision analysis. The research results show that the average satisfaction index is about 85.63%.

Keywords: Restaurant market; Customer satisfaction; MUSA method; Multicriteria analysis (search for similar items in EconPapers)
JEL-codes: C44 L83 M10 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-78471-2_47

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DOI: 10.1007/978-3-031-78471-2_47

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