ИСТИНА

Abstract: The current market situation at the Russian catering market has highlighted the problem of customers retaining, which is possible by increasing of satisfaction through improving individual factors that affect it. For the market of catering services in general and the segment of traditional restaurants particularly, the problem of assessment and improvement of satisfaction is one of the paramount tasks. This paper describes three-stages complex research (content analysis, pilot online survey, electronic survey) aimed to identify the factors that influence on satisfaction of visitors of full-service restaurants. This allowed to develop conceptual models for creating a value proposition for restaurants. These models are compiled for all price segments, include the most significant factors that influence on visitors’ satisfaction and can be implemented for specific venues. Keywords: Full-service restaurants; catering; foodservice; average bill; customer satisfaction; factors of customer satisfaction; customer value proposition; market trends.