Abstract

Dining today is not only about food but also about the overall experience of customers. Many casual restaurants use themed concepts to create a unique and memorable atmosphere through ambiance, decoration, service quality, and entertainment. These elements may influence customer satisfaction and encourage repeat visits. With the increasing competition in the food service industry, understanding how themed dining affects customer retention is important. This study used a quantitative research design to examine the impact of themed dining experiences on customer retention. Data were collected from twenty (20) customers per establishment from Incanta Cave Bar, Retro Coffee House, and Kenny Rogers Roasters through survey questionnaires with a total of sixty (60) Respondents. The study assessed factors such as ambiance and décor, theme consistency, entertainment, uniqueness, cultural or emotional appeal, satisfaction, likelihood of recommending, and intention to return. Statistical tools including frequency, percentage, weighted mean, ranking, and t-test were used to analyze the data. The results showed that themed dining experience has a significant positive effect on customer retention. Customers generally agreed that ambiance, decoration, and entertainment make their dining experience more enjoyable. Among the factors, ambiance received the highest rating. The statistical results also showed a significant relationship between themed dining experience and customer loyalty which means that customers are more likely to return to themed restaurants. The results show themed casual dining plays an important role in increasing customer satisfaction and encouraging repeat visits. And this means that customers are more likely to return to a restaurant if they enjoy not only the food but also the overall experience. The ambiance, decoration, and entertainment help create a more exciting and memorable dining experience.