The Elements of Customer Experience in the Themed Restaurants: A Systematic Review

Abstract

The purpose of this study is to systematically review the strengthening of the concept of customer experience in themed restaurants and to find out what variables affect customer experience at themed restaurants. This research is based on researches relating to customer experience at themed restaurants. The research applied three databases: Science Direct, Emerald, and EBSCO. The literature reviewed is customer experience at restaurants in the last 10 years, specifically 2012 to 2022.There are only 13 researches on themed restaurants from 2012-2021. Researches applied 23 independent variables and 5 dependent variables in examining themed restaurants. The limitation of this research is that the researcher only examines published research regarding customer experience at restaurants that have a special theme with a time span of 2012-2022.The implication of this research is that stakeholders can consider customer experience as an important factor in the hospitality and tourism industry, especially in restaurants. Some of the variables shown in this study can be a reference for stakeholders in improving customer experience at themed restaurants. This research has a big impact on society because it affords to increase the value of a restaurant. This has the potential for visitors to come back. The originality of this research is that there is no literature review that discusses customer experience and the variables used by researchers in themed restaurants.