The Santa Fe Grill Mexican Restaurant The owners of the Santa Fe Grill Mexican Restaurant were not happy with the slow growth rate of the restaurant's operations and realized they needed to obtain a better understanding of three important concepts: customer satisfaction, restaurant store image, and customer loyalty. Using, in part, their practical business knowledge and what they learned as business students at the University of Nebraska, Lincoln, they developed several key questions: 1. What makes up customer satisfaction? 2. How are restaurant images created? 3. How is customer loyalty achieved? 4. What are the interrelationships between customer satisfaction, store images, and customer loyalty? 5. Should information from social networking sites be collected to assist in better understanding customer satisfaction? Not really knowing where to begin, they contacted one of their past professors, who taught marketing research at the university, to gain some guidance. Their professor suggested they begin with a literature review of both scholarly and popular press research sources. Using their Internet search skills, they went to Lexus-Nexus, Google, and Google Scholar (https://Scholar.Google.com) and found a wealth of past research and popular press articles on customer satisfaction, store image, and customer loyalty. After reviewing a number of articles, the owners understood that customer satisfaction relates to a restaurant's ability to meet or exceed its customers' dining expectations about a variety of important restaurant attributes such as food quality, acceptable service, competitive prices, restaurant atmosphere, and friendly] courteous staff. Regarding restaurant store image, they learned that image is really an overall impression expressed in either a positive or a negative judgment about the restaurant's operations. In addition, customer loyalty reects customers' willingness to \"recommend a restaurant to their friends, family, and/ or neighbors,\" as well as provide positive word of mouth