The vast number of restaurant entrepeneur incite such an intense competitiveness which leads to diversity
in practising marketing strategy, one factor that needs to be brought in to attention is pricing, which has
become a sensitive subject in the time of global crisis. When something is overpriced, consumer will easily
walk away , and when it is low-priced, a doubt about quality will aries . Price of a product or a service
will, more often than not , affect consumer's buying decision. Thus it is important for company to be able
to place an acceptable price. Yet so far only few researche evaluated"price acceptance" as consequence of
customer satisfaction. This research aims to assess the relationship between price fairness, customer
satisfaction, loyalty, and price acceptance in a service company. Questionnaires were distributed to
respondents by the self-administered questionnaire method and total of 187 completed questionnaries were
used in the analysis. The data was then analzed using structural equation modeling. Three of five
hypotheses were supported and two others were not supported. This paper alson provides the implications
for theoritical and managerial and offers directions for future research.
