Fine dining restaurants are important to the restaurant industry for establishing trends and representing tradition in classic gastronomy. Few research articles have investigated market retention issues in fine dining settings. The purpose of this study was to explore three fine dining core competencies with two customer behavior components and their effects on customer intention to return. A questionnaire was developed identifying how process, product, physical setting, self-image, and dining occasion relate to intention to return, and to assess which one of the above components significantly affected a customer's desire to return. A random sample of 191 customers from two fine dining restaurants in Des Moines, Iowa provided data for this study. A regression model resulted in a moderate R2 of 0.388 with several factors significantly related to return intention. Process, self-image, physical setting and product were significantly related with return intention. Process was the most significant (t = 4.427) with a standardized beta greater than the other factors (stand. β = 0.323). Self-image was significantly related to return intention (t = 3.357) with a standardized beta of 0.256. PHYS2, a factor summarizing components of physical setting, was significant in relation to return intention (t = 3.335) with a standardized beta of 0.243. BEV, a factor grouping beverage components under the product section, was significant with return intention (t = 3.047) with a standardized beta of 0.219. In conclusion there is a relationship between process, product, physical setting. self-image, and dining occasion with return intention. Process was the most significant variable with return intention. The management's ability to enhance performance of service, physical setting detail, and both beverage quality, amount, and variety offered, has the potential to increase customers' intent to return. In addition, by gaining insight into the customers' attitudes on their self-image may allow for a strategic marketing advantage.