Factors Influencing Customer Satisfaction and Behavioral Intention for Fast-Casual Restaurants (A Case Study in a Shopping Center, Bangkok)

22 Pages Posted: 10 Mar 2021

See all articles by Thanathon Kaewmahaphinyo

Thanathon Kaewmahaphinyo

affiliation not provided to SSRN

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

Kitikorn Dowpiset

Assumption University - Graduate School of Business

Date Written: July 2020

Abstract

This study examines the relationships between the six factors (food quality, service quality, physical environment quality, perceived value, satisfaction, and behavioral intention) in fast-casual restaurants. Nowadays, restaurants need to understand and give importance to the factors that influence consumers and create impressive experiences for them. The entrepreneurs, academics, and restaurant managers should pay more attention to the quality and the value factors that consumers receive. In this study, the researchers aim to analyze the factors that affect the satisfaction and intention of the consumers, to explain the differences in the restaurant industry in the form of fast-casual restaurants, and explore the role of consumer value awareness affecting customer satisfaction. This study uses the survey results from consumers living in Bangkok, Thailand, which contains 400 people as a sample size through the questionnaire. The data analysis was used descriptive statistics such as frequency, percentage, mean, standard deviation, and the hypothesis testing in this research was simple and multiple linear regression analysis at a significant level of 0.05. This research indicates that all these factors are important to satisfy the customers, price recognition acting as the operator in this process. Ultimately, results indicate that customer satisfaction is an important predictor of the behavioral intent of consumers for re-consumption for fast-casual restaurants. The results of the research are from hypothesis testing of the Factors influencing customer satisfaction and behavioral intention for fast-casual in the restaurant industry (A case study in a shopping center, Bangkok). The most influential factor is perceived value, followed by service quality and physical environment, and food quality, respectively, at the significance level of 0.05. It shows that these factors are useful, which may provide better ways to use, develop, or improve the quality that affects customer satisfaction and the level of intention in the behavior of consumers in the future.

Keywords: behavioral intention, food quality, perceived value, physical environment quality, satisfaction, service quality

JEL Classification: M00, M30, M31

Suggested Citation

Kaewmahaphinyo, Thanathon and Nuangjamnong, Chompu and Dowpiset, Kitikorn, Factors Influencing Customer Satisfaction and Behavioral Intention for Fast-Casual Restaurants (A Case Study in a Shopping Center, Bangkok) (July 2020). Available at SSRN: https://ssrn.com/abstract=3787925 or http://dx.doi.org/10.2139/ssrn.3787925

Thanathon Kaewmahaphinyo (Contact Author)

affiliation not provided to SSRN

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand ( email )

Bangkok
Thailand

Kitikorn Dowpiset

Assumption University - Graduate School of Business ( email )

Bangkok
Thailand

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
105
Abstract Views
280
rank
329,055
PlumX Metrics