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

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.