The Mediation Effect of Restaurant Image on the Relationship between Service &amp; Food Quality and Customer Satisfaction

Estanislau Sousa Saldanha,Manuel Vong,Zeferina Celeste Da Costa Oliveira

doi:10.51703/bm.v2i0.30

Abstract

The purpose of this study is to examine the mediation effect of restaurant image on the relationship between service qualities, food quality and customer satisfaction in restaurant industry. Questionnaire used to collect data, while Smart PLS 3.0 was used to test the hypotheses. The result of this research revealed positive and significant relationships between food quality, service quality, restaurant image and customer satisfaction. The other hand, there is no mediation effect of restaurant image in relationship among food quality, service quality and customer satisfaction. This research provides data on the level of consumer satisfaction with food quality, the quality of service in Timor-Leste. The Government may use this information in developing training centres to provide training to staff to improve their skills and knowledge about food services.

Highlights

Customer satisfaction is important factor for goods marketing
Seen from the validity test, the results show that convergent validity and discrinant validity, all indicators are valid to test the relationship between variables
This study is confirmed by previous empirical research which proves that food quality has a positive and significant effect on consumer satisfaction (Ryu et al, 2012; Yamit, 2010; Kotler & Armstrong, 2012; Margareta & Edwin, 2012; Namkung & Jang, 2007; Ryu & Han, 2010)

Summary

Introduction

Customer satisfaction is important factor for goods marketing. A product is success if customers satisfy with it. Consumer satisfaction is the results from people's comparison between their expectations and the perceived service obtained from a company (Nawi et al, 2019; Kotler, 2014). Customer satisfaction is a result of consumer service needs (Barnes, 2003: 64). Kotler (2003) indicates a company must maintain its income, and this requires customer satisfaction. Firescu (2015), mentioned that consumer satisfaction for an industry is very important because only through consumers can provide income for the industry, when there are no consumers there is no income, an industry needs to pay attention to staff to provide satisfaction to consumers (Ryu, Lee & Kim, 2012) Customer satisfaction is a result of consumer service needs (Barnes, 2003: 64). Kotler (2003) indicates a company must maintain its income, and this requires customer satisfaction. Firescu (2015), mentioned that consumer satisfaction for an industry is very important because only through consumers can provide income for the industry, when there are no consumers there is no income, an industry needs to pay attention to staff to provide satisfaction to consumers (Ryu, Lee & Kim, 2012)

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Methods

Discussion

Conclusion