Abstract
The purpose of this study is to examine the relationship between service quality, experience value, customer satisfaction, and behavioral intention in the fast food industry in Ho Chi Minh City. A total of 302 valid respondents were used in this research in Ho Chi Minh. This study used AMOS 20 software to analyze the SEM (structural equation modeling). The finding confirmed that the relationship between four factors: service quality, experience value, customer satisfaction, and behavioral trends in the fast food industry. Based on the research results, the author hopes that this will be a research theory that contributes to the formulation of strategies and plans to build and develop supporting activities to improve service quality, value experience, satisfaction in the fast-food industry. In addition, the article presents the relationship as well as the impact of some factors on customer behavior trends in the fast food industry in order to help brands partly improve customer behavior trends and brand experience.
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