The study of consumer intention, service quality cognition and repurchase behavior of consumers in exotic restaurants – mexican restaurant

Abstract

Economic growth boosted dining-out population and encouraged opening of different exotic restaurants one by another in the recent years. Changes of eating habits and arrivals of global villages were the essential to drive restaurants to become internationalized. Consumers nowadays value more on consumer quality, thus, this study explored on the impacts of key factors in service quality from exotic restaurants vs. consumer repurchase intention, with consumers of Mexican restaurants as examples. This study adapted questionnaire survey, investigating consumers in Kaohsiung city as objects, and examined incidences and correlations of service quality vs. consumer satisfaction level and repurchase intention as variables through regression analysis. The results revealed that factors of customer relationship management and waiter/waitress both showed positive and significant relative influences on customer satisfaction level and repurchase intention. Service location presented significant influence vs. consumer satisfaction level, yet showing negative relationship vs. repurchase intention.