- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Critical Factors Influencing Revisit Intention of Large Restaurant Chains in Myanmar
THAVORN, Jakkrit
KLONGTHONG, Worasak
NGAMKROECKJOTI, Chittipa
Abstract
Purpose: This study examined how many determinant factors (service dimensions, food quality, and price perception) affect revisit intention. This practical concept is service quality (SERVQUAL), customer satisfaction, and repeated/revisit behavioral intention based on the theory of reasoned action (TRA). Research design, data and methodology: This research applied a hybrid mixed-method comprising exploratory and explanatory sequential design by Creswell (2014). The 400 responses were collected in four townships in Myanmar. This study drilled down to exploratory factor analysis (EFA) followed by confirmatory factor analysis (CFA) prior to test the hypothesized factor structure of all the variables resulted in the form of the goodness of fit. For further data analysis, structural equation modeling (SEM) was applied to test the relationships among the variables of the proposed model. Results: The results showed that perceived service quality, food quality, and price perception have direct effects on customer satisfaction and indirect effect on revisit intention. The perceived service quality has the most significant influence while the food quality has the least influence on customer satisfaction. Conclusions: The results are useful for the restaurant managers to better understand the significant strategic choice factors to improve higher quality service amongst restaurants both domestic and international under the stiff competition.
- keywords
- Perceived Service Quality, Food Quality, Price Perception, Customer Satisfaction, Revisit Intention, Distributed Service
Reference
Ali, F., Amin, M., & Ryu, K. (2016). The Role of Physical Environment, Price Perceptions, and Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels. Journal of Quality Assurance in Hospitality & Tourism, 17(1), 45-70.
Ali, F., Omar, R., & Amin, M. (2013). An Examination of the Relationships between Physical Environment, Perceive Value, Image and Behavioral Intention: A SEM Approach towards Malaysian Resort Hotels. Journal of Hotel and Management, 27(2), 9-26.
Andaleeb, S. S., & Conway, C. (2006). Customer Satisfaction in the Restaurant Industry an Examination of the Transaction Specific Model, Journal of Services Marketing, 20(1), 3-11.
Anttila, M. (1978). Consumer Price Perception: A Multi‐Dimensional Analysis of Perceived Quality and Adaptation—Level Price as Determinants of Price Perception. Management Research News, 1(2), 18.
Bleich, S. N., Wolfson, J. A., & Jarenski, M. P. (2016). Calorie Changes in Large Chain Restaurants. American Journal of Preventive Medicine. 50(1), e1–e8.
Cole, S. T., & Chancellor, H. C. (2009). Examining the Festival Attribute that Impact Visitor Experience, Satisfaction and ReVisit Intention. Journal of Vacation Marketing, 15(4), 323-333.
Carranza, R., Díaz, E., & Consuegra, D. M. (2018). The Influence of Quality on Satisfaction and Customer Loyalty with an Importance-Performance Map Analysis: Exploring the Mediating Role of Trust. Journal of Hospitality and Tourism Technology, 9(3), 380-396.
Chyung, S. Y., Roberts, K., Swanson, I., & Hankinson, A. (2017). Evidence-Based Survey Design: The Use of a Midpoint on the Likert Scale. Performance Improvement, 56(10), 15-23.
Cortese, A. D. (2003). Fine Dining? Just across the Lobby: Some of the Best New Restaurants are Popping Up in Hotels. Business Week, 130-131.
Creswell, J.W., (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. (4th ed.). California: Sage Publication.
Erkmen, E., & Hancer, M. (2019). Building Brand Relationship for Restaurants: An Examination of other Customers, Brand Image, Trust, and Restaurant Attributes. International Journal of Contemporary Hospitality Management, 31(3), 1469-1487.
Flora, D. B., & Flake, J. K. (2017). The Purpose and Practice of Exploratory and Confirmatory Factor Analysis in Psychological Research: Decisions for scale Development and Validation. Canadian Journal of Behavioral Science, 49(2), 78-88.
Fornell, C. (1992). A National Customer Satisfaction Barometer:The Swedish Experience. Journal of Marketing, 56(1), 6-21.
Glanz, K., Resnicow, K., Seymour, J., Hoy, K., Stewart, H., Lyon,M., & Goldberg, J. (2007). How Major Restaurant Chains Plan Their Menus The Role of Profit, Demand, and Health. American Journal of Preventive Medicine. 32(5), 383-388.
Goeltom, V. A. H., Kristiana, Y., Juliana, J., Bernato, I., & Pramono, R. (2020). The Effect of Service Quality and Value of Five-Star Hotel Services on Behavioral Intentions with the Role of Consumer Satisfaction as Mediator. Journal of Asian Finance, Economics and Business, 7(11), 967-976.
Gong, T., & Yi, Y. (2018). The Effect of Service Quality on Customer Satisfaction, Loyalty and Happiness in Five Asian Countries. Wiley Psychology Marketing, 35(6), 427-442.
Hagger, M. S. (2019). The Reasoned Action Approach and the Theories of Reasoned Action and Planned Behavior. New York: Oxford Bibliographies in Psychology.
Haming, M., Murdifin, I., Syaiful, A. Z., & Putra, A. H. P. K.(2019). The Application of SERVQUAL Distribution in Measuring Customer Satisfaction of Retails Company. Journal of Distribution Science, 17(2), 25-31.
Han, H., & Pyu, k. (2009). The Role of the Physical Environment, Price Perception and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
He, Y., & Song, H. (2009). A Mediation Model of Tourist’Repurchase Intentions for Package Tour Services. Journal of Travel Research, 33(4), 317-331.
Hidayat, R., Zamri, S. N. A. S., & Zulnaidi, H. (2018). Exploratory and Confirmatory Factor Analysis of Achievement Goals for Indonesian Students in Mathematics education Programs. Eurasia Journal of Mathematics, Science and Technology Education, 14(12), 1-12.
Hopper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modeling: Guideline for Determining Model Fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
Hossain, M. J., & Islam, M. A. (2012). Understanding Perceived Service Quality and Satisfaction: A study of Dhaka University Library, Bangladesh. Performance Measurement and Metrics, 13(3), 169-182.
Howard, M. C. (2016). A Review of Exploratory Factor Analysis Decision and Overview of Current Practices: What are Doing and How can We Improve? International Journal of Human Computer Interaction, 32(1), 51-62.
Hyun, S. S. (2010). Predictors of Relationship Quality and Loyalty in the Chain Restaurant Industry. Cornell Hospitality Quarterly, 51(2), 251-267.
Iglesias, M. P., & Guillén, M. J. Y. (2004). Perceived Quality and Price: Their Impact on the Satisfaction of Restaurant Customers. International Journal of Contemporary Hospitality Management, 16(6), 373-379.
Im, K.-J., Kim, H.-R., & Yang, H.-C. (2017). The Effectiveness on the Perception of Service Quality in MRO Transaction. The Journal of Business, Economics and Environmental Studies, 7(4), 11-15.
Izogo, E. E. (2015). Customers’ Service Quality Perception in Automotive Repair. African Journal of Economic and Management Studies, 6(3), 272-288.
Jani, D., & Han, H. (2011). Investigating the Key Factors Affecting Behavioral Intentions: Evidence from a Full-Service Restaurant Setting. International Journal of Contemporary Hospitality Management, 23(7), 1000-1018.
Januarko, M., Adiwibowo, B., & Kusumawati, M. D. (2018). Effect Product Quality, Price Perception, Customer Satisfaction Batik Betawi Loyalty in Jakata. IOSR Journal of Business and Management, 20(8), 1-7.
Jiang, P., & Rosenbloom, B. (2005). Customer Intention to Return Online: Price Perception, Attribute Lvel Performance, and Satisfaction Unfolding over Time. European Journal of Marketing, 39(1/2), 150-174.
Johns, N., & Howard, A. (1998). Customer Expectations versus Perceptions of Service Performance in the Foodservice Industry. International Journal of Service Industry Management, 9(3), 248-256.
Kaura, V., Prasad, C. S. D., & Sharma, S. (2015). Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and the Mediating Role of Customer Satisfaction. International Journal of Bank Marketing, 33(4), 404-422.
Keith, T. Z. (2015). Multiple Regression and Beyond: An Introduction to Multiple Regression and Structural Equation Modeling. (2th ed.). New York: Taylor & Francis Group.
Keshavarz, Y., Jamshidi, D., & Bakhtazma, F. (2016). The Influential of Service Quality on Restaurants’ Customer loyalty. Arabian Journal of Business and Management Review, 6(4), 1-16.
Kim, P.-J. (2019). The Analysis of the Factors in Customer Trust and Revisit Decision in Traditional Market. International Journal of Industrial Distribution & Business, 8(7), 71-81.
Kim, H.-S., & Shim, J.-H. (2019). The Effect of Quality Factors on Customers Satisfaction, Trust, and Behavioral Intention in Chicken Restaurants. International Journal of Industrial Distribution & Business, 10(4), 43-56.
Kim, P.-J., & Lee, J.-Y. (2016). A Study on the Effects of Perceived Quality on Whitening Cosmetics' Satisfaction and Repurchase: Focused on University Students. Journal of Business, Economic and Environmental Studies, 6(2), 15-22.
Kitapci, O., Dortyol, I. T., Yaman, Z., & Gulmez, M. (2013). The Paths from Service Quality Dimensions to Customer Loyalty:An Application on Supermarket Customers. Management Research Review, 36(3), 239-255.
Kivela, J., Inbakaran, R., & Reece, J. (1999). Customer Research in the Restaurant Environment, Part 1: A Conceptual Model of Dining Satisfaction and Return Patronage. International of Contemporary Hospitality Management, 11(5), 205-222.
Klongthong, W., Thavorn, J., Watcharadamrongkun, S., & Ngamkroeckjoti, C. (2020). Determination of Factors in Cultural Dimensions and SERVQUAL Model Affecting the Corporate Image of Pharmacy Retail Stores. Journal of Asian Finance, Economics and Business, 7(10), 875-884.
Kocabulut, O., & Albayrak, T. (2019). The Effects of Mood and Personality Type on Service Quality Perception and Customer Satisfaction. International Journal of Culture, Tourism and Hospitality Research, 13(1), 98-112.
Kumar, S., & Upadhaya, D. G. (2017). Structural Equation Modeling Basic Assumptions and Concept: ANOVICE Guide. International Journal of Quantitative and Qualitative Research Methods, 5(4), 10-16.
Kumar, V., & Shah, D. (2004). Building and Sustaining Profitable Customer Loyalty for the 21st Century. Journal of Retailing, 80(4), 317-330.
Law, A. K. Y., Hui, Y. V., & Zhao, X. (2004). Modeling Repurchase Frequency and Customer Satisfaction for Fast Food Outlets. The International Journal of Quality &Reliability Management, 21(5), 545-563.
Lee, K.-K., Ahn, S.-H., Kim, H.-D., & Youn, M.-K. (2013). Effects of the Flow of an Internet Shopping Mall upon Revisit Intention and Purchase Intention. Journal of Business, Economics and Environmental Studies, 4(4), 27-33.
Le, N. B. M., & Hoang, T. P. T. (2020). Measuring Trusts and the Effects on the Consumers’ Buying Behavior. Journal of Distribution Science, 18(3), 5-14.
Lee, S.-D., & Lee, Y.-K. (2018). Visit Push Motivation for a Trading Area and Flow, Satisfaction, and Revisit Intention. Journal of Distribution Science, 16(9), 65-77.
Lee, S.-I., Park, Y., Jin, Y., & Zhang, Y. (2020). A Comparison between Korean and Chinese Consumers in Service Quality Evaluation: Focused on the Multiplex Cinema. Journal of Distribution Science, 18(8), 89-102.
Lin, Y.-Y., Lee, T.-R., Lean, H. H., & Lan, H.-Y. (2018). Will My Customers Come Back? A Study of Beauty Salons in Taiwan. Journal of Distribution Science, 16(1), 73-85.
Lyu, M.-S. (2018). Influence on the Importance of Store Attributions on Korean Consumer Satisfaction in Duty Free Stores. International Journal of Industrial Distribution &Business, 9(2), 73-80.
Marinkovic, V., Senic, V., Ivkov, D., Dimitrovski, D., & Bjelic,M. (2014). The Antecedents of Satisfaction and Revisit Intentions for Full-Service Restaurants. Marketing Intelligence & Planning, 32(3), 311-327.
Mill, R. C. (2011). A Comprehensive Model of Customer Satisfaction in Hospitality and Tourism: Strategic Implications for Management. International Business & Economic Research Journal, 1(6), 7-18.
Namkung, Y., & Jang, S. (2007). Does Food Quality Really Matter in Restaurant? Its impact on customer satisfaction and Behavior Intention. Journal of Hospitality & Tourism Research, 31(3), 387-410.
Nguyen, H. M., Dang, L. A. T., & Ngo, T. T. (2019). The Effect of Local Foods on Tourists’ Recommendations and Revisit Intentions: The Case in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics and Business, 6(3), 215-223.
Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding Customer Satisfaction in the UK Quick Service Restaurant Industry: The Influence of the Tangible Attributes of Perceived Service Quality. British Food Journal, 120(6), 1207-1222.
Oliver, J. E., Jose, P. E., & Brough, P. (2006). Confirmatory Factor Analysis of the Work Locus of Control Scale. Educational and Psychological Measurement, 6(5), 835-851.
Osborne, J. W. (2014). Best Practices in Exploratory Factor Analysis. Scotts Valley, CA: Create Space Independent Publishing.
Pai, A. L., Mullins, L. L., Drotar, D., Burant, C., Wagner, J., & Chaney, J. M. (2007). Exploratory and Confirmatory Factor Analysis of the Child Uncertainty in Illness Scale among Children with Chronic Illness. Journal of Pediatric Psychology, 32(3), 288-296.
Paramanda, N., & Sukaatmadja, I. P. G. (2018). The Impact of Price Perception and Brand Image on Customer Satisfaction and Repurchase Intention. International Journal of Economics, Commerce and Management, 5(10), 212-224.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception of Service Quality. Journal of Retailing, 64(1), 12-40.
Park, A.-J. (2019). A Study on the Structural Relationship between Quality of Medical Service, Perceived Risk, Reputation and Customer Satisfaction in Small and Medium Hospitals. International Journal of Industrial Distribution & Business, 10(4), 67-76.
Park, J. W., Robertson, R., & Wu, C. L. (2006). Modeling the Impact Airline Service Quality and Marketing Variable on Passengers’ Future Behavioral Intentions. Transportation Planning and Technology, 29(5), 359-381.
Qin, H., Prybutok, V. R, & Zhao, Q. (2010). Perceived Service Quality in Fast-Food Restaurants: Empirical Evidence from China. International Journal of Quality & Reliability Management, 27(4), 424-437.
Qin, H., & Prybutok, V. R. (2009). Service Quality, Customer Satisfaction, and Behavioral Intentions in Fast‐Food Restaurants. International Journal of Quality and Service Sciences, 1(1), 78-95.
Ramanathan, R., Di, Y., & Ramanathan, U. (2016). Moderating Roles of Customer Characteristics on the Link between service Factors and Satisfaction in a Buffet Restaurant. Benchmarking: An International Journal, 23(2), 469-486.
San, K. (2019). Analysis on the Impact of Training and Development on Employee Productivity in SABAI @ INYA Restaurant in Yangon. Myanmar. (Independent Study, Bangkok University, Thailand). Retrieved from http://dspace.bu.ac.th/bitstream/123456789/4346/1/Kaung%20San%20final.pdf
Sekaran, U. (2003). Research Method for Business: A Skill Building Approach. (4th ed.). California: John Wiley & Sons.
Shau, T. V. (2017). The Confirmatory Factor Analysis (CFA) of Preschool Management Model in Sarawak. International Journal of Academic Research in Business and Social Sciences, 7(6), 221-231.
Shariff, S. N. F. B. A., Omar, M. B., Sulong, S. N. B., Majid, H. A. B. M. A., Ibrahim, H. B. M., Jaafar, Z. B., & Ideris, M. S.K. B. (2015). The Influence of Service Quality and Food Quality towards Customer Fulfillment and Revisit Intention. Canadian Social Science, 11(8), 110-116.
Shin, C.-S., Hwang, G.-S., Lee, H.-W., & Cho, S.-R. (2015). The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty. Journal of Business Economics and Environmental Studies, 5(4), 47-57.
Soleimani, A. G., & Einolahzadeh. H. (2018). The Influence of Service Quality on Revisit Intention: The Mediating Role of WOM and Satisfaction. Cogent Social Sciences, 12(4), 224-231.
Sumaedi, S., Bakti, G. M. Y., & Metasari, N. (2012). An Empirical Study of State University Students’ Perceived Service Quality. Quality Assurance in Education, 20(2), 164-183.
Tran, V. D., & Le, N. M. T. (2020). Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam. Journal of Asian Finance, Economics and Business, 7(9), 517-526.
Tuomela A., & Salonen, S. (2005). Network Service Organisation:A Multiple Pilot Study. Facilities, 23(3/4), 128-141.
Vallerand, R. J., Pelletier, L. G., Deshaies, P., Cuerrier, J. P., & Mongeau, C. (1992). Ajzen and Fishbein’s Theory of Reasoned Action as Applied to Moral Behavior: A confirmatory analysis. Journal of Personality and Social Psychology, 62(1), 98-109.
Varki, S., & Colgate, M. (2001). The Role of Price Perceptions in an Integrated Model of Behavior Intentions. Journal of Service Research, 3(3), 232-240.
Vesel, P., & Zabkar, V. 2009. Managing Customer Loyalty through the Mediating Role of Satisfaction in the DIY Retail loyalty Program. Journal of Retailing and Consumer Services, 16(5), 396-406.
Weiss, R., Feinstein, A. H, & Dalbor, M. (2004). Customer Satisfaction of Theme Restaurant Attributes and their influence on Retention Intent. Journal of Food Service Business, 7(1), 23-41.
Win, P. L. Y. (2016). The Study of Consumer’s Brand Choice Decision for Quick Service Restaurant (QSR) in Yangon, Myanmar Focusing On Fast Food Brands (KFC, PIZZA HUT & SEASONS). (Independent Study, Bangkok University, Thailand). Retrieved from http://dspace.bu.ac.th/bitstream/123456789/2260/1/IS%20opacity%2039.pdf
Wu, H., Li, M., & Li, T. (2018). A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention. Journal of Hospitality &Tourism Research, 42(1), 26-73.
Wymer, W., & Alves, H. M. B. (2012). A Review of Scale Development Practices in Nonprofit Management and Marketing. Economic & Sociology, 5(2), 143-151.
Yan, X., Wang, J., & Chau, M. (2013). Customer Revisit Intention to Restaurants: Evidence from Online Reviews. Information Systems Frontiers, 17(3), 645-675.
Yieh, K., Chiao, Y., & Chiu, Y. (2007). Understanding the Antecedents to Customer Loyalty by Applying Structural Equation Modeling. Total Quality Management, 18(3), 267-284.
Yulisetiarini, D. (2014). The Relationship between Service Quality, Customer Satisfaction and Loyalty in Restaurant Business in East Java. International Journal of Business and Management Invention, 3(5), 1-10.
Yun, Z. S., & Good, L. K. (2007). Developing Customer Loyalty from E-tail Store Image Attributes. Managing Service Quality, 17(1), 4-22.
Zeithaml, V. A., & Bitner, M. J. (1996). Services Marketing. New York: McGraw-Hill International Editions.
Zietsman, M. L., Mostert, P., & Svensson, G. (2019). Perceived Price and Service Quality as Mediators between Price Fairness and Perceived Value in Business Banking Relationships: A Micro-Enterprise Perspective. International Journal of Bank Marketing, 37(1), 2-19.
Ziqiong, Z., Zili, Z., & Rob, L. (2013). Regional Effects on Customer Satisfaction with Restaurants. International Journal of Contemporary Hospitality Management, 25(5), 705-722.
Zuratulraha, J., Ibrahim, H. M., Massyittah, O., & Gopinath, S.(2016). Restaurant Quality Attributes on Revisit Intention: The Mediating Effect of Customer Satisfaction. Journal of Science International- Lahore, 30(5), 735-739.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations