Critical Factors Influencing Revisit Intention of Large Restaurant Chains in Myanmar

• 발행기관: 한국유통과학회
• 저자명: Gam Hpung LAMAI Jakkrit THAVORN Worasak KLONGTHONG Chittipa NGAMKROECKJOTI
• 간행물 정보: 『유통과학연구(JDS)』제18권 제12호, 31~43쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

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.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Discussion

5. Discussions and Implication of Research

6. Conclusions and Recommendations

7. Limitations and Future Research

References

키워드

Perceived Service Quality Food Quality Price Perception Customer Satisfaction Revisit Intention Distributed Service