Customer Satisfaction and Return Intentions in Casual Dining Restaurants in Ho Chi Minh City
This study aims to investigate the impact of price (PRI), service quality (SQU), food quality (FQU), and quality of the physical environment (QPE) on customer satisfaction (CSA) within the casual dining restaurant industry in Ho Chi Minh City. Additionally, it seeks to explore the mediating role of customer satisfaction (CSA) in this relationship. A total of 400 surveys were administered at various casual dining establishments in Ho Chi Minh City, with 303 completed questionnaires returned. The relationships between the hypotheses were analyzed using the SEM-PLS approach. The findings of this study reveal a positive correlation between QPE and SQU with CSA. Furthermore, CSA significantly influences customer return intentions. Additionally, CSA mediates the relationship between service quality (SQU), food quality (FQU), price (PRI), and the quality of the physical environment (QPE), thereby enhancing customer retention. Ensuring fair pricing, excellent service, and high-quality food are essential factors in achieving customer satisfaction, which is crucial for cultivating customer loyalty and encouraging repeat business.
Keywords Food quality, Service quality, Quality of physical environment, Price, Customer satisfaction, Intent to return, SERVQUAL Model
