Research background
Fast food restaurants serve customers seeking quick, fresh meals with efficient service In the United States, most fast food outlets feature drive-thru options, enabling customers to conveniently order and receive their food without leaving their vehicles The fast food industry has rapidly expanded, becoming a staple of everyday life for busy individuals seeking fast and convenient dining options.
The fast food industry experienced significant growth in the late 1940s and early 1950s with the rise in popularity of McDonald's Fast food restaurants are designed to prepare food quickly and easily, focusing on efficiency and convenience They emphasize consistency across all locations, ensuring that customers receive the same tasting experience no matter which outlet they visit.
McDonald's is a global fast-food leader with over 31,000 restaurants across 126 countries on six continents Since opening its first Moscow location on January 31, 1990, McDonald's has set opening-day records for customer traffic, making that restaurant the busiest in the world The company's largest location is in Orlando, Florida, spanning 25,000 square feet and featuring an extensive play area, arcade, and entertainment center.
There are numerous other fast food restaurants located all over the world Burger King has more than 11,100 restaurants in more than 65 countries KFC is located in 25 countries
Subway is one of the fastest growing franchises in the world with approximately 39,129 restaurants in 90 countries as of May 2009, the first non-US location opening in December
In 1984, Bahrain became part of the expanding global presence of international food brands Wienerwald, originally from Germany, has successfully extended its reach into Asia and Africa, highlighting its growing popularity worldwide Meanwhile, Pizza Hut has established a strong foothold across 97 countries, including over 100 locations in China, emphasizing its widespread recognition in the Asian market Additionally, Taco Bell has grown significantly, with 278 restaurants operating in 14 countries outside of the United States, showcasing the brand's international expansion.
In Thailand, chain restaurants are known for providing higher-quality service, often featuring better décor, cleaner environments, and improved customer service compared to those in the United States Customers in Thailand are willing to pay more for these enhanced dining experiences, reflecting a preference for superior quality and comfort in chain establishments.
Chain restaurants prioritize service quality as a key differentiator to stand out from competitors Delivering exceptional service has become an essential goal in the industry, emphasizing the importance of high-quality customer experiences to attract and retain patrons.
The fast food industry is a vast and dynamic sector offering numerous opportunities for growth and innovation In response to changing consumer preferences, fast food franchises are introducing new menu options, competitive pricing, and targeted strategies to attract customers Today’s consumers seek quick, convenient, and healthier food choices, prompting the industry to adapt by providing fast and nutritious meal options to meet these evolving demands.
3 continues to evolve when the economy strengthens, and the fast food franchise profitability is expected to be promising
Tenth biggest fast food in the world is Subway, Mc Donalds, Starbuck, KFC, Burger King, Pizza Hut, Dunkin’s Donut, Domino Pizza, Dairy Queen, Papa John’s Most of them join
Fast food restaurants offer standardized menus, ensuring customers receive familiar meals at any location within the chain For example, diners can enjoy the same delicious pizza at Pizza Hut in Ho Chi Minh City or Hanoi This consistency in taste and quality is a key feature of fast food establishments, providing a reliable dining experience across all branches.
(as KFC, Lotteria ) uses the same format for all restaurants in all regions
Vietnam's fast food industry is experiencing remarkable growth, with an annual rate of 26% despite the economic downturn This boom is driven by a young population, as over 65% of Vietnam's 90 million people are under 35 years old While other sectors face declining sales, the fast food market continues to expand rapidly, highlighting its resilience and increasing popularity among Vietnamese consumers.
Monitor International in 2011, Vietnam was ranked 8 th in the Asia Pacific region in terms of food and beverage business environment (Vietnam fast food market see bright future, 2013)
The Vietnam fast food market is experiencing significant growth, led by major international brands such as Lotteria, which operates 162 restaurants, KFC with 130 outlets, and Jollibee, boasting 30 locations In recent years, additional global chains like Pizza Hut and Burger King have entered the Vietnamese market, further expanding the fast food landscape This rapid expansion reflects the increasing popularity of fast food among Vietnamese consumers and the sector's promising growth prospects.
Young people in Vietnam are expected to drive the growth of the fast food industry, making it a promising emerging market According to industry experts, Vietnam offers significant opportunities for fast food expansion compared to other Asian markets (Hoang Phi, 2013) This trend highlights the increasing popularity of brands like Popeyes and McDonald's among Vietnamese youth.
Fast food industry in Vietnam get a big boom in 2014 when KFC gains 180 stores in after 17 years join the market while Lotteria has 187 stores in Vietnam after 16 years Pizza
Hut opens the 50 th restaurant in Vietnam in 2014 IPP group is owner of Burger King, Domino and Popeyes with total 41 stores in nationwide
Vietnam presents a significant growth opportunity for the fast food industry, making it essential for brands to understand the key factors that influence customer preferences To succeed in the Vietnamese market, companies must focus on building customer loyalty and delivering exceptional satisfaction Identifying and addressing these critical factors will help brands differentiate themselves and establish a strong presence in this emerging market.
Research problem
Vietnam's young adult population, comprising 65%, has propelled the rapid growth of the fast food industry However, increased industry competition from new entrants poses significant threats, requiring existing players to strengthen their competitive advantages To remain competitive, fast food restaurants must adopt market-oriented strategies that prioritize customer satisfaction and purchase intent Continuous menu innovation and adaptation are essential for enhancing customer experience and maintaining relevance in a dynamic market.
Jollibee stores across many locations in Ho Chi Minh City are increasingly popular among young customers, particularly children who enjoy easy-going meals with their caring parents To better serve these customers and attract more patrons, many stores have localized their ingredients, offering familiar flavors that resonate with local preferences This strategic localization helps Jollibee enhance customer satisfaction and strengthen its presence in the Ho Chi Minh City market.
Truong Ham Liem, marketing manager of Lotteria Vietnam, emphasizes the company's focus on continuously developing products and services to better serve customers, particularly through fast-food rice offerings He highlights that while the primary target audience has historically been young people and white-collar workers, the fast-food industry in Vietnam remains thriving despite the global economic crisis, with rice now playing a crucial role in attracting local consumers Similarly, Demis Flore, vice president of Jollibee, notes that rice with chicken is the most popular dish at Jollibee, accounting for 60% of the company's total turnover, illustrating the importance of localized menu items in the Vietnamese fast-food market.
The two largest fast-food chains in Vietnam, KFC and Lotteria, are actively expanding their presence across the country By the end of 2012, KFC operated 116 restaurants, with ambitious plans to reach 200 locations by the end of 2015 Similarly, Lotteria, which had 100 outlets in Vietnam in 2011, aims to double its number of stores to 200 in the near future This rapid expansion highlights the growing popularity of international fast-food brands in Vietnam's dynamic market.
2016 In the recent years, more and more foreigner fast food player join Vietnam market and expand quickly as Pizza Hut, Jollibee, Burger King, Domino, Popeyes, Mc Donalt’s, Subway
…Burger King invests 1 store/160,000 people (Nguyên Hưng, 2012)
A 2012 report by W&S Group, an online market research firm in the Asia Pacific region, revealed that individuals aged over 16 visit fast-food restaurants at least once every three months This data indicates a consistent consumer pattern among young people, highlighting the ongoing popularity and potential growth of the fast-food market in Vietnam.
To succeed in Vietnam’s competitive fast food industry, it is essential for brands to understand the key factors influencing customer satisfaction and loyalty Vietnam presents a promising yet challenging market, requiring fast food restaurants to focus on enhancing customer experience, increasing purchase intention, and encouraging positive word-of-mouth recommendations Building strong customer relationships and delivering quality service are crucial for gaining a competitive edge and achieving sustainable growth in Vietnam's dynamic market.
Research objectives
There are two objectives of the study:
1 Identifying factors affecting customer satisfaction in the fast food restaurant industry in Vietnam
2 The relationship between customer satisfaction and customer purchase intention behavior in the fast food restaurant industry in Vietnam
Research scope
This study examines fast food consumers in Ho Chi Minh City, Vietnam's economic hub with a population of ten million residents As the largest city in Vietnam, Ho Chi Minh City attracts people from various provinces and regions across the country The research provides insights into consumer behaviors and preferences among this diverse urban population, highlighting the factors influencing fast food consumption patterns in Vietnam's vibrant metropolis.
Firstly, the author builds model and questionnaire based on previous researches
The author gathers data through various methods, ensuring comprehensive insights The researcher assesses the reliability of the scales using Cronbach’s alpha and employs factor analysis to identify the most consistent items among a large set of questions Confirmatory Factor Analysis (CFA) is then applied to examine the relationships among six constructs of service quality Finally, Structural Equation Modeling (SEM) is utilized to analyze the connections between service quality, food quality, hedonic and utilitarian values with customer satisfaction, as well as the influence of customer satisfaction on behavioral purchase intentions.
Literature review and hypothesis 2.1: Service quality
Food quality
Food quality is a critical factor influencing customer satisfaction in fast food restaurants, as emphasized by studies such as Kivela et al (1999), Law et al (2004), and Johns and Howard (1998) It is essential for meeting customers' needs and expectations, serving as a necessary condition for positive dining experiences Suled and Hensley (2004) found that food quality is the most significant predictor of customer satisfaction, although it explains only 17% of repeat-patronage intentions and considers all food attributes under a single variable, food quality.
Food quality is a crucial component of the overall restaurant experience, rooted in technical quality It encompasses key factors such as presentation, variety, healthy options, taste, freshness, and temperature, all of which significantly influence customer satisfaction (Namkung and Jang, 2007) Ensuring high standards in these areas enhances diners' perceptions and encourages repeat visits.
Kivela et al (1994) identify several key attributes of food quality, including presentation, tastiness, menu item variety, and temperature Food presentation, which encompasses the visual appeal and decoration of dishes, serves as a tangible cue influencing customer perceptions of quality According to Namkung and Jang (2007), food presentation is a critical factor in modeling dining satisfaction and fostering customer loyalty, making it essential for encouraging repeat patronage.
Menu with many items help customers have many option to meet customers’ demand
Many proactive restaurants have created and assortment of food and beverage offerings Menu item variety is a crucial attribute of food quality in creating dining satisfaction (Kivela et al.,
Besides looking for variety menu, customer pays attention in the nutrition of food
Healthy food significantly influences customers' overall perception of their restaurant experience, with nutritious options playing a key role in dining satisfaction and encouraging repeat visits (John & Tyas, 1996) Consumers increasingly prioritize healthy menu items, making nutritious offerings a critical factor in customer retention and loyalty Providing healthy, flavorful choices enhances the dining experience, positively impacting customer evaluations and fostering long-term patronage.
Taste of food and the freshness of food show how delicious of the food Taste of food is believed to influence restaurant customer satisfaction and future behavior intentions (Kivela.,
1999) Freshness of food has been cited as a crucial intrinsic quality cue of food (John & Tyas,
Temperature effects to flavors, taste, smell, and color of food Temperature is a sensory element of food quality (Namkung and Jang, 2007).
Hedonic value
Customers seek a fun, fantasy-themed fast food restaurant that offers sensory stimulation and enjoyable dining experiences Hedonics value reflects their desire for entertainment and affective responses like excitement, emphasizing personal and subjective enjoyment This focus on fun and playfulness enhances customer satisfaction, making the dining experience more than just task completion but a source of pleasure and escapism.
(Babin at al., 1994, p 646) Hedonic value reflects entertainment and emotional potential
Hedonic evaluation is more affective than cognitive in nature Hedonic values are non – instrumental, experiential, affective and often related to non-tangible retailer/product attributes
Hedonic value captures the entertaining and emotional aspects of shopping, emphasizing the fun and playful experience over achieving specific goals It reflects an overall assessment of the worth of the consumption activity, offering a comprehensive understanding of its value This adventurous nature highlights the importance of enjoyment and emotional satisfaction in consumer experiences.
Utilitarian value
Utilitarian value refers to outcomes resulting from deliberately pursuing specific intended consequences (Babin et al., 1994, p 645) It is primarily functional, instrumental, and cognitive, focusing on fulfilling consumers' expectations regarding products or services (Ryu et al., 2010) Consumers applying utilitarian value seek to purchase products efficiently and promptly to achieve their goals with minimal frustration, emphasizing practicality and effectiveness in decision-making.
Hedonic value and utilitarian value are essential in shaping consumers' evaluations of their consumption experiences The utilitarian dimension emphasizes functional benefits derived from work-related aspects, while the hedonic dimension focuses on the enjoyment and fun associated with the experience (Ryu et al., 2010) Understanding these dimensions helps businesses tailor their offerings to meet both practical needs and leisure desires of consumers.
Thus, in this study, the author adopts this two dimensional conceptualization of consumer value.
Customer satisfaction
Customer satisfaction is a vital indicator of a company's performance across past, present, and future operations It is a central concept in marketing, essential for meeting customers’ needs and wants, and results from post-consumption evaluations of services Customer satisfaction reflects how happy a customer is with a product or service at a specific moment, serving as an emotional response and fulfillment indicator (Namkung & Jang, 2007; Rust & Oliver, 1994).
Customer satisfaction is fundamentally an evaluation of the overall interaction experience, reflecting how well the product meets customer expectations (Heung and Ngai, 2008) According to Hunt (1977), customer satisfaction is defined as an appraisal where the product experience is perceived to be at least as good as what was anticipated, indicating that fulfilling or surpassing expectations is key to positive customer evaluations.
Customer satisfaction occurs when customers receive a product or service that meets or exceeds their expectations, whether in quality or experience It can be viewed through two perspectives: service-encounter satisfaction, which relates to specific interactions, and overall satisfaction, which reflects the cumulative experience over multiple encounters (Bitner & Hubbert, 1994; Polyrat & Sophonsiri, 2010) Essentially, customer satisfaction is an overall assessment based on the perceived difference between what was expected and the actual consumption experience (Han & ).
Behavioral purchase intention
Purchase intention can be classified as one of the components of consumer cognitive behavior on how an individual intends to buy a specific brand or product.
Customer behavioral intentions reflect their trust and loyalty toward a company, with positive signals such as recommending the service and remaining loyal (Namkung and Jang, 2007) Satisfying customers is essential to encourage repeat business and generate positive word-of-mouth, ultimately enhancing the firm’s profitability Higher customer satisfaction significantly boosts purchase intentions, leading to behaviors like visiting, revisiting, recommending, and spreading positive feedback.
Hypothesis development
Relationship between service quality and customer satisfaction:
High service quality is a crucial factor in achieving customer satisfaction, as it directly influences customers' overall experience The strong link between service quality and customer satisfaction has been extensively documented in services marketing research (Antony et al.,., 2004) Prioritizing service quality can lead to increased customer loyalty, positive word-of-mouth, and a competitive advantage in the marketplace.
Ladhari, 2009; Sivadas and Baker-Prewitt 2000) Service quality directly and positively influences in customer satisfaction (Qin and Prybutok, 2009; Polyrat and Sophonsiri, 2010)
In the competitive fast-food industry, customers are presented with numerous options as more brands enter the market Today’s consumers are increasingly discerning, comparing different brands to select the best experience As a result, satisfying customers has become more challenging for fast-food establishments Modern customers prioritize high service quality, making it essential for brands to enhance their customer experience to remain competitive and foster loyalty.
Service quality includes six constructs: reliability, responsibility, assurance, empathy, recovery and tangible
Customers expect high standards of cleanliness and convenience in restaurants, with well-trained staff demonstrating positive attitudes Research indicates that service quality is a key factor influencing customer satisfaction, highlighting the importance of staff behavior and professionalism in creating a favorable dining experience.
The first research hypothesis is:
H1: Service quality has a positive effect on customer satisfaction
Relationship between food quality and customer satisfaction:
Food quality is a crucial determinant of the overall restaurant experience and significantly influences customer satisfaction (Keivela et al., 1999; Raajpoot, 2002; Sulek & Hensley, 2004; Namkung & Jang, 2007; Qin & Prybutok, 2010) As Vietnamese customers increasingly prioritize food quality when choosing eateries, higher income levels lead to greater attention to food such as freshness, presentation, and healthiness, given its impact on health Customers are particularly attracted to delicious, fresh, and healthy food options, highlighting the importance of quality in the dining experience.
As a result, the second hypothesis is:
H2: Food quality has a positive effect on customer satisfaction
Relationship between hedonic value and customer satisfaction:
Ryu et al., (2010) showed that the hedonic value influence customer satisfaction
Hedonic value significantly influences customer satisfaction in fast food restaurants (Babin et al., 1994) In today's fast-paced life, people face high stress from family, work, and school, seeking venues that provide not only good food and service but also positive emotional experiences Fast food restaurants often serve as social spaces where customers share happiness with friends and family Many Vietnamese parents now choose fast-food venues for their children’s birthday parties, seeking a fun, pleasant, and exciting environment Customers prioritize finding a place to enjoy their meal rather than just having a place to eat, making hedonic value a crucial factor for customer satisfaction in fast food establishments.
H3: Hedonic value has a positive effect on customer satisfaction
Relationship between utilitarian value and customer satisfaction:
According to Ryu et al (2010), utilitarian value significantly influences customer satisfaction As busy lifestyles increase, customers have less time for meals like lunch and dinner, making time efficiency crucial Modern customers are increasingly conscious of how they spend their time and money, demanding quick service and convenience to save time They also seek economical meals that offer good value for their money Overall, utilitarian benefits play a vital role in ensuring customer happiness and satisfaction in the restaurant experience.
H4: Utilitarian value has a positive effect on customer satisfaction
Relationship between customer satisfaction and behavioral purchase intention:
Getty and Thompson (1994) indicated that high level of satisfaction make customer intention to purchase increase and customer would recommend the product to other Han and
According to Ryu (2007), high levels of customer satisfaction lead to increased revisit rates and positive recommendation intentions, enhancing word-of-mouth marketing In Vietnam, young people frequently dine in groups, making word-of-mouth a powerful marketing tool Satisfied customers are more likely to remember the restaurant's location and return when they have the opportunity Additionally, they tend to share their positive experiences with friends and family, which can influence others Many customers also hold parties such as birthdays, welcome parties, or farewell gatherings at the restaurant, further boosting its reputation Overall, customer satisfaction significantly influences behavioral purchase intentions and long-term loyalty.
H5: Customer satisfaction has a positive effect on behavioral purchase intention
Research Methodology 3.1: Research design
Measurement scale
Base on the literature, the researcher set up the survey instrument, using scales as follow:
All the measurement scales used Likert scale from 1 (completely disagree) to 7 (completely agree)
Service quality: Quin and Prybutok (2009) research that service quality includes
6 construct: reliability, tangibles, responsiveness, assurance, empathy, and recovery
There are five items for the first construct: reliability:
REL1 providing service as promised REL 2 sympathetic and reassuring REL3 Dependable
REL4 On-schedule service REL5 Accurate charge Tangible is measured by five items:
TAN1 Clean dining area TAN2 Well-dress employees TAN3 Using disposable gloves and hair net TAN4 Seating available
TAN5 Parking available Responsibility includes four items:
RES1 Telling exact service time RES2 Employees available to request
RES3 Prompt service RES4 Employees willing to help Assurance has four following items:
ASS1 Trust employees ASS2 Feel safe for financial transactions ASS3 Friendly employees
ASS4 Knowledgeable employees There are four items to measure empathy:
EMP1 Available of utensil, etc EMP2 Convenient operating hours EMP3 Convenient locations
EMP4 Completely package food Recovery is presented by four following items:
REC1 Employee quickly apology for mistake REC2 Care about customer complaint
REC3 Skill and ability to deal with complaint
REC4 Employees empower to provide compensation
Food quality is measured by six items according scales of Namkung and Jang (2007) FQ1 Food presentation is visually attractive
FQ2 The restaurant offers a variety of menu items FQ3 The restaurant offers healthy options
FQ4 The restaurant serves tasty food FQ5 The restaurant serves fresh food FQ6 Food is served at the appropriate temperature
According to Ryu et al (2010), there are four items to measure hedonic value:
HV1 I ate out at fast a fast food restaurant since I could have good feeling HV2 Eating out at the fast food restaurant was fun and pleasant
HV3 The dining experience at the fast food restaurant was truly a joy HV4 During the dining experience at the fast food restaurant, I felt the excitement of searching food
Ryu et al (2010) are used three times to measure utilitarian value construct:
Eating out at fast food restaurants offers convenient service with quick turnaround times, making it an attractive option for many However, it can also be a waste of money, as frequent visits may lead to unnecessary expenses Despite the quick service, the cost-effectiveness of dining out at fast food establishments is often questioned, highlighting a balance between convenience and value.
Namkung and Jang (2007) measure customer satisfaction based on two items:
SAS1 I am satisfy with the service in this restaurant SAS2 I am pleases to have visited the restaurant
Customer satisfaction towards behavioral intentions is measured by three items borrowed from the scales of Ryu et al (2010)
BI1 I would like to come back to the restaurant in the future BI2 I would recommend the restaurant to my friends or others BI3 I would more frequently visit the restaurant
In totally, the study used 44 items to measure 11 constructs, include 9 independent variables and 2 dependent variables.
Data collection
According to Hair et al (2010), minimum observation is five times than items The total item of the research is 44 so the total observation is more than 220 samples According to
According to Tabanik and Fidell (1991), the minimum number of observations should be more than 50 plus 8 times the number of independent variables With four independent variables in this study, the minimum sample size required is 82 observations To ensure robust results, the authors aimed to collect around 300 responses, opting for more than the minimum required to enhance the reliability and validity of their feedback.
This study collected data from residents of Ho Chi Minh City through three survey methods: direct hard copies, face-to-face interviews, and online questionnaires via Google Docs The researcher distributed the survey link through email, Facebook, and Yahoo Chat, allowing respondents to select their answers and submit the completed questionnaires easily After three weeks, a total of 236 responses were received through the online platform, providing valuable data for analysis.
A total of 200 hard copies of the survey were distributed to researchers' friends, colleagues, and students at the University of Economics and the University of Natural Sciences for interview purposes In response, the researcher received 142 completed hard copies, providing valuable data for the study.
The researcher reviewed 378 responses from Google Docs and hard copies, removing incomplete and duplicate answers to ensure data quality After filtering out responses with missing answers or identical values across questions, the final dataset consisted of 319 valid responses This sample size satisfies the minimum requirements for reliable research analysis.
Table 1: the results of collecting questionnaires
Interview and send survey by hard copy
Using email, Facebook, yahoo chat
The data collected through the online survey was more usable than hard copy responses, as respondents had ample time to consider their answers and felt more comfortable providing honest responses confidentiality Additionally, online respondents who left questions unanswered were unable to submit their responses, ensuring more complete data However, the questionnaire was lengthy, consisting of forty-four items plus four additional questions, which may have contributed to respondent fatigue and incomplete responses.
23 general questions, totally 48 questions had to answers It took about 15 minutes to finish the questionnaire As a result, only 319/378 answers meet the requirement of the survey
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze.
The reliability test – Cronbach’s alpha
This chapter explores effective strategies for answering research questions, covering key topics such as research design, research process, research scale, sample size determination, data collection procedures, and data analysis methods It provides comprehensive guidance on selecting appropriate methodologies to ensure accurate and reliable research outcomes Understanding these core components is essential for designing a valid and impactful study, making this chapter a valuable resource for researchers seeking to optimize their research approach.
The author focused on examining the factors affecting to customer satisfaction and how customer satisfaction toward behavioral purchase intention in fast food industry in Viet Nam
This study examines how service quality, food quality, hedonic value, and utilitarian value influence customer satisfaction Service quality is assessed through six key constructs: reliability, responsibility, tangibility, recovery, empathy, and assurance The research incorporates a conceptual model illustrated in Figure 1 to depict the relationships among these factors Primary data was collected from consumers in Ho Chi Minh City to analyze the impact of these variables on overall customer satisfaction and its effect on behavioral purchase intentions.
Minh City are used in the research A questionnaire survey was used as data collection method
Based on the items and scales from previous research outlined in Figure 3.2, the researcher developed a comprehensive questionnaire comprising two sections The first section gathers essential demographic data such as age, income, gender, and occupation through direct observation The second section includes all the survey items listed in Figure 3.2, designed to capture relevant research variables To ensure accessibility for respondents, the researcher translated the questionnaire into Vietnamese, facilitating accurate data collection from participants.
The study was conducted in two phases: a pilot study and a main survey During the pilot phase, the researcher conducted interviews with twenty individuals in Ho Chi Minh City, including friends and colleagues, to gather feedback on the primary questionnaire The feedback collected helped identify and refine key wording issues, ensuring the questionnaire's clarity and effectiveness for the main survey.
The author revised the questionnaire to better suit the Vietnamese market, making it clearer and easier to understand, which facilitates easier observation and comprehension of the study's purpose and responses (see Appendix 1).
Base on the literature, the researcher set up the survey instrument, using scales as follow:
All the measurement scales used Likert scale from 1 (completely disagree) to 7 (completely agree)
Service quality: Quin and Prybutok (2009) research that service quality includes
6 construct: reliability, tangibles, responsiveness, assurance, empathy, and recovery
There are five items for the first construct: reliability:
REL1 providing service as promised REL 2 sympathetic and reassuring REL3 Dependable
REL4 On-schedule service REL5 Accurate charge Tangible is measured by five items:
TAN1 Clean dining area TAN2 Well-dress employees TAN3 Using disposable gloves and hair net TAN4 Seating available
TAN5 Parking available Responsibility includes four items:
RES1 Telling exact service time RES2 Employees available to request
RES3 Prompt service RES4 Employees willing to help Assurance has four following items:
ASS1 Trust employees ASS2 Feel safe for financial transactions ASS3 Friendly employees
ASS4 Knowledgeable employees There are four items to measure empathy:
EMP1 Available of utensil, etc EMP2 Convenient operating hours EMP3 Convenient locations
EMP4 Completely package food Recovery is presented by four following items:
REC1 Employee quickly apology for mistake REC2 Care about customer complaint
REC3 Skill and ability to deal with complaint
REC4 Employees empower to provide compensation
Food quality is measured by six items according scales of Namkung and Jang (2007) FQ1 Food presentation is visually attractive
FQ2 The restaurant offers a variety of menu items FQ3 The restaurant offers healthy options
FQ4 The restaurant serves tasty food FQ5 The restaurant serves fresh food FQ6 Food is served at the appropriate temperature
According to Ryu et al (2010), there are four items to measure hedonic value:
HV1 I ate out at fast a fast food restaurant since I could have good feeling HV2 Eating out at the fast food restaurant was fun and pleasant
HV3 The dining experience at the fast food restaurant was truly a joy HV4 During the dining experience at the fast food restaurant, I felt the excitement of searching food
Ryu et al (2010) are used three times to measure utilitarian value construct:
Eating out at fast food restaurants offers the convenience of quick service, making it an appealing choice for many However, it can also be a waste of money, leading to concerns about the value received for the cost Despite this, the fast food experience is characterized by prompt service, ensuring customers are served efficiently.
Namkung and Jang (2007) measure customer satisfaction based on two items:
SAS1 I am satisfy with the service in this restaurant SAS2 I am pleases to have visited the restaurant
Customer satisfaction towards behavioral intentions is measured by three items borrowed from the scales of Ryu et al (2010)
BI1 I would like to come back to the restaurant in the future BI2 I would recommend the restaurant to my friends or others BI3 I would more frequently visit the restaurant
In totally, the study used 44 items to measure 11 constructs, include 9 independent variables and 2 dependent variables
According to Hair et al (2010), minimum observation is five times than items The total item of the research is 44 so the total observation is more than 220 samples According to
According to Tabanik and Fidell (1991), the recommended minimum number of observations is more than 50 plus 8 times the number of independent variables With four independent variables in this study, the minimum sample size should be at least 82 observations To ensure robustness and reliable results, the authors aimed to collect over 300 responses, exceeding the minimum requirement This larger sample size helped improve the accuracy of the measurement scales and enhanced the validity of the research findings.
The questionnaire survey was conducted among residents of Ho Chi Minh City through three methods: distributing hard copies directly to respondents, conducting in-person interviews, and sharing the survey link via online platforms such as Google Docs The survey link was distributed via email, Facebook, and Yahoo chat to maximize reach and convenience Respondents completed the survey by clicking on their answers and submitting the responses through the provided link After three weeks, a total of 236 responses were collected through Google Docs, providing valuable data for the research.
A total of 200 hard copies of the survey were distributed to researchers' friends, colleagues, and students at the University of Economic and University of Natural Science for interview purposes The researcher received 142 completed responses in hard copy, providing valuable data for analysis.
After reviewing 378 responses from Google Docs and hard copies, the author eliminated invalid answers, including missing responses and duplicate answers, ensuring data quality Some hard copies were also incomplete, with respondents not answering all questions Ultimately, 319 valid responses were retained for analysis, meeting the minimum sample size requirements for the research.
Table 1: the results of collecting questionnaires
Interview and send survey by hard copy
Using email, Facebook, yahoo chat
The data collected from the online survey was more usable than hard copy responses, as respondents had more time to provide thoughtful and honest answers in a private setting Additionally, online respondents felt more comfortable answering freely since their identities remained anonymous However, if participants did not complete all questions, they could not submit their responses through Google Docs, highlighting the importance of survey design Notably, the questionnaire was lengthy, consisting of forty-four items plus four additional questions, which may have affected response completeness and overall data quality.
23 general questions, totally 48 questions had to answers It took about 15 minutes to finish the questionnaire As a result, only 319/378 answers meet the requirement of the survey
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze
After consolidating all survey responses into an Excel file, the researcher analyzed the raw data using SPSS software Reliability and validity of the measurement scales were assessed through Cronbach’s alpha and validity tests Confirmatory Factor Analysis (CFA) was employed to evaluate the significance of all measurement items Subsequently, Structural Equation Modeling (SEM) combined with bootstrapping techniques was used to examine the relationships between independent and dependent variables, supporting the hypotheses illustrated in Figure 2.7.
CHAPTER 4 DATA ANALYSIS AND RESULT
This chapter presents the research findings and detailed analysis, beginning with the data collection process and respondent statistics The study ensured the reliability and validity of the measurement scales through Cronbach’s alpha and exploratory factor analysis Utilizing SPSS software, the research examined the impact of four key factors on customer satisfaction and explored the relationship between customer satisfaction and behavioral purchase intention.
The survey was distributed through multiple channels, including email, Facebook, Yahoo Messenger, and directly to 200 respondents via interviews and hard copies A total of 378 responses were received; after removing invalid data, 319 valid responses were retained for analysis.
3.4 From four general questions, the researcher could get some general information of the respondents such as age, sexual, income, and career In the questionnaire, the author divided four groups of age included less than twenty years old, from twenty to less than thirty years old, from thirty years old to less than forty years old and from forty years old and older There were six careers for interviewee to choose including staff, student, supervisor, housewife, freelancer, and other The respondent could choose one from four groups of income, first group was lower than five million, second was from five to ten million, third was from ten to fifteen million and the rest was over than fifteen million Most of respondents were office staff and students
Woman was 62% and man was 28% in total sample 54.8% of the respondents was at the age of 20 to 40, 64.7% got income from 5 to 15 million/month
The below table is summarizing of four general questions:
4.2 THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST
The structural equation modelling
This chapter explores effective strategies for answering research questions, covering six essential topics: research design, research process, research scale, determining appropriate sample size, data collection procedures, and data analysis methods.
The author focused on examining the factors affecting to customer satisfaction and how customer satisfaction toward behavioral purchase intention in fast food industry in Viet Nam
The researcher examined how service quality, food quality, hedonic value, and utilitarian value influence customer satisfaction, as well as how customer satisfaction impacts behavioral purchase intentions Service quality was assessed through six key constructs: reliability, responsibility, tangibility, recovery, empathy, and assurance The study's conceptual model, illustrated in Figure 1, highlights these relationships Primary data were collected from consumers in Ho Chi Minh City to analyze these effects.
Minh City are used in the research A questionnaire survey was used as data collection method
Based on the items and scales from previous research outlined in Figure 3.2, the researcher developed a comprehensive questionnaire structured in two parts The first part gathers general demographic information such as age, income, gender, and occupation through observational data, while the second part includes all the items detailed in Figure 3.2 to assess relevant variables The questionnaire was translated into Vietnamese to ensure clear communication and effective delivery to respondents This approach enhances data accuracy and reliability for the study’s analysis.
The author conducted a two-phase research process, starting with a pilot study followed by a main survey In the pilot phase, the researcher interviewed twenty individuals in Ho Chi Minh City, including friends and colleagues, to gather valuable feedback on the primary questionnaire The insights obtained from these twenty interviews helped identify and refine key words and phrases, ensuring the questionnaire's clarity and effectiveness This preliminary step was essential for optimizing survey design before proceeding to the main data collection.
The author revised the questionnaire to better suit the Vietnam market, making it clearer and easier to understand, thereby facilitating better observations and more accurate responses (see Appendix 1).
Base on the literature, the researcher set up the survey instrument, using scales as follow:
All the measurement scales used Likert scale from 1 (completely disagree) to 7 (completely agree)
Service quality: Quin and Prybutok (2009) research that service quality includes
6 construct: reliability, tangibles, responsiveness, assurance, empathy, and recovery
There are five items for the first construct: reliability:
REL1 providing service as promised REL 2 sympathetic and reassuring REL3 Dependable
REL4 On-schedule service REL5 Accurate charge Tangible is measured by five items:
TAN1 Clean dining area TAN2 Well-dress employees TAN3 Using disposable gloves and hair net TAN4 Seating available
TAN5 Parking available Responsibility includes four items:
RES1 Telling exact service time RES2 Employees available to request
RES3 Prompt service RES4 Employees willing to help Assurance has four following items:
ASS1 Trust employees ASS2 Feel safe for financial transactions ASS3 Friendly employees
ASS4 Knowledgeable employees There are four items to measure empathy:
EMP1 Available of utensil, etc EMP2 Convenient operating hours EMP3 Convenient locations
EMP4 Completely package food Recovery is presented by four following items:
REC1 Employee quickly apology for mistake REC2 Care about customer complaint
REC3 Skill and ability to deal with complaint
REC4 Employees empower to provide compensation
Food quality is measured by six items according scales of Namkung and Jang (2007) FQ1 Food presentation is visually attractive
FQ2 The restaurant offers a variety of menu items FQ3 The restaurant offers healthy options
FQ4 The restaurant serves tasty food FQ5 The restaurant serves fresh food FQ6 Food is served at the appropriate temperature
According to Ryu et al (2010), there are four items to measure hedonic value:
HV1 I ate out at fast a fast food restaurant since I could have good feeling HV2 Eating out at the fast food restaurant was fun and pleasant
HV3 The dining experience at the fast food restaurant was truly a joy HV4 During the dining experience at the fast food restaurant, I felt the excitement of searching food
Ryu et al (2010) are used three times to measure utilitarian value construct:
Eating out at fast food restaurants offers the convenience of quick service, making it an easy option for busy individuals However, many find that dining at these establishments can be a waste of money, as the costs often outweigh the value of the food received Despite the affordability, the swift service contributes to the appeal of fast food, but consumers should weigh the convenience against the potential expense.
Namkung and Jang (2007) measure customer satisfaction based on two items:
SAS1 I am satisfy with the service in this restaurant SAS2 I am pleases to have visited the restaurant
Customer satisfaction towards behavioral intentions is measured by three items borrowed from the scales of Ryu et al (2010)
BI1 I would like to come back to the restaurant in the future BI2 I would recommend the restaurant to my friends or others BI3 I would more frequently visit the restaurant
In totally, the study used 44 items to measure 11 constructs, include 9 independent variables and 2 dependent variables
According to Hair et al (2010), minimum observation is five times than items The total item of the research is 44 so the total observation is more than 220 samples According to
According to Tabanik and Fidell (1991), the recommended minimum number of observations should be more than 50 plus 8 times the number of independent variables For a study with four independent variables, this calculation indicates a minimum of 82 observations To ensure robust results, the researchers aimed to collect at least 300 responses when measuring the scales, thus exceeding the minimum requirement to obtain reliable feedback and enhance the validity of their findings.
This study employed a mixed-methods approach to distribute questionnaires among residents of Ho Chi Minh City, using direct hard copies, face-to-face interviews, and online surveys via Google Docs The online distribution channels included email, Facebook, and Yahoo chat, enabling a broad reach within the community Respondents completed the survey by clicking on their answers and submitting the form through a simple click After three weeks of data collection, a total of 236 responses were successfully received through Google Docs, providing a valuable dataset for analysis.
A total of 200 hard copies of the survey were distributed to researchers’ friends, colleagues, and students at the University of Economic and University of Natural Sciences for interview purposes In response, the researcher received 142 completed copies, providing valuable data for the study.
After reviewing 378 responses collected via Google Docs and hard copies, the author eliminated invalid answers, including missing responses and those with duplicated values across most questions Additionally, some hard copy questionnaires lacked sufficient responses, leading to their exclusion Ultimately, 319 valid answers remained for analysis, meeting the minimum sample size requirements for the research.
Table 1: the results of collecting questionnaires
Interview and send survey by hard copy
Using email, Facebook, yahoo chat
The data collected from the online survey was more usable than those obtained via hard copy, as respondents had more time to think carefully and provided more honest answers Additionally, online respondents felt more anonymous, increasing their willingness to answer freely Furthermore, if participants answered insufficient questions, they could not submit their responses through Google Docs, ensuring data completeness However, the questionnaire was quite lengthy, consisting of 44 items plus four additional questions, which could impact respondent engagement and completion rates.
23 general questions, totally 48 questions had to answers It took about 15 minutes to finish the questionnaire As a result, only 319/378 answers meet the requirement of the survey
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze
After consolidating all survey responses into an Excel file, the researcher utilized SPSS software to analyze the collected data Reliability and validity of the measurement scales were assessed using Cronbach’s alpha and validity tests Confirmatory Factor Analysis (CFA) was conducted to evaluate the significance of all items, ensuring the measurement model’s appropriateness Finally, Structural Equation Modeling (SEM) and bootstrap methods were applied to examine the relationships between independent and dependent variables, supporting the hypotheses depicted in Figure 2.7.
CHAPTER 4 DATA ANALYSIS AND RESULT
This chapter presents the research results and their analysis, including data collection methods, respondent statistics, and reliability and validity testing using Cronbach’s alpha and exploratory factor analysis The study utilized SPSS software to examine the impact of four factors on customer satisfaction and to explore the relationship between customer satisfaction and behavioral purchase intention.
The survey was distributed through multiple channels, including email, Facebook, Yahoo Chat, and direct contacts, with 200 respondents either interviewed in person or receiving hard copies A total of 378 feedbacks were collected, but after removing invalid responses, the final sample consisted of 319 valid cases, as illustrated in the accompanying figure.
3.4 From four general questions, the researcher could get some general information of the respondents such as age, sexual, income, and career In the questionnaire, the author divided four groups of age included less than twenty years old, from twenty to less than thirty years old, from thirty years old to less than forty years old and from forty years old and older There were six careers for interviewee to choose including staff, student, supervisor, housewife, freelancer, and other The respondent could choose one from four groups of income, first group was lower than five million, second was from five to ten million, third was from ten to fifteen million and the rest was over than fifteen million Most of respondents were office staff and students
Woman was 62% and man was 28% in total sample 54.8% of the respondents was at the age of 20 to 40, 64.7% got income from 5 to 15 million/month
The below table is summarizing of four general questions:
4.2 THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST
Conclusion, implication and limitation 5.1: Conclusion
Managerial implication
This research confirms that customer satisfaction is primarily influenced by service quality in fast food restaurants Customers' behavioral intentions are significantly shaped by their overall satisfaction, emphasizing the importance of delivering high-quality service The study highlights key factors that contribute to customer satisfaction, including prompt service, food quality, cleanliness, and staff friendliness, which collectively enhance the overall dining experience and encourage repeat visits.
The researcher emphasizes the importance for fast food restaurants to focus on six key dimensions of service quality: reliability, assurance, responsibility, empathy, recovery, and tangibles These six constructs collectively represent essential aspects of delivering high-quality service in the fast food industry, ensuring customer satisfaction and loyalty Prioritizing these dimensions can help fast food establishments enhance their overall service performance and meet customer expectations effectively.
To attract more customers, restaurant owners must train their staff to provide excellent service that ensures customer satisfaction Research indicates that understanding customer needs is essential for success in the hospitality industry Prioritizing proper staff training and meeting customer expectations can significantly enhance the restaurant's reputation and encourage repeat visits.
Food quality is a crucial factor in ensuring customer satisfaction, as diners prioritize fresh, healthy, and flavorful menu items The temperature at which food is served significantly impacts the dining experience; therefore, restaurants must serve food at the appropriate temperature to maintain its quality and appeal Providing fresh, carefully prepared dishes at the right temperature helps enhance customer satisfaction and encourages repeat visits.
Customers prioritize not only excellent service and food quality but also a welcoming, fun, and pleasant atmosphere that enhances their dining experience They seek a environment that offers relaxation alongside their meal, making the visit enjoyable beyond just the cuisine To meet these expectations, restaurants should focus on thoughtful accommodation, appealing decoration, and carefully curated music to create a memorable and satisfying dining ambiance.
The fast food restaurant industry thinks about a convenient place and supply quick and good service for customer
The SEM analysis reveals a strong positive relationship between customer satisfaction and behavioral purchase intention, with customer satisfaction accounting for 64.5% of the variance in purchase intentions This indicates that satisfied customers are significantly more likely to intend to make a purchase, emphasizing the importance of enhancing customer satisfaction to boost purchasing behavior.
To ensure customer satisfaction, restaurant owners should prioritize service quality, including reliability, assurance, tangible aspects, recovery, responsibility, and empathy, along with maintaining high food quality Enhancing both hedonic and utilitarian values can significantly elevate the dining experience To attract and retain more customers and build long-term loyalty, fast food restaurants must focus on delivering exceptional service, quality offerings, and memorable experiences that meet diverse customer needs.
Focusing on key elements that delight customers is essential for restaurant success By ensuring customers feel they recognize the true value of what they pay for, restaurants can enhance customer satisfaction Satisfied customers are more likely to return regularly and recommend the restaurant to others, fostering loyalty and positive word-of-mouth Providing an exceptional experience makes customers happy and encourages them to become repeat visitors and brand ambassadors.
Limitation
Consumer behavioral intentions in Vietnam vary across regions—North, Central, and South—highlighting the importance of regional differences in purchasing habits Since the study was conducted solely in Ho Chi Minh City, the largest city in the South, it may not fully represent the attitudes of all Vietnamese consumers To gain a comprehensive understanding, future research should include surveys in multiple cities across different regions, considering diverse lifestyles and behavioral patterns.
The study did not include teenagers, despite them being significant consumers of fast food and capable of making independent dining decisions The respondents primarily consisted of office staff, although a large portion of fast food restaurant customers are teenagers.
Our study found that factors such as service quality, food quality, hedonic value, and utilitarian value explain only 53% of customer satisfaction, indicating the need to investigate additional influencing factors As average income continues to rise, consumers become more discerning with heightened expectations and attention to multiple aspects beyond those initially studied Consequently, future research should explore a broader range of factors that impact customer satisfaction to better understand and enhance the customer experience.
Future research should include survey respondents from diverse cities and provinces, different age groups, and various environments to enhance the representativeness of the study results Additionally, future studies should explore a broader range of factors to better explain customer satisfaction, aiming to increase the current 53% variance explained in this study.
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Chào tất cả các anh/chị, tôi là Phan Thị Kim Sương, hiện đang thực hiện đề tài luận văn nghiên cứu các yếu tố ảnh hưởng đến sự hài lòng của khách hàng và hành vi mua hàng trong ngành thức ăn nhanh Đề nghị các anh/chị vui lòng tham gia điền vào khảo sát phía dưới để giúp tôi thu thập dữ liệu quan trọng cho nghiên cứu Cảm ơn sự hợp tác của tất cả mọi người trong việc nghiên cứu lĩnh vực thức ăn nhanh, qua đó góp phần cải thiện chất lượng dịch vụ và nâng cao trải nghiệm khách hàng.
Bạn có thể chia sẻ về trải nghiệm của mình tại một nhà hàng thức ăn nhanh như Lotteria, KFC hoặc Pizza Hut mà bạn đã từng đến Các đặc điểm nổi bật của nhà hàng này bao gồm không gian thoải mái, dịch vụ nhanh chóng và menu đa dạng phù hợp với nhiều khẩu vị Thường thì, các nhà hàng thức ăn nhanh này chú trọng vào chất lượng món ăn, hình thức trình bày hấp dẫn và giá cả phù hợp với ngân sách của đa số khách hàng Ngoài ra, không gian sạch sẽ, nhân viên thân thiện và thời gian phục vụ linh hoạt là những yếu tố giúp nâng cao trải nghiệm của khách hàng tại nhà hàng thức ăn nhanh Đây chính là lý do tại sao nhiều người lựa chọn các chuỗi nhà hàng này để thưởng thức bữa ăn nhanh, tiện lợi và hợp khẩu vị.
Thang đo: từ 1 – 7 :hoàn toàn đồng ý – hoàn toàn không đồng ý
1 Nhà hàng có các dịch vụ như họ đã thông tin : 1 2 3 4 5 6 7
2 Nhà hàng này có sự đồng cảm và yên tâm : 1 2 3 4 5 6 7
3 Nhà hàng này đáng tin cậy : 1 2 3 4 5 6 7
4 Nhà hàng luôn phục vụ đúng lịch : 1 2 3 4 5 6 7
5 Nhà hàng tính tiền chính xác : 1 2 3 4 5 6 7
7 Đồng phục nhân viên phục vụ tại nhà hàng đẹp : 1 2 3 4 5 6 7
8 Nhân viên có sử dụng găng tay và nón: 1 2 3 4 5 6 7
9 Nhà hàng có chỗ ngồi thoải mái : 1 2 3 4 5 6 7
10 Nhà hàng có chỗ đậu xe thuận tiện : 1 2 3 4 5 6 7
11 Mang thức ăn ra trong đúng thời gian đã hẹn trước : 1 2 3 4 5 6 7
12 Nhân viên luôn sẵn sàng để phục vụ : 1 2 3 4 5 6 7
13 Dịch vụ của nhà hàng đúng như đã cam kết : 1 2 3 4 5 6 7
14 Nhân viên luôn giúp đỡ và hướng dẫn tận tình cho khách : 1 2 3 4 5 6 7
15 Nhân viên đáng tin cậy : 1 2 3 4 5 6 7
17 Nhân viên tạo được cảm giác thân thiện : 1 2 3 4 5 6 7
18 Nhân viên có hiểu biết : 1 2 3 4 5 6 7
19 Nhà hàng luôn có sẵn đồ dùng để phục vụ : 1 2 3 4 5 6 7
20 Thời gian mở cửa phục vụ hợp lý : 1 2 3 4 5 6 7
21 Nhà hàng đặt tại địa điểm thuận lợi : 1 2 3 4 5 6 7
22 Nhà hàng đóng gói thức ăn một cách cẩn thận 1 2 3 4 5 6 7
23 Nhân viên xin lỗi khi có sai sót : 1 2 3 4 5 6 7
24 Nhân viên tiếp nhận và quan tâm đến ý kiến đóng góp của khách hàng :
25 Nhân viên tiếp thu và xử lý các phàn nàn của khách hàng : 1 2 3 4 5 6 7
26 Nhân viên được quyền đền bù cho khách hàng khi có sự cố : 1 2 3 4 5 6 7
27 Món ăn được trình bày đẹp mắt, hấp dẫn : 1 2 3 4 5 6 7
28 Nhà hàng này có nhiều món để chọn lựa : 1 2 3 4 5 6 7
29 Nhà hàng này cung cấp các món ăn tốt cho sức khỏe : 1 2 3 4 5 6 7
30 Nhà hàng này có các món ăn ngon : 1 2 3 4 5 6 7
31 Nhà hàng này cung cấp thức ăn mới 1 2 3 4 5 6 7
32 Thức ăn được dọn ra còn nóng : 1 2 3 4 5 6 7
33 Tôi chọn nhà hàng này vì muốn có cảm giác thoải mái : 1 2 3 4 5 6 7
34 Ăn tại quán ăn nhanh như ở nhà hàng này đem lại không khí vui vẻ :
35 Ăn tại quán ăn nhanh như ở nhà hàng này thực sự là một sự thưởng thức :
36 Tôi thích cảm giác lựa chọn món tại nhà hàng này 1 2 3 4 5 6 7
37 Nhà hàng thức ăn nhanh này rất thuận tiện : 1 2 3 4 5 6 7
38 Ăn tại nhà hàng thức ăn nhanh này xứng đáng với số tiền tôi đã bỏ ra :
39 Thời gian phục vụ nhanh : 1 2 3 4 5 6 7