Research background
Fast food restaurants cater to consumers seeking fresh, quickly served meals, often featuring drive-thru services for convenience The industry's growth began with the popularity of McDonald's in the late 1940s and early 1950s Menus are designed for quick and easy preparation, ensuring consistency in taste across different locations, so customers can expect the same quality regardless of where they dine.
McDonald's operates over 31,000 restaurants across 126 countries on six continents On January 31, 1990, the company opened a record-breaking restaurant in Moscow, which is now the busiest McDonald's in the world Additionally, the largest McDonald's, featuring 25,000 square feet of play tubes, an arcade, and a play center, is situated in Orlando, Florida, USA.
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, the global expansion of restaurant chains was evident, with Wienerwald making its way from Germany to Asia and Africa Pizza Hut established a significant presence, operating in 97 countries, including 100 locations in China Additionally, Taco Bell expanded internationally, boasting 278 restaurants across 14 countries beyond the United States.
In Thailand, chain restaurants attract customers seeking enhanced dining experiences, often featuring superior décor, cleaner environments, and improved service compared to similar establishments in the United States.
In the competitive landscape of chain restaurants, delivering exceptional service quality is essential for differentiation As highlighted by Polyorat and Sophonsiri (2010), achieving a high standard of service has become a primary objective for many establishments in this sector.
The fast food industry is vast and dynamic, presenting numerous opportunities for growth Fast food franchises are adapting by introducing innovative menu items, competitive pricing, and strategic marketing to attract customers As consumers seek healthier and quicker dining options, the industry is evolving to meet these demands With an improving economy, the profitability of fast food franchises is anticipated to remain strong.
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 meals, ensuring that customers can enjoy familiar flavors across various locations of the same chain For instance, patrons can savor the identical taste of pizza at Pizza Hut outlets in both Ho Chi Minh City and Hanoi This consistency in food quality and flavor is a hallmark of fast food establishments.
(as KFC, Lotteria ) uses the same format for all restaurants in all regions
Vietnam's fast food industry is thriving, with over 65% of its 90 million population under the age of 35, leading to an impressive annual growth rate of 26%, even amid economic downturns that have negatively impacted other sectors.
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, featuring major players like Lotteria, which operates 162 restaurants, KFC with 130 locations, and Jollibee with 30 outlets Additionally, new entrants such as Pizza Hut and Burger King have recently joined the competitive landscape, further expanding the diverse fast food offerings in the country.
Popeyes and McDonald's are key players in Vietnam's fast food industry, which is poised for growth driven by the country's youthful population As noted by Hoang Phi (2013), Vietnam presents a unique opportunity for fast food expansion compared to other Asian markets, making it an emerging hub for international brands.
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 promising opportunity for the fast food industry; therefore, it is crucial for businesses to grasp the key factors influencing customer preferences Understanding these elements will enable companies to cultivate customer loyalty and achieve success in the Vietnamese market, ultimately leading to enhanced customer satisfaction.
Research problem
Vietnam's fast food industry is rapidly growing, driven by a young adult population comprising 65% of the demographic However, this growth comes with increased competition from new entrants, prompting existing players to strengthen their competitive edge To thrive in this challenging environment, fast food restaurants must adopt a market-oriented strategy that prioritizes customer satisfaction and purchasing intent This involves continuously adapting their menus to meet evolving customer preferences and enhance overall satisfaction.
Jollibee stores in Ho Chi Minh City are becoming popular hotspots for young people and children, who often enjoy casual meals with their parents To attract more customers, many locations have localized their ingredients, enhancing their appeal to the local market.
Lotteria Vietnam, as highlighted by marketing manager Truong Ham Liem, is committed to continuously developing products and services, particularly focusing on fast-food rice to cater to local tastes While the primary target audience has been local teenagers, the brand has also attracted young adults and white-collar workers in recent years Despite global economic challenges, the fast-food sector in Vietnam remains robust, with rice becoming a key menu item to appeal to local consumers Similarly, Jollibee's vice president Demis Flore notes that rice with chicken is the chain's most popular offering, accounting for 60% of its total revenue, demonstrating the success of localized fast-food options.
Vietnam's leading fast-food chains, KFC and Lotteria, are aggressively expanding their presence in the country By the end of 2012, KFC operated 116 restaurants and aims to increase that number to 200 by the end of 2015 Similarly, Lotteria, which had 100 restaurants in Vietnam in 2011, is also targeting 200 locations in the near future.
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 16 and older visit fast-food restaurants at least once every three months, indicating a strong interest among young consumers in this dining option.
In Vietnam's competitive fast food industry, businesses must navigate both opportunities and challenges to thrive Understanding the key factors that influence customer satisfaction is essential for building loyalty and enhancing purchasing intentions Additionally, leveraging word-of-mouth marketing can significantly impact a restaurant's success, as recommendations play a crucial role in attracting new customers in this 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 largest economic hub with a population of ten million The city attracts individuals from various provinces and cities across the country, highlighting the diverse demographics of fast food patrons.
Firstly, the author builds model and questionnaire based on previous researches
The author employs various data collection methods and utilizes Cronbach’s alpha to assess scale reliability Factor analysis is conducted to identify items most consistently answered by respondents Confirmatory factor analysis (CFA) is then applied to explore the relationships among six constructs of service quality Finally, structural equation modeling (SEM) is used to examine the connections between service quality, food quality, hedonic value, utilitarian value, customer satisfaction, and behavioral purchase intention.
Literature review and hypothesis 2.1: Service quality
Food quality
Food quality plays a crucial role in customer satisfaction at fast food restaurants, as highlighted by various studies (Kivela et al., 1999; Law et al., 2004; Johns and Howard, 1998) It is essential for meeting customer needs and expectations Research by Suled and Hensley (2004) indicates that food quality is the most significant predictor of customer satisfaction, although it accounts for only 17% of the intentions to return, combining all food attributes into a single variable.
Food quality plays a crucial role in shaping the restaurant experience, emphasizing the importance of technical quality Key factors that contribute to food quality include presentation, variety, healthy options, taste, freshness, and temperature.
Kivela et al (1994) identify several key attributes of food quality, including presentation, tastiness, menu variety, and temperature The visual appeal and decoration of food serve as crucial indicators of quality, significantly influencing customer perceptions According to Namkung and Jang (2007), food presentation is essential for modeling dining satisfaction and 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 plays a crucial role in shaping customers' perceptions of their dining experiences, as highlighted by John & Tyas (1996) Nutritious offerings are essential for ensuring dining satisfaction and encouraging repeat visits Additionally, there is a growing customer interest in healthy menu options.
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 are increasingly looking for fast food restaurants that offer a fun and fantasy-driven dining experience, focusing on sensory stimulation and enjoyment Hedonic value reflects their desire for entertainment, emphasizing excitement and pleasure over mere functionality This experience is characterized by a subjective and personal connection, prioritizing fun and playfulness rather than just the completion of a meal.
(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 enjoyment and playfulness of the experience rather than merely achieving specific goals This concept provides a broader understanding of the overall worth of consumption activities, highlighting the significance of pleasure in the shopping experience.
Utilitarian value
Utilitarian value refers to the conscious pursuit of intended outcomes, emphasizing functional and cognitive aspects of consumer behavior It plays a crucial role in meeting consumers' instrumental expectations regarding products and services From a utilitarian perspective, consumers prioritize efficient and timely purchases to achieve their goals with minimal frustration.
Hedonic value and utilitarian value are essential factors in assessing consumer experiences, where utilitarian value is linked to practical benefits and hedonic value is associated with enjoyment and pleasure (Ryu et al., 2010).
Thus, in this study, the author adopts this two dimensional conceptualization of consumer value.
Customer satisfaction
Customer satisfaction is a crucial indicator of a company's performance, reflecting its past, present, and future effectiveness It plays a central role in marketing by addressing customer needs and desires, stemming from post-consumption evaluations of services Defined as the degree of happiness a customer feels towards a product or service at a specific moment (Namkung and Jang, 2007), customer satisfaction encapsulates the emotional response to interactions (Heung and Ngai, 2008) and is viewed as an assessment of whether the product experience meets expectations (Hunt, 1977).
Customer satisfaction is achieved when individuals receive products or services that meet or exceed their expectations It can be viewed through two lenses: service encounters and overall satisfaction (Bitner and Hubbert, 1994) Service encounters refer to the satisfaction derived from specific interactions, while overall satisfaction encompasses the cumulative experience from multiple encounters (Polyrat and Sophonsiri, 2010) Ultimately, customer satisfaction is a comprehensive evaluation process that assesses the gap between prior expectations and actual experiences (Han and others).
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 beliefs and desire to connect with a company When customers express positive sentiments, recommend the company to others, and demonstrate loyalty, it indicates their satisfaction (Namkung and Jang, 2007) Satisfied customers are more likely to contribute to repeat business and generate positive word-of-mouth, ultimately enhancing a company's profitability A higher level of customer satisfaction significantly boosts purchase intentions, encompassing actions such as visiting, revisiting, recommending, and sharing positive feedback.
Hypothesis development
Relationship between service quality and customer satisfaction:
Service quality is crucial for ensuring customer satisfaction, as it significantly influences how customers perceive their experiences Numerous studies in the services marketing field have highlighted the strong link between high service quality and increased customer satisfaction (Antony et al., 2004).
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 today's competitive fast food industry, customers face an abundance of choices as numerous brands enter the market This has led to more discerning consumers who actively compare options to find the best value Consequently, ensuring customer satisfaction has become increasingly challenging, with a growing emphasis on service quality being a top priority for modern diners.
Service quality includes six constructs: reliability, responsibility, assurance, empathy, recovery and tangible
Customers have elevated expectations for cleanliness and convenience in restaurants, particularly regarding the attitudes of well-trained staff Research indicates that service quality is a crucial factor influencing customer satisfaction.
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 aspect of the overall restaurant experience, significantly influencing customer satisfaction, particularly in fast food establishments Research indicates a positive correlation between food quality and customer satisfaction, highlighting its importance in dining choices In Vietnam, consumers are increasingly prioritizing food quality when selecting restaurants, with higher incomes leading to greater attention on the quality of meals, as it directly impacts health Additionally, the presentation of food plays a vital role in attracting customers, who favor delicious, fresh, and healthy options.
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, especially in today's high-pressure environments where individuals seek enjoyable dining experiences Fast food restaurants have become popular venues for families and friends to celebrate special occasions, such as children's birthday parties, due to their ability to provide good food, excellent service, and a fun atmosphere Customers prioritize places that offer excitement and pleasure rather than just a meal, highlighting the importance of hedonic value in the fast food industry.
H3: Hedonic value has a positive effect on customer satisfaction
Relationship between utilitarian value and customer satisfaction:
Ryu et al (2010) demonstrated that utilitarian value significantly impacts customer satisfaction In today's fast-paced world, customers have limited time for meals, making time management crucial As a result, they are increasingly discerning, carefully considering how they spend both their time and money The demand for quick service and convenient dining experiences is on the rise, as customers seek restaurants that offer economical meals that provide good value for their expenditure Ultimately, the utilitarian aspect of dining is a key factor in enhancing customer happiness.
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 customer satisfaction significantly enhances revisit and recommendation intentions, leading to positive word of mouth In Vietnam, young people often dine in groups, making word of mouth a powerful marketing strategy Satisfied customers tend to remember the restaurant's address and are likely to return when the opportunity arises Additionally, they often share their experiences with friends and family, and many choose to host events like birthday or farewell parties at these venues Overall, customer satisfaction plays a crucial role in driving behavioral purchase intentions.
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
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:
Dining at fast food restaurants offers convenience and quick service, making it an appealing option for many However, this convenience often comes at a cost, leading to concerns about the value for money spent.
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 required number of observations in research should exceed 50 plus eight times the number of independent variables With four independent variables in this study, the minimum observation needed is 82 To ensure robust data collection, the authors aimed for over 300 responses, ultimately utilizing more than 300 observations to gather comprehensive feedback.
The author conducted a questionnaire survey targeting residents of Ho Chi Minh City through three methods: direct delivery of hard copies, in-person interviews, and online distribution via Google Docs The survey link was shared with respondents through email, Facebook, and Yahoo chat Participants completed the survey by selecting their answers and clicking the submit button After three weeks, the author received a total of 236 responses from the online platform.
The researcher distributed 200 hard copies of a questionnaire to friends, colleagues, and students at the University of Economics and the University of Natural Sciences for interviews In response, the researcher received 142 completed questionnaires in hard copy format.
After reviewing 378 responses from both Google Docs and hard copies, the author eliminated erroneous answers, including those with missing responses and identical values for most questions Additionally, some hard copy submissions lacked sufficient answers Ultimately, 319 usable responses were obtained for analysis, meeting the minimum sample size requirement 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 proved to be more effective than that gathered from hard copies, as respondents had more time to reflect on their answers and felt more at ease due to anonymity Additionally, the online format ensured that participants could not submit their responses unless they answered a sufficient number of questions However, the lengthy questionnaire, consisting of 44 items plus four general questions, took approximately 15 minutes to complete, resulting in only 319 out of 378 responses meeting the survey requirements.
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
In this chapter, the author outlines effective methods for addressing research questions, focusing on six key components: research design, research process, research scale, 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 study examined how service quality, food quality, hedonic value, and utilitarian value impact customer satisfaction and its correlation with behavioral purchase intentions Service quality was evaluated through six dimensions: reliability, responsibility, tangibility, recovery, empathy, and assurance The conceptual research model is illustrated in Figure 1, and primary data was gathered from consumers in Ho Chi.
Minh City are used in the research A questionnaire survey was used as data collection method
The researcher developed a questionnaire based on previous research items and scales illustrated in Figure 3.2 The questionnaire consists of two sections: the first section gathers general demographic information such as age, income, gender, and occupation, while the second section includes all items from Figure 3.2 To facilitate responses, the author translated the questionnaire into Vietnamese.
The author conducted a two-phase research process, beginning with a pilot study involving direct interviews with twenty individuals in Ho Chi Minh City to gather feedback on a preliminary questionnaire These participants, consisting of the author's friends and colleagues, provided insights that helped identify unclear terminology Based on their input, the author refined the questionnaire to enhance its clarity and relevance for the Vietnamese market, ensuring it was easier for respondents to comprehend and answer (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
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:
Dining at fast food restaurants offers convenience and quick service, making it an appealing option for many However, frequent visits can lead to wasted money, as the costs can add up over time.
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 minimum number of observations required for research should exceed 50 plus eight times the number of independent variables With four independent variables in this study, the minimum observation count is 82 To ensure robust data collection, the authors targeted 300 responses, ultimately utilizing over 300 observations to gather comprehensive feedback.
The author conducted a questionnaire survey among respondents in Ho Chi Minh City using three methods: direct delivery of hard copies, personal interviews, and online distribution via Google Docs The survey link was shared through email, Facebook, and Yahoo chat Participants completed the survey by selecting their answers and submitting the form After three weeks, a total of 236 responses were collected through Google Docs.
The researcher distributed 200 hard copies of a survey to friends, colleagues, and students at the University of Economics and the University of Natural Sciences for interviews In response, the researcher received 142 completed surveys in hard copy format.
After reviewing 378 responses from both Google Docs and hard copies, the author eliminated erroneous answers, including those with missing responses or identical values for most questions Additionally, some hard copy submissions lacked sufficient answers Ultimately, 319 usable responses were obtained, meeting the minimum sample size required for the research analysis.
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 proved to be more effective than that obtained through hard copies, as respondents had the opportunity to think more deeply about their answers and felt more comfortable responding anonymously Additionally, the online format ensured that participants could not submit their responses unless they answered all required questions However, the lengthy questionnaire, consisting of 44 items plus four general questions, took approximately 15 minutes to complete, resulting in only 319 out of 378 responses meeting the survey's requirements.
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze
After compiling the survey responses into an Excel file, the author utilized SPSS software for data analysis To assess the reliability and validity of the measurement scales, Cronbach’s alpha was employed alongside validity tests Subsequently, Confirmatory Factor Analysis (CFA) was conducted to evaluate the significance of all items Finally, Structural Equation Modeling (SEM) and bootstrap methods were applied to test the relationships between independent and dependent variables, leading to the formulation of the hypothesis illustrated in Figure 2.7.
CHAPTER 4 DATA ANALYSIS AND RESULT
In this chapter, the author presents the research findings and analysis, detailing the data collection process and respondent statistics The reliability and validity of the scales were assessed using Cronbach’s alpha and exploratory factor analysis Additionally, SPSS software was utilized to examine the impact of four factors on customer satisfaction and the relationship between customer satisfaction and behavioral purchase intention.
The survey was distributed through various channels, including email, Facebook, Yahoo chat, and direct interviews, yielding a total of 378 responses After filtering out invalid entries, the final sample consisted of 319 valid responses.
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
Cronbach’s alpha is a crucial metric for assessing the reliability of scale factors, with each factor requiring a minimum of three items (Nguyen, 2013) By calculating the Cronbach’s alpha for each construct, researchers can identify and eliminate unreliable or unsuitable scales, ensuring that all items within a scale effectively measure the intended research concept For a scale to qualify as having internal reliability, its Cronbach’s alpha should be at least 0.6 Additionally, items with a corrected item-total correlation of 0.3 or higher are deemed acceptable (Nunnally & Bernstein, 1994).
The structural equation modelling
This chapter outlines essential strategies for addressing research questions, covering six key components: research design, research process, research scale, 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 study examined how service quality, food quality, hedonic value, and utilitarian value impact customer satisfaction and the relationship between customer satisfaction and behavioral purchase intention Service quality was assessed through six constructs: reliability, responsibility, tangibility, recovery, empathy, and assurance The conceptual research model is illustrated in Figure 1, and primary data was gathered from consumers in Ho Chi.
Minh City are used in the research A questionnaire survey was used as data collection method
The researcher developed a questionnaire based on previous research items and scales illustrated in Figure 3.2 The questionnaire consists of two sections: the first gathers general information such as age, income, gender, and occupation, while the second includes all items from Figure 3.2 To ensure accessibility, the author translated the questionnaire into Vietnamese for distribution to respondents.
The author conducted a two-phase research process, beginning with a pilot study involving direct interviews with twenty individuals in Ho Chi Minh City to gather feedback on the initial questionnaire These participants, consisting of friends and colleagues, provided insights that helped the researcher identify confusing terminology and improve clarity As a result, the questionnaire was refined to better suit the Vietnamese market, making it more comprehensible and user-friendly (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
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 at a fast food restaurant offers convenience and quick service, making it an appealing option for many However, it often results in a waste of money, as the cost can add up without providing significant 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
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 required number of observations in research should exceed 50 plus eight times the number of independent variables; with four independent variables in this study, the minimum observation needed is 82 To ensure robust data, the authors aimed to collect 300 responses, ultimately utilizing over 300 observations to gather comprehensive feedback.
The questionnaire surveys were distributed to respondents in Ho Chi Minh City through three methods: direct delivery of hard copies, personal interviews, and online links via Google Docs The survey link was shared through email, Facebook, and Yahoo Chat Participants completed the survey by selecting their answers and clicking the submit button After three weeks, a total of 236 responses were collected through Google Docs.
The researcher distributed 200 hard copies of a survey to friends, colleagues, and students at the University of Economics and the University of Natural Sciences for interviews In response, the researcher received 142 completed surveys in hard copy format.
After reviewing 378 responses from both Google Docs and hard copies, the author eliminated erroneous answers, including those with missing responses or identical values for most questions Additionally, some hard copies contained insufficient answers to the questionnaire Ultimately, the author retained 319 valid responses for analysis, meeting the minimum sample size required 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 proved to be more effective than that gathered through hard copies, as respondents had ample time to reflect on their answers and felt more at ease providing honest responses due to anonymity Additionally, the online format required participants to complete a minimum number of questions before submitting their answers, ensuring more comprehensive data collection However, the lengthy questionnaire, consisting of 44 items and four general questions, took approximately 15 minutes to complete, resulting in only 319 out of 378 responses meeting the survey's criteria.
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze
After compiling the survey responses into an Excel file, the author analyzed the raw data using SPSS software To assess the reliability and validity of the measurement scales, the researcher employed Cronbach’s alpha and conducted validity tests Subsequently, Confirmatory Factor Analysis (CFA) was utilized to evaluate the significance of all items Finally, Structural Equation Modeling (SEM) and bootstrapping were applied to test the relationships between independent and dependent variables, leading to the proposal of the hypothesis illustrated in Figure 2.7.
CHAPTER 4 DATA ANALYSIS AND RESULT
In this chapter, the author presents the research findings and analysis, beginning with a detailed description of the data collection process and respondent statistics The reliability and validity of the scales were assessed using Cronbach’s alpha and exploratory factor analysis Additionally, SPSS software was employed to evaluate the impact of four factors on customer satisfaction and to explore the relationship between customer satisfaction and behavioral purchase intention.
A survey link was distributed to respondents through various channels, including mail, Facebook, Yahoo Chat, and direct interviews or hard copies, resulting in 378 responses After filtering out invalid entries, the final sample consisted of 319 usable responses.
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
Cronbach’s alpha is utilized to assess the reliability of scale factors, requiring at least three items per factor (Nguyen, 2013) This statistical measure aids in identifying and eliminating unreliable or inappropriate scales, ensuring that all items within a scale consistently measure the intended research concept For a scale to be considered internally reliable, the Cronbach’s alpha should be 0.6 or higher Additionally, items with a corrected item-total correlation of 0.3 or greater are deemed acceptable (Nunnally & Bernstein, 1994).
Conclusion, implication and limitation 5.1: Conclusion
Managerial implication
The research confirms that customer satisfaction significantly influences behavioral intentions, with a strong emphasis on service quality Key factors contributing to customer satisfaction when selecting a fast food restaurant include the overall service experience and quality of offerings.
The researcher emphasizes that fast food restaurants should focus on six key dimensions of service quality: reliability, assurance, responsibility, empathy, recovery, and tangibles These six constructs are essential for enhancing the overall service quality in the fast food industry.
To attract customers, restaurant owners must train their staff to provide excellent service, ensuring customer satisfaction Research indicates that understanding customer needs is crucial in the restaurant industry.
Food quality is a crucial factor in customer satisfaction, as diners prioritize healthy, tasty, and fresh menu items Additionally, the temperature at which food is served significantly impacts customer experience, making it essential for restaurants to ensure that dishes are presented at the appropriate temperature.
In addition to high service and food quality, customers seek restaurants that provide a welcoming and enjoyable atmosphere for their dining experience They dine not only to satisfy hunger but also to relax and unwind Therefore, restaurants must pay attention to factors such as ambiance, decor, and music to create a pleasant environment for their patrons.
The fast food restaurant industry thinks about a convenient place and supply quick and good service for customer
The SEM analysis reveals a significant connection between customer satisfaction and behavioral purchase intention, with customer satisfaction accounting for 64.5% of the variance in purchase intentions This indicates that higher levels of customer satisfaction directly lead to an increased likelihood of purchasing behavior.
To ensure customer satisfaction, restaurant owners should prioritize key elements such as service quality—encompassing reliability, assurance, tangibility, recovery, responsibility, and empathy—alongside food quality and both hedonic and utilitarian values Fast food establishments aiming to attract and retain loyal customers must focus on creating a positive experience that emphasizes the value customers receive for their money By doing so, restaurants can enhance customer satisfaction, encourage repeat visits, and foster word-of-mouth referrals.
Limitation
Consumer behavioral intentions in Vietnam vary significantly across regions—North, Central, and South Therefore, relying solely on respondents from Ho Chi Minh City does not accurately represent the entire Vietnamese consumer base Each region exhibits distinct habits, lifestyles, and behaviors, indicating that future studies should include surveys from additional cities to gain a comprehensive understanding of consumer behavior in Vietnam.
The study overlooked the significant impact of teenagers on fast food consumption, despite their ability to make independent choices While the research primarily targeted office staff as respondents, it is essential to recognize that a substantial portion of fast food customers consists of teenagers.
While service quality, food quality, hedonic value, and utilitarian value account for only 53% of customer satisfaction, further research is needed to explore additional factors influencing this satisfaction As average incomes rise, customers become more discerning, leading to an increased focus on a broader range of factors beyond the four identified in the study.
Future research should involve survey respondents from various cities and provinces, encompassing different age groups and environments to enhance the representativeness of the study results Additionally, it is essential to explore a broader range of factors to improve the explanation of customer satisfaction, which currently stands at only 53% in this study.
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Chào các anh/chị, tôi là Phan Thị Kim Sương Hiện tại, tôi đang thực hiện luận văn nghiên cứu về các yếu tố ảnh hưởng đến sự hài lòng của khách hàng và hành vi mua hàng trong ngành thức ăn nhanh Mong các anh/chị vui lòng giúp tôi bằng cách điền vào khảo sát dưới đây.
Khi nghĩ về một nhà hàng thức ăn nhanh cụ thể như Lotteria, KFC hay Pizza Hut, tôi nhận thấy rằng chất lượng món ăn luôn là yếu tố quan trọng nhất, với hương vị đặc trưng và độ tươi ngon Dịch vụ khách hàng cũng đóng vai trò then chốt, từ sự thân thiện của nhân viên cho đến thời gian phục vụ nhanh chóng Không gian của nhà hàng cần sạch sẽ và thoải mái, tạo cảm giác dễ chịu cho thực khách Cuối cùng, giá cả hợp lý và các chương trình khuyến mãi hấp dẫn là điểm cộng lớn, thu hút khách hàng quay lại nhiều lần.
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
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