(Luận văn thạc sĩ) tourist satisfaction towards food and restaurant service in mui ne , luận văn thạc sĩ

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HUA VU THANH THAO TOURIST SATISFACTION TOWARDS FOOD AND RESTAURANT SERVICE IN MUI NE h MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business HUA VU THANH THAO TOURIST SATISFACTION TOWARDS FOOD AND RESTAURANT SERVICE IN MUI NE h ID: 22110055 MASTER OF BUSINESS (Honours) SUPERVISOR: Prof Le Nguyen Hau Ho Chi Minh City – Year 2014 ABSTRACT Customer satisfaction is popular topic of many research However, the demand of customers changes very quickly The necessary of understanding current customers need are always the concern of business especially restaurants service This study examines the relationship among restaurant attribute to customer satisfaction who have experiences of restaurant service in Mui Ne It also investigates the impact of customer satisfaction to word of mouth after their perception of service Using data set form a sample of 180 customers, the study found that prices has the most influence to customer satisfaction compared to service quality, food quality and atmosphere Then customer satisfaction has positive impact on word of mouth These findings suggest that in order to increase customer satisfaction, restaurant should take consideration of price strategy On the other hand, quality of food, service and atmosphere also need to increase to attract more h customers CONTENTS CHAPTER1: INTRODUCTION 1.1.Research background 1.2.Objective of the study 1.3.Significant of the study 1.4.Reseach methodology 1.5 Scope of the study 1.6.Research structure CHAPTER 2: LITERATURE REVIEW 2.1 Customer satisfaction in restaurant industry 2.2 Restaurant attributes 2.3 Stimuli in restaurant 2.3.1 Food quality 2.3.2 Service quality 11 h 2.3.3 Atmosphere 11 2.3.4 Price 12 2.4 Word of mouth 13 2.5 Research model 14 CHAPTER 3: METHODOLOGY 16 3.1 Research method 16 3.2 Research instrument and measurement scales 16 3.3 Questionnaire design 19 3.4 Sample 20 3.5 Data collection and procedure 20 CHAPTER 4: RESULT 24 4.1 Exploratory Factor Analysis (EFA) 24 4.1.1 Validity 24 4.1.2 Reliability analysis 37 4.2 Regression analysis 40 4.2.1 Multiple regression analysis 40 4.2.2 Simple regression analysis 46 4.3 Discussion of the findings 48 CHAPTER 5: IMPLICATION, LIMITATIONS AND CONCLUSION 51 5.1 Implication 51 5.2 Limitations 51 5.3 Conclusion 52 TABLES Table 3.1: Source of measurement scales 19 Table 4.1: KMO and Bartlett's Test 1A 25 Table 4.2: Total Variance Explained 1A 27 Table 4.3: Rotated Component Matrix 1A 28 Table 4.4: KMO and Bartlett's Test 1B 28 h Table 4.5: Total Variance Explained 1B 30 Table 4.6: Rotated Component Matrix 1B 31 Table 4.7: KMO and Bartlett's Test 2A 31 Table 4.8: Rotated Component Matrix 2A 32 Table 4.9: KMO and Bartlett's Test 2B 33 Table 4.10: Total Variance Explained 2A 34 Table 4.11: Rotated Component Matrix 2B 35 Table 4.12: KMO and Bartlett's Test 2C 35 Table 4.13: Total Variance Explained 2C 36 Table 4.14: Rotated Component Matrix 2C 36 Table 4.15: Reliability analysis result 39 Table 4.16: Correlation Matrix 43 Table 4.17: Multiple Regression result 43 Table 4.18: Anova of Multiple Regression 44 Table 4.19: Coefficients of Multiple Regression 44 Table 4.20: Simple Regression Result 46 Table 4.21: Anova of Simple Regression 47 Table 4.22: Coeficients of Simple Regression 48 PICTURES 4.1: Regression Standardized Residual (MRL) 40 4.2: Regression Standardized Residual (MRL2) 41 FIGURES Figure 2.1: Proposed research model 15 Figure 3.1: Research process 22 h CHAPTER 1: INTRODUCTION 1.1 Research background All of the service businesses today are improving their service quality to increase customers’ satisfaction In order to achieve customer satisfaction (CS), recognizing customers' needs and being able to satisfy them is very important Great profits will come to enterprises which understand and apply effective policies of customers’ satisfaction rapidly, especially restaurant industry As Reisig and Chandek (2001) discussed the fact that customer’s expectation are different depend on their knowledge of products or service This means that if the service performance is good as they expected, customers will be satisfied Gilbert, Veloutsou, Goode & Moutinho (2004) stated that the success of a company is not how much services and goods they can provide, it is how well the company satisfies customers Along with that, satisfied customers are the long term success of h business As mentioned, great satisfied customers will bring more profit and success to the business In addition, a research has shown that customers who are not satisfied will inform to eight to ten people about their experiences (Leboeuf, 1987) so that customer satisfaction has a strong linkage with their behavior Specifically, in restaurant industry, to increase sales, the priority for restaurant owners is to understand guest satisfaction Moreover, restaurant industry has many segments and different types of service encounter so it is very important to restaurant in determine factors make customers feel satisfaction about their service Restaurants which can deliver quality service effectively and consistently will reach the level of customer satisfaction Kotler, (2011) mentioned customers look for “a set of benefit” which can satisfy their needs In addition, customers suppose restaurant services to a package, so that they will consider several of criteria for selecting dining places (Sloan, 2004) Page | In this paper, customer satisfaction of food service and restaurant in Mui Ne is mainly investigated Mui Ne stays on the Southeastern Vietnam belongs to Binh Thuan province which is a coastal resort town The town is favorite destination of Russian because of the beautiful beach and inexpensive cost of tourisms service here Mui Ne beach is tropical beach which suitable for kite surfing and windsurfing to attract more tourists come to At present, according to the report of Binh Thuan department of Culture, Sports and Tourism, in 2012, Binh Thuan tourism sector has achieved revenue of VND 4,358 billion More than 3.141 million turns of visitors including 341,160 turns of foreigners, a year-on-year increase of 13.5% came to Binh Thuan Mui Ne- Phan Thiet is becoming “a paradise of resorts” of international tourists and a “Russian village” in Viet Nam because of more than 30% Russian tourists of the total international visitors comes to Vietnam annually Contributing to the growth of Mui Ne tourism, food service and restaurant are also a key factor to encourage customers stay in Mui Ne longer h In addition, Binh Thuan tourism has the strategy to attract visitors come to Binh Thuan more often and stay longer The authorities of province try to give preferential conditions to investors to improve the quality of Mui Ne area tourism and hotels service Besides, providing quality food services has become one of the critical issues in the tourism industry The demand of restaurant and food service quality is higher when the numbers of tourist come to Mui Ne increase For these reasons, understanding customer satisfaction is more important for Mui Ne food service and restaurant in order to keep current customers and attract more visitors in the future However, there seems to be paucity of data on service quality in Mui Ne's food service and restaurant According to a number of tourists, Mui Ne food service is not as good as other coastline area It seems food service here doesn’t have investment properly Additionally, it is mentioned on Talkvietnam, there is Vietnamese restaurant discriminates Page | against Vietnamese in Mui Ne Therefore, the study of customer satisfaction about food service and restaurant is necessary to apply an appropriate management intervention Base on the result of this study, Binh Thuan province or Mui Ne food service and restaurant can figure out reflective upgrading method for their best service 1.2 Objective of the study The main purpose of this study is to explore the perception of customers towards food and restaurant services in Mui Ne and how factors related to these service effects their overall satisfaction ultimately leading to Word of mouth • Identify factors that determine the satisfaction of customers towards food and restaurant service in Mui Ne • Identify the influences of customer satisfaction to their behavior intention to word of mouth h 1.3 Significant of the study Although many studies had done research about customer satisfaction, but there was few of research focus on food service in Mui Ne In the study of Nguyen (2012), customer satisfaction of restaurant service was measure by seven factors: price, quality of food, service value for peaceful life, service value to social recognition, service value to social integration which only focus on service value Other research of Chau (2007), a Parasuraman model was adapted to measure customer satisfaction about restaurant service in Can Tho So, there seem to be few of study adapted Namkung (2009) model together with (Ramapuram & Batra, 2005) measuring factor influence customer satisfaction in restaurant industry Base on two original models, this study will build the appropriate model for Mui Ne restaurant and food service in order to measure service quality here The Page | result of this research will be the reference for restaurant owner in order to improve their business to attract more customers 1.4.Research methodology This study will exam the proposed conceptual model adapt from Namkung (2009) Questionnaire will be used to collect data and SPSS software is the main tool to analyze data The realiability and validity of measurement scales will be tested by Cronbach’s Alpha and Exploratory Factor Analysis (EFA) Regression analysis will perform to determine the relationship and impacts between factors in the model 1.5.Scope of the study The survey will be conducted in Ho Chi Minh city which is the most crowded city in Vietnam The reason is Mui Ne locates on the area not too far from Ho Chi Minh city h about 200 kilometers A lot of tours travel from Ho Chi Minh to Mui Ne In addition, easy to take bus lines from Ho Chi Minh city go to Mui Ne is one of other reason Finally, Mui Ne becomes popular choice for people living in Ho Chi Minh who want to enjoy their vacation at weekend because it doesn’t take much time to travel there 1.6.Research structure This study is formed into five chapters First chapter is introduction which presents the overview of the research includes research background, overall methodology, objective of the study, significant of the study and scope will be examined by the author Chapter two reviews the definition of six main concept in the research: perceive service quality, customer satisfaction in restaurant industry, restaurant attributes includes food quality, atmosphere, service quality and price The theory of customer satisfaction and word of mouth will be described, too Besides, this part brings out some other authors point of view Page | Service quality are found to have significant impact on customer satisfaction (β= 250, t = 5.605, p = 0.00< 0.05) Thus, Hypothesis H2 was supported H3: Customer perception of atmosphere has positive effect on customer satisfaction Atmosphere is found to have influence on customer satisfaction (β= 281, t = 6.244, p = 0.00< 0.05) Thus, Hypothesis H3 was supported H4: Customer perception of price has positive effect on customer satisfaction The result described that price had influence on customer satisfaction (β= 406, t = 9.606, p = 0.00< 0.05) Thus, Hypothesis H4 was supported 4.2.2 Simple Regression Analysis To test Hypothesis 4, the relationship between attitude toward customer satisfaction and WOM, simple regression analysis was implemented h Model Summary Change Statistics Adjusted R 593 R R R Std Error of Square Square Square the Estimate Change Change Change 352 349 60313 352 F 99.467 Sig F 000 DurbinWatson 1.978 Predictors: (Constant), CF Dependent variable: WOM Table 4.20: Simple Regression Result Page | 46 Regression Linear for Satisfaction (CF) and WOM had good result show in Table 4.20 The R-square=.349 shown 34.9 percent of the variance was accounted for DurbinWatson=1.978 closed to means there was no influences on the size of residual Sig=.000