| dc.description.abstract | This research studies to find out factors influencing dining experience on customer satisfaction, return intention and word-of-mouth endorsement at Texas Chicken - a fast food chain in Vietnamese market. The food and beverage industry is now contributing an important section in Vietnamese economy. A huge number of restaurants have been established to meet the demands of growing population, including fast food chains. As a new comer of the harsh competition, Texas Chicken needs to realize the competitive advantage in order to satisfy customers and create good reputation in Vietnamese market. The research explores a questionnaire involving 30 statements by Five-point Likert Scale to the sample size of 350 observations, in which 327 observations were valid at three branches of Texas Chicken in Ho Chi Minh City. Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) were used to measure the factors. There are seven key elements affecting on customer satisfaction at Texas Chicken, including Quality of Food, Atmosphere, Quality of Service, Convenience and Price and Value. Furthermore, the customer satisfaction also contributes an essential part on their return intention. Through the case study approach, this paper can be able in order to measure key factors that can help managers to satisfy the customer and develop the brand.
Key word: customer satisfaction, return intention, word-of-mouth. | en_US |
