Factors effecting customer behavioral intention of restaurant using Don ca tai tu as a service - Case study of restaurant in Mekong-Tien Giang tourism in Tien Giang province, Vietnam
Abstract
Purpose - The purpose of this study is to investigate the influence of three factors - Physical environment, food quality, Don ca tai tu service quality – on emotional response, restaurant image, customer perceived value, customer satisfaction, and behavioral intention.
Design/methodology/approach – Data were collected from customers at an restaurant in Mekong – Tien Giang tourism located in a Southwestern land in Vietnam by a self-directed questionnaire. The measurement and structural model was assessed and conducted based on two previous studies (Ruy, K., Lee, H.R. and Kim, W.G, 2012; Chang, W.C., Chang, L.H. and Yeh, S.S, 2013)
Findings – Structural modeling reveals that the quality of food and Don ca tai tu service were key components of restaurant image. Also, the Don ca tai tu service quality and restaurant image play an important role of getting customer perceived value. In addition, the result of restaurant image and customer perceived value are indeed a critical determinant of customer satisfaction and customer satisfaction is a main point to predict the customer behavioral intentions. Besides, another part of this structural model shows that the quality of physical environment had strong affected on behavioral intentions through customer emotional response.
Research limitations/implications – the incorporated model and study results will greatly contribute to the researchers and practitioners understanding the complex connections among eight factors that build a restaurant (Quality of physical environment, food, and Don ca tai tu service; restaurant image, customer perceived value, emotional response, customer satisfaction and behavioral intentions)
Originality/value – this research is the first to conduct a complex model that evaluate factors of restaurant – physical environment, food, and don ca tai tu service – one special service was used in a restaurant. These findings have contributed to future researches for factors that make the positive behavioral intentions in restaurant industry, especially for the Southwest restaurant using Don ca tai tu as a service.
Key word: Quality of Physical Environment, Food Quality, Don ca tai tu Service Quality, Restaurant Image, Customer Perceived Value, Emotional Response, Customer Satisfaction, Behavioral Intention.