Determinants of satisfaction and revisit intention for fast food restaurant customers

초록

The purpose of this research is to investigate the determinants of customer satisfaction and revisit intention for quick service restaurant customers. This study proposed three elements (e.g., price fairness, health concerns, and accessibility) to account for customer satisfaction and revisit intention. For the data collection, this study adopted Amazon Mechanical Turk. The study employed a survey as an instrument based on the extant literature. For the data analysis, this research employed confirmatory factor analysis, correlation analysis, and path analysis within structural equation modeling. The results indicate that price fairness positively impacts satisfaction, while health concerns negatively affect revisit intention. The results also show that accessibility is positively associated with revisit intention. Additionally, the results revealed a positive relation between customer satisfaction and revisit intention.

키워드