THE IMPACT OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON REVISIT INTENTION IN RESTAURANTS: A STUDY OF RESTAURANTS IN HO CHI MINH CITY

Abstract

The study explores the relationship between service quality, customer satisfaction, and the intention to revisit the restaurant. In addition, the study also examines the mediating role of customer satisfaction in the relationship between service quality and revisit intention in the restaurant. We used the convenience sampling method to collect data from 494 customers who had utilized the restaurant's services. The data was analyzed using SmartPLS 4.0 software. The research results indicate that service quality and customer satisfaction have a positive impact on the restaurant's revisit intention. In addition, customer satisfaction also plays a mediating role in the positive relationship between service quality and the intention to return to the restaurant. Based on the findings, the study also suggests several solutions to enhance customer satisfaction and revisit intention.