Research background
Fast food restaurants cater to individuals seeking fresh food served quickly, with many locations in America offering convenient drive-thru services The industry's growth began with the rise of McDonald's in the late 1940s and early 1950s Menus at fast food establishments are designed for quick and easy preparation, ensuring consistency in taste across different locations, so customers can expect the same quality regardless of where they dine.
McDonald's operates over 31,000 restaurants across 126 countries and six continents, making it a global fast-food leader Notably, the company made history on January 31, 1990, when it opened a restaurant in Moscow, which quickly became the busiest location in the world Additionally, the largest McDonald's, featuring 25,000 square feet of play tubes, an arcade, and a play center, is situated in Orlando, Florida, USA.
Fast food chains are widely prevalent globally, with Burger King operating over 11,100 locations across more than 65 countries KFC has established its presence in 25 countries, while Subway stands out as one of the fastest-growing franchises, boasting around 39,129 restaurants in 90 countries as of May 2009, marking its first non-US location opening in December.
In 1984, the global expansion of popular dining chains began to take shape, with Wienerwald extending its reach from Germany into Asia and Africa Pizza Hut emerged as a prominent player in the international market, boasting locations in 97 countries, including 100 outlets in China alone Meanwhile, Taco Bell established a presence beyond the United States, operating 278 restaurants across 14 different countries.
In Thailand, chain restaurants are perceived as venues for customers willing to invest in superior service, often featuring more appealing décor and a cleaner atmosphere than their U.S counterparts As highlighted by Polyorate and Sophonsiri (2010), these establishments leverage service quality to differentiate themselves from competitors, making the delivery of exceptional service a primary objective for many chain restaurants.
The fast food industry is vast and varied, presenting numerous opportunities for growth In response to consumer demand for healthier and innovative options, fast food franchises are adapting their offerings, pricing, and strategies to attract customers As the economy improves, the fast food sector is poised for continued evolution, with promising profitability anticipated for franchises.
Subway ranks as the tenth largest fast food chain globally, alongside other major players such as McDonald's, Starbucks, KFC, Burger King, Pizza Hut, Dunkin' Donuts, Domino's Pizza, Dairy Queen, and Papa John's Many of these brands have successfully entered the Vietnamese market, reflecting the growing popularity of fast food in the region.
Fast food restaurants offer standardized meals, ensuring that customers experience familiar flavors across all locations of a chain For instance, patrons can savor the same pizza taste at Pizza Hut outlets in both Ho Chi Minh City and Hanoi Chains like KFC and Lotteria maintain a consistent format in their restaurants, regardless of the region, providing a reliable dining experience for customers everywhere.
Vietnam's fast food industry is thriving, with over 65% of its 90 million population under the age of 35, leading to an impressive annual growth rate of 26% even amid economic downturns In 2011, Business Monitor International reported that Vietnam ranked 8th in the Asia Pacific for its favorable food and beverage business environment, highlighting the promising future of the fast food market in the country.
The fast food market in Vietnam is experiencing significant growth, featuring major players such as Lotteria with 162 locations, KFC with 130, and Jollibee with 30 outlets Recent entrants like Pizza Hut, Burger King, Popeyes, and McDonald's are also expanding their presence in the country The youthful population in Vietnam is expected to drive the development of the fast food industry, positioning the nation as an emerging market for fast food compared to other Asian markets (Hoang Phi, 2013).
The fast food industry in Vietnam experienced significant growth in 2014, highlighted by KFC reaching 180 stores after 17 years in the market and Lotteria operating 187 stores after 16 years Additionally, Pizza Hut celebrated the opening of its 50th restaurant in Vietnam that same year The IPP Group, which owns Burger King, Domino's, and Popeyes, contributes to the landscape with a total of 41 stores across the nation.
Vietnam presents a promising opportunity for the fast food industry, making it crucial for businesses to identify key factors that influence customer preferences Understanding these elements is essential for building customer loyalty and achieving success in the Vietnamese market By focusing on strategies that enhance customer satisfaction, fast food players can effectively establish a strong presence in this growing market.
Research problem
Vietnam's fast food industry is rapidly expanding, driven by a young adult population that makes up 65% of its demographic However, the influx of new entrants intensifies competition, prompting existing players to seek competitive advantages To thrive in this challenging environment, fast food restaurants must adopt market-oriented strategies that prioritize customer satisfaction and purchasing intentions This includes adapting and updating menus to better meet customer preferences and enhance overall satisfaction.
Jollibee locations in Ho Chi Minh City are becoming increasingly popular among young people and children, who often enjoy casual meals with their parents To attract more customers, many of these stores have localized their ingredients, enhancing their appeal to local tastes.
Lotteria Vietnam's marketing manager, Truong Ham Liem, emphasizes the company's commitment to continuously developing products and services, particularly fast-food rice, to cater to local teenagers and young professionals Despite global economic challenges, the fast-food sector in Vietnam remains robust, with rice becoming a key menu item to appeal to local tastes Similarly, Jollibee's vice president, Demis Flore, highlights that their rice with chicken dish accounts for 60% of the brand's total turnover, showcasing the success of localized fast-food offerings.
Vietnam's leading fast-food chains, KFC and Lotteria, are aggressively expanding their presence in the country By the end of 2012, KFC operated 116 restaurants and aims to increase that number to 200 by the end of 2015 Similarly, Lotteria, which had 100 locations in 2011, is also on track to reach 200 stores in Vietnam.
2016 In the recent years, more and more foreigner fast food player join Vietnam market and expand quickly as Pizza Hut, Jollibee, Burger King, Domino, Popeyes, Mc Donalt’s, Subway
…Burger King invests 1 store/160,000 people (Nguyên Hưng, 2012)
A 2012 report by W&S Group, an online market research firm in the Asia Pacific, revealed that individuals over the age of 16 visit fast-food restaurants at least once every three months, highlighting a significant trend among young consumers in the region.
In the competitive fast food industry of Vietnam, restaurants must navigate a challenging yet promising market landscape To thrive, they need to grasp the key factors that influence customer satisfaction and develop strategies to foster customer loyalty Additionally, enhancing customers' purchasing intentions and encouraging positive word-of-mouth recommendations are crucial, as these factors significantly impact business success in Vietnam.
Research objectives
There are two objectives of the study:
1 Identifying factors affecting customer satisfaction in the fast food restaurant industry in Vietnam
2 The relationship between customer satisfaction and customer purchase intention behavior in the fast food restaurant industry in Vietnam.
Research scope
This study examines fast food consumers in Ho Chi Minh City, Vietnam's largest economic hub with a population of ten million The city attracts residents from various provinces, highlighting its diverse demographic.
The author develops a model and questionnaire grounded in prior research, subsequently collecting data through various methods To evaluate the reliability of the scales, Cronbach's alpha is employed, followed by factor analysis to identify which items are most similarly answered by respondents Confirmatory factor analysis (CFA) is then utilized to examine the relationships among six constructs of service quality Finally, structural equation modeling (SEM) is applied to explore the connections between four factors—service quality, food quality, hedonic value, and utilitarian value—and their impact on customer satisfaction, as well as the relationship between customer satisfaction and behavioral purchase intention.
Literature review and hypothesis 2.1: Service quality
Food quality
Food quality is a crucial factor influencing customer satisfaction in fast food restaurants, as highlighted by various studies (Kivela et al., 1999; Law et al., 2004; Johns and Howard, 1998) It serves as a fundamental requirement to meet customer needs and expectations Research by Suled and Hensley (2004) indicates that while food quality is the most significant predictor of customer satisfaction, it accounts for only 17% of repeat patronage intentions, suggesting that other food attributes also play a role in shaping customer loyalty.
Food quality plays a crucial role in shaping the overall restaurant experience, focusing on technical aspects Key factors that define food quality include presentation, variety, healthy options, taste, freshness, and temperature, all of which significantly influence customer satisfaction (Namkung and Jang, 2007).
Kivela et al (1994) highlight several key attributes of food quality, including presentation, tastiness, menu item variety, and temperature The visual appeal and decoration of food significantly influence customer perceptions of quality According to Namkung and Jang (2007), food presentation plays a crucial role in modeling dining satisfaction and encouraging repeat patronage.
A diverse menu with a wide range of food and beverage options is essential for meeting customer demands and enhancing dining satisfaction Proactive restaurants recognize that offering a variety of menu items significantly contributes to perceived food quality and overall customer experience (Kivela et al., 1999; Raajppot, 2002).
Customers not only seek variety in restaurant menus but also prioritize the nutritional value of the food Healthy options play a crucial role in shaping customers' perceptions of their dining experience, as highlighted by John & Tyas (1996) Nutritious meals are essential for enhancing dining satisfaction and encouraging repeat visits, reflecting a growing interest in healthier menu choices among patrons.
Taste of food and the freshness of food show how delicious of the food Taste of food is believed to influence restaurant customer satisfaction and future behavior intentions (Kivela.,
1999) Freshness of food has been cited as a crucial intrinsic quality cue of food (John & Tyas, 1996; Kivela et al., 1999)
Temperature effects to flavors, taste, smell, and color of food Temperature is a sensory element of food quality (Namkung and Jang, 2007).
Hedonic value
Customers are increasingly seeking fast food restaurants that offer a fun and fantasy-driven experience, emphasizing sensory stimulation and enjoyment This desire for hedonic value highlights the importance of entertainment and emotional engagement, as it is more subjective and personal compared to utilitarian aspects According to Babin et al (1994), hedonic value is rooted in excitement and playfulness rather than mere task completion It reflects the experiential and affective nature of dining, focusing on non-instrumental attributes that enhance the overall enjoyment of the meal (Ryu et al., 2010).
Hedonic value captures the adventurous essence of shopping, emphasizing its entertainment and emotional aspects rather than merely focusing on achieving specific goals This concept assesses the overall worth of the consumption experience, providing a broader understanding of its value.
Utilitarian value
Utilitarian value refers to the conscious pursuit of intended outcomes, emphasizing functionality and cognitive aspects in consumer behavior It is assessed based on how well products or services meet instrumental expectations, enabling consumers to achieve their goals efficiently and with minimal hassle In this perspective, consumers prioritize timely and effective purchases to fulfill their needs.
Hedonic value and utilitarian value are essential concepts that represent how consumers assess their consumption experiences The utilitarian dimension focuses on practical benefits and functional aspects, while the hedonic dimension emphasizes enjoyment and pleasure derived from the experience (Ryu et al., 2010).
Thus, in this study, the author adopts this two dimensional conceptualization of consumer value.
Customer satisfaction
Customer satisfaction is a vital measure of a company's performance across past, present, and future contexts It plays a central role in marketing by addressing customer needs and desires, stemming from their post-consumption evaluations of services Defined as the level of happiness a customer feels towards a product or service at a specific moment (Namkung and Jang, 2007), customer satisfaction reflects a customer's fulfillment response (Rust and Oliver, 1994) and is characterized as an emotional reaction to their interaction experiences (Heung and Ngai, 2008) According to Hunt (1977), it is the assessment that the product experience meets or exceeds expectations.
Customer satisfaction is achieved when individuals receive a product or service that meets or exceeds their expectations According to Bitner and Hubbert (1994), satisfaction can be viewed through the lens of service encounters and overall experiences A service encounter refers to the satisfaction derived from a specific interaction, while overall satisfaction encompasses multiple encounters (Polyrat and Sophonsiri, 2010) Ultimately, customer satisfaction involves a comprehensive evaluation process that assesses the gap between prior expectations and actual experiences (Han and Ryu, 2009).
Behavioral purchase intention
Purchase intention can be classified as one of the components of consumer cognitive behavior on how an individual intends to buy a specific brand or product.
Behavioral intention reflects customers' beliefs and their desire to connect with a company When customers express positive sentiments, recommend the company to others, and demonstrate loyalty, it indicates their satisfaction (Namkung and Jang, 2007) Satisfied customers are more likely to generate repeat business and positive word of mouth, ultimately enhancing a firm's profitability A higher level of customer satisfaction significantly boosts purchasing intentions, which encompass visiting, revisiting, recommending, and sharing positive feedback about the company.
Hypothesis development
Relationship between service quality and customer satisfaction:
Service quality is a crucial determinant of customer satisfaction, as established in numerous studies (Antony et al., 2004; Ladhari, 2009; Sivadas and Baker-Prewitt, 2000) It has a direct and positive impact on customer satisfaction (Qin and Prybutok, 2009; Polyrat and Sophonsiri, 2010) In the competitive fast food industry, where customers have an abundance of choices, they are becoming increasingly discerning, making it challenging for brands to meet their expectations Today's consumers prioritize service quality, which encompasses six key dimensions: reliability, responsibility, assurance, empathy, recovery, and tangibles.
Customers have elevated expectations for cleanliness and convenience in restaurants, particularly regarding the attitude and training of staff Research indicates that the quality of service is a crucial factor influencing customer satisfaction.
The first research hypothesis is:
H1: Service quality has a positive effect on customer satisfaction
Relationship between food quality and customer satisfaction:
Food quality is a crucial factor in the overall dining experience, significantly influencing customer satisfaction, particularly in fast food establishments Research indicates that as customers' incomes rise, their focus on food quality intensifies, driven by health considerations and a desire for delicious, fresh, and well-presented meals In Vietnam, diners increasingly prioritize food quality when selecting restaurants, highlighting the importance of not only taste but also the visual appeal of dishes.
As a result, the second hypothesis is:
H2: Food quality has a positive effect on customer satisfaction
Relationship between hedonic value and customer satisfaction:
Ryu et al (2010) and Babin et al (1994) highlight that hedonic value significantly impacts customer satisfaction In today's fast-paced world, where individuals face high levels of stress from family, work, and school, they seek dining experiences that provide not only good food and service but also positive emotions Fast food restaurants have become popular venues for celebrations, such as children's birthday parties, as parents look for fun and exciting environments Customers prioritize enjoyment over mere sustenance, making hedonic value a crucial element for fast food establishments aiming to enhance customer satisfaction.
H3: Hedonic value has a positive effect on customer satisfaction
Relationship between utilitarian value and customer satisfaction:
According to Ryu et al (2010), utilitarian value significantly influences customer satisfaction, particularly as modern customers face time constraints during meals With an increasing demand for efficiency, customers are becoming more discerning, carefully considering how they spend their time and money They seek quick service to save time and prefer convenient dining experiences that offer economic meal options Ultimately, the perceived value of a meal must align with its cost, as utilitarian factors play a crucial role in enhancing customer happiness.
H4: Utilitarian value has a positive effect on customer satisfaction
Relationship between customer satisfaction and behavioral purchase intention:
High levels of customer satisfaction significantly enhance purchase intentions and encourage recommendations, as noted by Getty and Thompson (1994) Han and Ryu (2007) further emphasize that satisfied customers are more likely to revisit and promote a restaurant through positive word of mouth In Vietnam, young people often dine in groups, making word of mouth a powerful marketing tool When customers are pleased with their dining experience, they tend to remember the restaurant's address and are inclined to return Additionally, satisfied customers are likely to share their experiences with friends and family and may even choose the restaurant for special occasions such as birthday or farewell parties Overall, customer satisfaction plays a crucial role in driving future purchase intentions.
H5: Customer satisfaction has a positive effect on behavioral purchase intention.
Research Methodology 3.1: Research design
Measurement scale
Base on the literature, the researcher set up the survey instrument, using scales as follow:
All the measurement scales used Likert scale from 1 (completely disagree) to 7 (completely agree)
Service quality: Quin and Prybutok (2009) research that service quality includes
6 construct: reliability, tangibles, responsiveness, assurance, empathy, and recovery
There are five items for the first construct: reliability:
REL1 providing service as promised
Tangible is measured by five items:
TAN3 Using disposable gloves and hair net
RES1 Telling exact service time
RES4 Employees willing to help
Assurance has four following items:
ASS2 Feel safe for financial transactions
There are four items to measure empathy:
EMP1 Available of utensil, etc
Recovery is presented by four following items:
REC1 Employee quickly apology for mistake
REC2 Care about customer complaint
REC3 Skill and ability to deal with complaint
REC4 Employees empower to provide compensation
Food quality is measured by six items according scales of Namkung and Jang (2007) FQ1 Food presentation is visually attractive
FQ2 The restaurant offers a variety of menu items
FQ3 The restaurant offers healthy options
FQ4 The restaurant serves tasty food
FQ5 The restaurant serves fresh food
FQ6 Food is served at the appropriate temperature
According to Ryu et al (2010), there are four items to measure hedonic value:
HV1 I ate out at fast a fast food restaurant since I could have good feeling HV2 Eating out at the fast food restaurant was fun and pleasant
HV3 The dining experience at the fast food restaurant was truly a joy
HV4 During the dining experience at the fast food restaurant, I felt the excitement of searching food
Ryu et al (2010) are used three times to measure utilitarian value construct:
UV1 Eating out at the fast food restaurant was convenient
UV2 It was waste of money when eating out at the fast food restaurant
UV3 Service at the fast food restaurant was quick
Namkung and Jang (2007) measure customer satisfaction based on two items:
SAS1 I am satisfy with the service in this restaurant
SAS2 I am pleases to have visited the restaurant
Customer satisfaction towards behavioral intentions is measured by three items borrowed from the scales of Ryu et al (2010)
BI1 I would like to come back to the restaurant in the future
BI2 I would recommend the restaurant to my friends or others
BI3 I would more frequently visit the restaurant
In totally, the study used 44 items to measure 11 constructs, include 9 independent variables and 2 dependent variables.
Data collection
According to Hair et al (2010), the minimum number of observations required is five times the number of items, which in this research totals 44, resulting in over 220 samples Tabanik and Fidell (1991) suggest that the minimum observation should be calculated as 50 plus 8 times the number of independent variables; with four independent variables in this study, the minimum observation needed is 82 To ensure robust results, the authors aimed to collect 300 responses, ultimately using over 300 observations to gather comprehensive feedback.
The author conducted a questionnaire survey targeting respondents in Ho Chi Minh City through three methods: delivering hard copies directly, conducting interviews, and sending a Google Docs link via email, Facebook, and Yahoo chat Participants completed the survey by clicking on their answers and submitting the form After three weeks, the author gathered a total of 236 responses through Google Docs.
The researcher distributed 200 hard copies of a survey to friends, colleagues, and students at the University of Economics and the University of Natural Sciences for interviews In response, 142 completed surveys were returned in hard copy format.
After reviewing 378 responses from both Google Docs and hard copies, the author eliminated erroneous answers, including those with missing information or identical values for most questions It was noted that some hard copy respondents did not answer enough questions in the questionnaire Ultimately, the author obtained 319 usable responses for analysis, which satisfied the minimum sample size requirement for the research.
Table 1: the results of collecting questionnaires
Interview and send survey by hard copy
Using email, Facebook, yahoo chat
The data collected from the online survey proved to be more effective than that gathered through hard copies, as respondents had more time to reflect on their answers and felt a sense of anonymity This environment encouraged honesty in their responses Additionally, the online format required participants to answer a sufficient number of questions before submission, ensuring data quality However, the lengthy questionnaire, consisting of 44 items and 4 general questions, took approximately 15 minutes to complete, resulting in only 319 out of 378 responses meeting the survey's criteria.
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze.
The reliability test – Cronbach’s alpha
This chapter outlines effective strategies for addressing research questions, focusing on six key components: research design, research process, research scale, sample size, data collection procedures, and data analysis methods.
The author investigates the factors influencing customer satisfaction and its impact on behavioral purchase intention within Vietnam's fast food industry The study evaluates how service quality, food quality, hedonic value, and utilitarian value contribute to customer satisfaction, highlighting six service quality constructs: reliability, responsibility, tangibility, recovery, empathy, and assurance A conceptual research model is illustrated in Figure 1 Primary data were collected from consumers in Ho Chi Minh City using a questionnaire survey as the data collection method.
The researcher developed a questionnaire based on the items and scales from previous studies, as illustrated in Figure 3.2 This questionnaire consists of two sections: the first section gathers general demographic information, including age, income, gender, and occupation, while the second section encompasses all items depicted in Figure 3.2 To facilitate understanding, the questionnaire was translated into Vietnamese for distribution to respondents.
The author conducted a two-phase research process, beginning with a pilot study involving direct interviews with twenty individuals in Ho Chi Minh City, primarily consisting of friends and colleagues This initial phase aimed to gather feedback on the primary questionnaire, allowing the researcher to identify and modify unclear wording to enhance comprehension and response accuracy As a result, the questionnaire was refined to better align with the Vietnamese market, ensuring clarity and ease of understanding (See appendix 1).
Base on the literature, the researcher set up the survey instrument, using scales as follow:
All the measurement scales used Likert scale from 1 (completely disagree) to 7 (completely agree)
Service quality: Quin and Prybutok (2009) research that service quality includes
6 construct: reliability, tangibles, responsiveness, assurance, empathy, and recovery
There are five items for the first construct: reliability:
REL1 providing service as promised
Tangible is measured by five items:
TAN3 Using disposable gloves and hair net
RES1 Telling exact service time
RES4 Employees willing to help
Assurance has four following items:
ASS2 Feel safe for financial transactions
There are four items to measure empathy:
EMP1 Available of utensil, etc
Recovery is presented by four following items:
REC1 Employee quickly apology for mistake
REC2 Care about customer complaint
REC3 Skill and ability to deal with complaint
REC4 Employees empower to provide compensation
Food quality is measured by six items according scales of Namkung and Jang (2007) FQ1 Food presentation is visually attractive
FQ2 The restaurant offers a variety of menu items
FQ3 The restaurant offers healthy options
FQ4 The restaurant serves tasty food
FQ5 The restaurant serves fresh food
FQ6 Food is served at the appropriate temperature
According to Ryu et al (2010), there are four items to measure hedonic value:
HV1 I ate out at fast a fast food restaurant since I could have good feeling HV2 Eating out at the fast food restaurant was fun and pleasant
HV3 The dining experience at the fast food restaurant was truly a joy
HV4 During the dining experience at the fast food restaurant, I felt the excitement of searching food
Ryu et al (2010) are used three times to measure utilitarian value construct:
UV1 Eating out at the fast food restaurant was convenient
UV2 It was waste of money when eating out at the fast food restaurant
UV3 Service at the fast food restaurant was quick
Namkung and Jang (2007) measure customer satisfaction based on two items:
SAS1 I am satisfy with the service in this restaurant
SAS2 I am pleases to have visited the restaurant
Customer satisfaction towards behavioral intentions is measured by three items borrowed from the scales of Ryu et al (2010)
BI1 I would like to come back to the restaurant in the future
BI2 I would recommend the restaurant to my friends or others
BI3 I would more frequently visit the restaurant
In totally, the study used 44 items to measure 11 constructs, include 9 independent variables and 2 dependent variables
According to Hair et al (2010), the minimum number of observations should be five times the number of items, which in this research totals 44, resulting in over 220 samples Additionally, Tabanik and Fidell (1991) suggest that the minimum observation should be calculated as 50 + 8 times the number of independent variables; with four independent variables in this study, the minimum observation required is 82 To ensure robust data collection, the authors aimed for 300 responses, ultimately utilizing more than 300 observations to gather comprehensive feedback.
The survey conducted in Ho Chi Minh City utilized three methods for data collection: direct distribution of hard copies, in-person interviews, and online links sent through email, Facebook, and Yahoo chat Respondents accessed the survey via Google Docs, where they selected their answers and submitted the form After three weeks, a total of 236 responses were collected through this online platform.
The researcher distributed 200 hard copies of a survey to friends, colleagues, and students at the University of Economics and the University of Natural Science for interviews In response, the researcher received 142 completed surveys in hard copy format.
After reviewing 378 responses from both Google Docs and hard copies, the author eliminated erroneous answers, including those that were incomplete or provided identical values for most questions It was also noted that some hard copy responses lacked sufficient answers Ultimately, the author obtained 319 valid responses for analysis, meeting the minimum sample size requirement for the research.
Table 1: the results of collecting questionnaires
Interview and send survey by hard copy
Using email, Facebook, yahoo chat
The data collected from the online survey proved to be more effective than that obtained through hard copies, as respondents had more time to reflect on their answers and felt more at ease due to the anonymity of the online format Additionally, the survey design required participants to complete all questions before submission, which ensured a higher quality of responses However, the lengthy questionnaire, consisting of 44 items plus four general questions, took approximately 15 minutes to complete, resulting in only 319 out of 378 responses meeting the survey requirements.
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze
After consolidating the survey responses into an Excel file, the author analyzed the raw data using SPSS software To assess the reliability and validity of the measurement scales, the researcher employed Cronbach’s alpha and conducted validity tests Subsequently, confirmatory factor analysis (CFA) was performed to evaluate the significance of all items Finally, structural equation modeling (SEM) and bootstrap techniques were utilized to examine the relationships between independent and dependent variables, leading to the formulation of the hypothesis illustrated in Figure 2.7.
CHAPTER 4 DATA ANALYSIS AND RESULT
In this chapter, the author presents the research findings and analysis, detailing the data collection process and respondent statistics The reliability and validity of the scales were assessed using Cronbach’s alpha and exploratory factor analysis Additionally, SPSS software was employed to examine the impact of four factors on customer satisfaction and to explore the relationship between customer satisfaction and behavioral purchase intention.
The survey was distributed through various channels, including mail, Facebook, Yahoo chat, and direct interviews, resulting in 378 responses After filtering out invalid entries, the final sample consisted of 319 usable cases The questionnaire gathered demographic information, categorizing respondents into four age groups: under 20, 20-29, 30-39, and 40 and older Participants selected from six career options: staff, student, supervisor, housewife, freelancer, and other Income was classified into four brackets: under five million, five to ten million, ten to fifteen million, and over fifteen million The majority of respondents identified as office staff and students, with women representing 62% and men 28% of the sample Notably, 54.8% of respondents were aged 20 to 40, and 64.7% reported monthly incomes between five and fifteen million.
The below table is summarizing of four general questions:
4.2 THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST
Cronbach’s alpha was utilized to assess the reliability of scale factors, with each factor requiring a minimum of three items (Nguyen, 2013) This statistical measure allowed for the identification and removal of unreliable or unsuitable scales, ensuring that all items within a scale effectively measured the research concept A Cronbach’s alpha value of 0.6 or higher indicates acceptable internal reliability, while an item is deemed acceptable if its corrected item-total correlation is 0.3 or above (Nunnally & Bernstein, 1994) A Cronbach’s alpha exceeding 0.95 suggests the presence of redundant items, necessitating a review of the questionnaire to evaluate the relevance of each item and make modifications as needed Notably, the customer satisfaction factor contained only two items, resulting in no Cronbach’s alpha calculation for this construct.
The researcher used Cronbach’s alpha to test the reliability of all scales factors and found that some items should be deleted
Cronbach's Alpha if Item Deleted Cronbach's alpha Reliability
The analysis indicated that certain items needed to be removed to enhance Cronbach’s alpha values Specifically, deleting item FQ1 from the food quality construct raised the alpha from 0.833 to 0.865 Additionally, the removal of item TAN5 resulted in an increase from 0.757 to 0.818, while deleting item HV4 improved the value from 0.747 to 0.851.
After deleted three items FQ1, TẠN, HV4, the result of testing reliability by Cronbach’s alpha as in table 2:
Table 4: the result of the Cronbach’s alpha
Cronbach's Alpha if Item Deleted Cronbach's alpha Reliability
After removing three items (TAN 5, FQ1, and HV4), Cronbach’s alpha improved to a range between 0.681 and 0.857, indicating acceptable reliability, with all corrected item-total correlations exceeding 0.3 This suggests that Vietnamese consumers may prioritize parking less than consumers in other countries Additionally, the presentation of food was not a significant factor influencing customer decisions in fast food restaurants The remaining 41 items passed the reliability test and were deemed suitable for the main survey to test the study hypothesis.
The structural equation modelling
In this chapter, the author explores effective strategies for addressing research questions, highlighting six key components: research design, research process, research scale, sample size, data collection procedures, and data analysis methods.
The article investigates the factors influencing customer satisfaction and its impact on purchase intentions within Vietnam's fast food industry The researcher analyzes the effects of service quality, food quality, hedonic value, and utilitarian value on customer satisfaction, while also exploring the relationship between customer satisfaction and behavioral purchase intentions Service quality is assessed through six constructs: reliability, responsibility, tangibility, recovery, empathy, and assurance The study utilizes primary data collected from consumers in Ho Chi Minh City through a questionnaire survey, as illustrated in the conceptual research model presented in Figure 1.
The researcher developed a questionnaire based on the items and scales from previous research illustrated in Figure 3.2 This questionnaire consists of two sections: the first section gathers general information such as age, income, gender, and occupation, while the second section includes all items presented in Figure 3.2 To facilitate understanding, the author translated the questionnaire into Vietnamese for distribution to respondents.
The author conducted a two-phase research approach, consisting of a pilot study and a main survey In the pilot study, the researcher interviewed twenty individuals in Ho Chi Minh City to gather feedback on the initial questionnaire These participants, who were friends and colleagues of the author, provided insights that helped identify which terms needed modification for better clarity and comprehension Based on this feedback, the questionnaire was refined to better align with the Vietnamese market, making it clearer and more user-friendly (See appendix 1).
Base on the literature, the researcher set up the survey instrument, using scales as follow:
All the measurement scales used Likert scale from 1 (completely disagree) to 7 (completely agree)
Service quality: Quin and Prybutok (2009) research that service quality includes
6 construct: reliability, tangibles, responsiveness, assurance, empathy, and recovery
There are five items for the first construct: reliability:
REL1 providing service as promised
Tangible is measured by five items:
TAN3 Using disposable gloves and hair net
RES1 Telling exact service time
RES4 Employees willing to help
Assurance has four following items:
ASS2 Feel safe for financial transactions
There are four items to measure empathy:
EMP1 Available of utensil, etc
Recovery is presented by four following items:
REC1 Employee quickly apology for mistake
REC2 Care about customer complaint
REC3 Skill and ability to deal with complaint
REC4 Employees empower to provide compensation
Food quality is measured by six items according scales of Namkung and Jang (2007) FQ1 Food presentation is visually attractive
FQ2 The restaurant offers a variety of menu items
FQ3 The restaurant offers healthy options
FQ4 The restaurant serves tasty food
FQ5 The restaurant serves fresh food
FQ6 Food is served at the appropriate temperature
According to Ryu et al (2010), there are four items to measure hedonic value:
HV1 I ate out at fast a fast food restaurant since I could have good feeling HV2 Eating out at the fast food restaurant was fun and pleasant
HV3 The dining experience at the fast food restaurant was truly a joy
HV4 During the dining experience at the fast food restaurant, I felt the excitement of searching food
Ryu et al (2010) are used three times to measure utilitarian value construct:
UV1 Eating out at the fast food restaurant was convenient
UV2 It was waste of money when eating out at the fast food restaurant
UV3 Service at the fast food restaurant was quick
Namkung and Jang (2007) measure customer satisfaction based on two items:
SAS1 I am satisfy with the service in this restaurant
SAS2 I am pleases to have visited the restaurant
Customer satisfaction towards behavioral intentions is measured by three items borrowed from the scales of Ryu et al (2010)
BI1 I would like to come back to the restaurant in the future
BI2 I would recommend the restaurant to my friends or others
BI3 I would more frequently visit the restaurant
In totally, the study used 44 items to measure 11 constructs, include 9 independent variables and 2 dependent variables
According to Hair et al (2010), the minimum number of observations should be five times the number of items, resulting in over 220 samples for a research study with 44 items Tabanik and Fidell (1991) suggest that the number of observations should exceed 50 plus 8 times the number of independent variables; with four independent variables in this study, the minimum required observations amount to 82 To ensure robust data collection, the authors aimed for 300 responses, ultimately utilizing over 300 observations to gather comprehensive feedback.
The author conducted a questionnaire survey among residents of Ho Chi Minh City using three methods: distributing hard copies directly, conducting interviews, and sharing a Google Docs link online The survey link was sent via email, Facebook, and Yahoo chat, allowing respondents to easily click on their answers and submit the form After three weeks, the author collected a total of 236 responses through Google Docs.
The researcher distributed 200 hard copies of a survey to friends, colleagues, and students at the University of Economics and the University of Natural Sciences for interviews In response, they received 142 completed surveys in hard copy format.
After reviewing 378 responses from both Google Docs and hard copies, the author eliminated erroneous answers, including those with missing responses or identical values for most questions Additionally, some hard copy submissions were found to have insufficient answers Ultimately, the author obtained 319 usable responses for analysis, which satisfied the minimum sample size requirement for the research.
Table 1: the results of collecting questionnaires
Interview and send survey by hard copy
Using email, Facebook, yahoo chat
The data collected from the online survey proved to be more effective than that gathered through hard copies Respondents had the advantage of taking their time to reflect on their answers, feeling more at ease since their identities remained anonymous Additionally, the online format ensured that participants could not submit their responses until all questions were answered, promoting completeness However, the lengthy questionnaire, comprising 44 items and 4 general questions—totaling 48 questions—required approximately 15 minutes to complete Consequently, only 319 out of 378 responses met the survey's requirements.
Finally, 319 answers were reviewed and imputed the raw data in SPSS statistic with the scales in the figure 3.2 to analyze
After consolidating the survey responses into an Excel file, the author analyzed the raw data using SPSS software To assess the reliability and validity of the measurement scales, the researcher applied Cronbach’s alpha and conducted validity tests Subsequently, Confirmatory Factor Analysis (CFA) was employed to evaluate the significance of all items Finally, Structural Equation Modeling (SEM) and bootstrap techniques were utilized to examine the relationships between independent and dependent variables, supporting the hypotheses presented in Figure 2.7.
CHAPTER 4 DATA ANALYSIS AND RESULT
In this chapter, the author presents the research findings and analysis, detailing the data collection process and respondent statistics The reliability and validity of the scales were assessed using Cronbach’s alpha and exploratory factor analysis Additionally, SPSS software was utilized to examine the impact of four factors on customer satisfaction and to explore the relationship between customer satisfaction and behavioral purchase intention.
The survey, distributed via mail, Facebook, Yahoo chat, and direct interviews, garnered 378 responses, ultimately yielding 319 usable cases after filtering out invalid submissions The questionnaire gathered demographic information, categorizing respondents by age (under 20, 20-29, 30-39, and 40+), career (options included staff, student, supervisor, housewife, freelancer, and other), and income (grouped as below 5 million, 5-10 million, 10-15 million, and above 15 million) The findings revealed that the majority of respondents were office staff and students, with women representing 62% and men 28% of the total sample Additionally, 54.8% of respondents were aged between 20 and 40, and 64.7% reported an income ranging from 5 to 15 million per month.
The below table is summarizing of four general questions:
4.2 THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST
Cronbach's alpha was employed to assess the reliability of scale factors, each containing at least three items (Nguyen, 2013) This measure facilitated the identification and elimination of unreliable or unsuitable scales, ensuring that all items within a scale effectively measured the research concept A Cronbach's alpha value of 0.6 or higher indicates acceptable internal reliability, while an item is deemed acceptable if its corrected item-total correlation is 0.3 or above (Nunnally & Bernstein, 1994) Conversely, a Cronbach's alpha exceeding 0.95 suggests potential redundancy among items, necessitating a review of the questionnaire to evaluate the relevance of each item and make modifications as needed for conceptual alignment Notably, customer satisfaction was assessed with only two items, rendering it impossible to calculate a Cronbach's alpha for this factor.
The researcher used Cronbach’s alpha to test the reliability of all scales factors and found that some items should be deleted
Cronbach's Alpha if Item Deleted Cronbach's alpha Reliability
The analysis of Table 1 indicated that certain items needed to be removed to enhance the Cronbach’s alpha values Specifically, for the food quality construct, deleting item FQ1 raised the Cronbach’s alpha from 0.833 to 0.865 Additionally, the removal of item TAN5 improved the alpha from 0.757 to 0.818, while deleting item HV4 resulted in an increase from 0.747 to 0.851.
After deleted three items FQ1, TẠN, HV4, the result of testing reliability by Cronbach’s alpha as in table 2:
Table 4: the result of the Cronbach’s alpha
Cronbach's Alpha if Item Deleted Cronbach's alpha Reliability
After removing three items (TAN 5, FQ1, and HV4), Cronbach’s alpha improved to a range between 0.681 and 0.857, indicating acceptable reliability, with all corrected item-total correlations exceeding 0.3 This suggests that Vietnamese consumers may prioritize parking less than their counterparts in other countries Additionally, the presentation of food was not a significant factor influencing customer decisions in fast food restaurants The remaining 41 items passed the reliability test and were deemed suitable for inclusion in the main survey to evaluate the study's hypotheses.
Conclusion, implication and limitation 5.1: Conclusion
Managerial implication
The research confirms that all hypotheses are supported, highlighting that customers prioritize service quality when selecting a fast food restaurant Additionally, customer satisfaction significantly influences their behavioral intentions Key factors contributing to customer satisfaction in this context include the quality of service provided.
The researcher emphasizes the importance of six key dimensions of service quality for fast food restaurants: reliability, assurance, responsibility, empathy, recovery, and tangibility These constructs are essential for enhancing overall service quality in the fast food industry.
To attract customers, restaurant owners must train their staff to deliver excellent service and ensure customer satisfaction Research indicates that understanding customer needs is crucial in the restaurant industry.
Food quality plays a crucial role in customer satisfaction, as diners prioritize menu items that are healthy, delicious, and fresh Additionally, the temperature at which food is served is a significant concern for customers, making it essential for restaurants to deliver dishes at the appropriate temperature to enhance the dining experience.
In addition to food and service quality, customers seek restaurants that provide a pleasant atmosphere and enjoyable experience for their meals Dining is not just about satisfying hunger; it's also about relaxation and enjoyment Therefore, restaurants should pay attention to their ambiance, including accommodation, decor, and music Meanwhile, the fast food industry focuses on convenience, offering quick service and quality food to meet customer demands.
The SEM analysis reveals a significant correlation between customer satisfaction and behavioral purchase intention, with customer satisfaction accounting for 64.5% of the variance in purchase intentions This indicates that satisfied customers are more likely to intend to make a purchase.
To ensure customer satisfaction, restaurant owners must prioritize key elements such as service quality—encompassing reliability, assurance, tangibles, recovery, responsibility, and empathy—alongside food quality, hedonic value, and utilitarian value By focusing on these aspects, fast food establishments can attract and retain loyal customers, enhancing their overall experience When restaurants effectively communicate the value of what customers pay for, it fosters satisfaction, encourages repeat visits, and promotes word-of-mouth referrals.
Limitation
Consumer behavioral intentions in Vietnam vary significantly across regions—North, Central, and South The findings from Ho Chi Minh City alone do not represent the entire Vietnamese consumer base Each region exhibits distinct habits, lifestyles, and behaviors, highlighting the need for further research that includes additional cities to gain a comprehensive understanding of consumer behavior in Vietnam.
The study primarily surveyed office staff, overlooking the significant influence of teenagers, who represent a substantial portion of fast food restaurant patrons Given their ability to make independent decisions, it's crucial to include this demographic in future research to better understand their impact on the fast food industry.
While service quality, food quality, hedonic value, and utilitarian value account for only 53% of customer satisfaction, further research is needed to identify additional factors influencing this satisfaction As average income rises, customers become more discerning, leading to an increase in their needs and expectations Consequently, customers are now considering a broader range of factors beyond the four identified in the study.
Future research should expand to survey respondents from various cities and provinces, incorporating a diverse age range and different environments to enhance the representativeness of the study results Additionally, it is essential to explore a broader array of factors that could improve the explanation of customer satisfaction, which currently stands at 53% in this study.
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Chào các anh/chị, tôi là Phan Thị Kim Sương, hiện đang nghiên cứu các yếu tố ảnh hưởng đến sự hài lòng của khách hàng và hành vi mua hàng trong ngành thức ăn nhanh Rất mong các anh/chị hỗ trợ tôi bằng cách điền vào khảo sát dưới đây Cảm ơn sự giúp đỡ của các anh/chị!
Khi nghĩ về một nhà hàng thức ăn nhanh như Lotteria, KFC hay Pizza Hut mà tôi đã từng đến, tôi nhận thấy rằng các đặc điểm nổi bật của những nơi này bao gồm thực đơn đa dạng, phục vụ nhanh chóng và không gian thoải mái Chất lượng món ăn thường ổn định và giá cả hợp lý, thu hút nhiều khách hàng Bên cạnh đó, dịch vụ khách hàng cũng rất quan trọng, với nhân viên thân thiện và nhiệt tình Những yếu tố này góp phần tạo nên trải nghiệm ẩm thực tích cực tại các nhà hàng thức ăn nhanh.
Thang đo: từ 1 – 7 :hoàn toàn đồng ý – hoàn toàn không đồng ý
1 Nhà hàng có các dịch vụ như họ đã thông tin : 1 2 3 4 5 6 7
2 Nhà hàng này có sự đồng cảm và yên tâm : 1 2 3 4 5 6 7
3 Nhà hàng này đáng tin cậy : 1 2 3 4 5 6 7
4 Nhà hàng luôn phục vụ đúng lịch : 1 2 3 4 5 6 7
7 Đồng phục nhân viên phục vụ tại nhà hàng đẹp : 1 2 3 4 5 6 7
8 Nhân viên có sử dụng găng tay và nón: 1 2 3 4 5 6 7
9 Nhà hàng có chỗ ngồi thoải mái : 1 2 3 4 5 6 7
10 Nhà hàng có chỗ đậu xe thuận tiện : 1 2 3 4 5 6 7
11 Mang thức ăn ra trong đúng thời gian đã hẹn trước : 1 2 3 4 5 6 7
12 Nhân viên luôn sẵn sàng để phục vụ : 1 2 3 4 5 6 7
13 Dịch vụ của nhà hàng đúng như đã cam kết : 1 2 3 4 5 6 7
14 Nhân viên luôn giúp đỡ và hướng dẫn tận tình cho khách : 1 2 3 4 5 6 7
15 Nhân viên đáng tin cậy : 1 2 3 4 5 6 7
17 Nhân viên tạo được cảm giác thân thiện : 1 2 3 4 5 6 7
18 Nhân viên có hiểu biết : 1 2 3 4 5 6 7
19 Nhà hàng luôn có sẵn đồ dùng để phục vụ : 1 2 3 4 5 6 7
20 Thời gian mở cửa phục vụ hợp lý : 1 2 3 4 5 6 7
21 Nhà hàng đặt tại địa điểm thuận lợi : 1 2 3 4 5 6 7
22 Nhà hàng đóng gói thức ăn một cách cẩn thận 1 2 3 4 5 6 7
23 Nhân viên xin lỗi khi có sai sót : 1 2 3 4 5 6 7
24 Nhân viên tiếp nhận và quan tâm đến ý kiến đóng góp của khách hàng :
25 Nhân viên tiếp thu và xử lý các phàn nàn của khách hàng : 1 2 3 4 5 6 7
26 Nhân viên được quyền đền bù cho khách hàng khi có sự cố : 1 2 3 4 5 6 7
27 Món ăn được trình bày đẹp mắt, hấp dẫn : 1 2 3 4 5 6 7
28 Nhà hàng này có nhiều món để chọn lựa : 1 2 3 4 5 6 7
29 Nhà hàng này cung cấp các món ăn tốt cho sức khỏe : 1 2 3 4 5 6 7
30 Nhà hàng này có các món ăn ngon : 1 2 3 4 5 6 7
31 Nhà hàng này cung cấp thức ăn mới 1 2 3 4 5 6 7
32 Thức ăn được dọn ra còn nóng : 1 2 3 4 5 6 7
33 Tôi chọn nhà hàng này vì muốn có cảm giác thoải mái : 1 2 3 4 5 6 7
34 Ăn tại quán ăn nhanh như ở nhà hàng này đem lại không khí vui vẻ :
35 Ăn tại quán ăn nhanh như ở nhà hàng này thực sự là một sự thưởng thức :
36 Tôi thích cảm giác lựa chọn món tại nhà hàng này 1 2 3 4 5 6 7
37 Nhà hàng thức ăn nhanh này rất thuận tiện : 1 2 3 4 5 6 7
38 Ăn tại nhà hàng thức ăn nhanh này xứng đáng với số tiền tôi đã bỏ ra :
39 Thời gian phục vụ nhanh : 1 2 3 4 5 6 7