Relationships between service personal values, service attributes and customer satisfaction a study of restaurant services in v

INTRODUCTION

RESEARCH BACKGROUND

In Vietnam, the service sector contributed approximately 37.7% to the GDP in 2011, with hotels and restaurants accounting for about 11.4% As the economy develops, there is a growing demand for quality dining, fashionable apparel, and high-end entertainment, particularly in Ho Chi Minh City, a vibrant hub in Asia The increase in restaurant services has intensified competition, leading to a diverse array of offerings in both quantity and quality Restaurants primarily aim to provide high-quality food and beverages, professional service, and an inviting atmosphere They vary in style and price, catering to different customer preferences, and can be classified by menu styles such as French, Italian, Chinese, and more Additionally, restaurants are categorized by service type, including table service, à la carte, fast food, self-service, and buffet, and are ranked from luxury to popular based on their class Overall, restaurants and bars focus on delivering tangible experiences that cater to customers' needs.

Buffet restaurants are rapidly growing in popularity in Ho Chi Minh City, particularly in the central districts, as they adapt to the changing demands of consumers Both established hotels and restaurants, as well as private dining establishments, are expanding their offerings to include a diverse range of buffet services.

The density of buffet services increases from weekend occasion only to weekday service in order to satisfy the customers demand.

Due to the development of many kinds of buffet restaurants and the increasing density of new restaurants, the market of foodservice is in a high competitive market conditions.

Today's customers prioritize quality of life and social status, which significantly influences their dining choices Customer satisfaction hinges not only on food quality but also on perceived service attributes and the social image associated with those services As consumers seek higher service quality and consider various factors before making dining decisions, foodservice managers must understand these evolving customer demands to attract and retain clientele In a competitive market where many food services offer similar options, managers should focus on current trends and key factors impacting customer preferences to develop strategies that enhance satisfaction and differentiate their offerings from competitors.

PROBLEM DEFINITION

Customer is more being offered a variety of choices which trend is leading to a more competitive market and as Amy et.al (1999) stated:

In order to achieve competitive advantage and efficiency, businesses have to seek profitable ways to differentiate themselves.

To ensure customer retention and encourage repeat visits, businesses must grasp their customers' needs and expectations Achieving high levels of customer satisfaction is essential for fostering loyalty and directly contributes to meeting economic objectives such as profitability (Sureshchandar et al., 2002).

Restaurateurs must recognize the connection between restaurant performance and customer satisfaction, as service quality plays a crucial role in this relationship Understanding the key factors that influence customer satisfaction is essential for enhancing restaurant performance and gaining a competitive edge Staying attuned to evolving customer trends and preferences is vital, as both service quality and specific service attributes significantly affect customer perceptions and loyalty.

In recent empirical findings, the service attributes especially the concept of

The concept of "servicescape" is prompting business managers to explore a new definition that enhances customer satisfaction While numerous authors across various industries have examined the influence of service personal values on customer satisfaction, there is limited research specifically focused on the restaurant sector.

RESEARCH QUESTIONS AND OBJECTIVES

This research aims to empirically explore the connections between service personal values, service attributes, and customer satisfaction within buffet restaurant services The study is focused on the vibrant buffet scene in Ho Chi Minh City, Vietnam, an emerging economy and a major hub for diverse dining experiences.

This research is aiming to answer the following questions:

1 What are the determinants of service attributes affecting customer satisfaction towards the buffet?

2 Do the Service Personal Values affecting customer satisfaction towards the buffet?

3 In order to retain the customer, what are the determinants the restaurateurs should pay more attention to improve their business?

SIGNIFICANCE OF THE RESEARCH

Understanding service attributes and their impact on customer satisfaction is crucial for restaurant management in today's competitive foodservice market With numerous dining options available, restaurateurs must adopt a strong customer-driven approach to meet customer needs effectively Research shows that customer satisfaction significantly influences a restaurant's longevity and financial success (Harington et al., 2010; Crotts and Pan, 2007) By recognizing the importance of these attributes, foodservice managers can enhance consumer perceptions of quality and develop strategies for ongoing improvement Ultimately, a deeper understanding of customer demand trends enables restaurateurs to achieve greater success and competitive advantages.

RESEARCH SCOPE

This study, conducted in Ho Chi Minh City using convenience sampling, focuses on individuals aged 18 to 55 who have experienced buffets in the area.

RESEARCH METHODOLOGY AND RESEARCH DESIGN

This research employs a quantitative method to examine the theoretical framework relevant to the context of customer satisfaction in buffet dining in Ho Chi Minh City Understanding the market demand and the factors influencing customer satisfaction is essential A conceptual model was developed by integrating theoretical insights with the actual characteristics of buffet customers Data collected will undergo validation through Cronbach's Alpha Reliability Analysis and will be refined using Exploratory Factor Analysis Ultimately, the model will be evaluated using Multiple Regression Analysis with SPSS version 20.0.

LIMITATION

This research focuses on a survey of respondents who have experienced buffets in Ho Chi Minh City, with data collected over one month from a convenience sample primarily consisting of young, white-collar employees Consequently, the sample may not accurately represent the broader opinions of all customers regarding buffets in the Vietnamese market The respondents tend to prefer medium-priced buffets, which could lead to a common perception among this demographic Future studies should explore the differences in opinions between customers of medium-priced and high-class buffets, as it is anticipated that those using high-class buffets may have distinct evaluations of Servicescapes factors related to customer satisfaction.

LITERATURE REVIEW AND CONCEPTUAL MODEL

DEFINITION RELATED TO RESTAURANT SERVICES

Services are economic activities that deliver value through time, place, form, problem-solving, or experiential benefits to customers Rather than focusing on ownership transfer, services emphasize value creation through various elements Restaurants, as a type of consumer service, can be categorized based on criteria such as menu style, preparation methods, and pricing.

According to Auty (1992), diners consider four key occasions when deciding to eat at a restaurant: celebrations, social gatherings, convenience for quick meals, and business meetings The most significant factors influencing their choice include the type of food, food quality, and value for money.

Additionally, how the food is served to the customer helps to determine the classification The main forms of restaurant services including:

A casual dining restaurant offers moderately-priced meals in a relaxed atmosphere, typically featuring table service provided by waitstaff Positioned between fast food and fine dining, casual dining establishments focus on a more personal dining experience, where customers usually settle their bill at the end of their meal Unlike buffet-style venues, these restaurants prioritize attentive service, making them a popular choice for diners seeking comfort and quality without the formality of fine dining.

Chapter 2: Literature Review and Conceptual Model

Fine dining restaurants are full-service establishments that offer a carefully curated dining experience with dedicated meal courses and visually appealing food presentations These venues often feature high-quality décor to create a desired atmosphere, and the wait staff is typically highly trained and dressed in formal attire Most fine dining restaurants are small businesses, usually operating at a single location or a limited number of sites Guests are generally expected to adhere to specific dining etiquette, including a dress code, to enhance the overall experience.

Fast food restaurants emphasize the speed of service and also known as a QSR or Quick Serve Restaurant.

Buffets provide a variety of food options at a set price, allowing customers to serve themselves from trays arranged around bars The food selection can range from simple to extensive, often categorized into salads, soups, appetizers, hot and cold entrées, and desserts In this dining setup, waitstaff primarily focus on clearing finished plates and occasionally managing drink orders and refills.

In Vietnam, buffets are popular dining options where food is laid out in a public area for self-service Commonly found in hotels and social events, buffets can feature tables with fixed portion plates or staffed setups where servers assist diners In Ho Chi Minh City, buffet offerings vary widely in menu styles and pricing, showcasing a diverse range of cuisines including Western, Chinese, Vietnamese, Italian, and Japanese.

- mixed style, seafood specialty, pancakes specialty, etc The buffet pricing ranges from economy, middle, luxury.

2.1.5 The difference between table service and buffet service

Buffet service differs from table service in both delivery style and dining experience Customers often opt for buffet service based on factors like cost, occasion, and desired atmosphere Formal events typically call for table service to create an impressive dining experience, while buffets are ideal for larger gatherings of family, friends, or colleagues, as they offer a diverse selection of food and foster a casual, social environment.

SERVICE ATTRIBUTES

The means-end chain approach identifies four levels of service access: service attributes, service quality, service values, and personal values (Zeithaml, 1988) Customers evaluate service quality by comparing their received service with their expectations, making service attributes crucial for successful service delivery The quality of service hinges on how these attributes are constructed and delivered, with potential improvements in the delivery process, environment, and customer-provider interactions The Servqual scale, developed by Parasuraman et al (1985; 1988), is a prominent method for measuring service quality, highlighting dimensions such as Reliability, Empathy, Assurance, Responsiveness, and Tangibles Reliability refers to the ability to consistently deliver promised services, while Assurance encompasses employees' knowledge and courtesy, instilling trust and confidence Tangibles relate to the physical appearance of the service environment.

Empathy in service delivery involves providing caring, individualized attention to customers, while responsiveness reflects a willingness to assist and deliver prompt service (Buttle, 1996) Research by Parasuraman, Zeithaml, and Berry (1985) identified 22 service quality attributes, with Bonner and Nelson (1985) highlighting key dimensions of perceived quality such as rich flavor, natural taste, and appetizing appearance Brucks and Zeithaml (1987) further explored six abstract dimensions, including ease of use and performance The service quality model proposed by Sureshchander et al (2001) emphasizes the importance of human interaction and tangible aspects of service delivery, focusing on service conduct, standardization, and the social responsibility of service organizations.

Koo et al (1999) identified nine key attributes influencing restaurant choice: location, type and variety of food, uniqueness, parking availability, price, food quality and taste, decoration, and service Similarly, Sweeney et al (1992) highlighted factors such as meal price, prior experiences, restaurant reputation, advertising, customer appearance, employee appearance, employee demeanor, and overall premises Additionally, Seo (2005) emphasized the significance of server attentiveness, cleanliness, food taste and temperature, and meat tenderness as critical attributes for diners.

Price is a key service attribute that represents the monetary sacrifice required for a product or service Customers' perception of price significantly impacts their perceived quality, as they assess value based on the benefits received compared to their expectations When consumers believe they gain more advantages than anticipated at a fair price, they recognize the true value of the service or product (Chen, 2011).

In study of Herrmann et al (2007), price perception is affecting directly on the customer satisfaction The quality of food and variety of food had been

- considered as important factors affecting customer satisfaction in customer’s perceived value by the comparison what they paid for and what they receive.

Food quality encompasses the characteristics that consumers find acceptable, including external factors like appearance (size, shape, color, gloss, and consistency), texture, and flavor Additionally, it involves compliance with federal grade standards and internal factors such as chemical, physical, and microbial attributes.

In addition to the quality of ingredients, maintaining high sanitation standards is crucial in food processing to guarantee the safety of food for consumers Research indicates that the taste of food is often considered the most significant attribute by diners in various restaurant studies.

In buffet services, the diverse selection of food significantly influences customers' perceptions of service quality, as they assess the value of what they receive against the price paid When evaluating food quality, consumers consider the variety of menu options as an essential factor To entice customers, restaurateurs often innovate by creating new menus and providing a range of different items (Namkung & Jang, 2007).

There are many evidences showed that environmental variables can substantially influence consumer behavior and emotions in physical environments (Donovan & Rossiter, 1982; Turley & Milliman, 2000) Kotler

In 1974, the concept of "atmospherics" was introduced to describe the deliberate management of environmental cues within service settings Building on this idea, Bitner (1992) coined the term "servicescapes" to refer to the physical environments created by retailers to enhance their service offerings These services are shaped by a blend of tangible and intangible elements, contributing to the overall customer experience.

In a restaurant service, tangible elements include the physical aspects such as buildings, furnishings, tools, equipment, staff appearance, and communication materials, along with the presence of other customers Conversely, intangible elements encompass factors like temperature, color, decoration, visual displays, and overall ambiance According to Bitner (1992), these components play a crucial role in shaping the customer experience.

The physical environment plays a crucial role in shaping behaviors and perceptions, especially in service-oriented businesses like hotels, restaurants, banks, and hospitals As highlighted by various researchers, the simultaneous production and consumption of services mean that consumers are immersed in the service experience, effectively placing them "in the factory" of the service provider.

Bitner's (1992) concept of servicescape encompasses three key dimensions: ambient conditions, which include factors like temperature, air quality, noise, music, and odor; space/function, referring to the layout, equipment, and furnishings; and signs/symbols and artifacts, which involve signage, personal artifacts, and the overall style of décor.

Lin (2004) indicated the components of servicescape including visual cues specifically color, lighting, space and function and auditory cues including music and non-musical sounds; olfactory cues.

The physical environment significantly impacts customer satisfaction, as highlighted by various studies across different disciplines Research on servicescapes has been conducted both theoretically and empirically, revealing that while factors like pricing, advertising, and promotions often receive more focus, the physical setting plays a crucial role in attracting and satisfying customers.

Wakefield and Blodgett (1996) proposed three different leisure service settings,conceptualized servicescape as multidimensional, comprised of facility aesthetics, layout accessibility and cleanliness.

SERVICE PERSONAL VALUES

Service personal values refer to a customer's overall evaluation of a service based on their own values (Lages & Fernandes, 2005) In the hospitality industry, consumers often view tangible products as largely similar, making intangible elements of service quality essential for differentiation from competitors (Douglas & Connor, 2003) According to Rokeach, the highest construct in the means-end chain approach is "service personal values," which encompass beliefs about desirable end-goals or states.

(1973) as terminal values” (Lages & Fernandes, 2005).

The influence of personal values on consumer behavior has been extensively studied, revealing that these values significantly shape how customers evaluate the quality and appeal of services Furthermore, individuals express their values and lifestyles through their service acquisitions, highlighting the integral role of personal values in consumer decision-making.

The List of Values (LOV), developed by Kahle in 1983, identifies nine core values that are essential to individuals in navigating their lives, particularly in relation to significant life roles This framework is closely linked to social adaptation theory, as noted by Kahle, Beatty, and Homer in 1985 Additionally, the Rokeach Value Survey (RVS), established by Rokeach in 1968 and 1973, categorizes values into "terminal values" and "instrumental values," further enriching the understanding of human values.

The SERPVAL scale, developed by Lages & Fernandes (2005), comprises three constructs: Service Personal Value to Peaceful Life (SVPL), Service Personal Value to Social Recognition (SVSR), and Service Personal Value to Social Integration (SVSI) In the context of mobile services, the model identified two significant outcomes linked to the SERPVAL dimensions, specifically SVPL and SVSI.

The loyalty of customers to a service provider is significantly influenced by the perceived value of the service, particularly in terms of promoting a pleasurable life, tranquility, and safety Services that enhance social recognition and status are valued for their contribution to individual respect, while those that foster social integration and better relationships are appreciated for their role in enhancing connections at various social levels Lages and Fernandes (2005) categorize these personal values into three key dimensions: service value for a peaceful life (SVPL), which focuses on self-orientation; service value related to social recognition (SVSR); and service value related to social integration (SVSI), which emphasizes social orientation.

CUSTOMER SATISFACTION

Satisfaction is the customer’s value fulfillment response (Bloemer & Dekker,

The connection between service satisfaction and customer loyalty is non-linear, indicating that once satisfaction surpasses a specific threshold, loyalty tends to rise significantly This phenomenon highlights the importance of exceeding customer expectations to foster stronger loyalty.

Customer satisfaction is defined as a judgment regarding the fulfillment derived from a product or service, encompassing both pleasurable and unpleasurable experiences (Oliver, 1997) It reflects the customer’s evaluation of the difference between their prior expectations and the actual performance of the product after use (Tse & Wilton, 1988) Giese and Cote (2000) conclude that customer satisfaction is an affective response that varies in intensity and is determined at a specific point in time.

- duration and directed toward focal aspects of product acquisition and/ or consumption.”

Consumer satisfaction and loyalty are crucial for long-term survival and success, achieved through high-quality products and services that offer value for money.

Various authors highlight the significance of understanding the connection between values and customer satisfaction (Olivier, 1997; Bloemer & Dekker, 2007) Numerous studies have explored how personal values related to service influence customer satisfaction and loyalty, yet these investigations have primarily focused on specific industries and particular countries.

Customer loyalty may act as a barrier to customer switching behaviour it has an impact on the development of s sustainable competitive edge (Keaveney, 1995; Gremler and Brown, 1996 cited by Ruyter & Bloemer, 1999).

Although customer satisfaction and loyalty have been widely studied in international services literature, significant gaps remain in understanding customer satisfaction specifically within buffet services, which are recognized more as social and entertainment experiences rather than merely fulfilling food demands.

CONCEPTUAL MODEL

RESEARCH METHODOLOGY

RESEARCH PROCESS

The research process of this study was conducted as figure 2.

QUALITATIVE STUDY

A qualitative study utilizing in-depth group interviews was conducted with eight individuals who experienced buffets in Ho Chi Minh City This focus group identified key service attributes of buffets that could influence customer satisfaction, allowing for the adjustment and supplementation of variables to effectively measure the researched items.

4 the price of a full package that restaurant offered including the food and the service of buffet;

6 the servicescapes especially the facility of sitting place where the customers enjoyed the food; the entertainment the restaurant provided to customers while they were having food;

7 the facility of restaurant including the aroma of air-conditioned sitting space, the comfortable place for customers to enjoy meal with their family, friends or colleagues;

8 the discount program offered by restaurant;

The qualitative study confirmed the service attributes identified in the hypotheses, highlighting key factors such as perceived price, food quality, food variety, the ambiance of buffet restaurants, and the personal value of service experienced with family, friends, and colleagues However, the discount program factor was not mentioned by the focus group.

- considered in this research due to it belonged to the marketing factor affecting customer intention to buy and not in this cope of research.

RESULTS OF DATA ANALYSIS AND DISCUSSION

SAMPLE DESCRIPTION

In accordance with the research methodology outlined in Chapter 3, a total of 500 questionnaires were distributed: 400 to employees across five sectors—Informatics, Media, Manufacturing, and Construction—and 100 to Master's students at the University of Economics in Ho Chi Minh City The questionnaire was also made available via a Google Docs link and shared through networking channels Following the survey, 44 responses were collected online, alongside 348 paper submissions, culminating in a total of 392 responses However, only 264 of these responses were deemed appropriate and valid for inclusion in the dataset, meeting the study's minimum sample size requirements Descriptive statistics were derived from frequency analysis using SPSS 20.0, providing detailed insights into the sample data.

4.1.1 Name of buffet restaurant respondents used to experienced

The respondents of this survey listed 67 specific names of buffet restaurants in

A recent survey in Ho Chi Minh City highlighted the most frequently visited restaurants among respondents, with Hoang Yen, Din Ky, Kichi Kichi, Parkson, and Seoul Garden leading the list Other notable establishments with high usage rates include Binh Quoi, Sumo BBQ, Que Huong, Bong Sen, Winsor, and Victory.

Chapter 4: Results of Data Analysis and Discussions

Figure 3: Name of restaurants with high use frequency

4.1.2 Cost of buffet respondents used to have

According to the survey, the majority of respondents (56.4%) preferred buffet prices ranging from 150,000 to 300,000 VND The second most popular price range, used by 23.5% of participants, was between 300,000 and 500,000 VND In contrast, only 12.1% opted for buffets priced under 150,000 VND, while a mere 8% chose buffets costing over 500,000 VND.

Figure 4: Price range of buffets with high use frequency

4.1.3 The accompanied people that respondents used to have buffets with

In a recent survey, 62.1% of respondents reported enjoying buffets with friends, while 23.5% preferred dining with family Only 1.9% indicated that they dined alone, and 12.5% chose "Others," which included dining with partners.

Figure 5: Percentage of accompanying partners

4.1.4 The profession, gender and age of respondents

The survey revealed that 53.4% of respondents were female and 46.6% were male, with a significant majority aged between 18 and 30, indicating a strong preference for buffets among younger individuals In contrast, only 27.3% of respondents were aged 30 to 45, and a mere 8% were over 45 years old.

45 years old In addition, the high rate of 81.4% respondents was white-collar employees represented the sample characteristics of this sample data set.

Figure 6: Gender and Age of respondents

RELIABILITY ANALYSIS OF MEASUREMENT SCALES 35 1 Reliability analysis result of measurement scale of Perceived Price35 2 Reliability analysis result of measurement scale of Quality of Food36

4.2.1 Reliability analysis result of measurement scale of Perceived Price

To evaluate the reliability of the Perceived Price scale, Cronbach’s Alpha was calculated for four items, yielding an alpha of 0.699 However, item PRI04 had a Corrected Item-Total Correlation of only 0.182, below the acceptable threshold of 0.3 Upon removing this item, the alpha increased to 0.844, indicating improved reliability The recalculated alpha for the remaining three items was 0.844, demonstrating reasonable internal consistency, with all item correlations exceeding 0.3 and the lowest at 0.631 Consequently, these three items are suitable for conducting Exploratory Factor Analysis (EFA).

Table 9: Cronbach’s Alpha of scale of Perceived Price

Cronbach's Alpha of Perceived Price scale: 0.844

4.2.2 Reliability analysis result of measurement scale of Quality of Food

To evaluate the reliability of the eight items used to create the Quality of Food scale, Cronbach’s Alpha was calculated, yielding a score of 0.891 This high alpha value demonstrates reasonable internal consistency among the items Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, with the lowest correlation being 0.415, confirming that these items are suitable for conducting Exploratory Factor Analysis (EFA).

Mean if Scale Corrected Squared Cronbach's

Table 10: Cronbach’s Alpha of scale of Quality of Food

Cronbach's Alpha of Quality of Food scale: 0.891

4.2.3 Reliability analysis result of measurement scale of Variety of Food

To evaluate the reliability of the Quality of Food scale, Cronbach’s Alpha was calculated, yielding a value of 0.796, which demonstrates reasonable internal consistency Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, with the lowest correlation being 0.353 Consequently, these four items are deemed suitable for conducting Exploratory Factor Analysis (EFA).

Table 11: Cronbach’s Alpha of scale of Variety of Food

Cronbach's Alpha of Variety of Food scale: 0.796

4.2.4 Reliability analysis result of measurement scale of Servicescape to

To evaluate the reliability of the Servicescape to Venue Aesthetics scale, Cronbach’s Alpha was calculated for seven items, yielding a high value of 0.916 This result demonstrates that the items effectively form a cohesive and reliable scale.

Scale Mean if Item Deleted

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

Variance if Corrected Squared Cronbach's

The VRF16 scale demonstrated strong internal consistency reliability, with all items exhibiting a Corrected Item-Total Correlation exceeding 0.3, and the lowest correlation recorded at 0.566 Consequently, the seven items are deemed suitable for conducting Exploratory Factor Analysis (EFA).

Table 12: Cronbach’s Alpha of scale of Servicescape to Venue Aesthetics Cronbach's Alpha of Servicescape to Venue Aesthetics scale: 0.916

To evaluate the reliability of the Servicescape to Accessibility scale, Cronbach’s Alpha was calculated, yielding a score of 0.867 This indicates a strong internal consistency among the six items Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, with the lowest value being 0.433, confirming that these items are suitable for conducting Exploratory Factor Analysis (EFA).

Table 13: Cronbach’s Alpha of scale of Servicescape to Accessibility Cronbach's Alpha of Servicescape to Accessibility scale: 0.867

To evaluate the reliability of the Servicescape to Restaurant Cleanliness scale, Cronbach’s Alpha was calculated, yielding a score of 0.891 This indicates a strong internal consistency among the five items Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, with the lowest correlation being 0.541 Consequently, these five items are deemed suitable for conducting Exploratory Factor Analysis (EFA).

Table 14: Cronbach’s Alpha of scale of Servicescape to Cleanliness Cronbach's Alpha of Servicescape to Cleanliness scale: 0.891

4.2.7 Reliability analysis result of measurement scale of Service Personal

To evaluate the reliability of the Service Personal Value to a Peaceful Life scale, Cronbach’s Alpha was calculated, yielding a strong score of 0.908 This indicates that the four items exhibit excellent internal consistency Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, with the lowest being 0.713, confirming that these items are suitable for conducting Exploratory Factor Analysis (EFA).

Scale Variance if Corrected Squared

Cronbach's Alpha if if Item

Table 15: Cronbach’s Alpha of scale of Service Personal Value to a

Cronbach's Alpha of Service Personal Value to Peaceful Life scale:

Scale Variance if Corrected Squared Cronbach's if Item

To evaluate the reliability of the five items comprising the Service Personal Value to Social Recognition scale, Cronbach’s Alpha was calculated, yielding a value of 0.905 This high alpha indicates strong internal consistency among the items Additionally, the Corrected Item-Total Correlation for each item exceeded 0.3, with the lowest correlation being 0.732, confirming that these items are suitable for conducting Exploratory Factor Analysis (EFA).

Table 16: Cronbach’s Alpha of scale of Service Personal Value to Social

Recognition Cronbach's Alpha of Service Personal Value to Social Recognition scale: 0.905

Scale Mean Scale Corrected Squared Cronbach's

Alpha if if Item Deleted Variance if

To evaluate the reliability of the Service Personal Value to Social Integration scale, Cronbach’s Alpha was calculated, yielding a value of 0.844 This indicates a strong internal consistency among the three items Additionally, each item's Corrected Item-Total Correlation exceeded 0.3, with the lowest being 0.708, confirming that these items are suitable for conducting Exploratory Factor Analysis (EFA).

Table 17: Cronbach’s Alpha of scale of Service Personal Value to Social

Integration Cronbach's Alpha of Service Personal Value to Social Integration scale: 0.884

Scale Mean Scale Corrected Squared

Cronbach's Alpha if if Item Deleted

4.2.10Reliability analysis result of measurement scale of Customer

To evaluate the reliability of the Customer Satisfaction scale, Cronbach’s Alpha was calculated, yielding a value of 0.868 for the five items, indicating strong internal consistency Each item's Corrected Item-Total Correlation exceeded 0.3, with the lowest being 0.609, confirming that these items are suitable for conducting Exploratory Factor Analysis (EFA).

Table 18: Cronbach’s Alpha of scale of Customer Satisfaction

Cronbach's Alpha of Customer Satisfaction scale: 0.868

EXPLORATORY FACTOR ANALYSIS

Following the Reliability Analysis using Cronbach’s Alpha, 50 items were deemed suitable for Exploratory Factor Analysis (EFA) The EFA was performed on various predictor groups, which included measurement scales for Perceived Price (PRI), Quality of Food (QOF), Variety of Food (VOF), Servicescape to Venue Aesthetics (SCV), Servicescape to Accessibility (SCA), Servicescape to Cleanliness (SCC), Service Personal Value related to a Peaceful Life (SVL), Service Personal Value concerning Social Recognition (SVR), Service Personal Value linked to Social Integration (SVI), and a collection of items measuring Customer Satisfaction (SAT).

4.3.1 EFA for group of predictors

Principal axis factor analysis with Promax rotation was performed on forty-five predictor items to uncover the underlying structure The exploratory factor analysis (EFA) was executed nine times to remove items with factor loadings below 0.4 Ultimately, seven factors were extracted, achieving a KMO value of 0.916 and a cumulative extraction sum of squared loadings of 66.209% The final pattern matrix indicated that all factor loadings exceeded 0.4, with the results summarized in Tables 24 and 25.

Variance if Corrected Squared Cronbach's

Alpha if if Item Deleted

Table 19: EFA result of predictors

Factor 1 Factor 2 Factor 3 Factor 4 Factor 5 Factor 6 Factor 7 SVR41

Extraction Method: Principal Axis Factoring.

Rotation Method: Promax with Kaiser Normalization.

4.3.2 EFA for group of items of Customer Satisfaction measurement scale

Principal component analysis with Promax rotation was performed to evaluate the factor loading of a five-item customer satisfaction measurement scale The exploratory factor analysis (EFA) yielded a KMO value of 0.843, with the cumulative extraction sums of squared loadings reaching 66.192% All five components exhibited factor loadings exceeding 0.4, as summarized in Tables 26 and 27.

Table 20: EFA result of customer satisfaction

Extraction Method: Principal Component Analysis. a 1 component extracted

After the EFA run, there were 36 items of predictors computed to 7 factors and

The analysis of customer satisfaction involved computing five key items into a single factor For the purpose of multiple regression analysis, eight factors were redefined All items that met the criteria in the exploratory factor analysis (EFA) were processed and renamed to facilitate this analysis.

Factor 1 was renamed SOCIAL VALUE which was combined three items ofService Personal Value to Social Recognition SVR 41, SVR42, SVR43 and three items of Service Personal Value to Social Integration SVI44, SVI45,SVI46 The conceptualization by Lages and Fernandes (2005) identified personal values regarding services into three broad groups of individual

The dimensions of service personal values include the Service Value to Peaceful Life (SVPL), which operates at a self-oriented level, and the Service Values related to Social Recognition (SVSR) and Social Integration (SVSI), which function at a social-oriented level Lages and Fernandes (2005) identified SVPL as a blend of values derived from the Rokeach Value Survey (1973), designed to evaluate individual values, while SVSR and SVSI were tailored to assess consumer values This alignment allows for a combination of items from SVSR and SVSI, as both constructs effectively measure the external social impact on customers, leading respondents to perceive these concepts similarly.

Research by various authors since 2005 has explored the impact of service personal values on customer satisfaction and loyalty across different countries and industries A study by Lages and Fernandes (2005) in Lisbon's mobile industry found that these values significantly influenced customer satisfaction; however, the focus on a specific service may limit the applicability of the findings to other contexts In Vietnam, a transitional economy, customers perceive the dimensions of service personal values in the restaurant sector as closely tied to social value, reflecting concepts such as "social status," "social recognition," and a desire for "better relationships" and "integration." These perceptions contribute to their external social image, and the study found that these factors collectively represent an acceptable measure of Social Value within the attitudes of customers in Vietnam's transitional market.

4.4 MULTIPLE REGRESSION ANALYSIS

Revised Conceptual Model

The conceptual model was revised as Figure 8 below.

Multiple Regression Testing Assumptions

A Pearson Correlation analysis was performed to assess the relationship between independent and dependent variables, ensuring that the correlation coefficients (r) were appropriate for conducting Exploratory Factor Analysis separately for each variable set Following Pallant's (2011) guidelines, any variables exhibiting a bivariate correlation of 0.7 or higher would be excluded from the analysis However, since all Pearson correlation coefficients presented in Table 21 met the criteria, all variables were retained, with coefficients ranging from 0.1 to 0.7 Consequently, multicollinearity was not a concern in this analysis.

Social Value Service scapes Food

Variety of Food Price Satisfa ction Social Value 1 173**

** Correlation is significant at the 0.01 level (2-tailed).

The shape of Histogram in Appendix 2 showed a reasonable normal distribution of all variables with mean was approximately 0 and the standard deviation

(Dev.) was of 0.987 This showed that the assumption of normality was not violated.

The graph of Normal P-P Plot of regression standardized residual was rather a straight line from the bottom left to top right showed a linear relation between independent and dependent variables.

Multiple Regression Analysis

Since all the assumptions of Multiple Regression were satisfied, the regression was analyzed further to test the hypotheses of this research.

We tested 7 factors of Social Value, Servicescapes, Quality of Food, Venue

Aesthetics, Personal Value, Variety of Food and Price for predicting Customer

Satisfaction and they satisfied the Regression, see Appendix 4.

The result of Multiple Regression Analysis was summarized in Table 22 below.

Table 22: Results of Multiple Regression Analysis

Square Std Error of the

1 796 a 633 623 66138 a Predictors: (Constant), PRICE, SOCIALVALUE, SERVICESCAPES,

VARIETYOFFOOD, PERSONALVALUE, VENUEAESTHETICS, QUALITYOFFOOD b Dependent Variable: SATISFACTION

Model Squares df Square F Sig.

Total 305.214 263 a Dependent Variable: SATISFACTION b Predictors: (Constant), PRICE, SOCIALVALUE, SERVICESCAPES,

Unstandardized Standardized Collinearity Coefficients Coefficients

The model's adjusted R square value of 0.623, along with a significant regression significance (sig = 0), demonstrates that the predictors influencing customer satisfaction are statistically significant This indicates that the factors included in the model account for 62.3% of the variance in customer satisfaction, highlighting their importance compared to other external factors, which only explain 37.7%.

Testing the Hypothesis 1: relationship between the Price and

Hypothesis 1 received strong support, with a significance level of 0 and a VIF of 1.761, indicating that price positively influences customer satisfaction with buffets This finding underscores the consistent role of price as a reliable predictor of customer satisfaction in the Vietnamese buffet market.

Testing the Hypothesis 2: relationship between the Quality of Food

Hypothesis 2 received strong support, with a significance level of 0.036 and a Variance Inflation Factor (VIF) of 2.586, indicating that food quality positively influences customer satisfaction in buffet dining This finding confirms that food quality is a reliable predictor of customer satisfaction within the Vietnamese buffet market and aligns with previous research on service attributes in the foodservice industry.

Testing the Hypothesis 3: relationship between the Variety of Food

Hypothesis 2 received significant support with a p-value of 0.036 and a VIF of 2.586, demonstrating that the Quality of Food positively influences Customer Satisfaction in buffet dining This finding confirms that Quality of Food is a reliable predictor of customer satisfaction in the Vietnamese buffet market, aligning with previous research on service attributes in the foodservice industry.

4.4.6 Testing the Hypothesis 3: relationship between the Variety of Food and Customer Satisfaction

The multiple regression analysis revealed a significance level of 0.685, indicating that the variety of food does not positively influence customer satisfaction in buffet settings Customers perceive buffets as offering a wide selection of dishes, which they consider a standard expectation rather than a unique feature This perception differentiates buffets from fine dining experiences and leads customers to believe that the variety of food is a fundamental aspect of buffets, ultimately resulting in a lack of impact on their overall satisfaction.

4.4.7 Testing the Hypothesis 4: relationship between the Servicescape to Accessibility and Cleanliness and Customer Satisfaction

Hypothesis 4 suggested that servicescapes, including accessibility and cleanliness, influence customer satisfaction However, multiple regression analysis revealed that these factors did not positively impact customer satisfaction in the Vietnamese buffet market This finding indicates that current customers do not prioritize restaurant facilities when evaluating their dining experience While previous research highlighted the significance of tangible facilities in customer satisfaction, in Vietnam's emerging market, customers focus more on price and food quality Given the current economic conditions, reasonably priced meals and high-quality food are prioritized by customers when dining at buffets.

Testing the Hypothesis 5: relationship between the Servicescape to

A recent multiple regression analysis revealed that the servicescape, including restaurant aesthetics and aroma, does not significantly impact customer satisfaction in Vietnam's buffet market, with a significance level of 0.437 This finding suggests that, contrary to previous studies highlighting the importance of tangible facilities, Vietnamese customers currently prioritize price and food quality over restaurant ambiance In the context of the current economic conditions, diners are more focused on reasonably priced meals and high-quality food, indicating a shift in consumer preferences.

Testing the Hypothesis 6: relationship between the Personal Value

Research by Lages and Fernandes (2005) revealed a significant positive correlation between three dimensions of service personal values and customer satisfaction in the telecommunications sector Similarly, Pham and Le (2010) identified that these three measures of service personal values also positively influence customer satisfaction and loyalty in the banking industry.

In this study, the Personal Value represented the constructs of Service Personal Value to a Peaceful Life The Hypothesis 6 was strongly supported with the sig.

= 0.02 and VIF = 1.967 This indicated that the construct of Service PersonalValue to a Peaceful Life was positively affecting customer satisfaction towards using a buffet.

Testing the Hypothesis 7: relationship between the Social Value

Research by Lages and Fernandes (2005) indicates a significant positive correlation between three measures of service personal values and customer satisfaction in the telecommunications sector Similarly, Pham and Le (2010) demonstrated that these same three measures of service personal values positively influence customer satisfaction and loyalty in the banking industry.

This study demonstrated that Service Personal Value significantly influences customer satisfaction in buffet usage, specifically through its impact on Social Recognition and Social Integration Hypothesis 7 received strong support, evidenced by a significance level of 0 and a Variance Inflation Factor (VIF) of 1.802, indicating a positive relationship between these constructs and customer satisfaction.

The revised conceptual model tested seven hypotheses, with Multiple Regression Analysis revealing support for four: Hypotheses 1, 2, 6, and 7 This analysis identified four key predictors that positively influence customer satisfaction: Price, Quality of Food, Personal Value, and Social Value.

The analysis revealed that the Social Value predictor had the most significant impact on customer satisfaction, with a Beta value of 0.464 Following this, the Price of the buffet emerged as the second most influential factor, showing a Beta of 0.216 Personal Value was identified as the third key factor, with a Beta of 0.163, while the Quality of Food was also recognized as a contributing element.

CONCLUSION AND MANAGERIAL IMPLICATION

CONCLUSION

This study highlights that Vietnamese customers' satisfaction with buffet dining is significantly influenced by four key factors: Social Value, Personal Value, Price, and Food Quality.

Customers view social value as a key factor influencing their satisfaction with buffets, as it enhances their social recognition, status, and adventurous experiences Engaging in buffet dining fosters stronger relationships and a sense of belonging within their social circles In the context of an emerging experience economy, customers are eager for memorable service interactions that promote social engagement The greater the social recognition and integration offered by a buffet, the higher the perceived satisfaction among customers Ultimately, buffets are seen as opportunities to elevate social status, strengthen friendships, and create stimulating experiences that enrich relationships with family, friends, and colleagues.

The Personal Value factor significantly influences customer satisfaction, as it fosters a sense of tranquility, family security, harmony, and stability in life, leading to a more enjoyable experience when using buffets This highlights the importance of personal values, as the degree of buyer involvement correlates with the perceived benefits that the service offers.

Chapter 5: Conclusion and Managerial Implications

Understanding the personal values associated with a service is crucial for managers, as it helps them grasp customer preferences and desires This insight reveals that customers view buffets as social dining experiences, perceiving them as offering greater service value and contributing to a more peaceful lifestyle compared to other dining options.

Price plays a crucial role in customer satisfaction as consumers weigh the value of money spent against the benefits received from their purchases Services that are delivered effectively at a reasonable price consistently appeal to customers.

This study highlights that, aside from price, customers in Vietnam prioritize food quality when selecting buffets The strong correlation between food quality and customer satisfaction indicates that consumers are increasingly focused on the value of the products and services they receive This finding reinforces existing literature on foodservice, emphasizing that food quality remains a crucial element in enhancing customer satisfaction.

MANAGERIAL IMPLICATION

The SERPVAL scale might be used to anticipate what customers will value next and help firms to react faster than competitors to changes (Lages & Fernandes, 2005).

The findings of this study highlight essential factors that buffet restaurant managers in Vietnam should consider to enhance customer satisfaction Specifically, it identifies service price and food quality as critical determinants influencing customer perceptions Additionally, the research indicates that the restaurant's servicescape does not significantly impact customer satisfaction in buffet settings.

Chapter 5: Conclusion and Managerial Implication

Research indicates that customers develop a positive attitude towards Social and Personal Values when dining at buffets By understanding these values, restaurant managers can tailor their services to enhance customer satisfaction and identify the key strengths that elevate perceived Social and Personal Values Consumers who value these aspects are more inclined to visit buffets with friends and family, highlighting the importance of social engagement in their dining experience Buffet restaurants that promote social recognition and integration can effectively attract and retain customers, gaining a competitive edge Therefore, restaurateurs should focus on creating an inviting atmosphere that fosters a sense of community and personal satisfaction By prioritizing customer perceptions of Social and Personal Values, buffet establishments can increase patronage frequency, leading to greater profitability and success in the market.

This study highlights that service attributes, particularly the Price and Quality of Food, are crucial for customer satisfaction in restaurants To enhance their competitive edge, restaurant managers should prioritize a pricing strategy that offers reasonable rates while ensuring high food quality By focusing on these key areas, a buffet restaurant can outperform its competitors, emphasizing the importance of both price and quality in attracting and retaining customers.

Chapter 5: Conclusion and Managerial Implication

To ensure customer satisfaction, restaurants in Vietnam must prioritize high-quality food by selecting authentic ingredients and fresh materials Attractive presentation of dishes is essential to entice customers, while cooking methods should focus on healthiness and nutritious options The interconnection between price, food quality, and customer satisfaction underscores their importance in the dining experience, making these elements crucial for all types of food service establishments.

LIMITATION

This study focused on young, white-collar employees who have exclusively experienced buffets in Ho Chi Minh City, which may limit the representativeness of their opinions regarding buffets in the broader Vietnamese market Additionally, Hypothesis 2 received significant support with a p-value of 0.036; however, the Variance Inflation Factor (VIF) of 2.586 exceeds the acceptable standard.

Further investigation is needed with a standardized data set to explore the perceptions of customers using medium-priced buffets This study suggests that typical groups may share a common value regarding their buffet experience It is essential to assess whether there are significant differences in opinions between customers of medium-priced buffets and those of high-class buffets The evaluation of Servicescape factors may yield different results for high-class buffet customers, potentially impacting their overall satisfaction.

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Nguyen Thi Tuyet Hong, an MBA student at ISB Institution - Economics University of Ho Chi Minh City, is conducting a research thesis focused on customer satisfaction regarding buffet experiences in Ho Chi Minh City restaurants Your participation in this survey is greatly valued, and it is important to note that there are no right or wrong answers; every response will significantly contribute to the success of this research.

1 Have you ever had a buffet within latest 3 months?

2 What restaurant have you had? (please specify):

The below statements will hereafter call this restaurant is (X) restaurant.

3 The price of buffet you have had is about (VND):

Please choose the corresponding rate of your agreement on each below statement regarding the buffet service of the (X) restaurant with the rates as:

The remaining checkboxes are 2, 3, 4, 5, 6 respectively

Completely disagree Disagree Slightly disagree Slightly agree Completely agree

I think buffet of restaurant (X) is reasonably priced 1 2 3 4 5 6 7

I think buffet of restaurant (X) offers value for money 1 2 3 4 5 6 7

I think buffet of restaurant (X) is good service for the price 1 2 3 4 5 6 7Price is an important factor to choose a buffet 1 2 3 4 5 6 7

The foods of buffet restaurant (X) served are made of authentic ingredients 1 2 3 4 5 6 7

The foods of buffet restaurant (X) served are fresh 1 2 3 4 5 6 7 The foods of buffet restaurant (X) are tasty 1 2 3 4 5 6 7 The foods of buffet restaurant (X) are nicely presented 1 2 3 4 5 6 7

The appearance of the foods in buffet restaurant (X)are attractive 1 2 3 4 5 6 7

The foods in buffet restaurant (X) are healthy 1 2 3 4 5 6 7 The foods in buffet restaurant (X) offer nutritious food choices 1 2 3 4 5 6 7

The quality of foods in buffet restaurant (X) is an important factor to choose a buffet 1 2 3 4 5 6 7

I use the buffet at restaurant (X) because there is a wide variety of food on the menu 1 2 3 4 5 6 7

Buffet at restaurant (X) offers several interesting food choices on the menu 1 2 3 4 5 6 7

Buffet at restaurant (X) offers several types of food choices 1 2 3 4 5 6 7 The variety of foods is an important factor to choose a buffet 1 2 3 4 5 6 7

Physical facilities of buffet restaurant (X) are visually appealing 1 2 3 4 5 6 7 The seating areas of buffet restaurant (X) are visually appealing 1 2 3 4 5 6 7

The decoration layout of buffet restaurant (X) is impressive and attractive 1 2 3 4 5 6 7

The appearance of physical facilities of food areas of buffet restaurant (X) is visually appealing 1 2 3 4 5 6 7

The aroma of seating area is comfortable 1 2 3 4 5 6 7

Overall, the facilities of buffet restaurant (X) is visually appealing 1 2 3 4 5 6 7

The physical facilities of restaurant is an important factor to choose a buffet 1 2 3 4 5 6 7

The location of buffet restaurant (X) is easy to find 1 2 3 4 5 6 7 The parking of buffet restaurant (X) is easy and well organized 1 2 3 4 5 6 7

Layout of buffet restaurant (X) makes it easy to find the seating facilities 1 2 3 4 5 6 7

Layout of buffet restaurant (X) makes it easy to find the food areas 1 2 3 4 5 6 7

Layout of buffet restaurant (X) makes it easy to get where you 1 2 3 4 5 6 7 want to go

The easy accessibility and convenient location of restaurant are important factors to choose 1 2 3 4 5 6 7

Buffet restaurant (X) prioritizes cleanliness, ensuring that all food areas are well-maintained and hygienic The seating areas are also kept clean, providing a comfortable dining experience for guests Additionally, the air quality within the restaurant is fresh and clean, contributing to a pleasant atmosphere Overall, buffet restaurant (X) consistently upholds high standards of cleanliness throughout its facilities.

The cleanliness of restaurant is an important factor to choose a buffet 1 2 3 4 5 6 7

Buffet makes me feel more tranquility 1 2 3 4 5 6 7

Buffet makes me feel more family security 1 2 3 4 5 6 7 Buffet makes me feel more harmony and stability in life 1 2 3 4 5 6 7 Buffet makes me feel a more pleasurable life 1 2 3 4 5 6 7

Buffet makes me feel more respect from others 1 2 3 4 5 6 7 Buffet gives me more feeling that the world is more agreeable 1 2 3 4 5 6 7 Buffet makes me feel more social recognition 1 2 3 4 5 6 7

Buffet makes me feel more status 1 2 3 4 5 6 7

Buffet makes me feel a more stimulating and adventurous life 1 2 3 4 5 6 7

Buffet makes me feel a higher integration in my group 1 2 3 4 5 6 7 Buffet makes me feel a better relationship 1 2 3 4 5 6 7 Buffet strengthens my friendship relationships 1 2 3 4 5 6 7

This buffet is matching my expectation 1 2 3 4 5 6 7

Buffet is better the others 1 2 3 4 5 6 7

Buffet is usually a satisfying experience 1 2 3 4 5 6 7

I feel being satisfied with the buffet 1 2 3 4 5 6 7

I would be happy with buffet in future 1 2 3 4 5 6 7

Kindly provide with some following information for data statistics:

Ages: 18 - 30 years old >30 - 45 years old > 45 years old

Profession: Businessman/ Manager White-collar worker Blue-collar worker Other

Whom do you usually have buffet with?

Only you Your family Your friends Other (please specify)

APPENDIX 2 – RESULTS OF CRONBACH’S ANPHA

2.1Cronbach’s Anpha result of measurement scale of Price

Cronbach's Alpha Based on Standardized Items

Corrected Item- Total Correlati on

Cronbach 's Alpha if Item Deleted

2.2Cronbach’s Anpha result of measurement scale of Quality of Food

Cronbach's Alpha Based on Standardized Items N of Items

QOF05 QOF06 QOF07 QOF08 QOF09 QOF10 QOF11 QOF12

Corrected Item- Total Correlati on

2.3Cronbach’s Anpha result of measurement scale of Variety of Food

Cronbach's Alpha Based on Standardized

Mean Variance Std Deviation N of Items

2.4Cronbach’s Anpha result of measurement scale of Servicescape to

SCV17 SCV18 SCV19 SCV20 SCV21 SCV22 SCV23

2.5Cronbach’s Anpha result of measurement scale of Servicescape to

SCA24 SCA25 SCA26 SCA27 SCA28 SCA29

Mean Variance Std Deviation N of Items

2.6Cronbach’s Anpha result of measurement scale of Servicescape to Cleanliness

SCC30 SCC31 SCC32 SCC33 SCC34

2.7Cronbach’s Anpha result of measurement scale of Service Value to

SVR39 SVR40 SVR41 SVR42 SVR43

2.10Cronbach’s Anpha result of measurement scale of Customer

SAT47 SAT48 SAT49 SAT50 SAT51

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .920 Bartlett's Test of Approx Chi-Square 9449.713

Rotation Sums of Squared Loadings a Total

Extraction Method: Principal Axis Factoring. a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.

Extraction Method: Principal Axis Factoring. a 9 factors extracted 8 iterations required.

Rotation Method: Promax with Kaiser Normalization. a Rotation converged in 9 iterations.

Kaiser-Meyer-Olkin Measure of Sampling

Bartlett's Test of Approx Chi-Square 7478.721

Initial Eigenvalues Extraction Sums of Squared

Rotation Sums of Squared Loadings a Total

% of Variance Cumulati ve % Total

Extraction Method: Principal Axis Factoring. a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.

Extraction Method: Principal Axis Factoring. a 7 factors extracted 9 iterations required.

Rotation Method: Promax with Kaiser Normalization. a Rotation converged in 8 iterations.

Kaiser-Meyer-Olkin Measure of Sampling Adequacy .843

Bartlett's Test of SphericityApprox Chi-Square df

3.2.2EFA results of Customer Satisfaction

Extraction Method: Principal Component Analysis.

Initial Eigenvalues Extraction Sums of Squared

Extraction Method: Principal Component Analysis.

APPENDIX 4 - RESULTS OF MULTIPLE REGRESSION

SERVICESCAPES, VARIETYOFFOOD, PERSONALVALUE, VENUEAESTHETICS, QUALITYOFFOOD b

Enter a Dependent Variable: SATISFACTION b All requested variables entered.

Model Sum of Squares df Mean Square F Sig.

Total 305.214 263 a Dependent Variable: SATISFACTION b Predictors: (Constant), PRICE, SOCIALVALUE, SERVICESCAPES, VARIETYOFFOOD, PERSONALVALUE, VENUEAESTHETICS, QUALITYOFFOOD

Error Beta Toler ance VIF

Tiêu đề	Relationships Between Service Personal Values, Service Attributes And Customer Satisfaction: A Study Of Restaurant Services In Vietnam
Tác giả	Nguyen Thi Tuyet Hong
Người hướng dẫn	Dr. Pham Ngoc Thuy
Trường học	University of Economics Ho Chi Minh City
Chuyên ngành	Business
Thể loại	Master of Business
Năm xuất bản	2012
Thành phố	Ho Chi Minh City

Định dạng
Số trang	112
Dung lượng	3,16 MB