Influence of Service Quality and Customer Satisfaction on Repurchase Intention of Shabu Restaurant Customers in Nakhon Ratchasima Province
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Abstract
This study aimed to examine the influence of service quality on customer satisfaction, the effects of service quality, and satisfaction on repurchase intention among shabu restaurant customers in Nakhon Ratchasima Province. The sample consisted of 385 customers who had previously used shabu restaurant services in the district. The research instrument was a structured questionnaire using a five-point Likert scale. The instrument’s validity was assessed through content validity, and its reliability ranged from 0.78 to 0.86. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, particularly multiple regression analysis.
The results revealed that service quality dimensions, namely, tangibles, reliability, and empathy had significant positive effects on customer satisfaction, with empathy showing the strongest influence (β = 0.44). Furthermore, these dimensions significantly influenced repurchase intention (β = 0.28), whereas responsiveness and assurance showed no significant effects. For customer satisfaction factors, food quality, price, and store atmosphere significantly influenced repurchase intention, with store atmosphere having the greatest impact (β = 0.31). The findings provide practical implications for restaurant operators to enhance service quality as well as customer experience in order to improve customer satisfaction and encourage repeat patronage, thereby strengthening a competitive advantage in the long term.
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