The Causal Effect of Restaurant Ambient, Food Quality, Service Quality, and Customers Satisfaction towards Behavior Intention in Premium Japanese Restaurants in Bangkok
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Abstract
The restaurant business is considered one of the most important businesses to the service sector and has been growing rapidly, making the competition in this industry higher. Meanwhile, the trend of the Japanese food market and Japanese restaurants continues to grow amid intense competition in the restaurant market. The purpose of this study is to analyze the influence of restaurants ambient, food quality, and service quality on the customer satisfaction of Japanese restaurants’ consumers in Bangkok, which in turn will have an impact on behavior intention. The method used in this study is a quantitative approach, using a Likert Scale as a measurement method. Data analysis uses the structural equation modeling (SEM) method with LISREL 8.7. The population of this study is premium Japanese shabu restaurants’ consumers in Bangkok. Total sample that used in this research is 400 samples. The results of this study show significant and positive effects, both individually and simultaneously, between restaurants ambient, food quality, and service quality to customer satisfaction and its impact on repurchase intention. Outcome of study are valuable for entrepreneur restaurants and academicians interested in restaurant business research.
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