The Effects of Fast Food Restaurant Attributes on Customer Satisfaction, Revisit Intention, and Recommendation Using DINESERV Scale

Abstract

The fast food restaurant business is one of the fastest-growing industries in the world. International and local restaurant chains are trying to satisfy the demands of customers for a variety of products and services. Along with changing market trends, customers are now becoming more sophisticated and demanding. Customer satisfaction is an essential business issue, as entrepreneurs have realized that favorable customer feedback is key for a long-term sustainable operation. Customers who have an excellent experience at a restaurant may recommend the restaurant to others, spread positive information, or become a loyal customer. The fast food industry has only recently developed in Mongolia and an increasing number of global fast food chains are now entering the market every year. The purpose of this paper is to examine and evaluate the factors affecting customer satisfaction, revisit intention, and likelihood of recommendation for Mongolian fast food restaurants, as well as a global fast food restaurant in Mongolia using the DINESERV scale. This study focuses on comparing directly competing food chains; only two brands were studied because of the limited fast food presence in Ulaanbaatar. Then, it aims to analyze how satisfaction levels influence a customer’s revisit intention and likelihood of recommending a restaurant. Furthermore, an in-depth analysis of the difference between local and global fast food brands is a key element that this paper analyzes. Moreover, this paper investigates how results can be different according to whether the respondent resides in Mongolia or Korea and discusses business implications. The results of this paper show that four factors (food quality, service quality, price, and atmosphere of a restaurant) positively influence customer satisfaction, revisit intention, and likelihood of recommendation for Mongolian and global fast food restaurants, and customer satisfaction has a positive influence on customer revisit intention and likelihood of recommendation for both types of restaurants. However, depending on whether it is a Mongolian fast food restaurant or a global fast food restaurant, the factors affecting customer satisfaction, revisit intention, and recommendation are different.

Application of Choquet Integral-Fuzzy Measures for Aggregating Customers’ Satisfaction

“…ey found that "food quality" is the most important criterion as the customers' are concerned about their health issues such as obesity and diabetes. e current research findings are also not consistent with the findings of the research conducted by Chun and Nyam-Ochir [32]. ey found that food quality and three other criteria of a restaurant positively influence customers' satisfaction.…”

“…It is difficult to explain this result, but it might be related to customers' preference in which customers' preference toward a restaurant is very much influenced by customers' satisfaction. A study indicated that customers' satisfaction has a positive influence on Advances in Fuzzy Systems customer revisit intention and likelihood of recommendation [32]. e preferred restaurant also probably has positive criteria such as food quality, service quality, and customers' satisfaction.…”

Pengaruh Kualitas Makanan, Store Atmosphere Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Variabel Intervening

“…Kepuasan konsumen dapat digambarkan sebagai sejauh mana produk atau layanan yang dipilih dapat memenuhi atau melebihi harapan konsumen (Chun & Nyam-Ochir, 2020). Indikator yang digunakan berdasarkan Zeithaml et al (2009) yaitu : Fulfillment, Pleasure dan Ambivalence.…”

Empaques ecológicos, una práctica con limitaciones y ventajas para los servicios de comida rápida en la ciudad de Machala

“…Debido a esto han tenido un constante crecimiento, por lo cual las cadenas de restaurantes internacionales y locales están intentando satisfacer la demanda de los clientes con una variedad de productos y servicios innovadores, debido a que la población cada vez opta por utilizar los restaurantes de comida rápida de acuerdo con su estilo de vida, causando grandes cambios en las nuevas tendencias de consumo (Chun & Nyam-Ochir, 2020).…”