The Antecedents of Satisfaction and Revisit Intention for Thai Restaurants: An Empirical Study of Chongqing, China
คำสำคัญ:
The antecedents of satisfaction, Revisit intention, ETC theory, Thai restaurantบทคัดย่อ
This study investigates the antecedents of customer satisfaction and their influence on revisit intention toward Thai restaurants in Chongqing, grounded in Expectancy Confirmation Theory (ECT). Despite growing interest in cross-cultural dining, limited research has explored Thai restaurants in China. To address this gap, a structured questionnaire with high reliability (Cronbach’s alpha = 0.958) was used to collect data from 403 respondents through convenience sampling. Quantitative analyses, including descriptive statistics, correlation, and multiple regression, examined five antecedents: atmosphere, food quality, service quality, price, and perceived value. Results indicate that food quality, service quality, price, and perceived value significantly affect revisit intention, while atmosphere was not significant when controlling for other variables. The findings extend the application of ECT to the restaurant industry in a cross-cultural setting and provide practical insights for restaurant managers seeking to enhance customer satisfaction and encourage repeat patronage.
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