臺灣博碩士論文加值系統

Studies on the influences of the product and service quality on customer satisfaction and repurchase intention of FUJI Japanese restaurant in Thailand

Student: Hattaya Laowiriyakul Advisor: Professor Tsai, Lung Ming

Chinese Culture University

Abstract

The purpose of this research is to study the factors affecting customer repeat purchase and revisit of FUJI Japanese food restaurant. Company is providing healthy food outstanding menu items, consistent quality control and capable personnel. This research also studies about customer satisfaction and repeat purchase. Target population is 400 respondents, the questionnaire and location for survey is specified to target population directly. The sample size of this research is 100 respondents and using convenience sampling method. The result of descriptive analysis from 400 respondents illustrates that most of respondents are 280 females or 55%. The highest percentage of respondents’ age is 26-35 years old or 165 respondents 41.3%. The majorities of respondents (182 or 45.5%) hold bachelors’ degree. Moreover, 143 respondents or 35.8% of respondents have monthly income of 40,000 - 60,000 Baht. The Pearson correlation indicate that all independent variables are significant at the value of .000, which are less than .05, all variables have relationship with customer satisfaction and repurchase intention. The result is that the most influence variable and have strong relationship with customer satisfaction is restaurant location, which is .889 and other, were service quality which is .727, product quality .552 and price .528 respectively.
Key words: Price, Product quality, service quality, repurchase intention, customer satisfaction

CONTENTS

ABSTRACT．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．

i
ACKNOWLEDGEMENT．．．．．．．．．．．．．．．．．．．．．．．．． ii
LIST OF TABLES．．．．．．．．．．．．．．．．．．．．．．．．．．．． iii
LIST OF FIGURES．．．．．． ．．．．．．．．．．．．．．．．．．．．． vi
CHAPTER ONE INTRODUCTION．．．．．．．．．．．．．．．．．．．．． 1
1.1 Research Background and Motivations．．．．．．．．．．．．． 1
1.2 Research Objectives ．．．．．．．．．．．．．．．．．．．．． 3
1.3 Statement of problem．．．．．．．．．．．．．．．．．．．． 3
1.4 Scope of the study ．．．． ．．．．．．．．．．．．．．．． 4
1.5 Research Procedures and limitation ．．．．．．．．．．．．．．． 5
1.6 Significance of studies ．．．．．．．．．．．．．．．．．．．． 5

CHAPTER TWO LITERATURE REVIEW．．．．．．．．．．．．．．．．．． 6
2.1 Definitions of Relevant Research Variables．．．．．．．．．．．． 6
2.2 Hypothesis ．．．．．．．．．．．．．．．．．．．．．．．． 7

CHAPTER THREE RESEARCH DESIGN AND
METHODOLOGY．．．．．．．．．．．．．．．．．．．．．．
11
3.1 The Conceptual Model．．．．．．．．．．．．．．．．．．．． 12
3.2 Theoretical Framework．．．．．．．．．．．．．．．．．．．． 12
3.3 Research Hypothesis．．．．．．．．．．．．．．．．．．．．． 14
3.4 Operational of the variables．．．．．．．．．．．．．．．．．． 14
3.5 Research methodology．．．．．．．．．．．．．．．．．．．． 15
3.6 Respondents and Sampling Procedure．．．．．．．．．．．．．． 16
3.7 Research instrument and questionnaire．．．．．．．．．．．．． 16
3.8 Descriptive Analysis ．．．．．．．．．．．．．．．．．． 20
3.9 Reliability Analysis ．．．．．．．．．．．．．．．．．．． 21
3.10 Hypothesis testing ．．．．．．．．．．．．．．．．．．． 22
CHAPTER FOUR RESEARCH RESULTS．．．．．．．．．．．．．．．．．． 23
4.1 Research Result．．．．．．．．．．．．．．．．．．．．．．． 23
4.2 Characteristic of Respondents．．．．．．．．．．．．．．．．． 24
4.3 Result of survey questionnaire．．．．．．．．．．．．．．．．． 25
4.4 Correlation and coefficient analysis．．．．．．．．．．．．．．． 26

CHAPTER FIVE CONCLUSION AND SUGGESTIONS．．．．．．．．．．．． 35
5.1 Summary of findings．．．．．．．．．．．．．．．．．．．． 35
5.2 Discussion and implication．．．．．．．．．．．．．．．．．． 36
5.3 Conclusion．．．．．．．．．．．．．．．．．．．．．．．． 37
5.4 Recommendation．．．．．．．．．．．．．．．．．．．．．． 37
5.5 Future of study ．．．．．．．．．．．．．．．．．．．．．． 37
REFERENCES．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 38
APPENDICES．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． 39
Appendix A Pre-test Survey Questionnaire．．．．．．．．．．．．．．．．． 39
Appendix B Survey Questionnaire．．．．．．．．．．．．．．．．．．．．． 41


LIST OF TABLES

Table 3-1 The Analysis of Demographic Factors ．．．．．．．．．．． 20
Table 3-2 The Summary of Reliability Analysis ．．．．．．．．．． 21
Table 3-3 Summary of Hypothesis Testing ．．．．．．．．．．．．． 22
Table 4-1 Summary of Hypothesis Testing result ．．．．．．．．．． 23
Table 4-2 The Analysis of Demographic Factors ．．．．．．．．．．． 24
Table 4-3 The Analysis of Customer satisfaction in term of Price ．．．． 25
Table 4-4 The Analysis of Customer satisfaction in term of product．．．． 26
Table 4-5 The Analysis of Customer satisfaction in term of Service quality． 26
Table 4-6 The Analysis of Customer satisfaction in term of location．．．． 27
Table 4-7 The Analysis of Customer satisfaction ．．．．．．．．．． 3 27
Table 4-8 The Analysis of Repurchase intention．．．．．．．．．． 3 28
Table 4-9 The Analysis of relationship between price and customer
satisfaction．．．．．．．．．．．．．．．．．．．．．． 29
Table 4-10 The Analysis of relationship between product and customer
satisfaction．．．．．．．．．．．．．．．．．．．．．． 30
Table 4-11 The Analysis of relationship between service quality and customer
satisfaction．．．．．．．．．．．．．．．．．．．．．． 31
Table 4-12 The Analysis of relationship between location and customer
satisfaction．．．．．．．．．．．．．．．．．．．．．． 32
Table 4-13 The Analysis of relationship between customer
Satisfaction and repurchase intention．．．．．．．．．．． 33
Table 4-14 Summary of Hypothesis testing result．．．．．．．．．．． 34


LIST OF FIGURES
Figure 2.1 Customer Satisfaction w.r.t Restaurant Industry in Bahawalpur 8
Figure 2.2 The Research Model of Repurchase Intention．．．．．．．． 9
Figure 3.1 The Conceptual Model ．．．．．．．．．．．．．．．．． 12
Figure 3.2 Customer Satisfaction w.r.t Restaurant Industry in Bahawalpur 12
Figure 3.3 The Research Model of Repurchase Intention ．．．．．．．． 13

REFERENCES
Anderson, E.W., Fornell, C. & Lehmann, D.R. (1994). Customer satisfaction Market share and profitability, Journal of Marketing, 58, 53-66.
Hasnain, S.B., & Muhummad, M. (2011). Measuring Customer Satisfaction w.r.t Restaurant Industry in Bahawalpur. European Journal of Business and Management, 3(5), 54-65.
Hokey, M., & Hyesung, M. (2011), Benchmarking the service quality of fast-food restaurant franchises in the USA, An International Journal, 18(2), 282-300.
Hyun, (2010), Evaluation of factors affecting customer loyalty in the restaurant industry Journal of Business Management, 6(14), 5039-5046.
Kurt, M., Sonja G., & Sonja B. (2006), The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey, International Journal of Marketing Studies, 5, No. 2; 2013.
Jonathan, T.K., & Michael E.C. (2009), Quality and Consumer Decision Making in the Market for Health Insurance and Health Care Services, Market for Health Insurance and Health care Services, 66(1), 28S-52S.
Pantouvakis, (2010), Port Service Quality and Customer Satisfaction: An Exploratory Study, Australian & New Zealand Academy of Management Annual Conference 2013.
Phillip, K. H., Gus, M.G., Rodney A.C., & John A.R., (2003), "Customer repurchase intention: A general structural equation model", European Journal of Marketing, Vol. 37 Iss: 11/12, pp.1762 - 1800
Tuu, (2009), Strength and Quality of Relationships in Customer Services; Case of Retail Environments Based on Customers Perception, Journal of Applied Sciences, Engineering and Technology, 4(14): 2126-2133, 2012.
Yang, Y. C., (2009). The study of repurchase intentions in experiential marketing - an empirical study of the franchise restaurant. The International Journal of Organizational Innovation, 2(2), 246-253.
Zaichkowsky, (1994), The personal involvement inventory, reduction, revision, and application of advertising, Journal of advertising, Volumn XXXII, Number 4, December 1994.