Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants
Journal of Modelling in Management
ISSN: 1746-5664
Article publication date: 4 October 2019
Issue publication date: 4 October 2019
Abstract
Purpose
The purpose of this study is to provide an insight into the crucial antecedents of customer satisfaction and revisit intention in the context of dining restaurants in a holistic approach, taking Bangladesh as a unit of analysis.
Design/methodology/approach
The research design was cross-sectional. Data were collected from 30 dining restaurants in Dhaka city, Bangladesh. The proposed model was tested using partial least square structural equation modeling with a sample size of 600 respondents.
Findings
The antecedents of customer satisfaction (i.e. service quality, food quality, atmospherics, other customers and perceived value/price) were found to have significant positive effects on customer satisfaction. Customer satisfaction and restaurant reputation were found to have significant positive effects on revisit intention, while variety seeking tendency was found to have a significant negative effect on revisit intention. Trust was found to partially mediate the customer satisfaction-revisit intention and restaurant reputation-revisit intention relationships.
Originality/value
This study is among the first to provide a holistic approach toward the crucial antecedents of customer satisfaction (i.e. service quality, food quality, atmospherics, other customers and perceived value) and revisit intention (i.e. customer satisfaction, variety seeking tendency, trust and restaurant reputation) in one structural equation model, and investigated their interrelationships in the context of dining restaurants. To the authors’ knowledge, this is the first study that has investigated the mediating role of trust between the customer satisfaction-revisit intention and restaurant reputation-revisit intention relationships in the context of dining restaurants. From a market-specific context, this the first study to investigate and link the examined variables in the context of Bangladeshi dining restaurants.
Keywords
Citation
Mannan, M., Chowdhury, N., Sarker, P. and Amir, R. (2019), "Modeling customer satisfaction and revisit intention in Bangladeshi dining restaurants", Journal of Modelling in Management, Vol. 14 No. 4, pp. 922-947. https://doi.org/10.1108/JM2-12-2017-0135
Publisher
:Emerald Publishing Limited
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