VIET NAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

FINAL REPORT 50%

BUSINESS RESEARCH METHOD

INFLUENCE OF SERVICE QUALITY AND ITS DIMENSIONS

ON CUSTOMER PERCEIVED VALUE, SATISFACTION AND
BEHAVIOURAL INTENTIONS IN KFC FAST-FOOD
RESTAURANT IN DISTRICT 7
IN HO CHI MINH CITY

Lecturer : PHẠM NGỌC BẢO DUY

Student name : NGUYỄN QUỐC CƯỜNG – 719G0252
LÊ THÚY HIỀN – 719G0224
BẠCH HOÀNG LONG – 719G0260

HO CHI MINH CITY, MAY 2O21

 ACKNOWLEDGEMENT
The group would like to thank Ton Duc Thang University for creating an
opportunity for the group to have a practical learning environment with the right major
in Hospitality Management. The group would like to express our deep gratitude to all
lecturers and teachers in the Faculty of Business Administration who have dedicatedly
conveyed to the professional knowledge and valuable experiences during the course.
In addition, the group would like to thank all of everyone for helping the group to
conduct the survey, creating the best conditions for the group in the process of data
collection and documentation. In particular, the group would like to express deep
gratitude to our lecturer, Pham Ngoc Bao Duy, who guided the group during the
group's final report. With his professional knowledge and valuable research experience,
he enthusiastically helped and guided specifically on the direction of development,
research the topic, and instructed how to approach and present the appropriate content.
of the research problem. That is the basis for the group to complete the report in the
best way.
However, due to limited time and limited practical experience, the report
inevitably has shortcomings. We look forward to receiving reviews from teachers and
friends.
Best regards!
 THE RESEARCH COMPLETED AT TON DUC THANG UNIVERSITY
The group hereby declares that this is the group's research work and it is under
the scientific guidance of Lecturer Pham Ngoc Bao Duy. The research contents and
results in this topic are honest and have not been published in any form before. The
data in the tables for analysis, comments and evaluation are collected by the authors
from different sources, clearly stated in the reference section.
In addition, the dissertation also uses some comments, assessments as well as data
of other authors, other agencies and organizations, all with citations and source
annotations.
If detecting any fraud, the group will be fully responsible for the content of our
dissertation. Ton Duc Thang University is not involved in copyright and copyright
violations caused by the group during the implementation process (if any).
Ho Chi Minh city, date…month…year
Group (Represent)
 ABSTRACT
In developed countries, the fast-food industry has developed very successfully
and it has gradually been saturated. As a result, fast food restaurant owners are
targeting markets in developing countries that promise a huge share of the revenue.
Including Vietnam, specifically Ho Chi Minh City, a potential and promising market
for investors. Therefore, it is important to identify the factors affecting the service
quality of fast-food restaurants and its aspects to the perceived value, satisfaction and
behavioral intentions of customers. This can help investors to capture the needs of
customers and then develop further to meet and capture market share. The objective of
this study is to determine the relationship of factors: Service Quality, Food Quality,
Physical Enviroment Quality, Employee Service Quality, Customer Perceived Value,
Customer Satisfaction, Behavioural Intentions.
This study was analyzed based on 251 samples collected. The collected data are
processed, omitted invalid samples and analyzed by SPSS software to test the
hypotheses.
 TABLE OF CONTENT
LIST OF ACRONYMS.............................................................................................................2
LIST OF FIGURE.....................................................................................................................4
CHAPTER 1: OVERVIEW OF RESEARCH........................................................................2
1.1. Introduce......................................................................................................................2
1.2. Research question.......................................................................................................3
1.3. Purpose of Research....................................................................................................3
1.4. Subjects and scope of Research.................................................................................3
1.5. Research significance and limitations.......................................................................4
1.5.1. Research significance...........................................................................................4
1.5.2. Research limitation..............................................................................................4
SUMMARY CHAPTER 1........................................................................................................1
CHAPTER 2: LITERATURE REVIEW................................................................................2
2.1. Definitions and theories..............................................................................................2
2.1.1. Service Quality - SQ............................................................................................2
2.1.2. Food Quality - FQ................................................................................................3
2.1.3. Physical Environment Quality – PEQ...............................................................4
2.1.4. Customer Perceived Value - CPV......................................................................4
2.1.5. Customer Satisfaction – CS................................................................................5
2.1.6. Behaviroual Intentions - BI.................................................................................5
2.2. The Previous Studies...................................................................................................5
2.2.1. Research by Kim and Moon (2009)....................................................................5
2.2.2. Research by Kafel and Sikora (2013).................................................................6
2.2.3. Research by Carranza, R., Diaz, E. and Martin-Consuegra (2018)...............7
2.2.4. Research by Neale J. Slack (2020)......................................................................7
2.3. Concept model.............................................................................................................8
SUMMARY CHAPTER 2........................................................................................................2
CHAPER 3: RESEARCH METHOD......................................................................................2
3.1. Method design.............................................................................................................2
3.1.1. Research process diagram..................................................................................2
3.1.2. Research process..................................................................................................3
SUMMARY CHAPTER 3........................................................................................................2
CHAPTER 4: THE RESULT OF RESEARCH.....................................................................2
 4.1. Overview of the results of the analysis of the sample..............................................2
4.2. Results of scale evaluation before EFA analysis......................................................4
4.3. Exploratory Factor Analysis......................................................................................8
4.3.1. Exploratory factor analysis for the independent variables............................10
4.3.2. Exploratory factor analysis for the dependent variable (BI).........................13
4.3.2. Mediator variable analysis (CS).......................................................................14
4.4. Multivariate regression analysis..............................................................................16
4.4.1. Model Summary Table......................................................................................17
4.4.2. Anova Table.......................................................................................................18
4.4.3. Coefficients Table..............................................................................................18
4.4.4. Normalized residual frequency chart (Histogram)........................................19
4.4.5. Normalized Residual Chart (Normal P-P Plot)..............................................20
4.4.6. Tests the assumption of linear contact (Scatter Plot chart)...........................21
4.5. Analyze the difference between the values of qualitative variables and
quantitative variables (Anova, T - test).............................................................................21
CHAPTER 5: ADMINISTRATIVE IMPLICATION, POLICY.........................................2
5.1. Administrative implications.......................................................................................2
5.2. Policies..........................................................................................................................2
REFERENCES..........................................................................................................................2
 LIST OF ACRONYMS

No. Acronym Meaning

1 CAGR Compounded Annual Growth Rate

2 KFC Kentucky Fried Chicken

3 SQ Service Quality

4 FQ Food Quality

5 ESQ Employee Service Quality

6 PEQ Physical Environment Quality

7 CPV Customer Perceived Value

8 CS Customer Satisfaction

9 BI Behavioral Intentions

10 EFA Exploratory Factor Analysis

 LIST OF FIGURE
Figure 1. SERVQUAL model (A. Parasuraman, V. Zeithaml & L. Berry, 1988)-----------------2
Figure 2. Study model of Kim and Moon (2009)------------------------------------------------------5
Figure 3. Study models of Kafel and Sikora (2013)---------------------------------------------------6
Figure 4. Study model of Carranza et al. (2018*------------------------------------------------------6
Figure 5. Concept Model----------------------------------------------------------------------------------8
Figure 6. Research Process Diagram--------------------------------------------------------------------1
 CHAPTER 1: OVERVIEW OF RESEARCH
1.1. Introduce
The fast-food industry is one of the most promising industries in the word, which
has generated more than $570 billion in revenue. To meet the need of convenience and
to save time in today’s hectic lifestyle, a mass of fast-food restaurants have been
established, offering a variety of food that is stored with frozen, preheated or
precooked ingredients and served to the customer in a packaged form for take-away,
such as: fried-chicken, French fries, pizza, hamburger, ... This increases the growth of
the global fast-food market. It is predicted that the global fast-food market will
reach $931.7 billion by 2027, rising at a CAGR of 4.6% from 2020 to 2027 (Global
Fast Food Market Worth $931 Billion by 2027 - Industry Assessment Featuring Auntie
Anne's, Domino's Pizza, Dunkin' Brands Group, McDonald's, Yum! Brands and More,
2020).
Due to the fast-food restaurants in the developed countries has been at the
saturation point, they have been attracted to and entered to the emerging countries,
including Viet Nam and Ho Chi Minh City has been a potential place. According
Department of Domestic Market (Ministry of Industry and Trade), in the past 8 years,
they have licensed 148 foreign brands and trademarks into Vietnam, such as KFC,
Loterria, Pizza Hut, The Pizza Company, Mc Donald’s,… American chain KFC is the
most frequently visited fast food restaurant chain, with 45 percent of respondents
visiting its stores often, followed by Lotteria, accounted for 17 percent of 600
respondents and Pizza Hut and Mc Donald’s both at 6 percent (Ho Chi Minh City-
based market research firm Q&Me, 2020).
Entering to Vietnam market in 1997 with the first outlet in Ho Chi Minh City.
Until now, Yum Brand has been owning over 140 KFC restaurants in more than 32
provinces/cities, of which over 30 outlets in Ho Chi Minh City. KFC's success was
reflected in its 2019 sales of VND1.5 trillion (US$64.3 million), a 1.3 percent increase
from the previous year. The majority of customers coming to this fast-food restaurant
brand are the younger and working professionals at 20s – 30s years old, who has less
time and need a fast and convenience meals. Therefore, fast-food restaurants play an
important role in this hectic life so it creates a competitive market in fast-food
restaurants in Vietnam. This requires these kinds of restaurants need to improve their
services to keep the remaining customers and attract new ones.
Understanding the urgency of the topic, the authors decided to choose a research
topic “Influence of service quality and its dimensions on customer perceived value,
satisfaction and behavioral intentions in KFC fast-food restaurants in District 7 in
Ho Chi Minh City” to identify how service quality affects customers. The study's
findings provide restaurant owners and managers with a broad understanding of the
factors that influence customers' perceived value, satisfaction, and behavioral
intentions, as well as how to bring them together appropriately to improve the quality
of restaurant service.
1.2. Research question
The research will answer these questions:
- How service quality, include in food quality, physical environment quality
and employee service quality influence customer perceived value.
- Which are significant determinants of customer satisfaction and behavioral
intentions.
1.3. Purpose of Research
This topic aims at the main research objectives of investigating the impact of the
quality of fast-food restaurant service, including: food quality, physical environment
quality and employee service quality influence customer perceived value, satisfaction
and behavioural intentions.
1.4. Subjects and scope of Research
The research studies the effect of fast-food restaurant service quality and its three
dimensions, including food, physical environment and employee service quality on
customer perceived value, satisfaction and behavioural intensions.
The research is carried out by a survey of customers who have been experienced
the fast-food restaurant service in Ho Chi Minh City.
1.5. Research significance and limitations
1.5.1. Research significance
Scientific significance: The research contributes to test the existing
theoretical model and reaffirm the influence of fast-food restaurant's service quality on
customers' perceived value, satisfaction and behavioral intentions in different
circumstances and situations.
Practical significance: The research supports the fast-food restaurant
owners and managers to identify how service quality dimensions affect customers,
have an overview of the service quality at their restaurant to customers, analyze the
strengths and weaknesses of service quality and know the different level of each
customer’s review of service quality. From there, it is possible to devise strategies to
help develop restaurants, improve service quality and bring the best experience to
customers.
1.5.2. Research limitation
The data was collected from online survey form (Google form), the
participants might be affected by the objective factors, so that the result may not be
completely accurate. Besides, because the limit of time carrying out survey, the study
has not been analyzed each aspect of topic in depth.
 SUMMARY CHAPTER 1
Through chapter 1, the group briefly introduced about the fast food industry, the
reason for choosing the topic. Chapter 1 also outlines the object, scope, research
significance and research limitations. Then, the group will present the theoretical basis
of the research.
 CHAPTER 2: LITERATURE REVIEW
2.1. Definitions and theories
2.1.1. Service Quality - SQ
According to ISO 9004, service is the result brought about by interactive
activities between supplier and customer and thanks to the actions of the suppliers to
meet the needs of customers”. In draft DIS 9000: 2000, the definition of quality is
given “Quality is the ability of the set of characteristics of a product, system or process
to meet the requirements of customers and stakeholders”. Therefore, the service
quality, specifically in fast food restaurant, is the appropriate level of dining products
to meet the guest’s needs. Service quality is typically defined from the customers’
viewpoint (Dumitrela, 2013) which is the difference between their expectations of the
service offered and their perception of the actual service received (Yarimoglu E. ,
2014). It is a critical success factor for service companies (Shin, 2019; Yusoff, 2010)
specifically in restaurants (Gremler, 1996).
Restaurant service quality contains three critical factors, namely food
quality, physical environment quality and employee services quality (Uolevi Lehtinen,
1991). (Chen, 2010) said that restaurant service quality plays a role as a predictor of
customer perceived value and positively influences customer perceived value (Clemes
M. G., 2011; Ha J. ,., 2013) and the three factors (food quality, physical environment
quality and employee service quality) “are considered the attributes that customers use
to evaluate perceived quality” (Ha J. ,., 2013)
The first study to measure the service quality was SERVQUAL by A.
Parasuraman, V. Zeithaml & L. Berry in 1988. The SERVQUAL measures service
quality based on perceptions by the customers using the service and is composed five
dimensions: tangibles, empathy, assurance, reliability, and. In the next 4 years, Cronin
and Taylor (1992) developed SERVPERF, which based on the structure and content of
the SERVQUAL service quality scale. While SERVQUAL is measured by both
expectations and perceptions, SERVPERF is only measured by guest’s perceptions.
Another study is DINESERV. Similarly, DINESERV was developed from the first
scale, SERVQUAL and measures restaurant customers’ expectations and perceptions
of service quality.

Figure 1. SERVQUAL model (A. Parasuraman, V. Zeithaml & L. Berry, 1988)

2.1.2. Food Quality - FQ
Food quality refers to the cleanliness, freshness, and healthiness of the food
as well as the variety of foods available at a fast-food restaurant, and it is a major factor
in customers' decision to choose one restaurant over another (Alonso, 2013; Serhan,
2019). It is because the customers go to a restaurant for dining needs, the quality of
food is an extremely important factor in attracting new customers and maintaining
them.
Furthermore, recent studies have identified food quality as the most
important restaurant service quality dimension affecting a customer's selection process
and quality perception (Kukanja, 2017; Shahzadi, 2018) and show that food quality has
a major impact on customer perceived value (Ryu K. a., 2008).
2.1.3. Employee Service Quality – ESQ
An organization’s service offerings include tangible and intangible
components (Parasuraman, Reassessment of expectations as a comparison standard in
measuring service quality: Implications for further research., 1995) which generally
refers to employee service quality, such as their reliability, responsiveness, assurance,
and empathy (Parasuraman, Servqual: A multiple-item scale for measuring consumer
perc., 1988). Service quality delivered by restaurant employees is considered as a
significant component in the restaurant dining experience (Andaleeb, 2006). In the
restaurant industry, “employee service quality” relates to the way of interpersonal
service offered when they communicate with customers (Ha J. a., Effects of service
quality and food quality: the moderating role of atmospherics in an ethnic restaurant
segment, 2010) (through the knowledge and manner of the employees; and by
employees’ service of food as ordered, provision of prompt service and minimization
of service failures) leading to enhancing levels of restaurant employee service quality
result (Ryu K. L., 2012), improving customer expectations of product quality, and
increasing customer’s willing to purchase (Sweeney, 1997).
2.1.3. Physical Environment Quality – PEQ
Temperature, lighting, scent, noise, atmosphere, and music, according to
(Hanaysha, 2016), are both tangible and intangible components within and outside the
restaurant that are included in the definition of physical environment. He also
suggested that a well-maintained physical environment can serve to maintain a
restaurant’s existing customer base, “customers use the physical environment in
judging the quality of products or services” (Ha J. a., The effects of dining
atmospherics on behavioural intentions through quality perception, 2012) as well as
attract new customers. Consumer perceived value and competitive advantage can be
created by creating a friendly and enjoyable dining environment for customers, and this
has a positive impact on customer perceived value (Jalilvand, 2017) (Ryu K. L., 2012)
2.1.4. Customer Perceived Value - CPV
Consumer perceived value is the trade-off made by the customer between all
benefits obtained from the business service and the sacrifices made by the customer to
maximize the benefits (Slack, 2020) (Weinstein, 2020), (Dodds, 1985)‘s research is
that CPV focused on the quality–price relationship that customer derives value from
the difference between commodity utility and the price paid. (Sanchez-Fernandez,
2007). Nonetheless, researchers argued that perceived value is a more complex
construct than merely the trade-off between utility and price (Monroe, 1990)
In fast food industry, fast-food restaurant service quality dimensions are
strongly positively linked to consumer perceived value (Carranza, 2018) (Clemes M.
G., 2011) (Shahzadi, 2018).
 2.1.5. Customer Satisfaction – CS
There are several customer satisfaction definitions; however, it is proposed
that each concept contains three similar constituents: a response (emotional and
cognitive), the response is directed toward a specific product or service, expectation,
and consumption experience. etc., and the response takes place at a certain time (such
as after consumption) (Giese, 2000).Customer satisfaction is described in this study as
"the customer's response to the evaluation of the perceived different between prior
expectations (or any standard of success) and the impact of fast-food restaurant service
quality actual performance of the product as perceived after consumption." (Tse, 1988)
2.1.6. Behaviroual Intentions - BI
Repurchase, recommendation to others, loyalty, complaints, and price
sensitivity are all aspects of behavioral intentions, according to (Zeithaml, 1996). For
this study, the concept “behavioural intentions” is defined that after a restaurant
experience, customers will display optimistic behaviors such as repurchase from the
restaurant, suggest and have positive word-of-mouth about the restaurant and resist
price sensitivity and complaining behaviour (Sulaiman, 2013). In addition, (Kim, 2007)
considered that coming back to the restaurant several times means the customers feel
satisfied with the restaurant’s service.
2.2. The Previous Studies
For the previous research, the researchers have determined that the choice and
perceived value of the customer comes from a number of factors and those factors are
very important that directly affect the choice and perceive value of customers. The
studies have gathered a lot of different opinions about those factors and their influence
on customers.
2.2.1. Research by Kim and Moon (2009)
Through a survey in the Banff Tourist Information Center in Alberta,
Canada, two internship students majoring in hospitality management and trained and
employed as data collectors showed respondents with a list of theme restaurants and
asked them to choose one that they had enjoyed in the previous six months.. Research
received 220 surveys and 208 surveys were used for final analysis.
 The study report contains 21 items that measure the five components of
servicescape and ten items that measure the three consequences of servicescape.
Baker's (1986) scale, Wakefield and Blodgett's (1996) scale, and Bitner's (1990) scale
are among the scales used to measure objects. Kim and Moon's study, which was based
on Bitner's system of environmental perception, established a number of variables,
including meal costs, prior consumer experience with comparable restaurants,
restaurant credibility, location, and memorable advertisement, as well as appearance of
other customers, employees and restaurant service.

Figure 2. Study model of Kim and Moon (2009)

2.2.2. Research by Kafel and Sikora (2013)
In this research papper, the author used a means-end chain approach to
define fundamental customer principles across three separate restaurant segments and
respondents were asked about restaurant characteristics, consequences, and beliefs in
this study. Customers are often influenced by other factors such as food quality,
restaurant cleanliness, entertainment facilities, and the variety of dishes on the menu,
according to research. In this report, Kafel and Sikora identified four major factors that
influence consumer preference and perceived value which are: food, service, price, and
value.
This research article has clearly shown what consumers expect when they
eat in a restaurant. Restaurant owners may create successful marketing campaigns,
such as commercials or promotions, that set them apart from competitors.
 Service Food

Customers’ choice of restaurant

and perceived value

Value Price

Figure 3. Study models of Kafel and Sikora (2013)

2.2.3. Research by Carranza, R., Diaz, E. and Martin-Consuegra (2018)
This study confirmed the existence of fast-food consumer loyalty and its
reliance on fast-food service quality, which includes service quality, food quality, and
store environment. This research also looked at the direct and indirect roles of
constructs including satisfaction and trust in promoting loyalty in fast-food restaurants
(FFRs).

Figure 4. Study model of Carranza et al. (2018*

2.2.4. Research by Neale J. Slack (2020)
The author conducted a survey in an island nation of Fiji, an emerging
economic area, of people who visit fast food restaurants in five central cities of Fiji to
determine the impact of fast food restaurant quality on customer choice and behavior.
 The research used descriptive and inferential analysis, as well as backward
elimination multiple regressions, to evaluate the study's hypotheses. The author's
questionnaire includes 2 parts of data, firstly, demographics (gender, age, total annual
income, education level, time spent at a fast food restaurant, etc.) and second is the
quality of the fast food restaurant's service and the perceptions of customers after using
the restaurant's service. The questionnaire uses a 5-point scale Likert (1 - very
dissatisfied, 5 - very satisfied) to show the level of customer satisfaction with the
restaurant's services based on the actual values they perceive.
This research assists us in comprehending the combined impact of fast-food
restaurant service quality dimensions, as well as the independent effect of these
dimensions on the development of customer perceived value, satisfaction, and
behavioral intentions.
The unique point of this study could show that customers prioritised fast-
food restaurant food quality over physical environment quality, while employee service
quality wasn’t significant to customers in determination of perceived value of a dining
experience. The limitations of this study include the fact that it only looks at the impact
of fast-food restaurant service quality and its three dimensions, and that consumer
behavior can change in the future as a result of the numerous influencing factors.
This study just research about Fiji so it need to research more country and
customer culture to get more accurate results about customer behavior. Because
considering linear regressions are limited to evaluating constructs and relationships
between constructs, it is also recommended that structural equation modelling be used
for future studies to enable assessment of the reliability and validity of future model
measures, and assessment of the moderating and mediating effects of variables.
2.3. Concept model
Based on the theoretical basis and accompanying documents of previous studies .
The group found the research of Research by Neal J. Slack on “Influence of fast-food
restaurant service quality and its dimensions on customer perceived value, satisfaction
and behavioral intentions” to be relevant to the conditions in Vietnam and the factors
outlined were comprehensively consistent with the theoretical basis that the group
mentioned above. Therefore, the group decided to choose the research model of Neal
J.Slack as the basis for building a research model on the relationship between 7 factors:
No. Variables Coding Hypothesis
1 Service Quality SQ +
2 Food Quality FD +
3 Physical Environment Quality PEQ +
4 Employee Service Quality ESQ +
5 Customer Perceived Value CPV +
6 Customer Satisfaction CS +
7 Behavioural Intention BI +
Table 1. Variables
The concept model, Group will use in this report:

Food Quality
H2
Physical Customer H5 Customer H6 Behavioural
Environment Quality H3 Perceived Value Satisfaction Intention

H4
Employee Service
Quality

H1
Fast-food Restaurant
Service Quality

Figure 5. Concept Model

The following hypotheses were used in the study:

 H1: Each of the three fast-food restaurant service quality dimensions (food
quality, physical environment quality and employee service quality) has a
compound effect and each dimension contributes to a significant positive
influence on customer perceived value.
 H2: Food quality has a significant positive influence on customer
perceived value
 H3: Physical environment quality has a significant positive influence on
customer perceived value.
 H4: Employee service quality has a significant positive influence on
customer perceived value.
 H5: Customer perceived value has a significant positive influence on
customer satisfaction.
 H6: Customer satisfaction has a significant positive influence on
behavioural intentions.
 SUMMARY CHAPTER 2
In chapter 2, the group presented the concepts contained in the research paper and
mentioned some previous studies by different authors. Since then, the group has
selected a research model and proposed suitable hypotheses to solve the problems
raised in chapter 1. Next, in chapter 3, the group will present the research
implementation process, create a measurement, and research methods to find the results
for the group's research paper.
 CHAPER 3: RESEARCH METHOD
3.1. Method design
3.1.1. Research process diagram

Objectives of the study

Theoretical basis

Proposed research model

Research design
Qualitative research (making a survey
with students and friends about their
feelings when they are using the service
at a fast food restaurant
Quantitative research (questionnaire
design and data collection)

Cleaning research results

Discuss research results

Conclusions and implications of

governance

Figure 6. Research Process Diagram

After studying the documents of previous studies, understanding the

theoretical basis and completing the purposes in chapters 1 and 2, the group designed a
questionnaire to prepare for the direct primary data collection process. This research
inherits mainly from the research by Neale J. Slack et al. (2020). After the initial group
discussion, we offered a preliminary scale. Initial measurement items in English, we’ve
translated into Vietnamese thanks to supporting tools so that the survey participants
can understand and do survey easily. The group carried out a survey at people who had
experienced the service at KFC fast-food restaurant in District 7 in Ho Chi Minh City
by sending questionnaires via Google Form. If they have experienced service in KFC
outlet in District 7 at least once, they were asked to fill in the form and submitted to the
investigator. The structured questionnaire included 2 sections. Section 1 contains 15
demographics items. Section 2 contains 25 items adapted from the survey instrument.
The survey participants were asked to rate how they felt when the use fast-food
restaurant using a 5-point Likert scale (1 = “strongly disagree” to 5 = “strongly agree”).
The primary data collection is estimated to be done by the group within 3
weeks by sending the survey link to the survey subjects. The results of the group data
obtained are put into the SPSS software to test Cronbach’s Alpha, determine the
reliability of the question, then we introduce the discovery factor EFA and finally we
will test the hypothesis by Regression analysis.
3.1.2. Research process
3.1.2.1. Quatitative research
Quatitative research is carried out through surveys of subjects about the
factors studied in the topic, predicting the relationship between factors according to the
preliminary research scale.
The subjects of the group's research survey are mostly young people and
students. They are experientialists, absorbing new things very quickly, having
experienced many fast-food restaurants in the city, so they can give objective
evaluations about the service quality of the restaurant.
Process group survey conducted in sequence:
 Approaching the survey object, presenting the reason
and purpose of the survey
 Provide a questionnaire about service quality and how it
affects the perceived value, satisfaction and behavioral
intentions of customers towards fast-food restaurants.
 Collect opinions of survey participants about the
questions, the language used in the survey, the number
of variables in the survey
  Summarize the comments of the surveyors and then
adjust them to suit the actual situation
The survey questionnaire was designed by the group to help survey takers
better understand the impact of service quality and its dimensions on customer
perceived value, satisfaction and behavioral intentions for fast-food restaurants. At the
same time, it also collects comments on survey questions, from which the group can
timely adjust the scale to obtain the most suitable primary data for the quantitative
research process.
Through the survey process, the obtained results show that the survey
participants mostly understood the content of the variables in the survey. However,
there are also some comments that the above mentioned variables are somewhat
general and need to be stated more clearly in order to be able to clarify the factors
affecting customers. After the research process, the group still decided to keep 33
observed variables and all questions and variables were adjusted accordingly.
After collecting data and getting the results, the group proceeded to put it
into SPSS software to analyze Cronbach's Alpha reliability, analyze EFA discovery
factors, and do regression analysis to test the mentioned hypotheses in chapter 2 to find
out the relationship between the factors.
For the study to be highly reliable, the calculation of sample size is a very
important step. For the group's research paper, specifically the EFA exploratory factor
analysis based on the study of Hair, Anderson, Tatham and Black (1998) gives a
reference to the expected sample size. The group used a minimum sample size of 5
times the total number of observed variables. That is the appropriate minimum sample
size for research using factor analysis (Comrey, 1973; Roger, 2006)
With the formula defined as: n = 5 * m
(where m is the number of questions included in the survey)
According to the above formulas, the minimum sample size of the group's
research paper is: 5 * 25 = 125
(Food Quality: 6 variables, Service Quality: 4, Physical Environmental
Quality: 4, Customer Preceived Value: 3 , Customer Satisfaction: 3 , Behavioural
Intentions:5)

It is expected that the number of research samples to be collected is 251,

after collecting enough, the group will clean the data by removing the incorrect and
invalid survey questionnaires and bring the valid ones to continue the analysis data.
The sampling method used in the study is a random and convenient
sampling method. Although, the sample generalizability of this method is not high, and
surveyors may be affected by objective factors, but due to limited time, the group
accepted the risk and mentioned this limitation into the Research Limitation of the
topic in Chapter 1. This survey is taken from people who have experienced at KFC
fast-food restaurants in District 7 in Ho Chi Minh City. After collecting data, the group
checked and cleaned and analyzed using SPSS 26.0 software.
3.2. Scale
For this research paper, the group mentioned 6 factors included in the proposed
research model including: Food Quality, Service Quality, Physical Environmental
Quality, Customer Preceived Value, Customer Satisfaction, Behavioural Intentions. All
scale variables of the above factors are measured using a 5-point Likert scale.
“Food Quality” scale (Neale J. Slack et al. (2020))
Variables Describe
FQ 1 The food at KFC fast-food restaurants was delicious
FQ 2 The food at KFC fast-food restaurants was nutritious
FQ 3 KFC fast-food restaurants offer a variety of menu items
FQ 4 KFC fast-food restaurants offer fresh food
FQ 5 The smell of fresh-food was enciting
FQ 6 The food presentation was visually attractive

Table 2. “Food Quality” scale (Neale J. Slack et al. (2020))

“Service Quality” scale (Neale J. Slack et al. (2020))

Variables Describe
SQ 1 Employees served me food exactly as I ordered
 SQ 2 Employees provided prompt and quick service
SQ 3 Employees are always willing to help me
SQ 4 Employees made me feel comfortable in dealing with them

Table 3. “Service Quality” scale (Neale J. Slack et al. (2020))

“Physical Environmental Quality” scale (Neale J. Slack et al. (2020))
Variables Describe
FEQ 1 KFC fast-food restaurants have attractive interior design and decor
FEQ 2 The background music was pleasing
FEQ 3 The dining areas are thoroughly clean
FEQ 4 Employee are neat and well dressed

Table 4. “Physical Environmental Quality” scale (Neale J. Slack et al. (2020))

“Customer Preceived Value” scale (Neale J. Slack et al. (2020))
Variables Describe
CPV 1 The KFC fast-food restaurants offer good value for the price
CPV 2 The KFC fast-food restaurant experience was worth the money
CPV 3 The KFC fast-food restaurant provides me great value as compared to
other food options

Table 5 “Customer Preceived Value” scale (Neale J. Slack et al. (2020))

“ Customer Satisfaction” scale (Neale J. Slack et al. (2020))
Variables Describe
CS 1 I am satisfied with overall experience at KFC fast-food restaurants
CS 2 Overall, KFC fast-food restaurants put me in a good mood
CS 3 I really enjoy myself at KFC fast-food restaurants

Table 6. “ Customer Satisfaction” scale (Neale J. Slack et al. (2020))

“Behavioural Intentions” scale (Neale J. Slack et al. (2020))
Variable Describe
s
BI 1 I would like to come back to KFC fast-food restaurant in the future
BI 2 I would like consider revisiting KFC fast-food restaurants in the future
BI 3 I would recommend KFC fast-food restaurants to my friends and others
BI 4 I would say positive things about KFC fast-food restaurants to others
BI 5 I would encourage others to visit KFC fast-food restaurants

Table 7. “Behavioural Intentions” scale (Neale J. Slack et al. (2020))

SUMMARY CHAPTER 3
In Chapter 3, the Group has developed a research process diagram, presented
detailed research methods, thereby completing the construction of a scale to prepare for
the data collection process for this study. Following, chapter 4 we will present the
results obtained from the study after the collected data have been processed with SPSS
software.
 CHAPTER 4: THE RESULT OF RESEARCH
From the hypotheses and research models mentioned in Chapters 1 and 2, the
group will use the regression method to give the results of the relationship between the
factors: Food Quality, Service Quality, Physical Environmental Quality, Customer
Preceived Value, Customer Satisfaction, Behavioural Intentions of people who have
experienced at KFC fast-food restaurants in District 7 in Ho Chi Minh City.
4.1. Overview of the results of the analysis of the sample
Based on the research subjects and research design mentioned in the previous
chapter. The group conducted a survey of people having experienced a KFC fast-food
restaurant in District 7 in Ho Chi Minh City and after cleaning the data collected 251
survey questionnaires and met the minimum sample size to conduct data analysis and
determine the scientific significance of this research paper.
As for the demographic part, through the results of the SPSS analysis, we can see
that the percentage of male and females who participated in the survey is quite similar,
in which male account for 45% and females account for 53.8%. Thereby, it can be seen
that the group's research topic has a balanced participation in the sex ratio. This has
great significance for the research topic for data analysis and research modeling.
 Same as the research object mentioned in the previous chapter, the main object of
the research is from young people who have experienced different fast-food restaurants
with a high percentage of people from 18-28 years old, accounted for the largest
proportion with 81.3%, from 29-38 years old accounted for 7.6%, from 39-48 years old
accounted for 4.4%, from 59 years old above accounted for 4%, and the age group
from 49-58 years old accounts for the smallest rate of 2.8%.

As for the survey participants aged 18-28 years old accounted for the highest
proportion, the survey respondents are also mainly students who are going to university
and are financially dependent on their families. Attendance rate as well as income
below 5 million also account for the highest percentage. The survey results were
obtained, in which the proportion of people going to school accounted for 71.3%,
people working accounted for 21.1%, the rest accounted for 7.6%.
The proportion of people with income below 5M accounts for 64.9%, from 5-10M
accounts for 21.1%, from 10-20M accounts for 8%, from 20 above accounts for 6%.

4.2. Results of scale evaluation before EFA analysis

To evaluate the initial hypotheses, the group needs to test the scale through 2 steps:
checking the reliability of the scale by Cronbach's Alpha coefficient, the total variable
correlation coefficient and testing the value of the scale through exploratory factor
analysis (EFA).
Cronbach's Alpha reliability coefficient is a coefficient that allows to assess the
appropriateness when certain observed variables belong to a research variable.
Specifically, the criteria in the reliability coefficient test are as follows:
 Cronbach's Alpha reliability coefficient:
α >= 0.9: Very good factor scale
0.9 > α >= 0.8: Good factor scale
0.8 > α >= 0.7: Acceptable factor scale
0.7 > α >= 0.6: Acceptable factor scale for new studies
0.6 > α >= 0.5: Factor scale is not suitable
0.5 > α: Factor scale is not suitable
  Total Correlation coefficient (Corrected Item - Total Correlation): for
variable the degree of correlation between an observed variable in the factor
and the other variables. The total variable correlation coefficient reflects the
contribution of a particular observed variable to the value of the factor. The
standard correlation coefficient of the total variable to evaluate the observed
variable that contributes to the value of the factor is at >= 0.3. If < 0.3, it is
considered to have no contribution and it is necessary to remove that
observed variable from the evaluation factor.
Cronbach's Alpha coefficient if the variable is excluded (Cronbach's Alpha if Item
Deleted): if the value of Cronbach's Alpha If Item Deleted > Cronbach's Alpha, the
variable will be excluded from the evaluation factor.
The results of the analysis of the reliability of Cronbach's Alpha of the factors:
Food Quality, Service Quality, Physical Environmental Quality, Customer Perceived
Value, Customer Satisfaction, Behavioural Intentions. In the research paper, the group
has met the requirements with the reliability of Cronbach's Alpha is > 0.6 and has met
the EFA exploratory factor analysis standard.
- Cronbach’s Alpha of Food Quality
The Food Quality factor has a Cronbach's Alpha is 0.836 and the Corrected Item-
Total Correlation is both greater than the allowable standard of 0.3. In which, the
smallest is 0.56 (FQ3) and the largest is 0.678 (FQ4). These variables used to explain
in the scale are appropriate. Therefore, these component measures were all used in the
subsequent EFA.
 - Cronbach’s Alpha of Service Quality
The Service Quality factor has a Cronbach's Alpha is 0.869 and the Corrected Item-
Total Correlation is both greater than the allowable standard of 0.3. In which, the
smallest is 0,666 (SQ1) and the largest is 0,761(SQ3). These variables used to explain
in the scale are appropriate. Therefore, these component measures were all used in the
subsequent EFA.

- Cronbach’s Alpha of Physical Enviromental Quality

The Physical Enviromental Quality factor has a Cronbach's Alpha is 0,835 and the
Corrected Item-Total Correlation is both greater than the allowable standard of 0.3. In
which, the smallest is 0,645 (FEQ3) and the largest is 0,683 (FEQ4). These variables
used to explain in the scale are appropriate. Therefore, these component measures were
all used in the subsequent EFA.

- Cronbach’s Alpha of Customer Satisfactions

The Customer Satisfactions factor has a Cronbach's Alpha is 0,841 and the Corrected
Item-Total Correlation is both greater than the allowable standard of 0.3. In which, the
smallest is 0,657 (CS1) and the largest is 0,739 (CS2). These variables used to explain
in the scale are appropriate. Therefore, these component measures were all used in the
subsequent EFA.

- Cronbach’s Alpha of Customer Percived Value

The Customer Percived Value factor has a Cronbach's Alpha is 0,854 and the
Corrected Item-Total Correlation is both greater than the allowable standard of 0.3. In
which, the smallest is 0,719 (CPV2) and the largest is 0,40 (CPV3). These variables
used to explain in the scale are appropriate. Therefore, these component measures were
all used in the subsequent EFA.

- Cronbach’s Alpha of Behavioural Intentions

The Behavioural Intentions factor has a Cronbach's Alpha is 0,875 and the Corrected
Item-Total Correlation is both greater than the allowable standard of 0.3. In which, the
smallest is 0,616 (BI2) and the largest is 0,763 (BI3). These variables used to explain
in the scale are appropriate. Therefore, these component measures were all used in the
subsequent EFA.

4.3. Exploratory Factor Analysis

After the scales in the research paper meet the requirements for reliability testing,
the group will conduct EFA (Exploratory factor analysis). In this part, we will conduct
exploratory factor analysis for the independent variables and exploratory factor
analysis for the dependent variable (BI).
EFA (Exploratory factor analysis) is based on the relationship between
measurement variables, before deciding to use EFA, we need to consider the
relationship between these measurement variables. Using the correlation matrix, we
can identify the degree of relationship between variables. If the correlation coefficients
are less than 0.30, EFA will not appropriate (Hair et al. 2009).
Here are some criteria to evaluate the relationship between variables:
 Bartlett test:
Bartlett test is used to see if the correlation matrix is an identity matrix or not?.
The unit matrix here is understood as a matrix with the correlation coefficient between
the variables equal to 0, and the correlation coefficient with itself equal to 1.
If the Bartlett test has p<5%, we can reject the hypothesis H0 (the correlation matrix is
the unit matrix), which means that the variables are related.
 KMO test:
KMO test (Kaiser - Meyer - Olkin) is an index used to compare the magnitude
of the correlation coefficient between two variables Xi and Xj with their partial
correlation coefficients.
Kaiser-Mayer-Olkin coefficient (KMO): is an index used to consider the
appropriateness of factor analysis. A large KMO value (between 0.5 and 1) is a
sufficient condition for factor analysis to be appropriate, but if this value is less than
0.5, factor analysis may not be suitable for data.
To use EFA, the KMO must be greater than 0.50
Kaiser (1974) suggested:
KMO >= 0.90: VERY GOOD
0.80 <= KMO < 0.90: GOOD
0.70 <= KMO < 0.80: OK;
0.60 <= KMO < 0.70: TEMPORARILY
0.50 <= KMO < 0.60: BAD
KMO < 0.50: NOT ACCEPTANCE
  Factor loadings
Factor loadings are simple correlation coefficients between variables and factors.
This coefficient less than 0.5 in EFA will continue to be excluded to ensure the value
of convergence between variables. The method of extracting coefficients is Principal
components and the breakpoint when extracting factors with Eigenvalue greater than 1,
the total variance extracted is equal to or greater than 50%. (Nguyen Dinh Tho, 2011)
 Eigenvalue
Eigenvalue: Represents the variation explained by each factor. And Factor
Loadings (factor loading coefficients) are single correlation coefficients between
observed variables and factors. If the load factor is larger, it means that the observed
variable has a closer relationship with the factor.
Eigenvalue is a commonly used criterion to determine the number of factors in
EFA analysis. With this criterion, only factors with Eigenvalue ≥ 1 are kept in the
analytical model.
Eigenvalue: Represents the variation explained by each factor. And Factor
Loadings (factor loading coefficients) are single correlation coefficients between
observed variables and factors. If the load factor is larger, it means that the observed
variable has a closer relationship with the factor.
4.3.1. Exploratory factor analysis for the independent variables
Based on the above mentioned KMO and Barllet test criteria, in this study
we can see the value of Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) =
0.929 > 0.5, proving that that the data used for factor analysis are appropriate
Barllet’s test result is 2544,839 with significance level sig=0.00<0.05, now
we can reject hypothesis Ho: observed variables are not correlated with each other in
the population. The hypothesis that the correlation matrix between variables is a
identity matrix is rejected since it can be seen that the variables are correlated with
each other and satisfy the factor analysis conditions.
 After analyzing EFA and removing unsatisfactory variables, we are left with
17 acceptable variables. Next, we perform factor analysis according to Principal
components with Varimax rotation for the research paper. The results show that 17
variables are divided into 5 groups. The value of total variance extracted = 73.674%
>50%, was satisfactory and it means that these 5 factors explain 73.674% of the
variation of the data.
The Eigenvalues of the factors are all high (>1), the 5th factor has the lowest
Eigenvalues is 0.715.

Next is the factor matrix with Varimax rotation method:

The factor loading coefficients are all greater than 0.5, and there is no case
that any variable uploads both factors at the same time with the load factor close to
each other. Therefore, the factors ensure convergent and discriminant values when
analyzing EFA. In addition, there is no mixing of factors, which means that the
question of one factor is not confused with the question of the other factor. After factor
analysis, these independent factors are kept unchanged, not increased or decreased by
factors.

After analyzing EFA, there are still 5 independent factors including:

The first group of factors includes 5 variables:
- CPV 1: The fast-food restaurants offer good value for the price
- CPV 2: The fast-food restaurant experience was worth the money
- CPV 3: The fast-food restaurant provides me great value as compared to
other food options
- CS 2: Overall, fastfood restaurants put me in a good mood
- CS 3: I really enjoy myself at fastfood restaurants
The second group of factors includes 4 variables
 - SQ 1: Employees served me food exactly as I ordered
- SQ 2: Employees provided prompt and quick service
- SQ 3: Employees are always willing to help me
- SQ 4: Employees made me feel comfortable in dealing with them
The third group of factors includes 4 variables
- PEQ 1: Fast-food restaurants have attractive interior design and decor
- PEQ 2: The background music was pleasing
- PEQ 3: The dining areas are thoroughly clean
- PEQ 4: Employee are neat and well dressed
The fourth group of factors includes 2 variables
- FQ 1: The food at fast-food restaurant was delicious
- FQ 5: The smell of fresh-food was enciting
The fifth group of factors includes 2 variables
- FQ 3: Fast-food restaurants offer a variety of menu items
- FQ 6: The food presentation was visually attractive
4.3.2. Exploratory factor analysis for the dependent variable (BI)
After conducting EFA analysis for the dependent variable BI, including 5
variables. The analysis results show that the KMO value = 0.848 > 0.5 and through
Barllet's test we can see that the variables in the population are correlated with each
other with the coefficient sig = 0.000 < 0.05. It show that factor analysis to group
variables together is appropriate.

For the factor rotation matrix, all variables have the standard Factor loading
coefficient, greater than 0.5 and no observed variables are excluded from the factor.
 4.3.2. Mediator variable analysis (CS)
According to Baron & Kenny (1986), a variable is determined to play an
intermediary role if it satisfies the following three conditions at the same time:
Condition 1: The independent variable has an impact on the intermediate variable
(a ≠ 0).
Condition 2: The intermediate variable has an impact on the dependent variable (b
≠ 0).
Condition 3: When conditions 1 and 2 are satisfied, the presence of an intermediate
variable will reduce the impact from the independent variable on the dependent
variable (c' < c), where c is the regression coefficient from X to Y in the absence of the
intermediate variable M.
To check whether an intermediate variable satisfies the above 3 conditions, we will
perform 3 regressions as follows:
+ Single regression: X → M: To know whether the independent variable has an
impact on the intermediate variable (condition 1). The expected result is that the sig t-
test of variable X is less than 0.05
M = constant 1 + aX + e1
+ Multiple regression: X, M → Y: To know whether the intermediate variable has
an impact on the dependent variable (condition 2). The expected result is that the sig t-
test of variable M is less than 0.05
Y = constant 2 + c'X + bM + e2
+ Single regression: X → Y: To know if the presence of an intermediate variable
reduces the impact of the independent variable on the dependent variable. The expected
result is the coefficient c' < c
Y = constant 3 + cX + e3
If 1 of the above 3 conditions is violated, the variable M does not play an
intermediary role in interfering with the impact from X to Y.
Total effect of X on Y: Total effect from X on Y (coefficient c)
Direct effect of X on Y: Direct effect from X on Y (coefficient c')
Indirect effect(s) of X on Y: Indirect effect from X on Y through M (product a*b)
In the Indirect effects section, we will evaluate whether there is an indirect effect
or not based on the bootstrap confidence interval for the product a*b
+ If the bootstrap confidence interval a*b contains the value 0, we conclude that
there is no indirect effect from X on Y
+ If the bootstrap confidence interval a*b does not contain the value 0, we
conclude that there is an indirect effect from X on Y.
From the theory mentioned above, the research has taken the factor X4 (CPV) as
the independent variable, X5 (CS) as the intermediate variable and the dependent
variable as Y (BI), the team has analyzed and has the following results:
For the results of a Single regression from X4 to X5, we see that the Sig of variable
X4 is less than 0.05, so it can be concluded that variable X4 has an impact on the
intermediate variable X5.

For the results of Multiple regression from X4,X5 to Y, we see that the Sig of variable
X5 is less than 0.05, so it can be concluded that the intermediate variable X5 has an
impact on the dependent variable Y.

For the results of Single regression from X4 to Y, we see that the BootLLCI value is
0.2096 and the BootULCIT value is 0.4348 and the confidence interval is [0.4348;
0.2096], this range does not include the value 0. From that we can conclude that there
is an indirect effect from X4 on Y through the variable X5 with an impact level is
0,3160

From the above 3 results, we can conclude that variable X5 has an intermediary role
from variable X4 to variable Y.
4.4. Multivariate regression analysis
The group has tabulated the correlation matrix between the variable Y (the
dependent variable) and the independent variables. The results show that the
correlation coefficient between variable Y and variables X1,X2,X3,X4,X5 is 0.709;
0.612; 0.624; 0.714; 0.739 and has a coefficient sig = 0.000 < 0.05. So, we can see that
all 5 variables meet the conditions and are included for regression analysis.

After satisfying the conditions of the variables for regression analysis, we have the
following results:
4.4.1. Model Summary Table
In this table we will pay attention to the value of Adjusted R Square, it
reflects the influence of the independent variables on the dependent variable and the
value fluctuates from 0 to 1. The more Adjusted R Square goes to 1, the study is better.
For this analysis we get the result Adjusted R Square = 0.628 (62.8%). That means that
the 5 independent variables included affect 62.8% of the change in the dependent
variable and the remaining 37.2% are due to variables outside the model and random
error.
4.4.2. Anova Table
To build a multivariable regression model, we need to see if the model fits the data set
through the value of Adjusted R Square but it should be noted that this only shows
between the model we built for the set of data.
Therefore, we need to test F in the Anova table to check the fit of the calculated
regression to the population. For the results of this study, we can see that sig = 0.000 <
0.05, so this linear regression model is suitable for the population.

4.4.3. Coefficients Table

The first is the t-test Sig value for each independent variable, sig less than or
equal to 0.05 means that the variable is significant in the model, otherwise sig greater
than 0.05 that independent variable should be removed. The analysis results show that
there are 2 variables X2 and X3 with sig > 0.05. After eliminating all ineligible
variables, we get 3 satisfactory variables X1,X4,X5.
Next is the normalized regression coefficient Beta, among all the regression
coefficients, the independent variable with the largest Beta has the most influence on
the change of the dependent variable. From the obtained results, we can see that the
variables X4 and X5 have the largest beta coefficients and they are the two variables
that have the most influence on the variable Y (BI).
Finally, the VIF value is used to check for multicollinearity. Theoretically,
VIF < 10 will not have multicollinearity. For this research topic, the obtained results do
not have multicollinearity phenomenon.

Unnormalized regression equation: Y= 0,421 + 0,193X1 + 0,239X4+ 0,276X5

Normalized regression equation: Y= 0,193X1 + 0,239X4+ 0,276X5
4.4.4. Normalized residual frequency chart (Histogram)

From the graph we can see a normal distribution curve is superimposed on

the histogram. This curve is bell-shaped, which is consistent with the graph of the
normal distribution. Avarage Mean is close to 0, standard deviation is 0.990 close to 1
so the residual distribution graph is approximately standard. Thereby it can be
concluded that the assumption of normal distribution of residuals is not violated.
 4.4.5. Normalized Residual Chart (Normal P-P Plot)

Same as the Histogram chart, the Normal P-P Plot is also used to check and identify the
violation of the assumption of the normalized residuals. Theoretically, the dots
centered in the form of a diagonal should not violate the regression assumption of the
residual normal distribution. From the analysis group chart, we can see that the dots are
concentrated into a diagonal line, so the assumption of the normal distribution of the
residuals is not violated (same result with Hisogram chart).
 4.4.6. Tests the assumption of linear contact (Scatter Plot chart)

For the Scatter Plot chart, if the distribution points of the residuals have the
following forms: Parabolic graphs, Cubic graphs, .. or other types of graphs that are not
straight lines, the data of the study violates assumptions linear contact. If the
assumption of a linear relationship is satisfied, the residuals will oscillate around 0
coordinate line and do not scatter too far. For this analysis chart, we can see that the
normalized residuals are distributed centered around the zero line, so the assumption of
linear relationship is not violated.
4.5. Analyze the difference between the values of qualitative variables and
quantitative variables (Anova, T - test)
After checking and satisfying all the requirements mentioned above, the group will
continue to test the attachment of variable Y according to demographic characteristics
 Firstly, we will test the attachment of variable Y to the gender part. According to
the obtained results, we can see that Levene's Test sig coefficient = 0.02 < 0.05, the
variance between the 2 genders is different, we will use the equal variances not
assumed Sig T-Test value with Sig = 0.118 > 0.05. We conclude that there is no
statistically difference in behavioral intentions of people of different genders.
 Next we will test the difference by age. In the Test of Homogeneity, the Sig values
of Levene's Test are all > 0.05, so the Anova results are usable. We can see that the Sig
in the Anova table = 0.261 > 0.05. Thus we conclude that there is no statistically
difference in behavioral intentions of people of different age groups.
 SUMMARY CHAPTER 4
For chapter 4, the group described the results from the analysis of the data and
variables in the research paper. So, we has theoretically tested the results and most of
them are consistent and statistically significant. Next, the group will mention about the
administrative implications of appropriate policies, comments on the research results.
 CHAPTER 5: ADMINISTRATIVE IMPLICATION, POLICY
From the results of the research paper, the group will make comments on the
research results and policies to help investors and owners of fast food restaurants
develop.
5.1. Administrative implications
The results of the research analysis show that there are 3 factors affecting and
related to the behavioral intention of customers when using fast food restaurants,
including Food Quality, Customer Perceived Value and Custumer Sastisfaction. In
which, the CS factor will have the greatest influence on the BI factor when you want to
increase Behavioral Intentions of customers in fast-food restaurants, it is necessary to
increase customer satisfaction, and if you want to increase CS, it is necessary to
increase CPV for the fast-food restaurant by increasing the quality of the fast-food.
Also according to the research results, there are 2 factors PEQ and SQ that are not
statistically significant, so they have been excluded from the research model.
The group's research results are based on the author's research model (Neale J.
Slack) and it have different results from the study. Due to being made in a different
environmental, specifically in Ho Chi Minh City, Vietnam. From that, it can be seen
that depending on the culture and conditions of the people of each country, there will
be different research results. The group's research paper still has many limitations, so
we encourages other studies to add research variables and hypotheses to help this study
become perfect and this research paper also help investors, owners of fast-food
restaurant have the right judgment to develop the fast-food restaurant market in
Vietnam.
5.2. Policies
After having comments on the research results, the group proposed a number of
policies to help businesses and fast-food restaurant owners develop their restaurants
Through the assessment mentioned above, FQ is the final factor that helps fast-
food restaurants increase customer behavioral intentions. The group recommends that
restaurant owners and investors should focus on the quality of fast-food:
 - Need to diversify the menu, maybe add some traditional Vietnamese dishes to
the restaurant's food list.
- Research some more nutritious food to be able to sell to customers.
- Maintain good quality of food to be able to retain old customers and attract
new customers.
The restaurant environment and service quality in fast food restaurants of the study
may still be inaccurate because the situation of the Covid-19 epidemic in Vietnam is
still complicated, so restaurants need to reduce physical environmental factors and
service quality inside fast-food restaurants. It can help fast-food restaurant owners save
costs and maintain the restaurant through the time of the epidemic.
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