Factors Influencing Customer Satisfaction and Behavioral

Intention for Fast-Casual Restaurants (A Case Study in a

Shopping Center, Bangkok)

Thanathon Kaewmahaphinyo1,*, Chompu Nuangjamnong 2 and Kitikorn Dowpiset 2

1,*
Master of Business Administration, Graduate School of Business, Assumption
University of Thailand; [email protected]
2
Advisors, Graduate School of Business, Assumption University of Thailand;
[email protected], [email protected]

Received: May 11, 2020.

Abstract: This study examines the relationships between the six factors (food quality,
service quality, physical environment quality, perceived value, satisfaction, and behavioral
intention) in fast-casual restaurants. Nowadays, restaurants need to understand and give
importance to the factors that influence consumers and create impressive experiences for
them. The entrepreneurs, academics, and restaurant managers should pay more attention to
the quality and the value factors that consumers receive. In this study, the researchers aim to
analyze the factors that affect the satisfaction and intention of the consumers, to explain the
differences in the restaurant industry in the form of fast-casual restaurant, and explore the
role of consumer value awareness affecting customer satisfaction. This study uses the survey
results from consumers living in Bangkok, Thailand, which contains 400 people as sample
size through the questionnaire. The data analysis was used descriptive statistics such as
frequency, percentage, mean, standard deviation, and the hypothesis testing in this research was
simple and multiple linear regression analysis at a significant level of 0.05. This research
indicates that all these factors are important to satisfy the customers, price recognition acting
as the operator in this process. Ultimately, results indicate that customer satisfaction is an
important predictor of behavioral intent of consumers for re-consumption for fast-casual
restaurants. The results of the research are from hypothesis testing of the Factors influencing
customer satisfaction and behavioral intention for fast-casual in the restaurant industry (A
case study in a shopping center, Bangkok). The most influential factor is perceived value,
followed by service quality and physical environment and food quality, respectively, at the
significance level of 0.05. It shows that these factors are useful, which may provide better
ways to use, develop, or improve the quality that affects customer satisfaction and the level of
intention in the behavior of consumers in the future.

Keywords: behavioral intention, food quality, perceived value, physical environment

quality, satisfaction, service quality

1. Introduction
Nowadays, consumption is an important factor in our lifestyle, which, in addition to
helping to increase energy to the body, consumption also complements the happiness in
meeting the needs of consumers, which makes most consumers like to eat out more, making
the restaurant industry very important to consumers (Andaleeb & Conway, 2006). Due to the
growing consumer demand, the restaurant industry is growing rapidly. And is a business that
is quite competitive to meet the needs of consumers, entrepreneurs should understand the
factors that make consumers satisfied. (Canny, 2013) To increase the likelihood of future
consumer behavior and increase business income. Due to ever-changing consumer

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behavior, these days the restaurant industry is forced to adjust according to consumer
behavior; thus, fast-food restaurants are becoming more popular in the fast-casual restaurant
industry. Fast-casual is a combination of fast food that focuses on fast and casual dining that
focuses on quality (Tillotson, 2003). The restaurant atmosphere and the diverse menu are
unique and likely to become more popular all over the world as fast-casual combines fast
service elements with a casual dining experience at a relatively low price, combining a good
atmosphere good food quality, good taste, and convenient and fast service, including the
ability to pay from the satisfaction of the value that consumers receive (Sloan, 2002).
Therefore, the restaurant business at fast-casual restaurant is currently growing more rapidly
than fast-food restaurants.
Fast-casual format is likely to be more popular in Thailand because of the fast-paced
lifestyle, but at the same time Thai consumers choose and pay more attention to quality and
health consciousness, so Fast Casual is becoming more popular among consumers as well as
the growth rate of restaurants are expanding rapidly and increasing every year. Fast-casual
restaurant is expanding rapidly and increasing every year. Therefore, it is an opportunity for
Fast Casual businesses to respond to both convenience and food quality. Most Fast Casual
businesses provide customers with the option to adjust the ingredients or sizes of food they
want, (Anderson, 2003) in which consumers will pay more if they receive better quality
products and that product can be adjusted including creating an atmosphere in the shop for
customers who use the service to feel comfortable and achieve maximum satisfaction, such
as Pepper lunch, Au Bon Pain, Hachiban Ramen, Yoshiyana and MOS burger etc. For
example, (NATH, 2019) from the statistics of various restaurant businesses in the United
States, it can be seen that Fast Casual has a tendency to grow faster than Fast Food in general.
In 2016, Fast-casual restaurants grew by 8% compared to fast food stores which grew 4%.
Creating consumer satisfaction is a marketing principle, which is the heart of the restaurant
industry. The factors that create satisfaction for most consumers, (Ryu, 2007) focus on food
quality that consumers can recognize excellent, service quality and the quality of the
environment are all important factors for attracting new consumers, and retaining existing
consumers in the long run to encourage repeat consumption. Creating memorable
experiences for consumers is creating service value, so that consumers have a good
experience and satisfaction in that product or service. (Shah et al., 2018) This is a challenge
that service providers or entrepreneurs should understand in order to create an experience that
impresses consumers. Since the consumer demand behavior is caused by the satisfaction that
consumers receive from products or services of the restaurant, the right combination of
aspects that result in customers being aware of the high quality of restaurant services will lead
to achieving customer satisfaction and positive intentions in the food industry.
In addition, creating satisfaction and behavioral intention for consumers is important.
Relationship Quality is consumers choosing products or services based on the assumption
that they will be rewarded with value and satisfaction (Thurau & Klee, 1997). Consumption
is a process that uses products and services and determines the level of value by consumers.
The value level may be positive if the consumer is satisfied or it may be negative if the
consumer does not find any value. The quality of relations is the context between consumers
and entrepreneurs, which is a marketing activity that leads to successful development, which

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is the key to create behavioral intention and satisfying consumers. The Objectives of the
Study to analyze and study the relationship between the restaurant quality factors (food,
Service, Physical Environment) and the perceived value, satisfaction, and intentions of the
fast-casual restaurant customer eating behavior. This study is important in both theory and
practice. This study demonstrates the style and development guidelines and describes the
four important factors of the restaurant industry (physical environment, food, service,
perceived value) that affect the creation of behavioral intention and satisfaction for
consumers. The results found in this study helps to expand the understanding of restaurant
operators or managers in the food industry in terms of food and services, the factors that
influence the type, quality, and value of customer satisfaction and behavioral intention. This
will give operators a better understanding of the development and improvement of the quality
of fast-casual restaurants in order to build restaurants' strengths to respond to consumer
satisfaction. In addition, it also helps consumers understand the service principles of
restaurants in the Fast-Casual Restaurant format.

2. Literature Review

2.1 Behavioral Intention

Behavioral intention means the intention to act in that behavior. It is a factor that
motivates to influence that behavior and an indicator of an attempt to do that behavior with
pleasure and willingness to use the service, recommend to those around you to use the
service, and come back to use that service again (Namkung & Jang, 2007). It can be seen that
behavioral intentions are very important in business, which may be seen as behavioral
intentions is an indicator of the ability of the restaurant business. If the restaurant business
creates behavioral intentions for customers, it will create advantages from competitors
without additional costs, and the restaurant business will create a group of customers that are
ready to support, acting as agents who wait for advertising to promote the store to others.
Behavioral intention refers to the desire and intent of visiting products and services (Kim,
Ng, & Kim, 2009) to clearly show the behavior of consumers' intention to buy and return
products (Söderlund & Öhman, 2005). Good behavior intentions will have a positive effect,
indicating that spending is increasing with service providers’ intentions to choose and
consume consumer products (Jani & Han, 2011). From the study, it was found that
behavioral intention is to review intention. Needs and satisfaction creates a good attitude
towards service providers and creates experience between consumers and products (Kim &
Han). The first order is due to the visit to the restaurant, so in the future, consumers will come
back with the intention of returning and communicating with word of mouth. (Richins, 1983)
It is one of the most important consumer behaviors occurring after purchasing goods and
services.

2.2 Customer Satisfaction

Customer satisfaction means evaluating satisfaction from experience in consuming a
product or service, in which consumers may have the impression or preference that can meet
their needs after consumption (Johnson, Anderson, & Fornell, 1995). But if consumers feel
satisfied with the quality of service, it can make them show positive behavior. High levels of
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satisfaction can create retain the existing consumers and attract new consumers in the future
(Getty & Thompson, 1994). It shows that consumer satisfaction is an important business role,
which is a fundamental factor in managing the business to be efficient in meeting goals.
Therefore, it is an essential key in sustainable growth and obtaining higher revenue (Rust &
Oliver, 1994). Researchers found that consumer satisfaction has a positive influence on the
post-consumer attitude of returning and repeated consumption: thus, (Geyskens &
Steenkamp, 2000) the mood of consumers is affected by their satisfaction level, depending on
the severity and the type of products and consumer’s ability to consume the product or
service (Oliver, 1993). In addition, consumer satisfaction depends on the basis of the
expectation theory of consumers, resulting in consumers being able to assess satisfaction by
comparing with effective expectations. Relative quality is an important process, consisted of
customer trust and satisfaction (Walsh, Henning-Thutau, Sassenberg, & Bornemann, 2010).
It reflects the relationship between consumer satisfaction and a product or service. From the
literature review (Canny, 2013) it was found that the factors affecting the satisfaction of
consumers in the restaurant industry consist of tangible factors, such as food quality, the
physical environment quality, and intangible factors, such as service, and perceived value.
These all affect consumer satisfaction with details as follows.

2.3 Food Quality

Food Quality is food according to production standards that builds consumer
confidence in food. General characteristics that define food quality are safety, attractiveness,
and acceptance (Sulek, 2004). The characteristics of attractiveness consist of items such as
taste, presentation, color, and temperature. In the last century, people's consumption behavior
has aggressively changed. Restaurants in shopping centers, therefore, became quick and easy
options for consumers. The majority of consumers prefer eating out, making eating out
normal in daily life. It made consumers eager to look for unusual eating experiences. There
are many factors that affect the restaurant's decision and the food quality evaluation that
affects consumer satisfaction and behavioral intention (Liu & Jang, 2009). Food quality is
characteristic of various aspects of food that affect the needs of consumers and
manufacturers. There are three important factors in which consumers will search for
restaurants that offer good food quality: service quality and a clean environment. (Ha & Jang,
2010) The most important one out of those is the quality of the food because it helps
consumers to make informed choices. It indicates that food quality affects consumer
evaluation and satisfaction. With the quality of food, we can measure the quality perception
of consumers, which is a factor that turns regular customers into a loyal ones (Clark & Wood,
1999). In addition, numerous studies have found that the food quality and service quality has
a positive effect on customer loyalty and satisfaction, which is the main decision making
factor for fast-casual in the restaurant industry (Mattila, 2001). That means food quality is an
important factor in determining consumer satisfaction.

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2.4 Service Quality

Service quality means services that can and want to meet the needs or beyond the
expectations of consumers, causing consumers to satisfy the most in using the service. In this
study, service quality consists of concrete aspects such as reliability in service (Stevens,
Knutson, & Patton, 1995). It is a response to customers, confidence in customers, and
customer care (Bojanic & Rosen, 1994). It shows that the quality of service is an important
factor in the quality of the restaurant that is interesting and has been studied a lot. The study
has found that service quality is determined by the consumers (Zeithaml, 1998). From the
study, it can be seen that the building service quality by using SERVQUAL tools developed
by the Parasuraman faculty in 1988 (Roses, Hoppen, & Henrique, 2009). This tool is used to
measure service quality, recognition quality and expectation quality to identify differences in
service quality.

2.5 Physical Environment Quality

The physical environment is another important factor affecting consumer decisions.
Creating a good atmosphere and environment, in addition to providing a good consumer
experience, can attract new consumers and increase business income. In addition, consumer
behavior requires an unfamiliar and memorable experience of eating out. (Liu & Jang, 2009)
Therefore, restaurants with beautiful decorations, a nice and clean atmosphere can satisfy
consumers and create behavioral intention more, which creates positive behaviors for
consumers, according to recent case studies. In the store with luxurious decorations,
consumers experience a good atmosphere and beautiful scenery, (Xie & Heung, 2012) which
creates satisfaction and impression and can also make consumers return to the store again in
the future. In addition, consumers who choose restaurants with a good atmosphere of elegant
decorations don’t mind paying higher prices for food, good service, convenience, and
cleanliness to meet their needs, (Wakefield & Blodgett, 1996) compared to the consumers
who choose ordinary stores, (Ryu, 2007) which suggests that a good atmosphere is another
important factor in restaurants that influence consumers

2.6 Perceived Value

The important key to quality is to deliver service that consumer’s value. The
perceived value is an essential key in the consumer business. (Jalilvand, Khazaei Pool,
Nasrolahi Vosta, & Verji Kazemi, 2016) In addition, consumers are value-driven, and
understanding the values that the consumers need can be a great marketing advantage.
Inventing new and fun experiences for the customers while they are receiving the company’s
product or service, and creating awareness of consumer value can make a difference in the
value that customers have received in this relationship, which will determine the level of
personal satisfaction that customers get (Jeong & Jang, 2011). The satisfaction level may be
clearly different depending on the consumer needs and the product or service they have
received, which influences consumer evaluations. Among good service, (Chen, et al., 2012)
hospitality provided by the company also affects consumer satisfaction, bringing in higher
perceived value. Perceived value is an assessment of the value of a product that consumers

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want, which can be either positive or negative, based on the needs of consumers. If
consumers are satisfied with the fairness of the cost-value ratio, they recognize the proportion
of production factors that they have received from the operator, (Rust & Oliver, 1994) which
leads to increased service value and has big effects on the behavioral intention of consumers
after consumption.

2.7 Conceptual Framework

Food Quality

Service Quality
Customer Behavioral
Satisfaction Intention
Physical Environment
Quality

Perceived Value

Figure 1 Conceptual Framework

Source. Authors

2.7.1 Influence of food quality on customer satisfaction

In a fast-casual in restaurant industry, food quality is key to satisfying consumers by
determining the quality associated with positive consumer behavior in an attempt to make the
consumers return in the future (Knutson & Patton, 1993). From the study, it was found that
food quality has a direct influence on consumer satisfaction, whether it's menu variety, food
cleanliness, good taste, or food temperature, (Liu & Jang, 2009) as well as the freshness and
the attractiveness of the presentation respectively to the consumers, which have a significant
effect on the satisfaction of the consumers. In addition, the quality of the food creates
credibility for consumers in the restaurant industry. (Canny, 2013) The credibility comes
from the quality of the food that is fresh, with the matching temperature with the taste of the
food. These elements will create a dining experience that can meet the needs and satisfaction
of consumers.
2.7.2 Influence of service quality on customer satisfaction
Service quality and customer satisfaction. There are guidelines in practice both in
theory and in practice with marketing principles (Yang & Peterson, 2004). At present, the
restaurant industry is highly competitive and more competitors depend on it. From study, it
was found that the key to attracting consumers and creating market advantage is that high
quality of service will lead to customer satisfaction (Shemwell, Yavas, & Bilgin, 1998). In

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addition, food services in the restaurant industry must cover the composition of food and
physical facilities. The intangible component is the service between employees and
consumers. (Taylor & Baker, 1994) It shows that the combination of both handles and
intangible results in consumers being aware of the restaurant's service quality leads to the
highest satisfaction and creating good attitudes for restaurants.
2.7.3 Influence of physical environment quality on customer satisfaction
The physical environment in a restaurant or atmosphere is an important element while
customers deciding the restaurant because, in the restaurant industry there is high
competition, forcing the restaurants to create distinctive points by arranging decorations to
make a difference in the business, (Liu & Jang, 2009) by creating a good physical
environment to add value and maintain existing consumers, as well as attracting new
consumers. In addition, many consumers pay more attention to the restaurant's atmosphere
with beautiful decorations, better atmosphere, and food and services, it shows that in addition
to eating, consumers expect memorable dining experiences in order to be satisfied. (Anwar &
Guilzar, 2011) The study found that when consumers are satisfied, they are more likely to pay
higher prices for a better environment and service for satisfaction. The consumer's dining
experience is also responsible for creating a positive behavior for consumers.
2.7.4 Influence of perceived value on customer satisfaction
Awareness of consumer value is one of the basic factors that can influence consumer
satisfaction. Furthermore, consumer satisfaction arises from the recognition of value after
consuming products and services, (Bowen & Shoemaker, 1998) in which consumers can
express opinions or recommend products or services based on their own experience. The
studies have found that the perceived value of consumers correlated with positive behavior
towards the service industry that creates satisfaction for consumers. (Han, Ryu, & Kim,
2007) The recognition of value allows consumers to assess value for money and compare the
value of products or services that satisfy consumers can indicate consumer satisfaction from
consumption behavior.
2.7.5 Influence of customer satisfaction on behavioral intention
Customer satisfaction and behavioral intention is a direct result of a direct
relationship betwixt consumers and restaurants (Harn & Ryu, 2009). Studies have shown that
eating preferences directly affect behavioral intentions after consuming eating significance.
It is important, though behavioral intentions and customer satisfaction are different. But they
are related because the results of satisfaction may strengthen the relationships with customers
in deciding to use products for various occasions. Behavioral intention refers to people's
beliefs about what they intend and will do in certain situations. Indicators of intention means
good post-purchase behavior, including speaking positively or recommending to others
(Namkung & Jang, 2007). It also shows a high level of satisfaction increases consumers'
willingness to return and buy products. (Kim, Kim, & Ng, 2009) Improving consumer
satisfaction levels is important in reviewing the willingness of recommendations for
dissatisfied consumers who tend to change for the better.

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2.8 Statistical Hypotheses

Hypothesis 1: Food quality no significant influence on customer satisfaction.
Hypothesis 2: Service quality no significant influence on customer satisfaction.
Hypothesis 3: Physical environment quality no significant influence on customer
satisfaction.
Hypothesis 4: Perceived value no significant influence on customer satisfaction.
Hypothesis 5: Customer satisfaction no significant influence on behavioral intention.

3. Research Methodology
The objective of this study is to study 6 influencing factors (Service quality, Food
quality, Physical environment quality, and perceived value) that affect customer satisfaction
and behavior intentions of consumers of fast-casual restaurants. This research is applied in
order to develop and examine factors that influence the intentional behavior and consumer
satisfaction. In conducting this survey, quantitative research is conducted with a focus on
consumers who live in Bangkok, Thailand and dine at the fast-casual restaurants in the
shopping malls in Bangkok. This study will use surveys by conducting online questionnaires.
There are three structure of data analysis of the study including the descriptive method,
Cronbach’s alpha, mean and standard deviations, multiple linear regression analysis, and
simple linear regression. In addition, secondary information is also relevant.

3.1 Data Collection

The first collection used descriptive method to use frequency and percentage to
describe the demographic, and compare the results obtained, including trends and understand
the relationship of this research with the data of population groups to reduce the complexity
of large amounts of data, the second was reliability check used the Cronbach’s alpha data
analysis to check and test the reliability of the questionnaire. We conducted using a sample to
start the pilot test with 30 samples to use on the second test, the third method was multiple
linear regression analysis for analyze the data of study and find the relationship between of
various independent variables with dependent variables, fourthly was simple linear
regression analysis for analyze the data statistic to study the relationship between
independent variables with dependent variables for relationship values.

3.2 Sampling Plan

3.2.1 Target Population

The objective population for this research was all respondents that live in Bangkok,
Thailand and dine at fast-casual restaurants in the shopping mall by collecting this research
data in between May and August, 2020
3.2.2 Sample Size
The researcher has determined the target population used in this research. From that
data, the size of the current total population in Bangkok is 5,104,476 (Worldometer,
2019). Data analysis of demographic of respondents by calculating for the sample size of the
population using the Yamane table to make it easier to understand the number of respondents,

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depending on the size of the population in Bangkok, Thailand and the result level of trust is
95%, with the size of the population in Bangkok more than 100,000 people. This study
demonstrates the target population amount 400 peoples and live in Bangkok, Thailand, and
use fast-casual restaurants in the Bangkok shopping malls, Thailand, according to the
formula of TARO YAMANE. According to Yamane's table, finding the number of samples
using Yamane's formula is, if there is a population group of more than 100,000 people, which
is the reason that the population data collection is 400 people: we want to study the behavior
of the consumers who eat in fast-casual restaurant in Bangkok to gather consumer
information in order to make the research results more reliable.
3.2.3 Sampling Procedure
For this study, the random sampling method was used non-probability to collect data
for conducting surveys by using random sampling in order to obtain data that corresponds to
the characteristics of the selected group according to the research objectives. This study will
use data from people who eat foods from fast-casual restaurant in the shopping mall by
conducting online surveys to explore the factors affecting the behavior intention and
satisfaction of consumers in the fast-casual restaurant industry in Bangkok, Thailand.

3.3 Data Analysis Results

3.3.1 Reliability Testing

In this study, each variable was analyzed using Cronbach’s alpha to determine the
reliability test, which will be conducted to assess the consistency and confidence of the
questionnaire. The set of 30 respond of evaluated questionnaires was analyzed using the
SPSS program to test the reliability of the questions, in which the Cronbach's alpha in each
questionnaire must be greater than 0.60 to 0.70 in order to be accepted, all of the factors in
this study are greater than 0.80, considered good. The result is between 0.893 and 0.968. It
shows that the measurement data of each variable of the question related to research is
accepted and has a high level of reliability as shown in the Table 1.
Table 1 Cronbach’s Alpha for Reliability Test (n=30)
Factor Cronbach’s Alpha (α) Number of Items

Food Quality .963 6

Service Quality .957 4
Physical Environment Quality .955 5
Perceived Value .960 3
Customer Satisfaction .893 4
Behavioral Intention .928 3
Source. Authors

3.3.2 Descriptive Analysis of Demographic data

Table 2 shows demographic data, which is a sample consisting of respondents, of
400, of which, 57.8% (231 people) are women and 42.3% (169 people) are males. The age
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of most respondents is in the period 21 to 30 years old is 39.8%, 31 to 40 years old as 26%,
41 to 50 years old 21.8%, and more than 50 years old as 9.8%, less than 20 Years old as
2.8%. In terms of education, the majority of them are bachelor degree graduates (72%), and
13.8% are surveyed with a master's degree, 7.8% of respondents hold lower than a
bachelor's degree or high school, for the respondents who graduated with a doctorate degree
1%. For the monthly income of the majority of respondents 42.5% have a monthly income
between 15,001-30,000 baht, and those with incomes below 15,000 baht is 27.5%, and
30,001-45,000 baht is 14.5%, 45,001-60,000 baht is 9.3%, and finally, respondents with
more than 60,000 baht in income is 6.3%.
Table 2 Respondents’ Demographic Information
Demographic Factors (n=400) Frequency Percentage (%)
Gender
Male 169 42.3
Female 231 57.8

Total 400 100.00

Age
Less than 20 years old 11 2.8
21 - 30 years old 159 39.8
31 - 40 years old 104 26.0
41 - 50 years old 87 21.8
More than 50 years old 39 9.8

Total 400 100

Education Level
High School or lower 31 7.8
Bachelor’s Degree 288 72.0
Master’s Degree 55 13.8
Doctoral Degree 1 0.3
Others 25 6.3

Total 400 100

Monthly Income
Less than 15,000 baht 110 27.5
15,001 - 30,000 baht 170 42.5
30,001 - 45,000 baht 58 14.5
45,001 - 60,000 baht 37 9.3
More than 60,000 baht 25 6.3

Total 400 100

Source. Authors

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3.3.3 Mean and Standard Deviation

From the table 3 shows that the importance for the relationship between each
variable, this test indicates the relationship between food quality, service quality, physical
environment quality, perceived value, customer satisfaction, and behavioral intention.
Evaluation of the mean and standard deviation, which is the basic condition by used in
assessing, in which the sample is large-size enough (n = 400 cases). By the size and number
of variables that can be observed, no rules were found for all variables. In the questionnaire
with average values and the standard deviations of each variable as per the table 3 as
follows.
Table 3 The result of Mean and Standard deviation of Food Quality
Construct Item Mean Std.
Deviation
Food Quality
FQ1 The restaurant has decorated the image of food, such as 4.09 0.902
food quality and garnished, that look appetizing.
FQ2 The restaurant offers a variety of menu items. 4.21 0.778
FQ3 The restaurant offers food with quality and good nutritive 4.14 0.885
value.
FQ4 The restaurant serves tasty food. 4.17 0.809
FQ5 The restaurant offers fresh food. 4.26 0.876
FQ6 Food is served at the appropriate temperature. 4.17 0.857
Service Quality
SQ1 The employees served me food exactly as I ordered it. 4.26 0.835
SQ2 The employees provided prompt and quick service. 4.11 0.842
SQ3 The employee is attentive, polite and always with service 4.13 0.902
mind.
SQ4 The employee is always determined and eager to serve 4.07 0.889
me.
Physical Environment Quality
PEQ1 The restaurant has an overall atmosphere with beautiful 4.13 0.834
décor that grabs attention.
PEQ2 The restaurant has a wide area that is convenient for 4.07 0.839
consumers to come in.
PEQ3 The restaurant has clean and elegant dining equipment. 4.12 0.846
PEQ4 During emergency decree, the restaurant have screening 4.17 0.815
all the customer who want to have meal in the restaurant
to make sure these customers meet the basic protection
requirement from the government.
PEQ5 During emergency decree (covid19), the restaurant has 4.18 0.802
plan and manage the layout to respond “social
distancing” which make customers feel safe to use the
service inside the restaurant.
Perceived Value
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PV1 The restaurant offered good value for money. 4.09 0.816
PV2 The restaurant creates a service experience and good 4.05 0.810
atmosphere that makes the consumer feel worth the
money they paid.
PV3 The fast-casual restaurant provides better and more 4.05 0.802
reasonable value compared to other restaurant.
Customer Satisfaction
CS1 I am satisfied with the service of fast-casual restaurant. 4.10 0.797
CS2 The restaurant sets prices that are suitable for the quality 4.09 0.819
of the food and the taste.
CS3 The restaurant always meets the exceed my expectations. 3.99 0.850
CS4 I am satisfied with the good experience I received from 4.08 0.787
fast-casual restaurant.
Behavioral Intention
BI1 I would like to come back to this fast-casual restaurant in 4.09 0.803
the future.
BI2 I would recommend this restaurant to my friends or 4.06 0.808
others.
BI3 I would say positive things about this restaurant to others. 4.13 0.792
Source. Authors

From Table 3 The result of mean and standard deviation for food quality the highest
mean is “The restaurant offers fresh food” (FQ5), which is equal to 4.26 and the lowest mean
“The restaurant has decorated the image of food, such as food quality and garnished, that look
appetizing” (FQ1) is equal to 4.09. The result of highest standard deviation is “The restaurant
has decorated the image of food, such as food quality and garnished, that look appetizing”
(FQ1) which equals 0.902 and the lowest of standard deviation is “The restaurant offers a
variety of menu items” (FQ2), with the standard deviation of 0.778, for service quality, for
the highest mean is “The employees served me food exactly as I ordered it” (SQ1), which is
equal to 4.26 and the lowest mean, “The employee is always determined and eager to serve
me” (SQ4) makes 4.07. For the result of highest standard deviation is “The employee is
attentive, polite and always with service mind” (SQ3), which is 0.902 and the lowest of
standard deviation is “The employees served me food exactly as I ordered it” (SQ1) equals
0.835, for physical environment quality the highest mean is “During emergency decree
(covid19), the restaurant has plan and manage the layout to respond “social distancing”
which make customer feeling safe to use the service inside the restaurant” (PEQ5). It is equal
to 4.18. And the lowest mean, “The restaurant has a wide area that is convenient for
consumers to come in” (PEQ2), has the mean of 4.07. For the result, the highest standard
deviation is “The restaurant has clean and elegant dining equipment” (SQ3), which equals
0.846 and the lowest of standard deviation is “During emergency decree (covid19), the
restaurant has plan and manage the layout to respond “social distancing” which makes
customer feeling safe to use the service inside the restaurant” (PEQ5), equals 0.802, for
perceived value. The highest mean is “The restaurant offered good value for money” (PV1)

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equal to 4.09 and the lowest mean, “The fast-casual restaurant provides better and more
reasonable value compared to other restaurant” (PV3), equals to 4.05. For the result of
highest standard deviation is “The restaurant offered good value for money” (PV1) which
equals 0.816 and the lowest of standard deviation is “The fast-casual restaurant provides
better and more reasonable value compared to other restaurant” (PV3), equals 0.802, for
customer satisfaction. The highest mean is “I am satisfied with the service of fast-casual
restaurant” (CS1), which is equal to 4.10 and the lowest mean, “The restaurant always meets
exceed my expectations” (CS3), equals to 3.99. For the result of highest standard deviation is
“The restaurant always meets the exceed my expectations” (CS3), which is 0.850 and the
lowest of standard deviation is “I am satisfied with the good experience I received from
fast-casual restaurant” (CS4), equals to 0.787, and the highest mean for result of the
behavioral intention is “I would say positive things about this restaurant to others” (BI3),
which is equal to 4.13 and the lowest mean “I would recommend this restaurant to my friends
or others” (BI2), which is equal to 4.06. The highest standard deviation of the result is “I
would recommend this restaurant to my friends or others” (BI2), which is 0.808 and the
lowest of standard deviation is “I would say positive things about this restaurant to others”
(BI3), equal to 0.782.

3.3.4 Hypothesis Testing Result

The result of multiple linear regression analysis was conducted to evaluate and
prediction of the relationship between food quality ( H1) , service quality ( H2) , physical
environment quality ( H3) , perceived value ( H4) and customer satisfaction of fast-casual
restaurant. the result of analysis is demonstrated in the table 4.
Table 4 The result of Multiple Linear Regression (Customer Satisfaction is the Dependent)
Hypothesis Variables Beta T-Value Sig VIF Results
(standardized
coefficient)
H1 FQ 0.096 2.113 0.035* 3.389 Supported

H2 SQ 0.219 4.838 0.000* 3.366 Supported

H3 PEQ 0.209 4.472 0.000* 3.563 Supported

H4 PV 0.432 10.337 0.000* 2.869 Supported

R 0.871
R Square 0.759
Adjusted R 0.757
Square
Remark: Significant at the 0.05 significant level (*p<0.05)

From Table 4, food quality (FQ), service quality (SQ), physical environment quality
(PEQ), perceived value (PV) can be explain the customer satisfaction in fast-casual
restaurant for r square is 75.9% at 95% confidence level (r2 = 0.759). And the result of all
factor VIF is below 5. it means not overlapped. It shows that H1, H2, H3, and H4 were all
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support because the P- value was below 0.05 for every independent variable. Food quality,
service quality, physical environment quality, perceived value have a significant influence on
customer satisfaction of fast-casual restaurant. Perceived value has the most important
among the four variables. Show the standardized coefficient of 0.432 (43.2%). Service
quality and physical environment quality has the standardized coefficient of 0.219 (21.9%)
and 0.209 (20.9%), and the finally, food quality has the standardized coefficient of 0.096 or
9.6%. respective, the indicates that the physical environment quality has superior influence
than service quality over than food quality that impact to customer satisfaction in fast-casual
restaurant.
The Simple Linear Regression (SLR) analysis was conducted to evaluate the
prediction of the relationship between customer satisfaction and behavioral intention. Table 5
shows the result of simple linear regression analysis was conducted evaluate the prediction
the average of behavioral intention (BI) can be explained by customer satisfaction (CS). The
result of the analysis indicated that customer satisfaction has a significant influence on
behavioral intention for fast-casual restaurant. at significant level of 0.000, the P-value of
variable is less than 0.05, r2 was 0.725 it means at 95% confidence level, r-square 72.5%, f
(1,398) = 1050.13, and the result of VIF below 5 it meaning not overlapped. Customer
satisfaction has a significant influence on behavioral intention usability of use with a standard
coefficient of beta at 0.852 (85.2%).

Table 5 the result of Simple Linear Regression (Behavioral Intention is the Dependent)
Hypothesis Variables Beta T-Value Sig VIF Results
(Standard
Coefficient)
H5 CS 0.852 32.406 0.000* 1.000 Supported

R 0.852
R Square (R2) 0.725
Adjusted R 0.724
Square
Remark: Significant at the 0.05 significant level (*p<0.05)

3.4.5 The result of Hypothesis

In the context of the fast-casual restaurants, the results in table 6 and 7 show that the
perceived value is an important factor that makes consumers satisfied. As for the dimension
of service quality, factors are important factors in a restaurant. While the quality of the
environment and food quality are other important factors that make customers satisfied in
order of importance from the analysis. In this study, most of the 400 respondents were
women 231 (57.8%) and 169 men (42.3%) and they indicate that perceiving customer
values is important factor to satisfaction resulting in behavioral intention. In addition,
current studies show the positive impact to customer satisfaction on intentional behavior,
with the result of customer perceived value (B = 0.432), service quality (B = 0.219),
physical environment quality ( B = 0.209), and food quality (B = 0.096), which can explain
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consumer satisfaction (B = 0.852), showing that the model presented in this study can
explain the factors that affect the Satisfying and creating the intended behavior of
customers in the context of the Fast-casual restaurant as well.
Table 6 the result of Hypothesis testing
Hypotheses β Sig Result
H1: Food quality has a significant influence on customer 0.096 0.035 Supported
satisfaction.
H2: Service quality has a significant influence on 0.219 0.000 Supported
customer satisfaction.
H3: Physical environment quality has a significant 0.209 0.000 Supported
influence on customer satisfaction.
H4: Perceived value has a significant influence on 0.432 0.000 Supported
customer satisfaction.
H5: Customer satisfaction has a significant influence on 0.852 0.000 Supported
behavioral intention.
Source. Authors

Table 7 Strengths of factor influence of variable to Customer Satisfaction

Rating Independent Variable Beta
st
1 Perceived Value 0.432
nd
2 Service Quality 0.219
rd
3 Physical Environment Quality 0.209
th
4 Food Quality 0.096
Source. Authors

4. Discussion and Conclusion

This study demonstrates the importance of understanding the image of the factors that
affect to customer satisfaction patterns and behavioral intention in the fast-casual restaurant
industry. From the research, it was found that the perceived value of the customers from the
experiences that the customers receive from the restaurants makes the customers feel worth
the price as compared to other restaurants which will result in the customers’ satisfaction. In
addition, the service quality of the employee or staff also helps to increase the level of
satisfaction from the service that is polite, fast, and the attention of the staff to customers
(Clark & Wood, 1998). In addition, most of the customers nowadays focus on the restaurant's
physical environment which can reflect the quality of the restaurant's design, the atmosphere
in the shop as well as the cleanliness of the shop that can attract customers and result can
creating customer satisfaction. As for the food quality, most customers will focus on the
variety of the menus, the freshness, the taste, and the temperature of the food that is suitable
for serving the customers. This is important in making customers feel more satisfied with the
restaurant and also affecting the intended behavior of the future of consumers. This study
provides an understanding of the relationship between quality factors (food quality, service
quality, physical environmental quality, perceived value) and customer satisfaction in the

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restaurant industry, which is the key to education to increase knowledge and understanding
of satisfaction and intended behavior of this research framework by the quality of food,
service, and physical environment affecting to the customer satisfaction. This framework will
be useful for conceptual research and empirical research. The most important thing for
consumers to eat in fast-casual restaurants is food quality, then service quality, and
environmental quality. The results of this study correspond to (Mattila A. S., 2001) proponent
of factors supporting fast-casual restaurants, which is a fact that customers are interested in
preparing good-quality food with delicious flavors, including healthy food, indicating that
food quality has greatly influenced consumer satisfaction levels. In addition, restaurants need
to have good service in order to give consumers a good impression of a good environment to
be a part of creating a good experience that makes consumers satisfied. There is an important
part of understanding the sum of all service quality factors such as food quality, service
quality, physical environment quality, and perceived value of customer satisfaction and
behavioral intentional. This research has no limitations as the data is collected using a
random sampling method of fast-casual restaurants. The findings from this study should be
summarized with caution. The data was collected from those who have used fast-casual
restaurant shops in department stores in Bangkok. Therefore, the results from this research
are that most consumers are women aged 21-30 years, have a bachelor's degree, and have an
average salary between 15,001 and 30,000, dine in a lot of fast-casual restaurants. It is found
that women care about food quality, service quality, physical environment quality, perceived
value, and customer satisfaction with restaurants like Fast-casual restaurant more than men
do. In this analysis, using statistical techniques such as multiple linear regression analysis and
simple linear regression analysis to study and assess the relationship between independent
variables and dependent variables, which is a comprehensive technique for studying the role
of each the variable, satisfaction, and behavioral intention of consumers can be more clearly
identified. And for the impact of satisfaction in the impressionistic conceptual framework
that shows the relationship with the variables of the study will be evaluated more accurately.
Although the results of the respondents derived from the survey, this study variable states that
different restaurant brands may not be important factors affecting the study, which may be a
variable. Therefore, for future studies, the role of restaurant branding should be another
factor that can result in the satisfaction of the good relationship of the study.
The results showed that food quality, service quality, physical environment quality.
There is a positive impact on customer satisfaction on fast-casual restaurants. A key element
in creating strengths, differences, and advantages over competitors is to make consumers feel
worth the value. (Longart, 2010) Factors that affect consumer satisfaction with fast-casual
restaurants affect trust and commitment to restaurants. (Walsh, Hennig-Thurau, Sassenberg,
& Bornemann, 2010) Satisfaction has a positive impact on confidence and loyalty, which is
the consumer's evaluation of the restaurant's overall performance. (Mokhtaran, Fakharyan,
Jalilvand, & Mohebi, 2015) In the service industry, customer satisfaction affects restaurant
operations, leading to high levels of confidence for consumers to be satisfied
Authors should discuss the results and how they can be interpreted in perspective of
previous studies and of the working hypotheses. The findings and their implications should

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be discussed in the broadest context possible. Future research directions may also be
highlighted.

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Electronic copy available at: https://ssrn.com/abstract=3787925